DD18 Sessions & Speakers
Additional sessions added weekly. Session dates and times will be posted in February.
CRM, Data & Analytics
Category: CRM, Data & Analytics
Session Level: Intermediate
Session Title: Strategy, Tactics, and Processes to Develop and Communicate with Sales & Service Prospects and Customers – The Backbone of the Dealership Is the CRM and the Processes It Contains. By Not Utilizing It Completely You Are Missing Sales and Service Opportunities!
Session Description: In this session George Peters will be digging into all departments and provide some best practices operationally. In addition, you’ll determine if your dealership is waiting for opportunity to arrive via the “Up Bus” or going after it. At the end you’ll be asking yourself, does your store have the right processes and people in the positions to make the greatest impact?
• Session will cover topics relating to Sales, Service, F & I, BDC, Internet and others
• Provide Processes and tactics that have been proven in dealerships
• Outline current income streams and those not being captured
• Strategies to unify your communications with prospects and customers
• Evaluate staffing needs and requirements for existing and future workload
Speaker Biography: Entering the auto business in 1984, George has managed all departments within the dealership environment during his 30-years of experience. In the early 90’s he began working with the internet and over time his passion for the digital environment provided an excellent foundation to continue building his experience and knowledge. He has taken consulting and leadership roles including the creation and operation of BDC’s large and small, E-Commerce Director, and a Process Specialist.
Watch Video: COMING SOON
Category: CRM, Data & Analytics
Session Level: Intermediate
Session Title: Lower the Cost of Leads & Sell More! – Work the Numbers Not the Leads. Dealers Must Have a Plan in Place That Applies Clears Data Points to All of Their Marketing Efforts
Session Description: In this session you will learn at what point you should stop investing in technology subscription and start gain more sales. Year after year technology is becoming more expensive & more robust, yet the dealer practice is still the same.
• How critical it is that data flows from the customer to the dealer instantly
• How to best instantly customize the message from the dealer to the customer before they get offline
• How from a data & marketing standpoint dealer must be frist in line to get the customer
Speaker Biography: Martin has over 25 years of data and marketing experience. With a highly focused and meticulous knowledge of big data extensive application data management and CRM applications. He has consulted with many C Level positions and has sat on many Technology Boards for product, design and implementation,expertise which he brings back to his own company. One of Martin’s strengths is identifying mistakes and creating success stories with data & marketing engagement.
Category: Digital Marketing
Session Level: Advanced
Session Title: Driving Measurable Dealership Consideration for the Models That Matter within Your Geography – Positioning Your Dealership to Win in Your Brand Critical Models. Interpretation of Geography, Market Data & Insights to Create Model Specific Strategies
Session Description: In this session you will learn how to effectively track results through market share data, zip code penetration and registration data shows the impact of your dealership marketing mix against the models that matter.
• Ability to to measure success in your defend vs opportunity zip code geography by model
• Understand the value of market share data and how to apply it to model level marketing strategy
• Understanding the importance of knowing inventory volumes for competitors in your geography
• Able to identify what tangible KPIs are through analytics
Bill Bradley Biography: Bill Bradley is the current Director of Automotive for Gannett, the largest local media company in the U.S. Over the last 3 years, Bill has worked with local sales teams on leveraging critical insights to drive local dealer strategies. Market share data, inventory analysis, consumer behavior patterns and leveraging tier 1 and tier 2 messaging, are all critical pillars to what Bill teaches at both the media sales and dealer level.
Chad Rader Biography: Chad Rader is the current Automotive Marketing Manager for Gannett, the largest local media company in the U.S. Over the last 4 years, Chad has been on the forefront of automotive digital marketing and strategic solutions for dealerships of all sizes. Having an extensive knowledge of Polk registration data, consumer shopping behaviors and digital marketing product expertise, Chad has been able to deliver highly strategic digital solutions and insight technology platforms that provide unique views of dealership market performance with the path of how to gain success.
Watch Video: COMING SOON
Session Description: In this session, using data from more than 100,000 consumer searches of auto dealers, John Busby will provide a set of best practices and insights for auto dealers and marketers alike. More than half of car buyers now name a search engine as the most important research tool for buying a car, and more than have of those searches are coming from smartphones.
• How you should evaluate digital marketing efforts
• How to turn searchers into buyers
• What is online-to-offline commerce?
• Better understand of new mobile marketing tactics
Speaker Biography: John Busby leads the Marchex Institute, an analytics and research group that publishes findings on mobile advertising and the growing digital call advertising industry. The Marchex Institute also provides custom research and consulting services for key customers on their mobile advertising campaigns.
Session Description: In this session dealers will learn how some of the largest dealer groups are moving money from third-party lead sources to creation of their own leads. Learn what they know and determine what is right for your store. Dealers will learn when this strategy makes sense and how to compare the return from one vs. another.
• Identify the profit maximizing strategy for the dealer’s individual store
• Learn how inventory and fixed operations influence marketing strategy and execution
• Identify essential store activities required for each marketing strategy
• Know how to compare metrics across lead sources
• Understand the differences between vendor metrics and how to reconcile them
Dennis Galbraith Biography: Dennis Galbraith is the Chief Marketing Officer for Dealer E-Process. His ability to help dealers quickly turn marketing metrics into profitable action items makes him a popular speaker at conferences and 20 groups across North America. He ran the automotive internet division of J.D. Power and Associates until 2006, then managed over $300,000,000 in advertising products as Cars.com’s Vice President of Advertising Products and Training.
Gino Cipperoni Biography: Gino Cipperoni is a Digital Marketing Specialist with a Master’s Degree In Applied Economics from Marquette University. As a Google and Yahoo/Bing Certified professional, Gino puts his economic and statistical training to work for auto dealers.Gino has worked with hundreds of dealers across the U.S. and Canada, to help them figure out the most optimal way to allocate their advertising dollars and generate results.
