Digital Dealer - May 2018 - 2

Contents

MAY 2018, VOL. 25 NO. 5

DIGITALDEALER.COM

TECHNOLOGY
DOES NOT REPLACE
YOUR PEOPLE!
BY CHUCK BARKER
Pg 10

ownership

Fixed operations

14 // Key Buy/Sell
Trends for 2018

40 // Put a Ring on It
BY KATIA TIKHONRAVOVA,

BY RYAN KERRIGAN

KEY BUY/SELL
TRENDS FOR 2018
BY RYAN KERRIGAN
Pg 14

10 QUESTIONS TO
ASK WHEN HIRING
A SOCIAL MEDIA
MANAGER

INTERVIEW WITH

LEE CERTILMAN

PRESIDENT & DEALER PRINCIPAL,
NARDY HONDA SMITHTOWN

BY KATHI KRUSE
Pg 44

Pg 30

DIGITAL
DEALER 24
HIGHLIGHTS

20 // What's Tomorrow?
BY KENDALL RAWLS

22 // Save Today...
Gone Tomorrow

BY SHAUN RAINES
Pg 36

Cover story

Lee Certilman

President & Dealer Principal,
Nardy Honda Smithtown
COVER PHOTO BY
CHRISTOPHER APPOLDT

4 // Letter from the
Show Director

BY DOUG AUSTIN

Pre-owned
24 // Three Pointers to
Maximize Purchased
Unit Profitability
BY DALE POLLAK

Advertising &
Marketing

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

ADVERTISING
Publisher Melissa Green
melissa.green@digitaldealer.com

3 POINTERS TO
MAXIMIZE
PURCHASED UNIT
PROFITABILITY
BY DALE POLLAK
Pg 24

SHOW DIRECTOR

42 // "Voicemail:"
Untapped Opportunity
BY SEAN V. BRADLEY, CSP

44 // 10 Questions to
Ask When Hiring
a Social Media Manager
BY KATHI KRUSE

46 // Omni-what?
Your Dealership and
the Emergence of the
Omnichannel Approach
BY SHOSHANA DUBOW

Associate Publisher Kerry Harrington
kerry.harrington@digitaldealer.com
Advertising Sales
sponsorships@digitaldealer.com

COMMUNICATIONS

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

ART
Creative Director Linda Fisher

PRODUCTION
Production Manager Terri Hill

MARKETING
Show Manager Matthew Ramirez
matthew.ramirez@digitaldealer.com
Marketing Manager Lindsey C. Kostura
Marketing Coordinator Meagan Rice

26 // Your Best
Advertising Target!

CONFERENCE

BY JIM BOLDEBOOK

CIRCULATION SUBSCRIPTION

LEADERSHIP

NADA 2018 Highlights

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

8 // Stop Waiting,
Start Changing

34 // NADA Recap

BY DAVID SOUTHWORTH

BY DAVE ANDERSON

DEALERSHIP
MANAGEMENT
10 // Technology
Does Not Replace
Your People!
BY CHUCK BARKER

BY ARNOLD TIJERINA

Digital dealer 24
highlights

Operations Manager Chantelle Bean

EMERALD EXPOSITIONS
Chief Executive Ofﬁcer and President
David Loechner
Chief Financial Ofﬁcer and Treasurer
Philip Evans
Chief Information Ofﬁcer
Bill Charles

36 // Digital Dealer 24
Conference & Expo
Recap

SVP General Counsel and Secretary
David Gosling

BY SHAUN RAINES

Senior Vice President, Marketing Services
Joanne Wheatley

Senior Vice President, Operations
Lori Jenks

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

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

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
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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.

M AY 2 0 1 8

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

A publication of
Emerald Expositions

http://www.DIGITALDEALER.COM

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