News

PCG Digital Marketing is hosting the second Annual Automotive Marketing Boot Camp in Orlando.  Last year, we pioneered the Boot Camp experience in Orlando. Based on dealer responses, we have decided to host the Automotive Boot Camp again in Orlando.

This year we have expanded the agenda, courses, and scope of the Boot Camp to meet the demand communicated from dealers in the United States and Canada.  The Boot camp will also offer attendees 2.5 hour labs and workshops so more detailed educational training can be offered for complex topics like CRM, BDC Management, Social Media, and Website Analytics.  The Boot Camp also has 90 minute workshops schedule on topics where that time is perfect for knowledge transfer.

The Boot Camp will also introduce Technology Showcases for the first time which will feature latest technology from great companies like TK Carsites, Dealer.com, Dealer eProcess, and CAR-MERICAL.

The PCG Automotive Marketing Boot Camp is not associated with the 10th Digital Dealer Conference or the Digital Dealer Workshops.

We are very excited about the conference which has attracted an outstanding list of industry experts and leading dealership employees who want to share their best practices.  We also just completed a very successful automotive conference in Napa Valley for auto dealers, and details can be found at http://www.digitalmarketingstrategies.org.

Confirmed Speakers

We have a few special announcement to make in the coming weeks but we have a number of fantastic, passionate industry experts that will be part of the Automotive Marketing Boot Camp:

• Rob Fontano – eCommerce Director at Marazzi Motors
• Tracy Myers – Frank Myers AutoMaxx
• JD Rucker, New Media Director at TK Carsites
• Andrew DiFeo – General Manager Hyundai of St. Augustine
• Timothy Martell – Internet Director Albrecht Auto Group
• Eric Miltsch – eCommerce and Social Media Director Auction USA
• Jerry Thibeau – CEO of Phoneup Ninjas
• Alex Snyder – Product Development at Dealer.com
• Brian Pasch, CEO of PCG Digital Marketing
• Jeff Kershner- Director of Marketing Younger Motor Cars
• Scott Falcone – Dealer Principal Word Hyundai Matteson
• Glenn Pasch, COO of PCG Digital Marketing
• Jared Hamilton, CEO and Founder of DrivingSales.com
• Gary May, CEO of IM@CS
• Christy Roman, CEO of Now Marketplace
• Matt Murray, Director of Digital Marketing at Dealer.com
• Sean Wolfington, Partner Tier 10 Marketing

Register For Orlando Boot Camp

To register for the Automotive Marketing Boot Camp, visit:  http://www.automotivemarketingbootcamp.com

In my short time being active in the automotive marketing community, my passion has always been focused on dealer education.  I have been blessed traveling around the country meeting dealers at conferences and 20 Groups.  From my travels it is clear that dealers and managers are hungry for education and winning strategies.

However, that hunger is not always reflected in dealer budgets and commitments to education for all dealership employees.  A recent PCG Digital Marketing survey indicated that over 35% of car dealers had no line item for employee education in their budgets.

The lack of commitment to education can be seen by the lack of participation for cutting edge automotive conferences.

A case in point, one of the most popular automotive conferences is the Digital Dealer Conference. According to their conference website discussing their Fall 2010 Vegas venue:

“We hosted more than 850 dealers and managers at our fall Conference in Las Vegas, coming from 48 states, Brazil, Canada and the Netherlands. … and more than 1,800 total Conference attendees.”

The Education Opportunity

There are approximately 18,000 new car franchise dealers in the United States and many more independent used car dealers.  Yet, less than 10% of dealers and likely less than 5% of key employees are sent for cutting edge conferences like Digital Dealer.

Our recent 2011 Digital Marketing Strategies Conference in Napa attracted 90 dealership employees, workshop leaders, and vendor sponsors combined.  We are just scratching the surface.  Yet I am encouraged by the responses from conference attendees; they want more!

Dealer principals are not the only ones that should be attending educational conferences and let me add 20 Groups.  Most dealers will forget over 50% of what they learned and most will have difficulty translating digital marketing, social media, or mobile technology best practices to their internal team who stayed home at the dealership.

