Where and when?
Sunday, October 6 – Aria Hotel
Sponsored by:
ReconVelocity & RapidRecon, Dealer.com, Solera, AutoPoint, Cars.com, etc.
Different speeches
Jared Hamilton
Dealer, Founder and CEO of DrivingSales
.
Customer insight into omnichannel experience - Participation, education
3 magnificent ways to force change in the industry :
Customer experience :
Trust – I want a dealer I can trust – The MAIN motivator / Transparency = Trust! &
Ready to pay for a better experience
Shift to digital retail / Impact of the millennial workforce: Increased margins and better customer experience!
Digital Retail Framework:
Search, Contact, Final Price, Exchange, Accessories, Financing, Paperwork, Delivery
83% want to complete one or more steps of their purchase online, 93% buy online, 25% contact, 6% want final price… 1/3 of dealers don’t honor the quoted price!!!!
Customer motivations: 74% don’t want to feel pushed or manipulated, 76% feel in control, 83% can store on their own schedule…
Main concerns: 73% fear being bombarded by calls and e-mails! Our sales methods eject customers from the process, we focus on the digital we see… We neglect the other part… “Internet strategy ejects many customers!”
Old digital strategy and new digital strategy
Online exchange:
78% of exchange buyers want to exchange online… But beware!
Accessories: 52% want to buy accessories as part of the online transaction. Choose your protection plan: A-B-C
Financing: 6% arrange financing online, 67% arrange their mortgage ONLINE!!!! Rocket Mortgage.com (Quicken Loans)
Paperwork and delivery: 62% want to complete paperwork online, 68% want car home delivery,
CFO: 1/3 want, 1/3 don’t want, 1/3 don’t care! Expected average increase of 664% (next purchase!)
Conscience holds customers back! Macro-level innovation and innovation don’t destroy value!
Car turnover in 2019: 80%!
Millennials are easy to manage:
87% expect a career path (like a video game platform)
76% demand professional training (as well as life skills)
Process, skills, knowledge, temperament
66% demand regular feedback (if not, they’ll leave)
Monthly performance review (face-to-face)
You want them to fix it, keep them informed!
Focus on the 94% we’re neglecting!
Psst… Caravana:
44,000 cars sold last quarter
All online / $3,000 profit per car
Best idea contest
Mike Watson - SEM responsibility for dummies
Scott Crompton - Victory Automotive Group (San Francisco) - (working with Dealer X)
Put customer path into CRM from website provider, Send alert to BDC
3 triggers: Lifecycle powered – Don’t tell the customer we’re “tracking” them
Saved his dealership group $10,000 by doing a 15-minute audit of their SEM business.
Brody Dezember – Digital for car dealers in Utah
Too many cooks in the kitchen, too many ingredients
Get everyone on one platform
Marketing for 4-5 days – Why? To create tasks! With a spreadsheet!
Action vs. execution
Victoria
Groupe automobile Capital Chevrolet - Alberta
360-degree virtual reality video camera – All about Youtube
Ryan Everson
Groupe automobile Gardner - 52 dealerships
Free report from Google
DISC: Does it sell cars!!!
Data studio report – From Google!
Go to Google’s “Empty” data studio report
Chad Arnold
CMA Valley Dealership - Carter Myers Automotive Group
Hide a videographer – Film all the right content at the dealership
Sessions
Session parallèle #1
Andrew Tai CEO - Motoinsight
How to apply digital retailing for measurable results today – Action… Airport comparison: Self-service pre-flight check-in
Automotive news: Dealerships are a prime target for…
The disruption… Buy your car online, in-store or in between /…
It’s now the norm!
Amazon.com: Online sales of Fiat in Italy!!! / Not just prospects…
Car sales!
Hyundai Rockar: Fully online shopping experience:
60% of customers return to Rockar afterwards!
Digital retail > Lead generation > More than just online shopping
86% of car buyers, 71% always want to test-drive before buying
60% decide on make, model and price… before visiting your dealership!
