Digital Dealer - July 2019 - 30

Road Trip to DD27 | AUG 19-21, 2019 | Las Vegas

TOP 4
REASONS
TO ATTEND:
 BUILD ACTION
PLANS TO BOOST
PERFORMANCE in sales,
marketing, and dealer ops/
management. The agenda
features more than 100
conference sessions where
you can pick and choose the
subject areas most relevant
to your speciﬁc needs/
interests. Sessions will
share strategic insight, along
with step-by-step guidance
on how to successfully
implement new ideas
and proven approaches
immediately upon return to
your store.
 DEMO THE LATEST
PRODUCTS & SERVICES
from 130+ auto retail solution
providers in the DD27
Expo Hall. The Expo Hall
will feature many exciting
new additions, including
educational mini-sessions
(presented by Friendemic)
throughout the event where
you can get up-to-speed on
best practices and ways to
optimize social media ROI.
 PEER-TO-PEER
IDEA-SHARING: Connect
with peers from dealerships
based across the U.S. to
discuss best practices and
solutions for problems in
your store!
 RECEIVE EXPERT
COUNSEL from top keynote
speakers and executives
from the country's top 100
dealerships.

30

J U LY 2 0 1 9

The DD27 agenda is
packed with more than
100 educational sessions
led by top dealership
executives, trainers/
consultants, and leaders in
marketing and innovation!
Here's just a small sampling
of the sessions you can
attend in Vegas next month!
LEVERAGING MARKETING
AUTOMATION TO GENERATE
2X THE RESULTS
In the Digital Era where consumer
expectations are at an all-time high,
the concept of "core models" no longer
exists. Today's consumers expect two
things when shopping for a new vehicle:
speed and relevant content. Nearly 80%
of consumers expect brands to tailor
messaging based on their previous
shopping behavior, yet most dealers tend
to only advertise their top-selling models.
To stay relevant to customers,
dealerships need to provide ads that
answer the consumer's main questions:
1) Do you have the vehicle I am
interested in? 2) How much is it?
To answer these questions effectively,
dealerships need a payment-based ad for
every new and pre-owned vehicle they
sell, not just for their "core models." The
challenge is, creating relevant, data-rich
ads for every vehicle is time-consuming,
difﬁcult to scale and the messaging
is often inconsistent across different
mediums (inconsistent offers across
digital, website, mail, and email). As a
result, most dealers settle with two or
three generic ads on their "core models"
that do not reﬂect the consumer's
interest, leading to low conversions,
wasted ad spend, and little ROI.
During this session, "Think with
Google: #NoMoreCoreModels," Andrew
Diffenderfer (Senior Automotive Retail

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

Specialist, Google) and David Boice
(Co-Founder and CEO, Team Velocity)
will help you to: create automated ads for
every new and pre-owned vehicle you
sell; use technology and data to double
your results; and ensure consistency
across every marketing touch point.
VISUAL CAMPAIGNS THAT
RESONATE & TRIGGER VEHICLE
PURCHASES
Every month, roughly half of new car
buyers come to Pinterest to plan their
lives. John Gray (Head of Automotive
Strategy, Pinterest) will share how to
use visual campaigns on Pinterest
to generate early consideration with
consumers when their planning for life
moments that trigger a car purchase.
John's session will dive into new ways
for dealerships to reach and inﬂuence
customers, along with best practices from
the hundreds of dealers that are active
on Pinterest today.
TAKEAWAYS:
 Understand the value of aligning
marketing objectives with life moments
like a wedding, a new baby, or a new
home.
 Reach auto consumers at the
beginning of their purchase journey,
when they are most open to hearing from
brands.
 Gain the ability to create visual
campaigns that resonate.
ACCOUNTABILITY, CULTURE,
AND A MINDSET OF WORLDCLASS SERVICE
If you could raise your sales to 700
cars a month by simply changing three
things right now, would you?
Alex Flores, general manager of
Capitol Chevy, will help you to increase
business through three simple things:
accountability, culture, and a mindset
of world-class service. During his
session, "3 Core Performance Drivers:
Accountability, Culture, and a Mindset of
World-Class Service," Alex will share his
ﬁrst-hand experience in driving results
through these three core areas. When
Alex joined Capitol Chevy as general
manager, they were producing, on
http://www.DIGITALDEALER.COM
Digital Dealer - July 2019

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