How leveraging marketing strategies can attract more customers.
Quick lube operators have many responsibilities and are more than service advisors or technicians; they are managers of their business, employees, and customers. To run a successful shop, they must guarantee employee and customer satisfaction while also implementing smart marketing strategies. One way operators do this is by understanding their market.
“It is important to know how to market to the consumers in the shop’s area,” said Erin Rome, Offer Advisor at ExxonMobil. “For example, if a shop is situated in an affluent area, operators should specifically market to customers willing to spend more on their vehicle and pay for a higher-priced oil change. Operators should know their area’s geography and demographic so that they can have a leg up among the competition.”
Knowing where to start and how to gain customer intelligence can be overwhelming and seem unattainable for many operators. Luckily, the Mobil 1 brand is here to help.
Training on the maximize+SM with Mobil program
With Mobil 1 marketing programs, operators can learn how to properly market and sell to customers through its digital hub, maximize+ with Mobil. To gain access to the maximize+ with Mobil program, operators must sign up through an authorized Mobil™ oil distributor and agree to volume and trademark requirements, which will allow them to become a part of one of two Mobil 1 programs offered:
Premium Growth: For installers who want to leverage the world’s leading synthetic motor oil brand to grow their business, while maintaining their own shop identity and operations.
Flagship Branded: For installers who want to go to market with the Mobil brand name, without franchising constraints. Offers customers access to all the Premium Growth features plus business reviews, social media toolkits, and site interior and exterior guidance.
Both of these programs consist of three main pillars that help drive an increase in car count and ticket averages and leverage marketing strategies to help operators thrive. Once an operator is a member, they will have access to the maximize+ with Mobil program and its extensive library of toolkits and informational videos. Some of the topics covered on the maximize+ with Mobil program that apply to operators are:
Google Business Profile (GBP) Toolkit: With over 30 million people using Google to find an oil change location every year, it is crucial that operators have a GBP Listing. With the maximize+ with Mobil program, operators can easily learn how to create a GBP listing and optimize it.
Service Marketing Basics eModule: Quick lube shops currently capture only about 37% of Google searches from consumers. This eModule will teach operators effective techniques for marketing their repair facilities and capturing the other 63%.*
Social Media Best Practices Guide: As an ever-present form of communication, shops must utilize social media correctly and effectively. In this guide, the Mobil 1 brand provides the definitions of common social media lingo, offers advice on optimizing an operator’s page, and shows operators how to determine and find their target audience.
Steer® and AutoOps: Once a shop signs up for Premium Growth or Flagship Branded programs, they get exclusive discounts to an industry-leading CRM called Steer, which is focused on customer retention and AutoOps, an online scheduling tool that integrates with Google.
Mobil Pulse™ Report
Another way that Mobil 1 marketing programs help shops find out more about their customers is through Mobil Pulse™ Reports.
Depending on which Mobil 1 program an operator participates in, they are eligible for either one or two reports per year per location.
“The report gets its data from anonymized cell phone usage data in the area,” Rome said. “So, it shows the traffic in the area, foot traffic in the shop, and how busy the roads are nearby. Additionally, it gives a lot of information on the demographics of the customers that come into the shop. The information is particularly pulled for the shop’s individual location.**”
Each report will include site visit trends, visitor journeys, and customer insights. Additionally, the operator can choose what the report covers. They can have the report reflect data for a single location or include up to two additional locations or competitors for comparison.
By understanding the information provided by the report and utilizing the training videos and toolkits on the maximize+ with Mobil program, operators will learn what they need to do to market effectively, maintain customer satisfaction, and increase shop sales.
For more information and to sign up, visit https://www.mobil.com/en/lubricants/carcareprogram
*Mobil 1 Marketing Strategies eModule
**Disclosure: Data pulled for these reports is not collected as personal information about customers, and only aggregated data is shared.
