2016 Social Media/eMarketing Workshops and Presenters

NOTE:  Speakers and workshops subject to change.  RVDA will not be selling audio recordings of education sessions following the event due to a last minute cancellation by the vendor that provided this service in the past.

Social Media & eMarketing Track



 New! 

Michael Carr

BrandFace®

Rich DeLancey

Level 5 Advertising

 New! 

Tonya Eberhart

BrandFace®

Bob Harkins

American Guardian Group of Companies

               

Roger Vergara

RH Power & Associates

Sheril Vergara

RH Power & Associates


 New! 

Claire Wheeler

Wheeler Advertising 

   

Social Media & eMarketing Education Workshops

Presenters in this track will help dealership leaders to understand the potential, limitations, and best practices in social media and emarketing from leading professionals in the field. Attendees are eligible to earn continuing education units (CEUs) for their participation in applicable Vendor Training +Plus sessions and the RV Learning Center's educational workshops.

WEDNESDAY, NOVEMBER 9

Personal Branding and Social Media*

Wednesday, November 9
9:00 a.m. - 10:00 a.m.


Tonya Eberhart and Michael Carr
BrandFace®

If you're the face of your brand (or considering it), you may be wondering how to handle social media communication and engagement. Where is the dividing line between your personal and company social media accounts?  When should you post as 'yourself' or on behalf of the company?  How much personal promotion is 'too much'? And, how should your social media platforms be customized to suit each purpose? We'll discuss these things and more, including how to respond to customer comments and complaints as the face of your company. We even share our own hate mail (yes, we all get it from time to time).

After attending this program, you will be able to:
  • Distinguish personal pages vs. company pages
  • Understand brand customization of social media platforms
  • Utilize content and engagement recommendations for social media platforms.
*Sponsored by 

Website Analytics for Dealers

Wednesday, November 9
2:00 p.m. - 3:00 p.m.


Budd Blackburn
Level 5 Advertising

This session will cover the ins and outs of website design, metrics and analytics. We will take a dive into where your website visitors coming from, what are they doing and next steps to take to capture leads so that web visitors become customers for life. Learn how to promote products your website so that you can engage with customers before they shop your competitors. No IT degree required. Learn what questions you should be asking your internet managers and vendors in a way that is easy to understand and remember.

After attending this program, you will be able to:
  • Review common website design practices that keep visitors engaged and shopping on your website longer
  • Evaluate your current website performance to eliminate what is not working and what is so that you can increase website performance
  • Implement best website practices to capture leads and allow visitors to shop often and longer.

Six Core Elements You Need to Become the Face of Your Business and a Star In Your Market*

Wednesday, November 9
3:15 p.m. - 4:15 p.m.


Tonya Eberhart and Michael Carr
BrandFace®

Ideal for dealership owners who are - or wish to become-the face of their business.  In every market, there is generally ONE company that stands above the rest in each industry.  Often, those companies are #1 because they have a personal connection with their customers.  Learn how personal branding impacts business growth & the main principles behind an iron clad brand and position that takes the #1 spot in the market.

Key Points To Be Covered Within the 6 Core Elements Include:
  • Brand positioning examples
  • Brand imaging examples
  • Content marketing examples
  • Website branding examples
  • Collateral material branding examples
  • Social media and email marketing branding examples

After attending this program, you will be able to:
  • Understand what it really takes to be the recognizable face of your brand
  • Employ the main principles behind creating an unforgettable position in your market
  • How to extend your personal brand to all your marketing platforms.
*Sponsored by    

THURSDAY, NOVEMBER 10

Balanced Marketing - The Importance of Digital and Traditional Marketing Working Together to Maximize Results and Response

Thursday, November 10
9:00 a.m. - 10:00 a.m.


Roger Vergara
RH Power & Associates, Inc.

Advertising in the RV industry is now more complex and confusing than ever. The digital marketing age has descended upon us in force with an abundance of highly targeted and personalized messages serving up consumers constantly from all angles and corners. Yet careful attention must be paid to not abandon traditional advertising as these sources are still prevalent today plus continue to have great power and ability to influence and generate response. In this session, attendees will be able to identify which digital and traditional medias are hot and which are not. So, which to use? This seminar will cover the ever changing dynamics of dealer advertising and how to implement a balanced program of marketing for superior results.

After attending this program, you will be able to:
  • Describe the preferred relationship between online and offline marketing sources
  • Explain why your creative message is so critical to the success of your campaign
  • Establish a total marketing budget and still retain profitability.

