DD18 Sessions & Speakers

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Additional sessions added weekly. Click here for the complete printable agenda or click here to build your custom agenda.


 

CRM, Data & Analytics


 

Anthony Bartoli & Rich Lucy

Category: CRM, Data & Analytics
Session Level: Intermediate
Session Title: CRM – Are You Serious! – Is Your CRM like the Radio in Your Car. You Turn It on and It Does Ok but You Really Don’t Have It Dialed In

Session Description: In this session Anthony Bartoli & Rich Lucy will help you identify areas & processes in your CRM that you can improve and implement quickly to increase sales. This dynamic duo will give you the goods to take back and implement without spending money.

Takeaways:
● How to manage your staff utilizing the CRM
● Where to find the “invisible” low hanging fruit in the dealership
● Learn how to identify and dial in your CRM
● Managers & owners learn how to manage and keep your CRM safe

Anthony Bartoli Biography: Anthony Bartoli has worked in almost every sales/management position in the dealership as well as a consultant for dealerships. He has been in the automotive business for over 14 years & will give you a great insight on suggestions from first hand successes and failures of ideas.

Rich Lucy Biography: Rich received his first automotive Internet sales position as a one-man department in 2000. Since then, he has managed nearly every structure of Internet sales in a dealership, from one-man to team to sales-run BDC to call center BDC. At 15 years now, Rich is among the longest tenured dedicated retail Internet automotive professional in the business. He has served on advisory boards and has spoken at several conferences.

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Eric Brown

Eric Brown

Category: CRM, Data & Analytics
Session Level: Intermediate
Session Title: Timing is Money – Align Your Marketing and Messaging to Their Behavior along the Path to Purchase and Accelerate That Path and Increase Conversion by as Much as 300%

Session Description: In this session dealers will learn why many dealerships treat every lead the same way, following a process established decades ago. Follow up: 3 days a call, 7 days an email, 10 days another call and so on. After a month, whether the consumer is still shopping or not, the prospect is often mark many of your best sales prospects in your CRM as DEAD, Not only are thousands of viable prospects ignored, the consumer’s experience becomes more about the sales person’s perspective than their own. Over 42% of leads marked as dead in dealer CRM are actively shopping according to a recent study.

Takeaways:
● How to increase lead conversion as much as 300%
● How to identify and prioritize follow up based on propensity to close
● How to increase current sales opportunities in their CRM by 42%

Speaker Biography: Eric Brown is a senior executive with over 25 years experience in marketing and technology and cofounder of Dataium the automotive industry’s leading behavioral data aggregator and analysis company. His executive career includes leadership positions at Fortune 100 companies. He has been a contributor for Fox News, Forbes, Wall Street Journal, and numerous other publications. Mr. Brown is member of the Gerson Lehman Group Automotive Counsel and noted expert on behavioral data technology and best practice.

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Allen Levenson

Allen Levenson

Category: CRM, Data & Analytics
Session Level: Intermediate
Session Title: Increasing Customer Loyalty Thru Database Mining & Equity Marketing – Generate Dozens of High-Gross Deals Monthly Turning Existing Customers into Repeat Buyers

Session Description: In this session Allen Levenson will show how to use equity mining to beat your competition. Allen will teach you how to leverage direct mail, e-mail, phone appointment setting, and selling to customers while they’re on your service drive. He will share results from a 2-year, 200-dealership case study on equity marketing. Additionally, he’ll show how to use vehicle valuation data to conquest your competitors’ customers who live in your market.

Takeaways:
● Mine your owner database to identify in-market customers and generate hundreds of high quality leads
● Learn how to develop the perfect, personalized message for each of these prospects
● Learn how to target these high potential leads through direct mail, e-mail, phone and in the service
● Learn the most cost effective, easiest means available to add 20+ incremental sales each month
● Conquest new customers to your dealership

Speaker Biography: Allen Levenson is a Partner with Prospect Vision, a 14-year old company that helps hundreds of dealerships—including AutoNation, Penske, Asbury and others large and small—increase sales dramatically by mining their customer database and targeting customers based on the equity in their current vehicle. Prior to Prospect Vision, Allen spent 8 years as V.P. Sales & Marketing of Asbury Automotive Group, a publicly-traded dealer group. Previously, Allen was founder of a leading business-to-consumer e-commerce site and a consultant with McKinsey and Bain & Company.

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George Peters

George Peters

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?

Takeaways:
● 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.

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Digital Marketing


 
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Matthew Belk

Matthew Belk

Category: Digital Marketing
Session Level: Intermediate
Session Title: It’s All about That Lead, ‘Bout That Lead….No Trouble – The 3 Easy Concepts That You’ve Been Missing

Session Description: In this session, Matthew will share his approach to responding to and reaching out to customers to help maximize the value of every lead. He has specific keys to help unlock the potential of your BDC, including how to get more appointments set, best practices with your BDC, and the secret sauce for an excellent personalized email response.

Takeaways:
● Identify the 3 key elements of customer contact
● Analyze the specific components of an excellent response
● Discuss how to increase customer contact using the same techniques that sold 27,000 cars in one year

Speaker Biography: Matthew Belk is the CEO of Better Car People, a company which specializes in answering sales and service leads for dealerships across the US and Canada. Better Car People began in 2010 with four automotive professionals, and it has since grown to roughly 50+ employees and is continually developing new and innovative technologies and trainings for automotive dealerships. Our products include Overnight BDC for Sales, Overnight BDC for Service, and Better Appointments. Matthew Belk began his career in the automotive industry as the Director of eCommerce for Hendrick Automotive (September 1999 to April 2008). He navigated the $3 billion company through a significant industry change, and his leadership culminated in $27,000 in retail sales generated from initial email inquiries. This was accomplished through discovering, and quickly communicating, successful best practices and new technologies to 60+ general managers, internet managers and C level executives at the corporate office.

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Bill BradleyChad Rader

Bill Bradley & Chad Rader

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.

Takeaways:
● 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.

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Larry Bruce

Larry Bruce

Category: Digital Marketing
Session Level: Intermediate
Session Title: Inbound Marketing – Why You Don’t Get To “UP” Customers Anymore

Session Description: In this session Larry Bruce will show dealers why the Internet has transformed the car buying experience. It’s no longer necessary for consumers to come to your lot to shop. Most consumers prefer to start their car shopping online visiting the numerous third-party listing portals and dealership websites before even making their car buying intentions known to a dealer. You no longer get to “up” these customers – they have to “up” you by starting the conversation.

Takeaways:
● What Inbound Marketing is and how to implement it
● How to find and develop a targeted audience of relevant in-market shoppers
● How to get your customers to start conversations with you earlier in the process giving you advantage
● The 6 channels of marketing integration and how to use them effectively
● How automated lead management can help you connect with your customers faster and more consistent

Speaker Biography: Larry Bruce is President & CEO of OnlineDrive the automotive industries first and only In-Bound Marketing Platform, and former Vice President of Managed Marketing Solutions for Reynolds and Reynolds, Founder, President & CEO of AIMData an industry leading data management and CRM company based in Houston TX. Larry has 16+ years retail automotive management experience in dealerships all across the U.S. Over the past 8 years Larry’s company AIMData has helped hundreds of dealerships increase sales and customer retention.

Watch Video: Coming Soon

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Paul Caldwell

Paul Caldwell

Category: Digital Marketing
Session Level: Intermediate
Session Title: Creative: The One Word NOBODY is Talking About – Any ‘Digital Expert’ Can Tell You Where You Need to Be. But Nobody Is Telling You What to Say. Until Now

Session Description: In this session Paul Caldwell will explain advertising both digitally and traditionally and how each medium is consumed differently. Which message do you use for which medium? How do you as a dealer get your brand noticed? And now that your competition is catching up online, how can you differentiate yourself?

Takeaways:
● Find out what elements are essential in your creative for both your branding message and your retail message
● Learn which type of creative to run where… because the elements in your TV spot should be different than your Pre-Roll and your re-targeting message should differ from a simple display ad
● Discover secrets to stand out from your competition

Speaker Biography: Paul Caldwell, Owner/Partner of Moore & Scarry Advertising. Hailed as the pioneers of digital advertising, Moore & Scarry is the nation’s largest Tier 3 automotive advertising agency, with over 250 franchised dealerships across the country. With 20 years in the business, Paul has served key roles in automotive agencies, direct marketing shops as well as various media outlets. Prior to serving as co-owner of Moore & Scarry, Paul worked at McGee & Starr, Clear Channel, ABC, Virtual Lending Source, along with owning a cluster of radio stations. As Owner/Partner of Moore & Scarry, Paul runs the day-to-day operations, he also assists in the planning for many of our accounts and runs the agency’s business development center. Paul’s experience and insight into many different dealerships in every type of market, gives him a unique perspective. Paul has the objectivity and expertise to know what works – and what doesn’t – in both digital and traditional media.

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Rob Campbell

Rob Campbell

Category: Digital Marketing
Session Level: Intermediate
Session Title: The New Keys to Closing Your Most Profitable Customers – Find and Focus on the Customers Who Make You the Most Money

Session Description: Join Rob Campbell, to see how your dealership can make real-time investments in your most profitable audiences and harness the power of personalization. The choice to manage your target audience & personalize their experiences is a choice that you deserve. Come to find out how focusing on the customers who make you the most money will help your dealership combat compressed margins & put you back in control of the shopping experience.

Takeaways:
● Identify your audience in real-time and align your targeting & marketing investments with your business
● Create & deliver a 1:1 customized shopping experience
● Gain real insights into the content, creative & positioning that best engage

Speaker Biography: Rob Campbell is a 2nd generation General Motors dealer. Rob got his start at age 12 in his dad’s Buick-GMC dealership washing cars and learning day-to-day operations. Sixteen years later, Rob assumed his father’s dealership upon his departure. In his 20-plus years in the automotive industry, Rob developed a unique automotive skill-set which eventually led him to launch his own consulting business working with dealers in all areas of dealership operations. Starting with the development of his first internet department in 1996, Rob has been able to help dealers create new and different ways of doing business that achieve high results, while thriving in a constantly changing environment.

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Justin Cook

Justin Cook

Category: Digital Marketing
Session Level: Intermediate
Session Title: Competition Targeting – Targeting Your Competitors before They Target You – How to Use Advanced Digital Marketing Strategies to Outsmart, Outwit and Outwork Your Competitors

Session Description: In this session dealers will find out how they can gain an unfair, but completely legal advantage by using data and hyper targeted digital marketing to bring your competition’s customers to your dealership.

