Victory Auto Service and Glass Case Study

Auto Repair Goes Social. Victory Auto Service and Glass, founded in 1997 by Jeff Matt, built its base of loyal customers with strong personal relationships. Personal customer service is at the heart of Victory Auto’s business model. The company has five locations and a mobile auto glass service in the Minneapolis, Minnesota, metro area. As the business grew from its first location, Matt found that maintaining the personal relationships with his customers, which was the core of his company’s success, became more difficult to maintain. Matt decided to turn to social media to complement face-to-face connections with Victory Auto’s customers and sought the help of Stephanie Gutierrez, a communications specialist and loyal customer, to help create a social media strategy for Victory Auto. Gutierrez experimented with various social media tactics until she found a strategy that supported the personal connection with customers that Matt relied on to build his company. Facebook is the heart of Victory Auto’s social media strategy. When Gutierrez developed the company’s Facebook page, at first, she posted longer articles with links to articles about cars. However, these posts did not seem to register with the typical customer. Then she took the time to think like the business’s average customer: car owners who were not necessarily interested in cars. Customers typically interact with Victory Auto because they have to, not because they want to. Instead of creating a page with information on cars, Gutierrez added posts related to traffic, commuting, and travel that everyone who owns a car would be interested in reading. She posted much shorter text entries that were written in a personal style with many photos. The second major aspect of Victory Auto’s social media strategy involved YouTube videos. Gutierrez developed several short videos that were geared toward people who did not know much about cars. The videos on Victory Auto’s YouTube channel included short how-to videos and tours of its various store locations around Minneapolis. Its most popular video was one that showed how to top off windshield wiper fluid. Matt believes that success in the auto service business is based on trust and that trust is built by getting to know the people who work at Victory Auto. Many of the social media posts were about employees of Victory Auto, focusing on their birthdays, other celebrations, and day-to-day casual interactions while at work. About 20% of Victory Auto employees are active on Facebook. When they became Facebook and sometimes even personal friends with customers, they were encouraged to share photos on Facebook. These photos could then be tagged to help build more traffic at the Victory Auto Facebook page. Victory Auto Glass used social media to promote various charities, including Mothers Against Drunk Drivers and Toys for Tots. A local charity that Victory Auto is heavily involved with is Free2Be, which provides auto care and donated cars for economically disadvantaged people in Anoka County, Minnesota. Volunteers with Free2Be can use the repair bays at Victory Auto free of charge to repair donated cars. Victory Auto also gave free or discounted car repairs for people helped by the Free2Be program. Gutierrez posted some of these stories on the company’s Facebook page to help promote the charity. Results Victory Auto has seen significant returns on its investment in social media. The company has opened two of its five locations since implementing its social media strategy. Most of the customers of the two newest locations heard about Victory Auto from word of mouth or online. More than 60% of fans and people talking about the company’s Facebook page were female. Victory Auto became a certified female-friendly auto repair shop with AskPatty, a website that provides automotive advice for women. The company estimates that 50 to 60% of its customers are female, which is far above the industry average. Victory Auto has more than 1,200 likes on its Facebook page. Identify at least three lessons that entrepreneurs can learn from Victory Auto’s use of social media. Sources: Scarborough, Norman M. Essentials of Entrepreneurship and Small Business Management, 9th Edition. Pearson, 20180110. VitalBook file. Based on Louise Julig, “How an Auto Repair Shop Is Winning Female Customers with Social Media,” Social Media Examiner, September 25, 2013, https://www.socialmediaexaminer.com/social-media-case-study-victory-auto/ (Links to an external site.) “About Us,” Victory Auto Service and Glass, n.d., http://www.victoryautoservice.com/about.html (Links to an external site.) “Victory Auto Service and Glass,” Facebook, n.d., https://www.facebook.com/fridleyvictory/ (Links to an external site.) “VictoryAutoService,” YouTube, n.d., https://www.youtube.com/channel/UCsBv4zmSqaa4CrLXmN0jMTQ (Links to an external site.). (Scarborough 357) DELIVERABLE: Determine how an entrepreneur starting a new business can develop a social media plan to boost its visibility, sales, and profits through a social media strategy. Identify at least three marketing strategies that Victory Auto can use to increase its visibility, sales, and profits. Explain how the company should implement each one.

Struggling to find relevant content? Order a custom essay on
Victory Auto Service and Glass Case Study
Let our experts save you the hassle
Order Now
Calculate the price
Make an order in advance and get the best price
Pages (550 words)
$0.00
*Price with a welcome 15% discount applied.
Pro tip: If you want to save more money and pay the lowest price, you need to set a more extended deadline.
We know how difficult it is to be a student these days. That's why our prices are one of the most affordable on the market, and there are no hidden fees.

Instead, we offer bonuses, discounts, and free services to make your experience outstanding.
Sign up, place your order, and leave the rest to our professional paper writers in less than 2 minutes.
step 1
Upload assignment instructions
Fill out the order form and provide paper details. You can even attach screenshots or add additional instructions later. If something is not clear or missing, the writer will contact you for clarification.
s
Get personalized services with GPA Fix
One writer for all your papers
You can select one writer for all your papers. This option enhances the consistency in the quality of your assignments. Select your preferred writer from the list of writers who have handledf your previous assignments
Same paper from different writers
Are you ordering the same assignment for a friend? You can get the same paper from different writers. The goal is to produce 100% unique and original papers
Copy of sources used
Our homework writers will provide you with copies of sources used on your request. Just add the option when plaing your order
What our partners say about us
We appreciate every review and are always looking for ways to grow. See what other students think about our do my paper service.
Technology
My paper was sent back after my due date time
Customer 452901, November 12th, 2022
Nursing
Thank you for a great paper!!
Customer 452707, November 28th, 2022
Literature
Thank you , this is perfect !
Customer 452795, May 15th, 2022
Criminal Justice
Excellent Work!!!
Customer 452587, March 10th, 2022
Nursing
Thank you!
Customer 452707, June 29th, 2022
Nursing
The writer went above and beyond for this assignment. I am so grateful for the help.
Customer 452707, August 19th, 2022
Psychology
The paper is well written and professional. I highly recommend
Customer 452485, August 22nd, 2021
Nursing
Always on time and a life saver for sure!!!!!!!!!!!!
Customer 452453, October 22nd, 2021
Human Resources Management (HRM)
great
Customer 452813, February 4th, 2024
ENVIRONMENT SCIENCE
EXCELLENT
Customer 452813, June 19th, 2022
Social Work and Human Services
Thank You!
Customer 452587, November 17th, 2021
Education
Thank you so much for all the help, I really appreciate it!
Customer 452631, November 3rd, 2021
OUR GIFT TO YOU
15% OFF your first order
Use a coupon FIRST15 and enjoy expert help with any task at the most affordable price.
Claim my 15% OFF Order in Chat

Good News ! We now help with PROCTORED EXAM. Chat with a support agent for more information