A popular Automobile Mechanic Shop owner wanted to build its business in luxury vehicle care and repair. The owner contacted RTL Digital Media to discuss ways to target this niche market. Our primary goal was to build awareness among owners in this specialized market and substantially increase revenues.
At RTL Digital Media, we always begin by conducting comprehensive research. This entailed an assessment of the client’s current marketing strategies, identification of current customer base demographics as well as online presence. By consulting with the client, touring the business and discovering what makes it unique, we moved to the next step: Strategy.
Luxury vehicle owners are typically more demanding than mainstream owners. They have invested heavily in their vehicles, not just monetarily, but in the vehicle as part of their personal image.
So the car, SUV, or truck’s make, model, color, and style makes a strong personal statement, and owners of these vehicles have to be convinced to trust them to a shop.
Using what we discovered, we developed a multi-faceted digital marketing strategy. This was specifically designed to greatly increase visibility of the business to this niche customer demographic, and to demonstrate that the shop had the expertise and professionalism to provide exceptional care. The two-pronged approach created a robust environment and opportunity for strong and steady revenue growth.
Our team discovered that there was significant opportunity for revenue growth through a highly targeted campaign using search engine optimization and pay-per-click advertising.
The target area: just a 15 mile radius around the shop.
In this highly focused territory, there were plenty of potential customers, who would appreciate the convenience of a highly professional resource that had the capability of servicing luxury brands. The client understood that each initial service was an audition—if the customer had a very positive experience on the first visit, then chances were good that they would become a long-term customer.
In the first year, a modest $24K investment in marketing resulted in a more than 10X increase in revenue. In addition, customer retention improved, and the average service ticket price rose dramatically—to well over $700 (that’s compared to a national average of around $270).
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Ann began her professional career as a customer service representative. After outgrowing that position, she worked as a Virtual Assistant for a logistics and real estate company. Her keen interest in technology and natural ability to apprehend technological concepts and systems brought her to the RTL team. Ann’s work ethic and firm knowledge of SEO are greatly appreciated.
When she’s not working her SEO magic for our clients, she enjoys watching movies, reading great books, and spending time with family and friends.
Ann holds a Bachelor of Science in Information Systems.