In recent years, the following factors are affecting the oil change and car maintenance sector:
- Oil products are being built better.
- Vehicles are being built better.
- Car dealerships are aggressively offering oil change services.
- Fewer younger people are owning vehicles.
How do you take an established 38-year-old brand and use the web to grow its revenue?
Jiffy Lube® Ontario represents 59 Jiffy Lube® stores across the Province of Ontario, Canada. For years, they have done exceedingly well by running coupon-based (e.g., $8 off your Pennzoil oil change) promotions through traditional media such as radio, newspaper, direct mail and TV. As the years passed, Jiffy Lube® Ontario’s marketing department watched the return on investment (ROI) with these traditional forms of media campaigns decrease.
In 2015, and the years to follow, the company boldly committed 50% of their marketing budget to be spent on digital media, a segment that probably contained less than 15% of their budgets historically.
With little background in digital marketing, the company had turned to tbk Creative to assist them in spending this money digitally. There was a lot of flexibility in what tbk Creative could suggest but any recommendations needed to be based on strong rationale and needed to go towards the goal of increasing car counts and revenues across the province.
Both Jiffy Lube® Ontario and tbk Creative knew a website by itself wouldn’t be the ticket to showing an increase in car counts and revenues. The two groups would need to come together to intelligently comb through the options, map out a plan that was logic-based for every proposed tactic, be willing to drop items that may be attractive but not be in alignment with the company’s core marketing goals, and push the envelop in some areas where their competitors were more passive or absent, so that they could stand up and reach out to new customers that may know of the Jiffy Lube® brand but had never visited one of their bays. In that spirit, five campaigns were considered that would galvanize the marketplace.
A quotation from Jiffy Lube® Ontario’s (JL Management), Director of Marketing, Rick Morton: