As vehicle owners have extended intervals between service appointments and the market has become increasingly saturated with competitors1 in recent years, it is more important then ever for oil and lube centers to leverage effective auto services marketing strategies to remain competitive.
Opportunities to engage vehicle owners are on the rise as they are driving vehicles longer in response to rising prices and interest rates. Drivers are beginning to bring their vehicles in for service or maintenance more often, averaging 2.5 times a year, up slightly from 2.3 in 2021.2
Unlocking Auto Services Marketing Potential: Loyalty Programs & Value Messaging
One crucial aspect for oil and lube service centers to capitalize on is the value of repeat customers. Loyalty programs can be instrumental in encouraging repeat visits, fostering a mutually beneficial relationship with customers.
Emphasizing value in marketing messaging is key to attracting and retaining business. By highlighting the quality and efficiency of services offered, service centers can distinguish themselves in an increasingly competitive marketplace.
Shifting Consumer Preferences: Seizing the Opportunity
Consumer preferences are evolving, with a significant shift toward general auto repair shops over dealerships. This preference recently surpassed dealerships for the first time, presenting an opportunity for quick lube shops to gain an advantage by keeping costs low and minimizing wait times.2
Crafting Effective Auto Services Marketing Campaigns
To thrive in this dynamic landscape, oil and lube service centers must leverage print and digital advertising channels to effectively target and engage both new and existing customers.
In the past 12 months, oil change/routine auto maintenance customers have responded to a variety of advertising channels:3
- Ads/offers in the mailbox: 61%
- Emailed ad: 55%
- Streaming TV ad: 51%
- Internet banner ad: 48%
- Pre-roll video ad: 48%
Coordinated advertising campaigns can significantly impact customer acquisition and retention. Utilizing print and digital channels in tandem can increase response rates up to 450% and boost conversion rates by 28%.4
The Power of Direct Mail
Direct mail remains a potent tool in the marketer’s arsenal. Target and engage current customers to gain loyalty and build repeat visits: remind them when it’s time for an oil change, tire rotation, etc. Offer them a special discount to increase response.
Cost-effective saturation advertising can blanket entire service areas, reaching potential customers at the carrier route level. Moreover, direct mail campaigns featuring appealing offers have proven to resonate with consumers, with 65% responding positively to enticing mailers.5
Building Long-Term Customer Value
Auto services marketing that acquires new customers is essential for the long-term growth and viability. Each new customer adds substantial value over time, making customer acquisition a worthwhile investment.
Did you know? Acquiring new customers adds long-term value for oil and lube service centers. Over a 10-year period:6
- One new customer is valued at $3,990.
- 10 new customers are valued at $39,900.
- 25 new customers are valued at $99,750.
Elevating brand awareness and engaging both current and prospective customers through targeted campaigns can drive sustained growth and profitability.
By embracing evolving consumer trends, implementing loyalty programs, and deploying integrated marketing strategies, auto service centers can thrive in a competitive market. Click “get started” below to connect with an expert to discuss your auto services marketing goals.
Sources: “2023 NOLN Operator Survey Report.” National Oil and Lube News, Noln.net, 20 Jul. 20231; “Cox study shows dealership service lanes losing market share, consumer trust,” Autoremarketing.com, 12 Dec. 20232; AdMall AudienceSCAN 20233; US Modern Postcard, Direct Mail Statistics 20234; LOB State of Direct Mail Consumer Insights 20235; 2023 Sales Fuel6