2005: 5 visits / Today: 1.6! 54% want to finish online…
and finalize formalities at the dealership
Now 28% of order volume is prepaid via mobile…
Pymnts.com: Omnichannel, start in store or online…
…finish in-store or online!
Customer experience is 3 times more important than design – DONNA 😊 / Register the car in your “online garage” / You’ll win every time by saving your customers TIME! / Time spent at the dealership lowers the customer satisfaction index – Funny! / One-click purchase! / Magical lease renewal in 10 clicks! / As little friction as possible
95% of web traffic doesn’t fill a LEAD ☹ / Keep customers engaged even after they leave / Benefits of digital retail:
Convert more online traffic, leads, returns, accessory penetration /
Quick tips:
1 – Embrace cultural change
2 – Promote and market the customer experience (skip the dealer stage)
3 – Simplify the CTA (call to action) on your website
4 – Create your offers! / Define your objectives and measure results
Change doesn’t happen overnight… It requires constant effort! / Last month: FB introduced FBPro / Scroll through 300 feet of content a day on FB!
Session parallèle #2
Brian, David, Adam (Clutch technologies)
New range of revenue sources
Brian : Carpooling…
Uber stats: 15,000,000 rides per day!(February 2019) – World!
Parts and services, financing:
Dealers make money selling cars… to Uber!
Not just transporting people… Food too & Cannabis!
David & Adam: Dealers need to change…
No margin on new cars, little space for IF
So service is now the place to make money
Loyal customers & Mobile maintenance
Subscription experience!
Make buying easy for your customers!
Exploit every dealer asset
Get a car and a job at the same time:
Employees to share the ride with demos!
Revenue models:
Free rental car ride if you’re a great customer!
Best practice: Group-wide subscription
Acura & Honda at Queen
Pendra – 35 car deliveries in September
1- Canvas Ads (Facebook Instant Experience)
Mobile-exclusive, 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% view rate of instant experiences / 17-30 seconds time spent on ads / 1%.
2- Dynamic automotive ads
Scalable, personally relevant, always on, works on all devices
Use DAA: Dynamic ads for cars, not DPA
3- Lead generation ads
Designed for mobile, CRM integration…
New offers, test drive, interest in used cars, free trade-in value, etc.
Perfect for recruiting staff / Talk directly to your customers /
Cost per lead from $25 to $35 / Bounce rate from 30% to 60% / VDP views
Time spent on site: 1:30 to 2:30 / Click-through rate 1-2%.
4- Offer request ads
Send automatic reminders / Generate new customers
Increase sales and services / Example: “this month” birthday gift offer
Which ones generate sales? Lead generation ads & Dynamic ads
Bonus: Instagram Stories ads (to keep in mind)
Session parallèle #3
Paul Potratz
The used car marketing plan:
Increase sales without spending more
Real things you can implement NOW!
The difference between NEED and WANT
Get the right ads in front of the right people
So…
Use data and match ads / CRM, Big 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
Target action, not purchases
Use emojis
Convert in text (form), don’t compel website visit
Multiple conversion points
Personalized photography that evokes emotion in the text
How to reach FB leads ADS customers: CHAT with messaging service customers
Bi-Weekly Video Email – Used Car Special
3 to 4 “new” vehicles on used car lots / Subject: Weekly used cars – Toyota of Easley / No graphics, just words and a link to the videos – Build an audience (FB)
Host the video on FB and on your website / Consistency 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 / Video should focus on the vehicle – That’s the clue – Video length: longer than you think 😊
The highlight: good content, well all: The optimal is 16 minutes!!! with external microphone on your iPhone!
TEXT 518-788-4724 to DSES training program, FREE
Session parallèle #4
Christian Salazar - Dealer.com
Return on social media investment (ROI)
Facebook audience of 450 in 7 days !!!! / No objective in sight / Get the conversion rate on engagement
/ Engagement definition: All engagements on organic posts: click, like, comment, share – 52% women and 48% men / Create video and image ads to meet each consumer lifecycle / Test until you find something that works – Test again!!!!
