Next: 15th Digital Dealer Conference & Expo
October 15 - 17, 2013 | Las Vegas, NV
The Mirage Hotel & Casino
October 15 - 17, 2013 | Las Vegas, NV
The Mirage Hotel & Casino
2013-05-07 8:00:00
Below is a list of speakers currently selected for the 14th Digital Dealer Conference.
Breakfast in the Exhibit Hall
Breakfast in Exhibit Hall
Speakers:
, ,
Scheduled on:
Thursday 5/9, from 7:30AM to 8:30AM
Track:
General
Location:
Exhibit Hall
Topic Tags:
breakfast
Exhibits
Breakfast in the Exhibit Hall
Breakfast in the Exhibit Hall
Speakers:
, ,
Scheduled on:
Wednesday 5/8, from 7:30AM to 8:30AM
Track:
General
Location:
Exhibit Hall
Topic Tags:
breakfast
Exhibits
Opening Meet and Greet Cocktails
Opening Meet and Greet Cocktails
Speakers:
, ,
Scheduled on:
Tuesday 5/7, from 5:30PM to 7:30PM
Track:
General
Location:
Exhibit Hall
Topic Tags:
drink
Exhibits
socialize
This workshop will examine the benefits of both video preroll and video SEO marketing and how it can impact a dealership's online exposure to in-market buyers. Attendees will leave this workshop will an overall understanding of how to effectively implement these strategies into their unique digital marketing objectives while understanding the do's and dont's to avoid wasted efforts and maximize efficiency. This workshop will be broken down into detailed sections that analyze each of these two different video strategies for an overall complete understanding for intermediate to advanced marketers.
What action items will attendees take back to the dealerships?
- Understand how to use targeted preroll video
- Understand how to use targeted video SEO
- Identify do's and don'ts for each of these two video strategies
- Review results of Rick Case Honda's video marketing strategies
Speakers:
A.J. LeBlanc, Managing Partner, Car-mercial.com
Scheduled on:
Wednesday 5/8, from 3:30PM to 4:20PM
Track:
Digital Marketing
Location:
Wekiwa 9 & 10
Topic Tags:
digital marketing
PreRoll
seo
Are you still using old words? The new customer wants to communicate with you in a different way. Learn how to get them to communicate with you on their mobile device. Learn how to assure they read your reviews and leave you one. How do we talk about the trade with all the information they now are able to gather. We will cover this and more. It's always been about words. Learn the new words to make more appointments and close more deals. As usual with A.J.'s presentations this will be of no cost to your owner. The only expense is time. So spend and hour with A.J., slap your forehead and say "So simple, why didn't I think of that?"
What action items will attendees take back to the dealerships?
• Learn to not sound like an old school salesperson!
• Guarantee your customers get the message by communicating on their smart device.
• Improve your show ratio with one simple set of words.
• Make sure your customers know that people like and trust you through your reviews
Speakers:
A.J. Maida, Director of Digital Marketing, Papa’s Chrysler Dodge Jeep
Scheduled on:
Wednesday 5/8, from 2:30PM to 3:20PM
Track:
Management
Location:
Sebastian I-1
Topic Tags:
Smart phones
Templates
Video
Word Tracks
Back by popular demand, the 3rd 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 dealer ratings and findings on how recent car buyers are actually using social media and review sites in their dealership selection process. Learn if average liker and follower counts are increasing, find out which review sites get the highest use by car buyers and see if your dealership is featured as a success story. Be one of the first to see how top dealers are getting results from social media and learn how your dealership can use the top best practices.
What action items will attendees take back to the dealerships?
- Learn how your social media strategies and review site listings compare against other dealers
- Learn which sites car buyers are really using and how they use both social media sites and online reputation sites
- Learn specific social media tips from top dealers and how you can leverage them immediately
- Get a jump on your competition with the “Top 10 Hottest Tips” for social media and reputation management
Speakers:
Alexi Venneri, Co-Founder and COO, Digital Air Strike
Scheduled on:
Tuesday 5/7, from 2:00PM to 2:50PM
Track:
Social Media
Location:
Wekiwa 9 & 10
Topic Tags:
Online Reviews
reputation management
social media
It has been roughly one year since Google announced their Search Plus Your World initiative, and most dealers haven’t begun to incorporate these changes and many still haven’t recovered from the last two years of Panda and Penguin updates. This hardcore session is for dealers who already know how to optimize their website content, but want the answer to this one question – “How do I dominate my competition online?” Amirrezvani will show dealers what they should be doing about Google’s recent updates. He will discuss strategies to leverage Google+ Facebook, and other social media. Finally, he will outline a series of metrics and tools that dealers can leverage to grow their Google traffic, and much much more.
What action items will attendees take back to the dealerships?
Increase your Google visibility
Leverage your social media in search results
Capture more in-market consumers
Properly measure your SEO ROI
Speakers:
Ali Amirrezvani, President and CEO, DealerOn
Scheduled on:
Thursday 5/9, from 10:00AM to 10:50AM
Track:
Digital Marketing
Location:
Wekiwa 7 & 8
Topic Tags:
What is ‘big data?’ How does big data fit into the dealer world? Andy Lapin, chief architect for Kelley Blue Book’s top-rated website www.kbb.com, will share what big data is, and the terminology behind it and the companies driving it. From this session, dealers will learn about technologies like Hadoop and cloud computing and techniques like data mining and collaborative filtering and how each is being currently applied in the marketplace. Lapin will discuss the current big data tools available to you, such as new visualization. During this session, Lapin will conduct industry comparisons of how big data is utilized, drawing conclusions that apply to any sales-related business from consumer-packaged goods to dealerships. Lapin will close his session with what the future has to hold for big data, and where dealerships are heading.
What action items will attendees take back to the dealerships?
- Gain an understanding of what big data is
- Learn the big data applications you can use today
- Garner insights into what the future holds for big data in your dealership
Speakers:
Andy Lapin, Chief Architect, Kelley Blue Book
Scheduled on:
Wednesday 5/8, from 8:30AM to 9:20AM
Track:
Data & Analytics
Location:
Sebastian I-2
Topic Tags:
big data
Cloud
Internet
Joint Session with Rich Lucy
Chances are you have a CRM or lead management tool. Most stores do. But are you effectively managing the tool to maximize sales? In this session we will discuss proper utilization and management of your CRM tool.
What action items will attendees take back to the dealerships?
- Learn how to manage your salespeople from the CRM
- Understand what reports you should be looking at from your CRM.
- Learn how to drive your virtual dealership
Speakers:
Anthony Bartoli, Internet Sales & Marketing Director, Bommarito Superstores
Scheduled on:
Wednesday 5/8, from 9:30AM to 10:20AM
Track:
Management
Location:
Sebastian I-1
Topic Tags:
crm
Management
Sales Training
We were promised that marketing one day would become rocket science. Well, we are almost there! Search continues to become more complicated, and more exciting. Then there’s social and e-mail and display and video and… so many more things. It is hard to understand how to do one thing right, much less try to do all of them right. In his exciting keynote at the 14th Digital Dealer Conference & Exposition, Avinash will share his unique perspective on balancing multiple media channels, leveraging super awesome metrics, grounding your digital existence in driving economic value, and leveraging the Clear Line of Sight model to ensure you are optimizing across all four of the most important business drivers (come to the keynote to learn which four!).
Speakers:
Avinash Kaushik, Digital Marketing Evangelist, Google
Scheduled on:
Wednesday 5/8, from 10:30AM to 11:45AM
Track:
Digital Marketing
Location:
Panzacola
Topic Tags:
analytics
measurement
Joint session with Justin Brun
When building Acton Toyota's new website, Ben Koller and Justin Brun sought to improve and increase the site's conversion rates. To aid them in this mission, they closely examined the visitors’ site interactions including visitor recordings, mouse move and click heatmaps, form analytics, and more as part of the analytics data. Armed with this information, they were able to create a website that improves page layout, enhances the visitor experience and, above all, increases conversion rates. In this session, they will share with you their website analytics information and present the steps they took to generate more website leads in an effort to help you improve and increase your own website's conversion rates. Special attention will be paid on optimizing vehicle detail pages (VDPs) as their analytics told them, unsurprisingly, that these pages matter most for lead generation. Additionally, they will highlight and discuss a number of other actionable tips and effective strategies you can use to generate more leads from your main website.
What action items will attendees take back to the dealerships?
• Discover new tools to track your in-page web analytics
• Learn how to create better VDPs that increase conversion rates
• Receive actionable tips and strategies and effective tools to generate more leads
Speakers:
Ben Koller, Internet Sales, Acton Toyota
Scheduled on:
Tuesday 5/7, from 1:00PM to 1:50PM
Track:
Digital Marketing
Location:
Wekiwa 7 & 8
Topic Tags:
If the data in your dealer management system (DMS) is not being leveraged strategically, then it is time to put this gold mine of information you have at your fingertips to good use. By aligning this transactional and historical customer data with the behavioral information your dealership tracks, you can more effectively tailor your communications to strengthen and enhance those relationships. Whether you track customer and prospect behavior based on website visitors via Google Analytics, monthly newsletter readership, offer and coupon redemption or dealership reviews on social channels, looking at both DMS and behavioral information on a single customer or prospect in tandem will lead to more informed discussions with them based on their behavior in the past and projected future needs. This session will cover the applicability of big data to the automotive industry and how your dealership can use it to attain a competitive edge.
What action items will attendees take back to the dealerships?
- Understand big data’s applicability in the automotive industry and how it can be used by your dealership
- Understand how to use DMS and behavioral data together to create more powerful and informed touch
- Gain best practices for sending targeted and timely customer campaigns
Speakers:
Bobby Gaudreau, Vice President, Sales, IMN
Scheduled on:
Wednesday 5/8, from 4:30PM to 5:20PM
Track:
Data & Analytics
Location:
Sebastian I-3
Topic Tags:
Behavioral Marketing
big data
DMS
email
reputation management
Does the thought of customers not being followed-up with keep you up at night? CRM tools continue to get better, yet dealers are not utilizing the advanced functions of the CRM to enhance their sales process. By implementing advanced follow-up campaigns and notification rules, you can reduce the lost sales that you don't know about. You don't have to be a database SQL developer to make your CRM perform at the standards you pay for. The wrench is only as a good as the mechanic behind it, so understanding these advanced techniques will put you a step ahead of your competition.
What action items will attendees take back to the dealerships?
- Inspect what you expect out of your CRM
- Develop engaging follow-up campaigns for every step of the sales process
- Reduce workload by letting your CRM identify buyers and shoppers
- Increase contact, appointment, and close ratios by modifying campaigns based on customer behavior
- Automate effective marketing programs that are highly targeted
Speakers:
Brad Hampton, Marketing Manager, KPA
Scheduled on:
Tuesday 5/7, from 1:00PM to 1:50PM
Track:
CRM & Telephony
Location:
Sebastian I-3
Topic Tags:
crm
customer retention
Management
Do you want to start seeing a real and immediate ROI in your social media presence? Are you frustrated that likes, comments and reviews aren't resulting in more sales? Join Brian Rzentkowski from Friendemic Social Media Engagement as he helps you learn where to find leads, how to approach them and how to get them to convert to your website, showroom floor or service drive all through the use of social media. Also, Rzentkowski will share with you the, "Seven Most Effective Strategies," in social media by sharing case studies, actionable plans and innovative tools. Through the use of Twitter Advanced Search and some other simple, yet powerful tools, Brian will give you key tips and tricks to take back to your dealership and implement immediately. This session will be educational, entertaining and not in the least over anyone's head. If you have an interest in having the best and most effective social presence in your market, please attend.
What action items will attendees take back to the dealerships?
- Learn how to find leads and begin the close in social media
- Run effective Facebook and Twitter Ads without over-spending
- Manage and improve your online reputation and determine where to place your focus
- Support your traditional and digital efforts with creative social campaigns that can go viral
Speakers:
Brian Rzentkowski, Founding Partner, Friendemic
Scheduled on:
Wednesday 5/8, from 2:30PM to 3:20PM
Track:
Social Media
Location:
Wekiwa 5
Topic Tags:
Facebook Ads
Online Reputation
Social Leads
Viral Campaigns
Understand the past, present and future of managing social media and how closely tied your online reputation is to the success of your social media efforts. Attendees will leave with great data showcasing what differentiates a good social media strategy, including proven tactics to significantly improve consumer engagement for your dealership. If you attend one session at DD14 to take back best practices to your dealership, this is it! During this session, we'll discuss consumer reviews current growth and future prominence. What an engaging social media strategy looks like and how to measure your social success. Which local content, when posted to your social community, drives the most business.
What action items will attendees take back to the dealerships?
• Create engaging Facebook posts
• Learn how to monitor the health of your social community
• Develop a report card to measure your social media efforts
• Understand the importance of online brand management
• Provide great content to successful communities
Speakers:
Brice Englert, Interactive Media Products and Marketing Services, Dominion Dealer Solutions
Scheduled on:
Tuesday 5/7, from 2:00PM to 2:50PM
Track:
Reputation & Loyalty
Location:
Sebastian I-4
Topic Tags:
reputation management
review sites
seo
social media
With 20% fewer dealerships than there were just a few years ago and sales and service opportunities increasing, are you looking past your 2013 success? In today’s market, a year over year increase does not necessarily translate into long-term growth. You are in the middle of a market share battle and consumers are now in the driver’s seat. With consumer expectations rapidly changing and access to information more available than ever, how will you get more than your fair share? In this session we will discuss three key strategies you can adopt to give your customers a reason to never look anywhere else and ensure long term success.
Speakers:
Chad Haas, Product Planning Manager for Digital Products, Naked Lime Marketing
Scheduled on:
Wednesday 5/8, from 8:30AM to 9:20AM
Track:
Digital Marketing
Location:
Wekiwa 9 & 10
Topic Tags:
This session will bring focus on measurements that define the best phone process for your business: Full-on BDC, cradle to grave call handlers, rotating sales reps, open phones. You will learn why there is no "one best process." Learn how key phone performance metrics in your dealership dictate profitability, CSI, market share and customer retention.
What action items will attendees take back to the dealerships?
• Discover the best process for your dealership and culture
• Measure the critical hand-off between your phone and your floor?
