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The 13th Digital Dealer Conference & Exposition will showcase over 100 sessions and workshops offering franchised dealers and managers the opportunity to customize a learning experience based on their specific business needs. Dealership peers, fixed operations specialists, pre-owned gurus, social media experts along with leading trainers and consultants will present game changing strategies for every department in the dealership. The industry’s largest collection of thought leaders dedicated to Internet and technology, only at Digital Dealer.

Below is a list of speakers and sessions selected to date.
Use the quick links at the bottom of your screen to show speakers by track.
Want to find sessions by topic? Click Here
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Jump to:

Dealership Manager Speakers
Social Media Track Speakers
Fixed Operations Track Speakers
Pre-Owned Track Speakers
Digital Dealer Speakers
Digital Dealer Case Studies
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Alfano
Amirrezvanni (Ali)
Amirrezvanni (Amir)
Barry
Bartoli
Bell
Blackburn
Brown
Bruce
Bruce
Cardone
Carl
Carlson
Castle
Christman
Clark
Collier
Colome
Contstantine
Copple
Cotton
Cowan
Darrow
Davis
Dearborn
Decker
DeGroote
DeLucia

[/one_fifth][one_fifth] Donovan
Dunn
DuPree
Dykstra
Ebersole
Englert
Esposito
Ezell
Fellowes
Flores
Foster
Frye
Ghosh
Gibbs
Gilmartin
Gordon, Kevin
Gordon, Terrence
Griffin
Groves
Hill
Holland
Hughes
Hughes
Hunnicutt

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Ice
James
Johnson
Judd
Kelly
Kerppola
King
Kintz
Kinzle
Korner
Kruse
Lange
Lapin
Leavitt
LeBlanc
Leto
Levenson
Lewis
Lewis
Long
Louis
Lovasz
Lucy
Maheshwari
Maida
McClung

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McLain
McLain
McMillen
McMillen
Metter
Mize
Mlinarcik
Mohr
Morandi
Morrison
Mudd
Nachbahr
Ontko
Ord
Park
Parkinson
Passi
Peña>
Penton
Playford
Polkes
Pollak
Potratz
Potter
Quade
Ram
Reidy
Shaw
Sietsma
Sieveking
Simmons
Smith
Soffa
Solotaroff

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Sos
Stacy IV
Stanfield
Stapleton
Stauning
Sura
Tessier
Thibeau
Tilton
Ussery
Vajda
VanCleave
Vella
Venneri
Vogelheim
Walsh
Watson
Webb
Webb
Wiley
Williams
Wolfington
Workman
Zalud

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[infopane color="8"]KEYNOTE ADDRESSES[/infopane]

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Fine-tuning your Online Marketing

A holistic approach for winning customers online

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Roughly a decade ago, there were four mediums we relied on to market our dealerships and vehicles – TV, radio, print, and outdoor. While we still utilize these mediums today, we have witnessed dramatic changes in the auto shopping experience as customers continue to rely on the Internet throughout the shopping process (Zero Moment of Truth).

Today, 90 percent of auto shoppers start their research online. Auto shoppers are using multiple devices (desktop, tablet, smartphones), consulting diverse information sources online (dealer sites, OEM sites, third-party sites, etc.), and doing so across multiple platforms (search, mobile, social, video, display) as they move from consideration to their purchase decision.

Though auto shoppers have shifted dramatically online, few dealerships have consequently shifted the time and resources to capture these potential customers. As a result, dealer digital marketers are stretched thin trying to get auto shoppers to choose their dealership over others. Moreover, marketing at dealerships can become fragmented if digital strategies diverge from traditional marketing.

In this keynote address, Marianna Kerppola and Peter Leto will illustrate:

  • How dealers can start to streamline their marketing and advertising in order to win more customers online
  • Changes in auto shopping behavior and what this means for your digital marketing strategy
  • Finally, how to marry your traditional and digital marketing strategies in an effort to create consistent messaging for your customers.

Marianna Kerppola is an industry strategist on Google’s Dealer Jumpstart Team, which helps car dealers embrace digital solutions. The team collaborates with auto groups, individual dealers, and OEMs to generate business with Google tools in an age where smartphones rule and ‘everything’ is on YouTube. Kerppola has worked at Google’s Ann Arbor, Michigan office since 2011, all the while working directly with dealers on their digital marketing strategies. Prior to Google, she worked in corporate finance and investments for Nationwide Insurance.

Peter Leto is an industry strategist on Google’s Dealer Jumpstart Team. He is responsible for providing automotive partners with scalable business solutions to further develop their regional and local advertising strategies. Growing up in the Motor City, Leto started his career in TV ad sales with Turner Broadcasting assisting the Detroit Three with national advertising programs. In 2008, he joined Google as an account manager in the Chicago B2B vertical, working with Fortune 500 companies primarily across the manufacturing and energy sectors. After three years he returned to Detroit in his current role in automotive. Leto graduated from the University of Michigan with a degree in political science and communications. He currently resides in Rochester Hills, Michigan.

Facebook 2012

Turn your customers into evangelists

Auto dealers have always connected with their customers and communities. In the age of digital marketing, something has got lost in translation. With over 955 million active users, Facebook represents the world’s largest local community. Please join us to learn how to:

Please join us to learn how to:

  • Turn your customers into an army of advocates for your dealership to generate more repeat and referral business
  • Discover the secret to an engaging Facebook content strategy
  • Learn how to create targeted Facebook ad campaigns that will engage your local communities and amplify your message

Patrick Workman is client partner, Autos at Facebook. He is responsible for developing collaborative relationships with dealership groups and digital marketing providers. Previously, Workman was vice president of regional, dealer, and global product development at FordDirect. There, he identified, tested and launched new digital products and services for Ford, Ford Regions and Ford/Lincoln dealerships. Prior to FordDirect, he held multiple positions with Dealer.com. Previously, he was the e-commerce director and general sales manager at Pierre Automotive Group and zone manager at Ford Motor Company.

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Case Studies: How Dealers Integrate Traditional, Digital, Social and Mobile Marketing to Increase Sales and Service Profitability

Best practices of the most successful dealers and how they integrate multiple marketing mediums to attract, sell, service and retain more customers for less cost.

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Hear best practices of top dealers like Penske, Hendrick, Brickell, Paragon and others. Learn tips, tricks and proven strategies to help you improve your profitability by integrating multiple marketing mediums that include research, traditional, digital, targeted, publicity, reputation management, niche, merchandising, and sales and service retention to attract, sell, and service more customers for less money than mass marketing and simultaneously promote all your profit centers: new, used, finance, service and parts. You will leave with the knowledge and insight to establish your own best practices to live by to help you gain market share while also generating more revenue per customer.

What action items will attendees take back to the dealerships?
1. How to improve profitability using innovative digital, social, mobile and traditional marketing strategies integrated across multiple mediums for less cost than mass marketing.
2. Learn how results-oriented marketing strategies can increase your market share and profitability by building your brand, attracting more high-quality opportunities, improving sales and service revenues, and increasing your customer satisfaction and loyalty.
3. Leave with a full understanding and a step-by-step marketing plan to help you find, sell and keep more customers profitably while increasing volume, profits and improving CSI.

Sean Wolfington, chairman and CEO of The Wolfington Companies, is an entrepreneur with businesses in the marketing, technology, real estate and film industries. Wolfington founded some of the leading digital marketing and consulting companies in the automotive industry – Automark and Cyber Car (bought by Reynolds and Reynolds in 2001) and BZ Results (bought by ADP in 2006). By the age of 40, Wolfington sold three of the leading digital marketing companies in the automotive industry which had a combined enterprise value of $500,000,000. Wolfington currently owns interests in a group of companies in the automotive, technology and entertainment industries. Wolfington’s companies in the automotive industry include Tier 10 Marketing, Level 5 Advertising, Team Velocity Marketing, the Automotive Advertising Network, Car-mercial, Call Revu, the American Dream Network, DealerAppVantage, Intellacar, GroupCars.com and BusinessRater.com.

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Dealership Facebook Marketing 2013

Proven strategies to attract visitors, engage genuine fans and generate leads.

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Facebook is the fastest growing marketplace in your community. Fifty million current and future car buyers share their ‘likes’ with each other every day. When the goal for your store is to be “liked” by hundreds or even thousands of enthusiastic fans, 30-year car business veteran and social media marketing expert Kathi Kruse shows you how to get them and turn them into customers. She shares proven ways to get engaged and motivated fans and followers on Facebook. Her insider’s secrets will help you build genuine fans, generate leads and close more sales to your social customer.

What action items will attendees take back to the dealerships?
1. Hear real-time, proven techniques to connect with your social customer.
2. Find out how Facebook Timeline for Pages works and what tactics get you the best results.
3. How to identify Facebook leads and convert them into appointments.
4. Learn powerful ways to increase sales with Facebook ads.
5. Understand the importance of developing staff to support your social media strategy.

Kathi Kruse is an automotive social media marketing expert, blogger, speaker, coach, author and founder of Kruse Control Inc. Born in the heart of Los Angeles to a family of “car people”, Kruse’s passion for the car business spans a 30-year career managing successful dealerships in Southern California. She is co-author of the book “Next Up – Essential Social Media Strategies for Auto Dealerships”. Her Kruse Control blog is the leading automotive social media blog in the U.S.

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DEALERSHIP MANAGER SPEAKERS

Real dealership managers share their knowledge, experience, and expertise.

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Fundamentals of Internet Structure

How to build a successful Internet department from the ground up

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The Internet “buy-in” days are over. Every store knows that successful Internet marketing and subsequent sales are necessary. This session will give you the fundamentals of how to structure Internet and BDC operations to maximize the potential for success. We will also discuss vendor relationships and various product types. You will gain ideas that will save and/or make you money. Whether you want to improve your current situation or are just starting out, this is a must-see Digital Dealer session.

What action items will attendees take back to the dealerships?
1. How to structure an Internet department to maximize potential for success
2. How to work with vendors to maximize budget
3. Measuring your current production and ways to improve

Anthony Bartoli is the digital marketing director for Bommarito Super Stores. Bartoli has a decade of retail Internet sales experience covering every aspect of the Internet business. He has been featured in Digital Dealer magazine and is a former Digital Dealer Conference speaker. As digital marketing director, Bartoli currently manages Internet sales operations for the four Bommarito Super Stores.

Rich Lucy is the e-marketing director for Tim Dahle Nissan. Having started his first Internet sales position as a one-man Internet department in 2000, he quickly achieved success and has proudly held every type of automotive Internet position available. He is currently heading up all BDC and digital marketing for his Utah dealership. He is a previous Digital Dealer Conference speaker and an active dealer advisory board member of his CRM solution.

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Moving the Money to Digitize your Dealership

Reorganizing your expense structure to maximize profits in your digital dealership

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Many dealerships today have shifted their sales focus to embrace how car buyers have moved to a new digital purchasing model. The problem is that their dealerships are still being run following traditional spending strategies. Joe Castle will teach dealers how to reorganize their financial strategies and reallocate resources to maximize their profits. This session will cover advertising strategies, employee allocations, and expense management. These are the same strategies Castle used to turn around his dealerships and generate over $5 million in annual profits.

What action items will attendees take back to the dealerships?
1. How to take the giant step of moving traditional ad dollars into digital ad dollars while reducing your advertising expense and increasing ROI
2. How to re-align your employees to handle the new digital sales process and reduce your overall wages
3. What your financial statements and advertising spend should look like in a digital dealership line by line
4. Recognize what your percentages to gross should look like in key areas like personnel, variable expenses, and semi-variable expenses in a digital dealership
5. How your dealership will build more cash-in-bank when making these changes

Joe Castle has 12 years experience in the automobile industry. He is the founder and CEO of SOCIALDEALER, CEO of Castle Automotive Group, AutoCare Warranty Corporation, and Castle Capital Management LLC. He has first-hand experience in how to double and triple car sales by use of digital marketing strategies in a dealership. As the auto industry has endured a 30% decrease, Castle has driven his dealership’s sales over 200% and gross profits over $5.2 million annually. His motivation is to drive the automobile business to the next level by designing and implementing digital marketing strategies that transform traditional dealers into revolutionary digital dealers. He has a B.A. in business management from Northwood University.

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The Digital Crisis that is Slowly Killing your Dealership

Six crucial steps to your dealership’s future survival

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Will your dealership still exist in 10 years? I’m bet that many of you will be out of business. Why? Because your dealership is too stubborn to adjust with the market changes we have seen and continue to see taking place in our market. Today’s dealerships are facing a major crisis to their future survival. Kevin Frye will share with you what that crisis is, and why it should be your biggest concern for the future. This workshop will teach you six crucial steps you must take to not only survive, but to also dominate your digital market. Real-life examples, Internet search data, and clips from movies and TV shows will show how the modern customer behaves, and how your dealership must adapt to be a highly efficient digital dealer. Frye promises you will walk away with a list of “things to do” when you return to the dealership that will make you a better digital dealer.

What action items will attendees take back to the dealerships?
1. Learn the most important crisis to face dealerships in the last 30 years – and how to best address it.
2. Identify exactly what your modern day customers are looking for online – and what they expect from you.
3. Implement effective digital tools to meet the needs of your online shoppers
4. Identify five ways you can change a negative dealership image online and on the showroom floor.

Kevin Frye is the e-commerce director of the Jeff Wyler Automotive Family, one of the top 50 dealership groups in the United States. He has been a leader in the industry with the use of SEO, website design and engagement, as well as pioneering multiple e-commerce initiatives. Before his work with Jeff Wyler, Frye was an Internet entrepreneur who pioneered selling cars online for both dealerships and individual consumers, selling over 500 cars on eBay in one year alone in the early years of e-commerce. Frye was a Naval Aviator for eight years, with extensive flight hours in Desert Shield and Operation Southern Watch, as well as over 200 combat hours in Desert Storm. He has used the leadership skills he learned in the Navy to keep the Jeff Wyler Automotive Family at the front edge of automotive e-commerce.

 

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So You Got the Job….Now What?

Learning how to track your progress and show your worth, while growing your department with measurable evidence.

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It doesn’t matter what background you have or what your title is, if you are in charge of the “Internet” at your dealership(s)… If you are responsible for leads, website, ROI, analytics, and statistics but you still get called to fix everyone’s computers … you need this session. You will be walked through 10 things to help you build a great foundation for your department and more importantly to grow it with little to no funds. From specific analytics and statistics you should be looking at and how to track them, to social media, competitors, dealing with dealer principals and managers, and managing your vendors and products, you will be given actual “how-tos”. You will walk out of this session with goals, a plan and a way to achieve them. These two speakers couldn’t be come from more different backgrounds, experiences and career paths, but one thing drives them … their Internet departments.

What action items will attendees take back to the dealerships?
1. Learn specific statistics and analytics you will need to help you monitor the growth of your dealership(s).
2. Understand how to correctly manage vendors and their products.
3. Obtain a realistic “how-to get started” in social media and how to get real traffic into your dealership.
4. Learn to to find out what your competition is doing and be able to stay one step ahead of them.
5. Understand the right way to grow your Internet department and get it the attention it needs from your management. (And if you are a dealer principal or manager … what to look for.)

Subi Fernando Ghosh is the Internet marketing director for the Preston Automotive Group. Prior to her current position she worked for the Basil Automotive Group. Her sales background outside of the automotive industry and her psychology background allow her to create a “different kind of approach” to managing all the different functions of the Internet at her dealerships. Ghosh’s unique ability to encompass the whole dealership in her Internet efforts and her forte in social media, SEO, tracking and analytics, internship coordination, and website optimization has driven her success and the success of the dealerships she is involved with.

Mike Watson is the Internet specialist for Phil Long Ford. Mike or “Internet Mike” as he is known around his group has been in the auto industry since graduating from Colorado State University. Starting on the ground floor, his passion for growth and his desire to be ahead of the curve has propelled him into a leadership positions. His vision into the future of auto sales has helped triple and quadruple benchmarks previously set. He has developed a specialty as a BDC, sales, and management trainer; providing results-driven training programs for all levels of dealership personnel.

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The Best Employee You’ll Never Hire

A guide to shifting your dealership’s culture so you can begin to attract, hire, and retain the best and brightest of the next generation.

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Your dealership sucks to work at; perks are non-existent, the environment is like a shark tank, and the resources pale in comparison to an overseas call center. You’ve seen the same faces on the floor for the past 10 years, none of whom know how to operate the ‘Google Machine’. Despite all of this, you’re getting more of these ‘e-mail’ inquiries every day, customers want you to put your cars in ‘YouTube’, and the cat you found to man your live chat keeps demanding more milk. How are you going to attract the minds of tomorrow? The digital landscape is changing not just how we sell vehicles, but how dealerships are operated. A different type of employee is needed for the dealership of tomorrow. You’ll learn the five key steps to prepare for the next generation of employees and leave armed with the information needed to survive this dynamic shift, including strategies for attracting, managing, and retaining your newly acquired superstars.

What action items will attendees take back to the dealerships?
1. Understand why and how to shift the culture in your dealership so that you will remain viable in the long term.
2. Learn how to retain staff and develop an internal promotion strategy.
3. Ascertain why Generation Y is both unique and vital to the future of your dealership.

Kevin Gordon is the e-commerce manager for the Jim Pattison Auto Group, Western Canada’s largest automotive retailer. With a diverse background in both entrepreneurial and corporate business, he has developed expertise in project management, leadership, and culture change. In addition to building and managing digital assets, he works directly with dealerships to introduce the latest techniques and strategies in areas such as reputation management, lead conversion and online inventory merchandising. Driven by a passion for business and strong work ethic, Gordon has enjoyed over 10 years of success creating and implementing progressive business solutions.

Nicholas Williams is an e-commerce specialist with the Jim Pattison Auto Group. Williams has a specialized commerce degree with concentrations in both entrepreneurship and international business and over the past 10 years, he has developed a unique background within the digital marketing and automotive landscapes. His experience includes being the founder and operating partner of a successful vehicle importation company, as well as the director of marketing for an international manufacturing firm. A passionate entrepreneur, operations Jedi, and organizational junky, he has led each of his organizations to the digital forefronts of their industry.

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SEM: $300,000 Difference Per Year to the Bottom Line

Learn how to keep score using key metrics and you will change the score.

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SEM is a great way to drive traffic and measure tangible results. Looking at a fresh trade and reviewing what recon dollars are needed or reviewing the financial statement and finding areas of improvement are examples of using the same exact approach for both e-commerce and SEM – learn to keep score in order to change the score. In this session, you will learn to keep score using three key metrics. You will learn how to hold your SEM partner accountable to tangible results just like your third-party lead/media providers. Finally, you will take home conversion tools that will measure impression to sold results to make a $300,000 difference per year to the bottom line.

What action items will attendees take back to the dealerships?
1. Learn to keep score. Three key metrics to watch weekly in order to improve your Ad words campaign results and useful strategies to improve each metric.
2. Understand how to hold your SEM partner accountable to tangible results just like your third-party lead/media providers.
3. Learn how to measure results from Ad Words campaign to sold cars that can make a difference of over $300,000 per year to your bottom line.

Michael Groves is the e-commerce director for the Apple Auto Group and was featured on the cover of Digital Dealer Magazine in July 2012. Teamwork, forward thinking in digital marketing, and focus on customer excellence have propelled Apple Auto Group’s Internet sales from 75 per month to over 200 per month in just three years. In 2011 Apple Auto Group’s flagship, Apple Valley Ford Lincoln, was rated Number 47 nationwide on Ford’s eCommerce Elite list – having progressed from being among the top 400 Ford eCommerce Elite in 2007. Groves is a young leader in the industry with 7 ½ years of experience in SEM, targeted marketing strategies, retention, video, reputation management, social media, and most important customer communication at the bottom of the funnel using BDC process and lead conversion.

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Case Study: How JM Lexus is Using iPads in the Sales Process

Drive your sales and customer experience

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JM Lexus, the world’s largest Lexus dealership, is a proven innovator and leader. Now they’re leading again by using an iPad Selling System in their sales process to enhance the customer experience and accelerate sales. Jim Dunn, VP/GM, will share insights and experiences from their usage of the IntellaCar iPad Selling System at JM Lexus. Dunn states, “Using the iPad Selling System is beneficial to our new selling process; which eliminates unnecessary steps that we have all learned in the auto business. Yesterday’s methods are out dated and we feel we have found a solution through IntellaCar. As we worked through our new selling process, we were looking for ways to integrate technology and felt that iPads were the way of the future. With timing being everything, we were fortunate to discover IntellaCar.”

What action items will attendees take back to the dealerships?
1. Learn about the features and benefits of an iPad Selling System
2. See how to engage customers in richer ways and create ‘wows’ throughout the sales process.
3. Find out steps you can take to implement an iPad Selling System in your dealership.

Jim Hughes, principal of IntellaCar, has been a successful entrepreneur, winning awards and delivering the wow for well-known brands for over 30 years. With an extensive background in creating powerful solutions for both dealers and OEMs, Hughes brings his passion and expertise to the mobile space – with groundbreaking innovations that accelerate the sales process and enhance the customer experience.

Chicago-born Jim Dunn of JM Lexus has been in the automobile business for over 40 years. In 2005, he accepted the VP/GM leadership role of South Florida-based JM Lexus, the number one Lexus dealership in the world for more than 20 years. Additionally, JM Lexus has repeatedly earned the coveted “Elite” in customer satisfaction designation due to its consistent commitment to providing world-class service to every customer who walks through the door. At JM Lexus, Dunn leads a team of associates who are focused on innovation and always looking for ways to do things better. The dealership is known for its high-tech business practices, environmental initiatives and community involvement. Recently, the dealership solar paneled its roof and installed a nine-hole putting green for customers while they wait for their vehicles to be serviced.

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It’s All About People, People!

Answer your reviews to build SEO for your employees

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As the GM or GSM, you’re finally getting your sales staff to ask for customer reviews. But what are you doing with them? Are you posting them on your website or Facebook, tweeting about them, replying to them, or are you doing all of the above PLUS using them to raise your salespeople’s profiles on the web? In this presentation, you will learn how to make your salespeople more searchable on the Internet through the reviews that your customers have written about them. Capitalizing on your sales team’s visibility online is one of the best ways to get people to buy from your dealership and not the one down the street. And, don’t forget, most everyone at your dealership is on the Internet; answering leads, posting pictures and just doing the social media thing. You can to turn that into an advantage for your dealership. Don’t forget the basics – It’s about the people, people! In the beginning, social media was about conversations between people and in the end, it’s exactly where people are talking about your dealership, your salespeople and all your employees now!

What action items will attendees take back to the dealerships?
1. Learn how you should respond to reviews to generate more reviews.
2. Identify who should respond to reviews at your dealership.
3. Understand how to add SEO value to your reviews and who to add it for.
4. Understand why even “bad reviews” can be good for your dealership.

A.J. Maida is the director of digital marketing for Papa’s Chrysler Dodge Jeep in New Britain, CT. Maida is a leader in adopting new automotive digital technology solutions, and is a member of many dealer councils. He is a popular past presenter at the Digital Dealer Conferences and is a frequent contributor to many blog sites. Maida was featured in the cover story of the December 2010 issue of Digital Dealer magazine.

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Data Overload

Turning analytics into results

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As dealers you are often promised real data, analytics and transparency. When you multiply this by a minimum of eight vendors… Ex: Web provider, call tracking, Cars.com, AutoTrader.com, live chat, CRM provider, lead providers and the list goes on…where in the world should you begin? Vella will show you why it’s important to merge all this data together to create one Internet traffic report. In addition, he’ll show you why it works, how it works and how to do it. You’ll walk away from this workshop with powerful information that will help you turn your analytics into results.

