Case Study: Post Warranty Defection
We teamed up with a BMW Dealer to combat their digital marketing problem areas with specific challenges outlined below:
Issue #1: High Post Warranty Defection Rate
Understanding the different strategies dealers can utilize with service offers is top priority for increasing profits.
Issue #2: Low Billable Hours
How dealers market offers goes hand-in-hand with how you target specific service offers for your customers.
Issue #3: Low Repair Orders
Dealers need a plan to track the conversions of their marketed offers in order to know what works best.
Issue #4: Low Competitive Strategy
Increasing the quantity and quality of customer experiences with the use of service offers should be the ultimate goal for dealerships.
Marketing Target
Our goal was to dramatically improve direct, organic, and referral traffic for service offer pages using a dealers database of customers.
- Automotive Search: Nearly 25% of all automotive searches are parts, service, and maintenance related.
- Service Visits: Only 30% of total service visits occur at a dealership and only 17% occur at the dealership where the vehicle was purchased.
There are several thousand searches in your area for specific service offers from oil change, to tire rotation and brakes. Studies show that drivers believe dealers offer high quality service, but at a high price. They see independent shops as more convenient and more reasonably priced.
The Strategy
Studies show that drivers believe dealers offer high quality service, but at a high price. They see independent shops as more convenient and believe they are more reasonably priced. By carefully analyzing the social, economic, and technological forces affecting dealer service, we discovered a few important trends. These trends were discovered by the implementation of four key strategies outlined below:
- Landing Pages: Pages specifically designed to accomplish two goals: Drive traffic and Converting traffic. Each offer has its own page and content.
- URL Structure: The structure of a URL and its relation to on page content is one of the key factors google tracks when calculating search results.
- Digital Wallet: A user's experience will determine how often they return back to your website. Comvert pages give users the ability to use Google pay and Apple wallet.
- Reporting: Seeing what aspects of the strategy are working is critical to long-term success. We compare existing pages to our enhanced ones.
Results
The three key trends we discovered include:
1. Search is the first place drivers turn to when they need information quickly and nearly 25% of all automotive searches are parts, service, and maintenance related.
-ThinkWithGoogle
2. Only 30% of total service visits occur at a dealership and only 17% of dealership service visits occur at the dealership where the vehicle was purchased. -Maintenance and Repair Study
3. Though drivers turn to online sources for service options, most dealer websites are sales focused and not designed for service.
“I would absolutely reccomend this solution to other BMW dealers looking to make an improvement in their current aftersales advertising plan.”
– Service Director, BMW dealership
Previous Digital Service Strategy
Situation: Dealer was actively using all the tools typically available to them effectively including their service offer landing pages provided by the website vendor.
J&L Marketing Service Strategy
Situation: We understand the traditional tools provided to a dealer to help increase the flow of traffic to a service department are not adequate. So we have developed in-house technology that enables dealers to gain more traffic and increase scheduled service appointments
Average Increase Across All Dealers
By utilizing online and offline (DMS) data, we were able to digitally target current and potential service customers with highly specified ads that led to a streamlined scheduling experience – all while staying below the prior agency’s ad spend!
After just one month, our Service Combat Strategy significantly outperformed the prior agency’s results.
Ready to beat your competition?
This case study demonstrates one of the many ways we can help you outperform your competition. Send us your email so we can show you how we can help.