Digital Dealer - August 2019 - 2

Contents

SHOW DIRECTOR

4

Matthew Ramirez
matthew.ramirez@digitaldealer.com

A Message from the Show Director
BY MATTHEW RAMIREZ

EDITORIAL

Editor & Conference Producer
Alissa Calvaruso
alissa.calvaruso@digitaldealer.com

C O V E R S TORY

18 Interview with Titus-Will Toyota

ADVERTISING

COVER PHOTO BY MATT BURN

Sales Executive Kerry Harrington
Kerry.Harrington@digitaldealer.com

S P E C I AL F E AT URES

Sales Executive Greg Ree
Gree@digitaldealer.com

26 Inside Digital Dealer 27

Sales Consultant Greg Noonan
Greg.Noonan@digitaldealer.com

DEALER OPS
& MANAGEMENT
L E A D E R S H IP

6

34 16 Ways to Damage Your Professional
Brand & Fail at Social Selling
BY KATHI KRUSE

Generational Leadership

R EP U TATION /LOYA LTY

BY DAVE ANDERSON
F I X E D O P E R AT IONS

8

SO C I A L ME D IA

Leasing Is Now - Know the
Maintenance Requirements
or Else
BY ED KOVALCHICK

D ATA & A N A LY T ICS

10 What You Don't Know Can
and Will Hurt You
BY CHUCK BARKER

36 Why Public Relations Is Essential
for Your Dealership
BY MELANIE BORDEN

16 Level Up: Drive a Better
Clicks-to-Bricks Connection
BY CAVAN ROBINSON

ADAM PAVKOV
A D VE R TISIN G

40 'Medium and Message' Magic!

SALES &
VARIABLE OPS
42 3 Simple Ways to Communicate
Better with Your Customers
and Increase Sales
FI X E D OP E R ATION S

MARKETING
& ADVERTISING

46 The Push for Increased Fuel
Economy Continues: How
Can Fixed Ops Contribute?
BY CHARLIE POLSTON

R E P U TAT I O N/L OYALT Y

PRODUCTION

Production Manager Terri Hill

MARKETING

Marketing Manager Lindsey C. Kostura

CONFERENCE

BY MIKE HIRSCHFIELD

AND KRIS NIELSON

Creative Director Linda Fisher

38 Using Facebook to Jumpstart Your
Loyalty and Retention Programs

C U S TO MER EX P E R IEN C E

D I G I TA L I N T E GRAT ION

ART

Marketing Coordinator Meagan Rice

PRE-OWNED

BY TIM SCOUTELAS

Advertising Sales
Sponsorships@digitaldealer.com

SO C I A L ME D IA

BY JIM BOLDEBOOK

14 The Customer Buy Center: A Better
Way to Build Inventory

Sales Consultant Paige Donnelly
Paige.Donnelly@digitaldealer.com

30 Reaching for High-Star Ratings

Operations Director Julie Freedman

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

EMERALD EXPOSITIONS
President and CEO
Sally Shankland
Chief Financial Officer
Philip Evans
Chief Operations Officer
Brian Field
Chief Information Officer
Bill Charles
SVP General Counsel and Secretary
David Gosling
Senior Vice President
Gannon Brousseau
Senior Vice President, Finance
Dave Sunderland
Senior Vice President, Marketing Services
Joanne Wheatley
Vice President and Controller
Kate Elder
Vice President, Human Resources
Eileen Deady

BY MIKE LEE
D ATA & A N A LY T ICS

32 You Keep Talking, But Are Your
Customers Listening?
BY ANTHONY GJONAJ

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 part without written permission
from the publisher. All rights reserved. The publisher encourages you to submit suggestions. Submitted materials become
the property of Emerald Expositions and will not be returned. Send material for publication to 2600 N. Military Trail, Suite
390, Boca Raton, FL 33431. The editor reserves the right to edit material; submission of material constitutes permission to
edit and publish that material. This publication is designed to provide accurate and authoritative information in regard to the
subject matter covered. It is presented with the understanding that the publisher is not engaged in rendering legal, accounting
or other professional 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.

