8:00 a.m.     

REGISTRATION, NETWORKING & COFFEE

9:00 a.m.

KEYNOTE | Do You Know Today's Customer?  
David Pyle, Senior Vice President, Dealer Sales, AutoTrader.com

Today, the automotive industry has access to more information than ever before about how consumers shop for cars. Through ongoing proprietary research, this transparency into the consumer decision journey is creating better visibility of online advertising and shopping behavior, as well as opportunities to more efficiently and effectively influence prospective customers and improve customer satisfaction, dramatically improving how people buy and sell cars. 

10:45 a.m.   

FEATURE PRESENTATION | 6 Key Factors for Online Marketing Success

Glenn Pereira, Manager, Industry Education, AutoTrader.com

Yesterday, it was OEMs, third-party sites and your own dealership website. Today, it’s a complicated maze of blogs, social networks, review sites, SEM/SEO and more. This session breaks down the six steps dealers can take to improve their visibility in the digital marketplace.

Noon

NETWORKING LUNCH

Moderated by Eddie Cawley, Director,  Dealer Learning, AutoTrader.com 

1:00 p.m. &
2:15 p.m.

WORKSHOPS
                 
Session 1: 1:00-2:00pm & Session 2:  2:15-3:15pm

Choose two workshops:

Workshop 1

CONSUMER INSIGHTS

Demystifying KBB: Pulling Back the Curtain on Vehicle Values and the KBB Consumer

Rob Lange, Director, National Sales Training, Kelley Blue Book   

Let's pull back the curtain on this 87-year-old company that's woven into the consumer's automotive buying process. Every month, 15 million visitors use KBB to help prepare for their next vehicle purchase, and many will bring the dealer their Kelley Blue Book valuation and pricing to use as a negotiation tool. In this session, we will share how KBB derives vehicle values, including future plans to assist dealers and consumers through KBB's new valuation Strategy. Attention will also be given to why educated consumers are often misinformed consumers and need your help, providing an opportunity to increase CSI! 

Appropriate for all attendees.

Workshop 2

CONSUMER INSIGHTS

How to Deliver an Outstanding Customer Handling Experience

Randy Johnson, National Dealer Educator, AutoTrader.com

This workshop is all about how to handle today’s customer and what you can do to deliver the car-shopping and in-store experience they expect. We’ll talk about how transparency and technology have reconstructed the consumer mindset and expectations, how they’re contacting you and what you should be doing when they make contact (online & offline) to bring them into your dealership.

Appropriate for all attendees.

Workshop 3

IN-STORE PROCESS

Getting the Most Out of Trade-in Marketplace

Juan Flores, Director, Trade-In Marketplace, AutoTrader.com 
William Pearson, Dealer & Consultant

Whether you're  an existing customer or you're interested in learning about the Trade-In Marketplace (TIM) tool, learn how you can acquire high-quality units by maximizing the opportunity with car shoppers looking to trade in or otherwise dispose of their vehicles. You'll also learn how to increase trade volume by building a transparent in-store process, which can increase close rates as well as CSI scores. 

Appropriate for dealer principals, general managers, used-car managers.

Workshop 4

 MARKETING BEST PRACTICES

Evaluate Your Online Performance

Eddie Cawley, Director, Dealer Learning, AutoTrader.com

In this hands-on session, which builds on the six factors for online marketing success presented earlier in the day, you'll identify your strengths and weaknesses in your online marketing strategy. We'll also talk about ways to bolster your digital marketing strategy going forward. Worksheets, facilitated discussion and interactive activities.

3:15 p.m.

NETWORKING RECEPTION



Apple iPad® Giveaway (must be present to win)

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