Where and when?
Sunday, October 21 – Hotel Bellagio
Presented by:
Jared Hamilton (Dealer, Founder and CEO of DrivingSales)
Sponsored by:
Dealer Track, CDK Global, Podium, Fair, Dealer Inspire, etc.
Training objective
Bring 3 new ideas/models back to Canada
Course description
Last year (2017): Podium, Tradesii, Subscription (for a car!)
This year (2018): FB Pick VERTICAL – FB Leads ads, Instagram, Marketplace at chat provider, Artificial intelligence, Car subscriptions, Sales app. For REAL! Hot SPOT delivery
Different speeches
Jared Hamilton - Dealer, Founder and CEO of DrivingSales
Pressure on margins… More competition…
Business model: The rationality by which an organization creates, delivers and captures value, Transactional VS Subscription
Blockbuster VS Netflix: Why be born : Late fees!
Refusing to let go of the past is generally more dangerous than ignoring the future.
Commitment to a clearly defined model
Income: One-off vs. Subscription to generate MONEY
Deliberate choice of key performance indicators
Recommendation engine (Netflix) vs. physical concession (Blockbuster)
COST structure…
Aligning resources to achieve model objectives
Applying model innovation to car dealerships
Isn’t our model constant?
After-sales revenues exceed gross margin (2017)
Gross margin in 2010: 4.5
Gross margin in 2017: 2.5
Our old measures are incompatible
What is Dealer Gross Margin? …
Any gross margin triggered by the sale, which is neither forward nor backward!
How do you create an alignment? : Process
Recruitment and Hiring
Employee integration
Training and development
Which dealership would you prefer to work for?
A (100% commission/Engage 10 to keep 3/70% turnover/Focus on gross margin only)
B (Salary +/Time to productivity/Performance appraisal/Concentration to match your model)
Keep in mind: Theaters: Margins come from POPCORN, not movies! 😊 …No late fees!
Mike Watson - SEM responsibility for dummies
He saved his dealer group $10,000 after a 15-minute audit of their SEM company.
Every month, suppliers say: You’re too good! So make sure you spend real money!
How to solve this: Put your own credit card in the Google AdWords account and the invoices will be different every month.
Bryan Armstrong - thecarguy - Drive traffic with Google My Business
They achieved over 10,000 ad views in less than a month using a new feature in Google My Business.
Ryan Everson - Activity generates activity + FOMO (Fear of missing out)
They transformed their dealership website with real-time notifications,
pop-ups on user actions online, online reviews, delivery photos, etc.
Take vertical delivery photos – Add real words, customer mentions
Add overlays like on Instagram
Boost personalized audiences on Facebook
Use FOMO website pop-ups
Add social proof notices to the website
Display delivery photos on Wi-Fi photo frames in the showroom
Derek Bachmann - Social listening - Skyline Ford on FB
People are talking about you and your brand… Are you listening?
Then: Keep an eye on your brand and your competitors – You can respond and invite customers
Victoria Dillabough - First impressions of virtual reality
They use Google Cardboard to virtually meet out-of-town guests for a meet-and-greet, a stroll or even a demonstration without leaving home.
Jeremy Anspach - Founder and Executive Chairman - PureCare
The car-buying customer journey: 24 contact points, 19 of which are digital
Traditional media lead to the Web: Know the market, when, who, what time?
What comes next? How do you predict sales?
Workshops
Workshop #1
Silvia Potempa (Social media manager - Four Facebook advertising strategies you need to use)
Last month: FB introduced FB Pro
Scroll through 300 feet of content a day on Facebook!
1- Canvas ads (instant Facebook experience)
Mobile-only, mobile-optimized, full-screen experience, videos, photos, swipe carousel, tilt to plan, products, 15x faster load time
Example: New model, flash sales, meet the team, hybrids, 80-95% instant experience view rate / 17-30 seconds time spent on ad / 1%.
2- Dynamic automotive ads
Scalable, personally relevant, always on, works on all devices
Use DAA: Dynamic Automotive Advertising, not DPA
3- Lead generation ads
Designed for mobiles, integrated with CRM…
New offers, test drives, interest in pre-owned vehicles, free valuation, etc.
Perfect for recruiting staff / Speak directly to your customers /
Cost per lead from $25 to $35
30%-60% bounce rate / Vehicle detail page views
4- Promotional offers
Send automatic reminders / Generate new customers
Increase sales and service / Example: “This month” birthday gift offer
Which ones generate sales? Lead generation ads and dynamic ads
Bonus: Ads in Instagram stories (to be taken into account)
Workshop #2
Paul Potratz - The used car marketing plan
Increase sales without spending more
Real things you can implement NOW!
