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.

Workshops and speakers subject to change. 

WEDNESDAY, NOVEMBER 7

Make the Switch to Dynamic Ads: Get Higher Click Through Rates, Better Ad Position, Lower Cost and More Buyers

Wednesday, November 7
9:00 - 10:00 a.m.


Ron Wheeler
, Wheeler Advertising

Get higher click through rates, better ad position, lower cost and more buyers make no mistake, dynamic ads are the winning ticket. Learn the secrets of dynamic ads and how they drive more buyers to your dealership. Dynamic ads will make sure you win the battle of consideration as prospects shop the internet for their next RV. During this workshop, you’ll see all the new ways dynamic ads can be used by your dealership to gain important market share. You will discover how dynamic ads can be used in your PPC searches for new and used inventory, re-marketing, Facebook, targeted display, video and more. If you like cutting edge that delivers significant results, this seminar is for you.

During this workshop, attendees will learn:
  • How dynamic ads improve your internet marketing immediately delivering better traffic and more buyers
  • How dealerships are using dynamic ads for Facebook, search engines and re-marketing to better connect with prospects
  • An understanding of how dynamic ads will lower your cost and improve your ROI

Paying for SEO: The Good, the Bad, the Ugly

Wednesday, November 7
2:00 - 3:00 p.m.


Rich DeLancey, Level 5 Advertising

Over 75% of all RV dealers pay for SEO on a monthly basis. But most dealers would be the first to tell you they have no idea what they are paying for. SEO has evolved dramatically in the last four years, and if your dealership is basing its organic existence on Meta Tags, Blog Posts and 3rd Party Reviews you're wasting a lot of hard earned money. This seminar will break down common myths of SEO, give the dealers tools to judge their website's organic program, and easy to follow and understand best SEO practices. No IT degree required. Simple, focused and easy to understand overview of the SEO. Write the next check for SEO knowing you are making a strong digital investment in your business.

During this workshop, attendees will learn:
  • Myths of SEO
  • How to use free Google tools to evaluate your dealership's SEO program
  • How to monitor and measure results so you know you are getting your money's worth

Do You Know What’s on Your Website? Best Practices, Case Studies and Video-Virtual Strategies

Wednesday, November 7
2:00 - 3:00 p.m.


Wayne Brubaker
, RVAdPros

This workshop is devoted to outlining the best practices used by the top RV dealership website providers. Two years have gone into this study to determine what dealers need to do to be successful with their websites. So many dealers spend extraordinary amounts of marketing dollars to build a site and then assume they’re done. In this session, dealers will review multiple sites, learn where customers are spending their time and what essential information needs to be presented. But more importantly, what needs to be removed or updated. Every dealer knows that video is becoming critical to have on their website, but most fail to implement a video strategy. Wayne will demonstrate three of these strategies. Dealer created, factory provided and third party creators will be presented, with success and costs provided. Wayne will report on the amount of time RV customers actually spend on media assets including text, photos, video and virtual tours.

During this workshop, attendees will learn:
  • Which items dealers need on their website and more importantly what to remove
  • Pros and cons of three different media asset strategies
  • RV consumer behaviors from evaluating their time spent on dealer websites

Storytime: Reaching Millennials with Content 

Wednesday, November 7
3:15 - 4:15 p.m.


Samantha Scott, Pushing the Envelope, Inc.

Millennials now have the greatest buying power of any generation alive. Still wondering how you can reach them? Start with a story. Content is one of the most powerful ways to reach the millennial generation and it should be a key element in your marketing mix. From details on your company culture to how-to guides to value-added content, they are hungry for what you have to offer. In this intermedia session, we'll review what content marketing really is (no, it's not just blogging) and reveal just how easy it is to incorporate it in your existing efforts to amplify your millennial exposure and customer base.

During this workshop, attendees will learn:
  • What content marketing really is
  • How easy it is to create content that resonates with millennials (and others)
  • How to effectively use that killer content to grow your audience and develop leads (i.e. sales)

THURSDAY, NOVEMBER 8

Click Currency: Guide to Remarketing

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


Samantha Scott, Pushing the Envelope, Inc.

Have you ever searched for a product on Google or Bing only see ads pop up afterward promoting the same product or brand? That's remarketing. Remarketing allows you to follow-up with potential customers, warm leads, who may have visited your website but not taken the action you want (purchased, registered, etc.). By effectively using remarketing you're able to close more deals, catch people while they're in the buying process, and track customers - all while reducing ad costs! In this advanced session we'll review Google remarketing and Facebook remarketing and how you can use it to generate more leads and sales.

During this workshop, attendees will learn:
  • The difference between remarketing and retargeting
  • How to leverage data to improve both PPC and FB ad campaigns
  • How to turn lost customers into new customers

SPECIAL SESSION: Content Marketing: How to Sell RVs Online Without Selling RVs

Thursday, November 8
10:15 - 11:15 a.m.


