2022 mrc | AGENDA

MRC 2022’S DAILY SCHEDULE

DAY ONE AGENDA | MRC 2022

sunday, november 13

8:00AM

Join Carrie Pasch for a Sunday Morning Inspiration session!

downtime

10:00AM

Led By: Brian Pasch

A private session for members of the Automotive Standards Council for GA4. Interested in getting involved?
Apply to join here

private

11:30AM

Open Lunch time to go explore Palm Beach, grab a bite to eat and network with fellow attendees 

downtime

12:30PM

CREATIVE

The Big Picture (Orientation)

ROOM:

Plaza 1

LED BY:

Paul J Daly, ASOTU

In this orientation session attendees will be introduced to all Creative Track instructors as well each other as the journey begins. We will lay the groundwork and philosophies driving the bigger picture of the creative eco system including; brand, imagery, video, design, and copy.

MARKETING

Work it. Data Driven Decisioning to Eliminate Marketing Waste.

ROOM:

Plaza 2

LED BY:

Kirsten Von Busch, Experian
Kelly Lawson, Experian

Let the data do the work. Savvy marketers use a data-based decisioning approach to learn about their consumers before choosing the best audience. Go beyond basic customer lists by exploring comprehensive market trends along with consumer preferences and segmentation and take your multi-channel and omni-channel marketing strategies to the next level.

This sounds obvious, but are you analyzing your existing market and 1st party data and combining it with 2nd and 3rd party data to identify and reach consumers across their preferred channels to create marketing campaigns that resonate? Are you aware of what vehicles consumers are driving or are most likely to purchase? Have you explored consumer preferences for vehicle price, model fuel type, or financing vs leasing? Are you utilizing audiences built on automotive criteria as well as consumer segmentation to your audience creation process for a truly automotive based marketing campaign? Are you able to target messages to these consumers based on predictive ownership or the likelihood of their being in-market within the next six months?

The ability to answer these questions and more is critical to eliminate marketing waste while improving consumer experience to provide you with a more significant return on marketing spend. In this workshop you will learn how to leverage consumer, vehicle, and credit data to drive effective marketing strategies!

SALES PROCESS

What Does a Modern VIDEO Sales Process Look Like?

ROOM:

Salon 1

LED BY:

Brent Williams, Snapcell

Video communications are the new table stakes for a modern sales process. However, integrating video into your sales process is not always scalable. Brent Williams and the team from Snapcell will showcase dealers who have integrated video with amazing results.

 

With 77% of millennials being regular drivers, an average of 18 hours spent on the internet researching a vehicle before anyone has set foot in your dealership and the need for instant gratification increases, so does the customer service to be where the customer is at.

 

This workshop will surprise you with how video solutions compliment your current processes with backed up statistics that will blow you away!

 

With over a hundred years of combined in-dealership experience across the globe, our mission is for you to succeed. This is an inspiring time of refreshed optimism with tools that are not only exciting to use, bring results but also create the all important trust and transparency to your dealership.

 

Let’s come together and show how you can increase revenue, appointment shows and CSI’s across every department!

Key Takeaways:

  • How the customer buying journey has changed
  • Present sales process versus the customer experience
  • What we can learn from the European market

hr & training

The Modern Hiring Plan is a Modern Retention Plan

ROOM:

Exchange 1-4

LED BY:

David O’Brien, Quantum5

The Modern Hiring Plan is a Modern Retention Plan

 

Attendees will get exposed to:

  • The critical data around industry retention by position
  • The data around current employee satisfaction
  • Dissecting the reasons employees says they are considering leaving
  • Diagnosing your dealership – how to get the data
  • Building a five step plan for retention
  • Bonus round: the incentives working when hiring and retaining

 

The most important focus for leaders in dealerships today is the ability to identify who is at risk, how will you develop and retain them. The impact of the Big Quit and the Big Regret leave us with a difficult job market. Finding new people and not getting your department by department retention higher is a dangerous game. People attending this session will get the data and the strategy to shift to a more effective strategy.

Google Analytics V4

Tech Exchange: Programming GA4 Events and Parameters

ROOM:

Salon 1

LED BY:

Brian Pasch, Brian Pasch Enterprises

This workshop is for Automotive Standards Council Members who are involved in the coding and data layer implementation of GA4. The workshop will be a think tank and ideas exchange to help more companies implement the GA4 Specification.

CREATIVE

The Big Picture (Orientation)

ROOM:

Plaza 1

LED BY:

Paul J Daly, ASOTU

In this orientation session attendees will be introduced to all Creative Track instructors as well each other as the journey begins. We will lay the groundwork and philosophies driving the bigger picture of the creative eco system including; brand, imagery, video, design, and copy.

MARKETING

Work it. Data Driven Decisioning to Eliminate Marketing Waste.

ROOM:

Plaza 2

LED BY:

Kirsten Von Busch, Experian
Kelly Lawson, Experian

Let the data do the work. Savvy marketers use a data-based decisioning approach to learn about their consumers before choosing the best audience. Go beyond basic customer lists by exploring comprehensive market trends along with consumer preferences and segmentation and take your multi-channel and omni-channel marketing strategies to the next level.