2

AUGUST 2019

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 8, 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://DIGITALDEALER.COM

Digital Dealer - August 2019

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

Digital Dealer - August 2019
A Message from the Show Director
Generational Leadership
Leasing Is Now - Know the Maintenance Requirements or Else
What You Don't Know Can and Will Hurt You
The Customer Buy Center: A Better Way to Build Inventory
Level Up: Drive a Better Clicks-to-Bricks Connection
Interview with Titus-Will Toyota
Inside Digital Dealer 27
Reaching for High-Star Ratings
You Keep Talking, But Are Your Customers Listening?
16 Ways to Damage Your Professional Brand & Fail at Social Selling
Why Public Relations Is Essential for Your Dealership
Using Facebook to Jumpstart Your Loyalty and Retention Programs
‘Medium and Message’ Magic!
3 Simple Ways to Communicate Better with Your Customers and Increase Sales
The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - Digital Dealer - August 2019
Digital Dealer - August 2019 - Cover2
Digital Dealer - August 2019 - 1
Digital Dealer - August 2019 - 2
Digital Dealer - August 2019 - 3
Digital Dealer - August 2019 - A Message from the Show Director
Digital Dealer - August 2019 - 5
Digital Dealer - August 2019 - Generational Leadership
Digital Dealer - August 2019 - 7
Digital Dealer - August 2019 - Leasing Is Now - Know the Maintenance Requirements or Else
Digital Dealer - August 2019 - 9
Digital Dealer - August 2019 - What You Don't Know Can and Will Hurt You
Digital Dealer - August 2019 - 11
Digital Dealer - August 2019 - 12
Digital Dealer - August 2019 - 13
Digital Dealer - August 2019 - The Customer Buy Center: A Better Way to Build Inventory
Digital Dealer - August 2019 - 15
Digital Dealer - August 2019 - Level Up: Drive a Better Clicks-to-Bricks Connection
Digital Dealer - August 2019 - 17
Digital Dealer - August 2019 - Interview with Titus-Will Toyota
Digital Dealer - August 2019 - 19
Digital Dealer - August 2019 - 20
Digital Dealer - August 2019 - 21
Digital Dealer - August 2019 - 22
Digital Dealer - August 2019 - 23
Digital Dealer - August 2019 - 24
Digital Dealer - August 2019 - 25
Digital Dealer - August 2019 - Inside Digital Dealer 27
Digital Dealer - August 2019 - 27
Digital Dealer - August 2019 - 28
Digital Dealer - August 2019 - 29
Digital Dealer - August 2019 - Reaching for High-Star Ratings
Digital Dealer - August 2019 - 31
Digital Dealer - August 2019 - You Keep Talking, But Are Your Customers Listening?
Digital Dealer - August 2019 - 33
Digital Dealer - August 2019 - 16 Ways to Damage Your Professional Brand & Fail at Social Selling
Digital Dealer - August 2019 - 35
Digital Dealer - August 2019 - Why Public Relations Is Essential for Your Dealership
Digital Dealer - August 2019 - 37
Digital Dealer - August 2019 - Using Facebook to Jumpstart Your Loyalty and Retention Programs
Digital Dealer - August 2019 - 39
Digital Dealer - August 2019 - ‘Medium and Message’ Magic!
Digital Dealer - August 2019 - 41
Digital Dealer - August 2019 - 3 Simple Ways to Communicate Better with Your Customers and Increase Sales
Digital Dealer - August 2019 - 43
Digital Dealer - August 2019 - 44
Digital Dealer - August 2019 - 45
Digital Dealer - August 2019 - The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - 47
Digital Dealer - August 2019 - 48
Digital Dealer - August 2019 - Cover3
Digital Dealer - August 2019 - Cover4
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