Digital Dealer - September 2019 - 1

Contents

SHOW DIRECTOR
Matthew Ramirez
matthew.ramirez@digitaldealer.com

BY MATTHEW RAMIREZ

EDITORIAL

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

C O V E R STORY

24 Interview with Danny Zaslavsky of Country Hill Motors
COVER PHOTO BY STEVE PUPPE

ADVERTISING

Sales Executive Greg Ree
Gree@digitaldealer.com

SP E C IA L FEATU R ES

Sales Consultant Greg Noonan
Greg.Noonan@digitaldealer.com

30 DD27 Recap
BY SEAN RAINES

Sales Consultant Paige Donnelly
Paige.Donnelly@digitaldealer.com
Advertising Sales
Sponsorships@digitaldealer.com

DEALER OPS
& MANAGEMENT

ART

Creative Director Linda Fisher

PRODUCTION

A Message from the Show Director

Production Manager Terri Hill

L EAD ER S H IP

MARKETING

Marketing Director Diane Massie
Marketing Coordinator Meagan Rice
Marketing Coordinator Farah Bacchus

CONFERENCE

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

Rally Around Common Ground
BY DAVE ANDERSON

L EAD E R S H IP

Want to Build a Dealership Where
People Want to Work?
BY CHUCK BARKER

10 Leading With Purpose

A publication of Emerald Expositions

BY MELANIE BORDEN
D ATA & A N A LYTIC S

39 Marketing to Your "Personas"
and Not Your Target Audience
BY BRENT WEES
SOC IA L ME D IA

BY BRAD HIGHLAND

BY LOYD RAWLS
BUY/ S E LL

SALES &
VARIABLE OPS

12 Auto Retail Comes Roaring
Back in 2019

FIXE D OP S

BY RYAN KERRIGAN
F IXED O P S H /R , C U LTU R E

18 Off the Sidelines & in the Game
BY BRIAN BASTIN

43 Keeping Techs AND Consumers
Happy, While Remaining Profitable
BY CHARLIE POLSTON
FIX E D OP S

SPEN D M A N A GE MEN T

45 Forecasting Fixed Ops Performance
- It's the Little Things

20 Is Improved Profitability
Really a Priority?

BY ED KOVALCHICK

BY DOUG AUSTIN

LEA D E R S H IP

47 Profiles of Success

MARKETING
& ADVERTISING

BY SEAN V. BRADLEY, CSP
C ON S U MER IN S IGH T

34 12 Content Tactics to Strengthen
Your Digital Reputation

Volume 26, Issue 9, 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.

38 Digital Retailing: Part 1:
What is Digital Retailing?

41 Mastering Facebook's New Ad
Relevance Diagnostics

L EAD E R S H IP

SOCI A L M E D IA

D IGITA L R ETA ILIN G

48 Are You Reaching the Older
Consumer?
BY JIM BOLDEBOOK

BY KATHI KRUSE

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.

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

SEPTEMBER 2019

http://www.DIGITALDEALER.COM

Digital Dealer - September 2019

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