Volkswagen Taps DealerSocket's Digital Business, DealerFire, to Launch New Service-Retention Initiative

May 31, 2019

DealerFire will offer three co-op-eligible advertising packages under the recently launched Volkswagen Service and Parts Advertising Program

DealerSocket Inc., a leading provider of automotive retail software, is announcing that Volkswagen has tapped DealerFire to drive a new digital advertising initiative aimed at helping Volkswagen dealers grab a bigger share of the $350 billion U.S. vehicle repair market.

DealerFire will offer three packages under the Volkswagen Service and Parts Advertising program that are eligible for a 50% retail co-op reimbursement. Each package will include content development and a mix of social, display, and search advertising, including the ability to promote service offers and specials directly on Facebook. Participating Volkswagen dealers will also utilize DealerFire to reach and target customers on the Google Display Network who are either searching for repairs, maintenance services, or are most likely in need of service work.

"Every month, consumers register over 200 million Google search queries for parts and service. However, franchise dealers capture just 30% of what consumers spend annually on vehicle repairs," said Brian Wagner, general manager of DealerFire. "Volkswagen is putting its best digital-merchandising foot forward with a comprehensive program and has asked DealerFire's award-winning software to drive it."

The automaker's comprehensive group-paid search marketing initiative will be administered through the Volkswagen Dealer Digital Program, which was created to connect the OEM's roughly 650 U.S. dealers to best-in-class technology and digital marketing providers. DealerFire is one of the providers selected to assist dealers under Volkswagen's recently launched initiative, which will feature three levels of paid advertising, service center profile pages, dealer-integrated coupons, call tracking and recording, and online visibility and reputation management.

Through DealerFire's three digital advertising packages - the premium version featuring a customizable HTML5 ad showcasing service coupons and messaging - participating Volkswagen dealers will get access to a Google AdWords-Certified search engine marketing specialist within DealerSocket's team, all Google ad extensions, customizable reporting and display network designs, conversion tracking, and Top 3 position targeting all of which are available in DealerFire's tools.

"What many dealers may not know is that two out of three visits to their websites are for parts and service. And customers who service their vehicles at a dealership are three times more likely to purchase or lease again from that same dealership," Wagner said. "DealerFire is offering three comprehensive packages under Volkswagen's service and parts advertising program, which the automaker made even more compelling by offering 50% co-op on all pay-per-click advertising that is dedicated to fixed ops."

DealerFire was acquired by DealerSocket in 2015 and specializes in dealer websites and digital retailing. DealerFire also houses a full-service digital marketing agency that provides custom-written ads and marketing content, inventory and data targeting, marketing design, and transparent ROI reporting. DealerFire currently partners with sixteen OEMs and supports more than 2,000 dealer websites. DealerFire is the winner of nine-straight AWA Pinnacle Platform awards.

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