Sheraton Harborside Portsmouth May 20, 2013

David Kain of Kain Automotive has an extensive automotive retail background, having grown up in his family’s Ford dealerships. He has served in various positions over the years, including dealer principal at Jack Kain Ford, where he remains a partner today. His Internet experience includes developing his own dealership internet operation and being a co-founder of FordDirect.com, the dealer/factory-owned joint venture that is the Internet lead provider to Ford and Lincoln dealers, where he served as the chief operating officer until he developed KainAutomotive.com.While David primarily provides in-dealership training, he is also an active speaker at many industry events, including the NADA Convention, state associa-

tion workshops, Digital Dealer, and manufacturer training conferences. He is a regular contributing writer to industry publications and eNewsletters including Ward’s Dealer Business, Dealer.com eNews-letter, BlackBook eNewsletter and others.

NH Automotive Digital Conference

How to Like, Tweet, Pin, +, Blog, Tube, & Build a Rep That Motivates Buyers to Your CompanyBusiness Breakout Sessions 1 and 38:30 a.m. - 10:00 a.m. and 1:00 - 2:30 p.m.

Every dealership can benefit from an effective Social Media and Reputation Management Strategy but what are the essentials? In this workshop you will learn the fundamental elements to designing an effective strategy and maintaining it onsite or offsite. Learn what social media users value and how your dealership can meet their expectations so you can enhance your dealership’s presence where customers hang out online. In addition, you will learn how to benefit from a strong reputation online that equals your offline reputation and how to manage it effectively so you entice customers to consider your company. This class is for dealerships/companies that are just starting or have kicked off their social media activities but need direction on how to make it more effective.

Advanced Tactics in Social Media, Reputation Management, & Digital Marketing Business Breakout Session 210:30 a.m. - Noon

Once your dealership has a good platform in place to participate in Social Media and to manage their online reputation it’s time to see how you can leverage it to sell more vehicles. This workshop will demonstrate proven practices from dealerships that have cracked the code and re-ally know how to motivate social media users to select their dealership when they are in the market. In addition, we will talk about advanced strategies in overall Social Media and Reputation Manage-ment from companies outside of Automotive to inspire you to think outside the box. This class is for dealerships that have Social Media and Reputation Management strategies in place but wish to leverage it to greater impact.

Overview of PresentationsSheraton Harborside Portsmouth May 20, 2013

Brian Pasch is the CEO of Pasch Consulting Group (PCG). He is a 20-year vet-eran of the direct marketing industry. His career has spanned both management and technology roles. Brian continues to lead research into digital marketing plat-forms. PCG continually tests new digital marketing strategies which can provide a cost effective channels for business advertising and lead generation. Brian Pasch and his staff are currently rating the effectiveness of the top social networking and blogging portals.PCG works for and with an ever-growing number of auto dealers and dealer groups from all over the country to maximize results of their digital marketing efforts.

Driving NH Forward . . . NH Automotive Digital Conference May 20, 2013 Sheraton Harborside Portsmouth

Creating a Comprehensive Digital Marketing StrategyBusiness Breakout Session 18:30 - 10:00 a.m.

Brian will walk dealers through the latest insights and processes to significantly increase the closing ratio of sales opportunities in the dealership. Brian will review the most updated blueprint for lead handling strategies, CRM processes, and customer communications. If your dealership wants to con-sistently close leads at over 20%, month after month, you should attend this workshop.

New Insights Using Google Analytics to Measure ROIBusiness Breakout Session 210:30 a.m. - Noon

Brian will show dealers how to use their Google Analytics reporting tools to show which advertising strategies are delivering the best ROI. Learn how to use Google Analytics to see trends that relate to an increase in sales opportunities. Also included in this workshop is new ways to evaluate the ef-fectiveness of traditional advertising, digital advertising, and vendor partners involved in dealership marketing. Dealers who want a clearer picture on which marketing investments are working at their dealership should attend this workshop.


