Waldorf-Astoria New York City April 21-22, 2013
#WhatReallySellsCars
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Letter from Jared Dear Presidents Club Attendees, For a short while, dealers have been coming to me and
asking for a small, intimate event specially created for dealer principals and general managers only, where dealers
can spend a day focusing on the most prominent aspects
of running a dealership: you brand, your capital, and your people.
Your Brand: We’re proud to be hosting world-renowned
marketing expert and best-selling author, Seth Godin, to shed some insights on positioning your dealership’s brand.
Your Capital: We have Chief Economists joining us, as well as someone here to discuss dealership buy/sell agreements,
so we can talk about the value of your franchise, where you should be investing, flooring lines, and things like this.
Your People: We’re also dedicating part of the agenda on how to lead, mentor, and coach our teams to get the most out of them.
And so, I’d like to personally welcome all of you to the inaugural DrivingSales Presidents Club.
We intentionally kept this gathering small so you have the opportunity to shake hands and generate conversations with some of the strongest dealer operators in the country.
Enjoy the next day and a half of an action-packed agenda created specifically for dealer operators.
As always, please let us know if there is anything DrivingSales can do to make your experience better.
Jared Hamilton - Founder, DrivingSales, LLC
DrivingSales President’s Club • 3
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Table of Contents 06 About Presidents Club 07 Waldorf Astoria 08 Agenda 10 Most Valuable Insights Competition 12 Keynote Speakers • • • • • • • • •
Special Keynote: Seth Godin Linda Bartman p.14 David Ibarra p.16 Erin Kerrigan p.18 Duncan McCall p.20 Jonathan Ord p.22 Shaun Raines p.24 Raj Sundaram p.26 Tom Webb p.27
28 Receptions 30 About DrivingSales
p.12
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DrivingSales Presidents Club • 5
About Presidents Club The DrivingSales Presidents Club is a private annual gathering of powerful presidents, dealer principals and general managers. This elite meeting is dedicated to studying the trends and managing the best practices surrounding the three most important assets for running a dealership: Your Capital, Your People and Your Brand.
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Waldorf Astoria As one of the first ‘grand hotels’ to combine elegance with luxurious amenities and services, The Waldorf Astoria New York has been renowned worldwide for over a century. An official New York City landmark since 1993, the Art Deco property occupies an entire city block of prime, mid-town Manhattan real estate. Recent renovations have renewed the splendor that has long made The Waldorf Astoria New York an international icon.
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Agenda Sunday, April 21 st TIME EVENT ROOM 10:00a – 5:00p Registration Foyer 4:00a – 4:05p
Opening Remarks – Charlie Vogelheim
Vanderbilt
4:05p – 4:15p
Welcome Remarks – Jared Hamilton
Vanderbilt
4:15p – 4:45p Keynote – Jonathan Ord Vanderbilt
People Efficiency, Process Execution, and Common CRM Breakdowns 4:45p – 5:15p Keynote – Duncan McCall Vanderbilt
Mobilize! Find Your Mobile Marketing Advantage 5:30p – 7:00p Opening Reception Empire
Monday, April 22nd TIME EVENT ROOM 8:00a – 3:00p Registration Foyer 8:00a – 9:00a Breakfast Empire 9:00a – 9:15a
Opening Remarks – Charlie Vogelheim
Vanderbilt
9:15a – 9:45a Keynote – Raj Sundaram Vanderbilt
Building Your Brand in the Digital Retailing Age 9:45a – 10:30a Keynote – Tom Webb Vanderbilt
Economic Trends to Steer Your Investing 8 • DrivingSales President’s Club
TIME EVENT ROOM 10:30a – 10:45a Morning Break Empire 10:45a – 12:30p
The 4 Most Valuable Insights of 2013
Vanderbilt
“Your Marketing Team Is Using the Wrong Metric to Manage your Advertising” “Mobile: your key to winning shoppers when they’re ready to buy” “Do You Know Today’s Customer? Exploration of New Findings” “Capitalizing on Changes in Online Shopping Behaviors” 12:30p – 1:30p Lunch Empire 1:30p – 2:15p Keynote – David Ibarra Vanderbilt
Managing Activities that Get Results 2:15p – 2:45p Keynote – Linda Bartman Vanderbilt
Your Online Brand and Reputation Matters 2:45p – 3:30p Keynote – Erin Kerrigan Vanderbilt
Trends in Dealership Valuations and the Buy/Sell Market 3:30p – 4:00p Afternoon Break Empire 4:00p – 4:15p Award Ceremony Vanderbilt 4:15p – 5:00p Keynote – Shaun Raines Vanderbilt
Turn Metrics and Knowledge into Profits 5:00p – 5:45p Keynote – Seth Godin Vanderbilt
Be Remarkable 6:00p – 7:30p
Special Reception and Book-Signing
Empire
DrivingSales President’s Club • 9
Most Valuable Insights Competition Insight Finalists The response to this contest has been remarkable and we have been thrilled at the many fantastic insights submitted. We are pleased to announce the four Most Valuable Insight Finalists that were selected by a dealer board and will be sharing a presentation at the 2013 DrivingSales Presidents Club.