What action items will attendees take back to the dealerships?
1. Learn why you need to create your own Internet traffic report.
2. Understand how to create an Internet traffic report that is specific to your needs.
3. Learn to drive results based on the personal Internet traffic report that you have created.

Victor Vella is the e-commerce director of Spitzer Automotive, a dealer group of 15 dealerships nationwide. Vella got his start in sales as a home loan banker at Quicken Loans selling their products over the phone and Internet. He recently joined Spitzer’s BDC team and moved up the ranks to handle e-commerce for the group. Vella and his team thrive on using the analytics they already have to make decisions and drive results.

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PANEL: Making it Happen in the Digital Space

How can you make your dealership into a digital leader?

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The Best of the Best panels have been some of the highest attended sessions at past Digital Dealer Conferences. They allow you as a dealer, general manager or Internet director to hear from some of your strongest contemporaries. DD13 will be no different as we have two of the most effective dealership directors in the country, Wayne Ussery and Lonnie Decker joining the panel. Both do a tremendous job driving unique visitors/visits and conversion rates, selling units and making their dealer groups some the highest performers in the country. We also have a successful dealer principal on the panel. Kevin Mize is the dealer principal for O’Hare Honda and O’Hare Hyundai in Chicago. He saw the importance of transforming his operation to a digital focused dealership out of necessity as his dealerships are not located on an automotive row. Mize believes that the Internet and a strong digital focus are a requirement for success. You will have an opportunity to take away specific concepts that can be implemented at your dealership that will help you to drive stronger results!

What action items will attendees take back to the dealerships?
1. Learn how to drive unique visitor to your website.
2. Understand visibility with both organic and SEM focuses.
3. Leverage video to drive website conversion and organic search results.
4. Learn the processes necessary to get your entire sales team involved with embracing the digital space.

Phil Sura started the automotive division of UnityWorks Media, a web video company supporting over 1,500 automotive dealers. UnityWorks Media is recognized as the video pioneer in the automotive space. Sura previously worked as a general manager a 100 Ford dealership and spent 13 years with Pat Ryan and Associates. Sura has been a regular contributor to Digital Dealer magazine and always receives top scores when he speaks at Digital Dealer conferences. His Best of the Best panel discussions provide a chance for the audience to hear from some of the top producers in the nation.

Lonnie Decker is the chief marketing officer for The Auto Gallery, Potamkin Automotive Group, selling Ferrari, Maserati, Lamborghini, Porsche and Audi in Los Angeles. Decker is also the general manager for the Lamborghini operation, which allows him to test digital concepts at one location before rolling them out across all dealerships. He started his career selling cars and has also worked for Mercedes Benz Corporate. In his current position, Decker’s focused approach has accomplished the following: monthly unique visitors went from 9,000 to 60,000, profits doubled and sales increased 150 percent.

Kevin Mize is the dealer principal for O’Hare Honda and O’Hare Hyundai. He is the past chairman for the Chicago Trade Association and currently serves as an e-business committee for Acura and Honda USA, which focuses identifying e-commerce initiatives that are producing results. Mize has embraced digital technology by using traditional media (radio) to drive customer to his website and leverages video to drive both organic searches with Google and website conversion. He thrives on testing the newest ideas from a digital perspective to see which ones produce great results and his team does a great job of vetting new concepts, calling for references and tracking results. Mize doesn’t rely on anyone to figure out the Internet – he’s a student of it!

Wayne Ussery started the Internet team for the Jim Ellis Group 14 years ago. Since that time they have moved from zero to over 675 Internet sales monthly. Ussery accomplished this by driving 100,000 unique visitors to the website each month while managing SEO. He is very progressive with utilizing video applications to drive organic search and website conversion. Ussery does a tremendous job tracking metrics so that he can evaluate which initiatives are producing results. The Jim Ellis Group is recognized as one of the strongest e-commerce dealer groups in the nation.

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FIXED OPERATIONS TRACK SPEAKERS

Fixed operations gurus share their knowledge, experience, and expertise.

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Double your Fixed Operations Business in the Mobile World

How the top dealer groups use digital and mobile marketing strategies to beat the national service brands

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The domestic automotive service, parts, and accessories industry is a $300 billion marketplace in terms of annual sales. Car dealers lose nearly $200 billion of this market to national service brands like Firestone, Goodyear, Pep Boys, Jiffy Lube, etc. There are some progressive dealers who have seen this missed opportunity and have begun fighting back against these large, national players. Jeff Clark will highlight some of the most effective strategies that dealers across the United States are using to increase their online service business, grow their service absorption, and maximize their average dollars per RO.

What action items will attendees take back to the dealerships?
1. Learn what Google Adwords strategies work and which don’t for marketing fixed operations on Google.
2. Learn what conversion tools and analytics systems you need to increase your digital fixed operations business and to measure what’s working and what isn’t.
3. Learn how dealer groups and fixed operations marketing teams implement these strategies and what results they’ve seen to date.
4. Learn how to build the website content you need to get Google traffic.

Jeff Clark is EVP, Business Development, DealerOn, Inc. Clark oversees OEM, channel, and business development initiatives. As a seasoned sales professional with a strong track record of impressive revenue growth, Clark knows what it takes for a company to succeed. Over the past 17 years he has worked to ensure his clients get the full measure of his expertise and are able to implement products and services that are designed for long-term sustained revenue growth.

 

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Why Business Development Centers, Customer Retention Programs, Technology and Software Don’t Work

Why these products routinely fail or don’t deliver the results advertised…

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While all of these items are necessary and important to a dealership and its development, Jeff Cowan will explain to you the key reasons why these products routinely fail and don’t deliver the results advertised. In this workshop Cowan will identify and give solutions for the five biggest mistakes that dealers face when investing in these products. In addition, he will give quick simple and highly effective tools that will get you the maximum results you deserve.

What action items will attendees take back to the dealerships?
1. Learn why all of these products are not enough when used alone.
2. Learn what the key ingredient is to make these products work.
3. Learn the importance of inter-department communication.
4. Learn how to establish company-wide buy-in and participation.

Jeff Cowan is president of Jeff Cowan’s PRO TALK. Cowan’s experience comes from being in the trenches. He is in his 26th year of doing business and has spent the greater part of that time standing on service drives, side-by-side with service advisors, successfully training them in the art of selling, customer service and customer retention. He is recognized as the nation’s authority when it comes to training service advisors. Cowan’s training is the most practical, realistic, and easy to understand sales training ever made available to the marketplace. He is one of the most sought after and highly regarded speakers throughout North America.

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Discovering Huge Hidden Profit Opportunities in your Parts Department

The cost of missed opportunities drives entire industries which include the likes of Wal-Mart, Kroger’s, Nordstrom’s, Priceline, and the like. Shouldn’t dealers being paying attention to these costs and opportunities as well?

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In this workshop you’ll learn to develop strategies and better understand the profit margin impact of having more of the ‘right’ parts and less of the ‘wrong’ parts on the shelf. We’ll review a number of case studies involving some of the largest companies and largest dealer groups in the world. We’ll also look at a few of the different roles of the parts manager and how to more efficiently leverage these roles into increased profit opportunities. We’ll also give you a number of quick and easy ideas to help turn your parts department into an increasing profit center, including buying fast moving OEM parts at huge discounts.

What action items will attendees take back to the dealerships?
1. Learn how to quickly and easily identify the wrong parts in your inventory.
2. Explore resources to help convert these wrong parts into profits, with up to 120% margins.
3. Gain strategies to reduce hidden costs in your parts inventory.
4. Develop a profitable approach to hiring.
5. Discover other simple profit multipliers that are available to the parts manager.

Mark DeLucia is the founder and president of DealerMine Corporation. He has helped new car dealerships increase their parts department profits for over 25 years, serving over 13,000 dealers during that time. In 1985, DeLucia co-founded PartsVoice, the largest automotive parts locator of its kind. PartsVoice had over 10,000 participating dealers at the time of its sale to The Cobalt Group in 1999. DeLucia started the Chrysler parts locator for PartsVoice, which later evolved into the Mopar National Parts Locator for Chrysler Corporation. He pioneered the “idle stock relocation” industry in 1997 for PartsVoice. He remains passionate about the long term interest of the customers he serves.

 

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Social Scheduling – Maximize your Social Media with Service Customers

Increase your dealership’s social media and online reputation through great user experience. From the appointment setting process to CSI follow-up, use customers and technology to drive more sales and higher loyalty.

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The root of successful online marketing in the future is your customer’s opinion and experience. Get serious about social media by promoting your customers to talk about your business, and how great the service and sales processes are. Learn three simple strategies to build into your service department to increase review volume, review quantity, followers, fans, and social media traffic from innovative veteran, Brice Englert. Understand the science of consumer engagement and how it relates to building an lasting online brand and local destination for tomorrow’s car buyers. We’ve all heard ZMOT, now come learn how to generate lasting impressions.

What action items will attendees take back to the dealerships?
1. Learn how important consumer experience is in the future of online marketing.
2. Understand three simple strategies to deploy in your service department today to greatly enhance your social media and online reputation efforts.
3. See examples of how to apply affordable solutions in the social media jungle.

Brice Englert leads the Interactive Media products and dealer marketing services teams for Dominion Dealer Solutions. Englert is passionate about all things digital and has been noted as subject matter expert in consumer engagement, reputation management, and e-mail marketing. Prior to his operational tenure, he was integral in Dominion Enterprise’s mergers and acquisitions activity including the purchases of four of the 10 existing DDS businesses. Englert holds an MBA in Finance from the University of Texas at Austin and a Bachelor’s Degree in Electrical Engineering from Vanderbilt University. Prior to graduate school, he proudly served as a captain in the USAF and led a program developing software tools to support joint war-gaming.

 

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Increase Service Growth through Auto Dispatching

How to successfully transition from a manual service dispatching process to a fully automated dispatch system – including the benefits to be achieved and how to avoid common pitfalls

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Many fixed operations and service managers have attempted to transition their service dispatching from outdated manual methods to automated systems. Few have succeeded, while some are getting by with a “hybrid” manual-semi auto solution. This workshop focuses on how to successfully transition from a manual service dispatching process to a fully automated system. We’ll cover the three levels of service dispatching (manual, semi-automated and automated) and discuss the benefits achieved with each new level, such as increased service tech efficiencies, shop efficiencies and shop loading.

What action items will attendees take back to the dealerships?
1. Acquire the thought process and technical process that managers need to go through when they set up an auto dispatching system; i.e. how to define service tech skill levels, how to set up op codes, and most important, how to retrieve all this information from your existing system.
2. Learn to track and measure the improved efficiencies in the service department.
3. Understand the common pitfalls experienced by dealers who have attempted this transition before and failed. We’ll discuss what doesn’t work, why it doesn’t work and how to avoid problems during the transition process.

Mike Esposito is president and CEO of Auto/Mate Dealership Systems, a top-tier provider of dealership management system software for auto dealers. Esposito’s many years of automotive experience coupled with his technical background have provided a unique perspective of what dealers need from a dealership management system, and how the system should be designed to deliver it. Auto/Mate’s comprehensive DMS is “designed by car people, for car people.” Previously, he was the general manager at a very large multi-line new car dealership.

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Parts e-Commerce – A Dealer Guide

Why parts e-commerce matters to dealers – the opportunities and risks, an explanation of dealer’s choices, what dealers, automakers and buyers are doing now as well as advice on how to implement parts e-commerce.

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For most dealerships, profits from parts sales are critical to survival. Nothing is likely to have a bigger impact on automotive parts marketing and sales than e-commerce. Unfortunately, parts e-commerce is a “Wild West” – an explosion of suppliers promoting a variety of dissimilar solutions. Prices vary widely; yet most vendors make similar claims. Adoption and usage of parts e-commerce is now climbing. Your competitors are cashing in and sales are reported in billions of dollars. Don’t get left behind. This session is a guide to available parts e-commerce choices and a framework to select solutions that best fit your parts operations and plans. Parts e-commerce is described in terms of a clear, easy-to-understand structure: customer types, parts types, your franchises and DMS, as well as your current parts business. Each approach to parts e-commerce is explained, vendors are identified, an action plan is summarized and systems integration considerations are covered.

What action items will attendees take back to the dealerships?
1. Learn how to assess whether parts e-commerce is right for your dealership
2. Determine which types of parts e-commerce fit (and don’t fit) your dealership
3. Identify and evaluate the supplier/solution options
4. Learn the practical side of implementing parts e-commerce from DMS integration to shipping to payment types and more
5. Learn how to sell more parts, lower costs and improve customer satisfaction by planning and executing a parts e-commerce plan for your dealership

Ted Fellowes has devoted over 25 years to helping dealerships boost fixed operations ROI (by increasing revenue, efficiency and customer satisfaction). Fellowes has been at the forefront of innovation – and profitability – for parts applications. He has served in executive roles with Bell & Howell (now, Snap-on) and OEConnection – his current clients include vehicle manufacturers and dealerships as well as leading solutions providers. A pioneer in parts systems, Fellowes has delivered technologies to ensure that Parts continued as dealerships’ leading profit-margin center; now, as the leading expert on parts e-commerce, he is educating and assisting in the industry’s continued advancement.

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Igniting your Service Department

Communication is everything – empower your service department and management team with tools that build connections with customers and drive retention throughout the lifecycle of the vehicle

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Customers expect technological expertise and innovative methods of information exchange to empower their purchase decisions. This session will focus on how utilizing new preferred and personalized communication channels will elevate your service department in how it communicates inspections, estimating and recommendations processes to a new digital perspective. We’ll discuss options available that will enable you to provide trusted information across the most technologically advanced platforms – where customers need it most.

How to incorporate web technology that creates a personalized dealership experience with your customers that puts your entire operation at their fingertips. Create a unique web experience that keeps your customers engaged at every level of their lifecycle – from purchase to service and then back to purchase.

What action items will attendees take back to the dealerships?
1. How to utilize mobile devices, like the iPad, to personalize the service experience for your clients –including greeting them in the service lane, noting their concerns and sharing with them the current and relevant service recommendations for the OEM.
2. How to create marketing strategies that engage with service customers who’ve declined service recommendations. Create follow-up processes that allow you to re-engage with the customer to further explain services and develop purchase plans and rewards for coming back to your dealership.
3. Learn to develop a client retention strategy that builds trust between the dealership and customer.
4. How to use the latest social technologies to better inform the owner of the current vehicle health and recommended investment using easy to understand owner centric communication needs.

Richard Holland is president of MPi with over 20 years of results-driven, senior leadership experience in the automotive industry. Holland joined MPi and its parent company, Service Repair Solutions, in February 2011 as chief strategy officer. Prior to MPi, Holland was the vice president and general manager for DealerTrack DMS where he led a $38.6 million business subsidiary. In addition, Holland was the founder and president of Arkona, a leading tier 1 dealer management system. At Arkona, he led an evolving business engaged in the development of disruptive technology by deploying ERP solutions in a SaaS offering. Under his leadership, Arkona revolutionized the DMS paradigm by lowering customer investment by 70% while building a profitable and sustainable business model.

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The Impact of Technology on the Service Consumer’s In-dealership Experience

How emerging technology impacts the customer’s overall service experience.

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In their drive to compete and differentiate, OEMs are spending hundreds of millions of dollars to create an integrated experience for consumers. This experience is anchored around creating a holistic brand message from vehicle purchase, ownership experience, and ultimately, re-purchase. The service related aspects of this strategy bring significant focus on customer satisfaction – emphasizing value, convenience and trust – with the end goal to increase vehicle and parts sales through brand loyalty, re-purchase activities, and referrals. In this track, Xtime will discuss these vertically integrated digital strategies, touching on service marketing, OEM sponsored roadside and loyalty programs, and telematics – highlighting what happens when these tools are integrated and functioning well.

What action items will attendees take back to the dealerships?
1. Obtain checklist of customer touchpoints and technologies involved.
2. Learn how to integrate marketing and transactional messages.
3. Create a short list of actions dealers can do immediately to leverage the changes.
4. Gain an understanding of the integrated experience currently underway.

Chris Ice joined Xtime in 2008. As vice president of products, he is responsible for gathering and prioritizing customer requirements, developing the overall product roadmap, and producing formalized product training and documentation. He has over 17 years of software and IT experience in such diverse industries as defense and aerospace, industrial automation, transportation and logistics, professional services, high-tech/networking products, and automotive – spanning many Fortune 100 and 500 companies along the way. He received his degree in manufacturing engineering from Bradley University and is recognized as the company “gearhead” through his restoration and racing of vintage sports cars, race cars, and motorcycles.

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Growing your Parts and Accessories Business in a Consumer-led, Technology-enabled Shopping Environment

There are a number of avenues to help dealers get their inventory found in search and for sale online. This panel of dealers and industry experts will show you how.

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The 9 by 7 inch iPad is responsible for a growing percentage of all Internet traffic. Seventy-nine percent of consumers use their mobile phones for shopping and one-third of consumers use their phones to shop for auto-related items. On eBay alone, nearly 270,000 vehicle parts and accessories are sold every week through mobile applications. We are clearly at an inflection point – the impact technology will have on shopping in the next three years is as big an impact as technology has had on media in the last three years. This presentation will provide insight on how dealers can take advantage of the commerce everywhere trend, using smartphones, tablets, and mobile devices to reach consumers when, where and how they want to shop. This class is built to help dealers get off the sidelines and onto the field. Our panel will consist of industry experts and successful dealers in the online parts and accessories space. We will look at four current commerce trends: mobile, local, social and digital.

What action items will attendees take back to the dealerships?
1. Learn how to get inventory out of the DMS and up for sale online.
2. Learn how to merchandise and sell online.
3. Understand how to use marketplaces like eBay and Google Shopping.
4. Understand the best ways to utilize social media.

Clayton Stanfield has been the senior manager of dealer training at eBay Motor for five years. He oversees all training and industry outreach programs for eBay Motors. This includes speaking at industry events, running eBay Motors training events and management of eBay’s Internet Sales Manager Certification Program. Prior to his experience at eBay Motors, Stanfield worked for five years as a consultant in the auto industry building and training personnel in Internet departments and business development centers. It was during his college years that Stanfield first entered into the industry selling cars for a dealership in Sacramento, CA. He has a bachelor’s degree in Business Management and graduated with an MBA from Pepperdine University in August 2011.

Justin Copple has been employed at Copple Chevrolet GMC since 2002. Copple was a sales consultant until 2007. In 2007 he started working on building the dealership’s Internet department and maintains an active role there.

Erica Sietsma is director of strategic relationships for Digital Air Strike, one of the industry’s most complete digital marketing companies with full social media, reputation and response management. Sietsma manages OEM and third-party partnerships, as well as adding direct dealership perspectives to strategic programs. Prior to joining Digital Air Strike, Sietsma spent four years with MileOne Automotive, running corporate communications and software partnerships for their 63 brands. She has also held positions at CallSource, as automotive national accounts manager and worked in sales management at Autobase. She has her B.S. in Business and Communications from Cornell University and lives in New York City where she relies on using the social networks daily.

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Drive Revenue through your Service Department

A targeted marketing program that not only improves the fixed operations bottom line, but also increases car sales by accelerating customer’s buying cycle

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Darren VanCleave will present a comprehensive, targeted marketing strategy that primarily focuses on the service department. VanCleave has worked with some of the top dealers in the country to develop a strategy to gain new service customers, keep existing ones and become more aggressive in reaching out to those who have not remained loyal. The session will highlight the science of gaining new business in areas of conquest marketing initiatives and generating additional sales opportunities. Find out how these key fundamentals increase customer retention and loyalty by effectively communicating throughout the customer’s ownership cycle and produce measurable results that generate additional revenue for the dealers that execute them.

What action items will attendees take back to the dealerships?
1. Learn to produce efficient marketing campaigns that target the right customer, at the right time
2. Create a consistent marketing message across multiple mediums that improves response rate
3. Effectively convert 2-3% of service traffic into new/pre-owned sales
4. Develop plan to dominate PMA for both sales and service

Darren VanCleave is chief operating officer of AutoPilot+. VanCleave has over 25 years of success as a leader, executive and entrepreneur
in the automotive industry. By the age of 40, he owned and operated eight companies worldwide. Over the course of his career, VanCleave served as CEO of Result Technology Group; president of True Fiction Filmz; vice president of the Joe Verde Group; and vice president of global sales and marketing for Reynolds & Reynolds/Half-A-Car. VanCleave began selling cars at age 17 to work his way through college and over the years has served as dealer principal, general manager, GSM, F&I director, and sales manager.

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PRE-OWNED TRACK SPEAKERS

Dedicated pre-owned knowledge, experience, and expertise.

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Five Best Practices to Sell More and Net More in your Used Car Department

It’s time to get out of the used car business and into the money business

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When it comes to used cars it’s all about the money. This segment will give you five easy ways to increase sales and net. You need to change the way you’re thinking. Yesteryear’s myth: To sell 100 vehicles you need to stock 200 vehicles. Today’s myth: To sell more you need to price to market. The truth is to stop looking at used cars as cars and to look at them as investment capital. Having your used car manager properly managing your money in today’s market will assure you a net profit and the ability to grow. Alfano will be sharing five best practices that will ensure your used car success and profitability.

What action items will attendees take back to the dealerships?
1. Appraise more cars and trade more units. How to measure proper number of appraisals each day.
2. Learn to tell the story: the Storybook selling system. Develop a systematic approach to removing the fear of selling used cars.
3. Understand holding cost and its relationship to aging (how much it costs to hold a car every day).
4. Implement your CRM system to train your people better and to improve productivity.
5. Take away ideas to manage your inventory like the cash investment it is.

Frank Alfano is a used car workshop manager and in-store trainer for Tim Deese and Progressive Basics Used Car Manager Training School. Alfano has been in the auto industry his entire life. He started cleaning tools as a child and progressed through the ranks to dealer. He has been a trainer with Tim Deese and Progressive Basics since 2000 and has had the honor of working with over 20,000 car people throughout the world. His extensive automotive knowledge takes him into dealerships across the country and around the globe on a monthly basis.

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A 50-Year Walk through Selling Used Cars

If I had known I was going to live this long, I would have hldden more gross

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Many years ago to ensure my personal success in the automotive industry, I forced myself to become a student of the business. I researched why new car dealers got into the pre-owned business in the first place and continued my search for what makes pre-owned tick. This journey has many successes and a few failures. Those failures, however, are paramount and have always caused a rippling effect throughout our industry. The reason for this is the capital invested in a dealers pre-owned inventory is by far their most dangerous liability.

What action items will attendees take back to the dealerships?
1. Learn to teach salespeople how to successfully sell their trade-ins
2. Know how to cosmetically present a vehicle superior to your competition
3. Face the warning signs of what could be an unbalanced inventory

Frank Alfano is a used car workshop manager and in-store trainer for Tim Deese and Progressive Basics Used Car Manager Training School. Alfano has been in the auto industry his entire life. He started cleaning tools as a child and progressed through the ranks to dealer. He has been a trainer with Tim Deese and Progressive Basics since 2000 and has had the honor of working with over 20,000 car people throughout the world. His extensive automotive knowledge takes him into dealerships across the country and around the globe on a monthly basis.

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The Streamlined Selling Machine

The step-by-step processes that helped dealerships reach number one in the nation multiple times in multiple categories

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This is the step-by-step accounting of the processes that allowed Henley Magee to take one high-line, multi-line dealership that in its five-year history had never made any money, and make it profitable in 90 days. It made over $100,000 per month in 120 days, moved to a 373% increase in business over the previous year, became number one in the nation in new car growth two years in a row, number one in the nation in certified pre-owned, and number one in client retention. The same processes helped him become number one in CPO for Lexus during the pilot, and number one for Mercedes-Benz in growth in Southern California. Attendees will be able to take home the processes, worksheets and word tracks and put them to use immediately.

