8:00 a.m.

REGISTRATION, NETWORKING & COFFEE

9:00 a.m.

KEYNOTE | Do You Know Today's Customer?
Ian MacDonald, Vice President, 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.

How to Craft a Consumer-Focused, Used-Car Strategy

Dale Pollak, Founder, vAuto

In today's used car market, you need to have the right cars at the right prices, and a keen focus on your online merchandising to move the sales needle and maximize profitability. In this workshop, you'll learn how a market-based strategy can help you acquire the right cards and set the right prices for a local market. You'll also get real-life benchmarks to help guide the way you acquire, price and merchandise used cars that help maximize your exposure with today's online car shoppers, and in turn boost the ever-important conversions to the Vehicle Display Page and showroom traffic.


BREAKOUT SESSIONS: Please choose (1) one breakout session.

Session 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 the 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.

Session 2

IN-STORE PROCESS

2:30pm

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.

Session 3

MARKETING BEST PRACTICES

2:30pm

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.

3:30pm

 NETWORKING RECEPTION

Apple® iPad Giveaway (must be present to win)

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