Digital Dealer - September 2017 - 28

Road Map to DD23 | Sept. 18-20 | Las Vegas

Noteworthy Session

D A T A & A N A L Y T I C S Why Bass-Ackwards Will Take You Forward - How to Be
Successful in Tomorrow's Market

If you think the Internet turned the automotive industry upside down, you are correct. But what if
there are even greater changes in our future that will create 180-degree changes in how we conduct
business? What if every instinct told you to do one thing but the opposite was what actually worked
best moving forward? Doing things differently, and I mean completely Bass-ackward, will be key to
your success in tomorrow's automotive market. Join Kevin Frye, eCommerce Director at Jeff Wyler
Automotive Family, for this eye-opening session designed to help you:
Understand how successful dealers will market in reverse to what they have always done.
Use advanced data already available at your fingertips to choose your inventory allocation, rather
than allocate your inventory based upon what your OEM tells you.

KEVIN FRYE

D I G T I A L

M A R K E T I N G

» Sessions
Google's Dealer
Playbook! Learn the
Strongest Foundation
and Ways to Up Level
Your Dealer Account!

Settling the Traditional
Marketing Versus
Digital Marketing
Debate Once and for All

Google Auto Specialists
will walk you through the
four pillars that form the
newly released Google
Dealer Playbook (Google's
own recommendations
for dealers using Google
products). These four key
pillars will help you build
a framework to be most
successful using all Google
products.

Takeaways

Identify the four pillars
that can help drive your
advertising business forward
through your use of Google
products.
Prioritize what is going
to help drive the most
efficient campaigns for your
dealership.
Understand the various
Google products that
are most applicable to
dealerships.
Speakers: Andrew
Diffenderfer of Google; and
Tannis McKenna of Google

SEPTEMBER 2017

One of the biggest opportunities for dealers who
are creating robust and
high-impact marketing plans
is how to best allocate their
budgets. In this session, we
will look through the marketing channels that drive
traffic and influence audiences, discuss the primary
KPIs to measure success,
and focus on data and case
studies that demonstrate
how to build a plan within
our budgets that will give the
greatest return.

Takeaways

Discover industry trends
in both dealership budget
spend and consumer behavior to best create budget
decisions based on data.
Develop a process for
building your marketing
budget based on intent &
in-market buyers along
with stimulus and creating
brand/dealership interest
all around the channels that
best match these high-level
strategies.
Speaker: Dave Spannhake
of Reunion Marketing

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

Transforming Your
Digital Approach with
Video: Insight from
Google and Facebook

We know that video is more
emotionally engaging. We
know that YouTube is the
second largest search engine
in the world. We also know
that Google and Facebook
can reach 95% of the
prospects in your market.
Does video make an impact?
Senior members from
Google and Facebook will
explore the impact of video
with these dominant digital
platforms.

Takeaways

Learn what types of
video content for both
sales and service teams
are making an impact with
Google and Facebook.
Learn key metrics tied
to leveraging video content
with Google and Facebook.
See examples of how
dealerships are leveraging
successful video campaigns.
Speakers: Bob Lanham of
Facebook, Peter Leto
of Google; and Moderator:
Phil Sura of UnityWorks

20 ESSENTIAL
LAS VEGAS
RESTAURANTS
1
7TH & CARSON
CUISINE: AMERICAN

2
ANDIAMO ITALIAN
STEAKHOUSE
CUISINE: ITALIAN,
AMERICAN, STEAKHOUSE

3
BANDITO LATIN
KITCHEN &
CANTINA
CUISINE: MEXICAN, LATIN
AMERICAN

4
THE BLACK SHEEP
CUISINE: VIETNAMESEAMERICAN

5
CHICA
CUISINE: LATIN AMERICAN

Continued on pg. 30

http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - September 2017