What action items will attendees take back to the dealerships?
1. Learn prospecting methods that invite showroom traffic at a very low cost.
2. Learn a simple inventory management system that reduces dealer trades, increases sales, reduces aging, and lowers flooring costs.
3. Learn up control and showroom management techniques that improve up quality, and close more sales.
4. Learn to spin your used car inventory…lower days’ supply and improve turn rate with standard processes.
5. Turn your service drive into a drive through showroom

A sales leader, Jeff Cotton brings over 25 years of automotive industry experience and knowledge. Proven in the trenches of practice, he learned early on in his auto selling career that knowledge and the timely application of that knowledge are key to building and keeping customer relationships. Because of this philosophy, he rose to the top of his industry by giving his customers quality information early enough so that they could make an informed buying/leasing decision—long before they knew that they had any options. The nation’s top sales representative for both Mercedes-Benz and Maybach are amongst a few of Cotton’s accomplishments. His techniques are used today by thousands of salespeople on a daily basis.

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Certified Pre-owned Market Update, Plus Volume Trends

Is CPO here to stay? How the new-car market is impacting certified pre-owned sales

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New-vehicle redesigns and strategic lease and APR incentives are shifting consumers away from certified pre-owned (CPO) units. These market dynamics are making it more difficult for dealers to increase their CPO sales. Juan Flores, director of vehicle valuation for Kelley Blue Book, will share timely CPO valuation and sales information, and discuss the impact from the new-car market. Flores will reveal how potential customers are influenced by new cars with competitive pricing, appealing redesigns and high inventory levels (compared to certified pre-owned vehicles). From this session, attendees will walk away with valuable information about the new-car market, health of used-car values and their impact on CPO sales strategies. In addition, Flores will share recent website traffic trends to highlight shifting shopper demand within the used- and new-car markets.

What action items will attendees take back to the dealerships?
1. Gain knowledge on the current certified pre-owned marketplace.
2. Determine insights of certified pre-owned volume trends to properly stock inventory.
3. Understand how the new-car market directly impacts certified pre-owned vehicles.

Juan Flores is the director of vehicle valuation for Kelley Blue Book. His primary responsibilities include managing the team responsible for the production of Kelley Blue Book’s new and used car values within the company’s publications and on kbb.com each week. Flores ensures Kelley Blue Book’s values are as market reflective as possible by using historical data and statistical forecasting models utilizing data from multiple external and internal sources. With this information, Flores generates tracking reports, reviews trends and determines the correlation analysis against economic indices. He also provides critical support to the residual valuation team. Furthermore, Flores maintains communication with a network of dealers and OEMs for further validation.

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Turning Cars into Stars through Online Merchandising

This session will help dealers enhance used vehicle profitability by optimizing their merchandising on classified sites and managing each car’s performance to market-based benchmarks

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Used vehicles are like children—each one has its own personality and each requires different techniques to reach its full potential. vAuto senior vice president of performance management John Griffin shares how dealers can leverage each used vehicle’s unique ‘story’ more effectively through metrics-driven online merchandising. Find out how to establish merchandising performance benchmarks that maximize each car’s market appeal and profitability potential. Get an inside look at proven in-store processes to reduce the time to post vehicles online, track SRP/VDP conversions to protect each vehicle’s profit potential and ensure a pixel-perfect presentation for every car, every time. Bonus: Griffin reveals how today’s technology helps dealers “right-size” their online merchandising investments and acquire the “right” vehicles to meet profitability and market penetration goals.

What action items will attendees take back to the dealerships?
1. Correctly address the four must-meet factors to maximize online merchandising conversions.
2. Establish and track online merchandising benchmarks on an inventory and per-vehicle basis.
3. Use online merchandising benchmarks to measure the sales throughput and return on investment (ROI) from classified sites.
4. Grade your dealership’s “pixel proficiency.”
5. Integrate online merchandising performance into used vehicle inventory acquisition decisions.

John Griffin, SVP of Performance Management, brings a wealth of automotive retail experience to the vAuto management team. Griffin has more than 20 years of executive management experience at some of the most successful dealer groups in the country. Designing and implementing highly effective sales and operational management processes throughout his career, he has developed a specialty as an accomplished trainer, providing results-driven best practice programs for all levels of dealership personnel. Griffin has also provided consulting services to manufacturers, re-marketers, auctions and suppliers in the automotive industry. Griffin received his B.S. in economics from the University of Dayton, and his M.B.A. from DePaul University’s Graduate School of Business. He has also completed comprehensive management training through OEM executive and dealer development programs.

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Build a Bulletproof Buying System for Online Auctions

This session provides best practices for dealers looking to acquire used vehicles more efficiently and effectively from wholesale auctions

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For many dealers, the inability to acquire enough of the right used vehicle inventory impedes their success and profitability. In this session, Auction Genius CEO Todd Kinzle reveals how dealers can clear this logjam by creating a more effective and efficient process for purchasing used vehicles via online auctions. Find out how to cut the time required to research used vehicles by more than 50 percent, increase “win” rates with a strategy-minded mix of live and proxy bids and set purchase parameters that protect each car’s profit potential and minimize the number of “problem” cars you acquire. Take-home bonus: Use Kinzle’s buyer performance blueprint to maximize the effectiveness and volume of online auction acquisitions.

What action items will attendees take back to the dealerships?
1. Create clear-cut parameters to efficiently identify the “right” cars for online auction acquisitions.
2. Set performance benchmarks for buyers to improve their effectiveness as online auction participants.
3. Use technology and tools to mitigate purchases of risky cars.

Todd Kinzle is CEO and co-founder of Auction Genius. He and two friends founded the company nearly four years ago with a single goal: Apply their technology development skills that would address an everyday problem for car dealers. The group opened an independent used vehicle dealership to gain an understanding of auto retailing. Auction Genius was born as they discovered the difficulties dealers encounter purchasing used vehicles from wholesale auctions. Prior to Auction Genius, Kinzle held sales and business development positions for marketing technology and property development firms. Kinzle also served as an outreach minister for a church in Longmont, CO, where he currently resides.

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More Deals, Quality Trades, Profits and Satisfied Customers

How to effectively engage with trade-in customers and avoid losing the deal.

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The big picture is not about the trade-in vehicle, it’s about the sale. Join Rob Lange, national sales training director for Kelley Blue Book, for a highly interactive forum on how to transition a shopper utilizing a third-party or dealership website trade-valuation tool into a sale. It’s well known that the difference in trade value expectation between customer and dealership is a troublesome area for salespeople, causing deals to be lost. With customers relying heavily on online valuations prior to dealership visits, it’s imperative to learn the successful techniques to establish a trusted relationship with clients to gain consumer confidence. You invest so much to drive website and dealerships visitors, now is the time to maximize your efforts and start earning the rewards. Lange will set the stage to outline the challenges, share solutions and open the floor for conversation, so attendees can hear firsthand what strategies work for others every day.

What action items will attendees take back to the dealerships?
1. How to gain customer confidence from the first mention of a trade
2. How to diffuse pressure to provide trade values on the phone and at the dealership, allowing you to establish relationships before negotiations
3. The strategies that will help set more appointments and sell more cars with proven successful real-life techniques used by other dealers.

Rob Lange is the national sales training director for Kelley Blue Book. His responsibilities include providing educational materials to dealers to enhance their sales processes using Kelley Blue Book® Values and services. In addition, Lange develops “best practices” documents for dealerships, contributes monthly articles to industry publications and regularly speaks at related conferences. While at Kelley Blue Book, Lange has successfully conducted regional educational meetings for dealers and was a speaker for a number of Digital Dealer and Liquid Motors conferences.

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Car for Life Equals Dealer for Life

How to achieve true perpetual customer retention

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In this session dealers will learn how to structure their business so the consumer has affordable payments based on market values – no guessing on depreciation. The customer receives shorter finance terms in a vehicle upgrade while decreasing ownership time in half for continual trades within the dealership.

What action items will attendees take back to the dealerships?
1. Learn how to offer shorter finance terms for pre-owned vehicles. From 60 and 72 month traditional to new 24 and 36 month with payments based on the market values – no guessing on depreciation.
2. Learn how to construct a perpetual, organic used inventory farm – keeping customers and your cars coming back to your dealership. Win, win, win.
3. Become empowered to position yourself within your market, franchise (if applicable) and community as a leader in sales and customer loyalty.
4. Learn how to package a new finance tool as a customer traffic building tool that is measurable.
5. Learn how to apply all the information they’ve learned into a marketing plan that will allow them to effectively and affordably communicate their unique opportunity to their market with measurable results.

Rob Mudd is president of digital media at Mudd Advertising and Mudd 360. He is directly responsible for all new business development and consults automotive owners and general managers on their marketing efforts to improve business and grow market share. Mudd has an in-depth understanding of the automotive industry through working in the family-owned company, learning every aspect of the business including direct mail sales, account management and sales management. He has been integral to Mudd Advertising’s success as the leader of new business development efforts since 1999.

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Blending Science and Strategy to Maximize Used Vehicle ROI

This session will help you to establish a market-specific inventory strategy and execute it using market-based data to maximize used vehicle return on investment (ROI) and profitability

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A more competitive and transparent retail environment requires dealers to establish a market-specific strategy to ensure success in their used vehicle departments. vAuto Founder Dale Pollak’s session reveals how to establish a strategy that plays to a market’s top-selling vehicle segments and a dealer’s goals for inventory turn, return on investment (ROI) and profitability. Find out how market-focused metrics and inventory management tools can pinpoint the “right” cars and “right” acquisition prices to fulfill a dealership’s broader used vehicle strategy and objectives. Learn how these metrics and tools help protect the ROI and profitability potential of every car at each stage of a used vehicle’s lifecycle. Bonus: Take home benchmarks for online auction and trade-in acquisitions to ensure that you acquire every car “on the money.”

What action items will attendees take back to the dealerships?
1. Develop your own used vehicle inventory strategy based on your market and dealership objectives for volume, inventory turn and profitability.
2. Understand the market-based metrics that detail the “right” used vehicles and “right” prices to fit a dealer’s market and strategic objectives.
3. Apply market-based metrics to protect and preserve the ROI/profitability of every used car from acquisition to the front line to the sales desk.
4. Use metrics-based benchmarks to evaluate the effectiveness of your trade-in and auction acquisition efforts.
5. Learn how inventory management metrics integrate with online merchandising to maximize used vehicle sales volumes and ROI/profitability.

Drawing from 13 years of experience as a retail automobile dealer, Dale Pollak founded two highly successful retail automotive solution companies. The first was Digital Motor Works, sold to ADP Corporation in 2002, and the second vAuto, sold to AutoTrader.com in 2010. In addition, Pollak has authored two best-selling books on used vehicle management practices and strategies. Pollak received his B.S. in Business Administration from Indiana University and is a graduate of the General Motors Institute of Automotive Development. Pollak also earned a law degree from DePaul University’s College of Law, and is a four-time winner of the American Jurisprudence Award for top performance in his class.

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Optimizing the Power of your Data

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Learn how to protect and leverage the data that you already have to improve your effectiveness and profitability. It may seem complicated, but NADA will sort it out in laymen’s terms, show you a data sharing agreement that protects you and demonstrate how sharing your data can benefit you. Have you ever asked your DMS vendor who has access to your data? Do you really know how your data is being used and by whom and for what reason? How accurate is the data you are using? Is there an advantage for you to allow access and what do you get in return? Learn about data agreements allowing access and solutions that are written to protect you. See the benefits of sharing with a third-party who in return provides an analytic tool that uses your own data to benchmark your variable departments and the competition.

What action items will attendees take back to the dealerships?
1. Learn how to protect your data
2. Understand who is using your data, how it is being used, and for what reasons
3. Learn how accurate data can help improve vehicle valuations
4. Learn to use your data to better manage your variable operations

Leveraging over 30 years of automotive retail experience, Stu Zalud brings a dealer-focused perspective and insight to his role as director of dealer services for NADA Used Car Guide. Zalud joined NADA in this newly created position in April 2007 and is responsible for promoting NADA Used Car Guide’s data and services to franchised and independent dealers, presenting at various industry events, and contributing to the development of future products and services to meet changing dealer needs. Zalud’s previous experience includes 30 years as an Oldsmobile and Pontiac dealer in Cleveland, Ohio and eight years as a Cadillac dealer in Hilton Head, South Carolina. In addition, he served on the NADA Board of Directors, NADA Used Car Guide Board of Advisors, and as chairperson of both the Greater Cleveland and Ohio Automobile Dealers Associations. He served a five-year term as a member of Ohio’s Dealer Licensing Division of the State.

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SOCIAL MEDIA TRACK SPEAKERS

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Advanced SEO for Dealers – What Still Works on Google

Google is constantly changing and massaging its algorithm to improve its local results. Ali Amirrezvani will cut through the clutter about what still drives organic rankings and how to leverage that knowledge for your dealership in 2013.

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Google has come out with at least three major categories of algorithm and ranking factor updates over the last 12 months in Panda, Venice, and Penguin. Google’s updates have created great opportunities for dealers, since most of the changes are targeted at penalizing redundant content and rewarding highly localized, relevant content for local searchers. Amirrezvani will provide dealers with a list of best practices for optimization that still work in Google’s new SEO landscape.

What action items will attendees take back to the dealerships?
1. Learn to Google-ize your mobile site
2. Gain insight to dramatically increase organic traffic from in-market shoppers
3. Plan for Google’s next update
4. Discover tools to track and measure results
5. Learn the future of SEO for car dealers

Ali Amirrezvani is the president, CEO, and co-founder of DealerOn, Inc. He has spent the last 10 years helping DealerOn’s customers dramatically increase their sales and profitability from their websites and online marketing efforts. Amirrezvani is a noted automotive online marketing guru. He is a featured expert contributor to Auto Dealer Monthly, writing a bi-monthly column. He is an avid blogger and online contributor, evangelizing digital best practices on industry forums.

 

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Putting the Customers Back in CRM

CRM and social media solutions that will enable you to master the four critical areas of marketing and customer relations

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It’s a constant challenge; how can a dealer succeed in communicating with his/her previous clients while continuing to gain new ones while utilizing the Internet? The first step is to understand the tools that are available such as CRM, website and community and social networking. The next step is to understand how to use them to maximize reviews and win at the reputation management game. The main focus of this workshop will be to show you how to make your CRM more profitable for your dealership and more usable by employees. We will also focus on learning how to work with the ever-changing rules that are mandated by companies such as Google, Yammer, LinkedIn and Facebook. You’ll learn how to avoid the quicksand and still take advantage of what these companies have to offer.

What action items will attendees take back to the dealerships?
1. Learn how to create long-term, loyal and profitable customer relationships through an Interactive Customer Community (ICC).
2. Understand how to integrate sales, interactive and social media strategies for more success.
3. Learn how to turn customer and dealer management databases into useful, profitable marketing tools.
4. Understand how to differentiate your dealerships from your competitors on the basis of customer communication, engagement and loyalty.

Saphura S. Long is the president of Gratis Technologies and is a graduate of the NADA Dealer Academy. She and her husband own the Long of Chattanooga Auto Dealerships, which includes Mercedes-Benz, Volvo and Hyundai franchises. Long is the founder of Prize Corporation, which produced ReckonUp CRM solutions. ReckonUp CRM was acquired by izmocars in 2007. Long was one of the first four women chosen by GM to become a dealer as part of GM Women Minority Dealer Development Program and was an adjunct professor at the University of TN in Chattanooga School of Engineering.

 

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A Zagat’s Rating for your Dealership?

Your local customers rely on Google+ Local to find local dealerships—you! Master Google’s new social network, boost your new Zagat rating, manage your reputation, and get social with your customers.

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They’re not just for restaurants anymore! Google has cracked the code on local dealer online marketing with its acquisition and integration of the famous Zagat’s rating service. The latest rollout of Google+ includes a new Local page for your dealership, which replaces and updates your Google Places listing. Why is this critical? With a majority of car buyers spending more than half of their car buying research online it’s more critical than ever for your dealership brand to be highly visible in your local market. Add to this the fact that the average car shopper visits, on a average, just two dealerships in-person before making a purchase and it’s more critical than ever for digital dealers to leverage the latest web tools to manage their reputation, encourage positive reviews, and get social with their customers.

What action items will attendees take back to the dealerships?
1. Learn how to claim our dealership’s new Google+ Local page.
2. Understand how your dealership’s new Zagat’s rating affects customer behavior and online discovery
3. Master techniques to boost your Zagat score to enhanced your online reputation to boost sales
4. Obtain hands-on tips for how to set up a successful Google+ presence for your dealer brand
5. Learn how to get customers to write reviews for your dealership on your Google+ Local page

Tim McLain is the marketing manager for Netsertive (netsertive.com), a fast-growing online advertising company that drives sales opportunities to auto dealers across the U.S. and Canada through the power of Internet discovery. His 19 years of Internet marketing experience have helped a wide range of local businesses grow their bottom line in targeted, local markets. His specialties include online (search/display/mobile) advertising, social media (B2B and B2C, including content curation), reputation management, email marketing, and video production.

 

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Is your Dealership Ready for Real Time?

It’s not 2008 anymore. Consumer expectations, preferences and behaviors have changed. This presentation will help you better understand and respond to today’s real-time buyer.

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Take a look around. Everywhere you look – whether at a coffee shop, a restaurant or in a hotel lobby, people are walking around with their heads down looking at their cell phones. Consumers today use smartphones, tablets and laptops to tweet, shop, ask questions, check reviews, find coupons and get directions. Recent independent research states that the average consumer’s search lasts 18 hours and includes 18 or more different websites. Put simply, consumer behaviors and expectations are different today than they were in the past. The 2012 buyer has adapted to an environment of personalized engagement (think social media), instant access and immediate response. Consumers are empowered like never before with real-time information at their fingertips. They are able to maintain their anonymity and stay in control of the buying process in ways not possible before. For dealers, resisting the reality and challenging the demands of today’s real-time shopper is risky proposition. Despite the reality, many dealers are locked into legacy structures put in place as a way to ‘deal with’ Internet leads. The delta between the type of engagement, access and responsiveness today’s real-time consumers demand and how dealerships are prepared to respond can be extremely wide.

What action items will attendees take back to the dealerships?
1. Change the way dealers view and respond to today’s real-time consumer.
2. Better understand the online automotive consumer landscape and learn to take advantage of untapped sources of business.3. Be present and available when and where consumers are searching for answers.
4. Structure the dealership in a way that increases lead potential and response.
5. Promote dealership brands and empower the sales organization to win now rather than hoping for wins later.

Ed Parkinson is the VP of sales, automotive solutions at Contact At Once! Parkinson has been working with automotive dealers for 27 years and has championed many new services that “move the needle” for his customers. He helped pioneer the use of call tracking and measurement to increase sales and quantify the return-on-marketing during his seven years at Who’s Calling, Inc. Parkinson began selling and coaching auto dealers on Contact At Once! services in 2006 and joined the company as VP of sales in April 2007. He holds a B.B.A in marketing and management from Temple University.

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Can you Replace SEO with Social Content?

SEO investments alone are no longer enough to improve search engine results and social marketing effectiveness; dealers need to ensure that all bases are covered to stay relevant in the evolving digital landscape.

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It’s time to reevaluate your SEO strategy. Search engines have changed dramatically in recent years, so many old content optimization rules no longer apply. Today, using fresh, relevant content to improve user engagement and social sharing reign supreme. This session will examine how dealers can improve their marketing mix and wring more value out of social marketing strategies to increase website traffic and sales – at a fraction of the time and cost associated with traditional SEO programs.

What action items will attendees take back to the dealerships?
1. Understand the impact of recent search engine updates to make informed SEO decisions.
2. Examine the intersection of search engines and social media and the impact on user engagement.
3. Learn how to structure marketing campaigns to encourage social sharing and drive search engine results.
4. Discuss do’s and don’ts for social content that drives website traffic and leads.
5. Gain best practices for building a community of quality followers and how to target them effectively.

Bill Peña, chief architect at IMN (www.imninc.com), is an accomplished web developer, author, technology trainer and leader, with 13 years of experience in product design and development for high-tech content and e-commerce companies. Most recently, Peña led the development of IMN Social Driver, the company’s full-service social media content marketing solution. Previously, he developed new multi-channel content marketing products and campaigns at companies like O’Reilly Media and Phoenix Media Communications Group. He also worked at World Travel Holdings, creating user interfaces to big data consumer applications.

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Social: The Soft Sell

Managing your expanded web presence

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The Internet has evolved from a static place to a community where everyone has a voice. There are multiple channels where those voices live: forums, social networks, blogs, reputation sites, etc. Which ones are most important to your dealership? How do you make sure to engage consumers in these channels? What are realistic expectations for your ROI? How does social affect lead gen, brand engagement and problem resolution for your dealership? Where are the user traffic points that you want to control? Learn which social channels are most important to the dealership and why.

What action items will attendees take back to the dealerships?
1. Explore the types of consumer engagement that are most effective today.
2. Gain insight into how your expanded web presence influences dealership traffic.
3. Discover how SEO is evolving into the new social soft sell.
4. Develop your own soft sell social strategy.

Michael Sos is the product manager for Interactive Media at Dominion Dealer Solutions. He has 15 years of experience working in online marketing and more than 10 years working specifically in automotive. Sos has worked for IBM Interactive Media, as well as several smaller boutique Internet agencies before joining Dominion. As director of product development at Carloan.com, he helped design, build and launch products in third-party lead generation, online lead management, direct mail, automated e-mail follow-up and affiliate marketing. His role over the last two years has been to design innovative solutions and strategies for car dealers to manage their reputation. The tools he has helped design are now used across the country in not only car dealerships but also in hotels and other small businesses.

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The Four Main Forces Driving Today’s Commerce: Mobile, Local, Social and Digital

The way buyers shop changes almost daily as mobile adoption and technology makes incredible strides. Think about what has happened in the past 24 months and now think where we will be in 2014.

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This workshop will look at the four main forces driving today’s commerce: mobile, local, social and digital. The lines between what is currently considered e-commence, mobile shopping and traditional retail have blurred and will fundamentally change the way your dealership operates. When a customer contacts you, it’s likely that they have already looked at your inventory online, used their smartphone to find your location and maybe even read dealership reviews or checked out your social media properties. Every customer needs to have the same experience, and with this means making sure your mobile, local, social and digital consumer outreach is similar in messaging and quality.

What action items will attendees take back to the dealerships?
1. Understand where the industry is now and where is it heading.
2. Learn how a dealership can keep up with all these trends?
3. Learn the five things you can put in place right away to cater to the mobile shopper
4. Learn ways to improve your mobile online presence.

Clayton Stanfield has been the senior manager of dealer training at eBay Motor for five years. He oversees all training and industry outreach programs for eBay Motors. This includes speaking at industry events, running eBay Motors training events and management of eBay’s Internet Sales Manager Certification Program. Prior to his experience at eBay Motors, Stanfield worked for five years as a consultant in the auto industry building and training Internet departments and business development centers. It ws during his college years that Stanfield first entered in industry selling cars for a dealership in Sacramento, CA. Stanfield has a bachelor’s degree in Business Management and graduated with his MBA from Pepperdine University in August 2011.

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Creative Cut-through in Today’s Media

Creative ideas that will generate a positive result in both new and old media, as well as an in-depth look at the power of e-mail marketing.

