By Matt Hayward
CBC would like to congratulate Brandon Ford in Tampa on becoming the #1 volume new Ford dealer & #1 volume CPO Ford dealer in the United States for all of 2019, and thru August, 2020 too!
Going from #183 to #1 might seem impossible, but if you have the right team and the right marketing, it’s not. When Brandon Ford made the decision to hire CBC Automotive Marketing in 2001, they were the #4 Ford dealer in Tampa, and #183 in the US. They were struggling to get their CSI up to par and were working hard to hold gross in a very competitive, price-driven market.
In 2001, Brandon Ford made 2 key changes. They shored up their internal operations, and they hired CBC Automotive Marketing. Once CBC looked at their media mix and marketing plan, we decided to get them on the radio to begin brand-building with a value message and a pricing philosophy. We featured General Manager Wayne Hammond in some unconventional dialogue spots that promoted good customer service and great deals without ever giving specific pricing. By 2002, Brandon Ford, by a large lead, became the #1 volume Ford dealer in Tampa. By 2004 they became the #1 volume Ford dealer in Florida and have stayed in that position ever since.
CBC’s media plan now includes a comprehensive strategy, with an effective mix of traditional and digital to keep Brandon Ford in front of potential customers wherever they consume media. Via traditional and Internet radio, cable advertising, social media advertising, paid search and point of sale…a potential customer sees and hears consistent, integrated Brandon Ford messaging regardless of whether they’re researching a vehicle, browsing the internet or are simply on their commute to work.
Brandon Ford now holds the title as the #1 volume new Ford dealer and #1 CPO Ford dealer in the United States for all of 2019, and up thru August, 2020! Brandon Ford also holds the distinction of having sold more CPO Fords in one month than any other dealer in history.Â
Since CBC began working with Brandon Ford, they have never had a month that has seen red ink (not even during the recession), their CSI ranking has made a complete turn-around and their sales volume and profitability are through the roof. To this day, they are one of the most profitable Ford dealers in the country.
CBC is proud to be a small part of Brandon Ford’s large success!
Whether you sell 30 or 3,000 cars a month, if you have your dealership operations in order, CBC can help take you to the next level. Let’s have a conversation!
Matt Hayward is Director of Business Development and a Senior Account Manager at CBC Automotive Marketing, a Maine ad agency working across the United States with successful dealerships and dealership groups.