The document is a 2015 Honda Fit dealer brochure that outlines Honda's marketing strategy program to help dealers increase Fit sales. The program includes five key elements: integrated media strategies, a print on demand website for brochures, digital marketing tools like an eBrochure and customer lead program, social media best practices, and experiential marketing events. Honda will target millennials through digital and traditional media placements focusing on music, sports, gaming and mobile apps as well as TV. Dealers are encouraged to utilize the provided tools and engage customers on social media through sharing content, asking questions, and consistently interacting with customers.

1. 2015 HONDA FIT DEALER BROCHURE
Flap for Folder:
LET’S GET FIT.
Welcome to our 2015 Honda Fit Dealer Marketing Strategy Program. Our internal
marketing staff has developed some exciting and innovative marketing tools to help you
increase visibility and sales. We encourage you to carefully read through the enclosed
material and use it as recommended. If you have any questions, you may contact
__________.
Brochure:
Page 3
DRIVING INTEREST.
The 2015 Honda Fit Dealer Marketing Strategy Program includes five key elements:
integrated media strategies; a Print on Demand website for the 2015 Fit brochure;
digital marketing tools, including the customizable eBrochure and a ground-breaking,
first-look “hand raiser” program; social media best practices; and our inventive, crowd-
pleasing, marketing-on-location experiences. Program details and instructions on how
to use each of these tools are provided on the following pages. Now, enjoy the ride!
Pages 4 & 5
2015 HONDA FIT MEDIA STRATEGIES
Extensive consumer research has enabled us to identify the most effective methods of
reaching our key customer base of technologically advanced and socially conscious
“millennials.” The Honda Fit media strategies will target this audience through a blend of
highly visible digital and traditional media.
OVERALL CAMPAIGN STRATEGIES
 Media efforts will emphasize music, sports, gaming and mobile applications, as well
as broad-reaching television programs

2.  High-impact, high-reach media (videos and prominence on key web pages) will be
used to generate awareness and site traffic.
 The Fit’s features and benefits will be integrated with contextually relevant partners
to positively impact opinions and emotionally engage our audience.
 Complex consumer data will be used to exactly target prospective customers.
 The Fit will be introduced with umbrella messaging in May/June; follow up
messaging will feature new concepts so that we remain fresh in the minds of our
audience.
Pages 6 & 7
2015 HONDA FIT PRINT ON DEMAND
The 2015 Honda Fit brochure is available through our Print on Demand website.
Through this service, you can customize the brochure with your dealership’s name,
address, hours and a map. You then simply specify the desired quantity of brochures to
be printed and place your order. Complete instructions on using this service are outlined
on the next page.
Pages 8 & 9
2015 HONDA FIT DIGITAL MARKETING
The Fit eBrochure Fits Your Customers’ Needs
We all know digital marketing is no longer the future – it is NOW! Consumers, especially
our target “millennials” are as familiar with receiving product news and information via
computer, smart phone and tablet as they are seeing a print or television ad. This is why
we’ve created the Fit eBrochure. This digital tool can be personalized with your dealer
information and then added to emails and used on your website and social networking
sites.
The Fit e-Brochure will:
 Build awareness and create demand
 Inspire purchase decisions with clever, creative content
 Highlight key technology design and features
 Focus on the Fit leadership traits

3. Capture Interest and Leads with the Fit First Look Program
This targeted email campaign is designed to build awareness and generate leads by
offering interested consumers, or “hand raisers,” exclusive Fit vehicle information in
exchange for their personal contact information. The program will be implemented
during the pre-launch phase to support aggressive sales targets.
Objectives:
 Generate leads during pre-launch phase
 Build momentum and demand for the Fit
 Acquire contact information and connect consumers with dealers
Pages 10 & 11
2015 HONDA FIT SOCIAL MEDIA BEST PRACTICES
Social media provides an excellent way to communicate with existing and potential
customers. Because it is a relaxed, conversational way of communicating, it helps
personalize your business. In order to ensure you get the most out of your social media
marketing efforts, there are a number of best practices that should be observed:
FOLLOW
“Like” and follow all of the related Honda social media and information channels –
including the Honda Fit Facebook page (DID YOU KNOW? We have one for every
model!).
Use the share features to post the content on your own social media channels!
Social Channel URL
Facebook – Honda page facebook.com/Honda
Facebook – Honda Fit page facebook.com/HondaFit
Twitter – @Honda twitter.com/Honda
YouTube youtube.com/Honda
Tumblr Hondaloves.tumblr.com
Google + plus.google.com/+Honda
Instagram instagram.com/Honda
Pinterest pinterest.com/Honda
SHARE
 Post/Share/Retweet Honda Fit content to your social pages.
 Make sure that posts are made locally relevant when possible to appeal to your
community.

4.  Utilize hashtags in use by corporate messaging such as #hondalove and
#hondafit, as well as soon-to-be introduced campaign hashtags.
 Create Honda Fit content of your own – take pictures of new Fit owners and post
on Facebook.
LISTEN
 Listening is fundamental to a successful strategy in social media.
 Your community members can give you insight into what they’re interested in and
already talking about. Join in their conversations.
 BE INFORMED
 Ensure you are receiving and reading your internal communications from Honda
to stay up to date with upcoming Fit social initiatives – look for information on iN,
in the Monthly Sales, Marketing and Incentives Newsletter.
DIVERSIFY YOUR CONTENT
 Use video, photos etc – not just word posts. Visuals increase visibility and reach
immensely.
 Ask questions or post a survey on Facebook to help get feedback from your
community.
 Vary the topic of your posts by focusing on the “Pillars of Content”
o Community – local events, personal stories, relevant articles and links,
seasonal content
o Brand – localizing and reposting content from Honda brand pages, new
cars, features and innovations, Honda in the New (press releases from
Honda.com).
o Expertise – Tip & Tricks for driving/maintenance, conversations with
dealer department heads, workshops
REACH OUT
 If you want your community to engage with you, you need to engage with them!
 Reach out to customers who are already talking about Honda and respond to
every post and tweet. It will drive more conversations.
BE CONSISTENT
 Post frequently and consistently! We recommend posting 1-2 times per day on
Facebook and 2-3 times per day on Twitter. A post also can be something you
repost or retweet.
 Quality over quantity is always the best advice.
 Posting consistently will encourage your customers to continue following along
and tuning into your social presences.
 Be consistent in responses and moderation policies as well.

5. REPUTATION MATTERS
 You should monitor all of your review platforms and see what is being said about
your dealership and employees.
 It is a great practice to respond to both positive and negative comments. It shows
that you are listening and care about what is said, even if to simply acknowledge
and then take further details offline.
 Always respond respectfully and be sincere.
 In addition to the auto review sites, you should also monitor YELP, Google+,
CitySearch, and Google Maps.
Pages 12 & 13
2015 HONDA FIT EXPERIENTIAL MARKETING
The more consumer senses that are engaged in a brand, the greater the emotional
connection. To help get your customers truly connected to both Honda and the 2015 Fit,
we’ve developed a fun-filled Honda experience. Whether testing their driving skills in the
3D race game or enjoying the simulated Honda motocross bike or Honda-powered boat,
your customers are sure to become engaged in your dealership and products.