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This session will cover a range of proven creative ideas based on over 18 years of experience in automotive retail advertising. Discussions will include how to get a dealer’s brand and advertising noticed in all media including traditional media such as press, radio, direct mail and television, as well as the new media platforms such as Facebook, Twitter and YouTube. In addition, using real life examples, Tessier will demonstrate the power of email marketing and how a dealer can keep his brand in front of his customer by building a powerful data base – the customers that he already has – and reap the rewards.

What action items will attendees take back to the dealerships?
1. Learn why successful retail campaigns start of the showroom floor.
2. Understand how to make you great creative idea work in press, TV, radio and online advertising?
3. Learn the techniques that will keep your dealership in front of your best customers – the ones you already have.
4. Explore what you must do to create a powerful email data base that will make your next EDM campaign a winner.

Patrick Tessier had a vision almost 20 years ago of creating a dedicated automotive retail agency based on his extensive experience on the “showroom floor”. Today, Salefest is that agency and more. Tessier’s advertising accomplishments are born of his no-nonsense approach to innovation and experimentation. He is also the convener of the AADA National Dealer Convention, which is Australia’s only industry conference for automobile dealers. Responsible for the success of countless small and large businesses, Tessier strives to continue offering clients a full suite of creative solutions and customer service that they won’t find anywhere else.

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Fall 2012 Social Media Study Results and Top Dealers Revealed

See where you rank and learn top social media tips to get a jump on your competition

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Back by popular demand, the 2nd Automotive Social Media Trend Study is packed with even more actionable findings! Conference attendees will be some of the first to see the results, including an analysis of sites from dealers attending the show and how car buyers are really using social media and review sites. Learn if average liker and follower counts are increasing, find out which review sites get the highest use by car buyers and see if any of your dealership strategies are featured. Be one of the first to see how top dealers are getting results from social media and learn how your dealership compares to these findings – are you trending higher, lower or right on track? Sign up to receive your own intelligence briefing to get tips on how you can use social media to dominate your market. Your dealership will receive your own confidential report and learn about “Top 10 in 10” – the 10 most impactful social media developments from the previous 10 weeks. This is a must attend session if you want the latest actionable information, not just general theory. Get a jump on your competition and drive more engaged traffic your way!

What action items will attendees take back to the dealerships?
1. Dealers will learn how their social media sites and review management strategies compare against other dealer attendees. 2. Learn which sites car buyers are really using and how they use both social media sites and online reviews to select dealerships.
3. Learn specific social media tips from top dealers and how they can be leveraged immediately.
4. Obtain an intelligence report with findings specific to their store.
5. Get a jump on the competition with the “Top 10 in 10” – it will be crucial to know about the latest top 10 social media site changes.

Alexi Venneri is co-founder of Digital Air Strike, one of the fastest growing automotive lead response, social media and reputation management companies in the nation. Venneri is CMO and COO of Social Media Solutions. Digital Air Strike offers full-service digital marketing solutions that generate more website traffic and more loyal customers. Prior to co-founding Digital Air Strike, she was president of Auto Media/Blue Flame 6, one of the largest automotive advertising agencies, owned by The Van Tuyl Group, the largest privately held dealership group. Prior positions also include vice president of marketing, PR and investor relations at DealerTrack, chief marketing officer at Who’s Calling, director of marketing for the Major League Baseball team Seattle Mariners and she has held marketing management positions for a number of hospitality related businesses, including one of the largest convention and visitors’ bureaus in North America. Venneri is an accomplished public speaker and author of the best-selling book Balls! Six Rules for Winning the Business Game. She has a B.A. in marketing from the University of Calgary and she is an accredited trainer at the University of Washington and The Pacific Institute.

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DIGITAL DEALER SPEAKERS

Industry Experts share their knowledge, experience, and expertise.

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Mastering the Art and Science of Website Conversion

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Dealers spend thousands of dollars a year on third-party leads, non-verifiable advertising slots on third-party sites, and questionable marketing platforms with unproven revenue models. They continue to ignore the one investment of their time and marketing resources that would provide the biggest return—getting more calls, Internet leads, and showroom traffic out of the thousands of consumers who already visit their website every month. In this content-packed presentation, Amir and Jason provide; best practices you can immediately implement on your website to dramatically increase your lead volume, test cases of how other dealers dramatically improved their conversion and show rates, a testing framework that dealers can use to optimize their websites over time, the metrics all dealers should use and measure to optimize their websites over time.

What action items will attendees take back to the dealerships?
1. Identify conversion Rate best practices that dealers can implement to dramatically increase lead volume
2.Understand how to use web analytics to optimize their websites over time.
3. Learn what metrics that dealers should measure to optimize their websites and online marketing budgets/strategies.
4. Understand those best practices that will materially increase lead to show rates, so a dealer will close a higher percentage of website traffic and leads.

Amir Amirrezvani is vice president and founder, DealerOn, Inc. He started selling cars 17 years ago, working in sales and management for large dealer groups like Penske, Van Tuyl, and DARCARS. Amirrezvani and his brother co-founded Dealeron 10 years ago to help dealers increase the sales and profitability from their websites and online marketing efforts. Amirrezvani is a frequent speaker at 20 groups, regional dealer conferences, and national industry conferences such as the Digital Dealer Conferences and brings a unique perspective with his combination of an extensive retail background and an expert’s understanding of online marketing.

Jason Ezell has almost 25 years experience in the automotive industry and managed dealerships for over eight years before being invited to join AutoTrader.com’s first sales team after its inception in 1998/99. Ezell then co-founded Dataium LLC, one of the most unique and respected website companies in the industry. As a member of JD Power’s Internet Round Table, a NADA 20 Group speaker and a Digital Dealer Conference speaker he is well known as an expert in the automotive Internet arena for his statistical approach to analyzing user data to better understand how to sell cars on the Internet. Ezell is president and co-founder of Dataium LLC, the largest aggregator of auto shopper behavior data in the industry.

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Local Marketing Equals Mobile Marketing

How the local marketing strategies of yesterday (and still today) apply to the mobile marketing strategies of tomorrow

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Local marketing has been a focus since the days of the first phone book. But, with the ever-changing landscape and with so many options on the web and mobile, has your marketing lost its focus? Last year you were trying to make sure you were dominating the local sections of Google…today, the buzz words include the likes of Siri, Yelp, and Foursquare. This session includes an overview of all the places you need to be present, how they impact each other, and a breakdown of the most important things you need to do in order for your dealership to dominate your local market.

What action items will attendees take back to the dealerships?
1. Learn where to be sure your dealership is represented for mobile marketing.
2. Learn how to best implement your dealership’s information.
3. Learn how to keep customers engaged and coming back!

Steve Bell is currently a web product manager at Naked Lime Marketing with a history that includes digital marketing for agencies focusing on local digital marketing – including AT&T. His experience includes serving as a digital product manager for an agency while directly working with clients such as Cooper Tire, Meineke Car Care, Safelite Auto Glass, Roto-Rooter, Rite Aid, and Allstate Insurance.

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Case Study: How Red McCombs Ford Uses an Integrated Marketing Strategy to Increase Sales and Service Revenue

Using an integrated targeted and digital marketing strategy to attract, sell, service and retain customers for less cost helped Red McCombs Ford finish number one in the San Antonio market, with sales up 24% over the same period last year, 160% within their top-selling zip codes.

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Learn how to implement an intelligent marketing strategy to attract, sell, service and retain more customers for less cost than traditional mass marketing. Learn how to positively promote all your profit centers: new, used, finance, service and parts to create customers with the highest lifetime value for your dealership. Learn the science behind effectively targeting customers, “perfect prospects”, with the highest statistical probability of doing business with your dealership. Learn how to implement integrated targeted and digital campaigns across multiple mediums including mail and e-mail, campaign offer sites, in-store merchandising, search marketing and more.

What action items will attendees take back to the dealerships?
1. Learn to attract, sell, service and retain more customers for less cost than traditional mass marketing.
2. Positively promote all your profit centers: new, used, finance, service and parts to create customers with the highest lifetime value for your dealership.
3. Effectively target customers with the highest statistical probability of doing business with your dealership within the next 90 days.
4. Implement integrated targeted and digital campaigns across multiple mediums including mail and e-mail, campaign offer sites, in-store merchandising, search marketing and more.

Budd Blackburn, owner of Team Velocity Marketing, combines his retail and training background to bring best practices to many of the nation’s top automotive dealers. As co-founder of Team Velocity Marketing, one of the nation’s leading targeted and digital marketing companies, Blackburn has architected a strategy that identifies dealers’ top prospects and integrates targeted and digital marketing strategies to increase dealers’ profitability.

Shawn Barry is the general manager at Red McCombs Ford.

 

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The Next Generation Innovation Panel

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Eric Brown and Jason Ezell will identify and discuss all the new things that are being introduced into the market from a digital technology standpoint. The panel will consist of executives from the leading CRM and website providers, automotive portals, research firms and direct marketing firms and advertising agencies.

What action items will attendees take back to the dealerships?
1. Hear about the types of new innovations in digital technology that will be introduced in the near future
2. Find out which innovations dealers are most interested in seeing from their technology providers
3. Learn about new innovations that are available today.

Eric Brown, Dataium’s CEO and co-founder, is a senior executive with over 25 years experience in building high-growth companies. His experience includes building from the ground up for angel backed start-ups or re-engineering acquisitions of international Fortune 100 companies for optimum performance and dramatic revenue growth. He has been a featured resource in Automotive News, Fox News, Forbes, and numerous other publications and media outlets. He is a graduate of Missouri Southern State University with additional studies in executive leadership from Harvard University and e-commerce strategies from Columbia University.

Jason Ezell is president and co-founder of Dataium LLC, the largest aggregator of auto shopper behavior data in the industry. Ezell has almost 25 years experience in the automotive industry, and managed dealerships for over eight years before being invited to join AutoTrader.com’s first sales team after its inception in 1998/99. Ezell then co-founded Dataium LLC, one of the most unique and respected website companies in the industry. As a member of JD Power’s Internet Round Table, a NADA 20 group speaker and a Digital Dealer Conference speaker, he is well known as an expert in the automotive Internet arena for his statistical approach to analyzing user data to better understand how to sell cars on the Internet.

Amir Amirrezvani is executive vice president and founder of DealerOn, Inc. Dealeron helps dealers dramatically increase the sales and profitability from their websites and online marketing efforts.

Dave Gilmartin is the director of new car strategy for Cars.com. In his role, he is responsible for the development and execution of an integrated new car experience for consumers and advertisers. He has over 15 years of online experience; his previous roles include director of field sales for Cars.com, director of classified advertising at Boston.com and VP of sales and marketing for AdPerfect.

Brad Korner is vice president Sales & Client Services – Automotive Retail & Media Solutions Group. He is responsible for both automotive retail and media solutions’ portfolio, account targeting, solution value, sales planning, and personnel development.

Amit Maheshwari is responsible for DealerTrack’s digital retailing business, which provides consumer facing solutions to dealers,portals and manufacturers with the goal of improving the online sales process and delivering qualified consumer leads to dealers. In addition, he manages DealerTrack’s analytical services business and is responsible for DealerTrack’s corporate strategy development and planning processes. Finally, he oversees a DealerTrack wide OEM relationship management group.

David Metter brings a wealth of automotive knowledge and experience to HookLogic, both from a dealer and service provider perspective. Prior to joining HookLogic, Metter served more than six years as chief marketing officer for MileOne Automotive, a large, privately held automotive dealership group. At MileOne, he built an industry-leading marketing organization, leveraging technology and the Internet to increase market share, while dramatically decreasing advertising spend per vehicle sold.

Tom Mohr is president and CEO of Digital Air Strike, a venture-backed digital marketing company serving the auto industry. Mohr co-founded ResponseLogix, a lead management software company, which in December 2011 merged with Digital Air Strike, a social media and reputation management company to become a new company under the Digital Air Strike brand.

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There is No Sales Funnel

And the Internet is not your primary marketing channel

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A nine-month study done with over 3,000 in-market customers will be discussed in depth.
• Why customers get on the Internet to shop for a car
• What customers look for when they get there and what motivates them to give information, visit and buy
• When do they look for a dealership to buy from
• Where do they first learn of the dealerhip(s) they ultimately choose

We followed over 3,000 people online and through surveys to where we could connect IP addresses to authenticated visitors and even track mobile to determine really what goes in the mind of a visitor while they are shopping, a social visitor when they engage and how they engage, a lead when they submit information, a showroom visitor when they decide to come in and why, a customer why they decide to purchase. To say the very least we were shocked and the answers we found and you will be too. The important thing to us in this study wasn’t what they did, it was why they were doing it.

What action items will attendees take back to the dealerships?
1. How to align your message to your visitors’ intent
2. What social channels are really good for
3. How to get more conversions from all your web properties
4. How to get more people in the door of your showroom
5. How to keep from losing the deal when the customer does get to your showroom

Larry Bruce, partner, MotorTrends Online and president/CEO, MicrositesByU. Bruce has 20-plus years of retail automotive and technology experience including: partner, MotorTrendsOnline.com; VP, Managed Marketing Solutions Reynolds & Reynolds; founder, president and CEO AIMData; founder, president and CEO ClickBuyDrive.com; president CarmallUSA.com; GM, Sanddollar Autoplex; finance director, Jay Marks Automotive Group.

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How to Get the Most Out of your People

Is your team capitalizing on every opportunity?

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In this workshop you will learn how to maximize the production of your people so they are motivated, accountable, efficient, productive, and operating like owners. The number one problem shared by small businesses today is people. From how to get them to show up and focus on their work, see the bigger picture, take ownership for their position, and increase levels of production – production is a key problem today.

What action items will attendees take back to the dealerships?
1. Hear three ways to motivate your people daily
2. Learn the most important skill that will set up your people for success and reduce your advertising costs
3. Hear the key strategy that will keep your people focused and productive

Grant Cardone is a New York Times, WSJ and Amazon best-selling author, sales training expert and Twitter Top 10 Business Coach and host of reality TV show, TurnAround King. Cardone provides consultation services and customized sales training programs to Fortune 500 companies, small businesses, success-minded individuals and entrepreneurs. He appears regularly on Fox News, Fox Business, CNBC, MSNBC, WSJ and Bloomberg. Through his five books (all written since the 2008 financial crisis), Cardone discusses what individuals must do to be successful in this new economy. He is a sought after speaker, delivering speeches to leading corporations and professional organizations, renowned academic and charitable institutions.

 

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Rankings and Traffic through Content

Content marketing and blogging

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Search engine and social site representatives, and search marketing experts are all saying content is king. According to all, the key to Internet marketing is the production of quality content! And with Google’s constant algorithm changes and the big Panda push, it is more important than ever to understand the successful techniques of content marketing and blogging. But, as with all digital marketing techniques, the secrets to your success are in the details. It isn’t good enough to just produce content. The content needs to be engaging, topical, and you need to understand how to broadcast it far and wide to maximize your results without being seen as a spammer. Attendees in this session will learn methods to aid in the creative process for developing topical content, SEO production techniques, proven distribution channels, and how to determine the campaign’s success.

What action items will attendees take back to the dealerships?
1. Learn techniques for developing topical subjects.
2. Hear about easy-to-do content generation practices.
3. Gain methods to share and broadcast content across the web.
4. Find out which tools make WordPress blogs more powerful.
5. Learn methods for measuring the benefits of content marketing campaigns.

Aloysius (Al) Carl is the digital market manager for Naked Lime Marketing. Carl is a 17-year veteran in B2B and B2C digital marketing with a proven track record of helping businesses implement successful digital marketing strategies. He is instrumental in guiding strategy and product planning to help dealers gain the most from Search Engine Marketing (SEM), Search Engine Optimization (SEO), Pay-Per-Click (PPC), reputation management and social marketing. As an established digital marketing specialist, Carl delivers on-point digital solutions, strategy and planning, and assists dealers in implementing Internet strategies that deliver results.

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How to Build your Internet Sales Dream Team

Building your dream team takes planning and persistence, but the payoff is high.

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The right mix of top talent, contractors and vendors, along with effective coaching will make sure you don’t just meet but exceed your sales goals. Join Kathryn Carlson, SPHR, to learn how to build a dream team for Internet sales. Carlson will discuss how to greatly improve your chance of hiring the people you need for success – not just those you are willing to work for you. She will also share proven techniques to reduce turnover and increase employee motivation specific to Internet salespeople. Building an Internet sales dream team will be one of the best investments you can make in your dealership’s long-term success.

What action items will attendees take back to the dealerships?
1. Recruit the people you want to hire, not just the ones who are willing to work for you.
2. Calculate the right mix of staff, contractors and vendors for your dealership’s dream team.
3. Retain top talent – breaking the cycle of high turnover in the sales department.

Kathryn Carlson is the product director for KPA’s HR Management product line and a featured blogger on http://dealer-communications.com/. Carlson has more than 27 years of human resource management, consulting and HRIS product management experience and is a certified Senior Professional in Human Resources (SPHR). She frequently speaks on best practice in workforce management. A sample of Carlson’s webinars are available at www.dealerwebinars.com. Prior to joining KPA, she was a senior director at ADP. While at ADP she lead the team that developed a patented software application for employee selection.

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Avoid the Seven Most Common Vehicle Merchandising Mishaps

How much revenue will you lose this year from these common mistakes?

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Your online vehicle listings are the meat and potatoes of your dealership’s online merchandising, but what are you serving the vegetarians? We all continue to use the proven strategies that we know work, but it is easy to miss closing a deal by overlooking the varying needs of today’s online shoppers. This workshop will explore common merchandising mistakes made by dealers every day that result in lost revenue and how to correct them. Learn the secrets to creating online vehicle listings that have what it takes to convert a shopper into your next buyer.

What action items will attendees take back to the dealerships?
1. Learn what online shoppers react to on vehicle listings
2. Identify simple changes you can make with your inventory to increase your revenue
3. Hear strategies to differentiate your new and used vehicles from the competition to maximize consumer engagement

Rob Christman is the national director of sales with HomeNet Automotive. As a business consultant for over 20 years and a certified master coach, Christman has worked with esteemed national companies such as the Dale Carnegie Organization and the Tony Robbins Foundation. A veteran of the automotive industry, he is driven by his passion for helping others reach their potential and utilizes the latest business and personal development strategies to develop excellence in the teams with which he works.

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The Hispanic Opportunity

Hispanics buy more, return more often and refer more friends and family than any other consumer group in America. Learn how to increase profitability by capitalizing on this growing marketing.

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The Hispanic population in the United States is over 50 million and is the fastest growing demographic with over 90% of the U.S. population growth between the ages of 18 and 45 being in the Hispanic community. Learn about the first Hispanic buying program which provides pre-approved appointments to certified dealerships.

What action items will attendees take back to the dealerships?
1. Leave with an effective strategy of how to attract, sell, and retain the fastest growing market in the U.S.
2. Learn how to capture the Hispanic market, which buys more, returns more often and refers more friends and family members.
3. Learn how to integrate mobile technology to easily convert leads to sales.

With a desire to enter into the automobile business as a teen, Chad Collier started as a lot attendant and began selling cars to pay his way through college. Collier quickly ascended to sales management and general management positions. In 2004, Collier was 26 years old when he achieved his first major goal when he became the youngest non-succession Ford dealer in Ford Motor Company history. He began to accumulate multiple dealerships in the central southern states. Collier has a tremendous eye for opportunity and the ability to revive underperforming dealerships to market leaders. Collier is now CEO and founder of GroupCars. GroupCars works with affinity organizations and media companies to provide a world-class auto buying solution to their customers. GroupCars was awarded the Prestigious Stevie Award for sales and customer service in 2012. GroupCars owns the Car Factor app and is one of the most downloaded and highest user rated auto apps. Collier is regarded as one of the thought leaders in the automotive marketing space. He also has served on numerous corporate boards, community service organizations and the Indiana Auto Dealers Association board of directors.

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Building an Effective Online Presence and Exploring the Truth about PPC vs. Organic Search

Weed through the confusion and get the true facts about building an online presence that will be the envy of your competitors

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The Internet landscape is constantly evolving. Yearly, monthly and even daily new changes to how a consumer searches for products and services online are rolled out. The task of keeping up can be daunting for even the most Internet savvy dealer. One of the ways that you can be the most effective in getting your dealership to the top of the heap with the least out of pocket, in comparison to more traditional advertising sources, is search engine optimization. Understand that SEO is much more than the latest and hottest Internet buzzword, SEO is targeted marketing that can get you in front of who really want to see you…car shoppers. Another important aspect of your dealership’s online presence is your online reviews. Increasingly, people are utilizing reviews to help decide which dealership they will buy a car from or where they will take their car for service. We’ll cover best practices for asking and receiving positive reviews from your happy customers and show you how to make your positive reputation the envy of your competitors.

What action items will attendees take back to the dealerships?
1. Get the real facts about how to build a robust SEO strategy that plays by Google’s rules.
2. Define a reputation management process that improves your overall reputation, presence in search and has the greatest impact on your bottom line.
3. Learn how to handle the increase in phone calls (a result of having a tremendous review presence) and get the most out of them.
4. Hear best practices for how to allocate your marketing budget between online and traditional marketing sources.
5. Learn to identify when it makes sense to use PPC advertising.

Dennis Colome is vice president, sales & marketing at eXtéresAUTO, the leading search asset management provider, combining the number one dealer-rated SEO and online reputation management solutions for dealerships. Colome started selling cars in 1976 and spent 14 years running his own dealership before consulting dealerships. He’s widely recognized as one of the country’s top dealership trainers and a pioneer in helping auto retailers adapt their businesses to meet the needs of the ever-evolving Internet customer. With nearly three decades of industry experience, his career spans positions at autobytel Inc., izmocars, Half a Car Group and Reynolds & Reynolds prior to joining eXtéresAUTO.

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Measured Marketing and your Dealership: Everything is Measurable!

This session will show you how to use technology to track and measure your traditional offline marketing campaigns and leverage the power of data and automation to improve your sales performance and convert more leads.

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Dealers who embrace rapidly evolving technologies reap the benefits of the measurable results they provide. But despite the ever-increasing role digital plays in your marketing mix, you probably haven’t abandoned traditional media altogether. And in the next few years as your digital spend continues to increase, chances are a significant portion of your marketing budget will still be allocated offline. So how do you connect the dots between the vehicles you sell and the marketing dollars you spend to get buyers in your showroom? And once you can track every lead you generate, how will you manage the leads who don’t buy immediately? Will you leave money on the table due to slow follow-up and lost opportunity? The same tracking and measuring technology that helps you paint a true ROI picture can also help you automate your lead processes and retarget your best leads when they’re in the market to purchase.

What action items will attendees take back to the dealerships?
1. Learn how to track and measure every marketing dollar you spend.
2. Learn how to use data analytics to improve the quality of your showroom traffic and sales performance.
3. Learn how to generate, nurture and convert more leads with relevant timing, content and CTA.

John Constantine is the vice president of sales at Tri-Auto Enterprises, an automotive measured marketing company in Indianapolis. He is responsible for developing and building the SaaS platform that provides dealers with data analytics and real-time campaign reporting to help them operate more effectively and increase their marketing ROI. Before his work at Tri-Auto, Constantine developed, implemented, and executed the growth of a leading company in the medical space where he focused on new service offering development, creating repeatable processes and integrating strategy into the long-term vision of the organization.

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Secrets to Successfully Selling to Today’s Online Car Shoppers

Who are they? How can you identify them? And how to successfully market to them.

