Ford Pro/Work Truck Solutions Webinar - Effective Multi-Channel Communication

WELCOME TO THE WEBINAR SERIES! Today’s event will begin shortly.

Right Truck. Right Place. Right Time.®

Work Truck Solutions and Ford Pro™ Webinar Series July 16, 2025

Effective Multi-Channel Communication Hosted by: Kathryn Schifferle, Founder & Chief Vision Officer, Work Truck Solutions Mark Wexler, Commercial Vehicle & Fleet Sales Director, The Ford Store Morgan Hill Right Truck. Right Place. Right Time.®

Points We’ll Cover In This Webinar 1. Are you reaching your customers where they actually are? a. Why multi-channel messaging matters. b. What are your core channels? c. Is your messaging unified for maximum impact?

2. Multi-channel campaign example a. What an effective unified multi-channel communication looks like.

Right Truck. Right Place. Right Time.®

Meeting Customers Where They Are: Why One Channel Isn’t Enough

1.

Buyers interact with businesses across multiple platforms—your communication strategy needs to keep up.

2.

Limiting engagement with your inventory to a single channel means missing opportunities.

3.

A well-integrated and branded approach keeps your dealership visible and relevant in a competitive market.

4.

Customers want to interact across various touch points, and when they are ready—meet them always where they are.

Right Truck. Right Place. Right Time.®

Core Channels for Commercial Dealerships

Digital Website + blog Social Media Paid Ads Email

Traditional Newspapers and magazines TV/Radio Billboards

Interpersonal Events Phone calls Right Truck. Right Place. Right Time.®

Multi-Channel Campaign Example

The Unified Messaging Approach

Right Truck. Right Place. Right Time.®

Website + Blog Prominent callout for commercial customers

Commercial page + blog anchor post features unified messaging re. dealership becoming a Ford Pro™ Commercial Vehicle Center

Website Bonus OWN YOUR OWN BACKYARD Make sure your local customers know where you’re located

Right Truck. Right Place. Right Time.®

Social Media YouTube video with messaging about the dealership becoming a Ford Pro™ Commercial Vehicle Center

Facebook post with messaging about the dealership becoming a Ford Pro™ Commercial Vehicle Center

Right Truck. Right Place. Right Time.®

Paid Ads Repurpose your assets to build consistent paid ads Drive traffic to campaign landing pages Re-Targeting

Right Truck. Right Place. Right Time.®

Email Repurpose text from previous messaging efforts Include links to relevant website landing pages

Right Truck. Right Place. Right Time.®

Newspapers & Magazines

Right Truck. Right Place. Right Time.®

TV & Radio Utilize content and assets from earlier messaging Find a reason for them to care Include calls-to-action

Right Truck. Right Place. Right Time.®

Billboards K.I.S.S. Less is more. Don’t overload the viewers

OWN YOUR OWN BACKYARD Let them know where you are

Right Truck. Right Place. Right Time.®

Events Keep continuity of the theme Use QR codes to drive traffic to website and to garner leads Testimonials/case studies (when able) Have a purpose

Right Truck. Right Place. Right Time.®

Phone Calls Categorize leads from all campaign sources into your CRM Customize lead routing for follow-up calls Outbound contact with a purpose

Right Truck. Right Place. Right Time.®

Wexler’s Wins Building relationships with Commercial Customers!

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Owning the Customer They’re really looking for a Person Handling the Entire Sales Process

Ford Pro™ Fin Simple [Ford Credit Commercial] -

CLOCs - “Best invention since the assembly line and pizza” “Getting to YES”

Ford Telematics -

Ford makes it easy; Zoom/Teams call with Ford & Customer Send in Leads - Many small-medium companies really do have the need

Work Truck Solutions -

Competitive comparison Ease of updating photos, pricing, rebates, etc.

CSM support on Email (2 Minute Prospecting, Hyperlinks, etc.)

Ask for help - don’t be shy!

Right Truck. Right Place. Right Time.®

Wexler’s Areas of Opportunity The Ford Store Morgan Hill -

Email - monthly e-blasts TRAC Social - we tried truck videos on Instagram

Work Truck Solutions -

Working to bring even more leads

Right Truck. Right Place. Right Time.®

2025 Fall Events

Fall 2025 Commercial

Vehicle Business Summit

Q4 Webinar: Strategies for Closing the Year Strong Date: TBD (in Oct)

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Questions Comments - Feedback (Reminder: Ford Dealer Toolbox)

Right Truck. Right Place. Right Time.®