The Fixed Ops Fix
How Service & Body Shop Marketing Can Elevate an Entire Dealership
Though complications in the auto manufacturing process have caused dealership inventory to be uncertain at this time, there is one constant factor that can keep dealerships profitable: fixed ops. Service departments and body shops are a great source of revenue at every automotive dealership. In fact, several of our auto dealership clients have seen great results bringing their repair and collision departments to the forefront of their advertising.
One Midwest domestic dealership saw incredible success promoting their body shop with a combination of paid search and display; a solid display campaign keeps their body shop top of mind in their surrounding community, and a smaller PPC campaign captures low-hanging fruit. In just one month, their body shop traffic went from position #49 on their website’s top page analytics to position #4… beating many of their inventory pages!
For a different Midwest domestic dealer, web design was key to their fixed ops success. The Digital Diagnosis Marketing team created an entire suite of collision-focused content on their existing site, focusing on user experience and search engine optimization. The result was a 130% lift in organic traffic to their collision pages in less than 2 months. Paired with additional promotion via paid social advertising and paid search, the dealership’s collision center has more business than ever.
For a Florida dealership, consistency reigns supreme. Their robust service department campaign, which includes paid search, display, website design, and social, has given them 346% growth year over year on their service appointment page, as well as an incredible 1,630% traffic increase to their service specials page.
So… are you promoting your fixed ops departments with the same vigor as new sales? If not, what are you waiting for?