• Solve your CRM adherence crisis and make sure that all sales calls are entered into CRM
• Find out where you stand in relation to the "Million Call Performance Report"
• Measure your virtual dealership against your bricks and mortar. Who is in charge of each?
Speakers:
Chip King, Managing Partner, CallRevu
Scheduled on:
Tuesday 5/7, from 3:00PM to 3:50PM
Track:
CRM & Telephony
Location:
Sebastian I-3
Topic Tags:
Advertising
customer retention
employee performance
market share
The telephone is still one of the most powerful sales tools today. Like any tool however, there are right and wrong ways to use it. This session will go in depth on how to expertly handle an inbound phone call like nobody else. Attendees will be able to make an immediate impact in their sales success with their next phone call after this session. It's time to get everyone on the same page of what definitely works and what doesn't.
What action items will attendees take back to the dealerships?
- Identify and understand the seven sections of a proper inbound phone call
- Improve your communication skills
- Maintain control throughout the entire phone call
- Overcome the objections that get many sales professional off track
- Establish credibility with the phone shopper
Speakers:
Chris Costner, Vice President of Training, Phone Ninjas
Scheduled on:
Thursday 5/9, from 11:00AM to 11:50AM
Track:
CRM & Telephony
Location:
Sebastian I-3
Topic Tags:
Phone Skills
Sales Training
Word Tracks
In this session, Chris Ice, vice president of Product Solutions at Xtime, will discuss the impact of the rising population of connected vehicles on dealership service business.
Automotive OEMs are introducing increasingly sophisticated telematics systems that offer multiple benefits for consumers to further new car sales. Less emphasis is placed on the ongoing lifecycle benefits for dealers, who can leverage the self-diagnostic and telematics features to keep the dealer first in line for service. While these new systems create a stronger connection between the consumer, the vehicle and the dealer, all participants must appreciate the dynamics of the relationship in order for all to benefit long-term. Chris will describe the steps that dealers must take to fully realize the potential benefits available to them.
What action items will attendees take back to the dealerships?
Learn about the rising significance of the connected vehicles
How to face the challenges the industry is experiencing
How do you, the dealer, leverage this trend to drive business?
Speakers:
Chris Ice, Vice President of Products, Xtime
Scheduled on:
Wednesday 5/8, from 9:30AM to 10:20AM
Track:
Fixed Operations
Location:
Wekiwa 6
Topic Tags:
fixed operations
service department
A fun, truthful and brutally honest look at the biggest CRM mistakes dealers make daily and won't correct because it's too easy not to. This session takes a comedic look at what causes these mistakes and why the results are so disastrous to dealers. Much like the old car stories we've all come to know and love, this approach will provide a relaxing atmosphere, offer very practical instances of actual situations and you'll definitely leave with good and workable solutions that are fairly easy to employ.
What action items will attendees take back to the dealerships?
• Encourage your sales team to game CRM. Yes, game CRM.
• Eliminate mistakes from your process, your staff and your store!
• Learn why most managers won't adopt best practices or embrace that which you want to implement
Panelists
Elise Kephart, Internet Manager, Sunset Honda
Chris Hill, Internet Sales Manager, Bill Jacobs Auto Group
Speakers:
Chris Vitale, Vice President, Sales, iMagicLab
Scheduled on:
Wednesday 5/8, from 4:30PM to 5:20PM
Track:
CRM & Telephony
Location:
Panzacola
Topic Tags:
crm
digital marketing
fixed operations
marketing
sales
Joint Session with Joe Webb
You're biding your time, waiting for someone to recognize all you're doing for the store. Maybe you aren't valued as highly as you should be. Maybe you aren't doing a job you're passionate about any longer, or simply want more power. Why are you here? In this fun and informative session, you will learn tactics to get a promotion, earn more responsibilities, prove your worth to make more money, or find a better job elsewhere. Learn from two automotive Internet professionals, Joe Webb and Christian Salazar, who've climbed the dealership and dealer-partner ladders through discipline, dedication, and desire and will share stories and tips on how to take control of your dealership life.
What action items will attendees take back to the dealerships?
• Learn how to write a job description
• Understand how to write a marketing proposal/business plan for your desired role
• Learn how to negotiate for more money or more responsibility
• Promote teamwork within the dealership
• Prove self-worth and purpose of position
Speakers:
Christian Salazar, Ntl. Sales Director, DealerFire
Scheduled on:
Thursday 5/9, from 11:00AM to 11:50AM
Track:
Management
Location:
Wekiwa 3 & 4
Topic Tags:
employee performance
upward mobility
There is nothing more painful than to hear that a customer “Googled” your dealership and decided not to buy from you because of what they read online. True or false. It was there for the world to read...and believe. Today dealerships are often defined by what appears on Google, DealerRater, Edmunds, Cars.com and Yelp. With 91% of automotive shoppers considering the dealer’s online reviews in their purchase decision, thousands of advertising dollars are lost directing customers to the Internet only to find false, erroneous or misleading information about your dealership, your people and how you treat customers. Whether the negative posts are from a competitor, a post on a message board or on a third-party site, the impact can be challenging. Maintaining a positive online reputation is critical to growing sales! The potential to lose a sale to a competing dealer or brand affects your bottom line. Analyze the differences among review sites and use them to your advantage!
What action items will attendees take back to the dealerships?
Increase sales by capitalizing on online review site trends
Develop the customer review program into a culture across your dealership platform
Use the rules of each online review site to your advantage
Speakers:
Criss Castle, e-Commerce Director, Leader Auto Group
Scheduled on:
Thursday 5/9, from 11:00AM to 11:50AM
Track:
Reputation & Loyalty
Location:
Sebastian I-4
Topic Tags:
Compare Online Review Sites
Email Campaigns
Online Consumer Reviews
reputation management
Video Strategies
Dealers often complain that they can’t make any money in used vehicles. This misconception owes to a lack of an investment strategy that maximizes the return on investment (ROI) for every car. This session helps dealers create and execute this strategy to identify and correctly manage the ROI risks and rewards inherent in every vehicle. Find out how this investment-minded approach spurs reinvention as dealers inject ROI-focused discipline and efficiencies in their acquisition, reconditioning, merchandising and sales processes to improve used vehicle sales and profitability.
What action items will attendees take back to the dealerships?
- Understand why an investment strategy improves used vehicle profitability
- Know how to create and execute a used vehicle investment strategy
- Use investment-oriented management metrics/benchmarks to identify and address ROI-draining people
- Re-invent in-store processes to improve efficiencies and achieve investment objectives/ROI goals
- Apply efficiency and ROI gains to increase sales volumes and market share
Speakers:
Dale Pollak, Founder, vAuto, Inc.
Scheduled on:
Wednesday 5/8, from 9:30AM to 10:20AM
Track:
Pre-Owned Sales
Location:
Wekiwa 3 & 4
Topic Tags:
pre-owned
ROI
used
In this session dealers will walk away with website best practices and a better understanding of how to create a better consumer experience on their site.
What action items will attendees take back to the dealerships?
Create a better online shopping experience for your customers
Speakers:
Dan Moore, National Sales Manager, VinSolutions
Scheduled on:
Thursday 5/9, from 12:00PM to 12:50PM
Track:
DD Case Studies
Location:
Wekiwa 9 & 10
Topic Tags:
Mobile is becoming an increasingly important component for online marketing strategies. In Q3 of 2012, Yelp's mobile app users were responsible for 45 percent of all searches on Yelp, 11 million calls to local businesses, and generated 19 million sets of directions to local businesses. On top of that, a recent Nielsen study found that 51 percent of mobile searches in the automotive category result in purchases. Learn how to make sure your dealership has a strong presence with both desktop as well as mobile consumers through Yelp. We'll also touch on best practices for responding to online critics.
What action items will attendees take back to the dealerships?
- Learn how mobile can impact your social media marketing strategy.
- Learn tips and best practices for responding to online reviews.
- See real world examples of other dealerships successfully using Yelp to attract new customers.
Speakers:
Darnell Holloway, Manager of Local Business Outreach, Yelp, Inc.
Scheduled on:
Wednesday 5/8, from 9:30AM to 10:20AM
Track:
Social Media
Location:
Wekiwa 9 & 10
Topic Tags:
mobile
Reviews
social media
Yelp
Car dealers will walk away with information that can be used in their stores immediately. Dave Page will be discussing how to measure the statistics behind a car dealers website both desktop and mobile. Page will also be covering holes in mobile strategies of car dealers which currently see 30 percent of all website traffic. He will also deep dive into which lead forms convert the highest on a website and which ones don't.
What action items will attendees take back to the dealerships?
- Understand the best lead forms to be used on websites
- Learn which website benchmarks statistics are best for your websites, mobile or desktop
- Leave with a new and used cars pricing strategy display for your websites
Speakers:
Dave Page, Owner, Dealer e Process
Scheduled on:
Thursday 5/9, from 10:00AM to 10:50AM
Track:
New Sales
Location:
Wekiwa 5
Topic Tags:
Benchmarks
Leads
Pricing Strateiges
Website
Every successful organization starts with an strong leader and in the dealership business leadership is essential. In this workshop attendees will be exposed to the characteristics needed to be an effective and strong leader. You'll also learn about the most common mistakes that are made by leaders, managers and bosses.
What action items will attendees take back to the dealerships?
- Learn how to become an effective Leader
- Understand the most common mistakes that today's leaders make
- Understand the difference between a boss, manager and a leader
Speakers:
David Lewis, President, David Lewis & Associates Inc.
Scheduled on:
Thursday 5/9, from 10:00AM to 10:50AM
Track:
Management
Location:
Wekiwa 3 & 4
Topic Tags:
Leadership
Management
Peer Networking Roundtables
Sit down with peers from outside your market and discuss your biggest challenges. Pick each others' brains to see what works...and what doesn't. Compare metrics and results. Discuss your most valuable vendors. And do it at tables of 10 with peers of similar-sized operations.
This workshop you will give you additional insight to choose the sessions you will attend and decide which vendors you should meet with in the exhibit hall. Most likely, you will stay in touch with your fellow table-sitters for years to come, continuing to share and compare what you're doing, what's working and what to avoid.
Speakers:
Dealership Personnel Only, ,
Scheduled on:
Tuesday 5/7, from 10:00AM to 12:00PM
Track:
General
Location:
Panzacola
Topic Tags:
Women are your most important customers. You’ve heard it before but now you’ll receive the tactical information you need to increase your sales among women. This presentation will focus on the must do’s to engage and convert sales online. It will feature a customized approach to women, how they control the sales and how they purchase differently, what impacts their buying decisions and how best to communicate your unique services. Other important aspects that will be covered are social engagement, tracking, refining your message, staying focused, keeping the customer informed, personalizing the experience and turning on her referral machine.
What action items will attendees take back to the dealerships?
- How to create the most women friendly online experience
- Learn how to take it offline to the finish line
- Learn how to exceed her expectations so she will feel compelled to share her experience
Speakers:
Delia Passi, CEO, WomenCertified
Scheduled on:
Wednesday 5/8, from 8:30AM to 9:20AM
Track:
Reputation & Loyalty
Location:
Sebastian I-4
Topic Tags:
Customer Behavior
Customer Service
Cusumers
sales
Women
We'll cover how to take full advantage of the most recent Google changes impacting our industry and how to leverage consumer behavior to generate additional sales and service business. Executed correctly, dealers who “embrace change” can realize up to 1,200 more phone calls per month. Google Search is the number one way consumers find and select a dealership. (Not Twitter, Facebook or Google+. Not even close.) The speed at which Google makes changes, changes that are being forced upon us, continues to increase. From algorithm updates like Venice, Penguin and Panda; to changes in online behavioral patterns; to the Google+ Local review shake-up; to the continued explosion of mobile. Add in the influence of online reviews and social signals that impact if you’re found (in search) and how favorably you’ll appear; it’s increasingly difficult for dealerships to keep pace. Attendees will receive a crash course in these developments, an action plan and insider tips on how to really tackle them.
What action items will attendees take back to the dealerships?
Get the real facts about how to build a robust SEO strategy that plays by Google’s latest rules
Proven strategies you must implement to be relevant in mobile search
Maximize the effectiveness of your Google+ Local page
How to use the power of reviews to improve your organic search visibility
Best practices for allocating your marketing budget between organic and paid search
Speakers:
Dennis Colome, Vice President of Sales & Marketing, eXteres Automotive
Scheduled on:
Thursday 5/9, from 11:00AM to 11:50AM
Track:
Digital Marketing
Location:
Panzacola
Topic Tags:
Google
reputation management
SEM
seo
The goal of this workshop is to show dealers the opportunity in the marketplace for selling parts and accessories on-line. I will deliver the best practices necessary to be successful. Derek Ramga will explain the benefits of increasing the dealers area of influence by gaining incremental sales and increasing traffic in the service drive. He will also share what tools are available to help a dealer efficiently and effectivly get their parts and accessories on-line.
What action items will attendees take back to the dealerships?
- Explain the benefits of having the parts catalog on-line
- Learn the best practices for merchandising
- Identify the tools that can help a dealer get their parts on-line
Speakers:
Derek Ramga, Dealer Training Manager, eBay Motors
Scheduled on:
Tuesday 5/7, from 2:00PM to 2:50PM
Track:
Fixed Operations
Location:
Wekiwa 6
Topic Tags:
Accessories
fixed operations
parts
service
Don Graff will show you how to successfully manage and establish your online presence and reputation. In this session you will find out which sites will boost your name to the first page of search results and learn which social networks are best for quickly creating an online presence. The session will also help you discover tips to easily continue growing and nurturing your network, what SEO is most effective to build your reputation and keep it top of mind and to develop a process to keep your online reputation top of mind.
What action items will attendees take back to the dealerships?
- Understand how to boost your name to the first page of search results
- Learn which social networks are best for quickly creating an online presence
- Discover tips to easily continue growing and nurturing your network
Speakers:
Don Graff, CEO, Don Graff Automotive, LLC
Scheduled on:
Wednesday 5/8, from 4:30PM to 5:20PM
Track:
Reputation & Loyalty
Location:
Sebastian I-4
Topic Tags:
facebook
Google
reputation not branding
reputation top of mind
twitter
The three rules for maximizing marketing ROI will provide dealers with a comprehensive plan for increasing parts and labor sales in their service department while increasing CSI and owner retention. Many dealers will sign up for a marketing product or service with the intention of bringing more customers into their service department in order to increase their customer pay business, improve owner retention and build net profits. In fact, many times their results are the exact opposite of what they were looking for due to a lack of preparation and training. Attendees will learn how to build their own performance improvement plan by evaluating their capacity for growth, training their personnel on effective communication skills and then preparing a performance pro forma to insure they get a maximum return on their marketing investment for the long term.
