Dealer education takes center stage at Dealer Expo: List of seminars

Publish Date: 
Dec 6, 2012


Advanced Google AdWords for Powersports Dealers:
Dominate Search Engine Results

Friday, Feb. 15 – 9:15 a.m. to 10:15 a.m.
Saturday, Feb. 16 – 10:30 a.m. to 11:30 a.m.

Google AdWords — also known as search engine marketing (SEM) and pay per click (PPC) — is the largest advertising platform in the world. Why? Because it works. People go to Google to make decisions and Facebook to avoid them. So where are you spending your resources? Google AdWords works like a fully commissioned salesperson because you pay only for the advertising that produces quantifiable results (i.e. clicks to your website). Whether you’re an AdWords veteran or just looking to learn, join Brad Cannon as he pulls back the curtain on Google, exposing common rookie mistakes and teaching you what it takes to execute a successful campaign that turns “clickers” into buyers.

Brad Cannon is vice president of operations for Dealership University and creator of the Sharpshooter Targeted Intelligence Repeat and Referral marketing system and the Dealership Operations Manual. A recognized expert on the subjects of email marketing, social media, pay-per-click advertising, search engine optimization and online reputation management, Cannon also holds the limited and prestigious Google AdWords Individual Certification, is a Microsoft Advertising Accredited Professional, and is a member of the Search Engine Marketing Professionals Organization. Before joining Dealership University, Cannon was director of operations for a four-store, $17 million powersports dealer group.


Designing Your Store for the Future: A Simple Remodel for
Significant Results

Saturday, Feb. 16 – 9:15 a.m. to 10:15 a.m.
Remodel? Now? Can you afford it? How much should you invest? Inside, outside, or both? Maybe you can’t do a full renovation, but you can implement a more cost-effective floor reset or a targeted remodel in one showroom area for measurable results. Ask the questions, and learn the answers as store design and merchandising veteran Jim Rasmus shares the latest trends for store remodels, and presents the recession-proof merchandising techniques that help you control customer flow, increase product awareness and boost impulse purchases.

Jim Rasmus is the founder of Retail Design Associates, a California-based firm serving the needs of specialty retail. He is the co-author of Winning in Retailing (1984) and Winning in Power Sports Retailing (2006), and has designed more than 2,000 specialty retail stores throughout the United States. Rasmus has extensive retail management experience, and conducts numerous store design and merchandising training programs and workshops for retail organizations in a number of markets.


Integrated Marketing: Fishing with Multiple Poles in the Water
Friday, Feb. 15 – 10:30 a.m. to 11:30 a.m.
Back before the Internet, advertising was relatively easy. You had a Yellow Pages ad, ran used-bike classifieds and sent out a splash of direct mail; television had five channels (and radio about the same). Now you are armed with email, mobile, social media, websites, blogs, landing pages, search engines and more. Your customers have TVs that display 500 channels and DVRs to fast-forward through commercials. They drive vehicles equipped with satellite and MP3 players — and the radio might not even be on. The once-simple task of managing your dealership’s advertising campaigns has become quite complex. Choosing your marketing mix and ensuring you deliver a consistent message across many divergent channels requires a new approach. During this session, you’ll discover:

  • What is the “new approach” and why you need to learn it.
  • Why some of the hot, new channels are all-show (and a no-go).
  • Why the worst number in marketing is 1.
  • How to coordinate your marketing efforts so they’re complementary, not conflicting.

Eric Pedretti is director of sales and a regular speaker and trainer at Dealership University, and has executed more than 200 powersports dealer marketing campaigns with staggeringly successful sales and attendance results, according to the organization. Pedretti is an automotive industry convert, and brings a refreshing perspective on database marketing and advance list segmentation best practices for powersports dealers. In addition to his work for Dealership University, he is the direct marketing adviser for a number of nonprofit organizations.


Social Media and Reputation Management: The Fine Line Between “Time Vampire” and Effective Marketing
Friday, Feb. 15 – 8 a.m. to 9 a.m.
Sunday, Feb. 17 – 9:15 a.m. to 10:15 a.m.

Google. Facebook. Twitter. YouTube. Pinterest. Yelp. And it goes on and on. There are scores of social media, directory listing and review sites where you can spend countless hours online — researching, participating in conversations — with little or no measurable results to show for your efforts. How do you know what’s worthy of pursuit and what’s a waste of time? And once you’ve identified the most important sites for your business, how do you manage them all? You can’t afford a full-time social media manager, but you can’t afford to ignore social media, either. The solution: A quantifiable system. Tory Hornsby will reveal the fine line between a strategy that produces real sales and profits versus chasing every shiny new online object that comes along.

Tory Hornsby, vice president of sales for Dealership University and a columnist for Dealernews, is the industry’s authority on search engine marketing and holds the limited and prestigious Google AdWords Individual Certification. He is the director, editor and presenter of more than 100 powersports-specific Quick Takes training videos and is a noted expert on dealership sales best practices. In addition to his engagements at Dealer Expo, he has delivered training seminars for Yamaha Motor University, Polaris and many other companies.


Using Conquest Marketing and Retention Advertising
to Grow Market Share and Boost Repeat and Referral Business

Saturday, Feb. 16 – 8 a.m. to 9 a.m.
Henry Ford once said, “A man who stops advertising to save money is like a man who stops the clock to save time.” With only 3.6 motorcycles in use for every 100 people living in the United States, you must have a targeted plan to identify and market to your “buying base” — that is, your current customers as well as those who live and ride in your vicinity but haven’t yet done business with you. In this powerful session, you will discover the insider secrets on leveraging these two powerful groups of buyers to exponentially increase your bottom line.

Rod Stuckey is the founder and CEO of Dealership University and Powersports Marketing. He is a highly sought marketing and training adviser to OEMs and dealers alike. He is the creator of the Ultra Marketing Machine — Four Ways to Grow Your Business, author of Profit Explosion Marketing, and a regular columnist for Dealernews. Stuckey, a former principal of a four-store dealer group, is a recognized expert on online reputation management. He is a pioneer of direct one-to-one marketing for the powersports industry, and is responsible for the creation of hundreds of “Done For You” marketing campaigns.

(Seminar list continues)