Category: Digital Marketing
Session Level: Intermediate
Session Title: Refining Your Sales Funnel to Move More Cars – Focus on Converting Website Visitors to Leads to Drive More Dollars to Your Bottom Line
Session Description: In this session, Devin will go over the importance of creating an engaging, conversion focused website. By re-examining the sales funnel, most dealers will find that the enormous amount they spend on ads, SEO and SEM is going to waste because far too few of these visitors are being engaged and encouraged to convert. Devin will take an in depth look at how to optimize a site for conversion as well as the most important KPIs to track. Armed with this information, dealers can maximize the leverage their website provides.
• Identify a poorly converting site
• Know what changes to improve website performance
• Create an online experience that is more in line with the engagement customers experience on the lot
• Derive more leverage from VDPs
Speaker Biography: Devin is the CEO and co-founder of SpinCar, the leading provider of automated 3D content creation tools. He is uniquely informed on cutting edge techniques used to increase website effectiveness. Having worked closely with marquee fashion clients like Louis Vuitton and Nike, Devin understands how to lift conversion rates and boost website stickiness to drive more revenue and profit to a dealership. He combines a deep understanding of state of the art eCommerce best practices with a true empathy for the problems today’s dealers are looking to overcome.
Session Description: In this session, Kevin Frye will show you step by step instructions and groundbreaking strategies combined with real-life data and examples. Industry norms will be challenged which will change your perception on where to best invest your marketing money.
• Create your best Digital Marketing mix with Google Analytics data
• Determine whether 3rd party leads are beneficial to your dealership
• Measure the value of SEO with organic search results
• Prepare for upcoming market changes in Automotive Digital
• Apply cutting edge strategies using digital attribution
Speaker Biography: Kevin Frye is the eCommerce Director of the Jeff Wyler Automotive Family, one of the top 50 dealership groups in the United States. He has been a leader in the industry with the use of Google Analytics and digital attribution, data privacy, video SEO, social media, mobile, website design, and managing your online reputation. Before his work with Jeff Wyler, Kevin was an independent business owner who pioneered selling cars online for both dealerships and individual consumers, selling over 500 cars on eBay in one year alone.
Watch Video: COMING SOON
Category: Digital Marketing
Session Level: Intermediate
Session Title: Step by Step Guide To Successful Video Marketing – How to Implement and Maintain a Scalable Video Marketing Strategy and Start Dominating Your Competition!
Session Description: In this session Tim James will talk about the videos that will have the biggest impact on your sales throughout the entire buying cycle. Having a successful Video Marketing Strategy is crucial to the success of your dealership. But there is more to it than simply running out, buying a video camera, and shooting a few videos.
• Identify video marketing strategies that will have the biggest impact on conversion rates
• Identify video marketing strategies that will have the biggest impact on your Lead/Appointment Rate
• Identify video marketing strategies that will have the biggest impact on Appointment/Show Rate
Speaker Biography: Tim James is a dynamic digital marketing and sales strategist with more than 20 years of proven success. Tim has been a regular speaker at the Digital Dealer conferences and continues to receive rave reviews of his highly educational sessions. Tim is experienced in implementing, managing, and improving online and interactive marketing strategies across multiple channels and has played an integral role in the successful development of the product and sales strategies for Automotive Industry companies such as HomeNet Automotive, Dealer Impact Systems, and Flick Fusion Video, while assisting numerous automotive dealerships in implementing extremely successful Digital Marketing Strategies.
Category: Digital Marketing
Session Level: Fundamental
Session Title: Wondering Why Your E-Commerce Marketing Campaign is Lacking in ROI? – Today’s Consumer Requires Different Attention than Just Social, Website, and CRM!
Session Description: This session will discuss how to evaluate your presence on the web and to avoid costly pitfalls that provide no results and ultimately how to gain the most engaging presence using fewer dollars. Dealership’s website is visited far more than physical location. Yet, little regular attention is paid to its marketability and result generation. Colors and pictures do not necessarily make for an engaging site. Social media does not necessarily communicate with the most important consumer CRM is more of a data management system than relationship building. One of the most critical consumers of today the millennial is rarely engaged.
• You will learn how to correctly identify the tools that contribute to your presence on the web
• Learn how to organize the tools that manage your customers. They are not what you think
• Learn how to identify your “true”marketing efforts
• Learn how to evaluate the effectiveness of your total digital marketing
• Identify the must haves from the not so needed to put together a top notch digital marketing
Speaker Biography: Saphura Safavi Long is the President of Gratis Technologies and has over 16 years of experience in client management. Saphura is the graduate of NADA Dealer Academy class of 2002 and was one of the first four women chosen by GM to start the “Women’s Initiative”. Gratis Technologies is the producer of AutoWall the first and only “Social CRM” developed for this vertical. AutoWall encompasses all the e-commerce needs of automobile dealership in one concise tool reducing cost to the dealership while increasing client retention and web visibility. Her previous company Prize Corporation produced the first web based CRM in this vertical named ReckonUp.
Session Description: In this session you will learn how most dealers have 10,000-20,000 leads sitting in their CRM that they are not effectively reaching. By mining this data, you can reactivate dormant leads into hot prospects. Review best practices on how to increase your database size with better collection practices and keep that data clean by removing the hard bounces, spam traps and inactive email addresses for improved deliverability and better sender credibility. Learn how to apply proper database cleaning techniques to your existing data, formulate an effective email marketing plan to be used in your dealership, and identify and explain the current issues with your mass email marketing.
