Digital Dealer - March 2019 - 2

Contents

A Message from the Show Director

BY MATTHEW RAMIREZ

SHOW DIRECTOR

C O V E R S TORY

10 Interview with Ferman Chevrolet Mazda
COVER PHOTO BY EDWARD LINSMIER

Ask the Experts

DD26 Pre-Show Highlights

MARKETING
& ADVERTISING
D ATA & ANALYT ICS

16 How to Drive Growth
Through Digital Marketing
BY KYLE KEOGH

ADVERTISING

Sales Executive Kerry Harrington
Kerry.Harrington@digitaldealer.com
Sales Executive Greg Ree
Gree@digitaldealer.com

SP E N D MA N A G EM EN T

30 Where Are the Cost Savings?
BY DOUG AUSTIN
B U Y/ SELL

34 Tales from the Front-Line
of Auto Retail Buy/Sells
BY RYAN KERRIGAN

S O C I A L M E DIA

18 Under the Hood with Automotive
Inventory Ads for Prospecting
BY GABRIELLE GARRISON
D ATA & ANALYT ICS

20 Data Gaps are Costing
You Sales Every Month.
Here's How to Close Them.
BY JULIE BISKIS
D ATA & ANALYT ICS

SEO

26 Boost Website Rankings
BY TIM JAMES

28 Building a Powerful Brand
is Everyone's Job

BY CHUCK BARKER
EM ER G IN G TR E N D S & D I SR U P TOR S

38 Automotive and the
Amazonifcation of Everything
BY DAVID STEINBERG

40 The Reports of My Death Have
Been Greatly Exaggerated
BY BRIAN ALLAN

SALES &
VARIABLE OPS
S A LE S STR ATEG Y

42 What Have You Done for Me
Lately? The Power of Reciprocity
in a Slighted Sales World

Production Manager Vicki Peck

MARKETING

CONFERENCE

Operations Manager Chantelle Bean

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

EMERALD EXPOSITIONS
Interim President and CEO
Philip Evans
Chief Information Officer
Bill Charles
Executive Vice President
Darrell Denny
SVP General Counsel and Secretary
David Gosling
Senior Vice President, Finance
Dave Sunderland
Senior Vice President, Marketing Services
Joanne Wheatley
Vice President, Human Resources
Eileen Deady

BY MICHELLE MCLAIN

44 What Is Your F&I Team
Obsessed About?
BY TONY TROUSSOV CSP

46 Educating Your Customers
Increases Sales and Builds Trust
BY CHARLIE POLSTON

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
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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.

MARCH 2019

PRODUCTION

Marketing Coordinator Meagan Rice

FI X E D OP E R ATIO N S

L E A D E RS HIP

Creative Director Linda Fisher

F& I

DEALER OPS
& MANAGEMENT

BY DAVE ANDERSON

ART

36 Is Your Comfort Inhibiting
Your Team's Growth?

T R A D I TIONAL

BY JIM BOLDEBOOK

Advertising Sales
Sponsorships@digitaldealer.com

Marketing Manager Lindsey C. Kostura

BY BRIAN EPRO

24 Media Report: Who Why
What When Where!

Sales Consultant Greg Noonan
Greg.Noonan@digitaldealer.com

LEA D ER S H I P

EM ER G IN G TR E N D S & D I SR U P TOR S

22 Behavioral Data & Artificial
Intelligence: The Keys to
Marketing Personalization

EDITORIAL

Editor & Content Manager Alissa Calvaruso
alissa.calvaruso@digitaldealer.com

S P E CIAL F EAT URES

Matthew Ramirez
matthew.ramirez@digitaldealer.com

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

Dealer Magazine is a trademark owned
exclusively by Emerald Expositions, LLC.
Copyright © 2019. Emerald Expositions, LLC
All rights reserved.
Volume 26, Issue 3, 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

http://www.DIGITALDEALER.COM

Digital Dealer - March 2019

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