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SUCCESS STORY

Brown-Daub Ford Lincoln Mercury has been a family-owned business since 1982 when it opened in an acme supermarket building as a Used Car Center. The team at Brown-Daub has come a long way, first acquiring a Ford Lincoln Mercury franchise and then building a state-of-the-art facility in 2005. Today, they serve the eastern Pennsylvania communities in the Lehigh Valley and pride themselves on offering superior sales and service to their customers and friends.

Due to the changing economic climate, J. Shauger, the owner of Brown-Daub Ford Lincoln Mercury, determined his store needed a marketing partner to communicate with customers and prospects. In February 2008, Shauger selected OneCommand as Brown-Daub’s marketing partner. Soon after that, OneCommand partnered with FordDirect to provide Targeted Marketing, a deeply-discounted, multi-channel communication service for Ford, Lincoln and Mercury dealers throughout the country.

Brown-Daub adopted Targeted Marketing’s Base & Boost, which delivers a variety of sales and fixed operations communications via voice, text and email. The implementation of this new program enabled Brown-Daub Ford Lincoln Mercury to capitalize on every opportunity, especially with an impressive increase in their service CSI numbers moving the needle from 86 to 90.

Prior to the introduction of OneCommand and Targeted Marketing, Rhiannon Mayer, the Customer Care Manager, was already running a fully functioning BDC Department. Mayer explains, “I was initially drawn to the ability to keep in contact with customers by voice and email. Our customers love the callbacks they receive from J. after their phone inquiry into the dealership. The feedback we get from the customers is incredible and the communications are significantly influencing customers’ decisions to purchase. These calls are saving deals!”

Today, Brown-Daub’s BDC Department has the opportunity to spend more time on their valuable Internet leads. “We still respond to every Internet lead with a personal phone call,” Mayer says. The team at Brown-Daub also uses the LiveChat solution, which has, according to Mayer, “received a great response from our customers” and keeps the BDC engaged in generating business from their website. “Our BDC continues to make out-bound calls to the customers, but not as many or as efficiently as automated Voice of Authority communications,” continues Mayer. Like many Targeted Marketing customers, Brown-Daub Ford Lincoln Mercury has found that turn-key technology and robust marketing solutions help to deliver messages economically and effectively, which significantly influences customer behavior.

Like many Service Departments, the team at Brown-Daub continually focuses on increasing repeat visits. Because of the Targeted Marketing program, the Service Department is finding it easier to achieve its goals. Mayer explains, “Prior to OneCommand and Targeted Marketing, there was no way for us to contact every customer to remind them when they were due for service. We are now able to do that, which has driven a measurable increase in our service retention and revenue.”

The staff at Brown-Daub Ford Lincoln Mercury continues to expand the use of the Targeted Marketing offering. Last year Shauger recorded a holiday message to spread goodwill and appreciation to customers. The results were astounding as Mayer explains. “Our customers loved the thoughtful touch to the message! They called back to thank us, and some even thought it was live.” This simple gesture resulted in 21 vehicles sales and 651 ROs for $143K in service revenue.

In January the Service Department relied on its Targeted Marketing solution to deliver a multi-channel recall communication to customers whose vehicles were affected. Brown-Daub sent 1,765 communications and returned 185 ROs for $29K in service revenue from customer-pay labor. Proactive and timely communications such as this one go a long way in helping Brown-Daub to maintain its impressive service CSI ratings.

As economic conditions in the automotive industry improve, the team at Brown-Daub Ford Lincoln Mercury stays positive and continues to look forward to a bright future. In Mayer’s words, “as we compare last year’s numbers to this year’s, we see that we are doing great! Our recipe for success is to make more money and spend less. We’re able to do that thanks to Targeted Marketing‘s communications. This service is worth every dollar!”

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