Nick Cybela – Widewail – Automate response to Google and Facebook reviews
At Widewail, we find that a cute guy gets more reviews
Concierge for exams
Lever 1, Rent 1 and Rent 2
Nick Cybela – Automate response to Google and Facebook reviews
Oscar Gonzalez – Understanding the customer with DMS technology
Build the car to meet their needs
Measure efficiency and make course corrections
Be ready to make decisions immediately
DMS: Dealer Management System
We need data!
Dealers create tons of data (30 MB per month in 2007, 1 GB per day in 2016)
AI can discover insights from data
But AI isn’t a silver bullet – it needs good data to work effectively
AI cannot completely replace human decisions, but it can inform and support them
It’s important to understand the benefits and limitations of AI, and to use it wisely to achieve the best results
Session parallèle #5
Amit Chandarana - OEM with Toyota for 15 years - Now at Roadster
5 mistakes to avoid with digital retailing
Will Amazon start selling cars? Carvana… Tesla… No future… The time is now!
40% of consumers believe it’s important to have a personal relationship with the dealer
Buy online, pick up in store and 90% of these customers buy other items when they come in
Peak shopping hours are after stores close
Buyers want a competitive and fair price / Price transparency
Creates a pressure-free environment for shoppers to feel more comfortable
26% of car buyers have filled out E-Leads… Only!
Analysis of 15,000 car orders, so… Optimize your website… So how?
Marketing:
Promote e-commerce across all communication channels
Target online shoppers with online checkout reminders
Eliminate “distraction calls”.
Sales process :
Treat online orders as a completed sale
Recommendation of additions and upgrades during takeover/delivery
Pricing strategies:
Fair and competitive pricing
Consistent pricing, online and offline
Make every moment count
Accelerate sales with a flexible process
Close the loop (Save the customer TIME!!)
Plenary conferences
Plenary conference #1
Jay Acunzo (1700 - Book author - What does it take to be exceptional?)
Breaking the mold!
From the status quo to the exceptional
Implementing best practice – easy to say, hard to do!
Conventional wisdom – what’s most common?
Are you sure it works for YOU? For your team?
Case study: Coffee
Death Wish Coffee – Mike Brown, small coffee shop in Boston
Free Superbowl ads!
Create a process for making good decisions – Ask better questions!
Stop acting like an expert, start acting like an investigator
Is a hot dog a sandwich?! And the 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’s your aspirational anchor? What’s your unfair advantage / NECESSARY… be NECESSARY! Create an emotional reaction
What’s your first principle? / Who are your true believers?
SELECT to TEST… YOUR RESOURCES
THINK BIG, START SMALL 🙂
Build the box – Understand and articulate your constraints
Innovate inside – More ideas, better ideas
Identify the signal for success – True believers!
Develop with clarity – Only invest in the right direction
Creative freedom doesn’t exist… It may not even exist!
Managers : Build the box for your team
Practitioners: Avoid running into invisible walls
What are your constraints / Break the wheel and ask better questions!
What does it take to be exceptional? Ask better questions!
Plenary session #2
Joanna Batstone (IBM - How AI is transforming your dealership)
Artificial intelligence turns 50! – Machine learning
1997 Deep Blue vs Kasparov (Chess)
2005 Stanley vs DARPA challenge
2011 Watson vs Jeopardy
2017 Alphago Zero vs. itself
Today: Visual recognition is a good example / Interaction: Understanding language, tone, emotion, context, cars and the automotive industry
Drivers will personalize service according to their preferences
American drivers spend an average of over 17,600 minutes, or around 293 hours, behind the wheel each year
The average driver will spend sixteen hours and twenty minutes using their 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 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
Plenary conference #3
Oli Gardner - Vancouver
The Internet is broken and marketers are responsible)
Avoid: Generic e-commerce experience that is not semantically
related to the interaction objective!
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? – Which level?