• Mine and clean your existing data to develop a database
• Formulate a sales and service email marketing plan to engage leads
• Convert prospects into customers with relationship-building techniques
• Improve data collection to add to and maintain an advantageous list
Speaker Biography: Peter “the Webdoc” Martin is a technology correspondent and digital marketing expert. He is well-known for his innovative services for the automotive industry and his contributions to the email marketing field. Currently, Martin is the president of Cactus Sky Digital, a company that helps businesses acquire, manage and retain customers online. Martin is an acclaimed speaker and automotive industry expert specializing in digital marketing trends, mobile-enabled emails, conquest email marketing, integrating technology and selling to women. He has been featured at numerous industry events before including NADA and previous Digital Dealer, AutoCon and RVDA events.
Session Description: In this session, you’ll learn how investing in marketing across multiple channels, including direct mail, SEM, SEO, email marketing and more, can lead to an increased ROI and a more efficient marketing spend. You’ll hear about proven successes that dealers have had when they’ve invested in a multi-channel marketing approach, as well as ways that you can implement these strategies to benefit your dealership in 2015.
• Use multi-channel marketing to increase ROI of your current marketing spends
• Utilize DMS and CRM data to personalize marketing efforts
• Increase ROI by limiting the amount of vendors you work with
• Implement new marketing medium must-haves for 2015
• Learn about a marketing platform that dealers can use to see all their marketing results in realtime
Speaker Biography: Eric Mercado is Force Marketing’s Vice President of Business Development, and has been an integral part of the team since 2007. He dedicates much of his energy and time to monitoring the products Force Marketing offers to clients, as well as tracking campaigns to determine the sales and profits they generate. He also oversees the consistent optimization of campaigns that is so critical to their success.
Session Description: In this session, Brett Oubre will show attendees how to practice parallels in the “internet” sales process to produce more gross.
• Understanding parallels between the “internet” customer and the “traditional” customer
• Using technology to your advantage
• Increase confidence in your “internet” plan
• Recapture the “internet” in your sales department
Speaker Biography: Brett Oubre is the the president of 3 successful dealerships in Louisiana. Prior to this, at his position with AutoTrader.com, Inc., Brett Oubre turned around markets in the West, Southeast, and Southeast United States each of which generated average revenues exceeding $2.5 million monthly. Later, at Rainbow Imports, Brett Oubre arrived to an annual $400,000 dollar loss, and created a $490,000 gain. In doing so Brett Oubre increased sales from 20 to 90 per month. Brett Oubre worked his way up through a number of companies, each of which he supported extensively in matters of sales, advertisement, employee training, and market share acquisition.
Session Description: In this session, you will learn how to make every consumer experience count. From research to purchase, the key to your success and the overwhelming presence of your brand should be felt in everything you do; your brand’s power is measured by its level of influence.
• Taking cues from iconic brands, we’ll translate tips into your own winning strategy
• Implement ways already at your disposal to streamline the customer experience
• Reveal opportunities in all areas of your dealership with a transparent brand, message & reporting
Speaker Biography: Christian Salazar, Vice President of Sales at DealerFire, began in the car business as a teenager working up through the ranks of sales and finance at a Kansas City Subaru dealership. His sophisticated perspective from the dealership, software and online level translates to a hands-on approach and philosophy of delivering ultimate customer satisfaction and retention; making a significant impact in the overall effectiveness of a dealership.
Session Description: This session will focus on how to develop a strategy focused on video for your website, social, pre-roll and email campaigns. We will address both sales and service initiatives. This session will focus on the core metrics and how to measure success. This session will help you develop a map for building a successful model that has been implemented by other dealers. This session will provide specific case study examples.
• Learn how do I develop an online video marketing strategy
• Learn about the key metrics that you need for your online video marketing strategy
• Learn how to add a video element for your website, social site, campaigns and pre-roll
Speaker Biography: Phil Sura started the automotive division of UnityWorks Media, a web video company supporting over 2,000 automotive dealers. Sura previously worked as a general manager for one of the top 100 Ford dealerships and he spent 13 years with Pat Ryan Group. Sura has been a regular contributor to Digital Dealer magazine for the past six years and he has received top scores at a number of Digital Dealer conferences.
Session Description: In this session, Tim Whitely will dive deep into the trenches of how to really get your dealership to stand out in today’s media landscape. Whether or not you’ve heard Tim’s first TraDigital session, you won’t want to miss what he’s got to offer in this sequel of blending Traditional and Digital media tactics.
• 21 Point Inspection of Your Marketing Plan
• 20 Digital Tactics to Amplify Your ROI
• TraDigital 2.0 Workbook
Speaker Biography: Innovation is in Tim Whitley’s blood. With his company, Social Innovation, he is shaping the future of how the public consumes, purchases and interacts with new media landscapes. In 2010 Tim founded Social Innovation, which revolutionizes the way automotive clients digitally market themselves. Social Innovation has more than 30 automotive clients and uses tactics in digital media that set them apart from competitors; in the digital space, Tim takes dealerships from average to awesome.
Session Description: In this session you will learn how technology savvy customers and the connected car are going to transform the service experience and have a significant impact on Fixed Operations for dealerships. This panel will discuss the impact and how we can plan for the future.
• Understand Telematics and how it affects the Service Department
• Learn about the impact of the Connected Car on Fixed Operations
• Learn how to transform the Service Experience
• Identify and understand technology savvy customers and their needs
• Discuss the Future of the Connected Service Drive & the Connected Shop
Speaker Biography: Gary Kalk is President & CEO of Dealer-FX Group, Inc. headquartered in Las Vegas and Toronto. He has over 25 years of automotive industry experience with top OEM clients: Chrysler, Mazda, Mitsubishi, Lexus, Toyota.
Session Description: In this session Ed Kovalchick will detail what he has witnessed by working with the very best automotive service managers in the business here and abroad. Attendees will take away specific activities and actions they can implement to increase their management effectiveness, and resulting department profitability.
