Social Media/eMarketing Track

Education Workshops

Presenters in this track will help dealership leaders and staff to understand the potential, limitations, and best practices in social media, eMarketing and BDC from leading professionals in the field. Workshops and speakers subject to change.

WEDNESDAY, NOVEMBER 13

The Reason Why Your Google Reviews Are Making or Breaking Your Dealership

Wednesday, November 13
9:00 - 10:00 a.m.

Graham Anderson, Kenect

When customers look at a company with low reviews, they will almost immediately turn tail and run. Unfortunately, a lot of dealers don't put a high priority on making sure they have dozens or hundreds of 5-star reviews. As word-of-mouth marketing shifts towards an online review-based economy, online reviews have become increasingly more important. Online reviews have been shown to impact 67.7% of purchasing decisions, and this number only stands to grow as technology becomes more credible and as consumers become more vocal. For business owners, the time to start leveraging these reviews to impact your business is now. According to Harvard, a 1-star increase in your rating can mean a 5-9% increase in revenue. If you own a business, this stat should light a fire to start doing more with your reviews. So, the question becomes not whether you should use customer reviews but how to use these reviews to the biggest advantage. It all comes down to understanding how customers engage with these reviews when making large purchase decisions. This WILL make or break your dealership in the years to come. Is your dealership going to hop on the train, or be left behind in the dust?

During this workshop, attendees will learn:

How negative reviews and low volume of reviews impact business
The best practices for generating 5-star reviews in the 21st Century
How your dealership will benefit from high online ratings

Brand Yourself: 4 Secrets of Brilliant Branding

Wednesday, November 13

2:00 - 3:00 p.m.

Gabrielle and Brian Bosché, The Millennial Solution

Branding is key to capturing customers, growing market share and engaging your workforce. But how do you win the branding war without spending a fortune? No need to hire a spendy New York agency. This session will reveal the 4 scalable secrets to effective branding.

During this workshop, attendees will learn:

Essential roles that storytelling plays in your branding - and how to do it effectively
The psychology of branding - and why we need to understand who you are and why you work before trusting you
Real case studies of companies like yours that have reinvented themselves using these 4 scalable secrets

Facebook M.D.: Prescribing Messages for Your Customers through Facebook & Instagram

Wednesday, November 13
3:15 - 4:15 p.m.

Lindsay Shearon, Dealer OMG

The average American scrolls over 300 feet per day on their mobile device. Done well, social media is one of the most engaging, targeted ways to advertise with the most trackable results. But, if you aren't putting your ads in front of the right person, with the right message, at the right point in their path to purchase, your efforts will be in vain. Throughout this workshop, dealers will gain an understanding of how to identify their customer base among the millions of social media users through a combination of third-party data warehouses, Facebook users' behaviors and interests, and their own CRM. We will also delve into the various types of creative offered by Facebook and Instagram, from story advertisements to dynamic collection ads to lead ads, and which types of campaigns each are most appropriately utilized. Leave the RV Dealers Convention/Expo with the confidence that your social media investment is working for you, not against you.

During this workshop, attendees will learn:

Tactics to target in-market shoppers using data from Oracle, Facebook, and your CRM
To properly segment their website re-targeting audiences and inventory to ensure that customers are served based on their actions they took on your website
Engagement building skills to become creative utilizing tools available to everyone (no graphic design degrees required!)

THURSDAY, NOVEMBER 14

Voice and Video...Learn the Secrets

Thursday, November 14
9:00 - 10:00 a.m.

Ron Wheeler, Wheeler Advertising

By 2020 30% of all web sessions will be screen less. The time to prepare your dealership for the changes coming to your customers shopping behavior is now. Commerce sales for voice search alone will go from $1.8 billion in 2017 to $40 billion in 2022. Video has taken over the majority of consumer content consumption. YouTube, Facebook, Instagram and all the others are driving more video engagement than ever before. Your dealership must prepare itself quickly for the power of voice search and the continued growth of video marketing. Learn the secrets every RV dealer needs to understand to stay relevant in this every changing and dynamic market place.

During this workshop, attendees will learn:

How to create a fully integrated video marketing program
Strategic ways to use voice search to attract RV shoppers
Conversion metrics that help track results

What Is Your Lead Handling Process Costing You?

Thursday, November 14
10:15 - 11:15 a.m.

Meaghan Cooper, Dealership Toolkit

During this workshop, Meaghan will demonstrate how a lead should be handled from the initial stages to the final stages of the customer’s buying cycle. We will discuss not only internet leads but also leads that are generated in any format. For example, floor traffic and referrals. Every lead, regardless of source or type, needs an appropriate follow up process. This process needs to be dynamic. There needs to multiple different mediums that are used to connect with customers but knowing when to use each medium and how long to follow a customer for is hard and takes a lot of trial and error. Meaghan will share the processes that we have had great success with, so attendees can use our trial and error that we went through to perfect our processes and catapult them into the next level of lead management. Once we have discussed follow up chains, dealers will step into the topic of word tracks. A dealer can have the best processes but if your people say the wrong things it’s irrelevant. You need to marry the two to have great success. Meaghan will share her scripting and what we say to maintain our excellent conversion rates. The final thing that attendees will discuss is how to create call and email campaigns to the dealers existing clientele. What creative is effective, who to target, and of course what to say when you get the customer on the phone. All dealers will benefit from learning how to follow up with their traffic more effectively.