The difference between “NEED” and “WANT”.
Display the right ads to the right people
So…
Use data and match to ADVERTISEMENTS / CRM, large DATA, third parties
Not all your traffic has to come to your website (FB)
Long text converts 28% more than short text (FB)
Long text
Ad title target action, not purchases
Use emojis
Convert in text (form), don’t force people to come to the website
Multiple conversion points
Personalized photographs that evoke emotion in relation to the text
How to reach FB leads ADS customers: DISCUSS with them on messenger
Twice-weekly video e-mail – Special offers on used cars
3-4 “new” vehicles on used car lots / Topic: Weekly used cars – Toyota of Easley / No graphics, just words and a link to videos – Build an audience (FB)
Host the video on FB and on your website / Regularity is key / AWeber or Mailchimp / No more than 5 videos
So… Put videos in email marketing with videos
Don’t try to reinvent the wheel every month! / The video should focus on the vehicle – That’s where the key lies – Video time: longer than you think 😊
Sweet spot: Good content, good everything: The optimum is 16 minutes!!! with an external microphone on your iPhone!
TEXT 518-788-4724 for the DSES training program, it’s FREE!
Workshop #3
Amit Chandarana - OEM with Toyota for 15 years - Now with Roadster
5 mistakes to avoid with e-commerce
Will Amazon start selling cars? Carvana… Tesla… Not the future… Now is the time!
40% of consumers feel it is important to have a personal connection with the dealership
Online 4x vs. in-store / 88% of consumers won’t buy a car without trying it out
In 2020: 40% of vehicle sales will be attributed to millennials
54% would buy from a dealership offering their preferred experience over price
78% of car buyers are now ready for online transactions
The ideal time spent at the dealership: 1 h 30 is the best… more time is bad and too long…
Pop-up: Simple, fill in this form and we’ll contact you (emphasize that we’ll contact you to give you more information about this vehicle) – IT’S SIMPLE!!! / Time is money: Offer customers the chance to save… TIME!
5 mistakes to avoid when launching an e-commerce business :
Being half pregnant – Do you fundamentally believe that we will be conducting digital transactions in the future?
Dive without a plan – Know your beachhead – Choose a department and go for it! – Third parties have no impact on margins
No price transparency/consistency! Consistent, fair prices build consumer confidence! More risky bets
False start (LACK OF MEMBERSHIP) – Encourage participation. Involve people early and often
Lack of transition plan – Reshape your team and its roles. Get the sales manager out from behind the desk – High-value tasks as a sales manager
Roadster + Longo Toyota
You must visit once in your life…
I did it in 2018!
Best practice examples :
Audi Rocklin
Omnichannel sales and in-store assisted purchasing
Toyota/Honda de Seattle
In-store presentation
A person from A to Z – WITHOUT F&I
Workshop #4 Eric Miltsch - Dealer Teamwork - 9.5 things your dealer group isn't telling you about digital marketing (and that you need to know to be more competitive).
The Marketing Game – 6 categories
Landing pages – 40% of paid visits on home page, video on landing page 80x more engagement, unnecessary microsites, user intent tracking, page title for all pages
SEO: 1 Black hat, 50% of searches are voice searches, impact of Meta description on CTR, 35% of searches are local
SEM: 5%, Google ad preview tool has no impact, PPC elements increase by 6x: ad extensions, Google guide includes transactional data, landing page report
Video: YouTube counts after 10 seconds, True View ads, 15-second pre-roll ads, 6-second bumper ads, YouTube search report to find your videos
Links: 75% of people don’t go to the 2nd page of Google search, 1900 word length, backlinks yes for local SEO, no follow links, low value deep links, deep link ads should be removed
Widgets : -1.6x page speed, page notes are intended for use on applications
Data unification: Suite profiles are fake, Facebook for more traffic
Analysis: Traffic tracking is wrong, your website… 30% slowdown, heatmap tools, EDDM, good customers who use the phone, number of leads (Google Analytics + Google ads)
Contact point ID is on the decline
“Search after purchase… The search after you’ve bought a car! ? !? – FALSE data! / Search after being spotted in ad display, 6 minutes later, then searched to buy a car / 4% responded to surveys for post-purchase sales / WE HAVE FAILED!
Different presentations
Presentation #1
Jay Acunzo (1700 - Author of books - What does it take to be exceptional?)
Breaking the mold!
From standard to exceptional
Best practice is easy to say, but hard to implement!
Conventional wisdom – What is most common –
Are you sure it works for YOU? Your team?
