One of the most engaging ways the oil companies have sought to educate the consumer is Shell Oils’ TV documentary series Shell Helix Driven to Extremes, screened on the Discovery Channel earlier this year.

 “Oil and lubricants can often be overlooked by drivers, so we wanted to come up with an idea that would demonstrate what goes on under the bonnet, and the work that an oil needs to do to keep engines running,” said Carys Henshaw, marketing manager for UK Shell Helix. Three one-hour episodes, which will be repeated on ITV4 from September 22 at 9pm, demonstrated the product’s ability to withstand the winter cold in Siberia, the extreme heat of Western China and some of the world’s most challenging roads in the rainforests of southern Malaysia.

Henshaw is proud of its success: “Our YouTube channel has drawn in over 4.5 million viewers so far and we expect more interest as the show will be aired again. We believe it is a unique way to create a brand link with driving and adventure enthusiasts and show people just how important using the right motor oil is. The footage is something franchised dealers can easily access and refer to in conversations with customers.”

But it’s not just the glitz and glamour. Shell Lubricants key account manager Lee Standish is keen to highlight the company’s support to its franchised dealer partners, including incentives such as discounts on oil extraction equipment and free collection of used oil and waste as well as training for service advisers.

 

Getting the message out

Castrol Professional offers UK franchised workshops a number of different schemes, including ‘right oil right car’ training, designed to improve technical understanding and to empower reception staff to explain the benefits of premium lubricant to customers.

Jo Clayton, Castrol franchised workshop marketing manager for the UK & Ireland, said: “It’s important to get across the message that spending a little extra now can provide greater savings in the long-term. Having the knowledge and confidence to justify these claims is crucial. It’s down to service desks to illustrate the benefits of manufacturer-recommended oil to customers to keep them coming back to the workshop in future.”

Castrol Professional has released data* from a survey that asked consumers for their top three reasons for choosing an oil:

♦ 41% said the protection that oil gave their engine

♦ 27% cited ‘advice from sales staff’

♦ 27% listed the recommendation from the manufacturer.

It provides more evidence that consumers are open to a sales approach if only franchised dealers can deliver the right message at the right time at the right price.

Mobil 1 is trying to tackle the area with its Performance Programme, a digital tool to help dealers increase lubricant sales and profitability. Launched in 2011, it provides dealers with digital marketing, sales and training resources incorporating a  product selector to help them promote and sell Mobil 1 branded lubricants more effectively.

Offering transparency of costs, competitive offers, convenience and  online information will encourage motorists to reconsider the franchised sector, but they must also be made aware that the consequences of running an engine with lower than optimum oil levels can be expensive and dramatic.

At Snows, Maidment is enjoying the fruits of a group-wide lapsed service customer marketing campaign. He is hoping to educate these customers that fixed price servicing is good value and has added advantages.

Given Halfords’ recent campaign, dealers have to be equally forthright with their offering online and in the showroom if they are to turn the tide. If Maidment’s experience is anything to go by, it can be done.

* Market share by volume: increase from 62 per cent (three-year rolling average, 2003-2005) to 68 per cent (2009-2011)
Data source: GiPA (Groupement inter Professionel de l’Automobile) Lubricant Monograph (GiPA ‘Solutions for parts & services intelligence’ – market intelligent specialist in aftersales for car, heavy duty and two-wheels)
**Nationwide online survey (EAME Stay Ahead Campaign) of 1,000 UK motorists aged 18+, conducted on behalf of Mobil 1 by GfK Automotive Research – market research experts, in February 2013.