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.

Workshop and speaker info will be updated as sessions are confirmed - check back regularly! 

WEDNESDAY, NOVEMBER 8

The Marketing Megladon: Fishing on Facebook

Wednesday, November 8
9:00 - 10:00 a.m.


Brian Barlow
Pineapple Crush

This rare session goes deeper than just Facebook. It swims through the different depths of Facebook and how the most powerful videos can be produced to bring the biggest and best fish to your business. We will explore the different layers and casting options and literally showing visual evidence of the power of Facebook when fishing with the right bait. This session is best described as passionate, in your face and accountability driven, you can't look away. You will see examples of the most engaging videos on the internet, how they were produced and why. It seems everyone is fishing on Facebook but only the "megladons" survive. So how and when should you be casting your bait?  What is your bait? The answers lie within this session.

During this workshop, attendees will learn:
  • How to change the mindset from traditional to modern
  • How to showcase the power of unique value proposition storytelling built to engage the consumer 
  • A rare technique utilized by very few generating almost immediate leads

Your Ugly Baby: RV Commercials Suck, But they Don't Have to

Wednesday, November 8 
2:00 - 3:00 p.m.


Brian Barlow
Pineapple Crush

Our businesses are our babies. And unfortunately most babies are....ugly. You don't have to have an ugly baby. Through the power of creative story telling, well thought out .plans in engagement and through using modern media you can have a BEAUTIFUL baby. Do not deny the power of Facebook. Gone are the days that you have to spend tens of thousands just to get a piece of the pie. Your customers are waiting for you to put yourself in front of them up to 10 times a day, right on their phones. You need to do it and then you need to be sure what you put in their hands is beautiful.

During this workshop, attendees will learn:
  • How to create a beautiful baby though creative story telling
  • How to use modern media
  • Creative ways to engage customers

Social Media for Business Growth: Pick the Right Channels, Develop Leads, and Measure Your Results

Wednesday, November 8
3:15 - 4:15 p.m.


Samantha Scott
Pushing the Envelope, Inc.

Workshop preview

Social media use by businesses is no longer optional or uncommon, however, using it as a definitive business driver is. Attendees will learn how to create content that motivates, develops and nurtures audiences (as well as their team), strategically choose the channels they engage on and how to optimize them for peak performance, and audience research and maintenance performed, and how to measure it all to attribute leads, sales and revenue accurately – and improve them.

During this workshop, attendees will learn:
  • How to identify the most effective channels for your dealership and how to optimize them
  • Specific tips for leveraging the top social media channels of today
  • How to definitively determine the ROI of your efforts on and offline, and in each department

THURSDAY, NOVEMBER 9

Predictive Marketing with Marketing Automation and Big Data

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


Scott Meyer
9 Clouds

Behavioral data enables targeted and low-cost conquest of new customers. Best of all, digital marketing makes it easy to implement. In this session, learn to track online behavior and predict who is ready to purchase. This includes building customer profiles and sending potential customers who are showing interest online, even if they haven't filled out a form. Then, take the important step of putting the information into action with marketing automation. You will learn how to follow-up with leads based on their online behavior and which sales techniques work best for tracked leads. Your store can use digital data to predict who is ready to buy. Spend your time quickly con-questing those buyers.

During this workshop, attendees will learn:
  • Learn what marketing automation is and how to use it to grow sales
  • Track who is viewing your website and what they are looking at so you know how to market to them
  • Contact customers based on their interests for increased sales conversion

Marketing for Millennials: The Game Has Changed and So Should Your Methods

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


Samantha Scott
Pushing the Envelope, Inc.

Workshop preview

Who better to discuss millennial marketing best practices than a marketing leader who also happens to be a millennial? Samantha Scott, APR will take attendees on a trip inside the mind of the largest generation, help them understand what drives this unique audience, and how to best communicate with and persuade them.

During this workshop, attendees will learn:
  • What makes millennials tick and what distinguishes them from other generations
  • How to best reach and communicate with them
  • How to motivate them

What's New in Digital and Why Should My Dealership Care?