Case study: Coffee
Death Wish Coffee – Mike Brown, small coffee shop in Boston
Super Bowl commercials for free!
Create a process for making good decisions – Ask better questions!
Stop acting like experts, start acting like investigators
Is a hot dog a sandwich?!!!! And a dictionary is a… book!
Intention (part of the conversation) + Hunger (our voice is bland) = Aspiration (showing the world how fun and relevant we are)!
What is your aspiration anchor? What’s your unfair advantage? / HAVE NEEDS… be DESIRED! Create an emotional reaction
What is your first principle of insight? / Who are your true believers?
CONCENTRATE TO SELECT TO TEST… YOUR RESOURCES
THINK BIG, START SMALL 🙂
Build the box – Understand and express your constraints
Innovate indoors – More and better ideas
Identify the signals of success – True believers!
Develop with clarity – invest only in the right direction
Creative freedom doesn’t exist… It may not even exist!
Leaders: Build the box for your team
Practitioners: Avoid running into invisible walls
What are your constraints? / Break the mold and ask better questions!
What does it take to be exceptional? Ask better questions!
Presentation #2
Joanna Batstone (IBM - How AI is transforming your dealership)
Artificial intelligence turns 50! – Automatic learning
1997 Deep Blue vs Kasparov (Chess)
2005 Stanley vs. the DARPA challenge
2011 Watson vs Jeopardy
2017 Alphago Zero vs himself
Today: Visual recognition is a good example / Interaction: Understanding language, tone, emotion, context, cars and the automotive industry
Drivers can personalize the service according to their preferences
American drivers spend an average of more than 17,600 minutes, or about 293 hours, behind the wheel each year.
The average driver will spend sixteen hours and twenty minutes on the phone while driving.
88% of drivers use their phone while driving
For AI: The next 5 years will be more important than the last 100!
Future : No apps, no buttons, no passwords… Just the voice!
IBM & BMW work together : Example : Storm / AI bias will explode : Data to continuous feedback training
AI: Compassion, intuition, design, value judgments, common sense / Deep learning, discovery, large-scale mathematics, fact checking
Presentation #3
Oli Gardner - Vancouver - The Internet is broken and marketers are to blame)
Avoid: Non-semantically generic e-commerce experience
in line with the purpose of the interaction!
Example: Search for a Corolla – Buy a Civic!
The principles of conversion-centered design (CCD)
CCD Principle #1: Attention
Attention ratio 82:1
Good ratio: 1 to 1 (one link per page or call to action) / 5-second test / Which course? – What level?
CCD Principle 2: Context
Match message / Go to home page / Simple landing page / Your home page is not a landing page
CCD Principle 3: Clarity
Principle of legibility: Contrast ratio and golden typographic ratio
Tineye.com / Visual ID / Silence is better than stupidity / Professional e-mail address 65% better
CCD Principle 4: Credibility
Be careful what you put in quotation marks
CCD Principle 5: The conclusion
1 mouth 2 ears – Be careful! – No mention of free – don’t add words for nothing
A bounce – Analyze my page now
Tell people what to do: arrow, punchy headline, etc. / Contrast – Grouping – Interruption
“The first rule of CTAs – Have a put*** CTA!!!”
Suppliers and vendors (5-minute presentation)
Jeffrey Tognetti - RoiQ
Omni-channel automation
Dale Duke - Blink -
Artificial intelligence useful for the dealer, omni-channel AI, SMS to DMS for workshop – King of xtime
Steve White - Clarivoy
Attribution measurement, car consumer = buyer, Google Attribution – Phone calls, landing pages, Google Analytics
Attribution guru! – Instead of moving forward, instead of guessing… He wants to tell you what works!
Tej Soni - FrogData
Creating the dealership of the future
Adam Tobias - DealerCue - AdCue
Real-time data – With or without dealership name
Dealership Round Table – About AI in the automotive industry
Lance Schafer - Co-founder | LotLinx
How AI sets the audience’s haystack on fire
AI needs to learn, but then… WAHOU!
The challenge of machine learning: Why?
I can’t explain! It’s an algorithm…
Joe Chura - CEO and co-founder - Dealer Inspire
What is AI?
Predicting what’s going to happen!
Conversation – Ana Bot / Categorize conversations (IBM Watson)
Last month: 236,000 conversations, 62,000 LEADS!
Mix that with connected cars!
Michael Markette - CPO | CallRevu
This call is recorded for quality assurance purposes. Is anyone actually listening?
From voice to text – Google on AI development – Building trust will be the most important thing we do!
AI to rival human beings!
2020 : Humans will have more conversations with CHAT ROBOTS than with their spouses…