Takeaways:
● Understand your market share and the impact it has on your sales
● Identify the factors that make your dealership more attractive to customers
● Improve your competitive footing through on- and off-site marketing
● Discover techniques to target and convert buyers who are shopping your competitors

Speaker Biography: Justin Cook finds truth in numbers and transforms digital marketing through data-driven innovation at C-4 Analytics, an award-winning digital agency specializing in hyper targeted behavioral marketing and advanced web analytics. Blending proven marketing practices with the evolving science of analytics, Justin develops next-generation strategies rooted in the psychology of decision-making, yielding results that turn C-4 Analytics’ clients into leaders in their markets. Justin’s no-nonsense style has made him a sought-after expert for trade shows and industry lectures, where he discusses mindful approaches toward innovative targeting, rewriting the rules and expectations for digital marketing in numerous fields.

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Ian Cruickshank

Ian Cruickshank

Category: Digital Marketing
Session Level: Advanced
Session Title: The Vehicle Detail Page Click – How to Get More Direct VDP Views and Make Them Stick – Uncover the Best Ways to Get High Quality VDP Traffic Today

Session Description: In this session Ian Cruickshank will cover the impact and importance of the Vehicle Detail Page click or view in today’s dealer marketing. There is no longer any doubt that VDP view is considered to be one of most sought after and highest converting website metrics. However, consistently driving vehicle detail page views with your online marketing dollars can be elusive. Ian will uncover the best ways to increase this important metric for your business.

Takeaways:
● What is the importance of a VDP Click
● How can dealers generate more VDP clicks in the market today
● How we need to measure VDP clicks and engagement differently from a typical click
● What are the tools that you need to make VDP Clicks start working for immediately

Speaker Biography: Ian has spent over 10 years in Marketing and Digital Advertising. His early days were spent with two of the largest media companies in Canada in sales and sales-leadership roles. In recent years he has spent his time both consulting on digital disruption and as the head of sales and marketing for a social media marketing firm in Vancouver, BC. As the VP of Sales & Marketing for Speed Shift Media, he is the head of all revenue generating activities. With a Masters in Business and IT Management and as an Adjunct Professor at the University of British Columbia he is regularly called on to present and lecture on a variety of Information Technology and Digital Marketing concepts.

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Devin Daly

Devin Daly

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.

Takeaways:
● 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.

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Michael DeVito

Michael DeVito

Category: Digital Marketing
Session Level: Intermediate
Session Title: Winning the Mobile War – How to Get to #1 in Your Market – Mobile Strategies You’re NOT Using, But Should Be

Session Description: In this session, Michael DeVito will provide a quick summary of the most critical and immediately actionable mobile marketing strategies for dealers to embrace in 2015.

Takeaways:
● Identify Google Speed Issues with Their Websites
● Understand Limitations and Problems with Non-Responsive Websites
● Learn How to Effectively Reach Car Buyers with Mobile Marketing

Speaker Biography: Michael DeVito oversees the Design and Production departments at DealerOn in his role as the Chief Creative Officer. With 15 years of experience in multimedia/web design, DeVito is an expert in interactive design, UX, brand identity design, content creation and print collateral. DeVito is responsible for the design and development of DealerOn’s responsive website platform, Chameleon. Michael began his career in 3D animation and design for companies like Converse, Panasonic, Johnson & Johnson, and Volvo, earning numerous Telly and Aurora awards. Michael has worked as a designer, writer and art director for a variety of companies including Marvel, DC Comics, Cartoon Network, Comedy Central, and MTV. Outside of his work at DealerOn, Michael will be serving as an Executive Producer for Walt Disney Pictures on an upcoming film adaptation of the New York Times bestselling graphic novel, The Stuff of Legend, published by his company, Th3rd World Studios.

Watch Video: Coming Soon

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Jim Dykstra

Jim Dykstra

Category: Digital Marketing
Session Level: Fundamental
Session Title: Targeted Video Increases Conversions – Video Is like Inventory, It’s All about the Mix!

Session Description: In this session Jim Dykstra will begin with strategy and then shift to tactical planning. When you consider most consumers wait until the last week to choose a vehicle, imagine how hard it is for them to then quickly choose a dealership. That is why consumers continue to search for dealership, staff and customer videos. Staff answering frequently asked questions and authentic customer testimonials are just two examples of the video content consumers need to convert.

Takeaways:
● Outline a video strategy and optimization plan
● Assess current video mix and determine immediate needs
● Learn what makes staff videos truly impactful
● Learn how customer testimonials build reputation and drive conversions

Speaker Biography: Jim Dykstra has 25-plus years of leadership in automotive, finance, and marketing. Jim began his career as Sales Manager with Key Royal Automotive, moved to the manufacturer side with Cadillac as District Sales and then Marketing Manager before joining GMAC as Special Liaison/Branch Manager in Northern California. As the Internet exploded into the auto industry Jim joined former client Dale Pollak to spearhead the launch of cars.com. Jim built a world class team that developed the launch plan, training for sellers and dealers, and led the initial sales of cars.com in 100+ affiliate markets. As a life-long student of the auto industry Jim continues to share his insight with manufacturers, media companies, and dealers in an increasingly competitive environment.

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Dean Evans, Subi Ghosh, Bill Simmons & Joe Webb

Category: Digital Marketing PANEL
Session Level: Intermediate
Session Title: Millennials, Mobile and Moving the Metal – How to Make 2015 the Year of the Dealer

Session Description: In this can’t miss session, Dean Evans, CEO of LotLinx, will be moderating a panel comprised of some of today’s best automotive minds, gathered together to make 2015 the Year of the Dealer. Some of the topics discussed will include: how online development is affecting car shopping, how to target millennials and bring them into your showroom, how mobile can equal digital and showroom traffic, and the importance of sales velocity and what dealers can do to move the metal. The industry is changing and the goal of this panel is to give you a competitive advantage in your marketplace.

Takeaways:
● Identify how to reach out to millennials and pull them into your showroom
● Manage mobile to bring in digital traffic
● Increase sales velocity and move metal

Dean Evans Biography: Dean Evans, CEO of LotLinx, has over 20 years of experience in the automotive industry, most recently as CMO of Subaru of America, Inc. (SOA). In that position, he oversaw demand generation, brand awareness and customer engagement programs that directly contributed to the company’s highest years of sales growth in its history. While serving as CMO of Dealer.com, Evans oversaw revenue growth of $15 million to $100 million over three years and was instrumental in increasing the company’s dealer customer base from 600 to 7,800 rooftops.

Subi Ghosh Biography: Subi Ghosh has been working in the Automotive Industry for the past 7 years. Her first 6 years were spent as an Internet Manager, Sales Director, and Sales & E-Commerce Director. She was recently promoted to Executive Vice President Dealer Authority, a digital marketing company that works with dealerships who want a custom-tailored Social and Search Strategy. Subi’s passion for the industry and drive to be an advocate for dealers serves as a perfect match with Dealer Authority. Not only has she been a speaker at multiple Automotive Conferences including NADA but she has also been a guest blogger with DealerKnows. Subi keeps actively involved in the automotive community as to share her knowledge, grow within her profession, and improve the way the industry sells and markets cars.

Bill Simmons Biography: Bill Simmons is the E-Commerce Director of the 11 store Haley Auto Group based in Richmond VA. Bill has been in the car business for 37years and has experience all departments of dealership operations. Prior to this position with Haley, Bill was the General Manager of one of their stores that excelled in internet processes and digital marketing. The owners of the company asked him to use this experience to help the entire dealership group and he has been in his current position for 2 years now.

Joe Webb Biography: Joe Webb is the President of DealerKnows, an automotive Internet sales and digital marketing consulting firm focused on maximizing dealerships’ online investments through hands-on/on-site training, virtual consulting, and the industry’s first lead management coaching software. He has been called “the funniest guy in the car business” and passionately consults nationwide, showing dealerships success by instilling proven, online-influenced operational initiatives. He writes for multiple publications and resource sites, films comedic videos about car sales that are almost entertaining, and is viewed as one of the top process improvement experts in our industry. As a true “dealer guy” with a history of retail success, Joe is best known for blending the lines between entertainment and education.

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Jason Ezell

Jason Ezell

Category: Digital Marketing
Session Level: Intermediate
Session Title: Wrong Metrics = Skewed Results = Wrong Reactions… How Should You Measure Your Website’s Success? – LTV Has Always Been the Standard by Which We Measure the Performance of Our Dealer Sites. But Is This the Right Metric? Are There Others?

Session Description: In this session Jason Ezell will explore some simple metrics that can pinpoint lead blockers and pitfalls in your consumer experience. The results are amazing, with any website!

Takeaways:
● Define exactly what LTV is and its variations
● Learn the formula, and metrics that make up LTV
● Learn how to use these other metrics to pinpoint issues
● Identify the exact areas of your website that are deterrents to lead submission
● Increase your lead output with simple, no-charge changes

Speaker Biography: With almost 25 years experience in the automotive industry, Jason Ezell first managed dealerships for over 8 years before being invited to join Autotrader.com’s first sales team after its inception in 1998/99. He then started one of the most unique and respected website companies in the industry. As a member of JD Power’s Internet Round Table, an NADA 20 Group Preferred Speaker and a Digital Dealer Conference Speaker, Ezell is well known as an expert in automotive Internet for his statistical approach to analyzing user data to better understand how to sell cars on the Internet. Ezell was recently co-founder and President Dataium LLC, the largest aggregator of auto shopper behavior data in the industry. In February of 2014, Ezell’s desire to return to his original passion of dealer websites, led him to join the DealerOn Team as their VP of Sales Operations. Now Ezell applies his years of first-hand experience, from many perspectives to building the ultimate, highest performing websites in the industry.

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David Farmer

David Farmer

Category: Digital Marketing
Session Level: Fundamental
Session Title: How ZMOT Got It Wrong! Automotive Marketing and the Evolution of the B2C Marketing Stack – Today’s Most Progressive Dealers Are Leveraging Interactive Marketing Technologies to Identify and Engage Automotive Shoppers throughout the Path to Purchase

Session Description: In this session, dealers will learn 5 specific strategies that they can take back to their dealership that will help them convert more leads, schedule more appointments, boost showroom traffic and sell more cars by leveraging interactive marketing technologies.

