TOG Blog

By Landon Wallace 21 Jul, 2017
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.
By Landon Wallace 31 May, 2017
Online review websites, like Yelp and Google Places, create a community where consumers go to
provide and gather information on local businesses. The hope of all business owners is that the
reviews on their page(s) will give potential customers faith that their experience will mirror that of
Jane D. from Anytown, USA. “Great Service! Give these guys a try!”
But, often the reviews on your pages might read: “Terrible! Don’t go there!”
So, it might seem like a great idea, at first - offer an incentive ($10 off your next oil change!) to
customers in exchange for an online review on Yelp or Google. A step further is to offer a better
incentive for positive reviews (you know, to push down those negative ones). Or, even just to ask
customers, mailing list subscribers, friends/family or anyone else to review your business.
Google, and especially Yelp, toe a hard line when it comes to the reviews on their sites.
Online reviews are intended to be organic.
Google, and especially Yelp, do not allow
companies to give any sort of compensation
for customers leaving online reviews. They go
even further than outlawing compensation –
they discourage businesses from asking their
customers to write reviews, at all.
Here’s how to conduct yourself on the up-and-up when it comes to these review sites:
• Tell customers you’re on Google or Yelp – ask customers to “Find Us” but be careful not to ask
them for a review.
• Display the branding of the online review site to all of your customers by using logos on
signage, messaging on receipts, etc.
• Embed your favorite reviews on your website, share them on Facebook and Twitter, and link
back to your locations’ page.
• Critical reviews can be an opportunity to build goodwill with your customers. Show your
customers you care by listening to them and responding to reviews. Customers can and
usually do update their negative ratings if their issue has been resolved.
By Landon Wallace 13 Apr, 2017

- 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.


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.
By Landon Wallace 28 Mar, 2017

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 reengage 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.
By Landon Wallace 28 Mar, 2017
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.

7 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 2-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.


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.
By Allison Allen 26 Sep, 2016
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

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.

By shane 20 Sep, 2016

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.

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.

By shane 20 Sep, 2016

Oh, Google, you sure know how to keep digital marketers on our toes. Click   here  to read Ginny Marvin's article published on 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:

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.

By shane 20 Sep, 2016

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:

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.

By Allison Allen 01 Aug, 2016
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 Jiffy Lube to
potential customers as well as exposing current customers to additional services Jiffy Lube offers.

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.

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