What action items will attendees take back to the dealerships?
• Identify opportunities for growth within your service operations
• Prepare a performance pro forma based on marketing goals
• Evaluate staffing level requirements
• Train service advisors and managers to properly handle more customers
• Install daily performance evaluations to measure performance
Speakers:
Don Reed, CEO, DealerPro Training
Scheduled on:
Tuesday 5/7, from 3:00PM to 3:50PM
Track:
Fixed Operations
Location:
Wekiwa 6
Topic Tags:
analytics
parts
ROI
service
Search engines are one of the top sources of traffic to your web site and one of the most important areas of focus to consider in your digital marketing plan. There are two key areas you can take advantage of to be dominant in the search engines: Strategy and Technology. Learn the strategies you need to put in place and the technology you need to employ to create the highest ROI from your search efforts.
What action items will attendees take back to the dealerships?
- Learn what strategies to implement in low-budget, mid-budget and high-budget situations
- Learn the quantity and quality of different keywords types
- Learn to discern the difference between 'shiny objects' and true market changers
- Learn what KPIs you should focus on to generate incremental, quality traffic
Speakers:
Duncan Scarry, CEO/Founder, Haystak Digital Marketing
Scheduled on:
Wednesday 5/8, from 8:30AM to 9:20AM
Track:
Digital Marketing
Location:
Wekiwa 5
Topic Tags:
digital marketing
Google
SEM
seo
The discussion of chat has been ongoing for several years, but only now is there objective data proving the success it can bring. This session will break down the studies behind one of the fastest growing product categories in the automotive retail space.
What action items will attendees take back to the dealerships?
• Discover new data that sheds light on your dealership process.
• Identify key benefits of chat applications.
• Learn that chatters are buyers.
Speakers:
Ed Parkinson, VP of Sales for Automotive Solutions, Contact at Once!
Scheduled on:
Tuesday 5/7, from 2:00PM to 2:50PM
Track:
Digital Marketing
Location:
Sebastian I-1
Topic Tags:
chat
Data
digital marketing
Facebook ads? Twitter ads? Yelp ads? Oh my! This session is for those who are ready to get serious about their social presence and use it to get actual results – not just likers from who knows where and a few more comments on their posts or a four-star reputation. If you want your dealership’s social presence to increase service business, drive more traffic to your website and build real online communities that generate business for your dealership – this is a must see session! Hear from our panelists on what works and what doesn't and why. They'll share with you specific strategies they used to achieve their goals. Learn about specific sample campaigns, different social site features and ad types that can be combined to create your own social strategy. See actual ROI and which tools that can help you evaluate and measure the success of you social advertising strategy.
What action items will attendees take back to the dealerships?
- Learn how to build a social advertising strategy that gets results
- Understand how to measure the success of your social advertising strategy
- Learn multiple types of social advertising strategies that can work for your dealership
- Know when to hold 'em and when to fold 'em – tips on testing your social advertising strategy
Panelists
Speakers:
Erica Siestma, Senior Director of Strategic Alliances, Digital Air Strike
Scheduled on:
Wednesday 5/8, from 3:30PM to 4:20PM
Track:
Social Media
Location:
Panzacola
Topic Tags:
digital marketing
facebook
social media
twitter
Yelp
YouTube
Join industry expert Erik Nachbahr for a frank discussion of the technology challenges faced by 21st century dealers. He will share his experiences over the past 15 years working with over 500 dealerships and their technology operations. Learn about real world solutions to employee efficiency, computer security and cost control.
What action items will attendees take back to the dealerships?
- Identify top security risks that can result in customer data theft
- Gain a competitive advantage by accelerating your information flow
- Reduce costs while increasing capacity and reliability
- Address risks posed by BSA and FTC action
Speakers:
Erik Nachbahr, President & Founder, Helion Automotive Technologies
Scheduled on:
Thursday 5/9, from 10:00AM to 10:50AM
Track:
Management
Location:
Sebastian I-1
Topic Tags:
Efficiency
Security
Technology
Cocktails in Exhibit Hall
Cocktail Reception in Exhibit Hall
Speakers:
Exhibit Hall, ,
Scheduled on:
Wednesday 5/8, from 5:30PM to 7:30PM
Track:
General
Location:
Exhibit Hall
Topic Tags:
cocktails
exhibit hall
reception
The Ford Digital Team will present what’s new from Ford using data gathered from thousands of consumer surveys. We will help dealers to understand what the data is saying about how to best manage today’s internet department to maximize sales. *This is an exclusive session for Ford and Lincoln dealers only to discuss current market conditions, consumer insights and initiatives.
Speakers:
Ford Digital Team, , Ford Digital
Scheduled on:
Thursday 5/9, from 10:00AM to 10:50AM
Track:
Digital Marketing
Location:
Panzacola
Topic Tags:
In this session you'll learn the three things the Internet department must do to sell more used cars. Most Internet departments today act as if they are an independent division from the sales department and not an integral piece of a very complex sales team, which is definitely not the case. This session will provide you with the three major things the Internet department can do to increase sales of both new and used sales and why they have to do them now. These are best practice’s which will automatically make your Internet department enhance your sales team’s sales and gross.
What action items will attendees take back to the dealerships?
- Learn why puttng vehicles on your website requires more than just pictures and prices
- Understand why daily meetings about inventory are not just a quick conversation but a complete walk-around on all available vehicles
- Drive your Internet department towards having their units sold when fresh and gross at its highest.
Speakers:
Frank Alfano, Automotive Trainer, Progressive Basics
Scheduled on:
Tuesday 5/7, from 1:00PM to 1:50PM
Track:
Pre-Owned Sales
Location:
Wekiwa 3 & 4
Topic Tags:
Internet Sales
pre-owned
sales process
The way dealerships utilize the unique tools available now is quite different than just a few years ago. Many dealers struggle to communicate with prospects and customers, but it really doesn't have to be that hard. Establishing and/or using a BDC to act as a central point could help take it to the next level and beyond. Those that used a BDC in the past as a "Call Center" didn't have the necessary tools, or didn't want to use them. The end result was mediocre results at best or closed it down at worst. A basic BDC can help the Internet Team sell more cars, and help Fixed Ops sell more service. We will provide you with information on how to build a successful BDC with a solid foundation, what analytics to review, layout examples, and checklists for sales and service. If your looking to build or grow a basic BDC, don't miss this presentation.
What action items will attendees take back to the dealerships?
- Determine staffing needs and requirements
- Learn what analytics to monitor
- Provide a daily/weekly/monthly checklist to follow progress
- Learn how to track progress and additional income earned
- Learn ways to grow the BDC into a centralized point for all digital media
Speakers:
George Peters, Internet Sales Manager, Colonial Auto Center
Scheduled on:
Thursday 5/9, from 10:00AM to 10:50AM
Track:
Digital Marketing
Location:
Sebastian I-3
Topic Tags:
analytics
BDC
crm
customer retention
Email Marketing
You'll learn how to convert every opportunity generated from advertising in this hard-hitting session. Regardless of medium; traditional, interactive, social. Opportunities are being generated and need to be converted to sales.
What action items will attendees take back to the dealerships?
- Understand the importance of training your staff on how to identify opportunities and convert them
- Understand the importance of training staff to leverage your unique marketing/value proposition
- Learn the direct correlation between advertising ROI and training.
Speakers:
Grant Cardone, CEO, Cardone Training Technologies
Scheduled on:
Wednesday 5/8, from 9:30AM to 10:20AM
Track:
New Sales
Location:
Sebastian I-4
Topic Tags:
Advertsiing
Lead Conversion
Lead Management
Phone Skills
Joint Session with Kate Frost
Greg Wells and Kate Frost will show you the important steps needed to build a successful team in 2013. There are two sides to the challenge; marketing for leads and the processes to effectively manage the leads for a healthy ROI. Having traveled around the country meeting with dealers, the speakers know first-hand the challenges dealers face when setting up an Internet department. One of the biggest concerns is trying to find the balance between generating leads and marketing your dealership to answering leads and following process effectively. During this session, we'll explore the primary factors dealers need to consider in order to maximize their Internet department's ROI in 2013.
What action items will attendees take back to the dealerships?
• Learn the job descriptions and compensation plans needed for success
• Discover what to focus on and what to let go
• Take home a game plan to set up the proper structure for a successful online sales department
Speakers:
Greg Wells, CEO, All Call Automotive Call Center
Scheduled on:
Wednesday 5/8, from 3:30PM to 4:20PM
Track:
Management
Location:
Sebastian I-1
Topic Tags:
BDC
digital marketing
Internet marketing
ROI
Joint session with Mark Pauze
With 84 percent of Americans acknowledging that online evaluations influence their purchase decisions, an online reputation management strategy is no longer simply a “nice to have” for today’s dealerships - but a necessity. The ideal is an online reputation that enhances the public’s opinion of your dealership and its employees. This perception should convert to sales. Are online reviews helping your dealership drive sales? New quantifiable data shows that dealerships’ online reviews and star ratings do just that – drive new vehicle sales and increase share of brand sales. This session will share results of a DealerRater-Polk study that demonstrates the correlation between dealership online star ratings and dealer vehicle sales. Study results will also compare the sales performance of DealerRater Certified Dealers to the general market as well as to non-certified dealers. Through dealer cases, we'll explore the steps in building & maintaining an online reputation that enhances auto consumers’ interest in doing business with your dealership and its employees.
What action items will attendees take back to the dealerships?
- See quantifiable data that shows the correlation between star ratings and vehicle sales performance
- Secure specific and effective tips for building your online reputation with real, credible reviews
- Learn strategies for adopting a strong offense for online reviews
Speakers:
Heather MacKinnon, Vice President of National Accounts, DealerRater
Scheduled on:
Tuesday 5/7, from 3:00PM to 3:50PM
Track:
Reputation & Loyalty
Location:
Wekiwa 9 & 10
Topic Tags:
reputation management
Reviews
Deliver the online experience customers expect. We'll examine the trade-in and finance aspects of “four-square” and share how technology increases conversion of online shoppers to in-store prospects. Research reveals buyers’ actual shopping behavior prior to purchase, and their level of satisfaction with specific shopping activities — from finding the right dealership to trading in their vehicle — while searching for a new car. Learn how your store can better attract and engage shoppers.
What action items will attendees take back to the dealerships?
- Demonstrate and solve consumer “pain points” during the car shopping process
- Illustrate key reasons car shoppers choose to engage dealers in their car-buying experience
- Provide tips on engaging car shoppers earlier in the shopping process
- Share tools that help dealers effectively guide consumers from online shopping to in-store purchasers
Speakers:
Howard Polirer, Director of Industry Education, AutoTrader.com
Scheduled on:
Tuesday 5/7, from 3:00PM to 3:50PM
Track:
Digital Marketing
Location:
Wekiwa 7 & 8
Topic Tags:
conversion
Customer Behavior
digital marketing
marketing
Most dealers can share examples of how their reviews attracted a new customer, saved a sale or even prompted process improvement, but few have a defined strategy for translating those reviews into bottom-line results. In this workshop, Jack Simmons shares best practices for running a reputation-driven dealership, including success stories from GMs and principals who have successfully integrated reviews throughout sales, service and F&I to drive more profits across their operation.
What action items will attendees take back to the dealerships?
- Understand how consumer-generated content influences consumer shopping behavior
- Learn the potential financial impact of a dealership’s online reputation in sales, service and F&I
- Learn strategies for recruiting, training and compensating for reviews success
- Take away actionable tips for fostering a reputation-driven culture, from establishing processes
Speakers:
Jack Simmons, Dealer Training Manager, Cars.com
Scheduled on:
Tuesday 5/7, from 1:00PM to 1:50PM
Track:
Reputation & Loyalty
Location:
Sebastian I-4
Topic Tags:
branding
Online Reviews
reputation management
social media
During this session Jake McKenzie will discuss the steps necessary that will allow collected information to "work" for the dealership. First you have to make your data actionable. Information can help accomplish your goals and convert shoppers and speed up this process. Secondly, You have to make Your data create optimized experiences. McKenzie will demonstrate how data provides insight into the behaviors of each consumer so you can create segments. Thirdly, make your informatoin develop optimal conversion pathways. We will walk through different customer types and compare their conversion paths. It is not a one-size- fits- all model. Finally, allow your data to create a one-to-one consumer experience. All consumers who shop for vehicles are not the same. Whether it is on the website, social media channels, or in person- being able to give each customer the shopping experience they are looking for and connect the dots.
What action items will attendees take back to the dealerships?
- Learn to connect dots and create a profile for each customer
- Use customer behavior to create a better shopping experience early in the funnel
- Utilize online behavior to make better business decisions for the dealership
Speakers:
Jake McKenzie, Chief Executive Officer, Intermark Group
Scheduled on:
Thursday 5/9, from 10:00AM to 10:50AM
Track:
Data & Analytics
Location:
Sebastian I-2
Topic Tags:
analytics
Behavioral Marketing
conversion
social media
Technology now allows us to gain more insight into auto shopper behavior than ever before. By observing and aggregating data from millions of automotive shoppers across thousands of automotive websites, shoppers are telling us through their behavior exactly what we have always wanted to know; Where do my shoppers come from before going to Google to find me? What sources of advertising drive the highest quality traffic? What inventory should I have to attract buyers in my market? What is my best PPC strategy? Is this lead serious or curious? How do I get better conversions from my website? If any of these questions keep you up at night, or the answer has been impossible to obtain, we now have those answers and many others all based on real-time, observed shopping behavior of millions of automotive shoppers. The ability to analyze this data today, allows us to better anticipate and change tomorrow.
What action items will attendees take back to the dealerships?