Takeaways:
● Understand the importance of consistency in your marketing message across all channels

Speaker Biography: David is the founder and CEO of intice, the most advanced dealership Gift Card conversion technology suite available today. intice helps dealers convert more leads, increase showroom traffic by using Visa Reward Cards to incentivize online shoppers. David has over 25 years of combined automotive experience with a strong focus on BDC, Internet Sales, Digital Marketing and a Progressive Sales Process. He developed a BDC that was responsible for over 200 units/month in one of the largest Toyota Dealerships in the U.S. in the late 1990’s. David also was the General Sales Manager for several large volume Tier I import stores including a New Open-Point Toyota store in a Major Metro Market. This store delivered over 1000 vehicles in the first 90 days, with a 9 Person BDC, 36 Sales people, a closed floor and rotation system. A progressive sales process designed to provide a Wold-Class customer experience and full transparency was utilized.

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Dennis GalbraithGino Cipperoni

Dennis Galbraith & Gino Cipperoni

Category: Digital Marketing
Session Level: Advanced
Session Title: Third-Party Leads vs. Dealer Site Generated Leads – Each Lead Source Has Its Advantages

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.

Takeaways:
● 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.

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Subi Gosh

Subi Ghosh

Category: Digital Marketing
Session Level: Advanced
Session Title: Getting Your Vendors Collaborating Instead of Competing: A Roadmap – Learn How to Take the Digital Marketing Tools You Already Have to Maximize Your Opportunities

Session Description: In this session, Subi Ghosh will be providing you a roadmap on how to not only hold your vendors accountable, but how to create a collaborative environment that helps streamline the process of evaluating monthly services and vendor partners and increases efficiency and ultimately sales.

Takeaways:
● Assessing current services
● Evaluating your own benchmarks and analytics
● Defining the terms in which they will be communicating
● Establishing a process through which all vendors comply to keep overall marketing moving in sync

Speaker Biography: Subi Ghosh has been working in the Automotive Industry for the past 7 years. Her first 6 years were spent as an Internet Manager, Sales Director, and Sales & E-Commerce Director. She was recently promoted to Executive Vice President Dealer Authority, a digital marketing company that works with dealerships who want a custom-tailored Social and Search Strategy. Subi’s passion for the industry and drive to be an advocate for dealers serves as a perfect match with Dealer Authority. Not only has she been a speaker at multiple Automotive Conferences including NADA but she has also been a guest blogger with DealerKnows. Subi keeps actively involved in the automotive community as to share her knowledge, grow within her profession, and improve the way the industry sells and markets cars.

Watch Video: Click Here

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Truman Hedding, Anthony Bartoli, & Drew Ament

Category: Digital Marketing
Session Level: Advanced
Session Title: Advanced Pre-roll Strategies With Facebook & Google – What the Dealer down the Street Does NOT Want You to Know

Session Description: In this session, led by a video marketing guru and dealers just like you, will get straight to the point with proven advanced pre-roll strategies the dealer down the street does NOT want you to know. Bring your notepad, this will go fast. This is one session you’re not going to miss – guaranteed.

Takeaways:
● Identify and implement advanced pre-roll strategies with Google & Facebook like a pro
● Learn from dealers how pre-roll can impact your bottom line
● Eliminate wasteful spending from targets that bloat views and increase your CPV
● Understand how to segment your targets for greater insights and controlled messaging
● See examples of pre-roll ads that work, and those that don’t

Truman Hedding Biography: Truman Hedding is the Chief Marketing Officer for Dealer Preroll, a Google Partner and leading provider of pre-roll creation and marketing services for dealers. As a recognized expert in the search marketing community and innovator, Truman has consulted for numerous Fortune 500 companies and small businesses across the nation. Mr. Hedding has been quoted in such notable publications as the Los Angeles Times, Businessweek, and American Express OPEN Forum and serves on the Advisory Council of the Automotive Resource Network (ARN).

Anthony Bartoli Biography: Anthony Bartoli has worked in almost every sales/management position in the dealership as well as a consultant for dealerships. He has been in the automotive business for over 14 years & will give you a great insight on suggestions from first hand successes and failures of ideas.

Drew Ament Biography: As a true “Jack of all trades” Drew Ament spearheads all aspects of internet marketing for Sands Automotive Group in Arizona and carries over 25 years experience starting in retail and transitioning to marketing.

Watch Video: COMING SOON

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Bobbie Herron

Bobbie Herron

Category: Digital Marketing
Session Level: Intermediate
Session Title: Let’s Talk about Vendors and VDP’s #accountability – Whether You’re the Dealer, GM or Digital Ninja This Is Cant Miss. VDP’s – Track, Read and Analyze. Vendor Accountability and Additional Sales Opportunities

Session Description: This session will cover how to properly track VDP’s in analytics with an easy to apply filter. Bobbie Herron will be sharing the spreadsheet he uses to track VDP’s internally in their group by week, what those results mean and how to hold your vendors accountable using them.

Takeaways:
● How to to Accurately Apply Filters in Analytics and Track VDP’s
● How to Look at SRP and VDP Counts to Hold Vendors Accountable for Performance
● How Does a VDP Correlate to a Sale on the Floor

Speaker Biography: Bobbie Herron’s love for this Industry began when she was hired as an “assistant” to the Variable/Fixed Operations Departments at a Ford store in a small town. She credits many successes to the time she spent in that store. She was moved between departments taking on a front of the house porter style role in each one. From photographing vehicles to calling every customer who visited the service department to make sure they were “completely satisfied”. She learned the best of each role. Throughout her career she sold vehicles, lead sales teams to success as their manager and created, managed and built successful BDC’s. She has been a Finance Manager, a GSM and now a Digital Sales and Marketing Director for a 16 franchise group. In 2014 she served on both the VinSolutions Dealer Partnership Council, Autotrader’s Annual Dealer Panel and recently he was named a 2014 “40 under 40” by Automotive News.

Watch Video: Click Here

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Tim James

Tim James

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.

Takeaways:
● 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.

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Saphura Long

Saphura Long

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.

Takeaways:
● 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.

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Peter Martin

Peter Martin

Category: Digital Marketing
Session Level: Intermediate
Session Title: Mining Your Data to Generate New Business – Your next Best Customer Is Sitting in Your CRM, Learn How to Market to Them

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.

Takeaways:
● 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.

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Howard Polirer

Howard Polirer

Category: Digital Marketing
Session Level: Fundamental
Session Title: How Marketing CPO Online Can Fuel Your Dealership’s Economy

Session Description: This session will explain how CPO keeps car buyers in-brand, supports loyalty and move-ups, then identifies the steps for building a CPO program online to drive influence and preference to your dealership.

Takeaways:
● How to build awareness of your CPO program on third-party sites and your dealership site
● How to build a CPO education program online
● How to leverage your OEM’s marketing assets and co-op funding for CPO
● How to work with Millennials, who would prefer a New car but can’t currently afford one

Speaker Biography: Howard brings more than 16 years of experience as a dynamic automotive sales educator to dealer audiences across the nation. As one of the nation’s premier automotive educators, Howard has taught thousands of dealers about effective online innovation and Internet advertising at hundreds of conferences for national, state and local dealer associations. He has also served as a dealership consultant for over 25 major dealer groups. Previously, Howard owned his own automotive sales training and consulting company and was also the executive vice president of an automotive training company serving clients, OEMs and associations. With over 30 years of experience in the retail automotive business, Howard has extensive dealership expertise, having grown from a salesperson at a Toyota dealership to sales manager and then to general manager for a Volkswagen, Subaru and Chevrolet dealership.

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Tom Rocha

Tom Rocha

Category: Digital Marketing
Session Level: Intermediate
Session Title: So, You Have REAL Video – Do You Really Still Need Photos?

Session Description: In this session Tom Rocha will show dealers why video is all everyone is talking about. Is there still a place for photos in your online merchandising, marketing and sales? If so what and where is it and how do you find the best ratio of video to photos and what are the best practices for you digital content.

Takeaways:
● Learn why HD Full Motion Video moves shoppers to buyers
● Identify where legacy technology fits in today’s online landscape
● Have a plan to implement Video and Photos for the entire dealership

Speaker Biography: Tom Rocha Chief Operating Officer/Partner LESA Live Event Stream Automotive Thought, Product, Process, Optimization, Distribution and Monetization Leader in Online Full Motion Video. Mr. Rocha, with over 25 years of experience in all facets of sales, service, support, logistics and delivery, is the Chief Operating Officer of Live Event Stream. Previously he worked at Event by Wire where, as the VP of Operations he was a pioneer in online webcasting, responsible for the delivery of thousands of online broadcasts. Tom has been intricately involved as an innovator and implementer of cutting-edge new technology to industry, first with: AutoRevenue, a permission-based email marketing company, as Regional Sales Manager where he provided CRM sales, service and finance solutions to automobile dealerships in the south-central and southwestern United States; and with Market Scan Information Systems, where he served as Divisional Customer Support Director, and National Business Development Manager.

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Jim Roche

Jim Roche

Category: Digital Marketing
Session Level: Fundamental
Session Title: Using Closed Loop Marketing to Win Back Lost Service Customers – Analyze Shop Capacity and Fill Unused Time Slots

Session Description: In this session dealers will learn how to analyze unused shop capacity, and then use that data to create targeted marketing campaigns with price elasticity to win back service customers.

Takeaways:
● Analyze data for a comprehensive view of capacity
● Use price elasticity to fill unused time slots in the service department
● Utilize the data to win back lost customers

Speaker Biography: Jim Roche is Xtime’s Senior Vice President of Marketing, Sales and Managed Services, bringing nearly 30 years of automotive high-tech leadership experience. Previously, Jim was Founder and President of Auto Point, a division of SRS, where he oversaw the development of the industry’s first multi-channel marketing platform and its subsequent acquisition by SRS. While at SRS, Auto Point experienced rapid growth; SRS was acquired by Welsh Carson Anderson and Stowe in 2013. Prior to Auto Point, Jim was CEO of Ocentrix, Inc., which developed a modern technology automotive dealership management system. Jim has also served as VP of Product Management at Autobytel, where he oversaw the Autobytel product portfolio and drove the development of the RPM CRM platform, and as SVP of Operations at Newgen during the company’s rapid growth to over 5,000 dealerships and 1999 IPO. While at Newgen, Jim oversaw the creation of the automotive industry’s first Web-based on-demand marketing tool, Carabunga.com.