The Fundamentals of Online Automotive MarketingBusiness Breakout Session 210:30 a.m. - Noon

Nothing has affected how people buy cars more than the Internet. In fact, you can safely assume that more than 90% of the shoppers who walk into your dealership have done at least some research on the Internet about you, your cars and what people are saying about you. In this introductory work-shop, you’ll learn about why the Internet works as the primary influence to get car shoppers to walk into your dealership. You’ll also learn about consumers’ mindset, how much and where they spend their time online when they are shopping for a car, best practices for merchandising and the impor-tance of online reputation management. This session is appropriate for beginners.Learning Objectives:1. How the Internet influences car shoppers 2. Learn how you can influence shoppers with great merchandising and information 3. Understand why you need to manage your online reputation (This session was presented at the 2012 Fall Digital Dealer Conference, and was one of the top 10 attended sessions at the Conference)

Glenn Pereira, manager, industry education, AutoTrader.com, has more than 24 years of experience in the automotive industry, and his dedication to continuous improvement and a positive attitude have been the cornerstone of his career. For dealers, Glenn’s innovative insights and real-world automotive retail background make him particularly relatable in his role.Prior to joining AutoTrader.com, Glenn was the Director of Operations for a large dealer group. In addition to his retail experience, Glenn has also worked for a major automotive manufacturer and consulting firm. In 2007, Glenn graduated from the NADA Dealer Academy. This course work allowed Glenn to enhance his knowledge of retail operations and provide further

value to dealers. During his free time, Glenn enjoys motorcycles, boating, ice hockey and playing the drums. He resides in the Pocono Mountains of Pennsylvania.


Five Steps to Maximize Your Presence in Today’s Digital MarketplaceBusiness Breakout Session 31:00 - 2:30 p.m.

Level: Intermediate

Yesterday, it was OEMs, third-party sites and your own dealership site. Today, it’s a complicated maze of blogs, social networks, review sites, SEO/SEM and more that have fundamentally altered how shoppers find you. In this session, we will share what car shoppers want to see online and out-line five steps dealers can take to improve their visibility in the digital marketplace.

Learn more about each of the following steps to maximize your digital presence:

1. Make your cars stand tall on third-party sites

2. Have a strong presence on Google

3. Continually optimize your dealership website

4. Build relationships with social media

5. Proactively manage your online reputation

Glenn Pereira, manager, industry education, AutoTrader.com

Continued


Charlie Polston is a profitability and customer retention consultant with BG Products. BG Products specializes in innovative automotive service center growth solutions through a Maintenance Awareness Program. This program

targets three key areas: new technology services, effective marketing strategies and dynamic training seminars. Charlie has been with BG Products since 1982 and has taught hundreds of workshops and seminars. He currently serves as a senior instructor on the faculty of BG University. He has trained over 5,000 automotive professionals nationwide and conducts monthly regional seminars for shop owners, managers, advisors, and technicians. Charlie conducts bi-weekly webinars for automotive profes-sionals designed to help service centers increase traffic on the drive, increase customer loyalty, and increase bottom-line profitability. He also writes a bimonthly article for Auto, Inc. magazine and has been a workshop leader numerous times at the NADA convention and at CARS during SEMA.

A Multi-Point Inspection Process That Really WorksBusiness Breakout Session 18:30 - 10:00 a.m.

Every service department has a multi-point inspection form, but few are actually making money with it!In this workshop, you’ll learn a proven process that will take pressure off your advisors, keep your technicians happy, find approval with your customers, and increase your fixed-ops revenue.The workshop will focus on action points on how to implement the process, sustain the process, and most importantly, create a lifetime annuity stream through selling technician-recommended mainte-nance.

Learning Objectives:• Implement and sustain a multi-point inspection process• Recognize barriers to effective communication between techs and advisors• Understand what it means to keep the “door of opportunity” open at the time of write-up• Overcome the “fear of rejection” that keeps advisors from selling service• Formulate an action plan to motivate service personnel to work together for the good of both the vehicle owner and the dealership

Special Thanks to BG Products

for sponsoring and bringing Charlie Polston to New Hampshire.


Effective Internet Lead Management StrategiesBusiness Breakout Session 210:30 a.m. - Noon

Every sales lead can be a revenue generating opportunity. Dealerships must have the right process and tools in place to make sure leads are properly guided towards the right sales opportunity. Effec-tive Internet Lead Management Strategies will teach attendees the important business procedure that combines tools with techniques to enable effective leads generation, management and tracking of new sales prospects.

Effective Internet Lead Management Strategies will teach attendees to:

• Capture leads through various sources

• Assign new leads to sales persons based on specific criteria

• Properly follow up with sales inquiries

• Qualify leads to next stage based on the information captured in lead details

• Effectively nurture leads until they grow up to prospective buyers

Stan Sher is president and founder of Dealer eTraining, a full service automo-tive internet sales, business development training, and digital marketing training/consulting company. While working as a national internet sales trainer, Stan has created customized, powerful follow-up processes for the phone and email that bring dealerships much success.As a writer and contributor to the automotive dealer community, Stan has a con-tinual blogging presence within and has been published in some of the most re-spected auto industry websites and magazines, including: Digital Dealer Magazine,

Dealer Marketing Magazine, Automotive Digital Marketing, DealerElite.net, DrivingSales, and Auto Dealers Network.