This sounds obvious, but are you analyzing your existing market and 1st party data and combining it with 2nd and 3rd party data to identify and reach consumers across their preferred channels to create marketing campaigns that resonate? Are you aware of what vehicles consumers are driving or are most likely to purchase? Have you explored consumer preferences for vehicle price, model fuel type, or financing vs leasing? Are you utilizing audiences built on automotive criteria as well as consumer segmentation to your audience creation process for a truly automotive based marketing campaign? Are you able to target messages to these consumers based on predictive ownership or the likelihood of their being in-market within the next six months?

The ability to answer these questions and more is critical to eliminate marketing waste while improving consumer experience to provide you with a more significant return on marketing spend. In this workshop you will learn how to leverage consumer, vehicle, and credit data to drive effective marketing strategies!

SALES PROCESS

What Does a Modern VIDEO Sales Process Look Like?

ROOM:

Salon 1

LED BY:

Brent Williams, Snapcell

Video communications are the new table stakes for a modern sales process. However, integrating video into your sales process is not always scalable. Brent Williams and the team from Snapcell will showcase dealers who have integrated video with amazing results.

 

With 77% of millennials being regular drivers, an average of 18 hours spent on the internet researching a vehicle before anyone has set foot in your dealership and the need for instant gratification increases, so does the customer service to be where the customer is at.

 

This workshop will surprise you with how video solutions compliment your current processes with backed up statistics that will blow you away!

 

With over a hundred years of combined in-dealership experience across the globe, our mission is for you to succeed. This is an inspiring time of refreshed optimism with tools that are not only exciting to use, bring results but also create the all important trust and transparency to your dealership.

 

Let’s come together and show how you can increase revenue, appointment shows and CSI’s across every department!

Key Takeaways:

  • How the customer buying journey has changed
  • Present sales process versus the customer experience
  • What we can learn from the European market

hr & training

The Modern Hiring Plan is a Modern Retention Plan

ROOM:

Exchange 1-4

LED BY:

David O’Brien, Quantum5

Stay tuned for more information!

Google Analytics V4

Tech Exchange: Programming GA4 Events and Parameters

ROOM:

Salon 1

LED BY:

Brian Pasch, Brian Pasch Enterprises

This workshop is for Automotive Standards Council Members who are involved in the coding and data layer implementation of GA4. The workshop will be a think tank and ideas exchange to help more companies implement the GA4 Specification.

workshops

1:30PM

CREATIVE

Keeping Brand at the Center and Leading from the Middle

ROOM:

Plaza 1

LED BY:

It’s no secret that creatives in Automotive can sometimes be looked at as the ‘arts and crafts’ department. However, creatives are a critical element of defining and deploying a Dealer’s brand both internally and externally. You can and should be a leader. The industry NEEDS you to be. We’ll talk about practical ways you can lead your entire store or group (even your GM) to be the best version of themselves.

MARKETING & ANALYTICS

The Car Dealers' Guide to GBP

ROOM:

Plaza 2

LED BY:

Greg Gifford, SearchLab

Google My Business, now called Google Business Profiles (GBP) is the foundation for strong local search strategy. Now, GBP also is critical for dealers who want to leverage Google Vehicle Listing Ads (VLA). So why are dealers still missing critical information in their GBP profiles for their EV models, services, and competitive advantages? Learn how to fill the gaps with industry expert Greg Gifford.

SALES PROCESS

Removing Website Forms and Embracing Real-Time Retailing – Dealer Case Studies

ROOM:

Salon 1

LED BY:

Carlito Mojica, La Fontaine Auto Group

Carlito Mojica Jr., Senior Manager of Retail Development with LaFontaine Automotive Group will share the playbook they developed to shift from unpersonal website forms and transition to personalized chats. With 30 rooftops across Michigan, Mojica will discuss the problem, plan and group-wide implementation on not only transitioning away from all lead generation forms online to interactive chat sessions, but how they injected digital retailing and other real-time processes into their gameplan.

hr & training

Developing a Future-Proof Sales Process - Training Strategies & Retention Programs

ROOM:

Exchange 1-4

LED BY:

Brian Allee, A2Z Sync

The world of automotive retail is changing rapidly, and dealers must adapt to the new reality. No longer will customers simply accept the "traditional" way of selling vehicles. One need only to look at the profile of the EV customer. A recent study found that this customer will want to do more online and not deal with the drawn out process in a store. Conversely, another study focusing on Gen Z buyers found that they will more than likely end up in the store, with at least a portion of their experience done online. In both cases, the need for a superior in-store experience will be critical. Furthermore, the need to focus on coaching, as opposed to training will become critical. Managers must be able to identify each individual's areas of opportunity and growth and develop them accordingly. No longer will "genericized" training work. The dealer of tomorrow will find that the development of a superior process, focused on streamlining the buying experience, combined with coaching to support it is the key to retention. A well compensated employee who is consistently growing his skill set will not leave an organization.

CREATIVE

Keeping Brand at the Center and Leading from the Middle

ROOM:

Plaza 1

LED BY:

It’s no secret that creatives in Automotive can sometimes be looked at as the ‘arts and crafts’ department. However, creatives are a critical element of defining and deploying a Dealer’s brand both internally and externally. You can and should be a leader. The industry NEEDS you to be. We’ll talk about practical ways you can lead your entire store or group (even your GM) to be the best version of themselves.