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Ken Schwartz

Ken Schwartz

Category: Digital Marketing
Session Level: Intermediate
Session Title: A Review of the Laws and Regulations Impacting Automotive Advertising – This Session Will Review the Laws and Regulations That Impact Automotive Advertising, including Reg Z Disclosures under Truth in Lending and Data Privacy

Session Description: In this session Ken Schwartz will give dealers a review of the laws and regulations that impact automotive advertising, including Regulation Z disclosures under Truth in Lending and data privacy.

Takeaways:
● Staying Compliant of Federal and State Regulations
● Protecting Your Customer Data
● Protecting Your Digital Reputation

Speaker Biography: Ken Schwartz is a different kind of attorney. Instead of telling you that something can’t be done, Ken has spent his entire career in both business and law identifying regulatory issues that exist in business, and delivering creative solutions to accomplish goals. Ken is currently the Founder and President of InMarket Solution, a guaranteed performance marketing program. InMarket products include Pay-for-Performance, where InMarket pays for the marketing programs and earns solely on a commission basis as cars are sold; and Guarantee Performance, where the number of cars sold in an advertising campaign are guaranteed. Prior to building InMarket, Ken was the CEO of Visionamics, building its flagship product CityTwist from the ground up. A serial entrepreneur, InMarket is Ken’s 5th successful business venture.

Watch Video: COMING SOON

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Todd SmithDavid Kain

Todd Smith & David Kain

Category: Digital Marketing
Session Level: Intermediate
Session Title: The Wizard and the Silver Fox Deliver Digital Magic – The Wizard (Todd Smith) and his sly friend the Silver Fox (David Kain) will be brewing their secret potion of digital magic for your dealership

Session Description: In this session, Todd Smith and David Kain, will be brewing their secret potion of digital magic for your dealership. These two automotive veterans are sure to amaze you with their sorcery and magic. Each attendee will receive not only the list of 10 ingredients necessary for a successful dealership, but also how to implement these proven strategies to produce digital magic for your store.

Takeaways:
● Identify 10 ingredients every dealership must have in their digital marketing potion
● How to effectively implement the 10 digital ingredients to ensure your success
● Diagnoses of your dealerships current lead follow up fails and how fix them
● Powerful tips to align your sales and service teams and create digital magic

Todd Smith Biography: Todd is Co-founder and Chief Executive Officer of ActivEngage, the automotive industry’s leading live chat service provider. He has over 20 years of successful industry experience and has worked in every facet of dealership operations, including spending 2007 as the general manager of a Chevrolet dealership. Todd has developed some of the most cutting edge eBusiness, BDC and showroom sales strategies and solutions for a variety of clients including Ford, Ford of Canada, AutoNation, Budget Car Sales, Maritz Inc, Mazda North America, Toyota Motors Sales, ADP AutoTrader.com and over 1,500 dealerships across the U.S.

David Kain Biography: David has a unique background that includes Automotive Retail, OEM Executive Leadership and Digital Sales Training and Consulting. During his 20 years in retail he served in various positions in sales and service at Jack Kain Ford, where he remains a partner today. His Internet experience includes developing his own dealership Internet Operation and being a co-founder of FordDirect.com, the dealer/factory owned joint venture that is the Internet lead provider to Ford and Lincoln dealers, where he served as the Chief Operating Officer until he developed KainAutomotive.com in 2003.

Watch Video: COMING SOON

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Phil Sura & Peter Leto

Category: Digital Marketing
Session Level: Intermediate
Session Title: Creating a Killer Online Video Strategy – Creating a Game Plan to Drive Your Online Video Strategy for Sales and Service

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.

Takeaways:
● 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

Phil Sura 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.

Peter Leto Biography: Peter Leto is an Automotive Industry Strategist on the Google Automotive Jumpstart Team. He is responsible for providing automotive partners with scalable business solutions to further develop their regional and local advertising strategies. Growing up in the Motor City, Peter started his career in TV ad sales with Turner Broadcasting assisting the Detroit Three with national advertising programs. In 2008, he joined Google as an Account Manager in the Chicago B2B vertical, working with Fortune 500 companies primarily across the Manufacturing & Energy sectors. After three years he returned to Detroit in his current role in Automotive.

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Jeffrey Tognetti

Jeffrey Tognetti

Category: Digital Marketing
Session Level: Advanced
Session Title: Vendor Traffic/ROI – The Good, The Bad & The Ugly

Session Description: It’s the wild west out there and it’s a must to; Trust, But Verify what your 3rd party vendors are telling you.
Here are just some questions you should be asking;
● Does your paid search vendor get credit for phone calls or leads generated by buying your name as a keyword?
● Are your display ads targeted to in-market buyers or bots? If you’re told they are targeted to buyers how do you know that their being seen?
● Are you aware that your Visitor Data from your website may be siphoned off and sold to your competitors?
● Programmatic – The one word defining 2015 in digital

These questions are just the tip of the iceberg when it comes to detecting $10’s of Thousands (Or More) in wasted AdSpend at your dealership.

Unfortunately, most dealership’s rely on Google Analytics to keep their vendors honest and judge their ROI. A dangerous and very flawed approach which we will help you change.

Takeaways:
● You will learn how to buy your competitors’ website visitors and target them in real-time
● You will learn how to score your Website/Vendor Traffic and how current industry providers rank in our scoring
● You will learn how to determine the ROI you’re getting from each provider, in real-time
● You will learn about Programmatic and how it will change your dealership’s AdSpends forever
● You will learn how even if no leads are submitted or phone calls received that you can solve the “walk-in problem” and determine where your customers really came from

Speaker Biography: Jeffrey founded MediaRevo in 2003 after having sold his pioneering high frequency equity trading platform established in the mid 1990’s. Jeffrey saw parallels between “Wall Street Trading” and “Modern Day Digital Advertising” which led to the beginnings of Mediarevo. In 2013 Jeffrey started “DealerX” as an offshoot of Mediarevo to exclusively manage businesses in the automotive vertical. In just a few short years DealerX has grown to serve hundreds of Tier 3 dealerships across all brands, regional ad groups and OEMs which include Volkswagen of America. Jeffrey’s primary role of product development and keen approach to data & programmatic initiatives have led DealerX to quickly become the most savvy player in the space. DealerX has helped automotive retailers save millions of dollars by avoiding fraud and eliminating wasteful ad-spend by targeting consumers more efficiently. In doing so, both Mediarevo & DealerX’s clients outperform the more “generic” and “one size fits all” offerings that currently dominate the space.

Watch Video: Coming Soon

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Fixed Operations


 
Jeff Clark

Jeff Clark

Category: Fixed Operations
Session Level: Fundamental
Session Title: Fixed Ops Digital Strategies that Work – How to Beat the National Service Brands at their Own Game

Session Description: In this session, Jeff Clark will provide dealers with a roadmap to Fixed Ops digital marketing success, including specific strategies and examples that dealers can implement within weeks at their dealerships to immediately increase their Service business.

Takeaways:
● Increase Online Service Appointments with Mobile Optimized Service Department Content
● Generate more Service Traffic, Leads, and Business with Relevant Digital Content
● Optimize their Fixed Ops marketing to beat the National Service Brands

Speaker Biography: Jeff Clark joined DealerOn in 2008 and he oversees OEM and Enterprise channels along with executive business development initiatives. Jeff began his professional sales career after serving in the U.S. Navy during operations Desert Shield and Desert Storm. Proud to have served his country, Jeff is a decorated Veteran who was awarded and commended for his servicePrior to joining DealerOn, Jeff held senior sales and marketing positions at Coca-Cola, Cars.com and Dealer.com. Jeff was one of the six founders who launched NewCars.com retail division which was later positioned for acquisition by Classified Ventures (Cars.com). Jeff is a renowned and respected speaker on Fixed Ops Digital Marketing and is a regular speaker at NADA, Digital Dealer, JD Power along with countless OEM and industry events Jeff’s sales leadership was instrumental in helping DealerOn be recognized on the Inc. 500/5000 list.

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Don Reed

Don Reed

Category: Fixed Operations
Session Level: Advanced
Session Title: 6 Simple Changes for a Record Year in Fixed Operations – These 6 Actions Steps Can Produce Additional Gross Profits of 40% or More, Which for Most Dealers Would Be a Record Year for Profit Improvement

Session Description: This session will provide Dealers and Managers with a plan for increasing their retail service traffic 10% or more by removing Service Advisors from the appointment process and utilizing appointment coordinators. Don Reed will identify hidden profit opportunities that are lost due to non-performance based pay plans and then focus on how to recruit non-automotive personnel to become top producing Advisors.

Takeaways:
● Increase Service Appointments by 10 % or more
● Design performance driven pay plans to increase your Service sales and build owner retention
● Learn how to recruit and train non-automotive administrative assistants to become top performers
● Evaluate your capacity for retail service growth, train your Service Team
● Develop accountability standards for your Service Team, measure their performance daily

Speaker Biography: After 26 years in the automobile business as a Dealer, GM, Sales/Service Manager, Service Advisor and Salesperson, Don began a new career as a Consultant and Trainer, showing dealerships how to increase their profits. As CEO of DealerPro Training he has worked with hundreds of dealerships across the US, Canada and the United Kingdom in their Fixed Operations Departments. He has been published in AutoDealer Monthly, AutoSuccess, Fixed Ops, Dealer, RV Executive and RVPRO magazines and has conducted workshops for NADA 20 Groups, Dealer Associations, OEM’s, RVDA Convention and has been rated a Top 10 Speaker at the NADA convention.

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Management


 
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Sandi Jerome

Sandi Jerome

Category: Management
Session Level: Intermediate
Session Title: Changing DMS Systems – Five Things to Consider before You Change Systems

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.

Takeaways:
● 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.

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DrJohnMlinarcik

Dr. John Mlinarcik

Category: Management
Session Level: Intermediate
Session Title: Keys to Converting Online & Phone Traffic. Do You Have the Personality? – Great Technology Alone Only Delivers BAD Service FASTER! Learn How GOOD Processes with the RIGHT People Trained Well, Sell!

Session Description: In this session Dr. John Mlinarcik will explain the relationship between personality, process and skills – to convert more of your leads into sales. Learn which personality traits are most likely to succeed so your dealership sets more appointments, improves show ratios, and realizes greater sales from your Internet, Phone and Showroom leads.

