As America’s first motor oil brand, Valvoline Global holds itself accountable for being a leader in industry advancement. One of the biggest ways Valvoline Global spurs growth is through its monthly newsletter, The Tune Up. This newsletter provides readers with current and accurate information about industry innovations, events, and people.
“We're the foundation of the industry,” said Camile Turner, digital marketing innovator at Valvoline Global. “Our newsletter might not be the largest or have the most penetration, but subscribing will help others understand the innovation coming out of Valvoline Global and the industry.”
Informative Content
With three primary target audiences — light duty, heavy duty, and distributors — The Tune Up focuses on providing its readers with a broad range of educational material that’s easy to peruse.
“We are partners,” said Turner. “We're not just trying to sell to people. We’re trying to give them more than the benefits of the actual product. Whether that’s through training webinars from leaders in the industry or our thought leadership expanding on the benefits Valvoline Global has to offer. The focus of this newsletter is to be informative while including our products.”
Sent at the close of the month, the newsletter appears in subscribers’ emails as a one-page listing of need-to-know articles and video links with images, with a docket of upcoming Valvoline Global related events at the bottom.
“The majority of Tune Up content is usually available on Valvoline Global website,” Turner said. “We send it as a newsletter so that people have an efficient way to find the information that could be interesting to them.”
A Reliable Source
In addition to educational material, Valvoline Global aims to utilize The Tune Up as a source of truth for its customers.
“We're always going to provide cost and awareness information — type of product or innovations we've had,” Turner said. “That’s the basis of what we’re trying to do with The Tune Up at a very high level. We want to build trust for our brand to the point that Valvoline Global is top of mind and the first choice when it comes to deciding who to buy from.”
Available to Anyone
The Tune Up is available to any interested party. To subscribe, you just need to fill out a form on the Valvoline Global partnership website:
When asked about future plans for The Tune Up, Turner commented that she hopes it continues to gain traction.
“We are trying to be a guiding light for the category, so the growth of newsletter awareness is always a big focus point — trying to get people to subscribe all the time,” Turner said. “We need to do a better job of putting the newsletter out there and talking about it so that we are including valuable content that can help educate the industry.”