MARKETING & ANALYTICS

The Car Dealers' Guide to GBP

ROOM:

Plaza 2

LED BY:

Greg Gifford, SearchLab

Google My Business, now called Google Business Profiles (GBP) is the foundation for strong local search strategy. Now, GBP also is critical for dealers who want to leverage Google Vehicle Listing Ads (VLA). So why are dealers still missing critical information in their GBP profiles for their EV models, services, and competitive advantages? Learn how to fill the gaps with industry expert Greg Gifford.

SALES PROCESS

Removing Website Forms and Embracing Real-Time Retailing – Dealer Case Studies

ROOM:

Salon 1

LED BY:

Carlito Mojica, La Fontaine Auto Group

Carlito Mojica Jr., Senior Manager of Retail Development with LaFontaine Automotive Group will share the playbook they developed to shift from unpersonal website forms and transition to personalized chats. With 30 rooftops across Michigan, Mojica will discuss the problem, plan and group-wide implementation on not only transitioning away from all lead generation forms online to interactive chat sessions, but how they injected digital retailing and other real-time processes into their gameplan.

hr & training

Developing a Future-Proof Sales Process - Training Strategies & Retention Programs

ROOM:

Exchange 1-4

LED BY:

Brian Allee, A2Z Sync

The world of automotive retail is changing rapidly, and dealers must adapt to the new reality. No longer will customers simply accept the "traditional" way of selling vehicles. One need only to look at the profile of the EV customer. A recent study found that this customer will want to do more online and not deal with the drawn out process in a store. Conversely, another study focusing on Gen Z buyers found that they will more than likely end up in the store, with at least a portion of their experience done online. In both cases, the need for a superior in-store experience will be critical. Furthermore, the need to focus on coaching, as opposed to training will become critical. Managers must be able to identify each individual's areas of opportunity and growth and develop them accordingly. No longer will "genericized" training work. The dealer of tomorrow will find that the development of a superior process, focused on streamlining the buying experience, combined with coaching to support it is the key to retention. A well compensated employee who is consistently growing his skill set will not leave an organization.

workshops

2:30PM

Take a break and unwind from the education with networking over coffee. 

downtime

3:00PM

Join Brian Pasch in his kickoff keynote on the Main Stage introducing the Automotive Standards Specification for GA4!

KICKOFF

3:30PM

ROOM:

Main Stage

LED BY:

Brian Pasch, Brian Pasch Enterprises

Speakers:
DESCRIPTION:

Who will be the next leaders in automotive retail technology and sales process. We have gathered industry leaders to discuss how their company is leading the way to more effective retail sales models that meet the needs of consumers, OEMs, and dealers.

PANEL

4:30PM

ROOM:

Main Stage

LED BY:

Brian Pasch, Brian Pasch Enterprises

Speakers:

Tom Kerr, Affinitiv
Lisa Gener, Dealer Alchemist
Amber Daniel, Polk Automotive Solutions S&P Global Mobility
Phil Aime, Drivonic
Mike Colacchio, AutoLeadStar
Derek Orf, Spectrum Reach

DESCRIPTION:

The death of cookies has been rescheduled! So how should dealers react and what about all the companies that are pushing the need for better 1st party data management? Regardless of which approach you take, how can dealers really measure ROAS when they are giving their agency partners access to the DMS for sales matching? We will explore the latest breakthroughs in data driving marketing technology on this panel discussion.

PANEL

5:30PM

ROOM:

Main Stage

LED BY:

Paul J Daly, ASOTU

Speakers:

Darren Doane, Doane Creative Agency
Kyle Mountsier, ASOTU
Nathanael Greklek, Mohawk Auto Group
Ally Piñon, Chastang Ford

DESCRIPTION:

All content is not created equal. Far beyond posting images and videos, content needs to communicate something. This is an ever changing combination of intentionality, artful deployment, and practical application. And don’t forget about the impact of pop-culture. In this conversation, panelists will define the ‘content communication’ mentality that is essential to creating effective creative content. There will be examples shown and discussed as well as questions taken from the audience.

PANEL

6:30PM

Enjoy cocktails and hors d'oeuvres hosted by sponsors of MRC 2022

downtime

DAY TWO AGENDA | MRC 2022

monday, november 14

6:30AM

A brand new installment to the MRC's connection based environment. Don't miss out on the opportunity to network while getting some exercise with dealers and vendors!

downtime

7:30am

Get ready for the day, enjoy breakfast hosted by the sponsors of MRC 2022

Downtime

8:30am

ROOM:

Main Stage

LED BY:

Brian Pasch, Brian Pasch Enterprises
Pedram Faed, Tekion Corp

DESCRIPTION:

Brian sits down with Pedram Faed to discuss Tekion’s Modern Retailing strategy which is founded on a consumer-first mindset.

INTERVIEW

9:00am

CREATIVE

Making Content That Works Today

ROOM:

Plaza 1

LED BY:

Darren Doane, Doane Creative Agency
Kyle Mountsier, ASOTU
Nathanael Greklek, Mohawk Auto Group
Ally Piñon, Chastang Ford

There is no ‘right answer’ when it comes to which content works best. In an ever changing content world, this session will be a broad overview of what is working now and what is likely to work over the next 12 months. Both instructors and attendees will have the opportunity to share and openly discuss various content types, platforms, and market considerations as they relate to a variety of content creation genres

MARKETING

Actionable SEO | Demystifying Self-Analysis and Solutions

ROOM:

Plaza 2

LED BY:

Zach Billings, Wikimotive

First, how will this workshop help YOU?

