Digital Dealer - December 2019 - 1

Contents

SHOW DIRECTOR

C O VE R STORY

Matthew Ramirez
matthew.ramirez@digitaldealer.com

20 Interview with Derek DeBoer of TC Chevy
COVER PHOTO BY CORNELIUS MATTEO

EDITORIAL

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

ADVERTISING

Online Extras

14 Meet the Marketing Mastermind Speaking at Digital Dealer Orlando

Business Development Melissa Green
Melissa.green@digitaldealer.com
Business Development Greg Ree
Gree@digitaldealer.com

40 What's Ahead: NADA 2020

Business Development Kim Moore
kim.moore@digitaldealer.com
Advertising Sales
Sponsorships@digitaldealer.com

DEALER OPS &
MANAGEMENT

ART

Creative Director Linda Fisher

PRODUCTION

Production Manager Terri Hill

MARKETING

L EAD ER S H IP

Four Keys to Build a Better YOU
BY DAVE ANDERSON

Marketing Director Diane Massie
Marketing Coordinator Meagan Rice

SUCC ES S I ON PLA N N IN G

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, Finance
Dave Sunderland
Senior Vice President, Marketing Services
Joanne Wheatley
Vice President and Controller
Kate Elder
Executive Vice President, People & Culture
Angelique E. Carbo
Executive Vice President, Emerald Connect
Jessica Blue

WEB S ITE

30 It's Time to Move Beyond the
Chaotic Dealer Website Experience

Volume 26, Issue 10, Dealer magazine (ISSN 15376141) 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

U SE D C A R S

34 The Power of Used Car Marketing
BY JIM BOLDEBOOK

9 Areas That Build Value in
Your Dealership

SOC IA L ME D IA

36 9 Benefits of Doing a Year-End
Social Media Audit

BY KENDALL RAWLS
DIGI TA L I N TE GR ATION

10 From Speculating to Selling:
Overcoming Sales Challenges
with Technology
BY CHASE ABBOTT

BY KATHI KRUSE
C U STOMER EX P E R IEN C E

38 Auto Brands and Dealers Need to
Move Toward a 'Tierless' Marketing
BY TOM LAYMAC

SPEN D M A N A GE MEN T

12 For Sustainable Profit - Build a
Purchasing Department
BY DOUG AUSTIN

AD SPEND

42 A Case for an Efficient 2020
Dealership Advertising Budget
BY MELANIE BORDEN

SPEN D M A N A GE MEN T

16 Get a Jump on Making It a Great
New Year

SALES &
VARIABLE OPS

BY CHUCK BARKER
F& I

F IXED O P E R ATION S

18 Job Management Makes or Breaks
Your Bank
BY ED KOVALCHICK

SOCI A L M E D IA

43 4 Critical Components of Effective
Sales Training
BY MIKE HIRSCHFIELD
FIX E D OP E R ATION S

BY TIM COPACIA

45 Five Tips to Improve the Sales to
Service Handoff
BY SCOT EISENFELDER

28 Elevate Your Year-End Sales Event
with Immersive Instagram &
Facebook Stories

FIX E D OP E R ATION S

47 Seasons of Opportunities
BY CHARLIE POLSTON

BY BOB LANHAM
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

DECEMEBER 2019

http://www.DIGITALDEALER.COM

Digital Dealer - December 2019

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