• How They Continually Motivate Employees To Perform Excellence
• Their Daily-Weekly-Monthly Activities
• A List Of Critical Measurements They Gather And Manage With
• How They Approach Customer Relations
• Their Marketing & Merchandising Strategies
Speaker Biography: Ed Kovalchick began his career as a tech apprentice, then master tech, independent shop/used cars, to purchasing Nissan & all Chrysler Corp franchises. He formed Net Profit in 1979 to train and consult manufactures & dealers in the fixed operations. Ed has spoken at hundreds of conferences and training sessions around the world, as well served as an instructor for the NADA Dealer Academy. He is a graduate of the University of Louisiana and a Certified Management Consultant.
Session Description: In this session Jennifer Briggs will teach you some simple techniques that build value and belief; helping institute those changes that take your store to the next level.
• Identify and eliminate objections to change
• Add Value through simple ROI analysis
• Implement Accountability for change
Speaker Biography: Jennifer Briggs is the E-Commerce Director for Feldman Automotive Group, responsible for Digital Marketing, Internet Sales, and Business Development Departments. She has 15 years operational management and training experience with a proven track record of increasing revenues and profitability in automotive retail. A trained business analyst, Briggs brings an outside perspective to processes and strategies in the retail automotive industry, which has resulted in exponential growth at each group she has worked for.
Session Description: In this session Lisa Copeland will outline favorable practices in order to secure a customer for life, retain productive staff, and achieve recognition for both. Institute these principals for exponential return and victory in management all while propelling your business forward and continually “Delivering a Life Time of Happiness.”
• Indoctrinate this philosophy into your sales team and dealership culture
• Develop a loyalty program for your consumers
• Utilize this system to foster positive relationships with internal and external clientele
Speaker Biography: Lisa Copeland is one of the most respected faces in automotive sales, she is a dedicated pioneer in the field of automotive marketing and management with over 20 years of proven success. She is named one of the Five Most Powerful Women in Austin by the Austin Business Journal in 2012, and recognized for her innovative marketing techniques, Copeland continually raises the bar on North American FIAT sales by developing processes and systems designed to strategically increase sales growth and revenue.
Session Description: In this session Sandi Jerome will discuss the five major factors when it comes to selecting a new DMS and end the session with a quiz to determine if your dealership is ready for a change or should stay with a legacy system.There was a time when price was the biggest decision factor in selecting a new DMS system. For many dealers, their choices were limited to the two big DMS providers because of factory integration. Dealers now have more choices but making a change based merely on price can be dangerous.
• Determine if you should have integrated or interfaced CRM
• Do you require multi-company features and which ones?
• How much do you use a report writer and which systems have them
• Which productivity features you need acquire to make the switch
• Pros and Cons of a Microsoft-based DMS system
Speaker Biography: Sandi started in the car business when she was fourteen keeping the parts inventory on 3×5 cards. She was one of the first female F&I managers and eventually became a CFO, fixed operations manager, and assistant general manager for the largest Chevrolet and Dodge dealer in a 5-state area. She was the first editor of Digital Dealer and has watched the latest technology boom for our industry. Her previous NADA seminars, “40 Valuable Things to Do with Your Computer System” and “How to Create a Super Controller” were ranked in the top 10.
Session Level: Fundamental
Session Title: Improving Customer Care Through Better Utilization of Dealership Technology – The A-Z of a Customer Care Center and How We Incorporate People, Process and Technology
Session Description: In this session, Mike Overy will breakdown processes required to increase utilization of dealership technology at a higher level and allow the dealership to realize the growth and increased effectiveness expected from their technology investment. He will discuss several alternatives, but more importantly explain clearly why our industry has failed continuously in the past.
• Three Key Customer Care Components for Successful Technology Utilization
• Effective Management of your Customer Base
• Accepting and Understanding the Need for BDC/Customer Care Centers in both Sales and Service
• A-Z in Lead Management
Speaker Biography: Mike Overy, Managing Partner of Proactive Dealer Solutions, has been inspiring management teams in the automotive industry for over 30 years. Having worked with over 3,500 Customer Care and Business Development Centers, Mike knows the tremendous impact effective lead and process management can have for a dealership.
Session Description: In this session Alan Ram will focus on teaching attendees about business development models that work and why, what models are more prone to failure, and how to build an overall culture of business development at your dealership. This session is a can’t miss!
• Attendees will learn about business development models that work and why
• Attendees will learn which models are more prone to failure
• Attendees will learn how to build an overall culture of business development at their dealership
Speaker Biography: Alan Ram, President and Founder of Proactive Training Solutions, is recognized as the best in the automotive industry at increasing individual, as well as dealership productivity through the effective utilization of the telephone, Internet, and client base management. He is regarded as an expert trainer for automotive telephone training, automotive management training, automotive Internet and BDC training. He has worked and continues to work with tens of thousands of salespeople, managers, business development and Internet staff across the globe.
Session Level: Fundamental
Session Title: Predicting Success: A New Model for Selecting the Right Employee for the Job – Using Metrics and Process to Make Better Hires at Your Dealership
Session Description: In Adam Robinson’s session you will walk away with an approach to hiring and selection that has been tested in the real-world and backed up with data compiled across thousands of candidate interviews.
• Learn how changes in HR technology and selection are impacting hiring results
• Discover the four “super-elements” that predict a higher likelihood of success in any job
• Earn the latest science behind predicting a candidate’s potential performance
• Receive usable tools and techniques that they can bring back into their business
Speaker Biography: Adam co-founded Hireology with the mission to help growing companies make better hiring decisions through data and better technology. He has served in multiple leadership roles for Entrepreneurs Organization, a global network of over 10,000 business owners.
Session Description: This workshop session will ensure all attendees walk away with a step by step fresh awareness of where and how to improve their BDC. The very best scripting; effective source contacts; compensation; hiring practices; and goal setting will be provided. If your BDC is not providing the consistent level of traffic you seek, this workshop will provide solutions.
