How Jiffy Lube is Winning with Digital from DRS, 7.29.14
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Sq1Agency.com CONFIDENTIAL Sq1.com
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Jeff Lack from Jiffy Lube and Jim Badum from Sq1 presentation deck from Digiday Retail Summit, 7.29.14
Transcript of How Jiffy Lube is Winning with Digital from DRS, 7.29.14
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How Jiffy Lube’s Digital Program Became a Well Oiled Machine
Digiday Retail Summit
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Jeffrey LackChief Marketing Officer
Jim BadumVice Chairman
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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
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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
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KPI’s and Measuring PPC Results
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
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Results: ROAS has improved from less than $2:1 to almost $8:1
October November December January February March April May June0
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14000
16000
$0.00
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
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30654249 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
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
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Other Activities Important to Jiffy Lubes Digital SuccessSq1 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 JiffyLube.com increased by 80%, from 667K in
2013 to 1.49 Million in 2014
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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