Make Facebook One of Your Leading Website Traffic Builders 

Thursday, November 10
10:15 a.m. - 11:15 a.m.


Claire Wheeler
Wheeler Advertising, Inc.

Get an edge over your competition in the fight for quality, cost efficient RV website traffic. Learn how your dealership can use exciting new Facebook ad techniques to reach RV intenders, build dealership awareness and drive website traffic for mere pennies. 

After attending this program, you will be able to:
  • Draw more traffic to your website for less
  • Implement cutting edge technique using Facebook Ads
  • Increase your dealership's "web footprint" to bring in more customers.

Digital Marketing for Dealers

Thursday, November 10
2:00 p.m. - 3:00 p.m.


Rich DeLancey
Level 5 Advertising

This presentation will provide some easy best practices that will help you evaluate your dealership’s digital strategy from the perspective of a Google AdWords™ Premier SMB Partner. Find out what you need to know, what you need to ask and what you need to manage. No IT degree required. Learn what questions you should be asking your internet managers and vendors in a way that is easy to understand and remember.

After attending this program, you will be able to:
  • Identify missing opportunities in your dealership and learn how to measure results
  • Evaluate your current digital marketing strategy and ask your vendors the right questions
  • Implement the best digital marketing strategy practices at your dealership to sell more new, pre-owned units and increase your service business.

You've Gone Digital...Now What?

Thursday, November 10
3:15 p.m. - 4:15 p.m.


Sheril Vergara
RH Power & Associates, Inc.

Need to get your hands around your dealership’s digital marketing strategy? Sheril combines her RV dealership management background with her advertising and marketing expertise to provide proven techniques to maximize all technological opportunities to increase engagement for selling opportunities. In this workshop, she will offer:

•    Proven strategies to implement an effective prospect-to-lead engagement process
•    Steps for developing a successful internet selling system targeted to connected consumers
•    Proven techniques to maximize all technological opportunities to increase engagement for selling opportunities
•    How to incorporate digital selling techniques with existing retail sales techniques. How to foster a successful and well managed digital selling environment
•    How to take incoming digital leads through the proven steps to culminate the sale successfully. How to measure your ROI…it’s called traffic!

After attending this program, you will be able to:
  • Implement and develop a successful internet selling system targeted to connected consumers
  • Maximize all technological opportunities to increase engagement for selling opportunities
  • Operate a successful and well managed digital selling environment that will culminate more sales.

Making Sense and Cents Out of Your Digital Data

Thursday, November 10
4:30 p.m. - 5:30 p.m.


Rich DeLancey
Level 5 Advertising

So you have a 24% bounce rate, a 44% impression share and a 11% conversion rate. What do you do with that other than let it clog up your desktop? This fast paced, plain-spoken workshop will help you determine how to turn your digital data into profitable opportunities for your dealership. No IT degree required. Learn your next steps to achieving digital results.

After attending this program, you will be able to:
  • Decide which data in your Google Analytics is important and worth monitoring
  • Ask the right questions to your SEM providers to ensure their campaigns are profitable
  • Measure social media in a way that drives results.

FRIDAY, NOVEMBER 11

Compliance and Ethics: F&I and the Law

Friday, November 11
8:00 a.m. - 9:00 a.m.


Bob Harkins
American Guardian Group of Companies

Law, selling with integrity and the need for every dealership to develop a CMS or compliance management system. Are you compliant? During the workshop, participants will learn a 10-step check list for creating a compliance process and compliance management system. Attendees will learn that developing compliance and F&I best practices will increase revenue while also maintaining good customer relations and sound business practices.

After attending this program, you will be able to:
  • Identify the Seven Deadly Sins of F & I
  • Describe the importance of compliance with the Truth in Lending Act when disclosing
  • Develop a dealership compliance culture at your dealership.

Compliance: The Current Legal Landscape and How it Applies to You

Friday, November 11
9:15 a.m. - 10:15 a.m.


Harvey Fisher
Ally

Keeping up with current trends in the compliance arena is quite a challenge. As the rules of the road change, it is necessary to actively manage risk for your dealership from advertising to customer delivery and beyond. We will be discussing the content in the general flow of how a customer would interact with you to purchase an RV. For example, we will talk about advertising, then sales, then F&I, etc.

After attending this program, you will be able to:
  • Understand the components of deception in UDAP and how they relate to dealership advertising
  • Recognize how ECOA and GLB impact your business
  • Analyze dealership processes to determine if they comply with UDAP, ECOA and GLB
  • Identify topics that are high on the compliance radar this very moment.