What is omnichannel marketing, and how can it help drive more guests to your quick lube shop?
Earlier this year, Jeff Tremper, senior vice president of Throttle CRM Service Reminders, joined the NOLN Podcast to break down the concept of omnichannel marketing—an approach to marketing that ties together all of a brand’s channels—from digital properties such as social media accounts and websites to traditional media, including billboards, direct mail, and print ads.
About 90% of customers expect consistent messaging from a company across channels, said Tremper, who added that 78% will respond better to the same message being delivered across multiple platforms.
As the term implies, a well-crafted omnichannel marketing strategy will make customers feel more familiar with and connected to a brand everywhere they see it by using messaging that is consistent everywhere it’s displayed.
To help NOLN Podcast listeners get started on developing an omnichannel marketing strategy for their quick lube business, he offered these five tips:
- Be consistent in your messaging. Use the same fonts, colors, logos, and offers across all marketing channels. Consistency builds trust, and it prevents customer confusion, Tremper said.
- Prioritize online reviews and respond to all customer feedback. Quick lube shops should ask for reviews during and after service, said Tremper. Provide a QR code and/or text link to Google Reviews and/or other feedback platforms. Once customers submit reviews, make a habit of responding professionally to both positive and negative submissions. This practice will show accountability and build credibility, said Tremper.
- Different digital tactics, one common goal. While the look and feel of a brand’s marketing channels should be consistent, each platform can be used for different specific goals in service of ultimately driving up sales. For example, Tremper recommended using email marketing to deliver service reminders, education, and store promotions. SMS—or text messaging—meanwhile, comes with a greater sense of immediacy, making it an ideal way to offer flash sales or same-day offers. When using SMS, though, be sure your messages are compliant with Telephone Consumer Protection Act regulations, Tremper said.
- Do it right with direct mail. Traditional mail marketing materials offer operators a chance to deliver messaging to customers with a personal touch. Mail pieces can be customized to include a customer’s name, vehicle information, and local shop photos, said Tremper. Add a QR code to your print materials to better connect offline and online engagement between shop and consumer, Tremper said.
- Track your progress. No omnichannel marketing strategy is complete without a system for tracking its results. Monitor key performance indicators, such as email open rates and coupon redemptions to see what’s working (and what isn’t). Tremper added that it’s a good practice to assign unique coupon codes per channel and train staff to identify offers being redeemed correctly when logging them into a point-of-service system so that performance can be accurately reported.
For more marketing insights from Jeff Tremper, listen to this full NOLN Podcast episode, originally published on June 12, 2025:
