The Ostler Group - Franchise Advertising and Marketing

The Only Survey Question You Need to Ask Your Customers

shane@ostlergroup.com — Fri, 28 Jan 2022 18:12:43 GMT

The Ultimate Question

“On a scale of 0 to 10, how likely are you to recommend this company’s product or service to a friend or a colleague?”

Pioneered in 2003 by Fred Reichheld, author of The Ultimate Question, the NPS is a customer loyalty metric that predicts the likelihood of a customer repurchasing from you or referring your company to a friend.

Is this information actionable? We think so. Share with front line employees, set up benchmarks, target “promoters”, with friends & family offers, “passives” with discounts for additional services, etc. The ultimate objective is to convert customers who were less than happy or unimpressed into promoters who will then put the word out and allow for increased revenues and profits. These customer enthusiasts will buy more from the company they are satisfied with, they’ll need less customer service and will refer friends and relatives. Free positive publicity from a promoter helps improve overall customer satisfaction and could lead to higher company profits and growth.

This question is a barometer for how customers feel about your business and rates on a scale the likelihood of recommending the company or brand to a friend or colleague. The score from the responses to this question constitutes the Net Promoter Score (NPS), which is an index that measures the willingness of customers to recommend a company’s products or services to others and/or take the time to say positive things about your company or brand. The score is used as a proxy for gauging the customer’s overall satisfaction with a company’s service, the customer’s loyalty to the brand, and can be a gauge to predict company growth.

The Ostler Group offers a completely customizable online survey that incorporates the Net Promoter Score question, as well as access to a dedicated reporting dashboard for your stores.

Database Marketing, CRM and Service Reminders

shane@ostlergroup.com — Fri, 28 Jan 2022 18:12:41 GMT

REMINDER MAIL PROGRAM: BUILT FROM THE GROUND UP FOR JIFFY LUBE FRANCHISEES

The Ostler Group’s customer reminder program offers the following unique benefits:

Custom Creative at the Franchise or Store Level
Flexible Offers (including price point)
Database Segmentation
Dedicated Account Manager
Quick Response Time
Custom Reporting, including Campaign, Response, Financial/ROI & Customer Types
Text Message Reminders
Social Media Reminders
Due Date Reminder for Online Calendar
Using .ics files, email reminders will give customers the option of adding a due date reminder to the online calendar of choice
Window sticker reminder creative matches actual car window sticker info
Check Chart integration for vehicle-specific manufacturer recommended services
Actionable ROI Insights. Clients on The Ostler Group CRM program have access to a database reporting portal that enables them to quickly and easily run performance reports. These tools provide insights into Operations as well as promotions and ROI.

Online Review Management

shane@ostlergroup.com — Fri, 28 Jan 2022 18:12:38 GMT

MANAGE ONLINE PROFILES & REVIEWS WITH TOG LOCAL

Introducing TOG Local , a service designed to consolidate, track and manage location listings and customer online reviews on nearly 50 websites like Google, Bing, Yelp, Facebook and many other websites that feature location profiles and customer reviews (Foursquare, Yellow Pages, EZ Local, City Squares, Hot Frog, Brown Book and Merchant Circle, just to name a few).

Think of it as the only online reputation management tool you need! TOG Local consolidates and delivers reviews to your inbox in a single daily email. You’ll be able to monitor how your locations are performing across multiple online review sites and be able to respond directly to reviews from the daily email or through a dashboard log-in, which also allows for custom reporting. This way, you can make designated management aware of negative reviews needing follow-up and award locations for positive reviews.

Another benefit of TOG Local is location profile updates. Any changes, like updates to store hours or services, are instantly synchronized across a network of review sites. Consistent NAP listings (name, address, phone number) helps boost SEO.

TOG Local can also help you get additional reviews from customers after their visit. Ask your Account Representative for more detail.

Paid Search: The Fewer Keywords, the Better

shane@ostlergroup.com — Fri, 28 Jan 2022 18:12:37 GMT

The Ostler Group has been honing its paid SEM craft for over ten years. Our approaches are based on relevance to the customer. And they are very effective.

RETENTION: ONE-TO-ONE ONLINE MARKETING

shane@ostlergroup.com — Fri, 28 Jan 2022 18:12:36 GMT

Oil Change Reminders on Social Media

Get the right message to the right customer at the right time. Target customers who are due for an oil change on Facebook and Instagram to create various touchpoints throughout their purchasing decision timeframe. Using existing customer database information, custom audiences can be created using information, like email addresses. In addition, there is an audience network that allows you to extend the ad campaign to reach customers on mobile apps, websites and videos.