Capitalizing on Changes in Online Shopping Behaviors presented by Scott Pechstein, National Sales Director at Autobytel Inc.
Do You Know Today’s Customer? New Findings Show Difference between Prices of Vehicles Shopped vs. Actual Prices Paid
presented by Scott Hernalsteen, Senior Director of Enterprise Analytics at AutoTrader.com.
Mobile: Your Key to Winning Shoppers when they’re Ready to Buy presented by Jack Simmons, Dealer Training Manager at Cars.com.
Your Marketing Team Is Using the Wrong Metric to Manage your Advertising presented by Chris Reed, Chief Marketing Officer at Cobalt.
10 • DrivingSales President’s Club
The Most Valuable Insight Competition is designed to uncover the most valuable insight in the automotive industry. The Competition was created in the spirit of progress and industry thought leadership.
Taking the conversations to the highest level, auto industry professionals are invited to share their thoughts and insights to the highest-level dealership executives to foster inspiration, progression, and celebration of a better automotive retail industry.
The Most Valuable Insight Competition encourages automotive professionals to illuminate something in the automotive industry that will impact dealership executives at the top.
All automotive professionals are encouraged to apply, but only a few will have the opportunity to compete for the title of Most Valuable Insight by presenting their thought leadership presentations to a panel of judges and the attendees of the DrivingSales Presidents Club.
Seth Godin
Author, Entrepreneur
Be Remarkable As one of the premier change agents operating in the nexus of technology and business, Seth
Godin’s insights into leading (and leading change), as well as his unparalleled marketing wisdom
and business expertise, will undoubtedly inspire the kind of remarkable thinking that can transform business ideas and practices.
About Business Week’s “Ultimate Entrepreneur for the Information Age,” Seth Godin is a best-selling
author, entrepreneur and agent of change. Named one of the top 21 speakers for the 21st century by Successful Meetings magazine, Godin draws on his best-selling books – all 13 of them – to explore how ideas spread, why the stories companies tell matter, why treating customers with respect pays
off, and how these and other business decisions determine whether your business becomes invisible or remarkable.
12 • DrivingSales President’s Club
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DrivingSales President’s Club • 13
Linda Bartman
Chief Marketing Officer, Cars.com
Branding in the Digital Age Thanks to advancements in mobile technology and easy access to more car shopping information than ever, consumer behavior has changed in a big way. As a result, it’s increasingly difficult to stay on a
shopper’s radar throughout the purchase process. In her session, Linda Bartman relays what Cars.com
has learned about the power of brand by sharing insights that can help general managers – who often also
serve in the role of “CMO” at their stores – define a value proposition, maintain an integrated, continuous presence on the media that shoppers visit and avoid the brand degradation that can result in lost sales.
About As Chief Marketing Officer, Linda leads marketing for all Cars.com channels – dealer, manufacturer, major accounts and consumer. Ultimately, she is responsible for developing and executing marketing
strategy to drive online advertising sales to automotive manufacturers and local dealers. Bringing a new focus to integration, insights and digital media, Linda’s leadership has yielded an eight point jump in
Cars.com’s brand awareness, as well as the launch of a fully-integrated, 360-degree marketing campaign, “ALL DRIVE. No drama.,” that produced a considerable rise in traffic and audience acquisition. Driving
the company’s industry-leader status, Linda’s team conducts extensive research on digital and automotive trends, from shopper behavior to social outreach.
14 • DrivingSales President’s Club
David Ibarra
President & CEO
Managing Activities that Get Results Invigorate and exhilarate your dealership’s image, talent, and overall performance by executing
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time. Currently, 87% of today’s workforce lacks the self-discipline to consistently execute the brand, priorities, and processes of their workplaces.
About David Ibarra is a leadership consultant and entrepreneur. He is the founder of eLeaderTech, the
Ibarra-Brito Group, and David Ibarra Enterprises. David received a U.S. Patent for his performance management software “Executing the Standards®” in September of 2000.