Takeaways:
● Identify “Best-In-Class” processes for converting online & phone leads into the showroom
● Learn which personality types excel in setting appointments from internet & phone leads
● Discover how to differentiate these personality traits within your company
● Take an instant-results, confidential survey, as to YOUR behavioral style & back-up traits
● Predict your “most likely to succeed” leads management approach when returning home

Speaker Biography: Dr. John Mlinarcik has logged over 100,000 hours managing employee, customer, and manager resistance as both a psychotherapist and business entrepreneur. He has led hundreds of strategic & tactical evaluation and execution sessions that have positively impacted “the bottom line.” He was Senior Director at Reynolds & Reynolds, Chief Operations Officer for The Nickelsen Group, VP of Professional Services at R.L. Polk, and Chief Strategy Officer for Call Source. Dr. John has been featured fourteen times as a keynote speaker at NADA, RVDA, AAISP, Digital Dealers International Convention and frequent 20 groups. He has coached hundreds of local, state & national companies, organizations and associations.

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Mobile


 
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Pre-Owned Sales


 
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Kevin Leigh

Kevin Leigh

Category: Pre-Owned Sales
Session Level: Intermediate
Session Title: Digital Marketing for Wholesale, a Wholesale Profit Infusion – How to Launch a Profitable Wholesale Marketplace, Avoid Auction Fees and Save Your Dealership 100’s of Thousands

Session Description: This session will show you how to market trades to hundreds of wholesalers online while avoiding traditional pitfalls of working with wholesalers and augmenting your existing auction process.

Takeaways:
● Identify essential store activities for a powerful used car wholesale digital marketing strategy
● Turn digital savvy wholesalers into mini profit centers while avoiding the old school pitfalls
● From Lot Kids to Digital team, how to implement digital merchandising plan for your dealership
● Learn a proven ways to bring used car wholesaling into the digital age

Speaker Biography: Kevin has spent his adult life building a successful career while always staying grounded in his Irish roots. Leigh was the Director of Finance for Dealership in Buffalo NY for almost 14 years, working with AutoNation President Mike Maroone and his Father Al before AutoNation existed. Then Leigh spent 16 years with West Herr Automotive Group, a top 25 dealer group as the Business Development & Digital Marketing Director. Kevin Implemented programs that increased both the size of the businesses and their profits. When Kevin left West Herr, the company was delivering almost 40,000 retail automobiles and another 15,000 profitable wholesale transactions. Recently, Kevin Leigh co-founded Dealer Simplified.

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Reputation & Loyalty


 
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Mike Good

Mike Good

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.

Takeaways:
● 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.

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Chip King

Chip King

Category: Reputation & Loyalty
Session Level: Advanced
Session Title: Get Dialed Into your Phone Process and Financial Statement – It’s Not Rocket Science

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).

Takeaways:
● 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.

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Sales Strategies


 
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Don Crawford

Don Crawford

Category: Sales Strategies
Session Level: Advanced
Session Title: Applying the Human Touch via Artificial Intelligence – Many Companies Invest Heavily in Predictive Analytics to Help Them Understand Their Leads. But Why Spend Time Guessing If You Can Just Ask?

Session Description: In this session you will get updated on how AI is influencing the lead management industry. Understand what early adopters of this technology have learned about consumer behavior and learn how the difference between contact and engagement can be the difference between a Lost Lead and a Sale.

Takeaways:
● Get updated on how AI is influencing the Lead Management industry
● Understand what early adopters of this technology have learned about consumer behavior
● Learn how the difference between Contact and Engagement can be the difference between a Lost Lead and Sale

Speaker Biography: Don Crawford has over 30 years of automotive experience including 15 years at Ourisman Automotive as VP of Operations where he learned the car business. In on the very start of the creation of the modern day BDC/Internet department Don helped fashion the modern day CRM, as Director of CRM at Reynolds & Reynolds. As Sr. Project Manager at eBay Don established the national eDealer training program which trained over 1000 dealers on eBay. Don also led the team that was charged with training and solution governess for Social Media at P&G Global. Don, brings a fresh and bold perspective to dealers looking to move forward with new technology. Having been a past speaker at NADA, CADA and many IT seminars on CRM, Don has a wealth of knowledge on how AI can help dealers.

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George Dans

George Dans

Category: Sales Strategies
Session Level: Advanced
Session Title: Exposure To Closure – How To Close Em Once You Reach Them

Session Description: In this session, dealers will learn why the focus on reaching customers through digital marketing is racing at a record speed, technology in the last 5 years has improved over the last 100, however once the prospect has been reached the word Conversion must take place, George Dans will show the audience why the people part is as important and the digital part, they go hand in hand!, If you can’t close them, they why reach them!

Takeaways:
● The Power Of Converting A Lead To A Sale
● Why the basics will beat your digital competition
● Close them or lose them, it’s your choice

Speaker Biography: Who is George? implement what they learn. George has studied human improvement for over 25 years and has read thousands of books on the subject. A published author himself,George has written many articles and books on what it takes to succeed in this market. He is a master of humor and powerful storytelling, bringing unparalleled energy and principals to every audience he speaks for. George had the privilege of serving our country as a ‘Fire Fighter’and was honored as the ‘Academy Chief’ at the 62nd basicfire academy in Orange County, California. He has the ability to generate contagious energy, great today information,spoken at worldwide conventions with over 30,000 people in attendance. His ability to teach sales is incredible and powerful!

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Jonathan William Dawson

Jonathan William Dawson

Category: Sales Strategies
Session Level: Advanced
Session Title: If You Can’t Answer These 3 Questions Then EVERYTHING Is a Waste of YOUR Money! – No Offense, but Most Salespeople and Managers Are Sadists and Masochists. They’re Addicted to Doing Things the Hardest Possible Way and Make Buying Cars Difficult

Session Description: In this session dealers will learn the 3 Questions that you have to be able to answer OR you are going to end up a masochistic manager or create a sadistic salesperson. #1) What is the R.M.V. (Real Market Value) of each of the 6 categories of customers? #2) Who are my best and most desirable customers? #3) How do I attract a massive amount of them?

Takeaways:
● Discover the 10 metrics you MUST know to determine the R.M.V. of each customer
● Find out who your TARGET audience SHOULD be – to maximize profitability and efficiency
● Attract your target market to you like a MAGNET by leveraging your greatest asset – your people!
● Stop competing with everyone to beg the buyer to steal your profits and strain your patience
● Create RAVING FAN advocates and REDUCE expense through LOW-to-NO cost marketing!

Speaker Biography: There are essentially 4 primary skills sets that need to be developed in order to become a top-performing sales professional. 1) People skills – the ability to connect, relate, and communicate with a diversity of people. 2) Sales skills – the ability to address questions and concerns while building value and separating yourself from the competition. 3) Life skills – the ability to set and achieve goals, stay focused, organized and efficient. 4) Marketing skills – the ability to build a brand that is unforgettable, network, and self-promote. Ask Jonathan William Dawson what his mission is and he always answers, “I’m trying to save the world, one salesperson at a time!” How does he do that? By teaching those 4 skill sets! For over a decade he has been teaching salespeople and managers how to “out-experience” their competition and create raving-fan advocates! Imagine an approach to selling that is customer-centric and truly non-confrontational because it is ENTIRELY based on the psychology of the customer. He teaches Sellchology – Selling and marketing through psychology. This approach allows the salesperson to TLC (Think Like a Customer) while still being a salesperson.

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Scott Johnsen

Scott Johnsen

Category: Sales Strategies
Session Level: Fundamental
Session Title: Online Retail Services: Securely Welcoming Online Customers – A Dealers Guide to Establishing Security, Better Managing Compliance and Understanding the Consumer Experience to Close More Online Deals

Session Description: In this session, Scott Johnsen will show dealers how building a consumer experience with effective online retail services establishes your brand and gives you the opportunity to broaden your sales reach.

Takeaways:
● Building a consumer experience with effective online retail services establishes your brand and gives you the opportunity to broaden your sales reach
● Learn how to: Establish Security
● Protect your dealership and make consumers feel safe with recognizable security, and understand the process they are embarking on
● Managing and protecting consumers NPPI
● Learn how to: Better Manage Compliance
● Ensure proper authorization when pulling credit, submitting applications, or following up on a lead
● Verify consumer’s identity and abiding by current compliance rules and regulations
● Have appropriate tools to support activities and audit
● Learn how to: Build the Consumer Experience
● Provide consumers the convenience and quality reflective of your in store experience
● Establish the necessary internal processes to turn online leads into sales

Speaker Biography: Scott Johnsen is Director of Product Development at RouteOne LLC. He is responsible for Product Development strategies and the execution of product initiatives to support RouteOne owners, partners, users, and growth. Scott joined RouteOne in 2008 as a RouteOne Business Development Manager and was promoted during his tenure to hold the roles National Manager of Business Development, Director of Finance Source Development, and Director of Business Development. He holds more than 15 years’ experience within the automotive retail space, including roles with Capital One Auto Finance and United Auto Group.

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Randy Kobat

Randy Kobat

Category: Sales Strategies
Session Level: Intermediate
Session Title: 5 Ways To Prosper In An Efficient New Car Market – Building A Strategy To Serve Today’s Highly Informed New Vehicle Buyers

Session Description: In this session, discover how dealers reinvent their new vehicle pricing, promotion and sales processes to satisfy a buyer’s thirst for knowledge and convenience, and efficiently capture their business before the competition. Find out how to apply new vehicle market data to preserve and protect new car profitability from online listings to your showroom.

Takeaways:
● Develop/execute a strategy to meet consumer expectations for rational new vehicle pricing
● Eliminate profit leaks that diminish your margin on every car
● Streamline your sales process to shorten transaction times and satisfy customers

Speaker Biography:Randy Kobat is vAuto’s vice president and general manager. In this role, Randy oversees all aspects of vAuto operations and performance to meet its goals for growth, product development and integration, and customer and employee satisfaction. Randy brings a unique blend of executive leadership expertise to vAuto that includes long-term planning, marketing, mergers and acquisitions, operations, sales management and strategy development. Prior to vAuto, Randy successfully held a variety of top-level leadership positions for automotive-related companies, including Service Repair Solutions Inc., Trilogy Enterprises and ADP. Randy has also served as a business leadership lecturer for the Smeal College of Business at the Pennsylvania State University, the Wisconsin School of Business at the University of Wisconsin–Madison and other business schools.

