Digital Dealer - April 2018 - 2

Contents

APRIL 2018, VOL. 25 NO. 4

DIGITALDEALER.COM

FEATURED ARTICLES
WRITTEN BY

DIGITAL DEALER
24 PRESENTERS

NO, DEALERS!
YOU DON'T NEED
WORK-LIFE BALANCE.
By Dan Waldschmidt

International Business Strategist
& Extreme Athlete
Pg 12

INTERVIEW WITH

BEN
KEATING,
REACH MORE CAR
SHOPPERS WITH MOBILE
VIDEO ON FACEBOOK
By Gabrielle Garrison

PRINCIPAL OWNER &
CHIEF VISIONARY
KEATING AUTO GROUP

ownership

Finance & insurance

SHOW DIRECTOR

12 // NO, Dealers!
You Don't Need
Work-Life Balance.

38 // The One
Thing That Changes
Everything in F&I

ADVERTISING

BY DAN WALDSCHMIDT

BY MIKE HIRSCHFIELD

24
CONFERENCE & EXPO
APRIL 10-12, 2018 | ORLANDO, FL

Cover story

Ben Keating
Principal Owner &
Chief Visionary,
Keating Auto Group
COVER PHOTOGRAPHY
BY ERICK CALDERÓN

LEADERSHIP
6 // Six Steps to Promote
People Properly
BY DAVE ANDERSON

DEALERSHIP
MANAGEMENT
8 // Relationship
Development With
People Is the Key to
Your Success

16 // Margin
Compression Takes
a Bite-How Will
You Bite Back?
BY DALE POLLAK

Advertising &
Marketing
18 // Platinum Rule
Marketing!
BY JIM BOLDEBOOK

road trip to
Digital dealer 24
22-27 // Digital Dealer
24 Conference & Expo
Pre-Show Highlights

Fixed operations
34 // Are You a
Student, a Disciple, or
a Disciple-Maker?

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

Pre-owned

Advertising Sales
sponsorships@digitaldealer.com

Pg 28

Partner Manager, Automotive
Facebook
Pg 48

David Southworth
Vice President, Digital Dealer
David.Southworth@emeraldexpo.com

42 // A Mystery Shop for
a Major National OEM
(Part 2)
BY SEAN V. BRADLEY, CSP

44 // Prioritize Mobile
Experiences or Risk
Losing Customers
BY CAVAN ROBINSON

46 // Google Analytics
How-To: Hold Your
Vendors Accountable
BY TRACIE COSTABILE

48 // Reach More Car
Shoppers with Mobile
Video on Facebook
BY GABRIELLE GARRISON

BY CHARLIE POLSTON

EDITORIAL

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

COMMUNICATIONS

ART

Creative Director Linda Fisher

PRODUCTION

Production Manager Terri Hill

MARKETING

Show Manager Matthew Ramirez
matthew.ramirez@digitaldealer.com
Marketing Coordinator Meagan Rice

CONFERENCE

Operations Manager Chantelle Bean

CIRCULATION SUBSCRIPTION
Rich Jarrett
314-432-7511, gatewayrj@att.net

EMERALD EXPOSITIONS

Chief Executive Ofﬁcer and President
David Loechner
Chief Financial Ofﬁcer and Treasurer
Philip Evans
Chief Information Ofﬁcer
Bill Charles
SVP General Counsel and Secretary
David Gosling
Senior Vice President, Operations
Lori Jenks

BY CHUCK BARKER

Senior Vice President, Marketing Services
Joanne Wheatley
Executive Vice President
Darrell Denny

We want to hear from you!

Share with us what you enjoyed the most in this issue, as well as what you
would like us to cover in future issues. Email: dmeditorial@digitaldealer.com

Dealer magazine (ISSN 1537-6141) is published monthly by Emerald Expositions, LLC. Mailing address
is 100 Broadway, 14th Floor, New York, New York 10005. Periodicals Postage Paid at New York, NY
and additional mailing ofﬁces. POSTMASTER: Please send address changes to: Dealer Magazine, P.O.
Box 16770, St. Louis, MO 63105. Subscriptions are $48.00 per year, 12 issues per year, monthly. Back
issues, $10.00 each. Make check payable to Emerald Expositions, LLC. Send to: P.O. Box 16770 St.
Louis, MO 63105. Reprint requests: alissa.calvaruso@digitaldealer.com.
Dealer magazine makes every attempt to ensure the accuracy of all published works. However it cannot be
held responsible for opinions expressed or facts supplied herein. Nothing may be reproduced in whole or in
part without written permission from the publisher. All rights reserved. The publisher encourages you to submit
suggestions. Submitted materials become the property of Emerald Expositions and will not be returned. Send
material for publication to E 7601 N. Federal Highway, Suite #240A, Boca Raton, FL 33487. The editor reserves
the right to edit material; submission of material constitutes permission to edit and publish that material. This
publication is designed to provide accurate and authoritative information in regard to the subject matter covered.
It is presented with the understanding that the publisher is not engaged in rendering legal, accounting or other
professional service. If legal advice or other expert assistance is required, the services of a competent professional
person should be sought. From a Declaration of Principles jointly adopted by a Committee of the American Bar
Association and a Committee of Publishers.

APRIL 2018

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

http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - April 2018