Digital Mileage

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.

For me, it was inspiring to speak with several of the DieHards. Their voices are strong and founded with pride in their individual accomplishments as well as in the success of the company. Getting to know Cobalt employees, young and old, long-standing and new, I have grown to recognize their motto of “work hard, play hard,” whether they are volunteering for charities, getting the job done or developing new and creative ways to cater to their customers.

Prepared for the Transformation
“A lot of companies don’t value seniority or longevity. It’s fascinating and honoring to be a DieHard at Cobalt. I receive so much support from the company, and I am dedicated to seeing this company be victorious. We’ve been waiting for the transformation when dealers and OEMs think about marketing online first, not third or fifth. The switch is happening; and I want to see it take place at an even greater degree,” said Alden Hopkins, creative director and a Cobalt employee for ten years and two months.

It’s safe to say that many Cobalt employees share the same sentiments. In the past year, Cobalt has succeeded in many ways by gaining large accounts and being recognized as one of the best digital marketing providers for dealers and OEMs. The upcoming anniversary party will be a celebration of past accomplishments and a welcome to the next big year.

Alyse Speyer
Contributing Editor
The Cobalt Group
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