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This workshop will take a look at today’s online car shoppers and how they are different considering the “post-recession” consumer. We’ll investigate the different segments of these shoppers and help provide indicators to identify who you are selling to. We will also teach you how to leverage online tools to gather information about consumers before they get to the dealership. This will enable you to effectively connect with them and create a unique buying experience. We will highlight the marketing secrets that brought Edmunds.com 18 million monthly unique impressions including successful SEO and SEM strategies, traffic evaluation, content building, and lead management. Edmunds is synonymous with consumer trust, so we will show you how to increase consumer confidence and utilize reviews. You will walk away from this workshop with new strategies and tactical practices to take back to your dealership to help you engage these consumers and sell more cars.

What action items will attendees take back to the dealerships?
1. Understand who today’s online car shoppers are.
2. Learn techniques to understand and identify today’s online car shoppers when they come onto your lot.
3. Learn how to use specific tools/methods to market to today’s online car shoppers

Mike Darrow heads dealer and sales initiatives as the chief sales officer for Edmunds.com. Darrow came to Edmunds.com in June 2000 after a 16-year career at Nissan North America. He left Nissan while serving as director of new vehicle sales support, having previously held a number of positions throughout the company. Darrow holds a BS from Allegheny College in Meadville, PA and has attended professional development courses at the prestigious University of Michigan Automotive Business School.

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Data Drives Customer Loyalty and Retention

Learn best practices to collect customer data and deliver relevant information through an “undeniable offer”designed to maintain customer relationships throughout the entire ownership cycle vs. only the shopping cycle

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In this workshop dealers will learn what their customers need to remain loyal to their dealership versus offering them the “best deal” based on price to earn and retain their business in sales and service. Today’s educated consumers seek information relevant to them and their ongoing ownership experience versus. simply researching their next vehicle purchase. We will share technology driven solutions and processes associated with automated targeted data base marketing with vin-specific in-equity and service alerts that provide efficient marketing tools that aren’t limited by facility, staff or budget. Bigger is no longer better as auto dealerships learn to leverage their greatest asset – their customer data base – to build their business. This session will level the playing field for those dealers that attend to compete in today’s consumer driven marketplace.

What action items will attendees take back to the dealerships?
1. Learn how to target in-market customers to maximize efficiency in the use of your staff and advertising dollars
2. Learn how to craft consumer centric messages and deliver relevant information that will develop sales and service opportunities
3. Learn how to manage your customer database while monitoring your staff’s efforts to maintain customer satisfaction, retention and loyalty

Scott Davis is the president of DrivingLoyalty.com and owner of Davis Ranch Incorporated. Davis, a graduate of the University of Iowa, has over 20 years experience in customer retention ranging from Philips Petroleum, to being the number one franchise owner for national restaurant chain Pizza Ranch, to owner of Bulldog Marketing Technologies, and now president and majority partner in DrivingLoyalty.com.

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Why You’re Not Closing More Sales

Data, analysis and recommendations direct from customers on why they didn’t buy from you.

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Every sales operation is always looking for ways to improve their sales rates. But it’s hard to do without actionable data in hand. We will share actual, exclusive 2012 CarsDirect customer survey data on why customers aren’t buying. This data has not yet been revealed publicly and aggregates thousands of survey responses from customers who submitted leads on CarsDirect.com to dealers and to CarsDirect’s in-house auto brokerage business. We will explore the latest buying trends, reasons customers aren’t buying, and how dealers can change their current processes to immediately improve their closing ratios. We’ll also explore lead sources and the content consumers see online prior to submitting their leads, and how to use this context to prepare to meet customer expectations and sell more cars.

What action items will attendees take back to the dealerships?
1. Learn the top reasons customers aren’t buying from the dealer that originally received their lead.
2. Obtain a better understanding of lead sources, the types of content customers are consuming before submitting leads, and how to use this information to better meet each customer’s differing needs.
3. Understand how to specifically improve current sales processes to better meet customer expectations and eliminate inefficiencies in lead management.

Todd Dearborn is vice president of sales, automotive for Internet brands, operators of CarsDirect. Dearborn has more than 14 years of online sales experience with a unique understanding of both the retail and wholesale sides of the automotive industry and how they relate to the Internet. In addition, he possesses more than 19 years of experience in the automotive industry, most recently having worked for ADESA in the online division OpenLane. He has worked in various executive-level roles within the automotive industry, including auto rental with Enterprise, online retail sales, lead generation, the online wholesale industry, as well as advertising/media sales.

 

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What to Inspect when you’re Expecting

What metrics to watch and how to utilize the data to maximize the opportunities inside your store.

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The Internet is growing inside your store. You can see it, feel it, and watch it getting bigger. Do you know how to measure your growth month to month? In this fun and informative session, Bill Playford and Katie Donovan will walk you through the metrics to focus on daily, weekly, and monthly. From reviewing and understanding the analytics of your online presence to tracking the performance of your Internet process and equity opportunities, they will share actionable information to help you monitor your store’s success and affect change. From the first alert of a lead inside your CRM system to the vehicle’s delivery, they will discuss what check-ups you should be making to ensure your Internet department is on the healthiest path.

What action items will attendees take back to the dealerships?
1. Understand what specific metrics to track on a daily, weekly and monthly basis.
2. How to utilize the data to make changes to budget, structure, and process
3. Hear how to structure check-ups of both their technology and their teams.
4. Learn what symptoms to watch for when growing their department and how to address these telltale signs with action based on the store’s measurements.

Kate Donovan is the CRO of Visible Customer. With years of experience at various family companies, including body shops and technology companies, she had an opportunity to head account management for a large Who’s Calling reseller. With proven success, Donovan moved to Seattle and developed account/sales support for Who’s Calling’s 200-plus field staff. Donovan left Who’s Calling in 2005 to start Visible Customer, a company focused on dealership data management, mining and dealer services. When Visible Customer sold in 2009, Donovan left to assist the growing VinSolutions with dealership marketing and training. In 2011, a unique opportunity developed, allowing Donovan to purchase back the assets of Visible Customer, and feeling passionate about the original mission, she returned to head up sales and service.

Bill Playford is vice president of DealerKnows Consulting. He brings a unique mix of dot com imagination, MBA strategy, and dealer practicality as he focuses on DealerKnows’ continuing product and curriculum development. Before joining DealerKnows, he served as director of retail operations for Trilogy’s SmartLeads program, playing an instrumental role in developing an OEM-adopted lead scoring program. Playford has spent more than 10 years implementing geographic and demographic targeting programs, and was among the first to launch an analytics program at the dealer level. A long-time e-commerce evangelist, he seeks to help bridge the gap between technology and dealer culture.

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PANEL: Five Things in Common Successful Internet Departments Share

Why some Internet departments continually outperform others: an examination of the inner workings of successful Internet dealerships and how to apply this knowledge to immediately improve performance of your own Internet department.

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When it comes to Internet leads, we all know the metrics we’re supposed to track and the best practices we’re supposed to follow. So why do some auto dealer Internet departments continually outperform others? The answer lies with the internal processes in place within the dealership, the type of management support required, the staff involved—and more. In this workshop, we’ll define the benchmarks of success, then share the results of a survey in which we’ll reveal the five things in common that the most successful Internet departments share. Finally, we’ll talk about how to implement these processes in your dealership to immediately improve performance. Targeted to Internet marketing personnel and the managers who oversee Internet departments.

What action items will attendees take back to the dealerships?
1. Understand the most important metrics to track in order to determine how successful your Internet Marketing department is.
2. Learn the five things in common that the most successful Internet departments share, as revealed from the results of our recent survey; including the processes and internal support necessary to maximize Internet profits.
3. Discover how to implement these processes in your dealership so you can immediately start seeing the benefits.

Phil DuPree is president of AutoUSA Internet Sales Solutions, which during his tenure has grown in revenue more than five times. He is also a vice president with AutoNation. In his current position with AutoUSA, DuPree has led the company through a repositioning and several product launches that have greatly expanded AutoUSA’s role in the industry. Previous to assuming his leadership role with AutoUSA, DuPree successfully ran the e-commerce division at AutoNation for several years.

Joshua Vajda is director of inside sales for AutoUSA. He oversees inside sales and account management functions. Previously, he held management positions with AutoNation, where he led the auto retailer’s efforts in training and development, customer satisfaction and sales operations. A recognized industry expert on Internet sales best practices, he is a regular featured contributor in industry publications, including Dealer magazine and Automotive Digital Marketing. Vajda holds a B.S. in Business Management and Marketing from Cornell University, and is passionate about community involvement. He is an active board member of the Leadership Broward Foundation and Riverwalk Trust.

Greg Coleman, director of business development and e-commerce director, Oxmoor Auto Group, has been in the automotive industry for nearly 10 years, with a focus on Internet/marketing and BDC operations. In 2011 Coleman led the five-store Oxmoor Automotive Group to sell 4,088 Internet units. He has a master’s in business administration with a concentration in marketing and economics. He has managed several large BDC operations, and has a wide variety of managerial experience from phone center business development centers to cradle-to-grave Internet sales teams.

Justin Brun, e-commerce manager, Acton Toyota of Littleton, is responsible for the management and direction of Acton Toyota’s online marketing strategy and presence. He has grown Acton Toyota’s digital footprint with two separately themed websites; one dedicated to service and the other focusing on Genuine Toyota ExtraCare Vehicle Service Agreements (VSAs), the success of which has contributed to Acton Toyota’s number two national ranking as a Toyota VSA retailer.

Richard Tolsma, Internet manager, has been with Dan Wiebold Ford for more than nine years, starting in the detail department, moving up to reconditioning manager, and then becoming Internet manager three years ago. Originally a one-person operation selling five to twelve units per month, Dan Wiebold Ford’s Internet department has grown under Tolsma’s direction. In addition to Tolsma, the department now has five salespeople, an assistant, part-time photographer and is selling 50+ units per month.

Dennis Colome, vice president of Sales & Marketing, eXtéresAUTO, is widely recognized as one of the country’s top dealership trainers and a pioneer in helping auto retailers adapt their businesses to meet the needs of the ever-evolving Internet customer. He began his career selling cars in 1976 and spent 14 years running his own dealership before consulting dealerships. His nearly three decades of industry experience includes positions with Autobytel Inc., Izmocars, Half a Car Group and Reynolds & Reynolds.

Raynard M. Fenster, president/CEO, RayFenster.com LLC, has several decades experience in developing innovative e-commerce solutions for quality organizations, and has pioneered cutting edge applications for vendors and OEMs such as ImagicLabs, AVV, Autobase, Reynolds, ADP, Dealerskins, Blackbook, Carfax, eBay, AULtec, Autobytel, Ford, Lexus, and Saturn. He was one of the first Internet professionals that moved e-commerce into fixed operations and social media. Fenster continues to coach and train personnel and has provided training to many of the top Internet managers and directors in the country, both one on one and through his workshops at industry events.

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Differentiate your Dealership to Win!

Share the picture of your dealership consumers need to engage

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Why do so few unique visitors to your dealership’s website convert? A recent Google auto study showed that 97% of consumers who visit a dealer website bounce. No e-mail, phone call, or floor traffic. Why? It is not because they lack information on product or price! What’s missing is insight and information into what happens if they visit your dealership. Has the sales process improved? Is it more transparent, easier to understand? Who will help them with their purchase? Do they have to argue and fight for hours negotiating? What should they do to prepare? What can they expect if they buy or lease from you? The time has come to share the simple information that will increase sales, profits, and loyalty.

What action items will attendees take back to the dealerships?
1. Understand how consumers actually research and shop for vehicles today.
2. Find out exactly what consumers’ need from your web site.
3. Enable Facebook to deliver testimonials, protect your reputation, and increase loyalty.
4. Start to measure customer lifetime value (CLV).

Jim Dykstra has 25-plus years of leadership in automotive, finance, and marketing. Dykstra began his career as sales manager with Key Royal Automotive, moved to the manufacturer with Cadillac in district sales and then marketing manager before joining GMAC as special liaison/branch manager in Northern California. As the Internet revolution began he joined former client Dale Pollak at Worldmark to spearhead the launch of cars.com. Dykstra led cars.com’s national launch training, initial sales, and digital marketing workshops for dealers in support of 100+ cars.com newspaper affiliates. He continues to share insight and innovation with manufacturers, media companies, and dealer partners.

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Live Chat: What you Need to Know to get it Done Right

Everything you need to know about choosing the appropriate level of service for your dealership

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Live chat on dealer websites is a constant industry topic and the value of live chat is no longer in question. However, with all of the different levels of chat services available, it is no easy feat to figure out which service is right for your dealership. With numerous vendors providing self-managed, partially managed and fully managed chat, the choices can be confusing, to say the least. The right answer for one dealership may not be the best for another. How do you effectively allocate your staff? What are the best processes needed to make chat successful? What is the ROI? Is chat only beneficial to the sales departments? This educational session will answer all of those questions and more. An overview will be given of each level of live chat services available, and the strengths and weaknesses. We will also review the best practices of chat for those who have already implemented a chat service. You can expect an unbiased view of the three types of services available so dealership personnel can make an educated decision about which level of chat service is best for your dealership.

What action items will attendees take back to the dealerships?
1. Learn exactly what live chat is and how effective it can be
2. Find out which type of live chat service is right for your store.
3. Hear information regarding staffing and best practices for live chat.
4. Learn about the pitfalls of live chat.
5. Learn how live chat impacts all dealership departments.

Ralph D. Ebersole is a regional director of sales for ActivEngage. As a recognized automotive digital thought leader, he brings more than 30 years of automotive industry experience, consulting and training expertise. In his role as director of training at cars.com, he was responsible for leading the organization’s dealer training program nationally. Combining his in-depth understanding of the automotive Internet consumer with years of dealership training experience, he has taught sales personnel the fundamentals of the Internet and follow up processes once the consumer makes contact with the dealership. In markets across the country, Ebersole has also consulted in-dealership with thousands of sales representatives to optimize traffic and drive more sales.

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Where are your Website Leads Originating? The Data Behind the Truth

Measuring the indirect effect of your online advertising is critical in analyzing the returns on your ad spend, and by knowing the originating source of your traffic and leads, it is possible to save money and increase leads.

 

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Tracking the return on ad spend has always been a challenge for dealers for both online and traditional campaigns. For instance, although Google is the primary source of direct traffic to a dealer’s website, almost 70% of these shoppers are using your dealership name to find you. Therefore, knowing where the awareness of your dealership and vehicles was originally created is critical to determining which sources of advertising are driving people to Google to find you by name. By identifying this indirect attribution of your advertising, it is possible to reallocate ad dollars to the most effective sources, thereby lowering ad spend and increasing leads. It is imperative that dealers know where to spend ad dollars to obtain the highest possible return, although very few shoppers come directly to your website from these third-party ad sources and technology now allows us to uncover where shoppers were prior to using search engines to find you by name.

What action items will attendees take back to the dealerships?
1. Know what traffic sources actually have high lead generation: quality vs. quantity traffic
2. Understand the formula behind successful SEM and PPC campaigns
3. Learn how to analyze your lead sources by using metrics other than counting the number of leads
4. Find out how does traditional advertising affects online shopping

Jason Ezell is president and co-founder of Dataium LLC, the largest aggregator of auto shopper behavior data in the industry. Ezell has almost 25 years experience in the automotive industry, and managed dealerships for over eight years before being invited to join AutoTrader.com’s first sales team after its inception in 1998/99. Ezell then co-founded Dataium LLC, one of the most unique and respected website companies in the industry. As a member of JD Power’s Internet Round Table, a NADA 20 group speaker and a Digital Dealer Conference speaker, he is well known as an expert in the automotive Internet arena for his statistical approach to analyzing user data to better understand how to sell cars on the Internet.

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Turbocharging your New Car Sales

Gain market share, win consumer engagement and sell more new cars by differentiating your dealership’s brand and reputation online

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Sales of new vehicles are rebounding, but growth in mobile technology and consumer-generated content have completely changed how car buyers shop. This is particularly true of new car shoppers, who often have many choices when deciding where to buy. In this workshop, Cars.com Dealer Training Manager Laurie Foster shares actionable strategies for reaching new car consumers the way they want to be reached, as well as how dealers can leverage their brand and reputation to differentiate their stores and win more business.

What action items will attendees take back to the dealerships?
1. Gain insights into new car shopper behavior and understand how decision-making criteria for new differs from used/certified
2. Build a game plan for leveraging the dealership brand’s value story and reputation to drive more sales
3. Learn how to get more mileage out of OEM, third-party and local dealer association marketing investments
4. Track and analyze performance to drive process improvement and optimize ROI

Laurie Foster brings nearly 15 years of experience to her role as dealer training manager at Cars.com, where she has developed customized training programs for dealers, OEM representatives and other automotive industry professionals. Focused on sales training, process improvement and profitability, Foster has been a requested guest speaker at national dealer group events, trainings sponsored by Toyota, General Motors, Ford and Volkswagen among other manufacturers, as well as industry conference workshops, including Digital Dealer 12. Prior to joining Cars.com, Foster served in training and senior sales management roles for dealerships and dealer groups in Chicago, Boston and Michigan.

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Stop Drowning in Data: The Metrics that Matter

Learn how to get more performance out of your existing marketing tools by monitoring the right metrics, and learning how to impact those metrics to drive more sales.

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If you’re attending Digital Dealer, it’s clear that you have embraced the Internet – you recognize the Internet as an important source for attracting new customers and keeping existing ones. You are using a variety of tools to drive leads and sales via the Internet. But you’re asking yourself two things: How do I use the mountains of data and reports to learn about what I’m doing and then improve upon it? How do I get more out of what I’m doing? In this session, Gibbs be teaching you what metrics to focus on to get more sales out of your digital marketing. She will define the KPIs (Key Performance Indicators) that you need to monitor and we will discuss what data is actionable and what is just noise that you can ignore. We will also discuss how to use these metrics to make changes that can drive more sales to your dealership.

What action items will attendees take back to the dealerships?
1. Define Key Performance Indicators (KPIs) for overall Internet sales.
2. Define KPIs for each Internet marketing tool (e.g., website leads, social media).
3. Differentiate between noise and actionable data.
4. Arm dealers with tools to use and actions to take that will impact Internet leads and sales.

Vickie Gibbs is currently the GM for Albright Digital, which is focused on helping auto dealers drive more sales from digital. She brings over 20 years of experience in technology, including over 12 years with e-commerce, analytics, mobile, and Internet marketing. Prior to launching Albright Digital in October 2011, Gibbs worked for Viacom, where she led a variety of initiatives in mobile, analytics, and video across various brands (e.g., MTV, Nick, ComedyCentral). Before Viacom, she worked in a variety of high-tech companies (e.g., Art.com, Motricity) where she led teams in product, marketing, and client services. She started her career at Mitsubishi, where she worked as a design engineer and received four patents. Gibbs received her BSE in Electrical Engineering from Duke University, and her MBA (Dean’s Scholar) from the Kenan-Flagler Business School at UNC Chapel Hill.

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The Importance of SEO/SEM Integration

Strategies and examples on the importance of consolidating SEO, SEM and other digital marketing campaigns for the most effective outcome

 

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During this session, Terrence Gordon will be sharing his expertise on the significance of consolidating search engine optimization and paid search campaign strategies, and why it makes sense to leverage one vendor to accomplish one goal. It is the goal of any dealership to drive as much traffic to their website at the lowest possible cost, and Gordon will show you why SEO and SEM data should be shared and optimized together in efforts to maximize return on investment. Dealers who are forward-thinkers and tired of the same “META TAG” pitch should attend this innovative session and put themselves ahead of their competition.

Terrence Gordon leads Dealer Track eCarList’s Search & Media division, which serves as a boutique online marketing agency for eCarList website clients. With over 14 years in internet marketing, online advertising sales, search engine marketing, and entrepreneurial accomplishments, he has helped grow revenue for organizations such as Village Voice Media, Sony Pictures Entertainment, CareerBuilder.com, and Business.com. Prior to joining eCarList Terrence founded a successful, full-service interactive agency in Los Angeles in 2004 helping clients such as StubHub, AT&T and LiveNation achieve success in search engine marketing. He went on to spin off an automotive division as one of the first agencies to bring SEO, SEM and digital marketing to franchise dealers, large dealer groups and OEMs.

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Work Smarter, Not Harder

Improve retail success through market research and the right mix of inventory channels

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The maxim “work smarter, not harder” rings true now more than ever. Sourcing inventory can be challenging in a unit-scarce and financially-tight market. But fortunately, there are more ways to get the right vehicles than ever before. Take advantage of all available inventory channels to get the best prices and match the needs of retail buyers. Learn how to use options like dealer to dealer sales, online and virtual auctions, as well as the traditional auction lanes themselves, and discover the right mix for three different dealer profiles: franchised single-line, independent multi-line, and specialty dealer. Equally important is making sure you are using sales collateral and other digital tools to meet customer needs and address their concerns. Learn to use guerilla research techniques to uncover inadvertent barriers in your sales materials and track customer interaction and feedback with simple and affordable techniques.

What action items will attendees take back to the dealerships?
1. Learn which integrated inventory management systems, customer relations management practices, and financial tools dealers should use
2. Identify the optimal mix of inventory for three different dealer profiles: franchised single-line, independent multi-line, and specialty
3. Uncover and remove barriers in sales collateral and digital tools

Chris Hill is a customer relations manager for Manheim. He works to cultivate superior customer relationships that result in high account retention, advance online engagement and strengthen strategic partnerships. Hill’s chief task is to facilitate nationwide workshops through The Wholesale Institute. Since February 2010, he has led more than 80 workshops for more than 2,000 customers, contributing to almost 15,000 online transactions. Hill first joined Manheim in 2008 and has held multiple roles, including best practices specialist and buyer coordinator for the Southeast region. In these roles, he focused on employee orientation and development.

Laura R. Hunnicutt is the director of user experience with Manheim. Hunnicutt collaborates with the product management and development teams to build customer loyalty through user interface design and content. She also works to implement market research. Before joining Manheim in June 2011, Hunnicutt improved the style, interactivity and cross-platform functionality for the Weather Channel’s website and mobile media. She spent 17 years with Delta Air Lines, the last eight of which were focused on driving the user experience of Delta’s customer-focused digital offering (e.g., delta.com, kiosk) in the rapidly changing e-commerce climate.

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The State of Online Leads and Best Practices to Close More Online Leads

Hear survey results from thousands of dealers on the state of leads and learn best practices from the best dealers in the business

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In this interactive session you will hear from two of the top experts in online leads and auto finance. Lana Johnson and Will Stacy from RoadLoans.com will share the results of an exhaustive research project on the state of online auto leads. The research includes industry results from a detailed study. Study questions cover lead quality, quantity of leads bought, data on leads who buy a car, average credit quality, areas of opportunities for lead providers and much more. In addition to the survey results Stacy and Johnson will present “best practices for closing online leads” from one of the largest dealer groups in the nation.

What do certain dealers do to make their lead closure so high? What skills and employees close the most online leads? What inventory is required? How does lead source play into the equation?

Lastly, they will make the case for pre-approved online leads from sources like RoadLoans.com, versus traditional online leads. They will also explain how relationships with powerhouses like AutoTrader.com, Cars.com and Kelley Blue Book impact the quality of leads that dealers receive.

What action items will attendees take back to the dealerships?
1. Discover opportunities to benchmark your dealership against the results of an industry-wide study covering online leads
2. Learn best practices from a national dealer group who closes thousands of leads per year
3. Discover the difference between leads and “pre-approved” leads

Lana Johnson is the senior vice president of originations for RoadLoans.com/Santander Consumer USA. Johnson provides leadership and strategic direction for various loan origination channels including RoadLoans.com, CarMax and various lending relationships. She assists with the identification, development and implementation of Santander Consumer USA’s originations strategy with a focus on web-based, customer-facing technologies. Johnson joined Santander Consumer USA in February 2009 after serving as vice president, business development and marketing for CitiFinancial Auto. In her 17 years in the auto finance industry, she managed various aspects within originations including direct, indirect, online and offline product channels and has led credit, funding, sales and marketing functions. Johnson earned a bachelor’s degree in accounting and finance from Stephen F. Austin State University and has attended management courses at Kellogg School of Management.

