Jon Quade | Cobalt | Performance Improvement Consultant | Get Creative With Your Content Strategy Jon Quade

“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 |

The Old Methods

Jon Quade | Cobalt | Performance Improvement Consultant | Today’s Methods

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 | We Worked With Dealers

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 | We Examined

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 | We Discovered

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

Jon Quade | Cobalt | Performance Improvement Consultant | The Sweet Spot

Jon Quade | Cobalt | Performance Improvement Consultant | 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 | Combine Like Content

Jon Quade | Cobalt | Performance Improvement Consultant | Content “At A Glance”

Jon Quade | Cobalt | Performance Improvement Consultant | Consider The Consumer

Jon Quade | Cobalt | Performance Improvement Consultant | Think Multi-Device

Jon Quade | Cobalt | Performance Improvement Consultant | 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 | Think Small First to Make A Big Impact The same asset is scaled down to display on mobile devices On desktop images are large… 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.

Jon Quade | Cobalt | Performance Improvement Consultant | 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 | Strategy Alignment Examples Customer Loyalty Highlight positive reviews and quotes Dealership “promise” Community efforts 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 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 | Strategy Alignment Examples 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 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

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

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 | Let’s Review

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