- Understand what sources of advertising drive the highest quality traffic
- Learn how to match your inventory to consumer demand in your market
- Know where your ad dollars are working their hardest
- Maximize your PPC and SEM strategy with no waste
- Increase your website performance using shopper engagement data
Speakers:
Jason Ezell, President, Dataium LLC
Scheduled on:
Wednesday 5/8, from 9:30AM to 10:20AM
Track:
Data & Analytics
Location:
Sebastian I-2
Topic Tags:
Advertising
big data
Customer Behavior
Cutomer Relations
Internet marketing
Jay Baer is a hype-free marketing strategist, renowned public speaker and co-author of The Now Revolution, a best-selling book about social media’s impact on a variety of business types. Baer will use real world examples to illustrate how any size dealership can use his 7-step marketing plan to grow revenue and increase profits. Jay Baer is an acclaimed keynote speaker, entrepreneur, technology investor, social media and digital marketing consultant and author. He has a track record of success consulting with more than 700 companies including giants such as Caterpillar, Nike and the state of California.
Speakers:
Jay Baer, ,
Scheduled on:
Tuesday 5/7, from 4:00PM to 5:20PM
Track:
Digital Marketing
Location:
Panzacola
Topic Tags:
The service, parts, and accessories industry is a $300 billion industry. National service center brands like Pep Boys, Jiffy Lube, Firestone, and Goodyear dominate the digital marketplace. There are a few forward-thinking dealers who are fighting back against these large, national players. Jeff Clark, digital fixed operations thought leader, showcases some of the most effective dealers across the United States and the digital strategies that they are using to increase their service business. He provides examples of how dealers are implementing a service-related content marketing strategy to increase their fixed operations online visibility. Clark highlights case studies illustrating how dealers have increased revenue per RO, online appointments, phone calls, coupon prints, and parts/accessories sales. He provides digital strategies for reducing defection, increasing tire sales, and improving service absorption. This session is a must-see for any attendee who influences business decisions on the fixed operations side of the dealership.
What action items will attendees take back to the dealerships?
• How to write effective ads for marketing fixed operations on Google.
• How to create effective campaigns and offers to increase your fixed operations conversion.
• How to properly measure and improve your fixed operations digital marketing.
• How to build effective fixed operations landing pages for maximum conversion.
• How build and optimize a stand alone service website to improve SEO and conversion.
Speakers:
Jeff Clark, EVP, Business Development, DealerOn
Scheduled on:
Wednesday 5/8, from 3:30PM to 4:20PM
Track:
Fixed Operations
Location:
Wekiwa 6
Topic Tags:
Accessories
fixed operations
parts
service
Jeff Cotton will share with you the techniques and processes he used to become the nation’s top selling salesperson for Mercedes-Benz and their ultra highline brand Maybach, Prior to becoming the co-founder of AutoAlert, Inc. Jeff worked at Fletcher Jones Motorcars, in Newport Beach. His counsel on what your sales staff could be doing to sell more cars to make more money and live a normal life is the best in the industry. Jeff Cotton is currently the EVP, and Co-Founder of AutoAlert, Inc. He was previously with Mercedes-Benz for over 20 years where he quickly rose to the top by using technology to help further his career even before computers were available for salespeople in a dealership. He has won many awards as a leader in the industry and has trained countless salespeople on his best practices.
What action items will attendees take back to the dealerships?
- Learn how to get the best out of your sales team
Speakers:
Jeff Cotton, EVP/Co-Founder, AutoAlert, Inc.
Scheduled on:
Wednesday 5/8, from 4:30PM to 5:20PM
Track:
New Sales
Location:
Wekiwa 5
Topic Tags:
Client Retention
sales process
Sales Training
Jeff Cowan will discuss why so many businesses fail in these two areas. He will give you a simple process to ensure that you first have the right goals set and then will show you how to use the right pay plan to guarantee your success in attaining those goals. This is a must attend workshop as it is never the wrong time of year to focus on these two very important aspects of your business.
What action items will attendees take back to the dealerships?
- Understand why you must properly set goals
- Learn to create a pay plan to support established goals
- Get total buy-in from your employees on the goals that you have set
Speakers:
Jeff Cowan, President/Owner, Jeff Cowan
Scheduled on:
Wednesday 5/8, from 4:30PM to 5:20PM
Track:
Fixed Operations
Location:
Wekiwa 6
Topic Tags:
fixed operations
goal-setting
pay plans
Joint session with Scott Pechstein
Scott Pechstein and Jennifer Boland will share the latest results on brand defection, new and used defection, and further define the buying cycle through their relationship with R.L. Polk using OEM and DMV records to identify what Autobytel consumers are buying. Jennifer Boland will then share how to apply this valuable information to your process so that you may capitalize on your opportunities and increase your close ratio.
What action items will attendees take back to the dealerships?
• Gain understanding of the third-party lead consumer and what they are buying
• Identify techniques necessary to maximize your Internet budget
• Learn ways to improve your process to gain more sales from your third-party leads
Speakers:
Jennifer Boland, Owner/Consltant, Simply the Best Business Development
Scheduled on:
Thursday 5/9, from 11:00AM to 11:50AM
Track:
Management
Location:
Wekiwa 5
Topic Tags:
Conversion Rate
lead generation
The fact is four-out-of-five consumers have changed their minds about a recommended purchase based solely on negative information they found online One negative review on a social media site can cost you 30 new customers. How do you get control over distasteful reviews? How do you sink them the bottom of the search stack? In this session learn how dealers that are in control of reviews are proactive at preventing complaints and building keyword rich positive reviews. Every dealer wants great reviews, but who has the time to create a process to generate reviews when you’re busy selling cars? Walk away with specific ways to seamlessly build review generation into the car sales process, making it incredibly easy to capture your rave reviews and at the same time prevent complaints online.
What action items will attendees take back to the dealerships?
- Learn how to choose the most effective reputation technologies
- Learn best practices for responding to negative feedback
- Understand the top 10 things you need to know about your Google Local listing
- Use best practices to maintaining your Google reputation and avoid the black hole
- Know why reviews on your website are hurting you
Speakers:
Jerry Hart, President, eReputationBUILDER
Scheduled on:
Wednesday 5/8, from 2:30PM to 3:20PM
Track:
Reputation & Loyalty
Location:
Sebastian I-4
Topic Tags:
reputation management
Reviews
In this session Jerry Thibeau will focus on teaching you how to grow your business by coupling great CRM practices with outbound telephone techniques. You will learn CRM secrets that will help you build a solid base of prospects and more lifetime customers. Thibeau will also focus on the telephone techniques required to properly engage your CRM customers and prospects. This is a must attend session for anyone in sales.
What action items will attendees take back to the dealerships?
- Learn how to make a great living from your CRM!
- Learn CRM phone techniques that will result in more appointments!
- Stop looking for ups and start creating them!
Speakers:
Jerry Thibeau, CEO, Phone Ninjas
Scheduled on:
Wednesday 5/8, from 8:30AM to 9:20AM
Track:
CRM & Telephony
Location:
Sebastian I-3
Topic Tags:
CRM telephone techniques
More Appointments
Proper CRM Usage
Advertising returns increase when you deliver an effective message to your target audience. Learn why consistent, authentic, and informative messaging drives effectiveness today and see how to quickly assess your messaging. Determine if your messaging is consistent on products, prices, and process? Is it authentic? What do your customers say? Does CSI prove it? What about social media? Does your messaging limit conversions? Can sharing more information increase sales and profits? Consistency is determined by how clear a picture consumers see from manufacturers, dealer marketing associations, and your ads and web site content. Each tier has distinct responsibilities: manufacturers for building interest and consideration, associations to drive traffic with inventory and deals, and dealers to differentiate their stores. Learn to illuminate how your location, people, and processes combine to deliver an exceptional ownership experience in all your messaging.
What action items will attendees take back to the dealerships?
• Learn the essentials of effective advertising: consistency, authenticity, and being informative.
• Review messaging from manufacturer, association, dealer advertising, and web site content.
• Share the information consumers need be assured your dealership is the right choice.
• See how effective messaging can increase sales, profits, and customer retention.
Speakers:
Jim Dykstra, , Comcast Spotlight
Scheduled on:
Wednesday 5/8, from 3:30PM to 4:20PM
Track:
New Sales
Location:
Wekiwa 5
Topic Tags:
Advertising
bounce rates
ROI
Jim Flint will take a deep look into the big data that's available in systems from your Google Analytics, CRM, 20 groups, OEMs and others to develop a baseline on how to take the mountains of information you receive and turn it into meaningful data that you can take action with at your dealership to increase sales and profitability.
What action items will attendees take back to the dealerships?
- Utilize key aspects of Google Analytics to track the effectiveness of your website
- Utilize Pre-Roll statistics to identify potential improved efficiencies at your store
- Triangulate staffing, inventory and advertising metrics to deliver proper ROI
- Understand the big data keys behind mobile market share and penetration
Speakers:
Jim Flint, President and Founder, Local Search Group
Scheduled on:
Wednesday 5/8, from 2:30PM to 3:20PM
Track:
Data & Analytics
Location:
Sebastian I-2
Topic Tags:
big data
crm
google analytics
Joint Session with Christian Salazar
You're biding your time, waiting for someone to recognize all you're doing for the store. Maybe you aren't valued as highly as you should be. Maybe you aren't doing a job you're passionate about any longer, or simply want more power. Why are you here? In this fun and informative session, you will learn tactics to get a promotion, earn more responsibilities, prove your worth to make more money, or find a better job elsewhere. Learn from two automotive Internet professionals, Joe Webb and Christian Salazar, who've climbed the dealership and dealer-partner ladders through discipline, dedication, and desire and will share stories and tips on how to take control of your dealership life.
What action items will attendees take back to the dealerships?
• Learn how to write a job description
• Understand how to write a marketing proposal/business plan for your desired role
• Learn how to negotiate for more money or more responsibility
• Promote teamwork within the dealership
• Prove self-worth and purpose of position
Speakers:
Joe Webb, Founder, DealerKnows Consulting
Scheduled on:
Thursday 5/9, from 11:00AM to 11:50AM
Track:
Management
Location:
Wekiwa 3 & 4
Topic Tags:
In this workshop you will learn the 14 specific best practices that Brandon Honda used to increase its year over year sales in 2012 versus 2011. Brandon Honda increased its new car sales 46 percent and its used car sales 80 percent in the competitive metro market of Tampa, Florida. This session will provide you with an action plan that you could bring back to your dealership and quickly transform your dealership into a digital dominating machine. Marazzi will discuss the strategies and technology used by Brandon Honda to increase its average unique visitor counts to over 20,000 per month and how it was able to convert that increased traffic to leads, appointments, sales and ultimately net profit.
What action items will attendees take back to the dealerships?
• Learn techniques to drastically increase website traffic
• Understand how to increase your dealership's visitor to lead conversion rate
• Learn effective strategies on how to increase appointment visit percentages.
Speakers:
John Marazzi, Owner, Brandon Motors
Scheduled on:
Thursday 5/9, from 11:00AM to 11:50AM
Track:
Digital Marketing
Location:
Wekiwa 7 & 8
Topic Tags:
conversion analytics
lead generation
Unique Visitors
This presentation will cover Facebook's new EdgeRank algorithm, outline the effect that it has on car dealers' social media pages, and give some strategies to defend against the negative impacts that the algorithm can have in the social media world. This presentation will explain the specific functions of EdgeRank, outline how good content quality can defend against the impact of EdgeRank, show how promoted posts can be part of that strategy, and highlight the importance of reputation management in light of the new algorithm.
What action items will attendees take back to the dealerships?
• Develop a solid strategy of engaging content
• Defend your company's online reputation
• Expand social media presence with promoted posts and other strategies
Speakers:
Jon Pastor, CEO, Community Elf
Scheduled on:
Wednesday 5/8, from 2:30PM to 3:20PM
Track:
Social Media
Location:
Wekiwa 9 & 10
Topic Tags:
facebook
social media
Joint session with Ben Koller
When building Acton Toyota's new website, Ben Koller and Justin Brun sought to improve and increase the site's conversion rates. To aid them in this mission, they closely examined the visitors’ site interactions including visitor recordings, mouse move and click heatmaps, form analytics, and more as part of the analytics data. Armed with this information, they were able to create a website that improves page layout, enhances the visitor experience and, above all, increases conversion rates. In this session, they will share with you their website analytics information and present the steps they took to generate more website leads in an effort to help you improve and increase your own website's conversion rates. Special attention will be paid on optimizing vehicle detail pages (VDPs) as their analytics told them, unsurprisingly, that these pages matter most for lead generation. Additionally, they will highlight and discuss a number of other actionable tips and effective strategies you can use to generate more leads from your main website.
What action items will attendees take back to the dealerships?
• Discover new tools to track your in-page web analytics
• Learn how to create better VDPs that increase conversion rates
• Receive actionable tips and strategies and effective tools to generate more leads
Speakers:
Justin Brun, Internet Sales, Acton Toyota
Scheduled on:
Tuesday 5/7, from 1:00PM to 1:50PM
Track:
Digital Marketing
Location:
Wekiwa 7 & 8
Topic Tags:
conversion analytics
lead generation
website conversion
Joint session with Michael Weiss
The Internet has fundamentally changed the way car buyers shop online and this session will discuss how to use behavioral targeting, geo-targeting and proven psychological principles to increase web conversions. We will evaluate customer modeling from search to repeat purchases — as well as strategies dealers can employ to target customers at each stage of the buying cycle. The goal is to provide a comprehensive inventory of aggressive web strategies, key performance indicators, and web and business analytics metrics that GMs and owners can use to measure success their success.
What action items will attendees take back to the dealerships?
• Determine online success using five proven analytics and key performance indicators.
• Increase your leads and sales with tested pay-per-click strategies.
• Utilize behavioral targeting to cost-effectively conquest off-brand clients.
• Increase conversion rates using smart, proven web page changes.
Speakers:
Justin Cook, Vice President, C-4 Analytics
Scheduled on:
Wednesday 5/8, from 4:30PM to 5:20PM
Track:
Digital Marketing
Location:
Wekiwa 7 & 8
Topic Tags:
Advertising
Behavioral Targeting
Paid search
website conversion
For decades we have understood the importance of branding our dealerships and have communicated our brand messages through traditional mediums such as TV, radio, outdoor, and print. As more and more shoppers rely on the internet throughout their car shopping process, it is critical that your brand remains front and center. In this session we will share best practices for promoting your dealership's brand and engaging with customers before the lot, on the lot, and how to amplify the attachment to your brand after the lot. More specifically, we will discuss the increased efficiency and effectiveness that video, display (banner), and mobile ads can bring to your dealership. Participants will leave with a strong understanding of what it takes to win in the Zero Moment of Truth (ZMOT) and how to make your brand stand out from the competition.
