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

Howard Polirer, Director, 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 | All workshops are offered in two time slots.                 
Session 1: 1:00-2:00pm & Session 2:  2:15-3:15pm

Choose one workshop from each time slot:

Workshop 1

CONSUMER INSIGHTS

How to Create Win-Win Pricing Strategies for You and Today's Consumer

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

KBB.com's 14 million unique monthly visitors provide valuable insights around online pricing and valuation resources as well as how consumers use them to prepare for a purchase. A key to increasing sales is understanding shoppers' perceptions, and being able to align your pricing strategies and consumer interactions to meet their expectations. In this session we will translate feedback from our valuation evolution research into actionable items you can immediately put to work, allowing you to overcome customer pricing/value concerns, build trust through establishing a consultative relationship and ultimately shorten their timeframe to purchase from you! 

Appropriate for all attendees.

Workshop 2

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 3

IN-STORE PROCESS

How to Keep Your Website from Being a Profit Leak

Dan Moore, National Sales Manager, VinSolutions 

Learn best practices to enhance the consumer experience on your website. The session will highlight website and marketing functions like calls to action, site navigation, chat, SEO, SEM and plug-ins. Among the takeaways will be a website audit checklist for inspecting your dealership website.

Appropriate for dealer principals and general 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.

Appropriate for all attendees.

3:15 p.m.

NETWORKING RECEPTION
 


Apple iPad® Giveaway (must be present to win)

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