How Jiffy Lube is Winning with Digital from DRS, 7.29.14


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Jeff Lack from Jiffy Lube and Jim Badum from Sq1 presentation deck from Digiday Retail Summit, 7.29.14

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How Jiffy Lube is Winning with Digital from DRS, 7.29.14

  1. 1. Sq1Agency.comCONFIDENTIAL
  2. 2. Sq1Agency.comCONFIDENTIAL How Jiffy Lube’s Digital Program Became a Well Oiled Machine Digiday Retail Summit
  3. 3. Sq1Agency.comCONFIDENTIAL Jeffrey Lack Chief Marketing Officer Jim Badum Vice Chairman
  4. 4. Sq1Agency.comCONFIDENTIAL The Challenge Consumers are extremely active shopping deals with over 100M annual Google searches for oil change related services The system is controlled by franchisees who have diverse pricing and discounting strategies (a national $5 offer was not relevant) Category is more competitive with low entry price points for oil changes to bring in traffic 4
  5. 5. Sq1Agency.comCONFIDENTIAL The Solution Sq1 worked with Jiffy Lube to build a portal allowing each DMA  Customization of offer  Localization of offer  Easy to use  Flexibility of offer content timing, etc. National Ad Fund could then be allocated to localized messaging Local Markets can add incremental dollars to PPC budget 5
  6. 6. Sq1Agency.comCONFIDENTIAL KPI’s and Measuring PPC Results 6 Clicks CPC Page Views Conversion Rates Coupon Prints Cost Per Print Impression Share ROAS Profitability ROI The Wrong Way A Better Way The Right Way
  7. 7. Sq1Agency.comCONFIDENTIAL Results: ROAS has improved from less than $2:1 to almost $8:1 7 3065 4249 4287 5223 6391 8466 15034 15081 15202 $58.50 $39.18 $37.25 $24.01 $19.23 $14.46 $10.49 $10.81 $10.60 $0.00 $10.00 $20.00 $30.00 $40.00 $50.00 $60.00 $70.00 0 2000 4000 6000 8000 10000 12000 14000 16000 October November December January February March April May June PPC Redemptions Cost Per Redemption Attribution data suggests that there is an additional multiplier effect of approx 2.2X Car counts are now positive after 13 consecutive years of decline
  8. 8. Sq1Agency.comCONFIDENTIAL Other Activities Important to Jiffy Lubes Digital Success Sq1 has lowered Display CPM’s for Jiffy Lube from almost $4 to under $1  Brand Awareness and preference scores are at an all time high Sq1 has managed Jiffy Lubes SEO  Year over year, Q2 organic traffic to increased by 80%, from 667K in 2013 to 1.49 Million in 2014 8
  9. 9. Sq1Agency.comCONFIDENTIAL Key Takeaways 1. Define your Objectives/KPI’s up front so that they are meaningful to the organization, measureable and actionable 2. Challenge the status quo by constantly testing new ideas and solutions 3. Make it Relevant. Localize and personalize your messaging to consumers as much as possible. One size does not fit all…or most