These types of reminders can help close the gap on “switchers” who don’t use Jiffy Lube for every oil change.

Online Customer Reviews

shane@ostlergroup.com — Fri, 28 Jan 2022 18:12:36 GMT

READ THIS BEFORE YOU MAKE YOUR NEXT MOVE ON SOCIAL MEDIA

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Customer Loyalty

shane@ostlergroup.com — Fri, 28 Jan 2022 18:12:35 GMT

ANNOUNCING A NEW LOYAL CAPABILITY FROM THE OSTLER GROUP:

ESTABLISH REPEAT BUSINESS WITH A PRE-PAID LOYALTY PROGRAM

- Digital Interface (no coupons, punch cards or certificates)
- Vehicle Specific
- Customizable (number of oil changes, oil types, price)
- Compete with dealers and manufacturer maintenance packages
- Opportunity to increase ancillary services at each visit
A pre-paid loyalty program is a way to offer customers a
convenient way to pay for oil changes in advance, at a discount.

THE OSTLER GROUP

If presented properly, pre-paid loyalty programs can build relationships with customers that can
last for miles down the road. It’s this on-going relationship that should be emphasized in your
sales philosophy. Customer loyalty is the key to profitability. The reason is simple. It costs more to
acquire a new customer than to keep a current one.

Customer Retention

shane@ostlergroup.com — Fri, 28 Jan 2022 18:12:33 GMT

Customer relationships lead to customer retention

Customer Retention is one the most important, and most perplexing, issues that businesses face. There are three basic rules to customer retention:

1. Put the customer first. View their experience through the customer’s eyes. Every touchpoint: the advertisement, the store visit and follow up messaging, should be reviewed (and modified if needed) in order to give customers what they need to have great experiences.

2. Develop a relationship with them. Developing long lasting relationships with customers is like hosting an enjoyable party. Guests are greeted warmly by name, personal connections are made, and most people leave happy. Although it is impossible to deliver flawlessly every time,
a consistent and authentic experience are what customers want the most.

3. Follow up in personalized and meaningful ways. It is critical to collect and verify accurate customer information on each and every visit. This enables the development of a relationship by customizing communication to a specific person. Accurate collection at the store level
(name, address, email, vehicle information and proper OCS input) will yield a more personal relationship with customers.

Immediately post-visit, thank you emails accompanied by experience surveys provide an opportunity to turn around an unfavorable experience. A consistent email campaign with useful information helps maintain top of mind awareness. Reminder Mail helps customers stay current on their maintenance. And Lapsed Mail will help re-engage customers that are severely past due for a visit.

Maintaining a customer-centric focus and personalizing communication will directly manifest itself in having guests return to the party more often. That’s something everyone will enjoy.

Reputation Management

shane@ostlergroup.com — Fri, 28 Jan 2022 18:12:33 GMT

You've got a rep to protect!

You might be losing customers even before they pay a single visit your store. These days, consumers
turn to popular online review sites, such as Google and Yelp, as they seek out new service providers.
Research shows correlations between online reviews, consumer trust and purchase intent. What a
potential customer reads online could send them running – either to your store, or to the competition.

8 Best Practices for Online Reputation Management (ORM)

1. Claim store addresses before someone else does. If you’re not there, someone else will be.
This could be a competitor or well-meaning employee.

2. Provide dissatisfied customers with outlets before they resort to social media. These include:
a. Having a Manager introduce themselves at the end of the service and ask, “How was your visit?”
b. Clearly posting Customer Service contact information in-store, on receipts and on business
cards for customers to take from point of sale.

3. Use all feedback – both positive and negative – to coach and counsel your team. Use actual
reviews to celebrate great work and discover areas that need extra attention.

4. Aim for perfect – but not too perfect. Negative reviews not only give you a chance to improve
operations, they also allow you to show that you care about your customers. Profiles that have
all 5-star ratings look fake.

5. Be consistent in your responses. Find a process that is sustainable for your organization.
You don’t have to respond to every positive review, but if that’s your business style, go for it.

6. Keep responses short and respectful. It’s essential to respond immediately to negative reviews
(usually three stars or less). Responses to negative reviews are as much for the prospective customer
as they are for the one who posted the original review.

