Digital Dealer - November 2019 - 1

Contents

SHOW DIRECTOR

Matthew Ramirez
matthew.ramirez@digitaldealer.com

EDITORIAL

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

C O V E R STORY

20 Interview with Jane Millman of Riverhead Chrysler Dodge Jeep Ram

ADVERTISING

COVER PHOTO BY CHRISTOPHER APPOLDT PHOTOGRAPHY

Business Development Melissa Green
Melissa.green@digitaldealer.com

SP E C IA L FEATU R ES

Business Development Greg Ree
Gree@digitaldealer.com

30 Introducing Our 2020 Theme: Defy Gravity

Business Development Kim Moore
kim.moore@digitaldealer.com
Advertising Sales
Sponsorships@digitaldealer.com

DEALER OPS &
MANAGEMENT

ART

Creative Director Linda Fisher

PRODUCTION

Production Manager Terri Hill

MARKETING

Marketing Coordinator Farah Bacchus

OWN ER S H IP

Operations Director Julie Freedman
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, Finance
Dave Sunderland
Senior Vice President, Marketing Services
Joanne Wheatley
Vice President and Controller
Kate Elder
Executive Vice President, People & Culture
Angelique E. Carbo
Executive Vice President, Emerald Connect
Jessica Blue

Become an Accredited Leader
BY DAVE ANDERSON

CONFERENCE

CIRCULATION SUBSCRIPTION

Happy and Harmonious Holidays -
are Possible!
BY KENDALL RAWLS

Volume 26, Issue 10, Dealer magazine (ISSN 15376141) 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

BY DAN BERES
FIX E D OP E R ATION

30 Consistent Communication
Strategy
BY ANGELA SCHLIINZ
R EP U TATION & LOYA LTY

32 Marketing That's Moving the Metal

SPEN D M A N A GE MEN T

BY JIM BOLDEBOOK

Are You Ready for 2020?

SE O

BY DOUG AUSTIN
BUY/ S E LL

10 2019: Another Strong Year for
Buy/Sell Activity and Valuations
BY RYAN KERRIGAN
F IXED O P E R ATION S

16 What's Your Post-Warranty Service
Retention Strategy?
BY SCOT EISENFELDER
F IXED O P E R ATION S

18 Calculating More Gross Profit
In Fixed Ops
BY ED KOVALCHICK

34 Google My Business: Your Secret
Weapon to Boost Sales
BY KATHI KRUSE

SALES &
VARIABLE OPS
D IGITA L R E TA ILIN G

37 Digital Retailing Part 3:
Digital Influence
BY MELANIE BORDEN
FIX E D OP E R ATION S

44 Tatton Manning: A True Patriot!
BY CHARLIE POLSTON
FIX E D OP E R ATION S

MARKETING
& ADVERTISING
SOCI A L M E D IA

28 Connected Cars -
Whose Data is it Anyway?

L EAD ER S H IP

Marketing Director Diane Massie
Marketing Coordinator Meagan Rice

D ATA & A N A LYTIC S

46 5 Ways to Modernize Your Owner
Retention Program (ORP)
BY COURTNEY EVANS

26 Remove Friction in your Media
Mix to Drive Profitability
BY BOB LANHAM

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

NOVEMBER 2019

http://www.DIGITALDEALER.COM

Digital Dealer - November 2019

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