Volkswagen has teamed with DealerFire, a website and online retail company for dealers, to help create a new online advertisement focused push for Volkswagen dealers to improve their vehicle repair services.
DealerFire, which automotive retail software company DealerSocket acquired in 2015, will offer three packages under the Volkswagen Service and Parts Advertising program. Those packages are eligible for a 50% retail co-op reimbursement. Content development and a mix of social, display, and search advertising will be part of each package. Also included in the package: the ability to promote service offers and specials directly on Facebook.
Using DealerFire, participating Volkswagen dealers will reach and target customers on the Google Display Network who are either searching for repairs or maintenance services, or they will target customers who are most likely in need of service work.
DealerFire General Manager Brian Wagner said consumers register more than 200 million Google search queries every month for parts and service. But he said franchise dealers capture just 30% of what consumers spend each year on vehicle repairs.
“Volkswagen is putting its best digital-merchandising foot forward with a comprehensive program and has asked DealerFire’s award-winning software to drive it,” Wagner said in a news release.
Volkswagen’s group-paid search marketing initiative will be administered through the Volkswagen Dealer Digital Program. The automaker created that program to connect its approximately 650 U.S. dealers to what it describes as best-in-class technology and digital marketing providers.
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