During this workshop, attendees will learn:

How to engage with their traffic and existing database more efficiently
Key steps to increase sales with ZERO additional marketing expense
Email and call strategies to better target customers

How Are Dealerships Communicating in 2020?

Thursday, November 14
2:00 - 3:00 p.m.

Graham Anderson, Kenect

It's the 21st Century. Americans spend nearly 70% of their media time on their cell phones and sometimes can't seem to pull their faces away from them long enough to eat! Methods of communication have evolved vastly in the past 15 years alone. Gone are the days when a voicemail is responded to or even listened to. As of 2018, the average response rate to a voicemail was 4.8%. Email open rates have dipped below 20%. If no one is answering the phone or getting on email as much, then how are businesses communicating with their customers?

The answer is they use what customers already own to their advantage. Today's consumers are "consumed" by their smartphones so why aren't more dealerships capitalizing on this prime communication tool? Social media platforms on almost every level have a communication tool built into the software. Instagram, Facebook Messenger and Snapchat just to name a few. Texting! Probably the forerunner in communication right now, it's easy, it's fast, it's preferred. 89% of consumers prefer to text their business through these means over a phone call. 98% of messages are opened and 95% are read within the first 3 minutes after being received. The fact of the matter is that dealerships could be reaching so many more customers and making life easier on their employees and customers if they utilized these simple communication tools.

During this workshop, attendees will learn:

How to effectively reach their customers on the most current communication tools
Key ways to capture more inbound leads for sales through these communication tools
Higher/faster response from customers as well as increased customer satisfaction

Mining the Gold out of Retail Registration Data

Thursday, November 14
3:15 - 4:15 p.m.

Rich DeLancey, Dealership Toolkit/Level 5 and Scott Stropkai, Statistical Surveys

While we like to think we could sell everyone a camper that is not just the case. In every dealer’s marketplace there are fertile RV loving zip codes along deserts of RV apathy. The trick is to learn which zips are which. This fast pace presentation will help you find the gold in your market using the power of retail RV registration data. Your Business Development Center ("BDC"), will benefit from knowing where to dig in and where to let it go.

During this workshop, attendees will learn:

The latest digital marketing trends
How to use retail sales data to enhance your marketing
Techniques for powering up your BDCs with retail data knowledge

Winning The Customer Experience In The Digital Age

Thursday, November 14
4:30 - 5:30 p.m.

Gabrielle and Brian Bosché, The Millennial Solution

It's more than just having a social media presence. Creating an effective, scalable and fun customer experience is essential to surviving. In this session, you will discover why the sequence is essential to inspiring customers to keep coming back and learn what mistakes you may be making (you'd be surprised!).

During this workshop, attendees will learn:

Real-world strategies to turning customers into raving fans
Why the customer experience starts on the phone - but not how you think
Five mistakes dealers are making trying to get more customers

FRIDAY, NOVEMBER 15

Compliance Update: Aggressive Regulators, New Risks and Harsh Penalties for Dealer Conduct

Friday, November 15
8:00 - 9:00 a.m.

Randy Henrick, Randy Henrick & Associates

In this 2019 compliance update, we will discuss: i) recent enforcement actions by the CFPB and FTC in new fields of dealer activity and the CFPB’s citing aftermarket products as a leading item of service member complaints; ii) FTC and state Attorney General UDAP enforcement activity in other key areas including spot deliveries; safety recalls; privacy and safeguards; collection practices and repossessions; and advertising. For advertising, we will review the legal requirements that regulators most frequently look for as well as enforcement actions to show things that regulators have cited in assessing whether an advertisement is unfair or deceptive; iii) increases in penalty amounts for UDAPs and other violations and examples of large penalties imposed on dealers. This presentation will review recent cases, pronouncements, and enforcement actions on both the federal and state levels to assist RV dealers in identifying conduct that may be out of compliance and particularly susceptible to regulatory enforcement or litigation. State Attorneys General are empowered to enforce federal as well as state consumer protection laws against auto dealers and have been active in doing so. We will show who has been most active and discuss plaintiff attorney priorities in trolling for clients as well.

During this workshop, attendees will learn:

Best practices to comply with the new areas of focus on “regulation by enforcement"
How penalties for compliance violations have increased substantially
"Best Practices" changes to sales and F&I and how to document and protect your dealership if claims are made

Cannabis Compliance and Everything In Between: Hot Topics in HR Compliance

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

Kelly Pinkerton, KPA

With the many regulatory changes that are constantly evolving, we will discuss how RV dealers can get compliant with policies such as employee drug use (cannabis in the work place), employee handbooks, to name a couple. Kelly will discuss the importance of not only getting your organization compliant, but how does your organization stay compliant. Helpful tools and best practices. Are employers ensuring that they're capturing signature acknowledgements from their employees on policies in the work place? Is HR related training being administered- if so, are they sure it's compliant? Dominating headlines this year was the threat of opioid addiction in the workplace. Addressing and managing drug use and drug testing will remain one of the most challenging issues for employers who are tasked with making sure their workforce is efficient and operating safely and productively going into 2020. We will also discuss preparing for workplace violence. Workplace safety is a hot topic that should be at the top of all employer's minds.