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Matt Lasco

Matt Lasco

Category: Sales Strategies
Session Level: Fundamental
Session Title: Productivity and Accountability Now! – Lead and Productivity Tracking from the Dealer Perspective

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.

Takeaways:
● 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.

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Don ONeillDave Page

Don ONeill & Dave Page

Category: Sales Strategies
Session Level: Intermediate
Session Title: The CFPB & Discretionary Reserve: How to Profitably Navigate This Changing Environment in Retail Automotive – In Today’s Environment, the CFPB Is Subpoenaing Their Way to Limiting a Dealers Reserve. Learn How Transparency with Consumers Can Keep You Compliant, and Profitable

Session Description: In this session attendees will learn why dealers today face multiple challenges when it comes to compliance under their rooftop. OFAC/Red Flag, TILA, FCRA, all of the acronyms can spell disaster for a Dealer who is not only aware, but fully compliant with regards to the laws that govern our market space.

Takeaways:
● How to remain fully compliant, yet boost profitability
● Enable a culture of transparency to enhance profit, not reduce it
● Enact a process which ensures transparency form the point of contact
● Leverage your new transparent model in each facet of your reputation management

Don ONeill Biography: As V.P. of Sales and Marketing, Don brings his vast dealership operational experience to each and every Dealer Partner CreditMiner holds under its rooftop. Having held every position in management structure, Don leverages the utilization of technology, data, and sound sales processes to each product CreditMiner develops. Being a believer in “it’s the man not the machine” train of thought, Don delivers a hands on approach to client acquisition and management. Each Dealer Partner is his partner, taking the personal responsibility of success under every rooftop as his personal task.

Dave Page Biography: Dave Page is the current owner and director of Dealer e Process, an award winning website solutions company out of Chicago. Dave has been “in the business” as a dealer employee and vendor for a span that reaches 23 plus years. Having access to data and the willingness to share trade secrets with dealers around the world makes Dave Page & Dealer e Process unique. Dave has spoken at numerous conferences in the industry and is always in high demand as he delivers unique content that car dealers can implement immediately.

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Mark StringfellowJoe Webb

Mark Stringfellow & Joe Webb

Category: Sales Strategies
Session Level: Intermediate
Session Title: Your Road to the Sale is Broken – Proven Data Points That Show What True Steps Influence a Customer Visit and a Showroom Sale?

Session Description: This session will have you rethink your lead management and in-store sales philosophies as two industry veterans, Mark Stringfellow of The Next Up and Joe Webb of DealerKnows Consulting, share data culled from measuring tens of thousands of dealer-to-customer interactions. Find out just how your road to the sale is broken.

Takeaways:
● See what the two most powerful steps to the sale are, and which traditional road to the sale steps are

Mark Stringfellow Biography: Mark Stringfellow is a 15 year automotive veteran, joining the industry fresh out of high school, now as the Vice President of Sales for The Next Up. He is known as a sales category leader with extensive experience in digital marketing, advertising, and strategic development. Stringfellow’s background for developing talent, and influencing performance growth at some of the top dealer groups in the nation have labeled him a chief sales business innovator in automotive.

Joe Webb Biography: Joe Webb is the President of DealerKnows, an automotive Internet sales and digital marketing consulting firm focused on maximizing dealerships’ online investments through hands-on/on-site training, virtual consulting, and the industry’s first lead management coaching software. He has been called “the funniest guy in the car business” and passionately consults nationwide, showing dealerships success by instilling proven Internet marketing practices. He writes for multiple publications and resource sites, films comedic videos about car sales that are almost entertaining, and is viewed as one of the top process improvement experts in our industry. He is a 12-time top-rated speaker at Digital Dealer Conferences and has been a proud contributor to the DD magazine since the beginning. As a true “dealer guy” with a history of retail success, Joe is best known for blending the lines between entertainment and education.

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Tim Triplett

Tim Triplett

Category: Sales Strategies
Session Level: Fundamental
Session Title: Watch and Learn Principles of Hypnotic Influence and Persuasion That Are Almost Impossible to Resist – Discover Subconscious Secrets of Sales and Personal Success That You Can Apply Immediately

Session Description: In this session dealers will discover ultra persuasive words and phrases that are impossible for the human brain to resist that you can use in sales and every day life to influence and persuade people. Discover the power of visualization and the distinct advantage that great visualizers have in shaping their path to success. Watch and learn how to access a peak performance state any time you need it using the power of focus.

Takeaways:
● Discover techniques that hypnotists use to persuade and influence that you can apply immediately
● Watch as volunteers from the audience get hypnotized into a state of hypnotic hyper-focus
● Discover how to build rapport quickly and easily with 1 or 1000 people and how to get people to accept your ideas and suggestions
● Learn words the brain can’t resist that will make you Ultra Persuasive in your professional and personal interactions

Speaker Biography: Hypnotic Selling: Persuading the Subconscious Mind to Say Yes… Did you know that highly successful sales people use communication techniques that are nearly identical in structure to Hypnotists? Now, you can see those techniques in action demonstrated by BestRide Director of Sales Training and Hypnotist Tim Triplett! Watch as he plants suggestions that are undetectable but are picked up by the subconscious. One of the few Sales Trainers and Master Hypnotists in the country, for the past 15 years, Tim Triplett has toured internationally performing hypnosis shows and life changing seminars. With over 25 years of sales, training and hypnosis experience, Tim has an incredible ability to not only hypnotize people but also to motivate audiences to make positive changes in their personal and professional life.

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Tom Stuker

Tom Stuker

Category: Sales Strategies
Session Level: Fundamental
Session Title: Top Ten Reasons Why Over 90 Percent of Business Development Centers (BDCs) Underperform – Perfect Your BDC Intelligence by Mastering How to Start, Manage, and Operate a BDC at Your Dealership with Tom Stuker of Stuker Training and ATN

Session Description: In this session, dealerships will learn how to perfect their BDC intelligence by mastering how to start, manage, and operate a BDC. In addition, they will learn about the ten reasons why over 90% of BDCs underperform.

Takeaways:
● Master how to start, manage, and operate a profitable BDC
● How your BDC manager makes or breaks the BDC
● Learn how to properly staff a thriving BDC
● Effectively boost BDC outbound call volumes and phone skills
● How specialization and opportunity management impact on BDC success

Speaker Biography: Tom Stuker is a renowned sales trainer in the world of automotive sales and management consultation. Known as the founder of the BDC concept, author of Guaranteed Sales Success, star of reality TV series Car Lot Rescue, United’s 15 million-mile flier, owner of Stuker Training, Tom offers world-class sales and BDC training services for dealerships. Over the past three decades, he has transformed more than 15,000 dealerships worldwide – developing sales teams, improving sales processes and increasing overall profitability. Tom’s appearances in major publications, news broadcasts, automotive conventions and other media outlets, not only motivate his global network, but make him a respected legend in the automotive industry.

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Beth Walter

Beth Walter

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.

Takeaways:
● 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 relates 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.

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Peter Winston

Peter Winston

Category: Sales Strategies
Session Level: Fundamental
Session Title: Selling Like the Apple Store – How to Apply Lessons Learned from the Apple Store in Your Dealership

Session Description: In this session dealers will learn why today’s car buyers spend hours researching online. Dealerships play a critical role online and in person, but customers visit dealerships later in the process. No one gets people into their stores like Apple. People flock to the Apple Store to see and touch products, ask questions and lust over future purchases. Learn how to apply the what Apple has done in their stores to your dealership.

Takeaways:
● Understand how the Apple Store has the best revenue profile even though there is no sales pressure or upselling
● Learn how to use technology available today to bring the best aspects of online information into the showroom
● Explore how interactive displays can be used to make a bold first impression, promote collaborative selling and support self-directed product research

Speaker Biography: In 1987, Peter founded Integrated Computer Solutions, helping clients design, develop and deliver powerful touchscreen technology. After developing software for embedded devices for over 20 years, things changed. In 2011, with the introduction of the iPad® from Apple®, a superior user experience emerged on personal devices and would prove transformative with people demanding “Apple quality products”. With this in mind, Peter guided the latest technology innovation called ViewPoint Interactive Kiosks. This advanced interactive multimedia touchscreen display was designed by ICS to engage and enable user experiences in commerce. Peter has built a talented team of visual artists and engineers who build meaningful touchscreen products for ICS and its clients, starting from little more than an idea. Through Peter’s guidance in the areas of technology and business, the company has expanded across the globe.

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Bill Wittenmyer

Bill Wittenmyer

Category: Sales Strategies
Session Level: Intermediate
Session Title: ROI of Adding a Call Center to Sales and Marketing Strategies – Effective High-Level Communication Strategies That Help Dealers Compete at Their Highest Level to Increase Sales, Retention and Market Share

Session Description: In this session, Bill Wittenmyer will discuss how dealerships can use a high-level and consistent communication strategy to influence today’s car shoppers and drive higher levels of sales and service profit and retention. Attendees will take away from this workshop the ability to communicate with consumers throughout their lifecycle with smarter and more effective phone engagement.

Takeaways:
● Increase productivity through consumer shopping habits with effective communication strategies
● Drive higher conversion rates and ROI by combining effective phone communication
● Drive retention and loyalty with gained communication strategies across all departments

Speaker Biography: Bill Wittenmyer is a partner of ELEAD1ONE, the leading dealership software provider in today’s automotive market. Bill has over 20 years experience in the automotive space and currently manages multiple divisions within the organization, including sales, marketing, OEM relationships and large-client accounts. Highly regarded as a dynamic and motivational speaker, as well as an industry leader with non-traditional views, Wittenmyer speaks at several prominent automotive forums each year and contributes to top news publications and television business shows that reach industry business leaders across the U.S. Prior to joining ELEAD1ONE, Bill spent several years in the automotive retail space holding various retail positions in operations management.

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SEO/SEM


 
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Lon Bollenbacher

Lon Bollenbacher

Category: SEO/SEM
Session Level: Advanced
Session Title: Automotive Vertical Search – Learn More about Why All Clicks Are Not Created Equal, and If You Only Had $1, Where Would You Put It?

Session Description: In this session, learn why dealer’s are faced with many choices on where and what to spend on digital advertising. It’s important to separate fact from fiction, and discover the most effective and efficient way to allocate your spend.