What action items will attendees take back to the dealerships?
- Learn best practices for promoting their dealership before the lot (video/display)
- Learn best practices for promoting their dealership on the lot (mobile)
- Learn best practices for promoting your dealership after the lot (social)
Speakers:
Kate Balingit, Dealer Jumpstart Strategist, Google, Inc.
Scheduled on:
Wednesday 5/8, from 2:30PM to 3:20PM
Track:
Digital Marketing
Location:
Panzacola
Topic Tags:
branding
display
engagement
mobile
social
Video
Joint Session with Greg Wells
Greg Wells and Kate Frost will show you the important steps needed to build a successful team in 2013. There are two sides to the challenge; marketing for leads and the processes to effectively manage the leads for a healthy ROI. Having traveled around the country meeting with dealers, the speakers know first-hand the challenges dealers face when setting up an Internet department. One of the biggest concerns is trying to find the balance between generating leads and marketing your dealership to answering leads and following process effectively. During this session, we'll explore the primary factors dealers need to consider in order to maximize their Internet department's ROI in 2013.
What action items will attendees take back to the dealerships?
• Learn the job descriptions and compensation plans needed for success
• Discover what to focus on and what to let go
• Take home a game plan to set up the proper structure for a successful online sales department
Speakers:
Kate Frost, CEO, Kate Frost, Inc.
Scheduled on:
Wednesday 5/8, from 3:30PM to 4:20PM
Track:
Management
Location:
Sebastian I-1
Topic Tags:
BDC
digital marketing
ROI
Twitter adds 11 accounts every second. Your customers are on Twitter. Shouldn’t you be there too? Your store can enjoy a unique competitive advantage. Tweeting alone won’t magically generate customers; but done right, Twitter’s drawing power is sales magic. Discover just one Twitter strategy in this session that attracts new and better buyers, and your time investment pays for itself many times over. Are you ready to build a loyal following, reach more prospects and close more sales? Dealership Social Media expert Kathi Kruse shows you how. You get real-time answers from someone who’s living, breathing and doing automotive Social Media everyday. Kathi’s proven techniques and insider secrets will help you maximize Twitter’s full potential NOW!
What action items will attendees take back to the dealerships?
- Master the language of Twitter (what the heck is a hashtag, anyway?)
- Learn Twitter marketing tactics that get you the best results
- Learn Twitter marketing tactics that get you the best results
- Identify powerful content strategies to increase your influence on twitter
- Know what NOT to do: why your ability to listen, engage and respond matters
Speakers:
Kathi Kruse, Founder/CEO, Kruse Control Inc.
Scheduled on:
Tuesday 5/7, from 3:00PM to 3:50PM
Track:
Social Media
Location:
Sebastian I-4
Topic Tags:
automotive
marketing
social media
twitter
Hiring the right person is critical to your dealership's success. Are you attracting the candidates you want to hire or only the ones who need a job? Do really know the qualities required in a top salesperson? Can you use this information to make not just a good hiring decision but a great one? In this session you will learn how to qualify the behaviors that your top-performing sales reps demonstrate that their average-performing counterparts do not and how to use this information in recruiting and interviewing. At the end of this session you will have confidence that your next sales hires will succeed in their role.
What action items will attendees take back to the dealerships?
- Learn how to qualify the behaviors that your top-performing sales reps demonstrate
- Learn how to attract "passive candidates" and why those are the candidates you want
- Establish a cost effective and compliance background screening program
- Eliminate common mistakes in the interview process
Speakers:
Kathryn Carlson, Director, HR Management Products, KPA
Scheduled on:
Thursday 5/9, from 11:00AM to 11:50AM
Track:
Management
Location:
Sebastian I-1
Topic Tags:
Hiring
Human Resources
recruiting
Sales Training
We will take an in-depth look at the behaviors that drive traffic and lead customers to start shopping. We will then also utilize principles from the book "How Full Is Your Bucket?" and by turning those principles back into consumer behaviors and needs we will begin to understand how to create practices that move shoppers into buyers, service customers, or friends.
What action items will attendees take back to the dealerships?
• Attendees will receive a copy of the book "How Full Is Your Bucket?"
• We will do an overview of it in detail, and learn its principles.
• We will discuss why customers' needs are not being addressed.
• You will then be able to institute change into your dealership to drive higher monetization and better customer satisfaction.
Speakers:
Ken Potter , Vice President, Dealer Development, TrueCar
Scheduled on:
Tuesday 5/7, from 2:00PM to 2:50PM
Track:
New Sales
Location:
Sebastian I-3
Topic Tags:
Consumer data is abundant and valuable, yet many dealers fail to fully exploit its potential. This session will explore the legal guidelines surrounding consumer data, and provide a “how to” guide for effective monetization. We will also explore warning signs from vendors, questions that should be asked, and common misconceptions. Lastly, attendees will be provided a form data usage agreement to be signed by vendors prior to sending DMS data to ensure data privacy.
What action items will attendees take back to the dealerships?
- Obtain a “How to” guide for effective monetization of consumer data
- Learn what questions to ask vendors, and warning signs to look for
- Know what the common misconceptions are regarding the legal use of data
Speakers:
Ken Schwartz, CEO, CityTwist
Scheduled on:
Tuesday 5/7, from 1:00PM to 1:50PM
Track:
Digital Marketing
Location:
Panzacola
Topic Tags:
Data
DMS
Monetization
Are you frustrated because you can't find good people to work for your dealership? Are you still using antiquated job postings, newspaper ads, and "Now Hiring" signs out in front of your store? If you have already learned the hard way that what you’re doing isn’t working and that you’re wasting precious time and money in the process of trying to recruit top talent then you can’t afford to miss this presentation. Kevin Bradberry, the president and CEO of TK Worldwide, Inc. will show you how to find, hire, recruit, and retain the industry’s top talent using very cost effective and simple digital marketing techniques on the internet. In 2012 TK Worldwide completed a national “Rapid Recruiting Pilot Program” for Ford Motor Company and as a result is the only in dealership recruiting company in the nation to be highlighted by an OEM. Let Kevin Bradberry show you how to eliminate your recruiting challenges once and for all using only the Internet.
What action items will attendees take back to the dealerships?
- How to find the industry's best talent to work for your dealerships using only the Internet
- Learn how to write a job posting that actually works
- Learn where to find the best talent and how to get them into your dealership
Speakers:
Kevin Bradberry, CEO President, TK Worldwide, Inc.
Scheduled on:
Tuesday 5/7, from 3:00PM to 3:50PM
Track:
Management
Location:
Sebastian I-1
Topic Tags:
Hiring
Job Postings
Looking for straight talk and truthful facts? This will be a candid session where we debunk the top myths in automotive e-commerce. Is SEO dead? Does "Just get 'em in" generate showroom traffic? Do more leads mean more sales? Is big data a big deal? Is every expert really an expert?
What action items will attendees take back to the dealerships?
• Identify whether SEO is really dead - and what you need to do
• Measure your ROI in a different way that shows true results
• Identify whether an "expert" is really just that
• Adjust your working hours to bring more performance
• Increase showroom traffic by eliminating old-school sales tactics
Speakers:
Kevin Frye, eCommerce Director, Jeff Wyler Automotive Family
Scheduled on:
Tuesday 5/7, from 2:00PM to 2:50PM
Track:
Data & Analytics
Location:
Sebastian I-2
Topic Tags:
big data
marketing
ROI
seo
social media
Joint session with Nicholas Williams
Your dealership website is boring. You have the same, canned content found on hundreds of other websites across the country. But, here comes some good news, it doesn’t have to be this way! You can break out of this dismal state and shine like a star among your competitors. How? Custom content! If driving more website traffic and converting more visitors are interests of yours, you’re going to want to attend this session. First, we’ll start with why landing pages should be a core focus of your marketing efforts. Next, we’ll take a look at the components that are needed to develop an effective landing page. Finally, we’ll show you the long-term benefits of this investment and how easily this can be done in-house.
What action items will attendees take back to the dealerships?
• Learn why custom content is crucial to the success of your website
• Understand the key components of an effective landing page
• Learn how building landing pages in-house can be cost effective
Speakers:
Kevin Gordon, e-Commerce Director, Jim Pattison Group
Scheduled on:
Wednesday 5/8, from 8:30AM to 9:20AM
Track:
Digital Marketing
Location:
Wekiwa 7 & 8
Topic Tags:
Landing pages
lead generation
seo
website content
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.
What action items will attendees take back to the dealerships?
- Understand the “cloud” and its purpose
- Identify ways to reduce costs in I.T. Infrastructure
- Realize the risk and effects of email done wrong
- Comprehend the cost of “prospect theft” – when employees leave with your customer
- Understand the importance of an updated and secure network
Speakers:
Kevin McMillen, CEO , MS Cloud Services
Scheduled on:
Wednesday 5/8, from 8:30AM to 9:20AM
Track:
Management
Location:
Sebastian I-1
Topic Tags:
Cloud
Compliance
Productivity
The Internet has impacted and changed nearly every aspect of the retail and wholesale marketplace. From in-lane simulcast auctions to online click bid auctions. However, some things have not changed: your ability to quickly search and find large amounts of retail ready inventory, your cost to buy and sell vehicles at auction, and the ability to conduct dealer-to-dealer trading in a closed no cost network...until now. In this session Kraig Quisenberry will reveal how your dealership can find the largest amount of retail ready inventory that you want, while saving thousands of dollars on auction fees. You will learn how the wholesale network is undergoing significant changes that will improve your cash flow and inventory turn-rate. You will discover how top performing dealers maximize their retail closing rates and gross profit through a free closed network mobile application. Change is inevitable, but these changes will dramatically improve your bottom line.
What action items will attendees take back to the dealerships?
• Learn how to find the largest retail ready inventory available and search it faster
• Discover new no fee wholesale channels
• Learn how to have your own private online trading network
Speakers:
Kraig Quisenberry, Dealer Advocate, DealerMatch
Scheduled on:
Tuesday 5/7, from 2:00PM to 2:50PM
Track:
Pre-Owned Sales
Location:
Wekiwa 3 & 4
Topic Tags:
auctions
pre-owned
Learn how Lexus of Orlando went from 35th in the nation to 15th in new cars sales in just a few months through the utilization of behavioral based incentive marketing tools across all their marketing channels. Marketing campaigns that give shoppers a compelling offer, a clear call to action and a relevant incentive result in more leads, more shows and more sales. Learn the right way to structure campaigns across multiple channels including direct mail and e-mail, traditional media, campaign offer landing pages and microsites, in-store merchandising, search marketing and more. See how Lexus of Orlando uses incentive based marketing the right way to capture more leads, to establish relationships and trust with shoppers resulting in higher closing rates. We’ll show you how we tracked all the results and how they are displayed in one simple to analyze online marketing dashboard. If you can’t track all the metrics from your campaigns you’re not maximizing your marketing budget.
What action items will attendees take back to the dealerships?
The right way to use incentive-based marketing
The importance of having a consistent call to action, offer and incentive in your marketing campaigns
How to do it and track the results
Learn the common pitfalls in direct mail, e-mail and PPC campaigns
Speakers:
Larry Bruce, President/CEO, OnlineDrive
Scheduled on:
Thursday 5/9, from 1:00PM to 1:50PM
Track:
DD Case Studies
Location:
Wekiwa 1 & 2
Topic Tags:
Being good online isn't good enough, you have to be remarkable. This workshop will show you seven sins most every dealer commits that keeps them from being remarkable and so they end up invisible.
What action items will attendees take back to the dealerships?
- How to get more out of your internet marketing for no more money
- What really drives rank today
- What it takes to get a lead and get a show
- How referrals work today
Speakers:
Larry Bruce, CEO, OnlineDrive
Scheduled on:
Tuesday 5/7, from 3:00PM to 3:50PM
Track:
Digital Marketing
Location:
Wekiwa 5
Topic Tags:
Behavioral Targeting
Content Marketing
conversion optimization
PPC Marketing
seo
Website
Sub-prime customers is the largest growing segment of the used car market. As the finance institutions have returned, the game has changed and now a much more sophisticated lender and customer is hitting the dealerships. Are you doing the best job? Do you have all the elements to maximize profit? If not, you might want to attend this workshop. It will teach you how to set up the sales process and beyond. Also, how has the internet impacted this segment of the business? Being sub-prime does not mean that this is not a savvy shopper who wants value and a pleasant experience or will not return to the dealership for service and trade-in. Check it out, and see what you have been missing.
What action items will attendees take back to the dealerships?
- Learn how to get you sub-prime deals purchased by today's lending institutions
- Correctly identify what vehicles work best for the customers you are attracting
- Learn how to tap into the fastest growing segment of the used car market
- Eliminate the funding issues that hamper your cash flow
Speakers:
Lisa Bundy, Consultant, CarGirl, Inc.
Scheduled on:
Wednesday 5/8, from 2:30PM to 3:20PM
Track:
Pre-Owned Sales
Location:
Wekiwa 3 & 4
Topic Tags:
bad credit
special finance
sub-prime customer
LUNCH
Lunch in the Exhibit Hall
Speakers:
Lunch in the Exhibit Hall, ,
Scheduled on:
Wednesday 5/8, from 12:00PM to 1:30PM
Track:
General
Location:
Exhibit Hall
Topic Tags:
Eat
Exhibits
Lunch
This workshop will introduce Google Analytics, a free platform that can be used to track/measure your digital marketing efforts with Google as well as with other Digital partners. Participants will not only learn how to pull basic reports in Google Analytics, but they will also learn tactics for measuring success beyond the lead form.
What action items will attendees take back to the dealerships?
