Project Details
Industry
Automotive
Services
- Targeting
- Geotargeting
- Omnichannel
Challenge
Faulkner Volvo Trevose, located in Feasterville-Trevose, Pennsylvania, faced a major disruption when storm damage forced the dealership to temporarily close its doors. Upon reopening, they struggled to restore service department traffic and retain existing customers.
Traditional marketing efforts failed to generate meaningful results, prompting Faulkner to partner with Proficy Digital for a strategic, data-driven approach to rebuilding their service business.
Action
Proficy Digital deployed a first-of-its-kind omnichannel strategy for fixed operations, designed to re-engage lost customers, attract new service appointments, and enhance dealership visibility.
1. Targeting Lapsed Customers
• Focused on customers two or more years post-purchase, a segment that research shows is significantly less likely to return for dealership service.
• Created tailored messaging to remind and incentivize these customers to book appointments.
2. Expanding Service Reach with Geotargeting
• Widened service marketing beyond the immediate area, targeting a broader customer base in surrounding regions.
• Optimized ad delivery to reach drivers actively searching for service-related needs.
3. Focusing on High-Demand Service Categories
• Prioritized five essential services—brakes, alignment, tires, oil changes, and filters—to drive initial visits and create opportunities for additional repairs and services.
4. Innovative Creative Execution
• Developed a unique, humor-driven video campaign to make service marketing more engaging and memorable.
• Broke away from traditional service messaging to soften the perception of dealership maintenance visits and improve recall.
Through this strategy, Faulkner Volvo Trevose not only regained service customers but also established a more compelling and differentiated brand presence in the market.
Results
The implementation of Proficy Digital’s omnichannel service marketing strategy led to significant business growth:
- 24% user retention rate, successfully re-engaging previous service customers.
- 88% top-of-page rate, maximizing visibility for service-related search queries.
- 33% impression share, reinforcing Faulkner’s presence in the digital marketplace.
- 56% of all service customers were new to the dealership, proving the strategy’s ability to attract fresh audiences.
- 50% of all conversions were directly attributable to Proficy’s marketing efforts.
This case study underscores how a data-driven, omnichannel approach can transform fixed operations, drive sustained customer retention, and position service departments for long-term success.