C-Level at a group?
You’ll understand which of your stores actually need the most help and attention on Google.

Dealer Principal?
You’ll be able to define the market share your store is missing, and speak with certainty when talking to your vendor or marketing team.

General Manager?
You’ll leave knowing which competitors are actually beating you organically, and how to push your people or vendor to combat them.

Marketing Director?
You’ll learn how to benchmark organic visibility without relying on traffic reports, and how to scale content better.

Marketing Manager?
You’ll learn a cheap and easy-to-understand tool, to get stakeholders to wake up and take SEO seriously.

SALES PROCESS

Building a Modern Sales Process Blueprint

ROOM:

Salon 1

LED BY:

Proactive Dealer Solutions

Dealers who want to change their sales process to adapt to the needs of consumers and OEMs need a blueprint for success. Frameworks that are working for progressive auto dealers will be shared.

hr & training

How to Build High Performing Employees, From Leadership to the Front Line

ROOM:

Exchange 1-4

LED BY:

Glenn Pasch, PCG Digital

To have a productive work force, there must be certain pillars in place to guide their efforts.  In this workshop, Glenn Pasch will lay out the framework for leaders to effectively improve their team’s performance

From roles and responsibilities, process development, auditing performance and an actual training process to help leaders develop anyone in the dealership from front line staff to the GM.

If you want to have a consistently high performing team that is focused on their goals and the dealership’s vision, this is the workshop you need to attend.

Google Analytics V4

Reviewing GA4 Event Names and Parameters: Automotive Standards Council Specification

ROOM:

Salon 1

LED BY:

Brian Pasch & GA4 Standards Council Members

This hands-on workshop will be lead by members of the Automotive Standards Council for GA4. Bring your laptops and let's get to work in ensuring your dealership is ready for the transition. 

CREATIVE

Making Content That Works Today

ROOM:

Plaza 1

LED BY:

Darren Doane, Doane Creative Agency
Kyle Mountsier, ASOTU
Nathanael Greklek, Mohawk Auto Group
Ally Piñon, Chastang Ford

There is no ‘right answer’ when it comes to which content works best. In an ever changing content world, this session will be a broad overview of what is working now and what is likely to work over the next 12 months. Both instructors and attendees will have the opportunity to share and openly discuss various content types, platforms, and market considerations as they relate to a variety of content creation genres

MARKETING

Actionable SEO | Demystifying Self-Analysis and Solutions

ROOM:

Plaza 2

LED BY:

Zach Billings, Wikimotive

First, how will this workshop help YOU?

C-Level at a group?
You’ll understand which of your stores actually need the most help and attention on Google.

Dealer Principal?
You’ll be able to define the market share your store is missing, and speak with certainty when talking to your vendor or marketing team.

General Manager?
You’ll leave knowing which competitors are actually beating you organically, and how to push your people or vendor to combat them.

Marketing Director?
You’ll learn how to benchmark organic visibility without relying on traffic reports, and how to scale content better.

Marketing Manager?
You’ll learn a cheap and easy-to-understand tool, to get stakeholders to wake up and take SEO seriously.

SALES PROCESS

Building a Modern Sales Process Blueprint

ROOM:

Salon 1

LED BY:

Proactive Dealer Solutions

Dealers who want to change their sales process to adapt to the needs of consumers and OEMs need a blueprint for success. Frameworks that are working for progressive auto dealers will be shared.

hr & training

How to Build High Performing Employees, From Leadership to the Front Line

ROOM:

Exchange 1-4

LED BY:

Glenn Pasch, PCG Digital

To have a productive work force, there must be certain pillars in place to guide their efforts.  In this workshop, Glenn Pasch will lay out the framework for leaders to effectively improve their team’s performance

From roles and responsibilities, process development, auditing performance and an actual training process to help leaders develop anyone in the dealership from front line staff to the GM.

If you want to have a consistently high performing team that is focused on their goals and the dealership’s vision, this is the workshop you need to attend.

Google Analytics V4

Reviewing GA4 Event Names and Parameters: Automotive Standards Council Specification

ROOM:

Salon 1

LED BY:

Brian Pasch & GA4 Standards Council Members

This hands-on workshop will be lead by members of the Automotive Standards Council for GA4. Bring your laptops and let's get to work in ensuring your dealership is ready for the transition. 

workshops

10:00am

Take a break and unwind from the education with networking over coffee. 

downtime

10:30am

ROOM:

Main Stage

LED BY:

Julie Scott, CARS Media Network
Brian Kramer, Cars.com & Accutrade

DESCRIPTION:

Even the best digital retailing experience is only as good as the media and messaging that drive traffic to a dealer’s site — Julie & Brian will explore how to leverage Industry insights and first-party data to develop message strategies that are timely and drive business growth.

Keynote

11:30am

ROOM:

Main Stage

LED BY:

Tim Cox, CarNow

DESCRIPTION:

Today’s car-buying experience has become too convoluted, but it doesn’t have to be with the help of modern automotive retailing solutions designed to transform how dealers connect with shoppers. We’ll explore how state-of-the-art technology tools and industry-proven best practices can help defragment the customer experience, eliminate traditional points of frustration, and help dealers succeed by meeting the evolving needs of today’s market.

