Digital Dealer - May 2019 - 2

Contents

A Message from the Show Director

SHOW DIRECTOR
Matthew Ramirez
matthew.ramirez@digitaldealer.com

BY MATTHEW RAMIREZ
C O V E R S TORY

EDITORIAL

22 Interview with Doug Wilson
COVER PHOTO BY RON BLAYLOCK PHOTOGRAPHY

38 Digital Dealer 26 Rewind

Sales Executive Greg Ree
Gree@digitaldealer.com

BY SHAUN RAINES

F I X E D OP E RAT IONS

Data Doesn't Lie: Improve Your
Fixed Ops Department and Yield
Higher ROI for Your Dealership
BY CASSIE CIOPRYNA

D ATA & A N A LYTI C S

30 Demystifying Digital Marketing:
Using Metrics to Assess
Effectiveness
BY TONY ALLISON, JUSTIN CERONE,
& STEVE WOJCICKI
SO C I A L ME D I A

B U Y / S E L L T RENDS

Buyers Pickier in Today's
Buy/Sell Market
BY RYAN KERRIGAN

L E A D ERS HIP

12 The Greatest Threat for
Survival Could Be You
BY CHUCK BARKER
F I X E D OP E RAT IONS

16 The Tales of a Parts Pro...
BY ED KOVALCHICK

10 Traits of an Extraordinary
Social Media Manager
BY KATHI KRUSE

D ATA & A N A LY TI C S

36 The Whole-Dealership Data Layer:
The Time Has Come to Unify Your
Data and Measure ROI
BY AHARON HORWITZ

SALES &
VARIABLE OPS
FI XE D OP E R ATIO N S

S P E N D M ANAGEM ENT

18 Developing a Revenue Center
BY DOUG AUSTIN

42 Inspire Your Guest to Invest
BY CHARLIE POLSTON
FI N A N CE & I N SU R A N C E

I N D U S TRY T RENDS

20 Top 5 Reasons Dealers Need
to Engage Their State
Dealer Association
BY ROBERT GLASER

MARKETING
& ADVERTISING
T R A D I T IONAL ADVERT ISING

28 Broadcast Advertising Back
to the Future!

44 The 4 Laws of Influential
Conversations -Part 2
BY MIKE HIRSCHFIELD

Advertising Sales
Sponsorships@digitaldealer.com

ART

Creative Director Linda Fisher

PRODUCTION

Production Manager Terri Hill

MARKETING

Marketing Manager Lindsey C. Kostura
Marketing Coordinator Meagan Rice

CONFERENCE

Operations Director Julie Freedman

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

EMERALD EXPOSITIONS
Interim President and CEO
Philip Evans
Chief Information Officer
Bill Charles
Executive Vice President
Darrell Denny
SVP General Counsel and Secretary
David Gosling
Senior Vice President, Finance
Dave Sunderland
Senior Vice President, Marketing Services
Joanne Wheatley
Vice President, Human Resources
Eileen Deady

SA LE S STR ATEG Y

BY SEAN V. BRADLEY, CSP
FI N A N CE & I N SU R A N C E

47 Three Steps to Create an
F&I Culture
BY TONY TROUSSOV CSP

Dealer Magazine makes every attempt to ensure the accuracy of all published works. However it cannot be
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and a Committee of Publishers.

M AY 2 0 1 9

Sales Consultant Greg Noonan
Greg.Noonan@digitaldealer.com

46 Million-Dollar Question:
Can You Sell Cars?

BY JIM BOLDEBOOK

ADVERTISING

Sales Executive Kerry Harrington
Kerry.Harrington@digitaldealer.com

S P E CIAL F EAT URE

DEALER OPS
& MANAGEMENT

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

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

Dealer Magazine is a trademark owned
exclusively by Emerald Expositions, LLC.
Copyright © 2019. Emerald Expositions, LLC
All rights reserved.
Volume 26, Issue 5, 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.

A publication of
Emerald Expositions

http://www.DIGITALDEALER.COM

Digital Dealer - May 2019

Table of Contents for the Digital Edition of Digital Dealer - May 2019