Is your website built to fail or sale?
This workshop provides powerful insight into website shopping behavior in the automotive marketplace. Learn how to effectively engage shoppers through targeted and relevant marketing. Close the circle by tracking 360° behavioral data to increase conversions, prove real ROI, and complete the full consumer lifecycle.
: Kendall Billman, VinSolutions, Overland Park, KS
|2/8/2013||12:15 pm – 1:30 pm||W 308CD|
|2/8/2013||2:00 pm – 3:15 pm||W 308AB|
|2/11/2013||10:30 am – 11:45 am||W 311AB|
Are you the dealer you say you are?
Fifteen years ago, most dealerships didn’t see the value in having a website. This mistrust in technology still affects critical decisions today, hindering you from taking the next step in your digital marketing and advertising strategy. Consumer quests for information add complexity to marketing-spend decisions and channel management. Learn about current opportunities in digital advertising and break down display advertising and its benefits to your dealership.
Presenters: Matt Murray, Dealer.com, Burlington, VT
|2/8/2013||2:00 pm – 3:15 pm||W 308CD|
|2/10/2013||10:30 am – 11:45 am||W 308AB|
|2/10/2013||3:30 pm – 4:45 pm||W 308AB|
Digital moments that matter: local, mobile, social
You have a limited number of chances to meet, engage with, and win the trust of your prospective customers online. These moments are critical to bringing shoppers to your lot, providing an optimal on-the-lot experience, and staying connected to customers after they leave. Local, mobile, and social represent the top-three digital developments that will help you succeed in the moments that matter in 2013.
Kate Balingit, Google, Inc., Santa Monica, CA; Peter Leto, Google Inc., Birmingham, MI
|2/8/2013||2:00 pm – 3:15 pm||W 207|
|2/9/2013||10:30 am – 11:45 am||W 208|
|2/11/2013||10:30 am – 11:45 am||W 205|
Double your internet sales and profits this year!
Internet-sales success is actually easy to achieve when you follow a proven path. In the last 15 years, countless dealers have achieved success, and this workshop will cover ten proven practices you can adopt for immediate and long-term success. Imagine doubling your Internet sales and profits in 2013. What could that do for your bottom line? This workshop will provide specific details on what you can and must do to take your Internet operation to the highest possible level.
: David Kain, Kain Automotive, Lexington, KY
|2/8/2013||2:00 pm – 3:15 pm||W 304AB|
|2/9/2013||1:00 pm – 2:15 pm||W 110A|
|2/10/2013||10:30 am – 11:454 am||W 304AB|
|2/11/2013||8:30 am – 9:45 am||W 304AB|
Generation Web: fully optimize the digital journey
This workshop explores unreleased research on advanced web strategy. Differentiate between different consumer types and learn how to best influence each. We’ll outline the needed alignment, from brand marketing to conversion marketing to the dealership processes. Develop a holistic, advanced strategy to maximize volume, gross, and CSI.
Jared Hamilton, DrivingSales.com, Sandy, UT
|2/8/2013||3:45 pm – 5:00 pm||W 204|
|2/10/2013||10:30 am – 11:45 am||W 205|
|2/11/2013||8:30 am – 9:45 am||W 208|
Guerrilla marketing using YouTube and Facebook
400 million U.S. adults use Facebook and YouTube daily. Attend this workshop to learn stealth guerrilla-marketing initiatives you can put into practice immediately without hiring a vendor. You will view live examples with real processes including: How to Build and Promote a YouTube Channel, How to Use Facebook Fan Pages and Pay-Per-Clicks to Promote Sales, How to Send Personalized Videos to Customers in Minutes, and more.
: James Ziegler, Ziegler Supersystems, Inc., Snellville, GA
|2/8/2013||12:15 pm – 1:30 pm||W 207|
|2/10/2013||10:30 am – 11:45 am||W 208|
|2/11/2013||8:30 am – 9:45 am||W 204|
How to win shoppers in their 20s and 30s
Learn how shoppers in their 20s and 30s shop online and how the traditional buying funnel does not apply to their decision-making process. Our recent groundbreaking study provides unique, proprietary insights into how and why today’s 20- and 30-something car shoppers behave online. Develop a more successful online strategy for appealing to and converting this critical yet elusive demographic.