KEYNOTE

12:30AM

Connect with peers while enjoying prepared lunch hosted by the sponsors of MRC 2022.

downtime

1:30pm

CREATIVE

How to ‘Ship It’: Making Great Photo and Video Content That Gets Finished

ROOM:

Plaza 1

LED BY:

Darren Doane, Doane Creative Agency

In this session, legendary Director and Filmmaker Darren Doane will share his go-to tools and techniques to make great content that gets created and shipped in short order. Darren will discuss why being ‘precious’ is the enemy of progress when it comes to content creation.

MARKETING

Analytics in the Age of Privacy and Regulation

ROOM:

Plaza 2

LED BY:

Atul Patel, Orbee
Jamie Suid, Florida Fine Cars

Attend this workshop to hear a live case study of how a dealership deployed a Customer Data Platform to enhance their analytics while complying with data privacy regulations. Most dealers only have access to analytics tools that offer reports of an aggregate view of data that answer basic questions, such as how many website visitors, VDP views, or form submissions did I have last month? To truly understand the lifecycle journey of your shoppers, you need a platform that provides insights into real-time data and centralizes the data collected throughout widgets on your website. Centralizing all of this data will deliver personalized marketing messages that, to a shopper, seem like 1-on-1 conversations. Not only will centralizing your data provide a better customer experience, but it is also a crucial step in ensuring your compliance with data privacy regulations.

SALES PROCESS

Title Coming Soon!

ROOM:

Salon 1

LED BY:

Upstart Auto Retail

Stay tuned for more information!

MARKETING

How Automotive Marketers Can Win with CTV Advertising

ROOM:

Exchange 1-4

LED BY:

Peter Jones, Premion
Frank Vertollli, Net Conversion

Automotive marketers need the flexibility to respond to changing market dynamics and for reaching in-market auto intenders — and they’re turning to streaming TV advertising.

No longer just for extending reach for TV buyers, performance marketers are embracing CTV in the wake of Apple & Google privacy changes. New targeting and measurement capabilities make CTV invaluable for auto advertisers for finding high-value audiences and connecting viewership with sales through closed-loop attribution.

This educational workshop, featuring Premion and Net Conversion, will offer actionable insights for building and executing an effective CTV media strategy to drive measurable outcomes, including automotive case studies.

Key Takeaways:
How to build audience-driven CTV campaigns with precision targeting
Understanding advanced attribution and measurement capabilities
How to combat the emergence of ad fraud in the streaming TV ecosystem

Google Analytics V4

Identifying Conversion Events and Creating Custom Conversion Events

ROOM:

Salon 1

LED BY:

Brian Pasch & GA4 Standards Council Members

This hands-on workshop will be lead by members of the Automotive Standards Council for GA4. Bring your laptops and let's get to work in ensuring your dealership is ready for the transition. 

CREATIVE

How to ‘Ship It’: Making Great Photo and Video Content That Gets Finished

ROOM:

Plaza 1

LED BY:

Darren Doane, Doane Creative Agency

In this session, legendary Director and Filmmaker Darren Doane will share his go-to tools and techniques to make great content that gets created and shipped in short order. Darren will discuss why being ‘precious’ is the enemy of progress when it comes to content creation.

MARKETING

Analytics in the Age of Privacy and Regulation

ROOM:

Plaza 2

LED BY:

Atul Patel, Orbee
Jamie Suid, Florida Fine Cars

Stay tuned for more information!

SALES PROCESS

Title Coming Soon!

ROOM:

Salon 1

LED BY:

Upstart Auto Retail

Stay tuned for more information!

MARKETING

How Automotive Marketers Can Win with CTV Advertising

ROOM:

Exchange 1-4

LED BY:

Peter Jones, Premion
Frank Vertollli, Net Conversion

Automotive marketers need the flexibility to respond to changing market dynamics and for reaching in-market auto intenders — and they’re turning to streaming TV advertising.

No longer just for extending reach for TV buyers, performance marketers are embracing CTV in the wake of Apple & Google privacy changes. New targeting and measurement capabilities make CTV invaluable for auto advertisers for finding high-value audiences and connecting viewership with sales through closed-loop attribution.

This educational workshop, featuring Premion and Net Conversion, will offer actionable insights for building and executing an effective CTV media strategy to drive measurable outcomes, including automotive case studies.

Key Takeaways:
How to build audience-driven CTV campaigns with precision targeting
Understanding advanced attribution and measurement capabilities
How to combat the emergence of ad fraud in the streaming TV ecosystem

Google Analytics V4

Identifying Conversion Events and Creating Custom Conversion Events

ROOM:

Salon 1

LED BY:

Brian Pasch & GA4 Standards Council Members

This hands-on workshop will be lead by members of the Automotive Standards Council for GA4. Bring your laptops and let's get to work in ensuring your dealership is ready for the transition. 

workshops

2:30PM

ROOM:

Main Stage

LED BY:

Brian Pasch, Brian Pasch Enterprises

Speakers:

Glenn Rizzo, South East Toyota
Tim Bliss, Toyota North America
Nick Oliver, AutoNation Toyota Winter Park
James Farrell, Fred Anderson Toyota

DESCRIPTION:

Talk with SET and Toyota North America leadership and some of their key Smartpath Dealers about the keys to collaboration with their Dealer Partners. Discuss successful launch strategies as well as common integration pitfalls. Toyota will also talk about their partnership with Proactive Dealer Solutions as their Smartpath Installation and dealer sustaining partner to assist dealers with Sales Process mapping, Change Management Techniques and Cultural adaptation on the showroom floor and the desk.