- Gain a comprehensive overview of Google Analytics
- Learn how to pull reports to help them evaluate their Digital Marketing efforts
- Learn tactics to measure success beyond the lead form
Speakers:
Marianna Kerppola, Dealer Jumpstart Account Planner, Google, Inc
Scheduled on:
Wednesday 5/8, from 9:30AM to 10:20AM
Track:
Digital Marketing
Location:
Panzacola
Topic Tags:
analytics
digital marketing
display
measuring success
search
Video
CityTwist’s Case Study review will focus on dealerships that currently use CityTwists’ Conquest Email Advertising Solution to get new customers each and every month. Performance of campaigns for domestic, import and luxury dealers from around the country will be reviewed. Through our data sources including R.L. Polk’s Purchase Indicator we are emailing only identified buyers: targeting the right consumers at the right time. We will also review CityTwist’s full circle transparent tracking. With Google Analytics dealers verify the quantity and quality of CityTwist’s website traffic, as well as the performance of the dealership’s other advertising services. We consistently beat AutoTrader.com, Cars.com, and Facebook… and usually we beat them combined! Lastly, we will review sales reports from the e-mail campaign using R.L. Polk’s Sales Match Report. From small town dealers to large dealer groups our results are consistent and proven. Our dealers see a marketing cost per car sold of $250 on average compared to the NADA average of $641.
What action items will attendees take back to the dealerships?
How to drive new customers with e-mail advertising
How to evaluate performance with website analytics
How to drive marketing cost per car sold from $641 to $250
Speakers:
Mark LeFevre, Vice President of Sales, CityTwist
Scheduled on:
Thursday 5/9, from 12:00PM to 12:50PM
Track:
DD Case Studies
Location:
Wekiwa 1 & 2
Topic Tags:
Joint session with Heather MacKinnon
With 84 percent of Americans acknowledging that online evaluations influence their purchase decisions, an online reputation management strategy is no longer simply a “nice to have” for today’s dealerships - but a necessity. The ideal is an online reputation that enhances the public’s opinion of your dealership and its employees. This perception should convert to sales. Are online reviews helping your dealership drive sales? New quantifiable data shows that dealerships’ online reviews and star ratings do just that – drive new vehicle sales and increase share of brand sales. This session will share results of a DealerRater-Polk study that demonstrates the correlation between dealership online star ratings and dealer vehicle sales. Study results will also compare the sales performance of DealerRater Certified Dealers to the general market as well as to non-certified dealers. Through dealer cases, we'll explore the steps in building & maintaining an online reputation that enhances auto consumers’ interest in doing business with your dealership and its employees.
What action items will attendees take back to the dealerships?
- See quantifiable data that shows the correlation between star ratings and vehicle sales performance
- Secure specific and effective tips for building your online reputation with real, credible reviews
- Learn strategies for adopting a strong offense for online reviews
Speakers:
Mark Pauzé, Sr. Product Marketing Manager – Analytics and Consulting, Polk
Scheduled on:
Tuesday 5/7, from 3:00PM to 3:50PM
Track:
Reputation & Loyalty
Location:
Wekiwa 9 & 10
Topic Tags:
reputation management
Reviews
One-price selling provides numerous benefits to dealerships including the ability to attract more female and college educated sales consultants. It also lowers transaction costs while improving front end gross profit. This workshop will provide information about why this process is working in over 150 dealerships. You will learn the mechanics of a unique sales process. Sales and management compensation plans will be shared. Eight methods for recruiting a younger, better educated and gender balanced sales force will be shared. Transitioning to a one price sales process is not easy and takes a significant amount of vision and commitment. You will also learn the four reasons one price fails.
What action items will attendees take back to the dealerships?
• Learn about sales and management compensation plans that really work
• Learning the mechanics of a unique sales process
• Understand the eight methods for recruiting a younger, better educated and gender balanced sales force
Speakers:
Mark Rikess, CEO, The Rikess Group
Scheduled on:
Tuesday 5/7, from 2:00PM to 2:50PM
Track:
New Sales
Location:
Wekiwa 5
Topic Tags:
one price selling
pay plans
sales process
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:
• 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
Speakers:
Mark Schaefer, , BusinessGrow
Scheduled on:
Thursday 5/9, from 8:30AM to 9:50AM
Track:
Social Media
Location:
Panzacola
Topic Tags:
facebook
social media
Despite the unemployment rates, over three million jobs go unfilled every day in our country. The problem? It’s less of a war for talent and more of a war for skills. The big focus is skills because the skills that people need right now to help a company thrive are different than they were even a couple of years ago due to changing technology. Recruiting experts are focusing on Generation Y (a.k.a. Millennials) because they will make up over 50% of the workforce in the next couple of years. Millennials and Baby Boomers have inherently different job search styles, given their experience with technology and how they interact with it: Where Millennials were born into the digital landscape, Boomers had to learn it as technology evolved over their lifetimes. It’s crucial that employers understand the differences between how these two groups search for jobs as they consider how to connect with both of these groups.
What action items will attendees take back to the dealerships?
-Build an employment brand that will resonate with today's talent pool
-Utilize technology to build a pipeline of potential candidates
-Evaluate your existing recruitment process
Speakers:
Meghan Musbach, Regional Sales Manager, CareerBuilder-Automotive
Scheduled on:
Thursday 5/9, from 11:00AM to 11:50AM
Track:
Management
Location:
Sebastian I-2
Topic Tags:
Employment Brand
recruiting
Recruiting Millenials
Talent Communities
Your technology is only as good as your message! This workshop will teach you how to connect with more Internet leads. You will learn three simple methods to create rapport when using e-mail. By following these proven steps your conversion rate will increase a minimum of 15 percent.
What action items will attendees take back to the dealerships?
• Learn how to speak the language of e-mail
• Understand how to interpret and decode e-mails
• Discover what motivates your customer
• Learn how to create persuasive replies that open more doors to potential customers
• Avoid the most common mistakes when using e-mail
Speakers:
Michael Carrigan, CEO, Don
Scheduled on:
Thursday 5/9, from 10:00AM to 10:50AM
Track:
Digital Marketing
Location:
Sebastian I-4
Topic Tags:
customer relations
email
Internet marketing
Joint session with Justin Cook
The Internet has fundamentally changed the way car buyers shop online and this session will discuss how to use behavioral targeting, geo-targeting and proven psychological principles to increase web conversions. We will evaluate customer modeling from search to repeat purchases — as well as strategies dealers can employ to target customers at each stage of the buying cycle. The goal is to provide a comprehensive inventory of aggressive web strategies, key performance indicators, and web and business analytics metrics that GMs and owners can use to measure success their success.
What action items will attendees take back to the dealerships?
• Determine online success using five proven analytics and key performance indicators.
• Increase your leads and sales with tested pay-per-click strategies.
• Utilize behavioral targeting to cost-effectively conquest off-brand clients.
• Increase conversion rates using smart, proven web page changes.
Speakers:
Michael Weiss, Partner, C-4 Analytics
Scheduled on:
Wednesday 5/8, from 4:30PM to 5:20PM
Track:
Digital Marketing
Location:
Wekiwa 7 & 8
Topic Tags:
Advertising
Behavioral Targeting
Website
A soft spot has been identified in the automotive industry – video email, video walkarounds. In keeping with the sweeping technological revolution that has gripped our industry, Mike DeLong believes that the time is now for dealers to implement their 2013 Video Initiative Strategy which will significantly improve service and sales communications and retention, enhancing the customers’ buying and ownership experience. Through this new technique of notifying customers using video techniques, car dealerships will see an increase in loyalty retention, sales and customer prospects in a primary market area. This will also allow for businesses from throughout the U.S. to communicate best practices and industry knowledge.
What action items will attendees take back to the dealerships?
- Craft video messaging that impacts customer retention, sales growth and market share
- Learn “How To” implement your video strategy
- Review your dealerships communications and learn how QR codes and video can collaborate
Speakers:
Mike DeLong, CoVideo Brand Manager, EasyCare
Scheduled on:
Wednesday 5/8, from 9:30AM to 10:20AM
Track:
Digital Marketing
Location:
Wekiwa 7 & 8
Topic Tags:
customer retention
Email Marketing
lead generation
Video
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. We'll also discuss common pitfalls to avoid.
What action items will attendees take back to the dealerships?
- Understand 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.
- Learn how to track and measure the improved efficiencies in the service department
- Know what the common pitfalls are from 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.
Speakers:
Mike Esposito, President and CEO, Auto/Mate Dealership Systems
Scheduled on:
Thursday 5/9, from 11:00AM to 11:50AM
Track:
Fixed Operations
Location:
Wekiwa 6
Topic Tags:
auto dispatch
DMS
service advisors
service managers
service productivity
service technicians
Joint session with Kevin Gordon
Your dealership website is boring. You have the same, canned content found on hundreds of other websites across the country. But, here comes some good news, it doesn’t have to be this way! You can break out of this dismal state and shine like a star among your competitors. How? Custom content! If driving more website traffic and converting more visitors are interests of yours, you’re going to want to attend this session. First, we’ll start with why landing pages should be a core focus of your marketing efforts. Next, we’ll take a look at the components that are needed to develop an effective landing page. Finally, we’ll show you the long-term benefits of this investment and how easily this can be done in-house.
What action items will attendees take back to the dealerships?
• Learn why custom content is crucial to the success of your website
• Understand the key components of an effective landing page
• Learn how building landing pages in-house can be cost effective
Speakers:
Nicholas Williams, e-Commerce Specialist, Jim Pattison Auto Group
Scheduled on:
Wednesday 5/8, from 8:30AM to 9:20AM
Track:
Digital Marketing
Location:
Wekiwa 7 & 8
Topic Tags:
seo
website content
Whether a shopper uses their mobile device to read reviews right on the dealership lot, compares vehicle features and dealerships online or reaches out to their social networks for recommendations, the digital age offers consumers 24/7 access to information and empowers them to take control of the car-buying process. Particularly in the case of new-car shoppers, consumers are seeking out information about a dealership’s brand and reputation, not just inventory listings. In fact, 80 percent of Cars.com shoppers considering a new vehicle seek out dealership-level information, such as dealer reviews and dealer profile information. In this workshop, Nick Hummer, Cars.com director of new car strategy, leads a panel of dealers and experts in a discussion about how their dealership brand – not just their inventory – drives more awareness and influence with new-car shoppers at critical moments during their online journey.
What action items will attendees take back to the dealerships?
- Understand how to aligning marketing investments with how today’s consumers shop
- Amplify manufacturer marketing and incentives to drive more local business
- Recognize the power of reputation in getting shoppers to choose your store over the competition
- Measuring new-car advertising performance, gauging ROI and using data to drive process improvement
Speakers:
Nick Hummer, Director, New Car Strategy, Cars.com
Scheduled on:
Wednesday 5/8, from 8:30AM to 9:20AM
Track:
New Sales
Location:
Panzacola
Topic Tags:
mobile
New Sales
reputation management
Reviews
Workshop attendees will get an exclusive look into unique cutting-edge research on how Gen-X and Gen-Y consumers make their vehicle purchasing decisions. Patrick McMullen will help dealers understand this new way of thinking—and provide the keys to a developing a successful online strategy for younger buyers.
What action items will attendees take back to the dealerships?
• Why the traditional buying funnel is broken — and the right way to capture younger buyers.
• An exclusive look at the typical “decision journey” for Gen X and Gen Y.
• What really influences Gen-X and Gen-Yconsumers’ decisions when picking specific cars online.
• The importance and role of franchise with Gen X and Gen Y online.
• Where your online buyers are really coming from.
• How consumers are using mobile on the lot (hint: comparing you to your competition).
• What you can do to level the playing field with the consumer on the lot.
Speakers:
Patrick McMullen, Vice President, Sales, MAX Systems
Scheduled on:
Tuesday 5/7, from 1:00PM to 1:50PM
Track:
Digital Marketing
Location:
Wekiwa 9 & 10
Topic Tags:
Internet
mobile
Mobile Apps
Smart phones
This is not your normal workshop about what to post on social sites or how to get your staff socially involved. The real power of social media is the ability to target specific individuals on these sites based on their individual digital profile. Potratz will be sharing the strategies of how to pinpoint individuals that are actively in need of a car, extended warranty, vehicle repairs and much more. Social media advertising if done strategically will generate more leads than another source. This creative strategy is one that you won't find other dealers doing in your market...Yet! You will learn how to implement this campaign and instantly drive leads for new, used and service. The strategy works in rural and metro markets. When you attend this workshop you will provided a free step by step video tutorial of "How to Leverage Facebook Advertising and Increase Sales".
What action items will attendees take back to the dealerships?
- Understand how to set up a social media advertising which targets specific individuals
- Learn what the headlines to use to drive leads
- Review the creative ads that drive the most response
- How much to budget for new cars, used cars, service
Speakers:
Paul Potratz, COO, Potratz Advertising
Scheduled on:
Wednesday 5/8, from 4:30PM to 5:20PM
Track:
Social Media
Location:
Wekiwa 9 & 10
Topic Tags:
exchange
facebook
facebook offers
retargeting
social media
Roughly a decade ago, we had four mediums we used to advertise - TV, radio, print (newspaper) and outdoor. These mediums were dominate for decades and for the most part they remained consistent with their offerings. As customer have shifted their behavior to the Internet, we are now forced to learn a new platform. This platform contains multiple components (search, mobile, display, video, social, etc.) and changes on a daily basis. How can you keep up with this changing environment? This session aims to simplify the role of the internet and demonstrate how you can effectively and efficiently reach your target audience.
What action items will attendees take back to the dealerships?
• Identify direct response and branding tacts online
• Understand best practices to implement at the dealership to reach your target customer
• Learn how to measure success beyond the lead form
Speakers:
Peter Leto, Dealer Jumpstart Strategist, Google
Scheduled on:
Tuesday 5/7, from 2:00PM to 2:50PM
Track:
Digital Marketing
Location:
Panzacola
Topic Tags:
digital marketing
display
fundamentals
local
mobile
search
social
Video
In this presentation Peter Martin will be going over important processes on how to increase sales, from who should handle Internet leads, to how to successfully deliver email marketing campaigns and engage your customers. Martin will introduce new ways to avoid spam filters and increase the number of customers you are able to reach. In addition, he will show you how to create personalized emails that ensure customer engagement and increase traffic to your website. Once the customers are in your dealership, there are key processes to implement that will ensure a relationship of trust is created with the customer as soon as they walk in the door. This presentation will show you how to improve the quality of your entire sales process and increase your sales immediately.
What action items will attendees take back to the dealerships?