7. Thinking about providing incentives to customers or employees to post positive reviews?
Not so fast: Yelp and Google have advanced algorithms that detect fake reviews. It’s also unethical to “buy” positive reviews.

8. Make sure that all NAPs (Name, Address and Phone Numbers) are formatted correctly and consistently across all platforms. all NAPs (Name, Address and Phone Numbers) are formatted correctly and consistently across all platforms.

Read this before you make your next move on social media>>

THE OSTLER GROUP

Reputation Management has become a critical responsibility for businesses in every sector. This blend of public relations, marketing and customer service entails the monitoring of online reviews and following best practices in the interest of maintaining or improving the public image of the brand. The Ostler Group offers a wide range of Reputation Management services that are administered by real humans – not robots. We can tailor a program to match your specific business needs and style, while also providing tools that will help improve your operations. In addition to helping you claim your location listings, we can also set up a program to monitor your profiles for reviews and, when appropriate, respond to a review. Monitoring and responding to reviews helps to stop, fix, and prevent PR disasters, as well as protect and promote your brand.

Best Practices: YouTube Video Advertising

shane@ostlergroup.com — Fri, 28 Jan 2022 18:12:30 GMT

YouTube Offers Unique, Measurable Branding

Ads that play before video clips on YouTube are a great way to get in front of a targeted group of people for very little spend. More and more people are watching videos on YouTube, especially on their mobile phones. YouTube overall, and even YouTube streaming on mobile phones alone, reaches more 18-49 year-olds than any cable network in the U.S.

Advertising on YouTube is similar to TV broadcasting in that both generate brand exposure. But what’s unique about YouTube is that we can use the same targeting options we use for a paid search (PPC) or display campaign to get very specific about who sees a Jiffy Lube ad. For example, one of our client campaigns on YouTube targets adults aged 25-54 located within 3 miles of a Jiffy Lube location. Taking this a step further, we can create campaigns that integrate with an email list so that current customers are presented with ads about additional services, such as brakes and tires. Did you ever wonder why those ads you see on YouTube are so specific to your interests? This is why.

YouTube ads are cost effective. If the viewer chooses to skip the ad after the mandatory 5 seconds, there is no cost. If the ad is appealing in the first 5 seconds, or has a strong call-to action, the user is likely to stay tuned-in, and only then will we be charged. Adding a local
website address and enticing offer to the ad will help seed the brand and allows us to track consumer response.

Check out these YouTube stats:
· The number of people watching YouTube per day is up 40% year over year since March 2014.
· Once users are on YouTube, they are spending more time per session watching videos.
On mobile, the average viewing session is now more than 40 minutes, up more than
50% year over year.
· The number of hours people spent watching videos on mobile is up 100% y/y.
· More than half of YouTube views come from mobile devices.

BEST PRACTICES: BEYOND TRADITIONAL PAID SEARCH

shane@ostlergroup.com — Fri, 28 Jan 2022 18:12:29 GMT

The Evolution of Display Advertising

If you’ve ever shopped for something online and were amazed to see that very same item pop up
on other websites you visit, you have been targeted by a pay per click display ad campaign. These
types of ads are used to market to very specific groups on the Google Display Network (reaches over
90% of people on the internet) and on Facebook. There are several ways to tailor advertisements to
consumers who are the most likely to become customers, including:

Customer Match: Serve ads to people who are part of your existing customer email list
Look-alike Audience: Serve ads to an audience of people who are similar to those on your
customer email list
Contextual Targeting: Serve ads on website that has content similar to the keywords that are
used for our Paid Search campaigns
Remarketing List: Compile an audience list based on website visits, and serve ads to
this audience
Geo-Fence: Serve ads to a specific audience, drilled down to a specific address
or radius around a specific address

The pay-per-click display ad arena is bursting with opportunity. These types of campaigns are another
layer of targeted, timely communication. For example, when using a Customer Match target with
Google, ads for additional services can be served to current Jiffy Lube customers. A look-alike target
on Facebook would serve ads to potential new customers. A Geo-Fence campaign on both platforms
can be set up in a competitor’s trade area. Many times, these campaigns get a powerful number
of impressions and the cost-per-click is much lower than a traditional paid search campaign. With
strategic interest, placement and topic targeting, we feel they are a great tool for branding retailers to
potential customers as well as exposing current customers to additional services offered.

