Pub. 59 2018-2019 Issue 3

40 What’s Trending: Digital Dealer 26 Pre-Show Highlights D igital Dealer 26 Conference &Expo, held at the Or- ange County Convention Center inOrlando, Florida this April 9-11th, will bring together hundreds of automotive thought leaders and marketing experts who will share their insight on the most pressing issues and growth opportunities for dealerships today. Here are just five of the many topics you can learn about at the upcoming show: 1. Shaping Culture and Retaining Loyal, Engaged Employees . Engaged employees are productive, efficient, and have a great time while at work — that means low turnover and highly motivated employees you don’t have to micromanage. During the opening keynote address at Digital Dealer 26, Robert Richman (former culture strategist with Zappos.com) will discuss how to build a team of productive, efficient, and engaged employees. Robert will share stories that demonstrate the strength of the core values at Zappos.com (a company that became #1 in Customer Service), and then explain the science behind why they work so well. 2. Delivering Contextually-Relevant Messages That Convert. Expert panelists from varying backgrounds, including tech, data, agency, and creative, will discuss the structure and performance of connected TV and online video campaigns in the automotive retail space. This panel, “Making Online Video &Connected TVWork for Your Dealership,” will include Tim Daher of Oracle who will dive into the different methods of targeting key audiences, along with Jen Smith of Adobe who will share pragmatic media strategies, followed by the perspective of Jeff Hayes who will demonstrate the importance of creative in driving conversions from video campaigns. As founder of Dealer Creative, Jeff has overseen the creation of over 20,000 commercials and videos for more than 800 car dealerships in the USA and Canada. 3. Supercharging for Service. When it comes to marketing, the service department is often the "forgotten department" as 90% of most dealerships advertising budgets and website presence is dedicated to variable ops. Savvy dealerships can take advantage of this enormous opportunity to dominate their competition and increase their service department bottom line. Jason Cohen, director of business development for DCH Paramus Honda (Lithia Auto Group), will present By Alissa Calvaruso, Content Manager, Digital Dealer