How to Manage and Maximize Your Dealership Marketing Investments in Today's Multi-Channel Environment With Dennis Galbraith, Potratz Advertising Moderated by Mike Bowers, DealersEdge Dennis Galbraith, Chief Marketing Officer for Potratz Advertising Dennis Galbraith, chief marketing officer for Potratz Advertising, is the founder of Dennis Galbraith Enterprises, Revenueguru.com, former vice president of Cars.com and former executive director of Automotive Internet Practice at J.D. Power and Associates. In his prior position at Drivingsales.com, he served as a leading resource for dealers and auto groups offering research-driven blogs and information. As new chief marketing officer for Potratz, Dennis carries more than 21 years of experience in operations, marketing, and market research along with him. To add to his accolades, Dennis is an accomplished writer and the author of two successful books entitled Sales Integration and Online Vehicle Merchandising. He is also an award-winning speaker who has been featured as a keynote speaker in many of the largest dealer events nationwide including, NADA Convention, Driving Sales Executive Summit, J.D. Power Internet Roundtable, Digital Strategies Marketing Conference and has been featured at dozens of other dealer events. How to Manage and Maximize Your Dealership Marketing Investments in Today’s Multichannel Environment Dennis Galbraith Chief Marketing Officer Potratz Partners Advertising Branding Traffic Now Website Lead Aggregators Membership Referals Manufacturer Listings Services Examples of Lead Aggregators Dealix AutoUSA Autobytel NewLeadsPlus Finance Leads Lead Aggregators Model Level Days Supply Geography Service Penetration Manufacturers OEM Sites 3rd Party Examples of Membership Referals Costco Auto Program Sam’s Club Navy Federal Credit Union USAA Membership Referrals Referral more than a lead Exclusivity Race to respond Examples of Listings Services AutoTrader.com AutoTrader.ca Cars.com Kijiji.ca CarSoup Rides.ca eBay Craig’s List Listings Services Cost per VDP Cost per Contact Merchandising Website Driving Traffic Converting Traffic Driving Traffic Content Video SEM Retargeting Video Preroll and Overlay Marketing Automation Dynamic Search Ads Dynamic Search Ads Looking For A green Kia Soul In Moosic, PA EasleyKia.com Dynamic Search Ads Green Kia Soul black interior near Moosic, PA Green Kia Soul Black Interior Looking For A Green Kia Soul Black Interior In Moosic, PA EasleyKia.com Dynamic Search Ads Retargeting Retargeting is now reaching beyond site visitors. Action Intent Site – action, abandonment, browse product Search – target based on searches conducted SEO/SEM – customize message based on inbound event Social – e.g. target those who consume similar content to existing customers Email – e.g. opens newsletter Engagement – target those who engage with specific content (e.g. Facebook page or video) Context – target those who visited a particular site Ad Type Dynamic – rolling feed of up to five vehicles the shopper previously showed an interest in Dennis Galbraith Chief Marketing Officer Potratz (518) 703-6109 [email protected] @DennisGalbraith