The Art of Social Advertising

How Alamo Toyota used Facebook to increase service retention and generated a $30:$1 return!

Challenge

For many dealerships, service customer retention is a top priority. A dealership’s ability to grow and retain service customers can make or break their business. After a prolonged decline in customer retention, Alamo Toyota (San Antonio, Texas), desired to boost service retention by encouraging their Toyota customers to return for service.

 

Since I started using Facebook ads, my customer retention has increased every month and traffic to the service drive has increased!

Scott Knight, Service Director at Alamo Toyota

How we helped

Alamo Toyota partnered with GS Marketing to offer inactive and defecting customers a special service discount to return for service. The team used Facebook ads and a Custom Audience to precisely target the right people in the dealership’s database of current Toyota owners. The offers and creative were aligned across direct mail, email, and Facebook to ensure a seamless customer experience at each touch point.

Each channel targeted inactive customers (6-12 months since last service visit), and the dealership’s defecting customers (8-12 months since last service). Integrating Facebook advertising into their marketing mix created an opportunity for the dealership to close another communication gap in the automotive customer journey—creating a more broad and unified presence across all touch points.

Results

Alamo Toyota incorporated Facebook advertisements into their ongoing marketing efforts for a two-month period, bringing about impressive results:
Lifetime Campaign Engagement
• 90% of all possible target customers reached in May
• 91% of all possible target customers reached in June
• 73,099 total impressions
• 293 ad clicks

During the campaign’s life, Alamo Toyota experienced an impressive $30:$1 ROI.

Solutions used

Facebook advertisements promoted savings on services such as oil changes and tire rotations across the Facebook platform.
atomDirect service customer retention direct mail with email-to-mail match reinforced direct mail messaging by using the same offers and creative. This helped incentivize and remind customers to bring their vehicle in for service.

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