Digital Dealer - July 2019 - 1

Contents

A Message from the Show Director

SHOW DIRECTOR
Matthew Ramirez
matthew.ramirez@digitaldealer.com

BY MATTHEW RAMIREZ
C O V E R STORY

EDITORIAL

Editor & Conference Producer
Alissa Calvaruso
alissa.calvaruso@digitaldealer.com

22 Interview with DCH Paramus Honda

ADVERTISING

SP E C IA L FEATU R ES

COVER PHOTO BY WILLIAM DENVER

Sales Executive Kerry Harrington
Kerry.Harrington@digitaldealer.com

28 DD27 Pre-Show Highlights

Sales Executive Greg Ree
Gree@digitaldealer.com

DEALER OPS
& MANAGEMENT

Sales Consultant Greg Noonan
Greg.Noonan@digitaldealer.com
Advertising Sales
Sponsorships@digitaldealer.com

L EAD ER S H IP

ART

Creative Director Linda Fisher

PRODUCTION

Production Manager Terri Hill

BY TOM MAOLI

Are You a Critic or a Coach?

EMER GIN G TR E N D S

BY DAVE ANDERSON
SPEN D M A N A GE MEN T

Marketing Manager Lindsey C. Kostura

Implementing an Effective
Spend Management Function

Marketing Coordinator Meagan Rice

BY DOUG AUSTIN

MARKETING

CONFERENCE

Operations Director Julie Freedman

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

EMERALD EXPOSITIONS
President and CEO
Sally Shankland
Chief Financial Officer
Philip Evans
Chief Operations Officer
Brian Field
Chief Information Officer
Bill Charles
SVP General Counsel and Secretary
David Gosling
Senior Vice President
Gannon Brousseau
Senior Vice President, Finance
Dave Sunderland
Senior Vice President, Marketing Services
Joanne Wheatley
Vice President, Human Resources
Eileen Deady

L EAD E R S H IP

Leading with Purpose - Part II
BY LOYD RAWLS

Volume 26, Issue 7, 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

36 Dealerships Tapping into the
Power of VIN-Specific Marketing
BY MARIO SCHIAPPACASSE
R EP U TATION & LOYA LTY

38 A Dealership on the Road to 10,000
Online Reviews: What I've Learned...
BY JOEL GORDON
C ON TE N T

F IXED O P E R ATION S

40 Creative is King!

12 Technical Knowledge Is
Essential, Get Some, &
Then Close the Purchase!

BY JIM BOLDEBOOK
D ATA & A N A LYTIC S

41 4 Sad Ways a Dealer's Digital
Marketing Money Gets Wasted

BY ED KOVALCHICK
BUY/ S E LL

BY GEORGE NENNI

14 Is the Sky Falling for the Buy/Sell
Market? We Don't Think So.

SALES &
VARIABLE OPS

BY RYAN KERRIGAN
L EAD E R S H IP

18 How to Ensure a Well-Rounded,
Healthy Dealership
BY CHUCK BARKER

MARKETING
& ADVERTISING

43 An Open Letter to Service Directors:
Selling Your Way to Success
D IGITA L R ETA ILIN G

45 How Digital Retail Solutions
Can Enhance Your Expertise

32 Social Selling Tip: 5 Steps to Making
Powerful Video Testimonials
BY KATHI KRUSE

FIXE D OP E R ATION S

BY CHARLIE POLSTON

VIDEO

EMER GIN G TR E N D S

34 Future of Luxury Market
in the Automotive Industry

BY AMANDA GEORGE
CRM

47 The Real Cost Per Lead, Wasted
Spend, & How to Boost ROI
with CRM
BY SEAN V. BRADLEY, CSP

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 2600 N. Military Trail, Suite
390, Boca Raton, FL 33431. 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.

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

J U LY 2 0 1 9

http://www.DIGITALDEALER.COM

Digital Dealer - July 2019

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