Project Google Review
Performance Auto Group
Launch Date:
Objective
The goal of this campaign was to dramatically increase AutoPlanet’s Google Reviews to build trust and credibility among potential customers. We recognized that Google Reviews play a critical role in influencing buying decisions, and we aimed to establish AutoPlanet as the most trusted car dealership in North America by significantly boosting the volume and quality of our reviews.
Campaign Design & Offer:
We crafted a multi-faceted approach, leveraging timing, customer interaction, and sales associate incentives to maximize the number of Google Reviews collected.
Offer:
This campaign focused on ensuring that reviews were collected at the right time in the customer journey and from customers who were most likely to share positive experiences. Here’s how we executed it:
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Sales Associate Nominations:
Each week, sales associates were tasked with nominating 10 of their best customers to leave reviews. These customers were those who had experienced a positive sales journey and were likely to provide high ratings. -
Timing is Key:
Through careful analysis, we realized the optimal time to ask for a review was when the customer was collecting their new car. At this point, customers were excited, satisfied with their purchase, and in a positive mood, making them more likely to leave glowing feedback. -
Engaging with Customers On-Site:
We had a professional photographer on-site who would engage customers during vehicle pick-up. The photographer took high-quality, professional pictures of the customer with their new car and also gave them a polaroid print with a QR code on it. This QR code directed them straight to our Google Reviews page, making the process seamless and immediate. -
Sales Associate Incentives:
To motivate our team, we created a competitive environment by offering monthly financial rewards for sales associates who successfully encouraged the most reviews. This created excitement within the team and gave them an incentive to consistently ask customers for feedback.
Strategy:
The core strategy of the campaign was to make leaving a review easy, timely, and meaningful for customers, while ensuring sales associates were driven to support this initiative. Key elements included:
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Customer Engagement at the Right Moment:
We asked for reviews at the moment of highest customer satisfaction—when they were picking up their new car—making it more likely to generate positive feedback. -
Polaroid Keepsakes with QR Codes:
Customers received a physical polaroid photo as a memorable keepsake, with a QR code that directly linked to the review page, eliminating any friction in the process. -
Monthly Sales Associate Awards:
We incentivized associates to prioritize reviews by offering financial rewards for the top performers, encouraging them to consistently seek out reviews.
Results:
The campaign resulted in a substantial increase in Google Reviews, significantly boosting AutoPlanet’s online reputation and credibility:
- Google Reviews increased from 2,200 to 8,600 in just 12 months, a nearly 4x increase.
- 4.8-star average rating, solidifying AutoPlanet as the highest-rated dealership in North America.
- Improved customer trust: The influx of positive reviews became a key selling point for future customers, greatly enhancing the brand’s reputation and influencing purchase decisions.
- Enhanced SEO: The increase in Google Reviews significantly boosted AutoPlanet’s local SEO rankings, making it the top dealership in searches for the GTA and surrounding areas.
Conclusion:
By focusing on the right timing, personal interaction, and incentivizing our sales team, we transformed AutoPlanet’s Google Reviews into a powerful asset for the business. With reviews skyrocketing from 2,200 to 8,600 and maintaining an impressive 4.8-star rating, we not only built trust with potential buyers but also established a strong competitive moat for future advertising efforts. This initiative positioned AutoPlanet as a trusted leader in the automotive industry and made our Google Reviews a key differentiator in the market.
