ocated in Princeton, Illinois, Browning Ford & Chrysler has been family- owned since 1945. Their tagline, “On the Quiet Side of Town,” embodies the laid back, no pressure attitude of Browning's sales team. This serves them well in a charming small town with tightly knit neighbors and friends.

In the past, newspaper advertising was the most attractive marketing option for Browning. However, by 2006, they were finding it difficult to attract the next batch of young customers (ages 18-30). It was time to

take another look at the advertising landscape.

We divided advertising expenditures among FM Radio, AM Radio, on-line advertising, and the local newspaper. In 2008, due to the economic downturn and high gas prices, we have primarily advertised pre-owned vehicles, maintenance services and gas incentives.

This approach has worked for Browning. Revenue and profit are up year-to-date, an uncommon story in the automotive industry.