Case Study - Bend Express Lube

Bend Express Lube is a locally owned lube, oil & filter and car wash business with two locations in Bend, Oregon.

Challenge

Bend Express Lube aimed to increase awareness and customer turnout for their weekly promotional events—Military Mondays and Ladies Day Tuesdays. The primary challenge was to effectively reach their target audience and drive them to the shop using a blend of traditional and digital marketing strategies.

Solution

To address this challenge, we developed an integrated marketing campaign combining shared mail, digital display advertising and pre-roll video. The approach involved two key components:

• Digital Display and Pre-roll Video Advertising: To build initial awareness and interest.
• Promotional Coupons in Shared Mail: To drive foot traffic to Express Lube Shop's two locations.

Implementation

We collaborated with the client to determine his unique trade area and best blend of media, design advertisements and establish a budget.

• Trade Area Definition: We collaborated Bend Express Lube to identify the most effective trade area for their promotional campaigns. By analyzing customer demographics, geographic data, and competitive landscape, we pinpointed the geographies with the highest potential for engagement.
• Designing Advertisements: Our team worked with the client to design eye-catching promotional coupons to be included in shared mail. These coupons provided tangible incentives for customers to visit the shop. In addition, we designed digital ads and video to further reinforce the print promotions.
• Establishing a Budget: We assisted Bend Express Lube in setting a realistic and effective budget for the integrated campaign. The budget was designed to maximize reach and ROI, ensuring the campaign’s cost effectiveness.

Results

The integrated marketing campaign successfully drove awareness and customer engagement for Bend Express Lube's promotional events. Key outcomes included:

• Increased Awareness: The digital display and pre-roll video ads achieved a click-through rate (CTR) of 0.27%, indicating strong engagement from the target audience.
• Foot Traffic: The promotional coupons in shared mail effectively drove customers to the shop, with 107 digital conversions tracked directly to Express Lube Shop's location.
• Event Response: There was a notable increase in customer turnout on Military Mondays and Ladies Day Tuesdays, showcasing the effectiveness of the integrated campaign in driving specific event participation.

Conclusion

The case of Bend Express Lube demonstrates the power of combining digital and traditional advertising methods to create a comprehensive and effective marketing strategy. By strategically targeting the right audience, designing impactful advertisements, and optimizing budget allocation, we were able to significantly boost awareness and engagement for the client's promotional events. This integrated approach can serve as a model for similar businesses looking to enhance their marketing efforts and drive customer response.