AAAS 2021

DAILY CONFERENCE
SCHEDULE

CLICK TO EXPLORE BY EDUCATIONAL TRACKS

7:00am

DAY 1 | 7:00AM

Registration Opens

8:00am

DAY 1 | 8:00AM

Exchange 1-4

Sunday Morning Inspiration

Led By: Carrie Pasch | Public Speaker, Author & Brian Pasch | Founder – Brian Pasch Enterprises

8:45am

DAY 1 | 8:45AM

Morning Break

9:30am

DAY 1 | 9:30AM

Plaza 1

Workshop 1A

How To Audit Your Website to Uncover Which Shopper Events Are Not Being Tracked in Google Analytics

Your website is your online showroom, so shouldn’t you know if visitors are shopping, researching, or visiting for service? Looking at pageviews or VDP views is not sufficient to measure shopper intent. Dealership managers need to learn how to inspect their websites to see if critical shopping actions, clicks, swipes, or button clicks are being recorded into Google Analytics. Once shopper engagement is visible in Google Analytics, custom audiences of sales and service shoppers can be created to improve marketing campaigns. Attendees should bring their laptops and their login to Google Analytics so they can inspect their website(s) during the workshop and build the skills they need to lead their dealership when they return from the conference.

Led By: Brian Pasch | Founder – Brian Pasch Enterprises

Google

9:30am

DAY 1 | 9:30AM

Plaza 2

Workshop 1B

New BDC and Sales Performance Metrics For Selling Used Cars Online

Led By: Jasen Rice | Owner – Lotpop

New Perspective

9:30am

DAY 1 | 9:30AM

Salon 1

Workshop 1C

You Don’t Need a bDC for follow up Leads!
How an OEM Brand in the Netherlands with 105 Stores went from 8.9% to 14.2% in Leads to Sale Conversion

In this workshop Paul describes the 6 steps for a better lead conversion from an OEM or Dealer Holding level to their (online) salesforce. Each step was designed to get the best online client experience resulting in more then 2500 new cars sold extra truth their online channel. Big part of this is that the salesperson was in charge of the lead, and not a BDC environment. The 4 traits of the consumer 2021 was the backbone of the 6 steps programme, which also is executed in Germany and Belgium.

Led By: Paul de Vries | Founder – #DCDW

New Perspective

10:30am

DAY 1 | 10:30AM

Coffee Break

10:45am

DAY 1 | 10:45AM

Plaza 1

Workshop 2A

How To create google analytics goals to identify engaged car shoppers and to optimize google ads campaigns

Brian Pasch has developed a new framework for measuring website engagement and conversions for sales and service visitors in Google Analytics. Brian will be sharing how to create two new Google Analytics Views to fully optimize Google Ads campaigns. Brian will also discuss his new marketing playbook which guides dealership managers which goals to use for campaign optimization. Since most every dealer using Google Ads. Attendees should bring their laptops and their login to Google Analytics so they can inspect their website(s) during the workshop and build the skills they need to lead their dealership when they return from the conference.

Led By: Brian Pasch | Founder – Brian Pasch Enterprises

Google

10:45am

DAY 1 | 10:45AM

Plaza 2

Workshop 2B

OTT & Me: what you need to know about automotive’s newest ad channel

Led By: Tim Bowles | Video Strategy & Data Insights Executive – Dealer eProcess

OTT/Video Marketing

10:45am

DAY 1 | 10:45AM

Salon 1

Workshop 2C

how to use data and AI to acquire used inventory that sell faster and at higher profit

RXA and Outsell will walk through the process of using Google Search Trends combined with customer lifetime value metrics and individual dealership characteristics to find the optimal used inventory. These used vehicles sell faster, at higher profit, and to customers who are more likely to service and repurchase. Using data from local markets, your own CRM and your service lanes, you can focus your team’s efforts on acquiring the best performing vehicles.

Led By: Jason Harper | CEO – RXA

Strategy Ideas

12:00pm

DAY 1 | 12:00PM

Welcome Lunch

Booth Challenge | Networking

2:00pm

DAY 1 | 2:00PM

Main Ballroom Salon 2 & 3

Opening General Session

Led By: Brian Pasch | Founder – Brian Pasch Enterprises

2:30pm

DAY 1 | 2:30PM

Main Ballroom Salon 2 & 3

Google SEM Research Report Findings

Led By: Brian Pasch | Founder – Brian Pasch Enterprises

3:00pm

DAY 1 | 3:00PM

Main Ballroom Salon 2 & 3

Weaponizing Call Outcomes

Presented By:

Brian Pasch | Founder – Brian Pasch Enterprises
Sarah Ciociola | Paid Media Director – PCG Digital
Ford Kirk | Strategic Partnerships – Car Wars