David’s background spans highly successful careers in the hospitality and automotive industries. He was the General Manager of a large metropolitan automobile dealership for nearly 10 years and has
held many other leadership positions within the retail automotive industry. David served as Director of Training for the Western United States and District Manager of Operations for the Marriott
Corporation prior to entering the automotive industry. David also owned and operated several successful restaurants in the Western United States.
16 • DrivingSales President’s Club
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Erin Kerrigan
Managing Director, The Presidio Group
Trends in Dealership Valuations and the Buy/Sell Market The dealership buy/sell market is very active today. Erin will examine some of the key drivers of this
activity including the credit markets, dealership profitability, supply and demand, blue sky values and
the expected growth in new car sales. It will also discuss buyer’s return on investment expectations and how those expectations determine what they are willing to pay for a dealership and its real estate. The
workshop will also review the dealership valuation cycle – why dealerships rise and fall in value and what could prompt the next decline.
About Ms. Kerrigan joined Presidio in 2011 as a Managing Director of the Automotive Investment Banking Group. At Presidio, Ms. Kerrigan is responsible for representing buyers and sellers of high value
dealerships and dealership groups. Prior to Presidio, she was a Senior Vice President at AutoStar, a
subsidiary of iStar Financial (NYSE: SFI). At AutoStar, Ms. Kerrigan led transaction origination and oversaw a $160 million dealership loan and lease portfolio.
Ms. Kerrigan is a recognized industry speaker and writer on the topic of finance and credit. She has
spoken at numerous national and international industry conferences, including the National Automobile Dealers Association (NADA), where she was ranked the number one speaker in 2012.
18 • DrivingSales President’s Club
Meet Skyler. Your Personal Performance Coach. Sometimes you need an extra push to get the results you’re looking for. That’s why DrivingSales University training comes with a personal performance coach like Skyler, who will help develop your personalized training plan and is right there with you to get started, answer questions, and ensure you’re reaching your goals.
Training + Live, Dedicated Performance Coaching = Real Results • Over 270 Courses • Downloads, Templates & Tools • Live Result Review with Management + Reporting • Personalized Performance Plans & Coaching
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DrivingSales President’s Club • 19
Duncan McCall
CEO & Co-Founder
Mobilize! Find Your Mobile Marketing Advantage How are auto dealerships and brands using the latest in location technology to gain an edge? Learn about advanced mobile capabilities and shift into high gear as you find new ways to achieve a
competitive advantage unseen in the mobile world. Hear case studies on how leading brands are leveraging data and technology to increase actual on-lot traffic.
About Duncan has a passion and background in the “location” space spanning many years. From time spent in RFID and universal positioning startups, to founding and leading a venture-backed
consumer Internet business with the goal of enabling and empowering users of location-aware
devices. Much of this experience has led to the vision behind PlaceIQ. Duncan’s experience in
early stage businesses goes beyond this market, having led the operational and system build of a
successful retail organization, growing it to a multi-location, multi-state enterprise. He also built
and led IS Solutions INC, a premier Silicon Valley based System Integrator. Outside of the startup environment, Duncan has also made an impact for one of the world’s largest organizations in working for ExxonMobil, in the UK and Asia.
20 • DrivingSales President’s Club
DrivingSales President’s Club • 21
Jonathan Ord
CEO, DealerSocket
People Efficiency, Process Execution, and Common CRM Breakdowns CRM — What is it good for? What does it mean? What are you missing? Are you involved? Should you be? It is about the experience! The experience of your employees, your customers, you and the resulting effect these “experiences” have on your bottom line.
About As CEO, Jonathan Ord sets vision and drives overall strategy for DealerSocket. Jonathan co-
founded DealerSocket in 2001 to create a revolutionary model for industry niche CRM applications. Both DealerSocket and Jonathan have received many accolades including being named Best Overall Company globally in the 2008 Stevie International Business Awards, Best Management Team in the
2009 American Business Awards, one of the Red Herring North American 100 in 2009. Additionally, Jonathan has been honored as one of the most successful young Entrepreneurs and Executives in
Southern California, being honored with the 2010 Excellence in Entrepreneurship Award from the Orange County Business Journal.
22 • DrivingSales President’s Club
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DrivingSales President’s Club • 23
Shaun Raines
Director of Business Development, DrivingSales
Turn Metrics and Knowledge into Profits There’s so much data out there to be had, but the real advantage is what you do with it. Learn the
best practices for analyzing vital marketing and sales metrics. Areas to be covered include: website
development, online-vehicle merchandising, third-party inventory sites and lead services, OEM leads, SEM, and operational structure.
