Cobalt’s CEO, John Holt , talks about why its important for dealers to allocate some marketing dollars higher up in the funnel for the sake of attracting customers who are 4 to 6 months out in their vehicle purchase processes.
Video interview featured in the Nov 23rd issue of Dealer Digest Daily:
The Cobalt Group
www.cobalt.com
www.twitter.com/CobaltMarketing
www.youtube.com/cobaltlive
On Sunday, November 8, a group of Cobalt volunteers turned out under grey skies at Qwest Field with friends and family to support Northwest Harvest’s annual “Seahawks Tackle Hunger” food drive. The drive occurred just outside of the stadium before the Seahawks vs. Detroit Lions game. This drive was the end result of a lot of planning and effort from many hands.
Cobalt has previously worked with Northwest Harvest, Washington’s own statewide hunger relief agency, donating money, time, effort, and people to the cause of getting nutritious food to those who need it. John Holt, Cobalt’s CEO, is committed to making an annual financial donation on behalf of the company, and his commitment has inspired employees across the company to give as well.
Months before the event, Cobalt’s Northwest Harvest committee, a hard-working trio: Jennifer Krause, Arthur John and Marcia Maling, met to make plans. It was Arthur who described the theme perfectly: “One family helping another family.” This was the theme that carried them forward.
Once the team decided on what they were doing, Jayden Feagins from the Cobalt Marketing team, expertly turned some rough copy into attractive promotional materials – visuals that were spread around the company to draw attention and spark interest in the 
Northwest Harvest drive. Jayden also designed posters and email notices for the event.
All the volunteers, from a number of Seattle-area companies, were deployed around Qwest Field on game day to carry a sign, or a bucket to encourage donations, as well as thanking the generous football fans for their contributions. This day was the easiest and most fulfilling part of the project; seeing the fruits of their labors come to life.
By the end of the day, 100 volunteers had collected $14,500 and 2,982 lbs. of food – nearly a ton and a half in canned goods. Of those 100 volunteers, 25 were from Cobalt! There were employees, friends of employees, family of employees, and friends of family. Even 9-year-old Juan was manning a bucket – with his mom Keisha and baby brother right beside him. Helping others is its own reward, and Cobalt is very proud of its volunteers and thankful for their efforts. Each of the volunteers received a Starbucks gift card as a small show of gratitude for a great day.
The event may be over for this year, but Cobalt isn’t done yet. Not satisfied with one success, the team is already planning how next year’s drive can be even better! Cobalt is filled with smart, successful and talented people – exactly the kind of people to help Northwest Harvest achieve even bigger successes in the future.
Cobalt is proud to have been a part of this year’s Northwest Harvest food drive, and looking forward to doing even more next year!
The Cobalt Group
www.cobalt.com
www.twitter.com/CobaltMarketing
www.youtube.com/cobaltlive
Watch a new video where John Holt, Cobalt founder and CEO, talks about how dealers should optimize their media budget in the current economy.
The Cobalt Group
www.cobalt.com
www.twitter.com/CobaltMarketing
www.youtube.com/cobaltlive
Over the past 14 years, Cobalt has grown from a small business to a leader in digital marketing for the automotive industry. With innovations such as unique display advertising, used car lead generation programs and owner marketing, Cobalt has proven to be a strong and effective company even in the recession.
The “DieHards”
On St. Patrick’s Day 2010, Cobalt will be celebrating its 15th anniversary, honoring its exponential growth as well as its hardworking and dedicated employees. Within Cobalt there are 50 people who stand out and truly encompass the energy and drive of the company and its employees. These individuals have worked at Cobalt for nine or more years and are lovingly called the “Cobalt DieHards.” They are committed to the success of the company and focused on growing and learning with it. In total, the DieHards have given over 480 years of combined devotion to Cobalt.
As John Holt, Cobalt’s CEO, said, “Some of them have fancy titles; lots don’t. It doesn’t matter… they’ve given us sweat/commitment/contribution from their hearts for a long, long time… and that makes all of them the same… and very special.”
Remembering the Old Days
DieHards bring a unique factor to the Cobalt equation, offering unification as well as a wealth of knowledge about the industry and its transformations. When asked how they felt about being DieHards, many responded with “proud,” “old” and “excited.” To honor them, every summer for the past three years, Holt opens his home to the DieHards in celebration of their longevity and friendship, as well as in welcome of the newcomers to the group. They are given special DieHard name placards, jackets and, best of all, one extra personal day off each year.
“When I started working at Cobalt [in the late 1990s], most dealers didn’t have an Internet connection and many were using fax numbers to dial in. In order to present to a dealer or a group of dealers, I had to bring hardcopies of websites and a telephone line that was long enough to stretch from the fax machine to the conference room!” recounted Melissa Satterwhite, senior operations analyst and Cobalt employee for eleven and a half years.
The Drive for More
The DieHards have seen the company through many years of good times and some frustrations, including growing pains and winning large accounts like Lexus, GM and Volkswagen. Regardless, the excitement and motivation for the future is ever-present.
“We are constantly doing new things, working with new clients, growing and innovating. Cobalt is simply the very best at what we do. I am a firm believer of working hard and keeping your eye on the prize. If you’re looking to stretch your imagination and grow, then Cobalt is the place to be. Being a Diehard, we stick to it. I hope there is more of this as the years continue. More, bigger and better,” said Scott Sabo, director of enterprise sales operations and a Cobalt employee for eleven years and nine months.
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