The client hired Romph & Pou Agency mid-2013 after expanding their quick lube empire to two new markets. R&P was tasked to grow sales in the new markets, as well as address a six-month sales downturn in their existing market.
Strategy & Execution.
After analyzing customer data to identify key characteristics and preferences by market, Romph & Pou created a marketing strategy to both build brand awareness and increase overall car count. R&P used a combination of television, radio, pay-per-click advertising, online display and direct mail to entice both new and previous customers to visit the client’s stores. Brand messaging focused on value and speed, so the client could better compete with other Quick Lubes and dealerships that offered lower service price points. Beginning in 2015, R&P also added secondary services to the brand message to increase monthly ticket averages.
TOTAL SALES INCREASE
SALES INCREASE IN NEW TEXAS MARKETS
INCREASE IN MONTHLY CAR COUNT
Ticket Average Increase
Romph & Pou’s marketing strategy not only achieved the client’s original goals, but it also put them in a position to sell their business in January 2017 to a Fortune 500 company. In their time with R&P, the client experienced sales increases across all markets in 2014, 2015 and 2016. From 2013 to 2016, total sales increased by 24.35%, with a 7.85% increase in their more mature market and a 43.22% increase in their newer markets. In addition (from 2013 to 2016), the average monthly car count increased by 2,363 vehicles, and the ticket average grew by $7.06.