Online Classifieds - Howard Polirer

• Learn how to market and sell more cars online
• With increased competition learn how to persuade them to buy from you
• Website best practices: Learn how to move shoppers from your virtual showroom to your real showroom
• D.I.S.C. = ”Does it sell cars?”
• Multiple photos, strong selling comments: What you tell them is what you sell them

Email Marketing - John Miller

• How email marketing can replace direct mail and save you money
• Why your dealership needs to use email marketing and how to do it
• How to get your employees to collect emails
• Other ways to build your email database
• Pitfalls to watch for in email marketing

John Miller is the founder and general manager of @utoRevenue, the industry’s leading permission-based marketing company.  After just five years in business, @utoRevenue is doing business with over 500 dealerships nationally producing hundreds of millions in additional revenue for its clients.  Prior to starting  @utoRevenue, Miller was an owner of KeyTrak the industry’s leading Key Control System. KeyTrak was sold in 1999 to UCS. Before investing on KeyTrak, Miller was the founder of Ultimate Prospecting Services “UPS” the industry’s first Unsold Prospect Follow Up Company established in 1987.  In 1995 “UPS” was sold to the Reynolds and Reynolds Company.

Search Engine Marketing - Matt Muilenburg

• How search engine marketing works
• Learn to use search engine marketing to increase traffic to your Website
• Choosing a SEM provider – what to look for
• Google Adwords – choosing the right words to buy
• How competing dealers are using SEM against you

Matt Muilenburg is the director of Search Strategy and Services for the Cobalt Group, where for the past eight years he has worked closely with dealers and OEMs to identify new ways to improve automotive retailing and marketing effectiveness. Matt has a passion for transforming inefficient advertising spend into measurable, powerful return on investment. A thought leader on the Internet and the automotive space, Matt is also a recognized expert in Search Engine Marketing. He has presented at many industry events, including the J.D. Power Roundtable, many state dealer association conventions, and dealer 20 group sessions. Matt attended the University of Washington for both undergraduate and law school.

Television - Tom Letizia

• Learn how to develop a TV buy
• How to develop a message that works
• Learn successful production techniques that will get people to remember your commercial
• How to negotiate with media
• How to get the most for your production dollar
• What separates the successful dealership that uses TV from the store that misses the boat

Tom Letizia is a veteran ad-man who has been handling dealer advertising since 1971. He started his own advertising agency in 1974 and now represents some of the biggest dealers in the country. His firm Letizia Ad Team handles 25 dealers in seven states.

Marketing Research - Jeff Harris

• Know your customers and your market
• Learn how marketing research will identify your customers’ local media preferences, demographics & shopping habits by make, model, new or used
• Know which radio stations, cable tv networks, local tv news channels, newspapers and Websites reach your customers
• Know where to target your advertising by make, model, new or used
• Know how to track your advertising “hits” and “misses,” and measure ROI
• Know how to advertise more effectively and less expensively

Lot Decoration - Denise Scattergood

• Change attitude by changing the atmosphere
• Learn why lot decoration is so important to your marketing plan
• What happens when customers responding to sales events find no event décor?
• Creating a buying atmosphere at your dealership

Denise Mae Scattergood is national operations manager of Sale in a Box, North America's premier supplier of Sales Event Materials to the automotive industry.

Loan Acceleration - Jason Typrin

• Learn how loan acceleration works
• Allow consumers to convert the timing of their car payments from monthly to biweekly.
• Pays off their loans several months sooner
• Builds equity faster
• Can match timing of payments to paychecks
• Dealers can reduce trade-in cycles
• Minimize negative equity situations
• Sell more cars
• Up-sell service contracts, gap policies, and other finance products

Direct Mail - Craig Colender

• Learn the true costs of direct mail – printing, lists, mail house, graphic design
• Planning and budgeting direct mail
• Learn the do’s and don’ts of customer database marketing
• How to choose a direct mail provider
• How to design direct mail creative that works

Craig Colender is from the Philadelphia area and spent 15 years there in the retail car business.  He was fortunate to work for some of the most respected and progressive dealers in the country. That experience has proved to be invaluable in his current position as vice president of sales and marketing for ProResponse Inc and InTouch Marketing where he has helped improve clients sales results since 1999.  Craig not only has a deep understanding of targeted, one on one marketing but he also understands the day to day challenges involved with implementing this strategy in a dealership.  His easy to use, step-by-step approach will give you the tools needed to capitalize on the many direct marketing opportunities In your dealership.

Customer Relationship Management (CRM) - Ron Fortt

• How to create a powerful and effective CRM strategy
• Learn to motivate your staff to participate in CRM
• Book more appointments with previous and new customers
• Make your business development center work
• Calculate the value of an effective CRM schedule

Ron Fortt now serves as Vice President of Business Development at CallCommand, a leading provider of web-based solutions that increase customer retention, loyalty and automobile dealer profitability. He is also a founding partner. Since taking on the role of Vice President of Business Development, Fortt has used his network of national contacts and many years of sales and training expertise to help CallCommand capture an even larger share of the automotive retail market. CallCommand, which was originally founded in Cincinnati in 2002 by 3 partners, has enjoyed tremendous expansion; it has grown to over 90 staff with satellite offices in Costa Mesa, California and Hyderabad, India. CallCommand’s subscription based application currently hosts more than 8000 users, for over 1000 clients in 7 different industries.