Jim Carroll, principal of Koons Ford in Hollywood, Fla., and Courtesy Ford in Kendall, Fla., realized he needed a bigger voice.
Carroll said his stores have good reputations and have a combined 42 years in business in the area. But with the onset of large publicly owned dealer groups, he needed to respond to remain viable.
So he changed the name of his stores in January to World Ford in Hollywood and World Ford in Kendall. That allowed him to market both stores at once in TV commercials, which Carroll bought for the first time, and combine radio spots that aired throughout the Miami-Fort Lauderdale market.
Carroll's stores also embraced a low-key, low-pressure sales philosophy: 'Come in, have a cup of coffee and get to know us.'
Warren Chiavaroli, head of Southland Advertising South of Fort Lauderdale, said, 'The difference is straight talk, one price, selection and service. Warm and fuzzy.'
Southland came up with the new moniker and developed a six-month campaign to market the name change.
Last year, combined revenue for both stores, including service, was $167.2 million on 6,289 new-car sales and 5,085 used-car sales.
Part of the campaign was a month long promotion, called 'The World's First A-Ford-A-Thon,' which was held this past March to sell 800 vehicles. According to Southland, Carroll's two stores racked up 916 sales that month.