SLO Down Your Burn Rate
Eliminating SEM and Marketing Spend Waste in Retail Auto
The Inaugural SLO Down Your Rate Dealer Seminar
Join us May 16th and 17th on California’s beautiful Central Coast to learn how to reduce and eliminate redundant and in-effective SEM spends at your dealership.
LIMITED TO 20 Dealerships – FIRST COME, FIRST SERVE, NO EXCEPTIONS
NO VENDORS Allowed to show or sell anything!
This will be a two day event that focuses exclusively on empowering Dealer Principals and General Managers with the ability to recognize, cut, and eliminate SEM waste faster than they can identify inconsistencies in their dealership “Doc.”
SEM Vendors, and their search engine vendors like Google, Yahoo, Bing, and Facebook have promoted the complexities in SEM that force DP’s & GM’s to rely on vendors, Internet Directors and more to determine the effectiveness of their SEM investments. In 100% of the dealer Google Analytics accounts we review we find redundant campaigns, in-effective campaigns, and lots of website visitor cannibalization. This 2-Day Seminar will demystify SEM for DP’s & GM’s and reduce and in many cases eliminate their SEM expenses all together.
The seminar will include hands-on “LABORATORY” sessions. Each DP/GM, will be assisted with logging into their Google Analytics account to learn how to identify waste and cannibalization in less than 5 minutes. For their dealership or any dealership. (Laptops / Tablets are required for the “Lab Session”)
You’ll Learn:
- The TRUTH about how online shopper shop… we’ll prove it to you, no theory.
- How much of your SEM spend is CANNIBALIZING your existing traffic…. We’ll prove it to with your own Google Analytics data, no theory.
- How to measure Amplification & Lift in Organic and Direct traffic… Dwith your own Google Analytics Data, no theory.
This is a Dealer Principal & General Manager event only. DP’s & GM’s may bring their Internet Directors/eCommerce Directors/Marketing Directors if they choose. Internet Directors/eCommerce Directors/Marketing Directors are not allowed without a DP/GM/GSM.
Agenda
Day 1:
8:00 am – Breakfast
9:am – Introductions
Town Hall-Esque Discussions
9:30am – Opening Session – Why SEM does NOT work in Retail Auto – Ron Morrison
9:45am – Bio / Call / Text / Email Break
10:00 am – Dealer Keynote – Alex Jefferson – How we saved $140K per year
10:45 am – Both sides of the street, an SEM Vendor / BDC Directors Confessions – Tim Rowe
11:15 am – What I saw living inside of GA while working for a large marketing agency – Ryan Jenkins
12:pm – LUNCH
Town Hall-Esque Discussions Continued
1:00 pm – They find you, and then they call you. What then? – Chip King
1:45 pm – Bio / Call / Text / Email Break
2:00 pm – Now they’re in your showroom. What then? – Joe Webb
3:00 pm – Operational Efficiency is FAR more important than Maketing – Pedram Faed
3:45 pm – Bio / Call / Text / Email Break
4:00 pm – And then it’s about what your market says about you – Jeff Clark
5:00 pm – Wine Tasting Private Event
Day 2:
8:00 am Breakfast
9:00 am – Attendee Observations, Questions, dealer-to-dealer discussions (this is where presenters just shut up, listen, and take notes)
10:15 Bio / Call / Text / Email Break
10:30 – Google Analytics LAB – SEEING YOUR traffic channels
11:00 – How do Campaigns / Ad Units Cannibalize organic / diect traffic – Ryan Jenkins
11:30 – Google Analytics LAB – SEEING YOUR Cannibalized traffic
12:00 – Lunch
1:00 pm – Google Analytics from a DP/GM perspective Jam Session – Panel
1:30 pm – Google Analytics LAB – SEEING Your Top Model Campaigns that Cannibalize your traffic
2:00 pm – SERIOUSLY Mr. OEM? Mr. Tier 2? WTF!!!?? Why are you doing this to us? – Ron Morrison / Ryan Jenkins
2:30pm – Bio / Call / Text / Email Break
2:45 pm – Google Analytics LAB – “yeah, about those Off-Brand & Service Campaigns” – Ryan Jenkins & Alex Jefferson
3:15 pm – Attendee Observations, Questions, dealer-to-dealer discussions (this is where presenters just shut up, listen, and take notes)
4:00 pm – Confessions of an Automotive Marketing Sales Rep – Ron Morrison
4:45 pm – Dealership Savings Assessments – Each participant reviews approximately how much they can now confidently save in SEM / Marketing