Takeaways:
● Better understanding of traditional vs progressive PPC
● Where to get the most bang for your buck in digital
● Why vertical search is more effective for dealerships

Speaker Biography: Lon has spent 23 years in Automotive marketing positions including the last 13 years in digital. He began his career in Ford’s Marketing Leadership Development Program and spent the next 10 years in series of Marketing and Product Planning assignments culminating in his role as Global Product Manager for Compact SUVs. Since that time he has worked for a variety of forward-thinking technology companies such as Trilogy, Rocketfuel and Yahoo where he oversaw Yahoo’s Automotive industry vertical and led it to 35% annualized year-over-year growth. He has spoken widely on the importance of digital marketing at all levels of the automotive marketing ecosystem, including being a guest speaker at nationwide dealers meetings for both General Motors and Chrysler. Mr. Bollenbacher earned a Bachelor of Science degree in Information Systems from Carnegie-Mellon University in 1985, and a Master of Business Administration degree from Duke University, in 1990.

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GregGifford

Greg Gifford

Category: SEO/SEM
Session Level: Advanced
Session Title: Local SEO – How to Win the Race to the Top of Local Search Results

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.

Takeaways:
● 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.

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Christian Jorn

Christian Jorn

Category: SEO/SEM
Session Level: Advanced
Session Title: Single Digit Bounce Rates, The New Normal – Keep Users on Your Site and Sell More Cars. Achieving Success Online Using Google’s Insights

Session Description: In this session Christian Jorn, will share a treasure trove of low cost, secret and effective SEO techniques that can increase dealer sales immediately. The impact that broad organic search visibility has on your dealership is dramatic, learn little known tricks that you can take back to your store and implement right away.

Takeaways:
● Learn a simple Craigslist trick that delivers new in market buyers to your showroom every day
● Eliminate weaknesses in your web presence that are easily exploited
● Discover a simple yet robust tool to easily hold your advertising partners accountable
● Identify key opportunities that can drastically improve traffic, leads and sales
● Participate in or enjoy live attendee website analysis and corrections

Speaker Biography: Renowned SEO guru responsible for countless industry firsts, Christian Jorn maintains a legacy of over 10 years of professional SEO in the automotive dealership space and direct response lead generation from the web. Christian is the President and founding member of Remora, the undisputed leader in organic search engine results, website page load speeds, bounce rates and sales increases. Known for steadily compounding dealership growth rates of over 30% annually, Christian is an old hat in the car business and is Master Certified by Ford Motor Company. While Remora’s innovations are often imitated, they are never duplicated. Christian Jorn has raised the bar in the automotive marketing industry by consistently inventing the future.

Watch Video: Coming Soon

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Christi Olson

Christi Olson

Category: SEO/SEM
Session Level: Intermediate
Session Title: Managing Paid Search – How to Tell If Your Search Marketing Agency Is Taking You for a Ride

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.

Takeaways:
● 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.

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Miles Olson

Miles Olson

Category: SEO/SEM
Session Level: Fundamental
Session Title: Conversion Tracking for SEM Campaigns – Understanding the Importance and the Mechanics of Conversion Tracking for Your SEM Campaigns

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.

Takeaways:
● 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.

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Social Media


 
Mary Antonopoulos

Mary Antonopoulos

Category: Social Media
Session Level: Fundamental
Session Title: Using YouTube to Run Your Entire Social Media & Brand in 4 Hours a Week – How Can YouTube Can Create Your Dealership’s Social Media Presence and Blow up Your Regional Discovery? It’s Easy

Session Description: This presentation is your 1-2-3 toolkit to create effective social media in just 4 hours a week, starting with two 3-minute YouTube videos each week (the #1 platform for search AND owned by Google). AND THEN how to use those videos on LinkedIn, Facebook, and every other space you have online.

Takeaways:
● Understand the Algorithm on YouTube and how to EASILY use your videos to populate your blog; create
● BUST PAST whatever barriers you have about video in 1 magic sentence – and reach over 50,000 people
● Easily build an online brand that WORKS and attracts people to you
● A powerful session to learn from a ROCK STAR in the social media space and then 4 hours a week

Speaker Biography: Mary Agnes Antonopoulos had a long career with Volvo and Ford and has a strong understanding of independent dealers and what creates successful long-term relationships with customers. For the last ten years, she has been a respected social media strategist with over 1,000 successful social branding and marketing campaigns for a variety of clients, including NY Times bestselling authors Jordan Belfort (The Wolf of Wall Street), Jack Canfield (Chicken Soup for the Soul), JJ Virgin (The Virgin Diet) and Christine Comaford (Rules for Renegades), plus a long list of entrepreneurs and corporations (including AT&T, Midas and Panera Bread). She is a sought after ghostwriter, YouTube and Video Marketing Coach and podcast producer, and she has graduated hundreds of entrepreneurs from her 3-week course on social marketing.

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AJMaidaAJMaida

AJ Maida & Kate Frost

Category: Social Media
Session Level: Fundamental
Session Title: It’s NOT Social Media it’s Social Commerce – It’s Not about Likes It’s about Sales
 
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.

Takeaways:
● 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.

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Steven Pearson

Steven Pearson

Category: Social Media
Session Level: Intermediate
Session Title: Lessons Learned from the Summit of Mt. Everest – Pictures and Stories from Mt. Everest, along with Life-Lessons Learned and Their Application to Social Media Marketing

Session Description: In this session Steven Pearson will share tips and tricks in these categories to improve your dealership’s social media presence. Preparation. Do you have a regular content calendar and a planned social media strategy? Equipment. Are you using the right software tools so that you do your social media work efficiently? Team. Do you have the right people working with you to support your social media efforts?

Takeaways:
● Develop a monthly content calendar with clear social media objectives
● Discover the right social media software tools for your team to use
● Identify the skills needed to have a successful social presence and how to find them on your team

Speaker Biography: Steve Pearson is the CEO of Friendemic, and he loves his work helping automotive dealerships connect with past and future customers through social media. Prior to joining the Friendemic team, he spent several years working in the digital space. At McKinsey&Company in Silicon Valley, he consulted with some of the largest players in the industry, focusing on process changes to improve customer experience. Steve also spent time on the investment side of things at Vector Capital in San Francisco, where he worked closely with software companies Corel and Certara. Most recently, Steve worked at Google in their Channel Sales group, helping small and medium businesses access and profit from digital marketing.

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Sean Seltzer

Sean Seltzer

Category: Social Media
Session Level: Intermediate
Session Title: Connecting Virtual with Physical, Getting the Best Return on Investment from Social Media – How Castle Automotive Became the Number 1 Retention Dealer for General Motors and Is Growing Market Share at Just $90 PVR

Session Description: In this session, dealers will learn how Castle reinvented their sales and marketing strategy from the ground up. Instead of relying on old methods that weren’t working, Castle did what many thought was impossible. He eliminated traditional media and commissioned sales people and created a 100% targeted media strategy that leveraged social media to attract and convert a new generation of customers.

Takeaways:
● How to target based on where customers live and where they are most likely to spend their money
● Treat in-dealership sales and service processes as an extension of the overall customer experience
● Target, connect and convert on Facebook, filter by demographic and physical location
● How to track what customers are saying about your dealership online

Speaker Biography: Sean Seltzer brings more than 18 years of marketing and sales experience in successively more senior level positions. He currently holds the title and position of Chief Executive Office at SOCIALDEALER. Previously he managed marketing for Volkswagen of America in the North East Region. Managing a marketing/advertising budget of over $32 million annually he was able to use technology to his advantage to drive consumer adaptation via the web for automotive sales and service. Prior to joining Volkswagen, he managed a division of Kelley Blue Book.

Watch Video: COMING SOON

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MathewSiltalaDavid MinkWill Scott

Mathew Siltala, David Mink & Will Scott

Category: Social Media
Session Level: Advanced
Session Title: The Power of Visual Content – Learn to Dominate the Competition with Sharable Visual Content

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.

Takeaways:
● 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.

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Case Studies


 
Joe Altomonte

Joe Altomonte

Category: Product/Service Specific Case Study: Digital Marketing
Session Level: Intermediate
Session Title: Constant Consideration – The Evolution of Reaching Car Shoppers When it Matters Most

Session Description: In this session, Joe Altomonte will explore case studies of how dealers apply the idea of Constant Consideration to their marketing strategies. We’ll explore how those dealers execute solutions that address three key stages: Pre-Market, In-Market, and Post-Market car shoppers. We’ll examine the importance of the quality of the data those dealers use to reach shoppers in those stages. And we’ll review their progress and success, and how they optimize for results and ROI.

Takeaways:
● Explore the evolution from Point of Sale strategies to Constant Consideration
● Explore strategies that reach customers Pre-Market, In-Market, and Post Market
● Share advice to ensure dealers are using the best possible data to reach shoppers in each stage
● Impart best practices for holistic, comprehensive digital marketing solutions

Speaker Biography: Joe Altomonte is Senior Training Manager for Advance Digital. An authority on automotive marketing strategies and a dynamic speaker, he helps dealers across the country develop effective, measurable marketing campaigns by working closely with the advertising executives who partner with those dealers. As a coach and trainer, Joe distills complicated media concepts into simple, actionable steps to help dealers grow their business and compete effectively in today’s challenging environment.

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Larry Barditch

Larry Barditch

Category: Product/Service Specific Case Study: SEO/SEM
Session Level: Intermediate
Session Title: Champagne Digital Marketing Campaigns Created on a Beer Budget – See How a Single Rooftop in South Florida and a 30 Store Group in Ohio Create Unique and Effective Digital Strategies on a Beer Budget

Session Description: In this session, Larry Barditch will explore case studies of how a single rooftop in South Florida and a 30 store group in Ohio effectively deliver the right message, to the right target and the right time. Both these studies will show you how to create hyper-relevant messages that convert a high level and lower cost.

Takeaways:
● Learn how to eliminate waste and create efficient digital marketing campaigns
● Learn how to create more effective conversion tools
● Learn how to identify lower in the funnel opportunities
● Learn how to properly dissect the data your aggregating
● Learn how to deliver the right message, to the right target, at the right time

Speaker Biography: Larry Barditch is Vice President of Digital Strategy at MSA Advertising. MSA has been America’s automotive agency since 1976. Larry brings a unique skill set to the agency. He combines almost 20 years of entrepreneurship, retail automotive eCommerce experience, and most recently as a vendor for automotive digital marketing products. His “One Agency, One Message” approach has helped dealers combine the best traditional and digital elements together to deliver a unified message. Larry is also known as a digital “disrupter” by influencing consumer online behavior. He has spoken at several industry conferences on how to “win the click” and how to “create a champagne BDC on a beer budget.” Larry is also a frequent contributor to industry publications.

