Get Creative With Your Content Strategy

1. Get Creative With Your Content Strategy • Jon Quade Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com

2. “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – John Wanamaker Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com

3. The Old Methods Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com

4. Today’s Methods Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com

5. We Worked With Dealers • Dealer Design Program • 40 dealer volunteers • Gave full site control (they still oversaw specials, etc.) • Measured shopper activity on the sites to benchmark • Modifications dramatically impacted engagement Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com

6. We Examined • Where shoppers are clicking • Where shoppers point their mice • How far shoppers scroll down the page • How shoppers react to different content, images and messaging • How content placement impacts shoppers • How shoppers use different devices (Tablets, Mobile, PC) Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com

7. We Discovered • There are five universal dealership marketing strategies • Shopper expectations and behaviors are based on how your strategy is conveyed • Every page has a “sweet spot” • The layout of your content within the sweet spot is critical to driving engagement & conversion • If you optimize visuals for mobile they will work on all other devices Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com

8. The Five Universal Dealership Strategies • Inventory/Model Focused • Promotion Focused • Multiple Profit Centers • Customer Loyalty/Dealer Brand • Franchise Focused Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com

9. The Sweet Spot 90 % of web page clicks happen in the Sweet Spot. The Sweet Spot Source: Cobalt Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com

10. Leverage The Sweet Spot • Put the most important content here • Align with your strategy • Put secondary content here • Assume few will see it Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com

11. Combine Like Content Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com

12. Content “At A Glance” Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com

13. Consider The Consumer Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com

14. Think Multi-Device Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com

15. Hero Image Best Practices • Have a succinct marketing message • Use large images, large fonts and few words to convey one simple message that supports the Digital Marketing Strategy. • Less is More • On average an 85% drop off on click through rates exists after the second image for hero that rotates. Provide your consumers with a meaningful experience by keeping the number of images at or below five. • Avoid embedded text with images • During the creation of hero images avoid embedding text. Use your website platform’s text overlay feature for adding text. • Disable auto-rotation • Auto-rotation is distracting and results in poor engagement. Choose your most important slide and stick to it. Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com

16. Think Small First to Make A Big Impact Messaging must be simple, clear, concise and easy to scan. Select font sizes that remain legible when the asset is scaled down to mobile screen. The same asset is scaled down to display on mobile devices On desktop images are large… Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com

17. Here’s An Example: • This Works • Simple, clear, concise message • Large and clear fonts • Fonts contrast with background • Easy to read font types • This Doesn’t Work • Too many words • Too many font sizes • Fonts are too small • Hard to read on background Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com

18. Strategy Alignment Examples Franchise Focused • ¾ side shot of entire vehicle • OEM content and promotions • Compelling Call To Action • Focus on high-selling vehicle and/or new introduction Customer Loyalty • Highlight positive reviews and quotes • Dealership “promise”  • Community efforts Inventory/Model Focus • ¾ side shot of entire vehicle • Model name and starting MSRP • Compelling why buy “Limited-Time Lease Offer” • Focus on high-selling vehicle and/or new introduction Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com

19. Strategy Alignment Examples Promotion Focused • ¾ side shot of entire vehicle • Model name and starting MSRP • Promotion focused “Summer Sales Event” • Short, compelling promotion value “$5,500 OFF” • Compelling CTA • Focus on high-selling vehicle and/or new introduction Multiple Profit Centers • ¾ side shot of entire vehicle • Model name • Sale focused “Exclusive Offer” • Short, compelling promotion including accessories / perks • Maintenance offer to drive Fixed Ops traffic • Compelling CTA Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com

20. 300% 70% Strategy Alignment Results increase in engagement with hero image increase in engagement with vehicle specials Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com

21. Let’s Review • Identify your dealership strategy • Leverage the sweet spot – 90% of clicks happen here • Combine like content – create flow • Define “at a glance” content • Consider the consumer’s perspective • Think small to support all screens Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com

22. Share an important takeaway you received from this session using hashtag #DD17 for a chance to win an iPad. Contact Info Full Name: Company: Job Title : Email: Jon Quade Cobalt. Performance Improvement Consultant II Jon.Quade@adp.com