The Evolution of the BDC: Has Your Dealership Evolved?Business Breakout Session 31:00 - 2:30 p.m.

Exploding advances in related technology has driven rapid advancement of traditional BDC strate-gies.

Learn the new benchmarks often driven by new technologies. Learn why so many BDC operations continue to fail.

Twenty years ago dealership Business Development Centers were nothing more than phone rooms where low-performing salespeople were sent as a sort of punishment. The Internet changed that and BDC operations became more formalized and technology-driven.

Today’s BDC is a critical part of the car dealer’s customer handling strategy. But it takes many forms. Has your BDC evolved … have you advanced along with the new capabilities?

You will learn:

• Why the failure rate of BDCs is so high and how you can avoid the pitfalls

• How to develop BDC processes that work today

• New benchmarks for measuring BDC performance

• How to integrate your BDC and CRM systems

• An action plan for staying current on BDC developments

Stan Sher is president and founder of Dealer eTraining

Continued

Preventing Fraud at Your CompanyBusiness Breakout Session 31:00 - 2:30 p.m.

In this business session, Ernest Tyler, founding partner of Tyler, Simms, & St. Sauveur, CPAs, P.C., will review key policies and procedures that will assist in preventing fraud at your company.

Estimates show that the typical organization loses 5 percent of its revenues to fraud each year. Ap-plied to the estimated 2011 Gross World Product, this figure translates to a potential projected global fraud loss of more than $3.5 trillion.

Closer to home, occupational fraud is a significant threat to small businesses. The smallest organiza-tions suffered the largest median losses. These organizations typically employ fewer anti-fraud con-trols than their larger counterparts, which increases their vulnerability to fraud.

The presence of anti-fraud controls is notably correlated with significant decreases in the cost and du-ration of occupational fraud schemes. Victim organizations that had implemented any of 16 common anti-fraud controls experienced considerably lower losses and time-to-detection than organizations lacking these controls.

Most occupational fraudsters are first-time offenders with clean employment histories. Approximately 87% of occupational fraudsters had never been charged or convicted of a fraud-relat-ed offense, and 84% had never been punished or terminated by an employer for fraud-related con-duct.


Ernest R. Tyler, CPA, is the founding partner and president of Tyler, Simms & St. Sauveur, CPAs, P.C., an NHADA silver partner. He has practiced in public accounting and private industry since 1982 and oversees personnel recruitment at the firm. Ernie graduated from New Hampshire College with a degree in account-ing and is a CPA in New Hampshire, Florida and Vermont. He is a member of the American Institute of Certified Public Accountants and is the firm representative for the NHADA. Ernie has developed specific expertise in automobile dealerships and automobile-related industries, trucking and wholesale distribution, as well as family and indi-vidual business and tax issues and business taxation. He has extensive experience

in representing clients in front of the IRS, including successfully defending issues related to LIFO inventory compliance, owner compensation, purchase price allocation and automobile demonstrator use.

Chris Weiss, is president of Crest Auto World in North Conway, NH. In the last 8-12 months, Chris has been working to develop a strong online dealership and has learned the hard way what tools are needed to be successful online. In that time period, Crest has sold vehicles to Pennsylvania, New York, Kentucky, Wis-consin, Ohio, and areas in New England not considered his standard market areaChris is a very hands-on dealer and has first-hand knowledge for what it takes to make online systems work. He looks forward to generating a frank discussion on this topic.Chris is also NHADA 2nd Vice Chair and is very active on the NHADA Board of Directors.

The Online Puzzle: Discussion on Programs, Systems, & Tools Needed to be Successful OnlineBusiness Breakout Session 18:30 - 10:00 a.m.

This will be a frank discussion on the different programs, systems, and tools you need to be success-ful online. Too many vendors and manufacturer programs get you to sign up for one piece of the puzzle and don’t provide the full picture.

We will talk about what your goals and expectations are. Not everyone is going to be a powerhouse, we will talk about the very basics as well to avoid the alienation of your current customer base.


Documents

Sheraton Harborside Portsmouth May 20, 2013