Will Stacy IV is the vice president of marketing at RoadLoans.com/Santander Consumer USA. He leads the online and offline marketing efforts for the company including all web, e-mail, SEO, PPC and social media for RoadLoans.com. He has an extensive background in all things online and interactive marketing and has worked at Santander for more than five years. Before joining Santander, Stacy led the interactive marketing efforts for the Dallas Mavericks. He earned a bachelor’s degree in radio, television, and film from the University of North Texas and is a frequent keynote speaker on interactive marketing.

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Data Do’s and Don’t's

How to maximize your dealership’s most valuable asset to sell and service more vehicles and increase service retention

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If a hailstorm was coming, most dealers would take steps to protect their inventory from damage. If a vehicle on the dealership lot got splashed with mud, most dealers would wash it to make sure their inventory showed well. Yet too many dealers fail to protect or maximize their dealership’s most valuable asset – the customer database. Dealers spend money to increase website traffic and to buy leads, but often don’t consider the cost of customers opting out of receiving communications from the dealership and don’t fully tap into the potential value that lives in their database. This session combines the perspectives of two different disciplines – technology and marketing – to provide tips for understanding, measuring and maximizing the gold mine every dealership possesses. Kristen Judd and Chad Smith will illustrate the potential cost of exploiting or exhausting your database, explain the importance of benchmarking and understanding analytics, and prove actionable tips for maximizing customer data to sell and service more cars every month and retain more customers throughout the course of the customer-vehicle lifecycle.

What action items will attendees take back to the dealerships?
1. Understand the potential consequences of not using your database responsibly and respectfully
2. Identify key dealership marketing and performance metrics to benchmark and measure against to evaluate the success of different marketing initiatives
3.Take away actionable tips for better utilizing customer data to sell more cars and service each month

Kristen Judd is the president and co-founder of 3 Birds Marketing, a content and data-driven integrated marketing software and solutions provider. Before founding 3 Birds, Judd spent 15 years working as a criminal defense and civil rights attorney in California, first at the law office of legendary defense attorney, J. Tony Serra, and then in her own firm. The communication skills, extensive research, results oriented approach and commitment to excellence Judd honed as a lawyer that enabled her to make compelling arguments on behalf of her clients and achieve outstanding results, have been carried over to the way work is done and clients are served at 3 Birds. Developing and using data to create relevant marketing messages and offers that maximize returns for clients fits squarely into Judd’s wheelhouse. She has presented at previous Digital Dealer Conferences, industry events and for large automobile dealership groups. She has earned praise from clients and industry insiders for her energy, creativity and the fresh ideas she brings to the industry. She is recognized as an emerging voice on digital marketing, customer retention, online reputation and reviews, and social media in the automotive space.

Chad Smith is the chief technology officer at 3 Birds Marketing. He brought more than a decade of successful global IT consulting and engineering experience with him when he joined the company in July 2010. Smith’s approach to technology and software solutions is deeply rooted in data. He spent eight years with Acxiom as a developer, analyst, architect, and manager in the United States, Europe and Asia providing expertise in database solutions and developing customized technology applications for Fortune 1000 clients. Smith has applied his data expertise to customer marketing by working with customer relationship management technology to increase client revenue through data-driven digital marketing and direct mail campaigns. What does this all mean? He knows how to structure, capture, develop and leverage data to develop marketing applications and initiatives that save and make money for businesses and his enthusiasm about the power of data is positively infectious.

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How to Leverage Rebates

Communication is key

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Incentives and rebates are one of the top receivables in many dealerships – make sure you are taking full advantage of them AND make sure you are keeping the money the factory provides! In this workshop you will learn the best practices of how to leverage rebates regarding: your website, the desking process and your sales team. Prove to prospects that your dealership staff members are experts with incentives and the desking process and learn some insights that can help to save deals. In addition, you will learn how to communicate offers with your sales team, reduce rejects and avoid costly audits! Know the rules for success!

What action items will attendees take back to the dealerships?
1. Understand the three best practices of using rebates on your dealer website.
2. Communicate incentive and rebate programs effectively with your dealership.
3. Understand the shortcomings of factory VIN Incentive lookup systems.
4. See examples of how to effectively use rebates in three desking solutions.
5. Receive tips for the office staff – how to get paid and stay paid.

Greg Kelly came to AIS from General Motors in 2007 and has over 13 years of direct experience relating to incentives and rebates. During his GM career he championed the first incentive management system that is still used today. He was also responsible for deployment of the first dealership “vin look-up” system. Kelly has the unique experience of an automotive executive involved with entire process of incentive management including costing, development and, communication. His experience working for both GM and AIS provides a unique prospective that helps create ways to help the dealers help themselves along the selling process. Overall, he has 30 years in the car business and is adept at combining his manufacturer knowledge to his previous experience: serving dealers as an executive of a Credit Life/Service Contract Company and also with GMAC.

Troy Ontko is president and founder of AIS Rebates. Even though he has owned and operated his company for 15 years, he still considers himself a car guy. Ontko has extensive experience working in various sales roles in several dealerships. As a salesperson he studied, created, and refined selling techniques. He realized how to work the incentive angle to sell vehicles, advertise and order as well. Over time, manufacturers have become more strategic in their go-to market strategies and in doing so have created significant complexities with how incentives can actually be used. Ontko has devoted his career to helping the dealership sales staff understand how to maximize their sales effective by leveraging factory incentive and rebate programs. He is intimately aware how dealerships work and how different departments interact. He is known as a true expert in the area of rebates and incentive programs.

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Your Phones and your Financial Statement – Defining the Relationship

Learn to measure and correct the top 10 profit leaks in your phone process

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We will bring focus on the importance of the phone mechanics in the automotive market as our call count increases, and the market brings demands of better processes. There exists a true opportunity for differentiation for those of us that respond to these demands by creating a “caller’s journey” that exceeds the outcry for improvement.

What action items will attendees take back to the dealerships?
1. Find out what are the biggest profit leaks in your system
2. Learn whatthe most successful dealers have put in to place to solve these profit leaks
3. Learn what impact your service caller’s journey is having on your sales retention and vice versa
4. Find out if you can improve your appointments set, show, and buy…before you require focus on phone skill training

Chip King spent his career in automotive retailing from 1977 to 2008. Holding every position in variable operations, including general manager and dealer principal, King has had a special focus on the “customer experience” throughout. CallRevu was born in 2006 to manage the age-old and biggest profit leak in the retail business – the phone. CallRevu has since grown to a staff of over 250, and serves dealerships across the U.S.

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Closing Sales with Today’s More Informed Buyers

Deliver more units to your hottest prospects

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Consumer confidence is up and banks are lending. Now it’s time to tap into more sales to your hottest prospects; the customer on your lot today. We know today’s customers who are on your lot are more informed and ready to purchase now. In fact, the majority of your customers are more prepared to buy than the majority of your salespeople are to sell, close and negotiate effectively to deliver another unit. Your takeaway in this workshop will be a clear and concise selling and closing process you will use to deliver more units, lower your advertising expenses, and maximize your gross profit on every unit you sell.

What action items will attendees take back to the dealerships?
1. Understand the net profit potential you have with your hottest prospects
2. Identify and eliminate common mistakes your salespeople make at selling and closing
3. Implement a selling and closing process to deliver more units to your hottest prospects
4. Understand how to turn 60% of your gross into pure net profit


Tim Kintz
began his career in the automobile business in 1990. He started in sales, moved to F&I then sales management, and was the general manager for a large dealer group. A graduate of the NADA Dealer Academy, Kintz joined the Joe Verde Group in 2000. He now trains dealers, managers and salespeople on professional management and sales selling skills at all the Joe Verde Workshops throughout North America. He has spoken at NADA’s Annual Convention, RVDA, ADA, IADA, 20 group and other industry events.

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Move Away from Managing Software and Back to Selling Cars: A Perspective on Cloud Computing

How dealerships can integrate cloud computing and improve efficiencies

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Businesses of all sizes are moving to the cloud, but what does this really mean? Andy Lapin, chief architect for Kelley Blue Book’s top-rated website www.kbb.com, will provide an inside look at how dealerships can utilize cloud computing and create more efficient business processes. Dealers are faced with the enormous pressure to increase sales, and with the addition of cloud technology, they won’t be summoned to the added stress of computers crashing and losing valuable customer data. Lapin will share how cloud computing allows dealerships to manage and support their business, meet user demand and control costs. Dealers will walk away with information on how they can manage email, vehicle marketing, inventory, customer management systems, service reminders and more with cloud computing technology. Furthermore, by utilizing the cloud, dealers can develop insights to their customers and capture data to properly stock inventory, increase sales and generate repeat business.

What action items will attendees take back to the dealerships?
1. Learn how cloud computing can be utilized at dealerships to create operating efficiencies and increase sales opportunities.
2. Understand how cloud computing will effectively and efficiently help daily business processes: email, inventory, customer management system and more.
3. Determine insights that can be gleaned from customer data within the cloud in order to properly stock inventory.

Andy Lapin is chief architect for Kelley Blue Book’s kbb.com. Lapin is charged with overseeing all product architecture for the company. In this role, Lapin takes the responsibility of leading technical research and development, as well as managing Kelley Blue Book’s architecture team, and vendor and partner relationships. Lapin also creates company development standards, and specializes in building and creating large scale web applications using emerging technology. Lapin is a leader and innovator of cloud computing at Kelley Blue Book. Prior to his position as chief architect, Lapin was a solutions architect, updating kbb.com platform technology.

 

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How to Choose the Right CRM

Tips and tricks for better decision making

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Who knows your dealership better: you or the OEM? As dealers we get pressure from the OEMs to purchase CRM solutions that they choose. But when it comes to selecting the right technology to solve your problems with Internet lead management and customer follow up, dealers need to be empowered to make better decisions. I believe that making an honest evaluation of your staff, your sales process, and of the problems you are trying to solve is the first and most important step in implementing a CRM solution. Don’t just follow the sheep to pasture. In this fun and eye opening session, you will learn the good, the bad and the ugly about CRMs, and the key steps you must take to ensure you are making the right decision!

What action items will attendees take back to the dealerships?
1. Learn how to determine the individual competencies (and deficiencies) of your sales staff, and why this is the most important first step in choosing a CRM solution that best fits your dealership.
2. Learn how to turn weaknesses in your staff into strengths.
3. Understand how the right CRM will empower your salespeople, not restrict them.

Howard Leavitt is the founder of AutoRaptor CRM. With over 40 years of experience and with a strong reputation as one of the most accomplished retail managers on the U.S. automotive scene, he is dedicated to sharing his knowledge and leadership experience to help dealers down the path of success.

 

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Video SEO and Video Pre-roll: Completing the Loop with a Push and Pull Online Video Marketing Strategy

How to use video SEO to engage with car buyers actively searching on the web, and how video pre-roll can build brand awareness and purchase intent on the web, which both generate more visibility to your dealership website

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Video is the number one format (Google’s 2011 Automotive Shopper Study) to connect with car buyers in today’s market. This session will review a pull (search engine) strategy on techniques and tips on how to make your videos appear on page one of the search engines using video SEO, so that your web presence is maximized on sites like Google, Yahoo, and Bing. Also, we will review a push (online “targeted TV”) strategy, called “video pre-roll”, and how it can help build exposure for your dealership during the average 21 hours of time that an average car buyer spends watching online video each month on their favorite popular national websites.

What action items will attendees take back to the dealerships?
1. Learn to properly keyword tag videos
2. Learn about video pre-roll overview and processes
3. Find out about the do’s and don’ts of video SEO
4. Review of video pre-roll’s impact on local car buyers
5. Gain video content ideas and applications for search marketing

AJ LeBlanc is the managing partner of Car-mercial.com, a digital marketing company that created a proprietary software platform that leads the automotive industry in video SEO. LeBlanc is a frequent contributor to numerous national automotive industry publications and is a leading conference workshop presenter for online video marketing topics.

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The New ‘Laydowns’ – Turning Customers into Repeat Buyers

Generate dozens of additional high-grossing deals every month through the most cost-effective, proven and easy-to-learn method available

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In this workshop, former megadealer VP Allen Levenson will show you in a very simple, hands-on manner the secrets top dealers are using to generate genuine leads that increase sales, market share, and customer retention by targeting their marketing efforts toward in-market prospects who are able to buy a new vehicle today. Specifically, he will show you how to use equity marketing—when used correctly, the most successful and fastest growing marketing method in our industry today—to move the metal and beat your competition. Levenson will teach you the right way to leverage direct mail, e-mail, phone appointment setting, and even selling vehicles to in-equity customers while they’re on your service drive. Additionally, he’ll show how to use vehicle valuation data to conquest your competitors’ customers who live in your market and who drive your make(s).

What action items will attendees take back to the dealerships?
1. Learn how to mine your customer database to identify your customers who are most likely to buy a new or newer vehicle.
2. Learn how to develop the perfect, personalized message for each of these customers.
3. Learn how to target these high potential customers with the perfect message through direct mail, e-mail, phone and on the service drive.
4. Learn the most cost effective, easiest means available to grow market share, increase customer retention and add 10-30 incremental sales each month.

Allen Levenson heads sales and marketing for Prospect Vision, an 11-year old company that helps hundreds of dealerships—including AutoNation, Penske and many others large and small—increase sales dramatically by mining their customer database and targeting customers based on the equity in their current vehicle. Prior to Prospect Vision, Levenson spent eight years as VP sales & marketing of Asbury Automotive Group, a publicly-traded dealer group with over 120 franchises. Previously, he was founder of a leading business-to-consumer e-commerce site and a consultant with McKinsey and Bain & Company. Levenson has an MBA in marketing from Wharton Business School and a BA from Tufts University.

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The Secrets of Inspirational Selling

Learn how to increase sales by being unique from the other salespeople the customer will encounter in their shopping process

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In this session the participants will first be exposed to some “old school” sales processes that so many dealerships follow today, yet only produce minimal results. Then a new process titled, “Inspirational Selling”, will be shared. This concept has been designed to make the sales process more enjoyable and less threatening for the customer, and easier for the salesperson to achieve a sale. This is accomplished by making the salesperson unique, different and more inspiring to the customer than their competitors. As part of this workshop, Lewis will share his famous Mercedes-Benz story, which has become internationally recognized as a sales process that is loved by both the customer and salespeople, and effective in increasing units and grosses. Whether you are a dealer, GM, sales manager, F&I manager, Internet manager or salesperson, this concept and workshop will teach you how to increase your sales and grosses.

What action items will attendees take back to the dealerships?
1. Identify the areas within their organization that need to be changed or enhanced.
2. Learn to logically examine each and every area of their sales process and then implement the needed enhancements
3. Learn new skills for making Inspirational Presentations.

David Lewis is the president of David Lewis & Associates (DLA), which is located in Melbourne, Florida. Since 1986 Lewis has been training dealers, general managers, sales managers, F&I managers and salespeople on the “Art of Inspirational Selling”. His unique ideas have helped thousands of dealerships nationwide achieve their sales and management goals. In 2007 Lewis shared his ideas in a book titled, “The Secrets of Inspirational Selling”, which gained immediate popularity. He started his career in 1979 selling cars for a local Chevrolet dealership in Lawrence, MA. As an F&I trainer in the ’80s he created the initial concept for presenting F&I products, which developed into what is now known as menu selling. In the late ’90s he developed the Auto Systems suite of software, which includes modules for CRM, desking, F&I and secondary finance. Over the last 10 years he has focused on providing dealerships with sales and management training based on his Inspirational Selling concept. Lewis was rated as one of the top five speakers at the 2012 NADA Convention.

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The Mobile App Revolution: How you Can Use it to Increase Customer Loyalty, Retention and Profits

Learn the impact that mobile apps can have on your dealership now and a glimpse at what it will do in the future

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Learn why dealerships are finding it a lot easier to give the customer a free app that they can use on their mobile phones than it was trying to obtain e-mail addresses a few years ago. The good news is that the phone is always with the customer and the read rates of messages delivered to the phone are dramatically higher than through e-mail. You will also get a detailed view of how progressive dealers are using mobile apps as a powerful retention tool to retain their current customers. Enterprising dealers are finding the app helps to improve the customer ownership experience, satisfaction, and loyalty by delivering service reminders, recall notices, owner’s manuals, and specials that bring the customer in more often for service, repeat sales, and referrals. Dealers will see how to connect and communicate with their customers in a way they have never done before.

What action items will attendees take back to the dealerships?
1. Dealers will see exactly how apps act as a complement to their existing tools (i.e. mobile website, social media, CRM, etc.)
2. Receive a glimpse at what apps will look like in the future.
3. Learn why apps should represent the entire dealership and how the future of apps should focus on customer retention and service
4. Dealers will see ways in which their mobile app will give them a competitive edge over other dealerships in their area. 5. Dealers will receive a concise picture of why apps are a necessity for their business.

With over 18 years of experience in information technology focused in the auto industry, Ed Louis, CEO of DealerApp Vantage has developed leadership, technical and interpersonal skills that make him an integral part of the firm’s quick early growth and cultural development. Louis has a very extensive background with approximately 18 years of automotive experience, which spans many areas in the dealership. His understanding of automotive, mixed with his mild tempered demeanor and candid business practice has proven to be a tremendous asset to DealerApp Vantage LLC’s success.

Garland Webb, president of DealerApp Vantage brings close to 14 years of experience in marketing/sales in business, taking his previous venture from $0 to a million dollars in sales, consistently hitting that number for the past five years. His experience spans from accounting to auditing, marketing to sales. He’s a documented leader plus a national authority/speaker on various areas in business. He brings to the table his well rounded experience and business acumen. Webb’s high energetic style plus his passion for technology was key to record-breaking success with DealerApp Vantage LLC.

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Measure what Matters, Results-based Digital Marketing

Contrary to popular opinion, clicks, impressions and web traffic are not measures of success; the results that matter are quality e-leads and phone calls that increase sales opportunities

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The growing relationship between digital marketing and successful businesses is discussed more and more as the marketing and automotive industries move further way from “traditional” business models and approaches. Unfortunately, knowing just how to break into and successfully navigate the digital sphere can be a confusing and sometimes frightening hurdle that prevents some businesses from embarking on the digital journey. For others, it causes confusion that leads to poor strategies. In this session Andrew Lovasz will explain digital marketing, the best ways for your company to engage, and how to identify where in the digital marketing sphere your company belongs, based on its size, current and prospective customer base and, most importantly, your bottom line. More specifically, he will share digital marketing strategies that drive the highest e-lead and phone call conversions and how to optimize these strategies to increase ROI and impact a 30-day selling cycle.

What action items will attendees take back to the dealerships?
1. How (and how often) you should monitor and measure your digital marketing presence for best results
2. How to know which digital marketing strategies makes the most sense for your business
3. How to optimize e-lead and phone call conversions for best ROI

Andrew Lovasz is vice president of digital marketing for Search Optics, responsible for SEM, SEO, display, site submission and analytics for the automotive dealer industry. Previously, Lovasz was executive director of search marketing for Organic, where he built a global network for Hilton Worldwide. He also was vice president of search marketing for Moxie Interactive in Atlanta, Georgia, where he launched the Droid, Blackberry Storm and Tour phones for Verizon Wireless, and has led award-winning work for 20th Century Fox and Nestle. He earned a bachelor’s degree from the University of Michigan and attended Wayne State University Law School.

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The Seven Needs of Online Buyers

The new mobile-social online buyers are very different from yesterday’s buyers. Learn how they think in this session.

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Today’s automotive buyers have very different needs from yesterday’s buyers. They’re more mobile and social than ever before, and are therefore very connected, very skeptical and have very short attention spans. At the core, they require privacy, honesty, consultancy, clarity, transparency, personality, and reality. You don’t need to completely abandon all of your old techniques, but you do need to make changes in order to adapt. There’s a careful balance between old school methods and new school tactics that must be used in conjunction to best serve today’s automotive buyers. As an online marketplace that facilitates communication between dealers and buyers, CarWoo! is in a unique position to analyze the hundreds of thousands of engagements that have occurred inside our platform. I look forward to sharing our findings with you.

What action items will attendees take back to the dealerships?
1. Understand the seven needs of today’s online buyers.
2. Learn how to meet each of these needs more effectively.
3. How to best utilize these psychological needs to sell more cars.

Tommy McClung is the co-founder and CEO of CarWoo! He led the company through Y Combinator (S09) and over $12M in funding (including InterWest, Comcast Ventures, and Blumberg). Over 13,000 car dealers and hundreds of thousands of consumers have engaged with each other in the CarWoo! MarketPlace. CarWoo! has been featured on The View, TechCrunch, NY Times, Today Show, CNN, and more. Prior to CarWoo!, McClung was a co-founder at IMSafer. He has a B.S. in Computer Engineering from Oregon State University.

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Rev Up Your Internet Advertising ROI

How to pick a top-performing Internet SEM/display advertising partner

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Traditional forms of advertising like print, direct mail and radio/TV broadcasting do not yield the same results for the investment as they once did, due largely to the explosion of digital media and online search and display advertising. Deciding to rethink your marketing mix and placing a greater focus on your web presence is a first step. Far more important is how you choose to implement an online marketing strategy. Since we know that more than 90 percent of car buyers start their search for locally-purchased products and services online, the decision about who handles your online campaigns is crucial. (Google 2011) Veteran Internet marketer Tim McLain provides 10 top considerations when choosing an online marketing partner to maximize your Internet advertising return on investment (ROI). In this session, learn why signing with an Internet marketing partner who focuses on automotive as a core competency can mean the difference between top success metrics and dismal performance; and learn to verify their support offerings, direct access to a digital marketing professional via phone is critical. Every agency and service provider say the have the “best technology” to power performance; ask them to prove it!

What action items will attendees take back to the dealerships?
1. Come away with 10 hands-on tips for picking a top-performing online marketing partner for your dealership
2. Understand why transparent success reporting on a monthly basis is critical to measuring your return on investment (ROI)
3. Learn how to verify the credentials of the partner to ensure that they’re up-to-date on the latest online marketing techniques
4. See how best to evaluate a potential partner’s technology to avoid techniques (ghost websites, landings) that will damage your online results—and dealer reputation
5. Learn why having direct access to trained professionals can drive better results

Tim McLain is the marketing manager for Netsertive (netsertive.com), a fast-growing online advertising company that drives sales opportunities to auto dealers across the U.S. and Canada through the power of Internet discovery. His 19 years of Internet marketing experience have helped a wide range of local businesses grow their bottom line in targeted, local markets. His specialties include online (search/display/mobile) advertising, social media (B2B and B2C, including content curation), reputation management, email marketing, and video production.

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Get your HEAD in the CLOUD, Lower Cost, Improve Productivity

What to do (and not) when choosing a technology platform for communication, security and compliance so that your costs don’t sky rocket and your productivity does!

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There are a growing number of discussions about the “cloud” and we’re going to uncover the six most important facts about cloud technology for auto dealers. We’ll discuss compliance, productivity, email, the consumerization of I.T., prospect theft from departing employees as well as the importance of an up to date I.T. infrastructure without the traditional expenses of more computers, more software and hiring more I.T. staff! We will compare offerings from Microsoft, Google and Apple but what’s more is that we’ll show you the future of computing in automotive and show you how to use technology in an affordable, non-proprietary way that will save you money and make your dealership more profitable. Today is the day to learn from industry experts in less than 50 minutes on how to solve communication issues, scheduling issues, compliance issues and a very important problem, prospect theft. Join us and learn from an industry expert on what to watch out for and what to embrace.

