Independently owned local small business accomplishes goal of driving new potential customers using direct mail + digital advertising
Case Study Objective
To drive new customers, increase membership in the car wash club, and attract car wash service customers shopping in the vicinity. Capital City Car Wash is a longstanding, full-service car wash business specializing in superior customer service. Their popular monthly subscription plans include discounts and perks to keep members’ cars sparkling. While the company has a history of success with direct mail, email marketing and push campaigns, they wanted to see how effective incorporating digital advertising could be in helping them reach their target audience and accomplish their goals.
Strategy
The marketing plan consisted of full- and half-page magazine ads combined with half-price deals online. Capital City Car Wash wanted to differentiate its service and value from national chains and boost its online presence / recurring visits. They were ready to hyper-target key geographic areas with multiple, consistent ad impressions, thus embarking on an addressable geofencing display advertising digital marketing campaign. The car wash then worked with Clipp to map out a geofence tightly focused on targeted ZIP codes with a demographic of car owners at a certain income level. The findings were then used with well-timed and well-placed offers to boost reach and brand awareness.
Results of the Case Study
Robert Staiger, owner of Capital City Car Wash in Camp Hill, PA, was incredibly pleased with the results of precise digital advertising message via geofenced ads. This marketing strategy resulted in a 40% lift in web traffic. He praised our marketing services and usefulness of the real-time reporting to zero in on areas they’d like to impact:
Once we started digital, customers started initiating conversations with us. They’re asking us how to get a membership — and we’ve never had that before. These addressable, geofenced ads give you the power of already having the conversation started when people come to our business. The versatility to customize the fencing on demand is a huge advantage of digital. With the reporting, we can see areas we’d like to pivot in and optimize the campaign in real-time.”
– Robert Staiger, Owner
Ad Visual
