Lead Gen with Community Workshops

Challenge:

For this marketing campaign, our goal was to generate leads by increasing brand awareness in the community. The problem that prompted this plan was high customer turnover and the need for new high-quality leads. For our shop, high quality leads were customers similar to our most loyal customers.

Action:

After analyzing our customer demographic data, we found only 30% of customers were middle-aged and older females. However, these customers consistently provided a higher than average ARO (average repair order). Based on this data, we targeted local women’s groups and organizations in Wilton. We then invited members of “Wilton Woman’s Club” to join us for an informative car maintenance workshop. We hosted 10 members and provided everyone with a Free Oil Change Coupon. 4 Coupons were redeemed within 3 months and we had 3 new customers.

Result:

As a result of the workshop, we welcomed three new high-quality customers within 3 months. Due to the positive response of this initiative, workshops were increased to at least 2 each quarter and this form of event marketing became a critical lead gen tool.