CCD Principle #2: Context
Match the message / Go to home page / Simple landing page / Your home page is not a landing page
CCD Principle 3: Clarity
Readability principle: 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 freebies – don’t add words for nothing
Unbounce – Analyze my page now
Tell people what to do: arrow, punchy title, etc. / Contrast – Regroup – Interrupt
“The first rule of CTAs – Have a put*** CTA!!!”
Plenary conference #4
Billy Beane - GM des Athletics d'Oakland
Billy Beane’s story inspired the movie “Moneyball”.
Advanced statistics to analyze baseball players and team performance
“Moneyball”: How to use data analysis to challenge preconceptions and identify underrated baseball players.
Using data analysis to evaluate player performance and build a winning team
The importance of adopting innovative approaches and thinking differently to succeed
Key points: The importance of data analysis and innovation to optimize performance in any field of activity.
How to challenge traditional practices and look for more effective ways to gain competitive advantage.
The importance of creative thinking and taking measured risks to achieve significant breakthroughs.
Plenary conference #5
Joe Laskowski - The keys to digital marketing success
Key points: Dealers must adopt an integrated approach to digital marketing to succeed in an ever-changing environment.
Data and analytics play a crucial role in strategic decision-making and optimizing marketing campaigns.
Personalization and customer experience are essential to attracting and retaining customers in a digital world.
Dealers must be prepared to invest in the technology and skills needed to succeed in digital marketing.
Digital marketing is an ongoing process that requires constant adjustment and improvement to achieve the best results.
End of the DSES 2023 conference. See you next year for new perspectives and opportunities in the automotive industry!
Plenary conference #5
Dr David X. Cheng - How to lead in a disruptive world
Key points: Companies must be ready to adapt and innovate to remain competitive in a constantly changing world.
Leaders must be open to new ideas and willing to challenge traditional practices to create competitive advantage.
Corporate culture plays a crucial role in successful adaptation and innovation.
Employee training and development are essential to create a talented and motivated team.
Leaders must be good communicators and inspire their teams to work together towards common goals.
The pursuit of operational excellence and customer satisfaction is essential to ensure the company’s long-term growth and sustainability.
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!
Jeff Clark - CarNow
Messenger, Chat, Text and Phone (all 4) 1 number – Smartphone payment / Published in WSJ
Where we succeeded – 18 to 25% of contact REPORTS actually arrive at the dealership
Tony DeGracia - Internet Reputation Management (IRG)
Individual customers: standard response – remove names (if not in text) – End of first sentence: call to action… Tell the person to call them
Sales or service – Call me… Let me show you what we can do to solve this problem… Ask them to call back to solve the problem
Erik Hess - Client Command
Software as a Service – Digital sales solutions – Website: exclusive and personalized content (answer) – I’m not saying there’s nothing to see… just for VOIs: Users will only see exclusive content, they have to click on offers to get it – What we should learn from e-commerce / Here’s your FREE content
Max Steckler - Vehicle Acquisition Network
The real value is traffic… What’s behind it / Real-time accounting data, not a dashboard 4 days late – Establish a direct relationship with the dealership website
Adam Gollinger - V12 Data
Marketing audience execution, channel analysis, real-time digital signage, geo-fenced display, phone tracking, re-targeting, data activation and more. – Understanding your potential buyers
Olivier Leclerc - LesPAC
Publish an ad quickly… As quickly as possible – The ad text should be on the photo… not in the description
Success : 150 visits in one week… / Unsuccessful: One month
LesPAC does not create a landing page for you
Pierre Tremblay - Autolog
Lead generation tool that enables dealers to sell more cars by giving their customers a trade-in estimate in less than 60 seconds
Yannick Martin - InspectMyRide
Free 100-point inspection for used vehicles – Get more leads – Labor services to perform an inspection
David Varacalli - Vehicule360
Video troubleshooting – Professional 4k videos
EzaneJackson - Tekion - CRM
Operational dashboard, Revenue manager
Investing in marketing and operational IT