Scott Meyer, 9 Clouds

The modern shopper does so much research before the purchase that if you aren’t helping teach them about your store and your RVs online, you’re missing the chance to win them over. According to Google, the average vehicle shopper goes through 24 steps before buying a vehicle. 19 of those 24 steps happen online. Just getting your website to rank isn’t enough. Get steps on how to send personalized emails to likely buyers when they start showing interest. Scott will show you how to execute a long-term content marketing strategy that wins a customer’s trust by teaching about your store and your vehicles instead of pitching to them.

During this workshop, attendees will learn:
  • Improve the visibility of your website with search engine optimization and blogs
  • Create ads to likely shoppers on Google, YouTube, Facebook and Instagram
  • Manage your digital campaigns in one unified calendar

Facebook and Instagram Marketing for RV Dealers 

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

Scott Meyer, 9 Clouds

Facebook and Instagram marketing are the most targeted and cost-effective way to reach new customers. The average American is on Facebook and Instagram over an hour a day, so if you want attention, you need to learn to use Facebook and Instagram professionally. Scott will show dealers how to measure lead and sales conversion using offline events and Facebook analytics. At the end of this high-energy session, you will have a blueprint for maximizing your budget on Facebook and measuring what works so you can continue to improve your digital marketing efforts.

During this workshop, attendees will learn:
  • Set-up for your Facebook Business Manager, Facebook Pixel, CRM integration, Instagram account and inventory feed
  • Choose the best budget for your Facebook and Instagram marketing
  • Launch nine Facebook and Instagram campaigns that will attract new customers

Advanced Dynamic Facebook and Instagram Marketing

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

Scott Meyer, 9 Clouds

Marketing on Facebook is an essential first step for RV dealers. Advanced Facebook marketers see greater success by using dynamic ads, inventory integrations and campaigns based on the corresponding audience. Scott will show dealers how to launch dynamic VIN ads, retargeting website visitors and leads who have not purchased. He will also provide tips for launching five specific advanced campaigns for different shoppers in your market. At the end of the second part of this high-energy workshop, you will have a blueprint for high converting ads and can launch ad campaigns that are automatically updated based on your inventory and a buyer’s interest.

During this workshop, attendees will learn:
  • Integrate your inventory feed with the Facebook catalogue to create dynamic Facebook ads
  • Connect Facebook with your CRM to receive leads in real-time and measure success
  • Build collection ads showing your inventory to likely buyers

Beyond Win-Win Leadership 

Thursday, November 8
4:30 - 5:30 p.m.

David Spader,Spader Business Management

The term “win-win” has helped many leaders progress in their performance. However, there is an approach that is even more powerful and effective. Recent research has shown that businesses that employ this “all-win” approach are more profitable, have stronger customer relationships and more satisfied employees.

During this workshop, attendees will learn:
  • Five top reasons why win-win is often a losing approach 
  • The “All-Win” Leadership Assessment to assess your performance 
  • Three steps to implement an all-win culture in your dealership 

FRIDAY, NOVEMBER 9

Compliance: Data Security in the RV Eco-System

Friday, November 9 
8:00 - 9:00 a.m.

Jim Ganther, Esq., Mosaic Compliance Services, LLC

The FTC Safeguards Rule requires RV dealerships to protect their customers' nonpublic personal information from unauthorized disclosure or access.  But is complying with the Safeguards Rule enough?  The unique demographics, usage patterns, and habits of RVers makes data security a greater challenge for dealerships, as well as other players in the industry.  This presentation will examine data security best practices, as well as the ways RV dealerships can be the key player in improving data security throughout the RV Eco-System. 

During this workshop, attendees will learn:
  • How to meet data security obligations for the dealership without breaking the bank
  • What the RV Eco-System is and why it exists
  • Ways to overcome unique data security challenges within the RV Eco-System

Compliance: Hot Topics in Compliance Today

Friday, November 9 
9:15 - 10:15 a.m.

Randy Henrick, Esq., Mosaic Compliance Services, LLC

This session will focus on hot current topics of primary interest and concern to RV dealers. Randy will discuss the Military Lending Act in light of the recent Department of Defense regulation that financing GAP or credit insurance takes the transaction out of the financing a secured vehicle exception and makes it subject to the MLA which precludes using a vehicle title as security. Randy will also discuss the implications of the "Me Too" movement on sexual harassment and the need for dealers to implement a comprehensive sexual training program including a zero tolerance policy on sexual harassment and a hostile workplace environment. Dealers can also expect to learn information on recent advertising enforcement actions by the FTC and the rules of the road for advertising in electronic media where the FTC has focused its attention in many recent advertising enforcement actions.

During this workshop, attendees will learn:
  • Implications of selling GAP and credit insurance to MLA covered borrowers
  • How to create a zero-tolerance policy on harassment and employee training program
  • Key reasons why dealers need to be careful texting with consumers