• Identify the Specific Areas of Concern
• Determine where and how a BDC can become complacent
• Redirecting without “Dismantling”
• Setting the Self Generating “Bar” for a Successful BDC
• Bring a Unified BDC Contributing Factor to all Departments
Speaker Biography: Dynamic 30 year proven track record of implementing the most effective Phone Support and Lead Generation Processes in our Industry. Prior 4x NADA speaker: Numerous 20 group & state association speaker; 3x RVDA speaker; 2x Auto Con Speaker; Automotive Boot Camp Speaker; and Digital Conference Speaker. Her True drive and Success comes from ensuring her clients grow and achieve their goals.
Session Description: In this session David Villa is going to talk to you about building a team as a leader, how to be a more effective leader, how to leverage the power of creative collaboration, and how to surround yourself with the right people to take your dealership to the next level. I will be talking about 3 power-people that you must have on your team and I will be identifying 5 key differences between leaders and managers.
• Leverage the power of the creative collaboration
Speaker Biography: David Villa is CEO of IPD, an automotive marketing firm servicing franchised dealerships across the United States. He brings 17 years of National sales and executive management experience to IPD; pioneering, growing, and scaling IPD into one of the Nation’s leading database management, business development, and intelligent marketing companies in the automotive services industry.
Session Description: In this session, Mat Koenig will help Dealers learn a simple three step path for turning the mobile phone into a mobile cash register with my ATTRACT-RESPOND-CONNECT method for mobile success. This session will also help with reaching U.S. Hispanic Auto Buyers so you don’t want to miss it!
• Attract Mobile Buyers
• Respond with Mobile Friendly Content
• Connect with ongoing Mobile Engagement
Speaker Biography: Mat Koenig is the premier speaker in the areas of mobile lead generation and mobile video marketing in the automotive space. He is a 20 year Automotive Industry Veteran, published author and the founder of KonigCo, the #1 Google Ranked site when it comes to finding the mobile marketing for car dealers. Mat’s goal is to help dealers connect with buyers using simple, common sense strategies that embrace changing technology without losing focus on the basic principles of success. His dynamic, no holds barred sessions at Digital Dealer are packed with actionable information that everyone can use to increase business.
Session Description: In this session, Scott Pechstein will review how to stay compliant, but also discuss a process which keeps your personnel on track, allows you to begin building a texting data base, just like the email data base you began creating years ago.
• Identify common texting mistakes your salespeople make when contacting consumers
• Teach your staff how to successfully build a texting database
• Allow consumers to initiative the text right there on your website
• Stay compliant and keep your dealership out of risk when texting consumers
Speaker Biography: Scott Pechstein started out in Automotive at a Ford store in Southern California in the 1990s and then joined Autobytel in May 2000. Today, Scott serves as Vice President of Sales for Autobytel where he manages sales along with Autobytel’s broad range of industry leading products, and serves as an automotive industry spokesperson, a company news media spokesperson, and lead trainer of the Autobytel Dealer Insight Series.
Session Level: Intermediate
Session Title: Mobile Optimization – You Have Your Responsively Designed Website Now What? – You’ve Listened to the Experts and Updated Your Website to the Newest Responsive Technology, but Is It Optimized?
Session Description: In this session, Brent Wees will take dealers through the steps and processes necessary to ensure that the mobile experience is truly optimized for your visitors. Responsive design is the platform of choice for many dealers, ensure that you have the knowledge and tools necessary to make sure your website is the choice of the consumer.
• Learn key fundamentals on Responsive Design measurements you can do at the dealership
• Build your mobile experience checklist
• Know what to ask a vendor if you are considering a responsive designed website
Speaker Biography: Brent Wees is a Partner and Client Service Director at Powered by Dashboard, a digital automotive product incubator in Toronto, Canada. A fixture in the Canadian automotive digital landscape for over a decade, Brent can also be found on stage hosting, speaking or moderating automotive events.
Session Description: This session is a reminder of how you got sales manager, general manager or dealer on your business card in the first place. We have a tendency in our industry to expect our people to look at us for what we are now when the most important thing we should be doing is sharing what got us here in the first place. What we learned and what we did to get where we are today. This is going to be a good old fashion sales meeting!
• What you will remember from what you forgot
• The reality of why you were sitting in my session
• Going back you will hold the best sales meeting you have held in years
Speaker Biography: Tim Deese is Owner / Chairman of Progressive Basics, Inc. located in Orange Park, Florida. He started selling cars in 1971 on an independent used car lot. He was picked up by a new car dealership as Sales Manager in 1973. In 1975, Mr. Deese became the General Manager for one of the largest new car dealerships in Atlanta. In 1977, he bought his first new car franchise at the age of 28 and was one of the youngest self-made dealers in our industry.
Watch Video: COMING SOON
Session Description: In this session Kip Rowe will present to the attendees how they can tap a new profit center for their dealership by purchasing cars from Private Parties as well as increase the gross on the cars they are currently selling by using my Purchase and Sales process on every customer. He will show how to buy cars from their service drive, their database and online classified sites. He will show the benefits of being a Buying Center.
• Why Buy From Private Sellers?
• How To Find Private Sellers
• How to Negotiate With Private Sellers
• Why This Will Change Your Business
• How this can increase your gross on every car deal that has a trade
Speaker Biography: Kip Rowe is General Manager at Spitzer Chrysler, Dodge, Jeep, and Ram in Homestead, FL. He also founded InstantCarOffer.com. He has worked with over 100 dealerships from coast to coast including Group1 Stores, OffLeaseOnly, Del Grande Auto Group and many more. He has over 30 years of dealership management. He is an expert in used car operation and acquisition.
Reputation & Loyalty
Category: Reputation & Loyalty
Session Level: Intermediate
Session Title: Driving Loyalty, Retention and Results – The Right Culture Drives Behavior, Creates Loyalty and Solidifies Reputation…all Generating Unparalleled Results
Session Description: In this session you will learn how a defining culture is foundational if you want a dealership that performs every day while letting you sleep all night. Three critical areas dictate success; Retention secures tomorrows’ success. Loyalty is the soil from which leadership grows. Reputation builds strong genealogy. Defining then refining the behavior necessary to feed these critical areas formulate the chemistry of our culture. Culture fulfills employees, satisfies customers and fills our showrooms with the enthusiasm of success.
