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

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

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

5. 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 We Worked With Dealers

6. 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 We Examined

7. 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 We Discovered

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

9. Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com The Sweet Spot

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

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

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

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

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

15. Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com 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.

16. Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com 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.

17. Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com 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

18. Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com 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

19. Jon Quade | Cobalt | Performance Improvement Consultant | Jon.Quade@adp.com 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

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

21. 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 Let’s Review

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