B/R/C Helps Auto Parts Distributor Reach Wider Customer Base

Share this article:
B/R/C Marketing Inc., Dayton, OH, a marketing and advertising agency, added Johnson Industries Inc. as a client with a mandate to develop direct mail programs, promotions and other advertising materials for the auto parts distributor.


Johnson Industries, Atlanta, the world's largest distributor of General Motors and AC Delco parts to GM car and truck dealers, hired B/R/C to help broaden its customer base to other markets like independent oil distributors that have contracts with auto dealerships and repair shops.


B/R/C President Raul Ramos said the firm is still ironing out financial terms pending specifics on list sizes and the depth of direct mail work it will do for Johnson. The time frame for B/R/C's promotions will be clearer when Johnson finishes developing its internal sales to handle customer responses to the mail campaigns.


"We've developed the creative; we've developed the packages; but, as yet, we have not released it because they don't have the inhouse resources ready so when the leads start coming in, they can handle them," Ramos said.


B/R/C also will handle a joint promotion between Johnson and one of its partners, Automobile Protection Corp., which provides extended service contracts to dealerships.


Johnson maintains an inventory of more than 85,000 parts that it distributes to GM car and truck dealers domestically and abroad. The company also provides automotive products and services for the fleet maintenance centers of firms like National Car Rental and Federal Express.
Share this article:
close

Next Article in Agency

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

John Wanamaker Is Dead, Long Live the CMO

John Wanamaker Is Dead, Long Live the CMO

A century-old motto isn't—and shouldn't be—relevant today. CMOs need to get with the times and put their customer knowledge to good use.

Unleashing the True Power of the Customer

Unleashing the True Power of the Customer

Retailers who harness customer loyalty program data can create a customer-centric competitive advantage.

News Byte: Gartner Retail Expert Joins eCommera as CMO

News Byte: Gartner Retail Expert Joins eCommera as ...

Kevin Sterneckert brings a wealth of knowledge and experience to eCommera.