• Discover the 3 most important elements contributing to loyal customers and employees
• Halt the scourge of our industry…”Turnover”
• Learn the secrets of “Retention Momentum”
• Eliminate your 4 culture crushing habits
• Acquire the proven methods of reputation building
Speaker Biography: Mike Good has been the General Manager of Street Toyota for 11 years and has enjoyed 32 years in the automotive industry. Mike has consulted major dealer groups, trained thousands of automotive sales and management staff and consulted for Gulf States Toyota. His extensive retail background and innovative approach toward employee relations and customer retention has positively impacted customer satisfaction in the dealership environment.
Session Description: In this presentation you will discover the real impact of your business telephone’s “personality.” Chip King will review key metrics from more than two million audited business calls to dealerships in North America. Find out where your dealership stands in key metrics that drive profitability, market share, retention and the Customer Service Index (CSI).
• Review the key metrics of the phone process and their relationship to your financial statement
• Identify the most common “profit leaks” and implement the solutions to fix them
• Use phone data to really achieve “spending Less” and “getting more”
• Learn how to take “ground-level” action to improve your financials
• Learn to how to make the “blind spot” of the phone process into the “sweet spot”
Speaker Biography: Robert “Chip” King spent his career in automotive retailing from 1977 to 2008. Holding every position in variable operations, including General Manager and Dealer Principal, Chip has had a special focus on the “customer experience” throughout. Chip is highly sought-after for many of the auto industry’s biggest and best dealer conferences because of his subject matter expertise. Chip is passionate about sharing his expertise on how to correct profit leaks in the auto dealership phone process.
Session Description: In this session Mike Berg will discuss how, with technological advancements, the dealership personnel can guide the customer and create a unique and personalized experience on their website with their consumers who are knocking on their digital store fronts.
• Explore traditional communication methods vs. new technology advancements
• Identify best strategies in using the dealership website as a true sales platform
• Educate differences and similarites between the virtual dealership and the physical one
• The importance of an optimized and streamlined virtual environment
Speaker Biography: Mike Berg currently serves as Manager of SaleMove from Autobytel, a partnership program exclusive to Autobytel in the automotive industry. With Mike’s 12 years experience in automotive specializing in Digital Marketing, lead generation and Internet sales process. Mike is currently role drives sales strategies and business development for SaleMove, Autobytel’s partner program focused on customer communication online.
Session Description: In this session Matt Lasco will show you performance standards: Outgoing calls and emails per BDC/Sales Rep. How to track daily appointments set, appointments kept, and sold ratios; based on different lead origination. Tracking tools for the sales desk. Tips on keeping the appointment: having managers confirm at time set or immediately afterwards. Also using an appointment board to track hourly performance. Lead Tracking using ROI charts and examples. Variables of what budget to set per lead or per sale based off of buyer databases such as conquest, out of market or repeat buyers.
• Understand performance standards of business development representatives
• Have tools to compare appointment ratios on 3 lead spectrums
• Have interactive discussions on lead sources
• Have a clear idea of what lead tracking is
• Retain tools to help analyze advertising budget verses ROI
Speaker Biography: Matt Lasco is the Vice President of Lasco Auto Group and President of Matt Lasco Advertising & Consulting. The family Ford dealership started at 80 units per month and has grown to selling 400 units per month over the last 8 years. Lasco Ford is ranked nationally in the top 5 for Ford CPO and has been for the last 8 years. Matt studied marketing and automotive at Northwood University.
Category: Sales Strategies
Session Level: Intermediate
Session Title: Using Digital Marketing to Capture the Hispanic Auto Buyer – Low Cost Tactics, Strategies, and Secrets That Will Help Your Dealership Sell to the Fastest Growing Demographic Group in the US
Session Description: In this session Beth Walter will discuss the growing importance of Hispanic car shoppers, what they are looking for, how to reach them digitally and how to set your dealership up for success with this important and growing demographic group. Learn how the explosive growth in the Hispanic population in the Southeast will affect auto sales in the next 10 years. Get a glimpse into the mindset, shopping and buying habits of the Hispanic consumer and learn specific tactics that will set your dealership up for success with this important demographic group.
• Dealers will learn specific tactics that will set their dealership up for success with Hispanics
• Dealers will gain a better understanding of the Hispanic mindset as it related to auto shopping
• Dealers will learn how future Hispanic population growth will affect car sales in the future
• Dealer will learn how Hispanics use video and mobile to shop for cars
Speaker Biography: Beth was recruited to Yahoo! at the beginning of the internet revolution. While there, Beth started the US Hispanic Division for Yahoo! in Coral Gables, FL. After leaving Yahoo!, Beth worked at Univision Communications for 11 years, as the VP of Research and Digital. Currently, Beth is a Regional Sales Manager for L2T Media, one of the premiere automotive digital marketing companies in the country.
Session Description: In this session, Kendall Billman will teach you the Importance of correct content behind the click and how customers are shopping and comparing make model to make model importance answering of consumer questions in Google.
• Answering consumers’ questions through content on your website
• Identify where your website is lacking the content consumers are looking for whens searching
• Do you have the right pages on your website for today’s consumer?
Speaker Biography: Kendall Billman is well-versed in management, sales, product development & innovation, having succeeded in management roles with Inc. & Fortune 500 companies. Previous- Vice President of Interactive Marketing for VinSolutions, an AutoTrader company.
Session Description: In this session dealers will see case studies and real life examples of advanced remarketing techniques that you can apply to your business. Learn what is currently possible, as well as what to expect in the near future remarketing with Google, Bing, Twitter, and Facebook.