PANEL

3:30PM

ROOM:

Main Stage

LED BY:

Ryan Osten, Gubagoo

DESCRIPTION:

In this session, you will be challenged to trade short-term results for long-term sustainable growth. We will dive into how some of the best companies in the world think about customer acquisition and retention, and how dealerships can use these approaches to create customers who buy again and again.

KEYNOTE

4:30PM

ROOM:

Main Stage

LED BY:

Karrie Sudbrack, Cox Automotive
Kevin Frye, Jeff Wyler Automotive

DESCRIPTION:

Are you wondering how to stand out to your ideal customer in today’s times? With a changed automotive industry, as well as buyer landscape, it’s more important than ever for dealers to learn how to elevate their brand and experiences to drive revenue.

Karrie Sudbrack will be sharing examples highlighting what’s working NOW, as well as give practical ways to leverage those insights to both drive business and close deals faster. 

Key Takeaways:

  1. An understanding of what is going on now, predictions as well as changed buyer behaviors all backed by Cox Automotive’s extensive data / insights.
  2. How to elevate your dealership brand and experiences for sales and service. 
  3. Insights into effective and efficient data strategies to capture the attention of customers. 
  4. How to advertise your brand and experience, not just the car, especially when there are chip / inventory shortages
  5. How to close deals faster and increase revenue. 

KEYNOTE

5:30PM

ROOM:

Main Stage

LED BY:

Brian Pasch, Brian Pasch Enterprises

Speakers:

Rusty West, MarketScan
Steve Greenfield, Automotive Ventures LLC

DESCRIPTION:

Description Coming Soon!

PANEL

6:30PM

Enjoy cocktails and hors d'oeuvres hosted by sponsors of MRC 2022

downtime

DAY Three AGENDA | MRC 2022

tuesday, november 15

6:30AM

A brand new installment to the MRC's connection based environment. Don't miss out on the opportunity to network while getting some exercise with dealers and vendors!

downtime

7:30am

Get ready for the day, enjoy breakfast hosted by the sponsors of MRC 2022

Downtime

8:30am

ROOM:

Main Stage

LED BY:

Brian Pasch, Brian Pasch Enterprises
Barb Edson, CDK Global

DESCRIPTION:

Brian sits down with Barb Edson to discuss CDK’s recent move to a private company and their vision for Modern Retailing, powered by Roadster.

INTERVIEW

9:00am

CREATIVE

Branding within the Brand and Community Engagement

ROOM:

Plaza 1

LED BY:

Nathanael Greklek, Mohawk Auto Group

We’re living in a ‘personal brand’ kind of world and this means more opportunity for creative deployment of the great people and personalities in Dealerships and throughout the communities they serve. This session will provide guidance and ideas surrounding personal brand building within the overarching brand of your Dealerships. Instructor Nathanial Greklek will share the strategies and tactics he has used to build many personal brands for his Dealership group and has deployed them far and wide throughout his groups DMA and beyond.

MARKETING

Holding Vendors Accountable with Data: An Actionable Plan

ROOM:

Plaza 2

LED BY:

Angus Fox, Wikimotive

You might be thinking…

“I don’t have time to dig through data all day... My marketing team supposedly does this... I don’t know enough about our data tools to do this.”

 

These are some of the common responses we get when talking to dealers about vendor accountability through data…

 

This workshop will distill this topic down to basic tips, tricks, and free tools that you can understand without a data sciences degree. It will also show you how to use them without spending a dozen hours a week on it. 

 

You’ll get access to free dashboards and word tracks that let you inspect what you expect with limited time and knowledge. You’ll also be armed with an audit plan to ensure your dealership is getting what it’s paying for, in both deliverables and results. 

 

This workshop is built for people with laptops who have access to Google Analytics at a minimum and will showcase the other tools in our collective toolbox, to judge our vendors with.

SALES PROCESS

Downstream Inventory Procurement: A Roadmap to Accelerated Vehicle Acquisition

ROOM:

Salon 1

LED BY:

Derek White, e-Drive Auto

Inventory supply is the #1 issue in automotive retailing this year as it was last year. Because of chip shortages and low rental and commercial fleet turnovers, fewer vehicles are on the market. Dealers need a deliberate vehicle acquisition strategy to overcome these barriers.

hr & training

Preparing for the Agency Model

ROOM:

Exchange 1-4

LED BY:

Jeff Williams, Absolute Results

The Agency Model is spreading across the globe. In this workshop, we will explore the global transition by legacy OEM’s from the Franchise Model to the Agency business Model, the reasons for this shift, and the potential impacts that come with it. We will discuss how dealers and dealer groups can prepare their businesses for the Agency Model, while also positioning themselves to attract new OEM partners.

Google Analytics V4

Building New Performance Metrics and KPIs

ROOM:

Salon 1

LED BY:

Brian Pasch & GA4 Standards Council Members

This hands-on workshop will be lead by members of the Automotive Standards Council for GA4. Bring your laptops and let's get to work in ensuring your dealership is ready for the transition. 