• Learn how to review and critique your email templates
• Understand how to repair and correct data collection issues with your website
• Obtain a model for ongoing e-mail marketing to prospects/leads
• Learn to measure success of e-mail marketing in dealership
Speakers:
Peter Martin, President, Cactus Sky Communications
Scheduled on:
Tuesday 5/7, from 2:00PM to 2:50PM
Track:
Digital Marketing
Location:
Wekiwa 7 & 8
Topic Tags:
Email Marketing
Internet marketing
ROI
The latest focus from Google is TrueView. You have probably experienced TrueView by watching a pre-roll ad on YouTube when clicking on a video clip that you selected. The great opportunity with TrueView is you can target viewers who are already engaged in automotive video and prospects in your DMA that are actively interested in watching automotive video content. Think of TrueView as Video SEM. You can now add the emotion of the television experience to your digital advertising. We will review dealer case studies on metrics, message and results.
What action items will attendees take back to the dealerships?
- Identify how to build a plan for video SEM/ Google's TrueView
- Identify the metrics tied to effectively managing TrueView campaigns
- Identify key messages to move the prospect from the video pre-roll to your website
- Learn why video advertising compliments your existing SEO and SEM efforts
Speakers:
Phil Sura, VP, UnityWorks Media
Scheduled on:
Thursday 5/9, from 11:00AM to 11:50AM
Track:
Digital Marketing
Location:
Wekiwa 9 & 10
Topic Tags:
Google
Pre-roll
SEM
Video SEM
Rafi Hamid will share current practical examples and results specifically derived from the last two years within a large automotive group. How did they achieve staggering results by employing basic tactics? How did they sync all dealerships across the group and all departments across the dealership to achieve the desired objectives? It is teamwork and without a team coach and a leader, and without the knowledge, you cannot achieve your objectives in 2013. Dealer or dealer group, Hamid will share the vision and management view linking all that with performance and the bottom line. The effect is enormous and undeniable. It is not enough to know what works, because with that you have to know what doesn't work as well and that will be a major factor in your success in 2013. Like structure, process and auto marketing is totally dependent on tools, technology, training and support from top down. Let’s make it happen. Knowledge is power.
What action items will attendees take back to the dealerships?
- If you can't measure it, you can't manage it. This session will provide you with the what and how to for measuring success
- Learn tips on how to take control of your website for best overall results
- Takeaway a blueprint to transform your dealership from dealer-centric to customer-centric
Speakers:
Rafi Hamid, President - CEO, Dealers Technology Inc.
Scheduled on:
Wednesday 5/8, from 4:30PM to 5:20PM
Track:
Management
Location:
Sebastian I-1
Topic Tags:
crm
Dealership Groups
Management
Live chat is a hot topic in the dealer's digital arsenal. What types of services are out there? What do you need to know before just jumping on the chat bandwagon? ActivEngage is hosting a panel of dealer digital experts who will discuss processes and best practices in successfully implementing and sustaining chat at your store. The panelists will show you the different chat services available, their strengths, and the results you can expect to get from live chat. They will also discuss the impact on sales , service and part departments.
What action items will attendees take back to the dealerships?
• What live chat is and its effectiveness.
• Answering questions on staffing and best practices for live chat.
• How live chat impacts all dealership departments.
• What are the pitfalls of live chat?
• Why chat is incremental business
Panelists
Kevin Frye, e-Commerce Director, Jeff Wyler Automotive Family
Justin Brun, e-Commerce Manager, Acton Toyota
Speakers:
Ralph Ebersole, OEM and Business Development Guru, ActivEngage
Scheduled on:
Tuesday 5/7, from 3:00PM to 3:50PM
Track:
Digital Marketing
Location:
Panzacola
Topic Tags:
chat
lead generation
service
Nothing has affected how people buy cars more than the Internet. In fact, you can safely assume that more than 90 percent 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?
• Learn how the Internet influences car shoppers
• Learn how you can influence shoppers with great merchandising and information
• Understand why you need to manage your online reputation
Speakers:
Randy Johnson, National Dealer Trainer, AutoTrader.com
Scheduled on:
Tuesday 5/7, from 8:30AM to 9:50AM
Track:
Digital Marketing
Location:
Panzacola
Topic Tags:
best practices
consumer behavior
digital marketing
merchandising
The automotive world is filled with information truth sayers that provide complicated methods claimed to identify cost effective solutions. Dealerships collect massive amounts of data that lack any behavioral, value, or timed sequential information. Frequency, severity, condition, reliability and verification characteristics are rarely if ever used to identify attributes that actual can turn into useful information. CRM providers allow dealership personnel to enter data that goes beyond name, address, phone, vehicle of interest or current vehicle, yet in the vast majority of cases none of the other fields are ever touched. This session will revisit the key data elements needed and provide simple methods to develop and execute predictive models.
What action items will attendees take back to the dealerships?
- Translate data into actionable information
- Create a solid foundation to grow you marketing analytics
- Develop a data driven approach to predicting the lifetime value of a customer for planning
- Understand what drives your customers and how to segment them by values
- Create system accountability to align analytics based on technical, tactical & strategic execution
Speakers:
Ray Fenster, Thought Leader, In The Que, LLC
Scheduled on:
Wednesday 5/8, from 3:30PM to 4:20PM
Track:
Data & Analytics
Location:
Sebastian I-2
Topic Tags:
analytics
big data
crm
Communication is everything. Empower your service department and management team with tools that build connections with customers and drive retention throughout the life cycle of the vehicle.
What action items will attendees take back to the dealerships?
- Develop a client retention strategy that builds trust between dealership and customer
- Develop processes that turn service customers into new vehicle sales customers
- Create marketing strategies that engage customers who've declined recommendations with follow up
- Create a personalized service experience utilizing mobile technology
- Identify new opportunities, metrics to identify and remedy inefficiencies in service workflow
Speakers:
Rich Holland, President, MPi
Scheduled on:
Tuesday 5/7, from 1:00PM to 1:50PM
Track:
Fixed Operations
Location:
Wekiwa 6
Topic Tags:
customer retention
fixed operations
mobile
service
social media
Joint Session with Anthony Bartoli
Chances are you have a CRM or lead management tool. Most stores do. But are you effectively managing the tool to maximize sales? In this session we will discuss proper utilization and management of your CRM tool.
What action items will attendees take back to the dealerships?
- Learn how to manage your salespeople from the CRM
- Understand what reports you should be looking at from your CRM.
- Learn how to drive your virtual dealership
Speakers:
Richard Lucy, e-Marketing Director, Tim Dahle Nissan
Scheduled on:
Wednesday 5/8, from 9:30AM to 10:20AM
Track:
Management
Location:
Sebastian I-1
Topic Tags:
Stop the madness! The traditional purchase funnel only exists when allowed, and can certainly be influenced by providing trust-building information and effective, targeted communication to potential buyers. KBB.com shoppers defined their shopping and buying expectations in feedback compiled in the annual Kelley Blue Book Market Intelligence Online Shoppers study. In this session, Rob Lange, national sales training director for Kelley Blue Book, will translate this information to actionable items, allowing you to fine tune your website resources and tools, and also enhance your vehicle merchandising. Online car shoppers don’t transform themselves from ‘then’ to ‘now’ buyers – salespeople transform them! The key is to understand how shoppers prepare before heading to dealership lots, and utilize this information to make adjustments in your store’s procedures to deliver what customers rely on to make comfortable, educated buying decisions. From this session, dealers will learn how to convert their site visitors to floor traffic, giving them the greatest opportunity to earn the sale.
What action items will attendees take back to the dealerships?
- Close existing loop holes in website presentation to build trust online
- Shorten customer's time frame to purchase by making a great first impression
- Increase sales without increasing marketing investment by getting better with what you already have
Speakers:
Rob Lange, National Sales Training Director, Kelley Blue Book
Scheduled on:
Tuesday 5/7, from 1:00PM to 1:50PM
Track:
New Sales
Location:
Wekiwa 5
Topic Tags:
Incentives
Inventory
Website
Attendees of this workshop will learn how to determine what is a healthy balance of investment across all marketing channels, including digital, traditional and social media. Also how to measure the effectiveness of each channel to help optimize the media mix and know when to shift channel investments over time. The Holy Grail of advertising will be unveiled to all whom attend: Topics covered include Media integration • Why and how • Your “story” differentiator • Five key elements • Calls to action • Three ways for potential buyer to engage measurement • Visitor acquisition cost • Media channel conversion ratio • Message consumption % • “Show ratio” conversion metric
What action items will attendees take back to the dealerships?
- Learn the four steps needed to increase CPO sales and capture market share
- Utilize integrated digital platforms to increase their CPO/Used car sales
- Effectively convert web traffic to floor traffic - "show ratio"
- Integrate digital, traditional and social media for an overall strategy
Speakers:
Rob Mudd, Chief Futurist Research and Development, Mudd Advertising
Scheduled on:
Wednesday 5/8, from 3:30PM to 4:20PM
Track:
Pre-Owned Sales
Location:
Wekiwa 3 & 4
Topic Tags:
Advertising
analytics
digital marketing
social media
This session will focus on using vehicle history to attract online shoppers who are further along in the buying cycle with a key emphasis on overcoming the "accident hurdle." With new research that 1 in 5 shoppers now shop online outside of their designated market area, it is imperative that every online listing reflect the positive attributes of the vehicle and complete transparency is achieved. Online consumers are better educated and research shows that 70% of shoppers who view a CARFAX report are likely to purchase a vehicle within the proceeding 10-14 days. These shoppers are looking at specific vehicle highlights and online sales managers must be familiar with the best practices to entice them to make the leap from the Intranet to the showroom.
What action items will attendees take back to the dealerships?
• Gain confidence in keeping vehicles with accidents for retail sale
• Improve online traffic with more confident consumers
• Turn online shoppers into showroom traffic
Speakers:
Robert Grill, Sr. Process Improvement Manager, CARFAX
Scheduled on:
Wednesday 5/8, from 4:30PM to 5:20PM
Track:
Digital Marketing
Location:
Wekiwa 3 & 4
Topic Tags:
buying cycle
online listings
online marketing
pre-owned
A majority of a dealers growth is happening through advances in e-commerce. There is no truer automotive e-commerce than eBay Motors. Buyers shop online, buy online, secure financing, etc. This has happened on eBay Motors since 1997. Today a vehicle sells every two minutes on eBay Motors. Mobile is also huge with 9200 vehicles selling each week on eBay Motors via mobile devices alone. How do you gear your dealership up to handle this? The top sellers on eBay Motors have taken online merchandising and sales processes to the next level. This class will look at specific best practices put in place to help drive sales and growth. Daves will also be giving away a copy of our new 2013 Operational Blueprint to all those in attendance.
What action items will attendees take back to the dealerships?
- Learn how to sell to buyers looking to handle entire transaction online
- Grow your business by expanding your sales outside local area
- Learn best practices in merchandising to online buyers
Speakers:
Roy Daves, Senior Sales Manager, eBay Motors
Scheduled on:
Thursday 5/9, from 10:00AM to 10:50AM
Track:
New Sales
Location:
Wekiwa 6
Topic Tags:
best practices
eBay
online marketing
Sales Training
Identity theft. Fraud. The competition. Your reputation. These are just some of the things your dealership needs to worry about if your data isn’t fully protected. Data is your most valuable—and potentially most vulnerable—asset. A breach in its security can have devastating effects on your dealership and your customers. In this workshop, you’ll learn exactly what to look for in a vendor to make sure they’re equipped to keep your data secure. You’ll get a step-by-step guide to data security, complete with what to ask vendors to ensure they have the critical policies, processes, procedures and SSAE Certification necessary to keep your data protected. But data security isn’t just about what happens after data leaves your dealership; it’s about what happens at your dealership too. During this session, you’ll also learn best practices for handling data at your dealership and with your own employees.
What action items will attendees take back to the dealerships?
- Determine if your dealership is making all-too-common mistakes and leaving your data unprotected
- Learn why vendors should have SSAE Certification if you are going to give them access to your data
- Identify vendors with the critical policies, processes and procedures to keep your data secure
- Establish internal best practices with your own employees to protect your dealership’s data
Speakers:
Russell Grant, VP of Sales, J&L Marketing
Scheduled on:
Wednesday 5/8, from 3:30PM to 4:20PM
Track:
Data & Analytics
Location:
Sebastian I-3
Topic Tags:
best practices
big data
data management
Data Security
reputation management
Are you frustrated with the accuracy of the reports from your DMS system? Is it hard for you get the data that you need from ADP, Reynolds and Reynolds – or another DMS system? In this super reporting workshop you’ll learn the difference between operational reports and financial reports. Using gross profit as an example, Jerome will show you why your gross profit never seems to be right and ways to make it more accurate in your DMS. She'll next discuss the need to run financial and operational reports in your DMS as a “check and balance” along with her top 10 list of reports you should run -- using as a case study the controller that stole 10 million dollars. Finally, she’ll provide you with tips to get your reports easier for 3rd party interfaces and the dynamic security that you need to protect your data.
What action items will attendees take back to the dealerships?
- Understand the differences between operation and financial reports
- Identify the top 10 reports you should be running
- Learn easy ways to get data from your DMS system
Speakers:
Sandi Jerome, Vice President, DealerStar
Scheduled on:
Wednesday 5/8, from 2:30PM to 3:20PM
Track:
Data & Analytics
Location:
Sebastian I-3
Topic Tags:
analytics
DMS
Reporting
Gaining a new customer is costly and difficult and the age of a typical new car buyer has risen from 43 to 48. Rather than buying a car every four years they are buying every six years and loyalty to the manufacturer is waning. The result of all these changes is that the cost to acquire a new customer is higher and more difficult than ever: it’s time to work “smarter” than ever. Luckily, dealerships have a “recurring revenue” model consumer meaning that the same customer does and can contribute to revenue over and over as long as they stay our customer. So, who are these customers and how do we keep them engaged and communicate with them so that we can get results? This workshop focuses on ways of “getting to know” your customer using the best tools at your disposal and taking advantage of this lucrative, existing resource the way you have never done so before.
What action items will attendees take back to the dealerships?
- Identify your “Core Constituent Consumer
- Understand the value of your long term customers
- Identify the actual value of each consumer set
- Learn the best ways to communicate each customer set and what is the BEST way to garner revenue from them
Speakers:
Saphura Long, CEO/President, Gratis Technologies
Scheduled on:
Wednesday 5/8, from 9:30AM to 10:20AM
Track:
Reputation & Loyalty
Location:
Wekiwa 5
Topic Tags:
crm
customer relations
reputation management
seo
Website
Joint session with Jennifer Boland
Scott Pechstein and Jennifer Boland will share the latest results on brand defection, new and used defection, and further define the buying cycle through their relationship with R.L. Polk using OEM and DMV records to identify what Autobytel consumers are buying. Jennifer Boland will then share how to apply this valuable information to your process so that you may capitalize on your opportunities and increase your close ratio.
