"It was easier for us to do it with the store because we didn't have any preconceived notions, right? We didn't have a GM that had been running the store [a certain way], and we didn't have to convince him: 'Try this,' " Wilson told Automotive News.
"We just said, 'Here's what we're going to do.' Even though he had been a general manager elsewhere, he said, 'I'm in.' "
Wilson said the store works to engage consumers on Facebook, a network that's no longer just a haven for a younger crowd. The site's diverse user base, he said, is getting older.
The digital world touches a broad demographic of consumers. Wilson said he had a meeting with a man who was more than 80 years old who was working on his iPad and iPhone. And his late mother had a Facebook account, as did her friends.
The store remains committed to digital outreach, but it did begin to dabble last year in TV ads during NFL football games. At this point, Wilson said the ad spending is around 90 percent digital.
Burnett said he hasn't been surprised by the success of Millsboro's digital effort. "From day one, we sat down with our partners at iFrog and put together a plan, and executed that plan," he said in an email.
Burnett said starting a new dealership point from "customer zero" felt like it would be a huge challenge, but the agency guided the dealership "through the tricky waters of how to catch low-funnel shoppers" using search-engine optimization and other techniques.