A profile on Boston Volkswagen
Within walking distance of three independent repair facilities, Boston Volkswagen’s service department faces stiff competition. When Service Director Leo Felipe came on board, he noticed they had little online presence. The store’s Facebook page had just over 200 followers and content was posted sporadically. Additionally, Boston VW appeared near the bottom of search results when VW parts and service search terms were used.
Leo set dual goals of boosting the store’s online presence and establishing a better connection with current and prospective service customers.
Boston VW knew they had to do more than their current owner retention efforts. To accomplish his new marketing goals, Leo turned to Affinitiv in March 2018. Affinitiv’s service offerings include reputation management and pay-per-click (PPC) for service and parts.
It also includes Social RootsTM 1:1, a unique solution that uses trigger-based algorithms to drop targeted messages into Facebook and Instagram newsfeeds. Social RootsTM 1:1 matches social media users with Boston VW’s DMS contacts so when customers log into Facebook or Instagram they see maintenance reminders, past-due maintenance reminders, accessories promotions and more.
Within six months, Boston VW’s service & parts search rankings moved from near bottom to a respectable position of 1.26. Unexpectedly, the parts department received a big boost in business from the increased clicks.
The Campaign Generated:
$197,000 Highest Single Month Gross Profit
21% Year Over Year Revenue Growth
800 New Facebook Followers, and Counting
27% Single Month Revenue Growth
Marketing | April 15, 2021