Automotive Digital Marketing

Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders

Loading... Be Patient!

Customers today have access to more information than ever, which means you and your clients need to be experts on your product. Matt DiPaulo, Castrol’s Channel Marketing Manager, is constantly challenged with educating the shops who use Castrol oil, as well as the prospects who may not understand the value Castrol oil provides their shop. How does he address this?

DiPaulo turned to one of Castrol’s most successful shops for help. By doing so, he made his client stand out as an expert, providing useful information on his products. His client actually made his job easier, and made Castrol more relevant to existing customers and prospects. Other shops were naturally more inclined to trust the testimonials about Castrol lubricant technology from a fellow shop in their industry, rather than someone trying to sell it to them.


Of course, DiPaulo and his team had to carefully consider who that customer spokesperson would be. Ultimately, they chose Wofford’s European Car. DiPaulo partnered with WinWinVideos to reward Wofford’s with a video of their shop, a video to help recruit technicians, and a client testimonial, all in exchange for his marketing testimonial.


In this resulting video testimonial, Wofford’s is clearly an industry expert on how durable Castrol’s products are, how they reduce engine wear and noise, and how they increase fuel economy. Customers want to hear relevant benefits like this from a trusted expert, which is why this testimonial worked. This story offers a valuable lesson on how to excel in your B2B efforts: always establish win-win partnerships with your clients.

Customers in every industry are your best ally. Reward those who are your most passionate: they are your best cheerleaders to win new customers and encourage underperforming customers to step up to the next level. Think of creative ways to reward those customers — in doing so, you make a commitment to your customer that ensures a lasting, trusting relationship.


With strategies like this, it’s no wonder Castrol has established itself as such a market leader. Thankfully though, the rest of us can use these lessons too. If you want to build win-win relationships with your clients and use this momentum to earn even more clients, look no further than Media272’s WinWinVideos.

Get Started with Video Testimonials

Other popular posts by Media272 content strategist Drew Estes:

Views: 54

Tags: b2b, castrol, insight, marketing


Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Join Automotive Digital Marketing

Automotive Professional Network and Resource Exchange for Car Dealers, Managers, OEM and Marketing Practitioners seeking Best Practices.

ADM Sponsor

Please Consider Automotive Marketing Professional Community Sponsors

ADM Badge


Based On Your Interests...

ADM Consulting, LLC

Onsite/Offsite Combination ADM Consulting, LLC Professional Services
Select the maximum monthly investment you plan to make
Sign up for

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

ADM Events

October 2019

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......


Top Automotive Marketing Forum Discussions

1. Electric Vehicle is the Future

Posted by Dwayne Jhonson on August 29, 2019

2. Email marketing

Posted by Andrew Qrueed on August 26, 2019

4. 5 Ideas for car dealers FB page

Posted by Kevin Lewis on August 6, 2019

Share the Best Content w/AutoMarketing Community

© 2019   Created by Ralph Paglia.   Powered by

ADM Badges  |  Report an Issue  |  Terms of Service