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Justin Byrd

Justin Byrd

Category: Product/Service Specific Case Study: SEO/SEM
Session Level: Intermediate
Session Title: Working Smarter: How Targeting Marketing eliminates waste and lowers Cost Per Sale – A Lesson on How Honda Dealers Across the Country Consistently Increase Sales, Service and Profitability

Session Description: Attendees will learn how to use targeted marketing channels that exclusively go after in-market consumers who have the highest conversion rates and lowest cost per sale. Learn how to integrate your marketing so that your messaging is always reinforced in the eyes of the customer and all profit centers are united.

Takeaways:
● Exclusively go after in-market consumers who have the highest conversion rates and lowest cost per sale
● Communicate with one unified message through multiple mediums and many calls to action
● Identify customers who can get a better car for a better payment
● Phone leads outnumber internet leads by 6:1. Avoid missed or mishandled opportunities on the phone

Speaker Biography: Justin began his career in the automotive industry at Chrysler Group LLC where he worked in the field organization for sales and service, followed by regional distribution and eventually at the Chrysler World Headquarters managing dealership processes in Five Star and national dealer relations. In 2008 and 2009, Justin worked on the Washington Rescue Package, which ultimately ended up becoming the blueprint for the revival of Chrysler Group, LLC. He was also instrumental in the assembling of FIAT and Chrysler. Justin eventually became the Head of Marketing & Advertising (Multicultural) across all Chrysler Group brands.

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Bryan Harmon

Bryan Harmon

Category: Product/Service Specific Case Study: Mobile
Session Level: Advanced
Session Title: Is Social Media Being Used Properly to Sell Cars? – How to Sell in the Mobile World

Session Description: In this session dealers will learn if the current social platforms actually sell cars? Bryan Harmon spoke to many dealers that tracked the sales that came from Facebook and Twitter and the results are not what they thought.

Takeaways:
● Maximize the capabilities and power of the mobile device
● Communicate with your potential buyers through a non-intrusive, social approach
● Turn your customers in to your biggest advocates and free marketing affiliates
● Manage, analyze, and market your inventory all from one platform
● Moving a $25,000+ item from a 5 inch device

Speaker Biography: Bryan Harmon is the CEO and Founder of DreamWare Inc, a tech company that develops eCommerce web applications. Harmon has chosen a non-traditional career path that allowed him to continually challenge himself. Born and raised in South Lyon, Michigan, he enlisted in the U.S. Marine Corps, where he served as a sergeant for six years, and received the Navy Achievement medal before being honorably discharged twice. Among other endeavors, Harmon was a top eBay power seller questioning the efficiency of the online selling process, which started Harmon’s journey to change eCommerce. Along his journey, he has assembled a dedicated team, devoted to programming a revolutionary, enterprise level web application. CarLister.co is DreamWare’s first stand-alone app that is the first social platform for the automotive industry.

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Ben David KollerJustin Brun

Ben David Koller & Justin Brun

Category: Product/Service Specific Case Study: Fixed Operations
Session Level: Intermediate
Session Title: A Digital Game Plan for Attracting & Growing Fixed Ops Loyalty – Learn a Number of Digital Strategies and Tactics to Help You Increase Your Fixed Operations Profitability

Session Description: In this session, Ben and Justin will present a number of simple yet highly effective digital marketing initiatives to help you attract and grow customer loyalty for your Fixed Operations. If you’re looking for proven ways to increase the profitability of your Fixed Operations, this is the session to attend.

Takeaways:
● Identify enhanced website content to compete against the independents
● Examine targeted incentive based offers to prevent defection
● Learn how to generate more reviews online

Ben David Koller Biography: Ben and Justin have over 20 years combined digital marketing experience at Acton Toyota of Littleton. The two have formed Dynamic Beacon, a boutique digital marketing agency offering custom marketing solutions based on dealership proven strategies and tactics. Dynamic Beacon specializes in web creative development, email marketing, search engine marketing, and reputation management. “There are a slew of services and providers in this space today. When considering or evaluating any of them, it’s nice to be able to turn to a trusted peer and ask for a second opinion. And, the services we offer our clients are the exact ones we perform day in and day out for Acton Toyota,” states Justin Brun.

Justin Brun Biography: Justin Brun joined the Acton Toyota Internet sales team in January 2005 and was promoted to E-commerce Manager in 2008. Justin is responsible for all of Acton’s digital marketing initiatives. Additionally, Justin has worked to ensure all of the dealership’s marketing efforts, from print collateral to TV advertisements, delivering a consistent message for the Acton Toyota brand. Justin is a co-founder of Dynamic Beacon, Acton Toyota’s dealer-to-dealer digital marketing consultancy.

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Howard Polirer

Howard Polirer

Category: Product/Service Specific Case Study: Digital Marketing
Session Level: Fundamental
Session Title: Toyota Dealership Uses Strong Digital Strategy to Overcome Weak Geographical Location

Session Description: In this case study, dealers will learn how Mountain States altered its course by shifting exclusively to digital, and how its strategic relationships with leading online service providers for inventory and display advertising, SEM and SEO helped Mountain States grow its market share for New cars to 22%.

Takeaways:
● How to engage online marketers to drive offline growth
● The value of positioning on search engines for maximum ROI
● How to use display advertising on third-party sites to drive additional Search Result Page impressions
● How embracing a holistic approach to digital marketing yields the greatest influence on shoppers

Speaker Biography: Howard brings more than 16 years of experience as a dynamic automotive sales educator to dealer audiences across the nation. As one of the nation’s premier automotive educators, Howard has taught thousands of dealers about effective online innovation and Internet advertising at hundreds of conferences for national, state and local dealer associations. He has also served as a dealership consultant for over 25 major dealer groups. Previously, Howard owned his own automotive sales training and consulting company and was also the executive vice president of an automotive training company serving clients, OEMs and associations. With over 30 years of experience in the retail automotive business, Howard has extensive dealership expertise, having grown from a salesperson at a Toyota dealership to sales manager and then to general manager for a Volkswagen, Subaru and Chevrolet dealership.

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Shaun Raines

Shaun Raines

Category: Product-Specific Case Study: Digital Marketing
Session Level: Fundamental
Session Title: True Story: Coughlin Auto Group – How an Ohio Dealer Group Increased Website Performance More than 150%

Session Description: In this case study session Shaun Raines will talk about how the leadership team at Coughlin Automotive believed they could attract and convert more customers online, but they didn’t have the right websites to achieve this goal. Their previous website providers failed to deliver designs and a customer experience that produced acceptable conversion rates. When the opportunity came up for them to evaluate their options, they went in pursuit of a new provider to meet their needs.

Takeaways:
● Understand relationship between web design and conversion performance
● Evaluate and inspect your current website performance
● Learn which website metrics matter
● Understand Mobile user experience and website performance

Speaker Biography: Shaun is a true internet car guy and the Vice President of Marketing at DealerOn. His automotive internet career began in 1998 with the Reynolds and Reynolds team that launched Microsoft’s CarPoint.com, CarsDirect Connect, Yahoo Autos, Automark Websites and Reynolds Web Solutions. Shaun’s Marketing prowess coupled with expertise in Social Media allows him to effectively market DealerOn’s capabilities, extend its reach and build the right reputation. His unique blend of humor and automotive experience has made Raines a sought after speaker at industry events including NADA, NCM, Digital Dealer, DrivingSales Executive Summit and 20 Groups Shaun lives in Frisco, Texas with his wife, children and dogs.

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David Regn

David Regn

Category: Product-Specific Case Study: Digital Marketing
Session Level: Intermediate
Session Title: Digital and Traditional Integration- Get More out of Your Advertising – Don’t Get Caught in the Hype of a One Size Fits All Advertising Strategy

Session Description: In this session dealers will learn how to take a smarter integrated approach to your marketing by understanding the who, how and the why. Would you like to become a better integrated marketer and make better decisions resulting in increased sales and profits? If so then it all starts with understanding how perspective customers in your market consume media and how your marketing influences them to make their buying consideration list.

Takeaways:
● Understand how buyers in your market consume media
● Identify tools that can help you spend and achieve a greater return of investment for all your advertising
● Develop tools and reports to support and guide your advertising choices
● Become a better integrated marketer

Speaker Biography: David Regn is the co-founder of Stream Companies, the leading integrated automotive advertising agency in the industry. He achieved recognition as a Philadelphia 100 Hall of Fame CEO by being named seven times to the Philadelphia 100 fastest-growing companies and to the Philadelphia Business Journal 40 under 40 in 2011. Stream was named one of the Best Places to Work in Pennsylvania and is now an eight-time Inc. Magazine winner of the nation’s fastest growing private companies. Stream’s fully integrated traditional and digital advertising methodology delivers an agnostic approach to investing your dealerships advertising dollars to produce the highest return on investment.

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Brad Title

Brad Title

Category: Product/Service Specific Case Study: Digital Marketing
Session Level: Advanced
Session Title: Why Put a Brain Behind Your Website? Answer: Conversion! Conversion! Conversion! – Using a Study of Toyota, Lexus and Scion Dealers

Session Description: This session will teaches dealers to leverage behavioral analytics to drive smarter chat and better conversion.

Takeaways:
● Learn how you can identify EVERY website visitor and specifically target, market, communicate with
● Identify and then eliminate irrelevant and time-wasting chats, uninformed calls
● Understand best practices for communicating with website visitors
● Learn how to truly leverage (rather than lose) all that traffic that you are spending so much money on
● Understand the power of matching (then moving) inventory to align with web visitor preferences

Speaker Biography: Brad has over 20 years automotive experience in the product vision, CRM, BDC, Database management, Lead Management, and Behavioral and Engagement Scoring. Brad founded Cowboy one of the first web based CRM and ILM companies in automotive in the mid-90s which was acquired by Cobalt in 2002. After leaving Cobalt in 2008 he joined DME automotive (A JM Family Company) as Vice President of product vision and sales. During his term he redeployed the Red Rocket platform specializing in retention, reactivation, and data hygiene across top 125 dealer groups in the United States. Most recently Brad founded Gubagoo Inc. a company that specializes in online chat and publishing, inbound call support and behavioral scoring.

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