CREATIVE

Branding within the Brand and Community Engagement

ROOM:

Plaza 1

LED BY:

Nathanael Greklek, Mohawk Auto Group

We’re living in a ‘personal brand’ kind of world and this means more opportunity for creative deployment of the great people and personalities in Dealerships and throughout the communities they serve. This session will provide guidance and ideas surrounding personal brand building within the overarching brand of your Dealerships. Instructor Nathanial Greklek will share the strategies and tactics he has used to build many personal brands for his Dealership group and has deployed them far and wide throughout his groups DMA and beyond.

MARKETING

Holding Vendors Accountable with Data: An Actionable Plan

ROOM:

Plaza 2

LED BY:

Angus Fox, Wikimotive

You might be thinking…

“I don’t have time to dig through data all day... My marketing team supposedly does this... I don’t know enough about our data tools to do this.”

 

These are some of the common responses we get when talking to dealers about vendor accountability through data…

 

This workshop will distill this topic down to basic tips, tricks, and free tools that you can understand without a data sciences degree. It will also show you how to use them without spending a dozen hours a week on it. 

 

You’ll get access to free dashboards and word tracks that let you inspect what you expect with limited time and knowledge. You’ll also be armed with an audit plan to ensure your dealership is getting what it’s paying for, in both deliverables and results. 

 

This workshop is built for people with laptops who have access to Google Analytics at a minimum and will showcase the other tools in our collective toolbox, to judge our vendors with.

SALES PROCESS

Downstream Inventory Procurement: A Roadmap to Accelerated Vehicle Acquisition

ROOM:

Salon 1

LED BY:

Derek White, e-Drive Auto

Inventory supply is the #1 issue in automotive retailing this year as it was last year. Because of chip shortages and low rental and commercial fleet turnovers, fewer vehicles are on the market. Dealers need a deliberate vehicle acquisition strategy to overcome these barriers.

hr & training

Preparing for the Agency Model

ROOM:

Exchange 1-4

LED BY:

Jeff Williams, Absolute Results

The Agency Model is spreading across the globe. In this workshop, we will explore the global transition by legacy OEM’s from the Franchise Model to the Agency business Model, the reasons for this shift, and the potential impacts that come with it. We will discuss how dealers and dealer groups can prepare their businesses for the Agency Model, while also positioning themselves to attract new OEM partners.

Google Analytics V4

Building New Performance Metrics and KPIs

ROOM:

Salon 1

LED BY:

Brian Pasch & GA4 Standards Council Members

This hands-on workshop will be lead by members of the Automotive Standards Council for GA4. Bring your laptops and let's get to work in ensuring your dealership is ready for the transition. 

workshops

10:15am

Take a break and unwind from the education with networking over coffee. 

downtime

10:30am

ROOM:

Main Stage

LED BY:

Stay Tuned

Speakers:

Stay Tuned

DESCRIPTION:

Description Coming Soon!

Keynote

11:30am

ROOM:

Main Stage

LED BY:

Mike Trasatti, DealerBuilt
Kendall Billman, DealerBuilt

DESCRIPTION:

Description Coming Soon!

KEYNOTE

12:30pM

Connect with peers while enjoying prepared lunch hosted by the sponsors of MRC 2022.

downtime

1:30pm

CREATIVE

Creative Video Competition Judging/Coaching

ROOM:

Plaza 1

LED BY:

Paul J Daly, ASOTU
Kyle Mountsier, ASOTU
Darren Doane
, Doane Creative Agency
Nathan Greklek, Mohawk Auto Group

In this session, all members of the Creative Track will will be assigned teams and ground rules for a shotgun start to produce a video to be judged by our panel of experts based on the criteria of creativity, communication, and platform appropriateness immediately at the end of the session. Yes, its fast. Thats the point! The winner will get a special piece of creative gear.

MARKETING

Building your TikTok Roadmap

ROOM:

Plaza 2

LED BY:

Sarah Ciociola, PCG Digital 
Chloe McGinley, PCG Digital

TikTok is the fastest growing social media channel in the world. If your dealership isn't active on TikTok or having internal conversations about how to get your dealership started on the platform, then this workshop is for you.

During this workshop, dealers will learn why they need to be on TikTok, how to build an organic content strategy for the platform, and what they will need to execute paid advertising. Sarah and Chloe will be sharing data from internal TikTok testing to showcase the effectiveness of advertising on this platform.

Dealers can expect to walk away with actionable items, including receiving their own copy of The Automotive Marketer’s Guide To TikTok, that they can execute the day they get back into the dealership.

SALES PROCESS

Panel Discussion: How We Embraced Conversational Commerce: Walt Massey Case Study

ROOM:

Salon 1

LED BY:

Glenn Pasch, PCG Digital

The Walt Massey Group: a 9-store group in Mississippi & Alabama chose to move towards a conversational commerce strategy and remove forms from their websites.

To accomplish this, they asked Glenn Pasch to help guide their process and brought CarNow to assist in their project.

 

During this panel discussion, we will talk with Steven Jarrell, Director of operations for the group, Tim Cox from CarNow about the journey, the struggles, results, and his future vision for this way of modern retailing

hr & training

It’s Not Rocket Science: Simple & Effective Strategies Protect Profits AND Attract & Retain Talent!