What action items will attendees take back to the dealerships?
• Gain understanding of the third-party lead consumer and what they are buying
• Identify techniques necessary to maximize your Internet budget
• Learn ways to improve your process to gain more sales from your third-party leads
Speakers:
Scott Pechstein, Sr. Director, National Sales, Autobytel
Scheduled on:
Thursday 5/9, from 11:00AM to 11:50AM
Track:
Management
Location:
Wekiwa 5
Topic Tags:
Conversion Rate
lead generation
Processes = Productivity = Profit This workshop is a no-nonsense approach to improving your sales now. Managers have the best intentions and work hard, but in most cases they get so caught up in their daily activity traps that it costs their dealership tons of gross profit which is so important to grow and succeed in today’s market. This session gives dealers and managers a realistic plan that targets improving their dealership’s unit and gross goals for 2013. Topics covered in this workshop will be improving both your management and sales processes and their productivity; setting and achieving your profit goals; building a winning sales team; holding more effective training meetings and one-on-one coaching sessions with your salespeople and bottom line – motivating and creating more high achievers in your sales department. This workshop is a wake-up call for management, and it’s the key to a gold mine, if you’re interested in aggressively growing your market share this year.
What action items will attendees take back to the dealerships?
- Discover hidden potential in your dealership to raise unit sales 30% in 90 days
- Learn effective ways to immediately raise gross by $800 per unit delivered
- Learn the key formula to turn boring sales meetings into effective training sessions
- Receive a simple-to-follow outline on how to pull off valuable one-on-one coaching sessions
- Uncover the secrets to motivating, developing and growing high achievers in sales
Speakers:
Sean Gardner, Trainer, Joe Verde Sales & Management Training, Inc.
Scheduled on:
Tuesday 5/7, from 1:00PM to 1:50PM
Track:
Management
Location:
Sebastian I-1
Topic Tags:
Management
Productivity
sales process
The use of “big data” (massive amount of complex customer information available to companies today) will become an even stronger advantage for the automotive industry. From the standpoint of competitiveness and operational effectiveness, all companies need to take managing big data seriously. In most modern industries, a well-leveraged, data-driven strategy is used to create a competitive advantage and increase operations’ effectiveness. Automotive is no different. Data collection and retrieval solutions are available today that allows our industry to do many things better and more profitably. Understanding the incredible volume, variety and velocity of customer and industry information at your fingertips will continue to be critical as we see more stress on the automotive margins. Sean Stapleton will cover at least 5 areas where integrating data into multiple areas of your dealership can help will help it run more effectively.
What action items will attendees take back to the dealerships?
- Learn how to unlock value by making information transparent and usable
- Learn how to make better management decisions through real-time A/B testing of integrated data
- Find out why mass marketing is dead...and why data segmentation lives on
- Understand how to analyze the plethora of data to market to your customers' behaviors
Speakers:
Sean Stapleton, VP of Sales, vinSolutions
Scheduled on:
Tuesday 5/7, from 1:00PM to 1:50PM
Track:
Data & Analytics
Location:
Sebastian I-2
Topic Tags:
behavioral targeted marketing
big data
consolidating data
data integration
data management
Learn how to leverage the data that you already have to improve your dealership’s effectiveness and profitability. It may seem complicated but Stu Zalud of NADA will sort it out in layman’s terms, show you a best practice data sharing agreement and demonstrate how sharing your data can and should benefit you. See the benefits of sharing your data with a third-party who in return provides an analytic tool that uses the dealership’s own data to benchmark their variable department against their competition. With over 30 years as a dealer himself, Stu will share his expertise, experience and insight with you in this valuable session.
What action items will attendees take back to the dealerships?
• Learn how accurate data can help improve vehicle valuations
• Learn how to understand who is using the data, how it is being used and for what reasons
• Learn to leverage the dealership’s data to better manage the variable operations
Speakers:
Stu Zalud, Director of Dealer Services, NADA Used Car Guide
Scheduled on:
Wednesday 5/8, from 4:30PM to 5:20PM
Track:
Data & Analytics
Location:
Sebastian I-2
Topic Tags:
analytics
Data
Data Sharing
Over half of dealerships are now actively involved in parts eCommerce. Those dealers most successful in parts eCommerce have a half-dozen or more concurrent parts eCommerce programs. Learn what’s working and how best to expand your dealership’s parts eCommerce success. This workshop is a guide to optimizing your dealership’s parts e-commerce investments. We will discuss best practices by eCommerce solution. Parts e-commerce is described in terms of clear, easy-to-understand structures: customer types, parts types, franchises and DMS platforms. Common challenges experienced by dealers and how to overcome those challenges will be covered for major parts eCommerce types.
What action items will attendees take back to the dealerships?
- Learn how to get the most out of your parts eCommerce investments
- Learn best practices for parts eCommerce for each major solution
- Learn about eCommerce integration: DMS, Shipping, Routing/Tracking, Payment, eBay
- Learn how to sell more parts, lower costs and improve customer satisfaction by optimizing and expanding parts e-commerce plan for your dealership
Speakers:
Ted Fellowes, Founder, FellowesResearch
Scheduled on:
Wednesday 5/8, from 2:30PM to 3:20PM
Track:
Fixed Operations
Location:
Wekiwa 6
Topic Tags:
Accessories
fixed operations
parts
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?
- Learn to teach salespeople how to successfully sell their trade ins
- Know how to cosmetically present a vehicle superior to your competition
- Face the warning signs of what could be an unbalanced inventory
Speakers:
Tim Deese, President, Progressive Basics
Scheduled on:
Wednesday 5/8, from 8:30AM to 9:20AM
Track:
Pre-Owned Sales
Location:
Wekiwa 3 & 4
Topic Tags:
Internet Sales
pre-owned
sales process
If you’ve fallen into the trap of focusing your digital marketing efforts on just your new or pre-owned inventory, you’re leaving money on the table. Stop giving away business to your competition and gain an advantage in your market by adding fixed operations to your playbook. Do an online search for new tires, brake service, body shop and collision repairs, oil changes, or parts. Is your dealership showing up in the top three results? If you’re not deeply penetrating your local market for these moneymakers, you must attend this session. You know your fixed operations are a potential gold mine of profits. If you’re ready to get serious about putting more of your marketing budget into proven digital tactics that will drive awareness and sales, this course is for you. Veteran Internet marketer Tim McLain shares the latest tips and techniques for attacking the fixed operations digital marketing opportunity. Think profit, then join us!
What action items will attendees take back to the dealerships?
• Get an action plan to drive more fixed operations revenue and profits with specific digital marketing
• See hands-on examples of digital advertising assets that are driving results for dealers nationwide
• View examples of fixed operations landing pages and other website assets that will boost your Google ranking so your ads have the potential to how up in higher positions and cost you less per conversion.
• Get tips for boosting local market awareness online for your fixed operations services
Speakers:
Tim McLain, Auto Marketing Manager, Netsertive
Scheduled on:
Wednesday 5/8, from 8:30AM to 9:20AM
Track:
Fixed Operations
Location:
Wekiwa 6
Topic Tags:
Advertising
fixed operations
SEM
service
This session will teach you how to convert more of your website traffic into showroom traffic that has a high probability of purchasing a vehicle. These strategies can be used with most any website provider and can increase your website conversion rates up to 10 percent, often without costing you any additional money.
What action items will attendees take back to the dealerships?
- Learn how to increase your website conversion rates
- Learn how to increase your website lead show rates
- Learn how to increase your website lead close rates
Speakers:
Timmy James, Vice President of Sales, OnlineDrive
Scheduled on:
Wednesday 5/8, from 2:30PM to 3:20PM
Track:
Digital Marketing
Location:
Wekiwa 7 & 8
Topic Tags:
digital marketing
Video
website conversion
Website Conversion Rate
Website Converstion
Dealers can no longer rely on negotiation to “hold gross” in today’s era of market-based pricing and high wholesale costs for used vehicles. The reason? Negotiations invite discounts that erode already-tight margins. Find out how a growing number of dealers hold gross through “documentation”-based sales cultures and processes that use real-time market comparisons and third-party validation to minimize negotiations and discounts. See how these dealers proactively validate their vehicles, asking prices and dealership value propositions up front to satisfy customers and improve front-end margins. Learn how to adopt a validation-focused sales process that combines management oversight and pay plan incentives to minimize discounts and protect your profit margin.
What action items will attendees take back to the dealerships?
- Understand why negotiations can hurt front-end margins
- Learn how to implement a validation-focused sales culture
- Implement management oversight and pay plan incentives to minimize deal discounts
Speakers:
Todd Kinzle, Director, Operations, vAuto Genius Labs
Scheduled on:
Tuesday 5/7, from 3:00PM to 3:50PM
Track:
Pre-Owned Sales
Location:
Wekiwa 3 & 4
Topic Tags:
Front-End Gross Profit Protection
Transparency
Used Vehicle Sales
Peter Drucker once said, “Action without planning is the cause of all failure!” In the fast paced and ever changing world of Automotive eCommerce more true words could not be spoken. Come take a look into the plan that has lead Gunn Honda to achieve placement on Ward’s eDealer 100 and which has the Gunn Automotive Group on the path to eCommerce success. Vince Lombardi is well known for starting every season with, “Gentlemen, this is a football.” In this session we will take a similar approach as we break eCommerce into bite size pieces, provide a means of analyzing where you are today and share ideas to help you chart a course into the future. Whether you are an eCommerce veteran or just learning the ropes, this is one session you don’t want to miss.
What action items will attendees take back to the dealerships?
- Learn a step-by-step plan for analyzing your current eCommerce operation.
- Understand a method for creating a solid eCommerce game plan for Growth.
- Leave with a proven method for prioritizing your plan
Speakers:
Tony Rhoades, Executive Director of Information and Consumer Strategies, Gunn Automotive Group
Scheduled on:
Wednesday 5/8, from 3:30PM to 4:20PM
Track:
Management
Location:
Wekiwa 7 & 8
Topic Tags:
analytics
Internet
This is an advanced session on online reputation. In this session, Vickie Gibbs will cover case studies and tactics for how other dealerships have successfully integrated online reputation into their processes to successfully manage and improve online reputation. Ultimately, we want to make sure we have our happy customers talking about their wonderful experiences, and we want to make sure we can identify those unhappy customers and address their issues. But how do we do this effectively and efficiently? That is what this session will cover. Specifically this session will address the following topics: 1) How to integrate online reviews into your sales and service processes 2) Keys to training and motivating your personnel, and focusing them on online reputation 3) How to leverage online reviews to improve overall customer satisfaction.
What action items will attendees take back to the dealerships?
- Learn how to integrate online reviews into your sales and service processes
- Understand the keys to training and motivating your personnel
- Learn how to leverage online reviews to improve overall customer satisfaction
Speakers:
Vickie Gibbs, General Manager, Albright Digital
Scheduled on:
Wednesday 5/8, from 3:30PM to 4:20PM
Track:
Reputation & Loyalty
Location:
Sebastian I-4
Topic Tags:
Google+ Local
reputation
Reviews
Yelp
This session is the next building block after "Stop Drowning in Data, the Metrics that Matter" from Digital Dealer 13. That session covered what and how to measure your marketing programs and determine which were effective. This session on "Taming the Big Data Beast" will be the next step that teaches you how to use your data to make key changes in your marketing, targeting, website, and processes in order to grow your Internet sales. The goal for this session is that you are able to leave with some tactics and tools that you can take back to your dealership and implement within a short time frame and see real results.
What action items will attendees take back to the dealerships?
- Learn how to drive the right traffic to your website
- Obtain the necessary tools and tactics for converting more website visitors to leads
- Understand ways to use your data to improve your sales conversion to website leads.
Speakers:
Vickie Gibbs, General Manager, Albright Digital
Scheduled on:
Wednesday 5/8, from 9:30AM to 10:20AM
Track:
Data & Analytics
Location:
Sebastian I-3
Topic Tags:
analytics
lead generation
ROI
Website
It’s not David vs. Goliath, it's Digital David + Goliath. Zac Keeney will discuss key steps to piggyback an OEM's national digital advertising spend to benefit you on a local level and budget,gaining the largest impact possible with a custom, personal message strategy.
What action items will attendees take back to the dealerships?
- Understand about to piggybacking traditional media vs. delivering unique content online
- Walk away with an actionable list of "content" to create for your next event
- Understand the consumer "landing experience" and what success looks like – key deliverables
Speakers:
Zac Keeney, Director of Digital Business Development, TargetClick Powered By Mudd Advertising
Scheduled on:
Thursday 5/9, from 10:00AM to 10:50AM
Track:
New Sales
Location:
Wekiwa 9 & 10
Topic Tags:
budget
Digital
education
Online spending
strategy
Extremely valuable. The best three days any dealership can invest for a successful year.Greg Coleman - Director Business Development Oxmoor Auto Group LouisvilleKY
The conference definitely exceeded my expectations, and I plan on bringing more associates from our dealership to the next one. There were just too many great seminars for only one person to attend.Andrew DiFeo General Manager – Coastal Hyundai Mitsubishi, St. AugustineFL
The exchange of ideas is priceless: experts who share best practices and give you an idea of where your future focus should be.A. J. Maida Director Digital Marketing Papa’s Chrysler Dodge Jeep Ram New BritainCT
I place the information at a very high value level as this conference pertains solely to my area of our business. It is so easy to get stuck in the same old rut at your store. So this is a great way to open your eyes to everything that is possible. Thanks!!!Ron McLain Internet Director Williamson Honda LincolnNE
Keeps me updated on the direction of e-commerce for the auto business and gives me a heads up for the new technology that will impact us.Steve Boswell GSM Northwest Hills Chrysler Jeep Dodge TorringtonCT
The DD conference is invaluable. We bring employees from different levels of the dealership since the agenda addresses so much.Chris Fousek E Commerce Director Village Automotive Group NorwoodMA
Exhibitor & Sponsorship Sales
General Conference Questions:
atompkins@dealer-communications.com