Conversational Commerce

3:45pm

DAY 1 | 3:45PM

Coffee Break

4:00pm

DAY 1 | 4:00PM

Main Ballroom Salon 2 & 3

Main Stage Panel #1

Using data to drive performance and profitability

Brian Pasch will be hosting a panel discussion on how dealers should be using their data to identify opportunities to improve marketing, sales efficiency, and profitability. The panelists will be sharing new metrics and KPIs to help dealers advance their reporting and decision-making tools. Brian will also be calling out metrics that are fluff with little value to modern automotive retailers, yet many dealers still use them at 20-Group meetings and vendor performance reviews. Get ready to learn and be open to change, because the opportunity to move past meaningless metrics will be provided.

Moderator:  Brian Pasch | Founder – Brian Pasch Enterprises

Speakers:

Matt Kristo | Director of Analytics Services – Outsell
Tom Kerr | President – Affinitiv Advertising
Anthony Giagnacovo  | CEO – CallRevu
Fleming Ford | Chief Strategy Officer – Quantum5
Amber Daniel | Director, Product Strategy – Polk by IHS Market

Strategy Implementation

5:00pm

DAY 1 | 5:00PM

Main Ballroom Salon 2 & 3

Keynote Address

SEARCHWARS | Episode 1 – The great pandemic

Led By: Tim Martell | CEO, Founder – Wikimotive

SEO

5:45pm

DAY 1 | 5:45PM

Cocktail Reception

Sponsored by, Experian, Outsell, Digital Motors, Clarivoy, Spectrum Reach, Sincro

EDUCATIONAL TRACKS

Sales Process

Analytics

Digital Retailing

Marketing Strategies

7:00am

DAY 2 | 7:00AM

Breakfast Sponsored by PCG Digital

8:00am

DAY 2 | 8:00AM

Main Ballroom Salon 2 & 3

Keynote Address

Digital Marketing Strategies and ROI

Presented By:

Bob George | Associate Vice President – Dealer.com
Kevin LeSage | Director – Autotrader

Strategy Ideas

9:00am

DAY 2 | 9:00AM

Main Ballroom Salon 2 & 3

Keynote Address

This changes everything | what is REAL-TIME RETAIL?

Led By: Tim Cox | Founder, VP –  CarNow
Mike Seeman | SVP of OEM Relations – CarNow
Andy Wright | Dealer Principal – Vinart Dealer Group

Sales Enhancement Tools

10:00am

DAY 2 | 10:00AM

Coffee Break

10:30am

DAY 2 | 10:30AM

Main Ballroom Salon 2 & 3

Spectrum Reach Video Presentation

Presented By:

Bill Herman | VP Advanced Advertising Sales – Spectrum Reach

11:00am

DAY 2 | 11:00AM

Main Ballroom Salon 2 & 3

Main Stage Panel #2

The latest innovations with digital retailing platforms

There are more companies offering digital retailing, modern retailing, or remote retailing tools than ever before but can consumers truly execute a legally binding sale online? Brian Pasch has invited technology leaders to this panel to see where the future of automation is heading and how can dealers prepare for OEM mandates that take consumers off their website to book a new vehicle purchase?

Moderator:  Brian Pasch | Founder – Brian Pasch Enterprises

Panelists:

Steve Zabawa | CEO – WebBuy
Rusty West | President, CEO – Market Scan
Aaron Bickart | EVP, General Manager – OfferLogix
Angelica Jeffreys | VP, Enterprise Alliances-Automotive – Equifax
Kevin Kohlmeyer | Senior Manager, Enterprise Solutions – Upstart Auto Retail
Brett Pomerantz | Senior Director Product – Autotrader

New Perspective

12:00pm

DAY 2 | 12:00PM

Lunch

1:00pm

DAY 2 | 1:00PM

Plaza 1

Workshop 3A

Cobra Kai – Adapt or Die with Revolutionary Changes to Your Website

Learn how the Jeff Wyler Auto Family removed forms from their websites and not only improved conversion, but also became more consumer-facing. You will also learn a surprise benefit from taking this revolutionary step, while also see the challenges you will face with your team when you make this significant change.

Led By: Kevin Frye | Marketing Director – Jeff Wyler Automotive

New Perspective

1:00pm

DAY 2 | 1:00PM

Plaza 2

Workshop 3B

“Hello! are you there?” – being present when your customers want to connect

The expectations of consumers for buying a car is moving towards convenience and speed.
But the one thing that will never change is every sale begins with a conversation
From Messenger, WhatsApp, Chat, Text, Video, Email: the list goes on and on
Is your dealership prepared to connect with consumers where they want to?
 
