Digital Dealer - August 2017 - 2

Contents

AUGUST 2017, VOL. 24 NO. 8

DEALERSHIP
MANAGEMENT

DIGITALDE ALE R.COM

INTE RV IE W W ITH

SPECIAL SECTION:

Joe Wajda

Roadmap
to DD23

WORLD SUBARU | WORLD JEEP
CHRYSLER DODGE RAM

Top Keynotes
Noteworthy Sessions
Summary Agenda
Things to do while
in Las Vegas

Pg 20

REDISCOVER
THE LOST ART
OF MENTORING
By Dave Anderson
Pg 6

THE POTENTIAL
DEMISE OF THE
AUTOMOBILE
FRANCHISE
SYSTEM?
By Chuck Barker
Pg 12

ADVERTISING
'ATTITUDE' IS
EVERYTHING!

WANT A 50%++
PARTS MARGIN &
OTHER BENEFITS
BENNY? KEEP
READING

By Jim Boldebook
Pg 16

By Ed Kovalchick
Pg 46

Cover story

JOE WAJDA
World Subaru;
World Jeep Chrysler
Dodge Ram
COVER PHOTOGRAPHY
BY CHRIS LO BUE

12 // The Potential
Demise of the
Automobile Franchise
System?
BY CHUCK BARKER

Advertising &
Marketing
16 // Advertising
'Attitude' is Everything!
BY JIM BOLDEBOOK

Sales Strategies
18 // Does Your BDC
Leverage Lead Data to
Increase Sales?
BY MATT WATERMAN

36 // 5 Tips to Getting
Your Customers
to Sing Your Praises
Online
BY EMILY WASHCOVICK

38 // Still Having
Trouble Proving Social
Media ROI? You're Not
Alone
BY KATHI KRUSE

40 // Clicks for
Cars: How AI and
Machine Learning Are
Revolutionizing
Automotive Marketing

BY DAVID SOUTHWORTH

LEADERSHIP
6 // Rediscover the Lost
Art of Mentoring
BY DAVE ANDERSON

ownership
8 // Developing a
Dealer-Minded Attitude
BY KENDALL RAWLS

SPECIAL SECTION:
24 // Digital Dealer 23
Show Highlights: Top
Sessions, Keynotes,
Exhibitor Listings,
Summary Agenda, &
Attractions in Vegas
34 // Data Drives
Dollars: Google
Analytics Is Your Key
to Finding Serious
Shoppers

Publisher Melissa Green
melissa.green@digitaldealer.com
Associate Publisher Kerry Harrington
kerry.harrington@digitaldealer.com
Advertising Sales
sponsorships@digitaldealer.com

EDITORIAL

Editor & Content Manager Alissa Calvaruso
alissa.calvaruso@digitaldealer.com

ART

Creative Director Linda Fisher
Web Designer Mike Franco

PRODUCTION
Production Manager Terri Hill

MARKETING

BY KEITH MEAGHER

Director of Marketing Matthew Ramirez
Marketing Manager Amanda Graziano

Fixed operations

OPERATIONS
Business Development Santos Diaz

42 // Winner, Winner,
Recall Dinner!
BY BILL WITTENMYER

4 // Letter from the
Show Director

ADVERTISING

44 // Vance Chrysler
Hits
a Home Run in
COMMUNICATIONS
Humanity
BY CHARLIE POLSTON

46 // Want a 50%++
Parts Margin & Other
Benefits Benny? Keep
Reading
BY ED KOVALCHICK

BY TRACIE COSTABILE

CONFERENCE
Operations Manager Chantelle Bean

CIRCULATION SUBSCRIPTION
Rich Jarrett
314-432-7511, rjarrett@digitaldealer.com

APRIL 21-23, 2015 * TAMPA, FL
APRIL 21-23 * TAMPA, FL

EMERALD EXPOSITIONS

Chief Executive Ofﬁcer and President
David Loechner
Chief Financial Ofﬁcer and Treasurer
Philip Evans
Chief Information Ofﬁcer
Bill Charles
Vice President, General Counsel
and Secretary
David Gosling
Senior Vice President, Operations
Lori Jenks
Senior Vice President, Digital
Teresa Reilly
Senior Vice President, Marketing Services
Joanne Wheatley
Executive Vice President
Darrell Denny

Dealer magazine (ISSN 1537-6141) is published monthly by Emerald Expositions, LLC. Mailing address
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AUGUST 2017

D I G I TA L D E A L E R . C O M

Vice President, Human Resources
Eileen Deady
Vice President, Corporate Operations
Denise Bashem

A publication of
Emerald Expositions

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Table of Contents for the Digital Edition of Digital Dealer - August 2017