About Raines is the Executive Director of the DrivingSales University. He is a 20-year automotive industry veteran who has dedicated the last 13 years to helping dealers effectively use the Internet to attract,
acquire and retain customers. Previously, Raines spent almost eight years with Reynolds & Reynolds, working with teams that launched and supported ground-breaking products, such as CarPoint.com
(Microsoft), CarsDirect’s Connect and Yahoo! Autos. Shortly after Reynolds & Reynolds bought their first web site company, Automark, Raines was promoted to Senior Manager, Trainer and Retention/Renewal Specialist. He later served as Business Development Manager for Reynolds Web Solutions. Shaun
eventually left Reynolds to start his own automotive Internet business, Dealer Advisor LLC, and in June
of 2009, joined ReachLocal as their Director of Automotive. A sought after speaker on digital media and
process, he has presented at Digital Dealer Conferences, OEM dealer events, the DrivingSales Executive Summit and multiple industry conferences.
24 • DrivingSales President’s Club
Try to Stay Calm We know you’ve been waiting for this.
1. Op en ba g 2. B reath into b deepl y ag 3. Ma rk calen your dar
October 13 - 15, 2013 Bellagio, Las Vegas www.DrivingSalesExecutiveSummit.com
Raj Sundaram
President, Dealer Solutions Group
Building Your Brand in the Digital Retailing Age Technology will enable important innovations in automotive retailing over the next three to five years, but for the next great transformation in automotive retailing to occur; digital capabilities
must be accompanied by a deep cultural change that is already taking place at leading dealers and
groups. A dealer’s brand will ultimately be driven by how they do business, both online and in the showroom.
About Raj Sundaram is President of Dealertrack’s Dealer Solutions Group. In this role, he is responsible
for product development, sales, and marketing of the company’s end-to-end portfolio of integrated solutions for automobile retailers. He joined the company in 2005, arriving with the acquisition of
Automotive Lease Guide (ALG), where he served as that company’s President. Earlier in his career, Sundaram held key positions with Nissan North America and Ford Motor Company.
Sundaram holds an MBA in Finance from Lehigh University, and has a Bachelor’s and a Master’s degree in Accounting.
26 • DrivingSales President’s Club
Tom Webb
Chief Economist for Manheim Consulting
Economic Trends to Steer Your Investing Tom helps us look at how future economic forces will shape labor market and conditions – the two
main drivers of new and used vehicle retail sales. There will also be a discussion of how the coming increasing in wholesale supplies will impact used vehicle prices and alter operating strategies.
About Tom Webb brings nearly 40 years of automotive experience to his role as Chief Economist for Manheim Consulting. Webb provides analysis of used car market activity based on data from
Manheim’s auctions and associated businesses. A summary of his findings is published annually in Manheim’s Used Car Market Report.
Prior to joining Manheim, Webb spent 26 years with the National Automobile Dealers Association (NADA) where he served as a spokesman and analyst for the nation’s franchised new car dealers and specialized in dealership financial analysis.
Webb graduated with honors from the University of Wyoming where he majored in economics. He did his graduate work in economics at Georgetown University.
DrivingSales President’s Club • 27
Receptions Opening Reception Sunday, April 21
5:30p - 7:00p in the Empire Room
Special Reception & Book Signing Monday, April 22
6:00p - 7:30p in the Empire Room Seth Godin will be signing his book, “The Icarus
Deception” during the Special Reception. His book is available free to all Dealers thanks to
28 • DrivingSales President’s Club
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About DrivingSales DrivingSales started out as a class project by founder Jared Hamilton, while a student at NADA’s Dealer Candidate Academy. As a third generation dealer, Jared grew up in the business. He learned every facet of dealership operations, with a focus on strategic leadership and financial management. While at the Academy, Jared saw a need for his classmates to easily stay in touch and maintain their valuable idea exchange once they returned to their stores.
As a result, Jared created the DrivingSales platform, an Internet-based, Wikienabled, social networking platform for his classmates. Due to the innate enthusiasm of dealers to be more successful, learn, and connect, combined with the truly viral nature of the Internet, the DrivingSales community began to grow. And just as any of us would do if we had the opportunity to take a high performance sports car out of the garage and onto the open highway, Jared opened it up, full throttle – welcoming all of us in the auto industry along for the ride.
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