ROOM:

Exchange 1-4

LED BY:

Sandy Zannino, Innovative Auto HR LLC 

Sandy brings the Human back to Human Resources! In this 50 minute session, participants will learn actionable and SIMPLE strategies to not only Protect the Profits they work so hard to make but also learn how to create an attractive value proposition for prospective employees. In an unprecedented labor market employee attraction and retention is vital to every dealership’s bottom line. Record low unemployment coupled with a multigenerational workforce creates a unique opportunity for forward thinking dealers to get ahead of and WIN the Talent War. 

Google Analytics V4

Creating Custom Reports Using The Council’s Standardized GA4 Events

ROOM:

Salon 1

LED BY:

Brian Pasch & GA4 Standards Council Members

This hands-on workshop will be lead by members of the Automotive Standards Council for GA4. Bring your laptops and let's get to work in ensuring your dealership is ready for the transition. 

CREATIVE

Creative Video Competition Judging/Coaching

ROOM:

Plaza 1

LED BY:

Paul J Daly, ASOTU
Kyle Mountsier, ASOTU
Darren Doane
, Doane Creative Agency
Nathan Greklek, Mohawk Auto Group

In this session, all members of the Creative Track will will be assigned teams and ground rules for a shotgun start to produce a video to be judged by our panel of experts based on the criteria of creativity, communication, and platform appropriateness immediately at the end of the session. Yes, its fast. Thats the point! The winner will get a special piece of creative gear.

MARKETING

Building your TikTok Roadmap

ROOM:

Plaza 2

LED BY:

Sarah Ciociola, PCG Digital 
Chloe McGinley, PCG Digital

TikTok is the fastest growing social media channel in the world. If your dealership isn't active on TikTok or having internal conversations about how to get your dealership started on the platform, then this workshop is for you.

During this workshop, dealers will learn why they need to be on TikTok, how to build an organic content strategy for the platform, and what they will need to execute paid advertising. Sarah and Chloe will be sharing data from internal TikTok testing to showcase the effectiveness of advertising on this platform.

Dealers can expect to walk away with actionable items, including receiving their own copy of The Automotive Marketer’s Guide To TikTok, that they can execute the day they get back into the dealership.

SALES PROCESS

Panel Discussion: How We Embraced Conversational Commerce: Walt Massey Case Study

ROOM:

Salon 1

LED BY:

Glenn Pasch, PCG Digital

The Walt Massey Group: a 9-store group in Mississippi & Alabama chose to move towards a conversational commerce strategy and remove forms from their websites.

To accomplish this, they asked Glenn Pasch to help guide their process and brought CarNow to assist in their project.

 

During this panel discussion, we will talk with Steven Jarrell, Director of operations for the group, Tim Cox from CarNow about the journey, the struggles, results, and his future vision for this way of modern retailing

hr & training

It’s Not Rocket Science: Simple & Effective Strategies Protect Profits AND Attract & Retain Talent!

ROOM:

Exchange 1-4

LED BY:

Sandy Zannino, Innovative Auto HR LLC 

Sandy brings the Human back to Human Resources! In this 50 minute session, participants will learn actionable and SIMPLE strategies to not only Protect the Profits they work so hard to make but also learn how to create an attractive value proposition for prospective employees. In an unprecedented labor market employee attraction and retention is vital to every dealership’s bottom line. Record low unemployment coupled with a multigenerational workforce creates a unique opportunity for forward thinking dealers to get ahead of and WIN the Talent War. 

Google Analytics V4

Creating Custom Reports Using The Council’s Standardized GA4 Events

ROOM:

Salon 1

LED BY:

Brian Pasch & GA4 Standards Council Members

This hands-on workshop will be lead by members of the Automotive Standards Council for GA4. Bring your laptops and let's get to work in ensuring your dealership is ready for the transition. 

workshops

2:30pM

Take a break with light refreshments. 

downtime

3:00PM

ROOM:

Main Stage

LED BY:

Kristin Cardona, Ansira

DESCRIPTION:

Kristin Cardona, Sr. Director of Strategy at Ansira, will present a holistic view of what “loyalty” means within the retail automotive ecosystem as well as current changes in the automotive industry that are making an impact. Kristin will explore the general components that generate customer loyalty and will walk through how they apply to each of the three automotive tiers. Looking across the entire automotive landscape, Kristin will provide guiding principles and tips on how to bolster loyalty for automotive customers.

KEYNOTE

4:00PM

ROOM:

Main Stage

LED BY:

Brian Pasch, Brian Pasch Enterprises

Speakers:

Sam Vukas, Dealer eProcess
Dan Moore, Vistadash
Lauren Sheridan, Stream Companies
TBA, Dealer.com

DESCRIPTION:

Brian Pasch and industry leaders discuss support for the GA4 specification for the automotive industry which was developed by the Automotive Standards Council. Dealers, agencies, and OEM leaders will have the ability to see initial reporting templates and KPIs as well. 

PANEL

5:00PM

Join us in closing out MRC 2022 with prepared entertainment and activities hosted by our sponsors. 

downtime

stay tuned for more details

CAN'T MAKE IT TO MRC IN-PERSON? Attend virtually!

CAN'T MAKE IT TO MRC IN-PERSON? Attend virtually!