Patrick Ryan, FirstLook and MAX Systems, Chicago, IL
|2/8/2013||12:15 pm – 1:30 pm||W 304AB|
|2/8/2013||3:45 pm – 5:00 pm||W 304CD|
|2/11/2013||10:30 am – 11:45 am||W 204|
Leverage reviews to impact the bottom line
Most dealers can share examples of how their reviews attracted a new customer, saved a sale, or even prompted process improvement. But few have a defined strategy for translating those reviews into bottom-line results. In this workshop, you will learn best practices for running a reputation-driven dealership, including success stories from GMs and principals who have successfully integrated reviews throughout sales, service, and F&I to drive more profits across their operation.
Kathy Kimmel, Cars.com, Chicago, IL
|2/8/2013||3:45 pm – 5:00 pm||W 207|
|2/9/2013||10:30 am – 11:45 am||W 304AB|
|2/11/2013||10:30 am – 11:45 am||W 307CD|
Manage IT risk and improve your bottom line
Historically dealerships utilized basic technology and relied on vendors to provide technology solutions. Today, dealers that aren’t looking for innovative ways to leverage technology are falling behind. Whether it’s a manufacturer-required iPad or a personal device used to follow up on leads, consumer-driven IT changes have already affected most dealerships. This session will discuss new technologies and how dealerships can use technology to manage risk and support business strategies.
Mike DelGiudice, Crowe Horwath LLP, Oak Brook, IL
|2/8/2013||2:00 pm – 3:15 pm||W 311AB|
|2/8/2013||3:45 pm – 5:00 pm||W 308AB|
|2/10/2013||10:30 am – 11:45 am||W 311AB|
Purse Power: sell and market to digital divas
Do you know what women want? Women influence a significant number of car sales each year nationwide. Targeted online marketing to women will help you connect and engage with today’s “digital divas” and ultimately increase your sales. Women spend more time researching and shopping online than ever before. Learn to use digital tools such as search engines, Facebook, Twitter, YouTube, and blogs to draw in the female car buyer and influence her buying decision.
Meredith Oliver, Creating WOW Communications, Raleigh, NC
|2/8/2013||12:15 pm – 1:30 pm||W 209A|
|2/8/2013||3:45 pm – 5:00 pm||W 209A|
|2/10/2013||3:30 pm – 4:45 pm||W 311AB|
Turn metrics and knowledge into profits
This workshop reveals best practices for analyzing vital marketing and sales metrics. Areas to be covered include: website development, online-vehicle merchandising, third-party inventory sites and lead services, OEM leads, SEM, and operational structure.
: Shaun Raines, DrivingSales.com, Frisco, TX
|2/8/2013||2:00 pm – 3:15 pm||W 204|
|2/9/2013||10:30 am – 11:45 am||W 204|
|2/10/2013||11:00 am – 12:15 pm||W 103A|
|2/10/2013||3:30 pm – 4:45 pm||W 304AB|
Video SEO strategies for local-search marketing
Learn how to use video SEO to dominate local-search listings and gain an edge over your competition. Video listings in car shoppers’ search results have a 41 percent higher click rate than static text links. This workshop reviews techniques to implement a complete video SEO strategy to increase your online market share. Techniques to be reviewed include: proper keyword optimization, distribution, upload frequency, realistic expectations, video length, and ROI.
AJ Leblanc, Car-Mercial, Boca Raton, FL
|2/8/2013||12;15 pm – 1:30 pm||W 300|
|2/8/2013||3:45 pm – 5:00 pm||W 300|
|2/11/2013||8:30 am – 9:45 am||W 308CD|
Your Digital Showroom: conversion tools and tactics
Today’s competitive dealerships need to think of their website as an extension of their showroom. Learn powerful techniques that help you keep consumers interested and engaged as they shop your website for their next vehicle. Uncover conversion optimization techniques that top retailers use to empower shoppers to take the next step in the shopping funnel, and learn how to effectively integrate the four most powerful lead-capture tools for your website.
: Todd Smith, ActivEngage, Inc., Orlando, FL
|2/8/2013||12:15 pm – 1:30 pm||W 307CD|
|2/8/2013||3:45 pm – 5:00 pm||W 308CD|
|2/11/2013||8:30 am – 9:45 am||W 308AB|