What action items will attendees take back to the dealerships?
1. Understand the “cloud” and its purpose
2. Identify ways to reduce costs in I.T. Infrastructure
3. Realize the risk and effects of email done wrong
4. Comprehend the cost of “prospect theft” – when employees leave with your customer
5. Understand the importance of an updated and secure network

Kevin McMillen is president and founder of RyanTech, VP of eLeaderTech, founder of the IAMCP Utah chapter for Microsoft, an Apple developer and Android market publisher. In 1999 he came to Utah where he worked with Garff Automotive and turned around the technology for Vehix.com, previously AutoMallUSA.com. McMillen and his team power technology for companies like AAA.com, Dealer.com, CUDL AutoSmart as well as many others. Supporting over 17,000 dealerships, his focus is to now bring dealers to the cloud and assist in the simplification of their I.T. infrastructure as well as provide enterprise-class communication through email, document sharing, desktop management, security and backup solutions. His drive is to lower costs for auto dealers and increase productivity through technology.

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Dealer Panel on Technology in the Cloud, Microsoft, Google and Apple

With so many options available to you with respect the technology, the cloud, desktop computers, laptops, tablets and smartphones; where do you go to find out which one(s) are right for you and your dealership? Sit with this experienced group of professionals and discuss the trial and error as well as the wins that make up the secret sauce to moving technology into working for you instead of your having to work it.

[/image_left] We will start with a brief presentation on the statistics we know about auto dealership usage of technology. We’ll show the average dealership, the cutting edge dealership and everything in between. Once done, we’ll talk with a panel of dealers that include Internet directors, general managers and more that can answer our questions on why they made the decisions they made. We’ll finish up with a Q&A session that lets you get your voice heard and try our best to answer questions from you that should help you make better technology decisions moving forward in this new tech era.

What action items will attendees take back to the dealerships?
1. Getting to know what’s available to dealers
2. Compare technologies for the consumerization of I.T. and true business devices
3. Look to the future of how technology will impact the selling process

Kevin McMillen is president and founder of RyanTech, VP of eLeaderTech, founder of the IAMCP Utah chapter for Microsoft, an Apple developer and Android market publisher. In 1999 he came to Utah where he worked with Garff Automotive and turned around the technology for Vehix.com, previously AutoMallUSA.com. McMillen and his team power technology for companies like AAA.com, Dealer.com, CUDL AutoSmart, as well as many others. Supporting over 17,000 dealerships, his focus is to now bring dealers to the cloud and assist in the simplification of their I.T. infrastructure, as well as provide enterprise-class communication through e-mail, document sharing, desktop management, security and backup solutions. His drive is to lower costs for auto dealers and increase productivity through technology.

Charlie Vogelheim is a partner and marketing lead at RyanTech. He is responsible for the growth of the Cloud Services division. Prior to joining RyanTech he founded Vogelheim Ventures and helped to create and grow DSES, Response Logix and Digital Airstrike. He also spent four years at J.D. Power as VP, and 20 years at KBB serving as the executive editor. He was instrumental in the creation of www.kbb.com. He is often a featured speaker at automotive seminars, educational meetings and media interviews and was a regular correspondent on Car and Driver Radio’s weekly show. He serves on several boards as well in an effort to give back to the industry.

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Learning from the Best Practices of Apple

Taking an app store approach to vendor selection

In our industry, dealers are at a disadvantage when it comes to vendor selection and integration. For many, the process of integrating multiple pieces of technology to best serve their dealership process is burdensome. Outside of industry, companies like Apple and Salesforce seem to have found a way to best serve their customers. With Apple, they have delivered a wonderful executable (iPhone and iPad) and opened it up for others to build great software, without restrictions, that makes the masses loyal to Apple.
In this session, we will do a deep dive into this best practice and share how successful dealers and solutions providers are working together to sell more cars and service. Instead of closed architecture, we will discuss how open architecture, API usage, and integration; all for the good of the dealership and its personnel. We will use the “Genius Bar” specialist analogy and truly have fun and deliver a robust message to the attendees.

What action items will attendees take back to the dealerships?
1. Develop a strategy to leverage their existing technology providers and deliver a great executable to sell and service more customers.
2. Allow Internet managers and dealers to spend their time and energy on selling cars
3. Lower a dealer’s cost per sale and raise market share

David Metter brings a wealth of automotive knowledge and experience to HookLogic, both from a dealer and service provider perspective. Prior to joining HookLogic, Metter served more than six years as chief marketing officer for MileOne Automotive, a large, privately held automotive dealership group. At MileOne, he built an industry-leading marketing organization, leveraging technology and the Internet to increase market share, while dramatically decreasing advertising spend per vehicle sold. He previously headed sales for Autobase, where he helped grow the company from a small start-up to the leading automotive CRM software vendor. He began his career on showroom floor. As an early adopter of technology, he built a prospecting and follow-up system that helped him rise to become one of the top Chrysler salesmen in the country and eventually general manager of a dealership. Metter is regarded as one of the foremost experts in the automotive marketing and e-commerce space and is a frequent speaker at industry events including Digital Dealer, the Global Automotive Conference, and JD Power’s Automotive Internet Roundtable.

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Go from ‘No How’ to ‘Know How’

The best sales consultants on the showroom are often the least successful on the phone. By implementing four tools, your dealership will gain ‘know how’

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Learn what the four tools are that when used correctly and sequentially, will convert up to 60% of phone calls to appointments that show are. In this workshop, each tool will be defined and discussed with examples provided to illustrate their advantages. Phone recordings will be played to demonstrate how each tool is utilized. You will gain insight into the value of taking the focus off of selling cars over the phone and onto setting the appointment.

What action items will attendees take back to the dealerships?
1. Explore the importance of the telephone and how it relates to the Internet, dealership selection and the sales process in general.
2. Learn why you need to track inbound sales calls, as well as how to do this and what to do with the information gained by the process.
3. Experience the 90% efficiency gained by reading call summaries over listening to actual recordings.
4. Learn how regular coaching contacts increase effectiveness in appointment sets, shows and sales.
5. Learn and understand the benefits of, using the seven stop process to setting appointments.

As the founder and CEO of PCS-Global, a change management and organizational consulting firm, John Mlinarcik, Ph.D., is about helping people change. He has logged over 100,000 hours managing group resistance to change from both a psychological and business perspective. For three years he served as the chief strategy officer of CallSource. He served for two years as the charter vice president of Polk Professional Services and is the former COO of The Nickelsen Group. Following this position, he was the senior director of Reynolds Consulting. He has authored, lectured and consulted on the changing landscape of the retail automotive industry and has advised organizations on how to retain customers and prepare employees to embrace change through CRM initiatives, customized training, and management development.

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The Fundamentals of Online Automotive Marketing

Nothing has affected how people buy cars more than the Internet. In fact, you can safely assume that more than 90% of the shoppers who walk into your dealership have done at least some research on the Internet about you, your cars and what people are saying about you. In this introductory workshop, you’ll learn about why the Internet works as the primary influence to get car shoppers to walk into your dealership. You’ll also learn about consumers’ mindset, how much and where they spend their time online when they are shopping for a car, best practices for merchandising and the importance of online reputation management.

What action items will attendees take back to the dealerships?
1. How the Internet influences car shoppers
2. Learn how you can influence shoppers with great merchandising and information
3. Understand why you need to manage your online reputation

Tori Morandi, Manager, Industry Education, AutoTrader.com. With more than 10 years of experience as a public speaker and expert trainer, Tori Morandi brings a unique and energetic style that engages audiences and promotes learning. Her presentations for AutoTrader.com cover what’s happening in the industry, today’s automotive consumer, emerging trends, and what’s new with advertising and marketing on the Internet. Previously, she worked with BMW of North America as well as Toyota and Lexus of North America as a training and instructional design consultant. Her dealership experience also includes BDC implementation and development for the Porsche, Audi, Subaru, and Lincoln/Mercury brands.

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Case Study: How Leading Lexus Dealers Increased Sales and Service Numbers for Less Cost

Leading Lexus dealers improve profitability and market share with integrated marketing strategy delivered through 10 tiers of marketing: traditional, digital, mobile, social, reputation management, publicity, targeted direct mail, niche marketing, merchandising and retention.

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Learn how leading Lexus dealers utilize an integrated marketing strategy across multiple mediums to improve sales and service profitability, while increasing their active base of customers and positively affecting all their profit centers: new, used, finance, service and parts. By using a holistic marketing strategy that combines traditional, digital, mobile, social, reputation management, publicity, targeted direct mail, niche marketing, merchandising and retention, they are able to attract, sell, service and retain more customers profitably for less cost. They use advanced data technology to target in-market consumers who have the highest probability of buying and servicing with their dealership now and in the future. Learn how results-oriented marketing strategies can increase your market share and profitability by building your brand, attracting more high-quality opportunities, improving sales and service revenues, and increasing your customer satisfaction and loyalty.

What action items will attendees take back to the dealerships?
1. Learn how to effectively integrate multiple marketing mediums to positively promote all your profit centers and increase your sales and service business.
2. Learn how to grow your active base of customers. Active customers are more loyal and frequent.
3. Learn how to increase market share and profitability by building your brand and attracting more high-quality opportunities.

Ron Morrison has been a leader and pioneer in automotive digital marketing strategies for more than 20 years. He’s led initiatives with manufacturers, large, publicly held dealer groups and dealerships from shore to shore. He is currently a sales ambassador at Tier 10 Marketing. As a C level executive with more than 20 years of experience in delivering profitable sales results, sustained incremental and recurring revenue, and long-term productive business development relationships in the automotive industry, Morrison has shared his extensive knowledge of strategic market planning and business processes as well as vast knowledge and leadership in Internet sales, social media and traditional marketing technologies.

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Top Technology Threats for 2013

Learn how to secure wireless, protect from FTC enforcement of GLB and BSA enforcement of software copyrights

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Dealers will face increased risk and challenges with their computers systems in 2013. The push for mobile devices will strain antiquated and insecure wireless networks. Hardware obsolescence is a continued pain point and causes immeasurable front line productivity loss. On the regulatory side, the FTC announced its first action against a Dealership for “Putting thousands of customers at risk”. The Business Software Alliance is also taking action against Dealers for alleged software piracy. Join industry technology expert Erik Nachbahr for a frank discussion on the risks and get real world tips to prepare and protect your organization.

What action items will attendees take back to the dealerships?
1. Identify risks in wireless networks and perform a simple self-assessment of security
2. Understand and project hardware requirements and refresh recommendations
3. Understand the specifics of the FTC action and implications for dealers and how to protect yourself.
4. Understand the basics of software license compliance and how to spot

Erik Nachbahr founded Helion in 1997 with the goal of bringing strong information technology strategies and leadership to auto dealerships. That vision has guided Helion with a focus on outstanding service and innovative, client centric solutions. Nachbahr believes that a strong information technology strategy centers on improving the efficiency of the business it serves while controlling costs. Nachbahr holds a B.A. from Loyola University Maryland, an A.A. from Baltimore International Culinary College and industry certifications from Microsoft and Cisco. In his current role as president and CEO of Helion, he works as chief information officer for a client base with billions of dollars in annual revenue.

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The Cause and Effect of Mismanaging the Customer Experience

Common mistakes caused by people, process or your technology

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By establishing a road map for your customer interactions, your dealership can automate communications and track every interaction to make sure that your teams are doing the right thing at the right time to the right person. Your CRM’s reporting tools should be able to give you insights into employee performance, campaign effectiveness and understand what is working. By examining these reports you will be able to refine processes and enable continuous improvement on many levels.

What action items will attendees take back to the dealerships?
1. Know how to properly define their dealership’s customer communication/experience from inception to repurchases
2. Know how to properly leverage technology to ensure customer experience is optimized
3. Learn that customer relationship management is not an event, but a well-defined series of interactions from sales to service and vice versa.

Jonathan Ord co-founded DealerSocket in 2001 to create a revolutionary model for industry niche CRM applications. Both DealerSocket and Ord have received many accolades including being named Best Overall Company globally in the 2008 Stevie International Business Awards, Best Management Team in the 2009 American Business Awards, and one of the Red Herring North American 100 in 2009. Additionally, Ord has been honored as one of the most successful young entrepreneurs and executives in Southern California, being honored with the 2010 Excellence in Entrepreneurship Award from the Orange County Business Journal. A recognized leader in the automotive industry, Ord is a regular contributor to numerous business and auto industry publications. He is also an in-demand speaker, speaking regularly at the elite 20 group meetings for top dealers groups including Larry H. Miller, Van Tuyl, Penske and Galpin. Additionally, he has been a guest speaker at events including JD Power Round Table, Red Herring North American 100, and a top rated speaker each year at Digital Dealer Conference & Exposition. Ord is a graduate of Brigham Young University, where he earned a bachelor’s degree in accounting and Spanish, and a master’s degree in accounting and information systems.

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Digital Domination in a Multi-experience World

Learn how third-party sites can help you build an inventory-based strategy that you’ll be able to leverage across multiple channels and platforms

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Given the variety of channels and platforms that are coming online at seemingly hyper speed, it’s more important than ever that you get the fundamentals right. Whatever channels you use to merchandise your inventory, store and specials, third-party sites are creating new and innovative ways to showcase your content. Failing to get the basics right means missing out on opportunities across an ever-increasing range of consumer experiences. Learn how third-party sites can help you build an inventory-based strategy that you’ll be able to leverage across multiple channels and platforms, ensuring you’re delivering the best content and most consistent messaging to the maximum possible number of consumers, wherever they are online.

What action items will attendees take back to the dealerships?
1. Learn what car shoppers want from their online shopping experiences
2. Understand the tools and tactics you can use to meet these shoppers’ needs
3. Create effective merchandising to provide the building blocks for successful online consumer experiences

Nick Park heads up product innovation at AutoTrader.com. In this role, he is tasked with understanding the future of consumer experiences and market needs. Under his leadership, the product innovation team is responsible for new product exploration, conception and development, which continue to elevate the company’s position as a market innovator and leader. Park joined AutoTrader.com in 2007 and has worked on the company’s new car market strategy, consumer site listings redesign, and mobile applications. Prior to joining AutoTrader.com, he was responsible for product management at a leading geospatial analysis software company servicing Fortune 500 customers in the oil and gas industry. Park also has experience leading the products across both desktop software and software-as-a-service solutions within a range of fields, including applications for systems from Microsoft Office to high-end workstations.

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Internet Selling to Women

Selling automotive products to women on the Internet

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What really works online with women depends on a number of variables including how she uses the Internet, if she’s a mom, her lifestyle and shopping preferences. You will learn a new targeting strategy to help you zero in on your target female customer and drive engagement. You will also learn the latest best practices from a series of interviews being conducted among some of the brightest minds in Internet selling on how to convert women from an online lead to a loyal customer. This segment will help you make immediate changes to increase conversion. Don’t miss this session!

What action items will attendees take back to the dealerships?
1. How women truly differ than men, online and offline
2. Learn how to target your female customers online
3. Learn the key target markets and what drives their online experience
4. Best practices from pros on how to increase conversion online
5. Each participant will be given a handout to outline immediate opportunities

Delia Passi is CEO of Medelia Inc. and founder of WomenCertified. Passi is the nation’s leading authority on selling to women. Her expertise centers on how women shop and buy, what motivates them to select one provider over another, and how sales and service professionals can provide the best experience to women. Passi advises her corporate clients on how to better understand their female customers, and supports them in becoming the very best when it comes to increasing sales, improving customer service, and retaining the loyalty of these hard-earned consumers. WomenCertified, the Voice of the Female Consumer awards businesses and brands with the Women’s Choice Award, based on female consumer feedback. As the founder, Passi’s vision is to give women a collective voice so they can help each other identify businesses that deserve her loyalty and referrals. Passi is a prominent and compelling speaker, overseeing the training of thousands of sales representatives on cutting-edge techniques that empower them to more effectively sell to women and couples. Her series of sales training programs are based on years of research and experience in understanding and translating the nuances of how women approach the buying cycle and how they need to be communicated with during that process. Passi is also the author of “Winning the Toughest Customer, The Essential Guide to Selling to Women” (Kaplan, 2006).

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New Trends in Search and Social Marketing

Learn how to implement the new tools and increase your sales and service leads substantially.

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Social has become search marketing and search has become social marketing. The two giants Google and Facebook are competing for the each other’s audience, which means each company has developed several new marketing opportunities and ways to increase your leads. The new marketing opportunities provides progressive profiling and insights of a customer’s behavior to specifically target based on interest, stage of life, lifestyle, and for as little as $0.91 per lead. The new tools that are available today will drastically increase your sales and service leads. Paul Potratz will explain how you will get started whether you want to do it yourself or ensure your marketing firm is doing it correctly.

What action items will attendees take back to the dealerships?
1. Learn about the new trends and marketing tools
2. Understand how to implement the new tools into your strategy
3. Learn what creative and artwork has shown to perform best
4. Learn how to create a budget and measure performance

Paul Potratz is an industry leader and speaker in digital, behavioral and social media marketing for the automotive industry. He has been interviewed by and contributed to The New York Times, NY Post, CBS, Wall Street Journal, Automotive News, J.D. Power and Associates, NADA, NCM, F&I Industry Summit, Digital Dealer, and Driving Sales Executive Summit. Potratz is also a contributor to several newspapers and radio talk shows on topics specific to internet marketing, social media and consumer behavior. Potratz presents real life examples showing how his dealerships have become rated the top 100 in the country by adopting his e-commerce marketing strategy with a focus on his four e-principals: Educate, Entertain, Engage and Entice. Single-point and multi-point dealerships across the country have implemented his unique social and Internet e-commerce techniques, resulting in tremendous sales success and cost savings. He delivers his strategic Internet, social, and behavioral marketing philosophies in a workshop style format so dealerships starting out with Internet and mobile marketing and advanced dealerships can learn and immediately start implementing his strategies with their dealership. Potratz hosts the weekly video series “Think Tank Tuesday” which reaches over 42,000 automotive professionals across the United States, UK, and Canada.

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Finding the Missing Monetization from your Current Sources of Traffic

Learn how to use two metrics you don’t track now to maximize revenue and evaluate all your marketing spends

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Ask any dealer to tell you what they do and the answer you likely will get is they sell cars, or they sell and service cars. If you also ask them to tell you metrics on selling and service they can give you close rates, profit, backed end penetration, hours per RO, and many more. Dealerships are a metric driven business but there are two high powered metrics we have yet to track and utilize. We will examine the best practices of the largest seller of used cars in the world to learn one and we will take what you already have and create the other. These two metrics will change how you think and how you do business day to day while also shining a bright light on all your traffic sources.

Ken Potter is vice president, Dealer Development, at TrueCar. He manages TrueCar’s field sales and inside account management teams, and oversees TrueCar’s efforts to grow and retain its network of dealer partners. Previously, Potter was vice president and general manager, automotive, for Internet Brands, Inc., where he had profit and loss responsibility for CarsDirect.com, and established processes for profitable and sustainable business. During his 11 years with Internet Brands, he also oversaw inside and outside sales, customer service, accounting and automotive product development. Potter’s career in the automotive industry also includes serving as general manager of two car dealerships, including nearly five years at CarMax.

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The VIN Journey

Game changing insights from the online journey of your VINs – from the time they hit your inventory to the time they leave your lot

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Every day local shoppers see your inventory in online ads and on your website. The average VIN sitting on your lot is presented hundreds of times. What if you knew who was looking at a particular VIN, how long they were looking or how often? What if you knew which VINs were getting the most activity? Would you merchandise them differently? Would you price them differently? Understanding the journey that a VIN takes online – from the time it hits your inventory to the time it leaves your lot – can help you be more efficient with your advertising, more effective with your sales processes, and ultimately more profitable. Building on the “Consumer Journey” research that was presented at Digital Dealer 12, in this session we will explore the characteristics of several “VIN Journeys”, as observed and tracked within the massive data warehouse of online shopping activity that is managed by Cobalt.

What action items will attendees take back to the dealerships?
1.Tailor your advertising and focus your message on the VINs that a shopper has shown interest in
2. Learn how to make your sales process more personal and effective based on the online shopping activity of your ups
3. Learn to make smarter merchandising and pricing decisions to become more profitable

Since 2006 Chuck Tilton has led the teams that deliver strategic marketing support for Cobalt’s Advertising and Business Intelligence teams. His role is to drive dealer success by using data analysis to make their advertising programs smarter and more effective. He is an evangelist for Cobalt’s pioneering Consumer Journey research and the idea that consumer behavior and intent should influence their advertising experience. Prior to joining the Cobalt Team, Chuck spent many years building brands and leading strategic business evolution for several technology startups and at companies like Mosaix, Lucent Technologies and Avaya.

Jon Quade is one of the most-recognized trainers in the automotive industry, given his 8000+ hours on camera and years of seminar experience with clients like Ford, General Motors, Nissan, Infiniti, Lexus, BMW and Hyundai. And, because Jon has held nearly every dealership position there is, he is eminently capable of practicing everything he preaches. Jon joined the Cobalt team in 2009, adding to its already impressive staff of professionals. He has been a top-rated speaker at six NADA conventions, he’s a Professional member of the National Speakers Association, and he has received both Telly and Aegis awards for training broadcast excellence. His business writings have been published in Automotive News, Ward’s Dealer Business and Car Dealer Insider, and online at AOL, Bankrate.com and SalesGravy.com.

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Five Simple Strategies to Sell More Cars Now

Fool proof processes for guaranteed results.

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This workshop will delve specifically into five easy to implement sales and management processes that yield immediate results. Some of the topics that will be discussed in depth are effective strategies for increasing gross profit per retail unit as well as mistakes managers make in todays market. You’ll also learn how your website might be costing you customers as well as the secrets most trainers in the automotive industry might not want you to know. If you’re looking to come away with some “low hanging fruit”, this workshop is just what you’re looking for.

What action items will attendees take back to the dealerships?
1. Learn what a manager’s two most important functions are in today’s automotive business.
2. Learn ways to immediately increase gross profit.
3. Discover a simple fix that you can make to your website to increase traffic.

Alan Ram is president of Proactive Training Solutions. He’s recognized as the best in the automotive business at increasing individual, as well as dealership productivity through proactive management as well as effective utilization of the telephone, Internet and client base management. He has worked with tens of thousands of salespeople, managers, business development and Internet staff from coast to coast, increasing individual and group productivity. He is a NADA University Partner and is endorsed by NCM Associates and his training has been required for certification at over 2,300 Chrysler Group dealerships nationwide. Ram’s workshop was the number one attended session at the 2012 NADA Convention.

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Treat your Customers Like Dogs

Lessons on loyalty from man’s best friend

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Dogs – the gold standard of loyalty. Find out how the lessons learned from our canine friends can be applied to your dealership. Gain the unconditional love and devotion of your valuable customers. In this session, Nate Sieveking explores the tools and tactics to keep your customers coming back for more, spending more with your dealership, and spreading the word to their friends and family. With years of experience in automotive digital marketing, Sieveking shares dealer-tested strategies that completely change the customer experience. The result – a huge impact to your bottom line. Treat your customers like dogs and have them stick by your side through thick and thin.

