Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | Stop Using the Same Playbook as Your Competition

Agenda The Market Today Target Your Marketing ºLimitations of Your Database ºOEM Programs Best Practices Q&A Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant |

The Market Today Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant |

Customer Expectations Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant |

Pressures

The Zero Moment of Truth Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | Old Model Today’s Model

Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant |

Industry Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant |

Target Your Marketing Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant |

Expectations Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | o How Customers behave o Buying Patterns o Technology o Customer Experience

Identifying Marketing Problems “Blast” campaigns Wrong messages Compliance Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant |

Why is This Important? Customers expect personalization Potentially turning away customers Customer Retention Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant |

Limitations of Your Database Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant |

Data Matters

Identify Database Problems Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | Outdated vehicle information Undeliverable addresses Missing/invalid addresses

Why is This Important? Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | Money spent Customer expectations Communication is key

OEM Programs Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant |

Overview of Offerings Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | Co-op programsApproved vendor lists Ready-to-go messages

General Pros & Cons OEM compliant OEM relationship ×Limits who they will contact ×OEM database, not dealership database ×OEM-focused branding Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant |

Why Should I Care About the Cons? Bring customers to your store, not just any OEM store Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | You decide your customers Could you be recapturing more customers? Could you be sending less – direct mail vs. marketing?

Best Practices Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant |

Best Practices Have a process for cleaning the database collection is imperative! No more blasts & blanket mailers Shy away from using a CRM tool for all of your marketing Stay in contact – but only with relevant, targeted messages If using an OEM program, find another way to fill the gaps Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant |

Identifying a Good Provider Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | Open ROI reporting Customizable Creates strategy from clean data Look for a partner, not a vendor Service, not tool

Best Types of Services Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | Data-driven strategy Regular reporting and strategy meetings Proactive Listens to you

Q & A Session Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant |

Contact Info Full Name: Company: Job Title : Kristen Adams Naked Lime Marketing Marketing and Advertising Sales Consultant Share an important takeaway you received from this session using hashtag #DD17 for a chance to win an iPad.