The Ostler Group
We are a Google AdWords Certified Partner and a Bing Ads Accredited Agency. This distinction
means we have been certified by Google and Bing to manage our clients’ accounts. It also allows us
to stay on the cutting edge of the industry by getting early access to updates and changes so that
we can continually optimize our clients’ accounts.

BEST PRACTICES: RECRUITING

shane@ostlergroup.com — Fri, 28 Jan 2022 18:12:29 GMT

Let Our Team Help Build Yours

NOW HIRING!?
A solid marketing plan helps attract and retain customers. Why not leverage similar strategies when it comes to recruiting employees? Working together, we can develop the best ways to get the best people. Let us employ (pun intended!) some new ideas to help you build a strong team, for example:
· Tagging email blasts with “Employment Opportunities” or “Join our Team”
· In-Store POP
· Paid Search Campaigns, using keywords like “Automotive Employment”, “Management Positions” and “ASE Certification Jobs”
· Add “Employment Opportunities” as a site link extension on existing SSOC paid search campaigns
· Display Ad Campaigns, targeted to job sites (Monster, Indeed, etc.) and newspaper help wanted pages
· Radio campaigns using 10-sec and 15-sec “billboards” on stations that skew younger (adults/men 18-34 years)
· Street teams and hiring events
· Job placement on social media sites

THE OSTLER GROUP
We ARE full service.
From individual store marketing plans to targeted, problem-solving solutions, The Ostler Group is a full service agency that offers complete advertising solutions. We are strategically driven and will identify challenges and opportunities to help grow your business. Whatever your objectives and goals are, we will help you meet them. Our strategies work. Let us make them work for you.

Americans Prefer Paper Coupons

shane@ostlergroup.com — Fri, 28 Jan 2022 18:12:28 GMT

In this article by Jiayue Huang, published by USA Today, about paper coupons vs. electronic coupons, you might be surprised to learn that the majority of Americans still prefer clipping.
http://www.wfmynews2.com/news/local/2-wants-to-know/old-school-americans-still-love-paper-coupons/44...

The Digital Marketing experts at The Ostler Group Advertising Agency would be happy to assist. Use the contact information below to send me a note if you’re interested in discussing ways we can leverage traditional and digital strategies to strengthen connections between you and your audience.

Google Ads Update

shane@ostlergroup.com — Fri, 28 Jan 2022 18:12:27 GMT

Oh, Google, you sure know how to keep digital marketers on our toes. Click here to read Ginny Marvin's article published on SearchEngineLand.com that discusses another recent change with Google Ads.

The punchline: only ads that run location extensions will now be eligible to serve ads in Google maps.

PPC campaigns by The Ostler Group (a Google Adwords Certified Partner and a Bing Ads Accredited agency) use location extensions and will maintain priority positioning.

Read the article at: http://searchengineland.com/google-ads-local-finder-results-maps-not-search-partner-247779?utm_campaign=socialflow&utm_source=facebook&utm_medium=social

The Digital Marketing experts at The Ostler Group Advertising Agency would be happy to assist. Use the contact information below to send me a note if you’re interested in discussing ways we can leverage YouTube or other digital strategies to strengthen connections between you and your audience.

Thumbs Up for YouTube Ads

shane@ostlergroup.com — Fri, 28 Jan 2022 18:12:25 GMT

Advertising on YouTube is a cost-effective way to broaden reach and a nice complement to TV and digital marketing campaigns. We’ve found that:

YouTube video watching via mobile device is overtaking desktop and tablets.
YouTube ads are similar to TV commercials in that they are used for brand exposure more than our regular Paid Search/PPC ads (which are used for direct response).
We can get very specific about who sees the ad, using the same targeting options that we use for a search or display campaign (age, geographic distance from the location, etc.). This allows us control budget and results in better ROI.
We can increase existing customer awareness of products and services by using an option to match with current email lists. We also like the ability to target customers who are “look-a-likes” with our current audience.
The ability to place a call to action overlay on the ads so that people can click through to a landing page directly from the ad can be effective.
These ads are efficient because they are charged at CPV (cost per view) -- not CPC (cost per click). If someone chooses to skip the video, there is no cost.

Bottom line: we can get our message in front of our exact audience for a few cents with zero waste because people who are not interested in watching the video will skip it.

Here’s a succinct article by Phil Frost that breaks down the advantages of YouTube advertising:

https://www.mainstreetroi.com/are-youtube-video-ads-better-than-tv-ads/