Pub. 59 2018-2019 Issue 3

41 SPRING 2019 techniques used by one of the largest service departments in the country (over 5,000 customer pay RO's per month). His session will cover maximizing your website presence, cutting-edge SEO techniques, effective SEM campaigns, valuable social media campaigns, and online reputation tips. Equally as important, attendees will learn how to generate more business by prospecting specifically targeted service customers, as well as word tracks and scripts to book the appointment. 4. Fixing the Broken Hiring Process. Auto dealerships everywhere are struggling with generating enough quantity or quality applicants for their job openings. Despite this, few dealers have adjusted their hiring methods to improve their results. Most continue posting the same jobs, the same way, praying their results will somehow be different. Ryan Kohler’s session “NowHiring: How to Fix the Broken DealershipHiring Process to Get More Applicants &Grow Revenues,” will help those who are looking to re-think their hiring process. Ryan will introduce a brand-new study done using the application and hiring data of more than 30 auto dealerships, revealing the best sources of applicants and how to attract more of themwith a new framework for successful hiring. This framework, called hiring optimization, leaves behind old HR practices and instead adapts SEO and marketing principles to attract qualified applicants. Attendees will learn how to build job seeker personas, write better job ads using keywords that drive greater interest, tactics for maximizing job boards, improving application completion rates, and creating screening questions to reveal the very best applicants. 5. Leveraging Speed, Syntax, andCycle toMake theMost of Every Lead. The session, “Fire, Rain, & Focus,” will bring the real-world experience of Carey Kniskern (Fields BMW Orlando) and Tom LaPointe (Preston Automotive Group) and effective methods in connecting with shoppers during the critical time after a lead comes in. They’ll cover the latest phone techniques, including when and how often to call and the key components to lead buyers into the store; best practices for online communication and using email and video to establish a compelling dialogue with the shopper; and highly-effective processes and management elements that sell cars in the first three days of a lead cycle. This sampling is merely a snapshot view of the more than 100 educational sessions, spanning across the conference's three tracks (Dealer Ops & Management, Marketing & Advertising, and Sales & Variable Ops). With 9 to 10 concurrent sessions per timeslot, each attendee builds a custom agenda by choosing the presentations that address the challenges and growth areas relevant to their business and local market. Other event highlights include new interactive and IDS (Identify, discuss, and solve) session formats with peer-to- peer collaborative discussions, an expo hall packed with 130+ emerging technology solutions to demo, a Beer Garden for when you need to relax/reset, actionable and inspiring keynotes, and Digital Dealer’s party at Mango’s nightclub! For more event details, to view the entire three-day schedule, and programming announcements, v isit DigitalDealer.com/Conference. TADA members can receive $200 off Digital Dealer 26 registration with the promo code WSRFGR200.  Alissa Calvaruso is content manager for the Digital Dealer Conference & Expo (produced in the fall and spring of each calendar year) for automotive dealerships to stay ahead of the technology curve, and learn new strategies to become more efficient, profitable, and prepared for the road ahead. Alissa also serves as editor of Dealer Magazine, a monthly print and digital publication with educational content that provides tactical insight that addresses present-day pain points and growth opportunities for dealerships.