1. Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | KAdams@nakedlime.com Stop Using the Same Playbook as Your Competition

2. 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 | KAdams@nakedlime.com

3. The Market Today Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | KAdams@nakedlime.com

4. Customer Expectations Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | KAdams@nakedlime.com

5. Pressures

6. The Zero Moment of Truth Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | KAdams@nakedlime.com Old Model Today’s Model

7. Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | KAdams@nakedlime.com

8. Industry Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | KAdams@nakedlime.com

9. Target Your Marketing Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | KAdams@nakedlime.com

10. Expectations Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | KAdams@nakedlime.com o How Customers behave o Buying Patterns o Technology o Customer Experience

11. Identifying Marketing Problems “Blast” campaigns Wrong messages Compliance Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | KAdams@nakedlime.com

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

13. Limitations of Your Database Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | KAdams@nakedlime.com

14. Data Matters

15. Identify Database Problems Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | KAdams@nakedlime.com Outdated vehicle information Undeliverable addresses Missing/invalid email addresses

16. Why is This Important? Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | KAdams@nakedlime.com Money spent Customer expectations Communication is key

17. OEM Programs Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | KAdams@nakedlime.com

18. Overview of Offerings Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | KAdams@nakedlime.com Co-op programsApproved vendor lists Ready-to-go messages

19. 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 | KAdams@nakedlime.com

20. 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 | KAdams@nakedlime.com You decide your customers Could you be recapturing more customers? Could you be sending less – direct mail vs. email marketing?

21. Best Practices Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | KAdams@nakedlime.com

22. Best Practices Have a process for cleaning the database Email collection is imperative! No more email 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 | KAdams@nakedlime.com

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

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

25. Q & A Session Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | KAdams@nakedlime.com

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