What action items will attendees take back to the dealerships?
1. Learn how loyalty programs can show a dramatic, measurable increase to bottom line profitability, and leads to long-term viability.
2. Identify, track and keep your most profitable customers.
3. Strategic post-purchase marketing strategies to keep customers coming back for more.
4. Shift your dealership’s mindset to creating long-term relationships with your customers.
5. Gain valuable feedback from your customers to take actionable steps toward the best customer experience.

Nate Sieveking is president at re:member group, the auto industry’s leader in loyalty marketing programs. He has a passion for helping businesses create and keep their most profitable customers. With years of experience in automotive loyalty marketing, Sieveking has helped increase bottom-line profitability at many of the top dealerships in the nation. Through innovative ideas, strategies and training, as well as cutting edge technologies, he has helped develop loyalty programs that drive measurable results.

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Mastering the Mobile Check-in

Harnessing the power of location-based marketing to connect with more car shoppers

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“Check-ins,” “likes,” “follows” and “recommendations” aren’t just for restaurants and retail shops anymore. Car shoppers are increasingly accessing reviews, places, location-based social media networks and other mobile websites and apps to research and engage with both vehicles and dealerships during the shopping process. In this workshop, “Mastering the Mobile Check-In,” Cars.com Dealer Training Manager Jack Simmons shares how dealers can harness the power of location-based marketing to connect with more car shoppers anytime, anywhere and across all the devices they use.

What action items will attendees take back to the dealerships?
1. Understand the fundamentals of location-based marketing
2. Gain a better understanding of how consumers are using their mobile devices to research vehicles and dealerships
3. Learn tips for engaging car shoppers through location-based marketing, mobile check-ins and social media
4. Walk away with a process you can take back to your dealership for gathering mobile data, interpreting it and using it to refine a dealership’s mobile strategy for even better results.

Jack Simmons has trained more than 100,000 automotive professionals over the course of his 30+ years in the industry, including both franchise and independent dealers as well as professionals from automotive manufacturers and industry organizations. A former dealer himself, Simmons has been on the forefront of helping dealerships attract the online car shopper, from online reputation management and optimizing new car inventory listings to winning with mobile. He is a frequent speaker at industry events, including NADA, NIADA, Digital Dealer, the DrivingSales Executive Summit, the J.D. Power Automotive Internet Roundtable and national BHPH conferences.

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Get Found: Optimize and Maximize your Online and Social Presence to Secure Leads and Sales

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According to JD Power and Associates, search usage is up 5200% over the last five years. Consumers are searching for vehicles online rather than traveling from store to store. Online channels such as Google places, Facebook and Twitter are useful tools for dealers to leverage when connecting with the vehicle purchaser of today. During Soffa’s session, he will discuss the new channels available to dealers online how to optimize them in order to attract and engage customers, secure leads and drive sales.

What action items will attendees take back to the dealerships?
1. Dealers will learn more about the vehicle shopper of today and how they engage with dealers online.
2. They will also learn to optimize sites like Google Places to make their presence known online and attract sales leads.
3. Dealers will also acquire knowledge about how to maximize their presence on other social sites in order to secure sales leads and drive vehicle purchases.

Ryan Soffa is senior vice president of product development at FordDirect. Soffa leads the dealer solutions product team and plays a key role in the development and launch of FordDirect products and services. His experience includes retail, wholesale, and third-party operations in the automotive industry. Before joining FordDirect in 2003, he held various positions in the retail automotive marketplace and at American Dealer Services, a finance and insurance services technology start-up. Soffa holds a bachelor’s degree in business administration and automotive marketing from Northwood University.

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How to Hook Shoppers Online, and Buyers on the Lot

Discover how today’s consumers make car-buying decisions changes the way you advertise online

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Smart dealers are using the Internet to super-size their traffic—and avoiding the dreaded race to the bottom that puts a squeeze on gross profits. But in the crush of third-party sites and the sea of competitive listings, how will your inventory stand out? Thanks to thorough research and analysis on the emerging online behavior of today’s savvy online car shopper, FirstLook and MAX Systems has unlocked this key to automotive marketing success. Jacob Solotaroff, GM of MAX Systems, will share cutting-edge insights on how to create the most consumer-relevant online listings. By exploring how and why consumers make buying decisions, how they decide where to buy, how they decide what to pay and how they determine the value of your inventory, session attendees will discover the keys to overcoming marketing challenges, driving more traffic, more volume, and stronger closing rates at solid margins.

What action items will attendees take back to the dealerships?
1. Learn how to create the most relevant, successful online listings.
2. Identify the mistakes dealers make that drive customers away, hurt turnover and reduce gross profit margins
3. Introduce proven tools that help dealers drive traffic, increase volume and achieve stronger closing rates at solid margins.

Jacob Solotaroff, senior vice president, general manager of MAX Systems is responsible for the overall strategy and direction of MAX Systems. He brings 15 years of experience in software and analytical technology. Previously, Solotaroff was the general manager of a Match.com business unit and before that led Match’s North American Product Management team.

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Connecting the Data Point Dots to Map Real Buyer Behavior

Show, track and manage customer behavior for the sale and beyond with a real picture mapped from important data points you may be missing

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Cutting-edge technology exists that allows the modern and next generation automotive dealership to collect multiple points of data from many different sources and consolidate the view to enhance the consumer online and offline buying experience. Know, sell and serve customers better using real tools you may already have in a new way to improve dealership efficiencies. Find out what data points are needed to map the road to selling success!

What action items will attendees take back to the dealerships?
1. Find out how to use online and offline data points to improve sales
2. Learn best practice tactics to connect important data points
3. See which 12 keys drive dynamic behavior
4. Learn what tools are needed to get the real picture and how to use them

Sean Stapleton, vice president of sales at VinSolutions entered the automotive software industry by co-founding IMS, which was later acquired by Who’s Calling where he worked as VP of national accounts and VP of automotive sales, defining expectations for emerging call measurement and monitoring. He later co-founded and established Visible Customer as another market brand. Stapleton joined VinSolutions as the executive VP of sales in August 2010, was appointed to the board and promoted to CSO that same year. VinSolutions realized growth of 678% under his leadership, contributing directly to the company’s ranking by Inc. 500 over the next three years. AutoTrader.com acquired VinSolutions in June 2011. Stapleton is a highly regarded sales visionary, author in top automotive trade magazines and a respected events speaker.

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Stop Chasing Shiny Objects…and Start Selling Cars!

Social media is so yesterday –it’s time for you to drive the activities that really matter in the dealership of tomorrow!

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Three years ago, Steve Stauning delivered one of the most innovative and ground-breaking sessions ever at a Digital Dealer Conference when he introduced his now famous Shiny Objects concept. Attendees at that presentation continue to comment even today about how dramatically they’ve been able to grow their business based on the knowledge they gained from this session. At DD13, Stauning updates his Shiny Objects concept to help you and your team focus on the products, services and activities that will drive business today and in the future. The problem for dealers continues to be that there are too many vendors, too much technology, too many consumer outlets, and a completely fragmented audience. How can any single dealer compete? How can any dealer focus on what’s really driving business today and what will dramatically increase their business in the future? If you’re a dealer or general manager, you continue to deal with the same challenges you tried to solve 25 years ago: How can I generate more sales per person? How can I stop the constant churn of salespeople through my dealership? Which half of my advertising is working? Why is my competitor growing faster than I am? This session is designed to help you focus your efforts and dollars to those activities, products and services that genuinely move the needle – all through actual examples you can take back to your dealership tomorrow.

What action items will attendees take back to the dealerships?
1. Dealers will learn which human activities drive dramatic sales increases and which ones do not.
2. Dealers will understand how the concept of “less is more” is driving real results across the street and across the country – and how they can apply it in their dealership today.
3. Dealers will learn how to quickly identify shiny objects, and how to get their team to stop chasing them.
4. Dealers will learn the easiest and most effective way to drive results through even the laziest managers.
5. Dealers will learn how to find the best vendors, products and services with the minimal amount of effort.

Steve Stauning is an extremely popular automotive industry trainer, speaker and writer. He is the founder of pladoogle, LLC, a leading e-commerce solutions firm. Additionally, Stauning leads the vendor vetting for Dealers United, a service focused on helping family-owned dealers and dealership groups compete with the publicly-traded megadealer groups. Prior to these assignments, he has served in various automotive e-commerce leadership roles, including as the Asbury Automotive Group’s (NYSE: ABG) director of e-commerce, the director of the Web Solutions division of the Reynolds & Reynolds Company, and as general manager for Dealer Web Services at Dealer Specialties.

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Turbo-charge your Internet Leads

Learn how to deliver a world-class Internet response to your clients

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In 50 minutes Jerry Thibeau will provide attendees with techniques on how to deliver a world-class response to Internet customers. The session will cover response times, outbound phone calls, e-mail templates and attendees will even learn how to create a personalized video message for their clients. If you’re not closing 15 percent of your Internet leads, this is a must attend session.

What action items will attendees take back to the dealerships?
1. Learn how to respond to an Internet lead in less than 15 minutes.
2. Employ proper techniques when making an outbound call to an Internet customer.
3. Learn to write e-mail template copy that get results.
4. Learn how to make a personalized video message to each Internet lead.

Jerry Thibeau is the founder of Phone Ninjas, a training firm providing effective phone training for automotive professionals nationwide. Thibeau has successfully held several positions in the automotive business since 1985 and is known as one of the most influential phone coaches in the industry. He has personally trained his methods of phone script and structure to well over 10,000 dealership personnel during the last seven years and has helped train dealerships with tips, techniques and solutions that have increased appointment ratios and sales volume.

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From the Digital to Physical – How to Improve Your Volume and Gross Overnight

Learn how to effectively manage the factors that are totally within your control to close more deals and generate more gross.

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The Internet is a powerful medium that has revolutionized and redefined the way consumers research,select and purchase a motor vehicle.
In the digital era regardless of the size of your store, you need to compete with the best in the business – just to stay in business. This highly interactive session will demonstrate what better Dealers do better from click in to drive off. Whether you are a rural, regional or major metropolitan player, you will leave with tips, tools and techniques to reform and re-energize your business immediately.

What action items will attendees take back to the dealerships?
1. The social impact: Learn the unseen impact of social media – the little things that make the big difference in reputation management.
2. Do you have a point of attraction? You may declare your brand – but the guest experience defines it! Learn to create a competitive advantage at every touch point.
3. Consumers and your teal potential in the digital era: Learn to recognize the opportunities that exist right under your nose to increase volume and gross without spending a nickel!

Mark Walsh is the CEO of Mark Walsh International. The company is a global leader in automotive sales management education, sales consultant training and consultancy. The company currently provides products and/or services to manufacturers, dealers and automotive associations in 39 countries. A frequent industry speaker, Walsh has addressed over 600 manufacturer meetings, industry associations, 20 groups’ and automotive conventions globally. Walsh was the first international speaker ever afforded the honor of being invited to present a workshop at a NADA Annual Convention.

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Tapping into the Power of Like: Facebook Advertising Strategies

Learn the ins and outs of the numerous advertising opportunities Facebook offers dealers directly from the Facebook automotive team.

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As the world’s most visited web site – the advertising opportunities on Facebook are endless. From earned media, to promoted media to paid media, Facebook offers dealers opportunities to engage customers, create connections and promote content and material like no other site on the Internet. The Facebook auto team will take you step by step through each of these opportunities and show you exactly how to engage your customers. Generating the maximum return on investment will take the right tactics and technology. Haystak Digital Marketing shares the tactics and technology they use to create high ROI social media campaigns for auto dealers around the globe.

What action items will attendees take back to the dealerships?
1. How social marketing fits into today’s dealership’s marketing plan.
2. How to target existing customers and acquiring new ones through Facebook
3. How to build an effective social marketing plan balancing earned media and paid media.
4. The software and services today’s top social agencies use and how you can tap into the power of that software for next to nothing.
5. How to determine the ROI of your social marketing investments.

Jason Wiley is the national sales director for Haystak Digital Marketing. Haystak is one of only 16 Google Adwords Premier SMB Partners in all of North America and it’s the only SMB Partner that started out as a full-service automotive advertising agency. Wiley has been around the car business since a child, and has worked full-time in the automotive industry since 1999. He’s been the director of sales and marketing at numerous successful automotive vendor companies and also co-owned his own full-service automotive advertising agency. His core values have always been combining advanced technology with old-fashioned customer service. As such, Wiley has been part of an amazing team of individuals who have helped advance Haystak into being the leading provider of digital marketing services to the automotive industry.

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DIGITAL DEALER CASE STUDIES SPEAKERS

These detailed sessions will be held at the conclusion of the conference on Thursday, October 25, and will help dealers and managers better understand how other dealerships/groups successfully implement solutions. Pizza lunch will be served in the session rooms to all Digital Dealer Case Study attendees.

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Case Studies of the Benefits of Embracing Mobile

Case studies of progressive dealers that use mobile apps to service and retain customers reap large rewards.

Garland Webb ,president of DealerApp Vantage brings close to 14 years of experience in marketing/sales in business, taking his previous venture from $0 to a million dollars in sales, consistently hitting that number for the past five years. His experience spans from accounting to auditing, marketing to sales. He’s a documented leader plus a national authority/speaker on various areas in business. He brings to the table his well rounded experience and business acumen. Webb’s high energetic style plus his passion for technology was key to record-breaking success with DealerApp Vantage LLC.

With over 18 years of experience in information technology focused in the auto industry, Ed Louis , CEO of DealerApp Vantage has developed leadership, technical and interpersonal skills that make him an integral part of the firm’s quick early growth and cultural development. Louis has a very extensive background with approximately 18 years of automotive experience, which spans many areas in the dealership. His understanding of automotive, mixed with his mild tempered demeanor and candid business practice has proven to be a tremendous asset to DealerApp Vantage LLC’s success.

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Case Study: Using an iPad Selling System at Dale Jarrett Ford

Mobile technology is revolutionizing the retail experience and customers have come to expect the latest and greatest when they are shopping. Every aspect of the sales process can be taken to the next level by using an iPad Selling system. This case study will showcase how Dale Jarrett Ford uses the IntellaCar iPad selling system for sales consultants — to increase sales, create an unforgettable shopping experience and get an edge on the competition.

Bruce Polkes, principal of IntellaCar, has a keen sense for technology and over 25 years of world-class marketing experience. With over a decade of bringing insightful solutions to dealers and OEMs (such as Hyundai, Toyota, Lexus, Honda and Acura), Bruce is a leader in leveraging mobile technology to drive dealership sales and increase customer engagement.

Jim Hughes, principal of IntellaCar, has been a successful entrepreneur, winning awards and delivering the “wow” for well-known brands for over 30 years. With an extensive background in creating powerful solutions for both dealers and OEMs, Hughes brings his passion and expertise to the mobile space – with groundbreaking innovations that accelerate the sales process and enhance the customer experience.

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CarWoo! Case Study – The New World of the Internet – Buyers, Not Leads

The Internet is no longer a substitute for snail mail…today’s Internet tools, as manifested in the CarWoo! marketplace, make the Internet the most efficient medium for uncovering, understanding and closing buyers.

In this workshop you will learn best practices for succeeding online and in particular in an online transactional marketplace such as that provided by CarWoo! and illustrated through two case studies. Today, the online shopper expects to be engaged online just as you would engage a fresh-up in your store. They want to communicate online, but they want the same level of interaction, the same professional treatment and the same respect as if they were in your store. Internet is not about “hit and run” or “spray and pray”. Based on case studies of two active and successful CarWoo! dealers (San Francisco Honda and Volkswagen of Downtown LA), this workshop will teach you how to use the tools available to engage, enchant, and close buyers more effectively and efficiently than through any other medium. These case studies illustrate how to effectively obtain and use CarWoo!’s in-market intelligence to hold margin while remaining competitive, how to effectively engage consumers online and how to sell cars most efficiently.

Myril Shaw CarWoo!’s vice president of Sales and Dealer Relations, has been with CarWoo! since the name was invented and the company was incorporated. He has had the opportunity serve in virtually all roles in the company except product development. He built the team that has grown the CarWoo! dealership network from 0 to over 10,000 rooftops today as well as launching the CarWoo! Dealer Plus product for dealers.

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The Impact of Incentivizing Hot Leads…A Case Study

In this case study we will evaluate the impact of incentivizing hot and warm leads compared with not incentivizing these leads. The results are in and the benefit for incentivizing the right leads is clear. Sales registration results show that the combination of Polk Lead Scoring and HookLogic incentives is delivering an average overall buy rate of 47% for leads with incentives, compared to a buy rate of just 28% for non-incentivized leads.

What action items will attendees take back to the dealerships?
1. Learn how to prioritize your lead follow-up based on consumer behavior to run a more efficient Internet sales department or BDC.
2. Understand why incentivizing the right customer at the right time will increase your lead to show rate, resulting in more high quality sales.
3. Learn how incentives can differentiate you from the competition and allow you to conquest into markets that were before more difficult to do so.

Ryan Gerardi is director of automotive business operations for HookLogic. He got his start in the auto business at HomeNet in 2001 where he learned about DMS polling and digital lot management.In 2007 he started AutoConversion to offer full-service blog and social media services to auto dealers where he continues to serve as a coach and trainer for dealers seeking to get a better grasp on today’s technology. In 2011 he joined HookLogic and has helped bring AutoHook into the limelight through his live interactive web casts.

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Advanced Technology: Gain a Competitive Advantage and Improve your Results with Better Information, Shortened Negotiation and More Customer-friendly Processes

Enjoy greater market share, higher profitability, improved customer identity protection and significantly greater leasing potential

Market Scan’s mDesking is the industry’s most powerful “desking” solution. mDesking dramatically reduces the time of negotiation and enables our dealers to find the perfect payment solution for every consumer with complete transparency and unmatched speed – all while significantly improving lease penetration, closing ratios, gross profits and CSI. The latest version of mDesking will streamline showroom process; improve the salesperson-customer interface and interaction; make available the most comprehensive fraudulent ID detection ever offered in a dealership; give dealerships access to the largest automotive lender database ever developed – tracking, analyzing, and ranking every parameter, policy and factor that can influence an automotive transaction, while it also seamlessly integrates the industry’s most comprehensive schedule of rebates and incentives. There has never before been a sales management tool with the kind of power, protection, speed and sales-making ability as evidenced in mDesk.

Neil Thomson is corporate field trainer for Market Scan. He has over 25 years of sales and executive management experience with automotive lender and software companies, including ADP, World Omni, TMCC/TFS. He has excelled in the development and rollout of new training products and building strong and successful B2B relationships. In addition, Thomson has managed lease, finance and non-prime products for 55 dealerships concurrently. He is uniquely equipped to coach and support dealers and large dealer groups in automotive desking technology, leasing, retail sub-prime and sales.

Teri Gallus is director of national accounts for Market Scan. She has over 20 years of sales and executive management experience for automotive and software CRM companies. She has excelled in marketing of new products and building strong and successful sales and service teams that attain annual company goals while building strength in retention and relationships. In addition, Gallus has been a dealership general manager and general sales manager. She is uniquely equipped to guide and support dealers and large dealer groups.

Jim Schoenfeld is technical operations director for Karl Malone Toyota. He has been a sales manager, desk manager, and finance manager. Schoenfeld learned networking and programming on ADP systems and has installed LANs in 40 dealerships in six states. He has built an SAS70 network data center and understands all aspects of building and motivating a sales force and the use of technology and systems to support them and make them and the dealership effective.

Tim Tarrant is general sales manager of Paramus Auto Mall (Chevrolet).

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Real World Case Studies on how Dealers are Dramatically Increasing their Loyalty and Retention to Increase Service and Repeat Sales

Learn how one dealer climbed to number one in the region for sales retention while increasing his units sales by 40%. See how this dealer leveraged a transparency pricing strategy and tied it to a consistent message and improved performance in his dealership. Learn how he did it, what obstacles where most challenging and what the greatest take away lesson was. 

Curtis A. DeGroote  is director of R&D, partner, for Driving Loyalty. He has been in the automotive retail and marketing industry for 16 years – beginning in 1995 with a Lincoln Mercury Mazda Saab dealership in Cedar Falls, Iowa, before entering the automotive marketing sector in 1998. His experience covers both sales and service segments with a focus on cutting edge technology and has shared in the vision of creating the myConsumerConnect and myBDCConnect program.

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Using Social Media to Grow Sales in a Digital Dealership

To achieve success and generate a positive ROI using social media, this case study reviews the results of a multi-tiered approach to generating leads and sales in a dealership using social media marketing tools. This study examines the results in a dealership that follows a strategy of building local fans, an effective content strategy, a social referral program, and using Facebook ads to promote and amplify the social content.

Phil Penton is partner and president at SOCIALDEALER, a reputation and social media management company for the automotive industry. Penton has had lifelong interests and involvement in the automotive industry. As a former business owner, he specializes in revenue enhancement through the application of technology into the day-to-day processes of a startup enterprise. After forming and managing several successful small businesses, he went on to work with HomeNet Automotive, a top producing software company in the United States, as vice president of Business Development, which sold to AutoTrader.com. As an executive, Phil worked daily with other business owners nationwide on how to better design, build, implement, and execute solid business plans that were built to drive revenue and profits using the same concepts and philosophies that are at the root of his own success.  

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You Got The Lead…Now What?

A case study of Lehigh Valley Honda and how they took increased their lead conversion rate 45%, then increased show rate 200% but most importantly sold 88%.

Over a six-month period Lehigh Valley Honda took their first-party leads from 116 average per month to over 220 average, increased their show rate from 20% to 63% and sold 88% of the people that showed up with three simple principles: Timely relevant offer; a simple compelling call to action; and deliver on what you promise. This case study will go into detail on how they did it and give you some great ideas to take back to your store to try out and make your own.

Larry Bruce, partner, MotorTrends Online and president/CEO, MicrositesByU. Bruce has 20-plus years of retail automotive and technology experience including: partner, MotorTrendsOnline.com; VP, Managed Marketing Solutions Reynolds & Reynolds; founder, president and CEO AIMData; founder, president and CEO ClickBuyDrive.com; president CarmallUSA.com; GM, Sanddollar Autoplex; finance director, Jay Marks Automotive Group.

Timmy James, is a leading digital marketing expert and well-respected industry trainer. As chief sales officer of Dealer Dimensions, James leads the rapidly-growing automotive Internet marketing provider’s sales, marketing, and product initiatives.  James and his team of experts have helped thousands of dealers increase sales by implementing proven Internet marketing ‘best practices’ that are consistently employed by top e-dealers across the country. Dealer Dimensions has emerged as a market leader for complete Internet marketing systems, data acquisition, and content aggregation while helping dealers get more leads from their website and online classifieds with the powerful Hydra Online Merchandising System.

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Turn on Transparency, Turn Up Sales, Profits

[/image_left] Most dealers understand their used cars won’t attract buyers unless they have compelling descriptions, tell-all pictures and competitive prices online. The problem: This level of transparency doesn’t extend into dealership showrooms, creating a frustrating disconnect for buyers that means lost sales, lower CSI and smaller profits. Find out how Zeck Ford, Leavenworth, Kansas, tackled this problem head-on, adopting in-store processes and technology to promote transparency as they sell vehicles and acquire trade-ins. Get the operational details that helped dealer Derek Zeck and his team leverage market-focused data and tools to improve front-end gross profits, increase sales volumes and successfully brand themselves as the go-to place for customers who want a satisfying, stress-free dealership experience.

Bill Reidy brings a wealth of automotive retail experience to the vAuto management team. He has more than 18 years of executive management experience at some of the most successful dealer groups in the country. Designing and implementing highly effective sales and operational management processes throughout his career, he has developed a specialty as an accomplished trainer, providing results-driven training programs for all levels of dealership personnel.

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