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


Rich DeLancey
Level 5 Advertising

Workshop preview

Digital has changed more in the last 12 months than it did in the four years before that. If you are having trouble keeping up, you are not alone. Even the biggest “digital geeks” are having trouble staying on top of all of the new technology. This seminar will bring you up to speed on the the latest changes and how they impact your dealership. While SEM, SEO, RLSA, and more will be discussed, there is no IT degree required for this presentation. This is a plain spoken, easy to understand explanation of what new technologies you can use to sell more RVs, accessories and service repair orders.

During this workshop, attendees will learn:
  • New digital mediums that exist for dealers
  • How to use the mediums to drive more leads
  • How to prioritize the new mediums in order of importance

Do You Know Your Unique Value Proposition? How to Stand Out In A Crowded Market 

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


Samantha Scott
Pushing the Envelope, Inc.

Workshop preview

Many dealerships sell what you sell. What makes you different? In this workshop, attendees will learn how to identify what sets them apart from their competition (beyond product lines), from culture and customer service to market and promotions. Then, they’ll learn key tips for integrating and communicating their unique value proposition into every team and customer interaction to make their dealership stand out.

During this workshop, attendees will learn:
  • What a unique value proposition (UVP) or competitive advantage really is
  • How to determine your dealership’s UVP
  • How to apply your UVP to stand out among your competitors and in the minds of consumers

Advanced Facebook Marketing

Thursday, November 9
4:30 - 5:30 p.m.


Scott Meyer
9 Clouds

The average American spends 50+ minutes a day on Facebook. Move beyond boosted posts and promoted pages in this session to learn the advanced techniques that grow your leads and sales using Facebook ads. The reach and surgical targeting of Facebook continues to improve. Attend Advanced Facebook Marketing to learn what is next and what actually works for RV dealers on the world's largest social network.

During this workshop, attendees will learn:
  • How to use advanced targeting including behavioral data and credit score indicators
  • How to connect Facebook Lead Ads with your CRM to follow-up in a targeted way and see conversion for specific customers
  • How to create dynamic inventory ads on Facebook, so ads change with price and detail updates to your inventory

FRIDAY, NOVEMBER 10

Compliance: 2018 Compliance Outlook

Friday, November 10 
8:00 - 9:00 a.m.


Randy Henrick
Mosaic Compliance Services, LLC

The FTC, CFPB, and State Attorneys General have increased enforcement actions, assessed large penalties for aftermarket product selling practices, and increased their investigations of aftermarket selling in supervisory and compliance examinations. This workshop will cover many of the current and most pertinent details regarding these issues. The lack of dealer due diligence in vetting third party product providers has been a recurring theme as has been the ability to justify price in relation to a product's value to the consumer. Friday's compliance session will include ways to protect your dealership and stay current.

During this workshop, attendees will learn:
  • What federal and state regulators are focusing on for enforcement actions
  • Key legal areas of attack and how to select and sell aftermarket products
  • How to build a policy and implement best practices to position your dealership:

Compliance: CFPB-Proof Your Dealership

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


James Ganther, Esq.
Mosaic Compliance Services, LLC

Workshop preview

The Consumer Financial Protection Bureau expects RV dealers to have both a Fair Credit Policy and Program and a Compliance Management System in place. While accurate data are unavailable, anecdotal evidence suggests that many RV dealers do not meet either one of these mandates. Rather than a lack of good will, a lack of understanding is probably behind this deficiency. This workshop is intended to fill that gap. We will use the NADA Fair Credit Policy & Program as an example of one approach to the fair credit issue, but also discuss slightly different approaches that may more closely fit the unique circumstances of RV dealers.With respect to Compliance Management Systems, this workshop will identify the four specific elements the CFPB expects, as well as how to practically implement them without undue financial or procedural hardship.

Attendees will be provided a checklist that itemizes the requirements covered in the workshop. This can be taken home and immediately serve as a practical measure of how the dealership is doing in those two areas, and exactly what still needs to be done.

During this workshop, attendees will learn:
  • What the CFPB expects your dealership to do with respect to compliance
  • How your dealership can accomplish compliance effectively and efficiently
  • The consequences if your dealership doesn't take action