As you know, handing your ISM copies of a PowerPoint presentation does not have the same effect as if they were participating in a live workshop.

Send Decision Makers To Conferences

Dealership employees that run all profit centers should be engaged with their peers, inspired by industry educators, and educated by best practice leaders.  If you consider service, parts, F&I, used cars, and new car managers a case could be made that every dealership should be sending multiple employees out for peer education each year.

Yet, the industry numbers indicate a very different commitment to education.  The vendors, educators, and leaders of the automotive industry must do more to encourage dealer commitments to education.  Throughout the year, our industry needs more educational opportunities that are geographically dispersed to reduce travel costs.

As the automotive industry relies more on digital marketing, social media, mobile devices, and new communication channels, education will be a prerequisite for success.  We need the structures in place for dealers, general managers, and front line employees to gain confidence in mastering the new paradigms in automotive marketing and operations.

Innovators Try To Meet Demand

Innovators like Jared Hamilton have announced the DrivingSalesUniversity.com.  PCG Digital Marketing has announced the Automotive Internship Program.  Industry veterans like Jim Ziegler have successful programs like the Internet Battle Plan.

We need more of these high quality educational opportunities.  90% of the dealership employees that should be involved are not getting the opportunity to engage.

With less than 10% of the employees that need education participating, I see this as an “abundance” opportunity.  One could also make a point that since 10% only participate in off-site education, it’s a dog-eat-dog fight for those decision makers and education dollars.

I will prefer to believe in the abundance philosophy; there is so much opportunity for individuals and companies that want to serve car dealers.  The market needs more people dedicated to educating dealers with passion and integrity.

I am a passionate educator.  I encourage more to step forward to help car dealers master the skills needed for success in today’s changing marketplace.

Mark Your Calendars For Education

I hope to see many of you at the 2011 Innovative Dealer Summit in Colorado on March 30, 2011 hosted by Tim Jackson and CADA.

I invite you to attend the 2011 Digital Marketing Boot Camp, April 16-18th in Orlando.

When the Boot Camp ends, make sure you attend the 10^th Digital Dealer Conference, which starts on April 19th, just down the street in Orlando.

And don’t forget Jim Zieglar’s  Internet Battle Plan on May 18-20^th Kansas City.

Make a commitment to education and your investment will be well rewarded!

Join me in Orlando for the 2010 NADA Conference which is being held from February 13-15, 2010 in the Orange County Convention Center. 

This year’s NADA Conference theme is “Orlando, Go To Know” and I like what it implies. 

There are some major shifts in the Automotive Industry and none could be more representatitive of change than the way car dealers must communicate and market to their customers.  Automotive Internet Marketing has entered the Golden Age of Awareness as dealers are finally confident that larger investments in digital marketing and media are paying off.

Many of the winners of the 2009 ASMA Awards  will be attending the NADA show and will have a booth.  I am sure that their awards will be proudly displayed at their booth as they share their success and leadership in the automotive website industry.  Congratulations once again to all the winners.

Boot Camp Day Before NADA Show

I will be in Orlando for the show and hope to see you on the exhibit floor hall.  I have been asked to speak at some of the vendor events so I’ll keep you posted on what my schedule looks like each day. 

I will also be co-hosting the Automotive Marketing Boot Camp on Friday February 12, 2010 which is a day before the official NADA show starts.  The boot camp will allow me and the other instructors to create a skills training curriculum that empowers automotive professionals to succeed.  For more details on the Boot Camp, click here: Orlando Automotive Marketing Boot Camp.

2010 NADA Convention Schedule

The official schedule for the NADA Conference is subject to change.  Before you make any plans, check the Convention Schedule right before the show started.

Saturday February 13, 2010

Sunday February 14, 2010

 Monday February 15, 2010

The convention ends at 5:00 pm on Monday the 15th.  Looks like many automotive professional will be missing Valentines Day.  Ouch!

If you are planning on attending but can’t make the Boot Camp, send me a note since there will be many evening receptions that we can meet up at!  brian@paschconsulting.com

See you in Orlando!

Brian Pasch