Digital Dealer - April 2020 - 1

CONTENTS

D I G I TALD E AL E R .C OM

April 2020

18
EX CL USIV E IN TE R V IE W with Maureen Bailey of Subaru of Moon Township
COVER PHOTO BY BRIAN KALDORF

6-7 | UP T O S PEE D | Tech, Dealer News, & People on the Move
8

| D I R ECT F R OM F A C E B O O K | Q&A with Facebook

40

| I N D U S TR Y H A P P E N IN G S | NADA 2020 - A Quick Look Recap

DE A LER O P S
& L E A DER S H I P
10 FI X ED OPER A TIO N S
Fundamentals That Drive Critical
Service Customer Retention
By Ed Kovalchick

12 SUCC ES S ION P L A N N IN G
Estate Taxes - Still a
Problem for Succession
By Hugh Roberts

14 BUY / SEL L
The 2019 Buy/Sell Market in
Review and Expectations for 2020
By Erin Kerrigan

MA R KETIN G &
A DV ER TIS IN G
24 BRA NDI NG
Sorry, Your Customers Aren't
Buying It
By Ashley Sparks

26 A NA L Y SI S
What's Next in Tier 2 Advertising?
Making the Case for "Direct-toDealer"
By Alex Russo

30 BRA NDI NG
When Dealership Leads Aren't
Enough to Make Your Month
By Melanie Borden

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April 2020

32 CU STO MER RETENTI O N
Turbocharge Your Owner Retention
Program (ORP) Marketing

What's Next:
Digital Dealer
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SA LES &
V A R IA BL E OPS
28 P RO CESS &
P ERF O RMA NC E
Why Sales Efficiency Needs
to be Your Mantra in 2020
By Jason Drucker

38 DI GI TA L RE TA I L
Lessons from Amazon: How
Dealers Can Avoid Becoming
the Next Blockbuster
By Andrew Tai

42 F I X ED O P E R A TIONS
Trading Dollars for Service
and Trading Service for
Dollars
By Charlie Polston

By Courtney Evans

34 W EBSI TE
Less Is More: Optimizing
Websites Through Design
By Kristopher Nielsen

36 SEO / SEM
Google Changes the Google My
Business Rules for Car Dealers
By Greg Gifford

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Digital Dealer - April 2020

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