WELCOME TO THE WEBINAR SERIES!
Today’s event will begin shortly.
Work Truck Solutions and Ford Pro™ Webinar Series
July 16, 2025
Hosted by:
Kathryn Schifferle, Founder & Chief Vision Officer, Work Truck Solutions
Mark Wexler, Commercial Vehicle & Fleet Sales Director, The Ford Store Morgan Hill
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.
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. Awell-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.
Core Channels for Commercial Dealerships
Digital Website + blog
Social Media
Paid Ads
Email Traditional Newspapers and magazines
TV/Radio
Billboards
Interpersonal
Events
Phone calls
Multi-Channel Campaign Example
The Unified Messaging Approach
Website + Blog
Prominent callout for commercial customers
Commercial page + blog anchor post features unified messaging re. 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
Repurpose text from previous messaging efforts
Include links to relevant website landing pages
Newspapers & Magazines
TV & Radio
Utilize content and assets from
Find a reason for them to care
Include calls-to-action
Billboards
OWN YOUR OWN BACKYARD
Let them know where you are
K.I.S.S.
Less is more. Don’t overload the viewers
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
Phone Calls
Categorize leads from all campaign sources into your CRM
Customize lead routing for follow-up calls
Outbound contact with a purpose
Wexler’s Wins
Building relationships with Commercial Customers!
- 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!
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
Questions
Comments - Feedback
(Reminder: Ford Dealer Toolbox)