FordDirect, the online joint venture of Ford Motor Co. and its dealers, said Tuesday it had launched a new database marketing service for Ford, Lincoln and Mercury dealers designed to help drive sales and service business to the dealership. This service will be powered by OneCommand.

The automated program, Targeted Marketing, is specifically designed and customized for Ford, Lincoln and Mercury dealers to make it easy and efficient to deliver timely, targeted and professional sales, service and owner loyalty communications that generate, enhance and maintain customer relationships.

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“Targeted Marketing is driving phenomenal results for dealers. On average, dealers utilizing this service are generating 10 additional vehicle sales while also earning $47,364 in service revenue per month with an average repair order of $220,” said Leo Hillock, executive vice president of FordDirect. “That’s why we’re so excited to offer Targeted Marketing to all Ford, Lincoln and Mercury dealers at a significantly discounted price.”

FordDirect’s Targeted Marketing is being offered to Ford, Lincoln and Mercury dealers for just $599 per month, which Ford said is 40 to 60 percent below the prices of other similar services in the marketplace.

FordDirect has selected Cincinnati-based OneCommand to provide the technology behind Targeted Marketing, which includes voice messaging, email, personal Web pages for consumers and customized data.

“Our program has proven successful in driving revenue for dealers and, perhaps most importantly in the current economy, reducing marketing expenses,” said OneCommand executive vice president Marvin Grimm. “Because it is fully automated — whether it is a Happy Birthday message for a valued customer, a service appointment reminder for an owner or a national sales event message for a prospect — Targeted Marketing’s communications reach the right customer, at the right time and through the right channel, without any extra effort or increased resource on the part of the dealership staff.”

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OneCommand provides integrated and automated, personalized communications designed to streamline work flow, reduce marketing expense and generate superior customer response. Focusing on the delivery of the right message, at the right time, and through the right channel, OneCommand has rapidly expanded its market penetration by helping its clients realize significant improvements in loyalty and retention, frequency of visit and overall profitability.

In 2008, the company delivered more than 150 million personalized communications on behalf of more than 4,000 clients throughout North America.

OneCommand’s proven, Web-based relationship marketing systems enable customers to leverage the power of their voice through a multitude of channels, including voice messaging, mobile messaging, e-mail marketing, live call center services, direct mail and a variety of two-way communication streams. By providing a seamless solution for communication from shop to buy to service and repurchase, OneCommand offers the opportunity to coordinate a unified message to customers. This approach, paired with custom automation of timely, relevant and consistent communications, has led to significant reductions in marketing expense and even greater improvements in the customer experience.

More at www.forddirect.com or www.onecommand.com.

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