Large Gas Station Chain
Under NDA
Reputation Management
⭐ Featured
Duration
3-4 months
Budget
$25k-50k
Difficulty
Hard
Industries
Retail
ORM
Reputation Management
Crisis Management
Content Marketing
SERM
Situation
Average daily traffic: 3,000 customers per day, Revenue: $86,000 per day
Financial Damage
The company was losing up to $600,000 per month
Problem
Massive spread of negative feedback about low fuel quality → sharp decline in trust, customer outflow, revenue losses up to $600,000 per month
Tasks
- •Suppress negativity in search engines and social media
- •Isolate and neutralize the source of rumors
- •Form a positive media environment
- •Restore and multiply customer traffic
- •Increase brand trust through loyal community
Solutions
- •Comprehensive monitoring of brand mentions
- •Launch of a system for responding to negative reviews
- •Conducted displacement campaign in search engines and review sites
- •Launched content marketing: publications in media, blogs, social networks
- •Engagement of loyal customers and micro-influencers, launched program for forming "brand advocates"
Results
- •Traffic grew: from 3,000 to 10,000 customers per day
- •Revenue increased: from $86,000 to $300,000 per day
- •Revenue growth: +$214,000 per day, +$6.42 million per month
Financial Effect
The company achieved triple growth in customer traffic and revenue
Conclusions
1
Reputation is not about "reviews", it's about money in the cash register
2
Proper information environment management can triple traffic
3
Combination of negativity suppression and positive content is the key