In this workshop Marija and Glenn will share strategies and processes to help your dealership connect with more customers to create more conversations. More conversations = more sales. Let’s be ready to answer their call

Led by:

Glenn Pasch | CEO, Partner – PCG Digital
Marija Cvetkovska | SEM Specialist – PCG Digital

Strategy Implementation

1:00pm

DAY 2 | 1:00PM

Salon 1

Workshop 3C

Holding your Vendors Accountable Using Google Analytics

Led By: Colleen Harris | Senior Product Manager, Business Intelligence – Sincro

Google

1:00pm

DAY 2 | 1:00PM

Exchange 1-4

Workshop 3D

Get Quality VDP Views for 15 Cents – A Crash Course in Setting up and Optimizing Facebook Dynamic Automotive Inventory Campaigns

Learn how the Garber Automotive Group gets quality VDP views for 15 cents by using Facebook automotive inventory ad campaigns they run in-house. You’ll leave the session with a step by step guide of how to do the same at your store – starting with how to create an inventory catalog, install a Facebook pixel, launch your first campaign yourself, and 9 advanced tips & tricks. The best part – you don’t have to increase your advertising budget and you can track the exact number of sold units / gross profit it generates.

Led By: Ryan Everson | Corporate Digital Marketing Director – Garber Automotive

Social

2:00pm

DAY 2 | 2:00PM

Plaza 1

Workshop 4A

full funnel focus

Led By: Chuck Schofield | Senior Director Business Development – Digital Motors

Strategy Ideas

2:00pm

DAY 2 | 2:00PM

Plaza 2

Workshop 4B

Is your data lying to you?

Led By: Micah Birkholz | National Sales Manager – Vistadash

Sales Enhancement Tools

2:00pm

DAY 2 | 2:00PM

Salon 1

Workshop 4C

Pivoting Your Paid Social Media Strategy To On-Facebook Destination Advertising

Up until now, Dealers have always driven their Paid Social traffic to SRPs and VDPs. In our new digital climate, this strategy is no longer as effective as it once was. During this workshop, dealers will learn the benefit of pivoting their Paid Social Media strategy to include more On-Facebook destination advertising, how to implement, and how to measure this type of social advertising strategy. Dealers will also be given a first-time look at Facebook’s new Attribution Tool and what the industry can expect with its release.

Led By: Sarah Ciociola | Paid Media Director – PCG Digital

Social

2:00pm

DAY 2 | 2:00PM

Exchange 1-4

Workshop 4D

redefining data reporting & measurement for dealers

Led by:

Nathan Hollenbeck | Vice President of Marketing – Del Grande Dealer Group
Jeremy Beaver | President – Del Grande Dealer Group

New Perspective

2:45pm

DAY 2 | 2:45PM

Coffee Break

3:00pm

DAY 2 | 3:00PM

Main Ballroom Salon 2 & 3

Keynote Address

The Data Doesn’t Lie. Not Everyone is a High Value Customer – Is it Time to Think Differently?

Do you know who your high value customers are? Who are your most important customers? Is your answer all of them? You are wrong. Engage more deliberately with the customers who matter the most.

 

30% of your customers account for 80% of the total gross profit from existing customers. For luxury, it’s only 20% of your customers. Let that sink in for a minute. What are you doing differently for those customers? How are you tracking and reporting on those high value customers? Are these folks born or bred? Join Gary Marcotte, SVP of Customer Engagement Innovation, Outsell, Valerie Vallancourt, Vice President of Marketing, Outsell, and Jason Harper, Co-Founder & CEO, RXA as they share more takeaways from a just-released study from Outsell and RXA on the importance of high value customers, how they behave and some of the interesting ways to engage with them.

 

Attend this session to learn how to:

 

  • Identify high value customers,
  • Ways to nurture high value customers,
  • Target these customers with new techniques including inventory, and 
  • Retain high value customers who want to change OEM brands

Presented By:

Valerie Vallancourt | VP of Marketing – Outsell
Gary Marcotte | SVP of Customer Engagement Innovation – Outsell

TBD

4:00pm

DAY 2 | 4:00PM

Main Ballroom Salon 2 & 3

Main Stage Panel #3

how consumers are using digital retailing tools and the data to back it up

As digital retailing has evolved, many assumptions have been made on how customers will use the technology. What we thought was important in reality may not have been.  On this panel, we will review real customer data on how they used DR technology. We will then discuss how these dealers used the data to adapt their internal processes to deliver the faster & easier buying experience they promised their customers. 
Tactical insights from these impressive dealership leaders.

Moderator:  Glenn Pasch | CEO, Partner – PCG Digital