Jon Quade | Cobalt | Performance Improvement Consultant | [email protected] Get Creative With Your Content Strategy Jon Quade

Jon Quade | Cobalt | Performance Improvement Consultant | [email protected]

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



The Old Methods


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


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)


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


We Discovered

• Inventory/Model Focused

• Promotion Focused

• Multiple Profit Centers

• Customer Loyalty/Dealer Brand

• Franchise Focused


The Five Universal Dealership Strategies


The Sweet Spot

The Sweet Spot

90%

of web page clickshappen in the

Sweet Spot.

Source: Cobalt


Leverage The Sweet Spot

• Put the most important content here

• Align with your strategy

• Put secondary content here

• Assume few will see it


Combine Like Content


Content “At A Glance”


Consider The Consumer


Think Multi-Device


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.


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.


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


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


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


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


Let’s Review

Contact Info

Full Name:

Company:

Job Title :

Email:

Jon Quade

Cobalt.

Performance Improvement Consultant II

[email protected]

Share an important takeaway you received from this sessionusing hashtag #DD17 for a chance to win an iPad.

Documents

Jon Quade | Cobalt | Performance Improvement Consultant | [email protected] Get Creative With Your Content Strategy Jon Quade