• Remarketing Online To Offline Customers
• Co-branding Opportunities with Remarketing
• Setting Cookie Membership Durations for Seasonal Products
• How to Maximize Use of Remarketing Lists for Search Ads (RLSA)
• How Remarketing Makes Display Advertising Profitable in Competitive Markets
Speaker Biography: Sean Dolan is the Co-Founder and President of PushFire, a digital marketing firm offering search engine marketing and management for medium to fortune-sized clients nationwide.
Session Description: In this session dealers will learn why SEO is no longer a luxury, and why Local SEO is vital for success in 2015. They’ll learn how to spot shady SEO providers, or if they do their own SEO, how to optimize the right on-site and off-site signals to boost visibility. Dealers will also learn what’s changed recently in Local SEO and what’s more important in 2015. Finally, dealers will learn how reviews, reputation management, and social media all affect Local SEO, and they’ll leave with a robust roadmap for boosting online visibility in 2015.
• Learn how to spot shady SEO providers
• Learn how to optimize your site for Local SEO
• Learn specific on-site and off-site signals that help boost local visibility
• Learn how social media and reviews are important for SEO
Speaker Biography: Greg Gifford is the Director of Search and Social at AutoRevo. His responsibilities include the development and execution of all client SEO and social media efforts, as well as managing AutoRevo’s corporate SEO and social media presence. He’s got over 15 years of online marketing and web design experience, and his expertise in local SEO has helped hundreds of auto dealers thrive while the industry has struggled during the recession. He graduated from Southern Methodist University and has an obscure movie quote for just about any situation.
Session Description: In this session, learn how take advantage of callouts, location extensions, phone, mobile, sitelinks and more! We’ll walk through the extension options, how to measure success and how to pair (or not pair) them together for better PPC results.
• Learn about the different ad extension options on Google and Bing
• How to measure ad extension success
• What ad extensions to choose
• When to use more than one ad extension
Speaker Biography: Elizabeth is the VP of Search Marketing at Portent, Inc. a full service digital marketing agency in Seattle, WA. She’s a co-author of Wiley Publishing’s “Web Marketing All-in-One for Dummies” a Lynda.com author and speaks on PPC across the USA at conferences like mozCon, SMX Advanced, East & West, State of Search, Searchfest and PPC Hero Con.
Session Description: In this session you’ll walk away with a solid understanding of the basics of paid search and how to tell if your search agency is taking you for a ride. I’ll cover the 10 common mistakes and pitfalls I see when auditing accounts. Then I’ll finish up with the relationship between you and your agency. What you should expect from someone managing your campaigns and I’ll give you a series of questions that you should be discussing on a regular basis to make sure you’re not getting take for a ride.
• Understand the basics of paid search and how the components work together
• Eliminate the common mistakes made when setting up PPC campaigns
• Establish performance metrics (KPIs) to measure your campaign success
• Analyze your current agency relationship and determine if you are getting the right level of service
• Compose a list of questions you should be asking your agency and your agency should be asking you
Speaker Biography: Christi is the Director of Search Engine Marketing for Point It, one of the Pacific Northwest’s largest independent search marketing agencies. Christi has 8+ years of experience developing and managing digital marketing campaigns with an emphasis on paid search, organic search, comparison shopping and analytics. Prior to her role at Point It, Christi managed Search at Expedia, Harry & David, Pointmarc, and Microsoft. Christi is a graduate of the University of Idaho with a B.S. in Marketing.
Session Description: During this session, Miles Olson will be discussing both basic and advanced conversion tracking implementations and their impact on optimization strategies and campaign performance. Starting with the basics, Miles will review how online tracking scripts function to provide the non-technical campaign manager a better understanding of data flow. Miles will further analyze the methods used to exploit the resulting data for optimization efforts and the performance gains that will result. Moving beyond the basics, Miles will survey more advanced tracking strategies to consider things such as multi-click attribution, lead quality, call tracking, and the weighting of multiple conversion types.
• Understand the mechanics behind online conversion tracking
• Understand and exploit the impact of conversion tracking on campaign performance
• Review more advanced conversion tracking implementations to consider
Speaker Biography: An Internet marketing veteran, Miles Olson has 10+ years of experience in the online advertising industry. As Vice President of Customer Engagements for SearchForce, Miles oversees the company’s initiatives for delivering sophisticated technology implementations that meet the competitive demands of brand agencies and advertisers. Miles’s experience includes developing customized digital marketing programs for Time Warner Cable, State Farm, Merck, and OfficeMax. With a keen focus on delivering high ROI and excellent value, he has implemented many cutting-edge digital marketing strategies that leverage his knowledge of paid search and bid management tools through advanced campaign automation, optimization, and third-party system integrations.
Category: Social Media
Session Level: Intermediate
Session Title: Making Social Sell – the Power of Facebook Ads – Leverage Facebook’s Ad Objectives and Targeting Options to Promote Your Dealership and Track Your Results
Session Description: In this session Julia Giacoboni will be reviewing the different types of ad campaigns offered through Facebook ads manager and how you can use them to align with your marketing goals, generate leads, book more service appointments and sell cars.
• Learn the different ad objectives offered through Facebook ads manager
• Aligning your business goals with social media marketing
• Track results using Facebook ads
Speaker Biography: Julia is Director of Social Media Marketing at Stream Companies, a Philadelphia area full service advertising agency. She has worked on numerous social campaigns for a variety of industries including retail, automotive, education, and food & beverage.
Session Description: In this session Robert Karbaum will go over how we were sold a bill of goods about how Social Media would sell us more cars. How many cars have you sold solely on your social efforts? Few? Zero? Don’t fret, we’re in this together. This session will outline the hard truths about what social is today, and how dealers should use it for profit and not for “likes”.
