When you’re promised something as a consumer, you expect a reputable company to follow through on their promise, right?
But what happens when they decide not to, to sweep the situation under the rug with a band-aid because they know you can’t do anything against it?
It’s a helpless feeling, and it’s exactly what I experienced when my car dealership promised to reimburse me for a rental car, and then didn’t.
I was out $973.33, until I spent just a few dollars using Facebook ads, and got a full reimbursement.
I tried multiple times to resolve this issue, and doing using the following tactic wasn’t even something I had thought of – until a few days later when I got thinking of the situation again, and remembered the Dollar a Day strategy my friend Dennis used when he had a run-in with Uber.
This technique is very effective, and you should only use it when the company has clearly done wrong. Resolve to using this aggressive tactic only when you’ve exhausted your options to make the situation right. You may have purchased a product online that was complete BS, but the person who sold it refused to give a refund, despite the promises that they left unfulfilled. However, it works best with bigger companies because they generally care more about their reputation.
Here’s what I did:
- I documented the story using screenshots as proof, inside an article that I posted to a bare-bones WordPress site.
- I posted from my Facebook public figure page, with a link to the article. So did my good friend and mentor, Dennis, who has more intriguing stories similar to this one.
- I then ran a simple Facebook ad behind the post, Doing workplace targeting. People who work at the dealership and others under the same umbrella:
- I was contacted again by the dealership, promised a check for the remainder of the bill, and apologized to by the general manager.
Here’s the stats:
28% CTR on the link – but we weren’t bidding for clicks, we were bidding for impressions. We want the members at the company and anybody related to see this ad as many times as possible. These numbers are fantastic, mainly because of how direct and clear the messaging was. When bidding for Reach/impressions, you can typically expect terrible CTR.
When the relevancy and CTR are that high, the effect is not only penny clicks, but a higher likelihood of “conversion”.
In this case, the “conversion” is the dealership taking care of business immediately.
They are definitely going to be getting calls from GM corporate, other dealerships, and other employees at their dealership.
The bigger they are, the more effective our “dollar a day” strategy, since bigger companies care more about their reputation.
All this for $4.33.
Just imagine if you spent $20 or even $200?
That’s why there’s just no winning against the Dollar a Day strategy – as long as you have a clear case, showing what the company did wrong.
The point is that social media evens the playing field, so companies that ignore customers have to either fix problems or remove claims that they actually care.