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How Can We Market Our Bulk Diesel Exhaust Fluid?

Posted in: Truckstop Business, Fuel and Trucking, Diesel Exhaust Fluid


/// Guest post by contributor John Beumler, Terra Environmental Technologies (TET), a CF Industries Co.

The demand for diesel exhaust fluid (DEF) is on the rise and truckstop and travel plaza operators are responding by stocking jugs and offering bulk DEF at the pumps. As they evaluate their options for adding this new service they have many questions. To help operators prepare, we've answered a question recently asked of us by a NATSO member below.

Q: After we installed the DEF pump/tank, we used advertising on highway billboards, price signs, local newspapers, truck stop magazines, etc. However, our DEF bulk sales are minimal right now. We also carry DEF in 2.5 gallon jugs, which seem to sell quite well. From a marketing standpoint, do the truckers feel that the quality of the DEF is better in the jugs vs. at the pump? Since the product in the 2.5 gallon jugs are branded with attractive packaging, what can we do to advertise the brand value of DEF at the pump? 

A: First, you’ve done all the right things. Letting drivers know you have it in bulk by the methods you mentioned should be part of your strategy. The last part of the DEF advertising strategy is one that may give you the answer to the question, “Do the truckers feel the quality of the DEF is better in the jugs vs. at the pump?” I don’t think they do.

Keep in mind that once they pull their into your travel center they have multiple task to get done. Fueling. Using the restroom. Grabbing a bite to eat. Calling home. Logging the stop. Checking the tires, the load, the trailer. Etc. There’s a lot to do. The last part of the DEF advertising strategy is your at-the-point-of-sale opportunity to loudly proclaim, “We’ve got DEF at the pump and it’s in Lanes 2 and 3.”

How do you do that? If you are carrying a branded DEF product the signage needs to be on the canopy and a second, smaller sign should be at driver eye-level on the lane with the DEF pump. Unless you direct them to the proper lane with signage (and have signs large enough to be seen), the advertising work you’ve done to get them to your location may go unnoticed. Advertising in off-site locations (billboards, newspapers, magazines, etc) is promotion. Advertising on-site is directional and reinforces the message. Hope this helps. 

/// Read more blog posts on DEF here

Editor's note: Do you have another DEF question? Reach out to us at and with the help of Terra Environmental Technologies, we'll answer it here on NATSO's blog. - AT

{Guest Post} Guest post provided by John BeumlerTerra Environmental Technologies (TET), a CF Industries Co. CF Industries, the largest North American manufacturer of DEF, makes TerraCair®, the choice of leading truck manufacturers for their factory fills and dealerships. CF Industries makes it and oversees the entire distribution chain to ensure product quality in your tank. Leading truck manufacturers depend on TerraCair. You can too! Learn more about Terra Environmental Technologies (TET), a CF Industries Co.

The opinions and advice given by guest post contributors are not necessarily those of NATSO Inc. The posts should not be considered legal advice. Qualified professionals should be sought regarding advice and questions specific to your circumstances.

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About the Author

John Beumler

John Beumler

John Beumler is the Marketing Manager for Terra Environmental Technologies.