Digital Dealer - February 2020 - 25

as well as some pay plan examples, and
lastly some reporting and benchmarks to
monitor.
 Determine what setup is right for
your store, BDC or Internet Sales, and
what factors to consider when making that
decision
 Setup for each option (department
setup, management, structure, staffing)
 Develop processes, pay plans, reporting and benchmarks to for each option

Grow Your Market Share with
Millennial Buyers by Finding New
Customer Pools on Snapchat
You may be surprised to hear that
Snapchat has grown to be a social media
platform with an addressable U.S. audience
of 100 million people - 80% of which are
now over the age of 18. This is your next
untapped pool of Millennial customers.
Snapchat's mobile ads are designed to
build your reputation, convey your latest
inventory and offers, and enable people
to text or call your dealership directly for
more information. Tina Ienna (ad solutions
manager, Snapchat) and Drake Baerresen
(co-founder and CMO, TurnKey) will give
you an informational tour of how people
are using Snapchat today and also share
data from early dealership adopters on the
platform who are seeing success at attracting brand new customers to their store.
Attend this session to learn to:
 Find and engage with new Millennial
customers.
 Receive success metrics driven by
Snapchat.
 Understand how people are using
Snapchat today.

Five GIANT Factors That Can Make
or Break Your Website Performance
Tom LaPointe from Preston Automotive Group and Sam Vukas from Dealer
eProcess ring an epic amount of experience (and height) to the stage, with some
critical insight into website factors that
can help or hinder performance.
This electrifying session will cover

February 2020

the latest tech insights about factors
like SEO, SEM, content, landing pages,
plug-ins, and other key hotspots. This
insightful session, ideal for general managers, internet managers, and marketing
managers, will highlight the latest in
website design philosophy, as well as the
pitfalls that can handicap traffic and lead
counts.
This session will provide:
 A strategy for dealers to sharpen
their perspective on critical components
and key performance indicators of website performance.
 An understanding of the fundamental factors that can generate higher traffic
and stronger conversion metrics.
 Review advanced add-ons that may
generate more leads or sabotage the customer experience (and lead counts).

How Top Auto Marketers Are
Measuring Digital ROI Without
Google Analytics
Have you heard of the newest digital
attribution tool for auto marketers yet?
If you run any kind of paid acquisition
(especially Facebook ads) and usually rely
on Google Analytics and UTM codes to
track your digital ROI, then you need to
set this brand-new tool up yesterday.
Once you set it up, you'll have conclusive answers to questions like:
 Where did my prospects come from?
 Did I pay for that traffic? Was it
organic?
 Did it actually lead to a conversion
or sale?
And while it's hosted on Facebook, this
tool will not only include every Facebook
ad and post you've ever run, but also the
organic referrals from Google and any
non-Facebook advertising effort - Bing,
AdWords, YouTube, you name it.
Pete Petersen, CEO of Dealers United
will leave you with many actionable takeaways. After this session, you will:
 Understand the impact of your content and ads across multiple publishers,
channels, and devices.

 Know how to identify exactly where,
how, and when your customers are interacting with your ads and where they're
converting so that you can optimize your
marketing budget and funnel to gain
MORE customers.

No Vending Machine Necessary:
Boost Profits, Build Trust, & Own
the Future through Certified Marketing
Automotive retail is undergoing tectonic
change, and while some of the signs are
visible, many are more subtle but no less
significant.
The most obvious changes are happening
to the new car side of the business.
Less obvious, but no less profound,
change is taking place as a result of the
slow but steady march toward digital
retailing. Ecommerce and omnichannel models are steadily challenging the
benefits of market-based incumbency for
retailers as they see Carvana delivering
next -day in 100+ markets and catapult
into the top 10 sellers of used cars. The
heretofore advantages of location, location, location for local retailers are under
assault as respected automotive analysts
like McKinsey & Company predict that by
the year 2030, as much as 50% of used car
sales will be conducted online.
During this session, Jeffrey Schwartz,
founder of SureSale, will share actionable
ways to position yourself and your organization for some of the changes in the
market. Specifically, you will learn:
 Why maximizing the used sales
opportunity is critical in this changing
environment;
 What product features and marketing elements drive the used vehicle buyer
in today's market; and
 How to organize a go-to-market
strategy that cuts through the clutter and
differentiates your inventory to the used
car shopper today.
For the latest show updates and
announcements, please visit digitaldealer.com.

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Digital Dealer - February 2020

Table of Contents for the Digital Edition of Digital Dealer - February 2020