• Why the number of “likes” you have is irrelevant
• Why Instagram & Pinterest are a waste of time for dealers
• Why Social Media is your best advertising medium
Speaker Biography: Robert Karbaum arguably has the best name in the automotive industry. His combined experience over the past decade in E-Commerce and the automotive industry has allowed him to master the art of “AutoSpeak”; the ancient language that bridges the gap between internet geeks, the showroom floor and everything in-between. Robert manages the E-Commerce operations at Weins Canada Inc.; a prestigious automotive group in Canada since 1973 which includes the #1 volume Toyota and Lexus dealerships in the country. In 2013 he won the Best Idea competition at the DrivingSales Executive Summit, and defended his title by winning again in 2014.
Session Level: Advanced
Session Title: Real Local SEO for Auto Dealers – Advanced Tips and Techniques for Navigating Google My Business, Apple Maps and the Confusing World of Local Search
Session Description: In this session, Andrew Shotland will teach you how to get the latest techniques for improving your local and non-local organic Google rankings. Learn basic techniques for diagnosing problems with your Google My Business pages, local citations, backlinks and more. Andrew will also provide an in-depth look into how to use Apple Maps to market you business.
• Learn How To Diagnose Tricky Google My Business Problems
• Learn How To Get Your Business on Apple Maps or Fix a Problem in Apple Maps
Speaker Biography: Andrew is the founder of Local SEO Guide, one of the leading full service search engine optimization consultancy specializing in Google My Business, Apple Maps and Google SEO. Andrew is a regular contributor to SearchEngineland and has been helping large and small multi-location brands get found since 2006.
Session Description: In this session Zeph Snapp will give dealers actionable tips on how to market to Spanish speakers, even if they don’t speak Spanish themselves.Over 10% of the US population speaks Spanish at home (2010 Census), and while some dealerships have bilingual salespeople, dealer websites have not caught up with the times.
• Decide whether you should market Spanish speakers
• How to translate your website so it appears in Search Engine results
• Learn to optimize your bilingual social media presence
• How to use paid media (PPC & retargeting) to increase Spanish language leads
• How to use exisiting videos to rank in Spanish language search results
Speaker Biography: Zeph Snapp is the CEO of Altura Interactive, the digital marketing agency he founded in 2010. His focus is helping companies reach Spanish speakers in the US and Latin America. He has spoken at industry events like Searchfest, State of Search and Mozcon. His data driven, customer-centric approach has been trusted by brands like Expedia and Shopify, and tons of others that have existing NDA’s.
Session Description: In this session AJ Maida will share strategy’s people have put in place to take Papa’s Social Media strategy and change it to a Social Commerce strategy generating website traffic. AJ will attempt to not interfere while Kate talks about strategies she is using for a NYC beauty company who produces more revenue from their Social Commerce then from their direct website visits.
• How to get sales from Social
• Strategy’s to drive traffic to your website from social
• What types of content works?
• It’s called a strategy because you need to strategize
• We aren’t selling anything!!!
AJ Maida Biography: AJ has been in the car business for over 20 years. An early adopter of Internet marketing and the Director of Digital and Marketing for Papa’s Chrysler Dodge Jeep, since April, 2007. He was the cover story in the December 2010 Digital Dealer magazine where Cliff Banks said “Maida has become one of those Internet guys who is a leader in the business whose perspective is a step or two ahead.” He is a popular presenter at conferences and for online seminars.
Kate Frost Biography: For more than a decade, Kate Frost has specialized in automotive digital marketing, with an emphasis on social media. She is currently President of Kate Frost INC an award winning Digital Marketing provider. She has conducted hundreds of campaigns designed to brand businesses, drive traffic and generate sales and service leads. She has been invited to both Facebook and Googles headquarters and attends many Digital Marketing conferences to stay in front of emerging trends and best practices. Kate was recognized as Dealer Marketing Magazine’s 2014 Technology Leader in Social Media. She is a past presenter here at Digital Dealer as well as numerous other conferences. She is also frequently invited to present at many 20 groups around the country and many webinars including 3 times for the DealerOn weekly webinar where she is consistently one of the most watch presenters.
Session Description: This session will focus on the visual side of social networking, on sites like Pinterest, Instagram, Facebook, Twitter and Google+. You will learn how to come up with ideas and create the kind of visual content that will be shared and drive real traffic, gain social signals … all of which will in turn boost your SEO efforts and help you dominate anything your competitors are doing.
• Learn how to use Instagram, Twitter, Pinterest, Facebook and Google+ more effectively
• Learn how to generate ideas for visual content that is shareable
• Learn how to get an ROI out of social media
• Learn how Social Media boosts your SEO efforts
Mathew Siltala Biography: Matt Siltala is an online search industry leader and President of Avalaunch Media. Matt’s clients have included companies like Sales Force, Steven Covey, The Home Depot, and AtTask. Because of Matt’s passion for the online industry and all things digital marketing, he loves collaborating with other industry leaders and speaking at search conferences like Pubcon, SMX, State of Search, Search Fest and Search Engine Strategies, and at other events and Universities, like the business plan competition at BYU-Hawaii.
David Mink Biography: David Mink is a licensed attorney and founding partner of Avalaunch Media. David is also one of the founding board members of SLC | SEM, a non-profit business league dedicated to providing search marketing education and information sharing in Utah. David works with clients like Pearson, Xinsurance, STACK.com, CEO.com, and many professional service groups. David is a frequent conference speaker at PubCon, Search Marketing Expo (SMX), universities, and other professional organizations. David has also founded a number of ecommerce websites, developed Internet marketing training curriculum for business learning companies, and recently produced one of the first social media compliance guides.
Will Scott Biography:Will Scott has been helping small businesses get online since 1994. He has led teams responsible for building thousands of Small Business websites, building hundreds of thousands of pages in online directories and delivering millions of visits from search. At Search Influence, Will leads a team of dedicated professionals who put customer results first.