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

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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.

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