Brian Barlow

CEO - Pineapple Crush

The anti-car dealership advertising agency! Enter Pineapple Crush. Big Sales Events, big promises, big lies – we are not!

While 99% of car dealerships focus on big sales events, over promising & under delivering with phrases such as: "we have the best selection, best price and best service" or "now's the best time to buy" or "nobody can beat our deals" Pineapple takes the approach of try story-telling, true real marketable advertising sitting your dealership apart with the highest production value and the greatest storyline to lure your most potential customer to you!

Pineapple isn't a month to month advertising scheme – it's a commitment, it's a standard, it a technique like most markets don't see in car dealership advertising. Brian Barlow, the head Pineapple and Creative Director takes us on a tour of what not to do and why – this is an eye opening presentation about what advertising once was and what it should be now.

Brian will be presenting:

Your Baby is Ugly

  1. Advertising & branding are dead, engagement and bonding are the NOW!
  2. How to use facebook as a TV channel instead of a posting board
  3. The signs you've made bad creative decisions start and stop with you
  4. How to make your baby pretty using creativity to engage
  5. The difference between Advertising & Engaging and its impact when managed efficiently




Sean Bradley

Founder & CEO - Dealer Synergy, Inc.

Sean V. Bradley is the top automotive trainer and consultant in the country and is currently one of the most sought after subject matter experts for Internet Sales, Business Development and Digital Marketing. Beginning as a sales consultant, Sean learned the business from the ground up holding positions at dealerships as Sales Manager, Internet Sales Manager, Special Finance Manager and Business Development Director.

One of the premier presenters at NCM and NADA 20 groups, Sean has spoken to over 80 NADA and NCM 20 groups and has been noted as one of the highest rated NADA Convention Speakers from 2008 to 2011. He is also an expert on the JD Power and Associates Internet Round Table. Sean has guided Dealer Synergy to become a two-time winner of the Auto Dealer's Monthly's Dealers Choice Award for "Best Internet Trainer" and was also voted "Best of the Best Internet Training Company" 3 years in a row by Dealix.

Furthermore, Sean V. Bradley is the only certified Franklin Covey Trainer and Facilitator in the Automotive Industry and a proud member of the National Speakers Association. Mr. Bradley also created the popular NCM/Dealer Synergy Internet Sales Boot Camps, the Synergy Sessions events, Internet Director Immersion Program and internetsales20group.com. Additionally, he is the founder of AutomotiveInternetSales.com and the co-creator of Dealer Battle Plan. Most notably, he single-handedly pioneered the field of Automotive Video Search Engine Optimization. Sean V. Bradley writes in over 13 national and international magazines and is a contributing writer on numerous automotive blogs and networking sites. If all of this wasn't enough, you can see more of his success story at SeanVBradley.com

Sean will be presenting:

The Internet And Phones Are The New Showroom And The Key To 88 Million Millennials

Sean V Bradley CSP is going to share his 17 years of experience in Mastering Phone Sales Processes. By attending this session you will have all of your questions answered, such as:

Highly energetic speaker and creator of game changing software... Sean V. Bradley, CSP, MDSG, from Dealer Synergy, is always pushing the limits. As a TOP Automotive trainer, Sean continues to lead the way when it comes to maximizing online tools and resources to increase returns from Internet departments and BDCs. Prepare to be dazzled as he unveils his newest innovation, Money Mind Mapp the Automotive professionals GPS for Success. This financial analysis, forecasting and projection tool is poised to change the way production is measured in dealerships. Expect Sean to deliver an impactful and action packed presentation at IBP XXI.

  • Learn what attrition is and its impact on your dealership
  • Learn how to transform employees into entrpreneurs
  • Learn to equate training resources into net profits
  • Understand how to effectively target and recruit millennials
  • Learn how to implement the (RDT = Profitability) equation




Stacey Ellison

BDC Coach - BDC Max

Stacey Ellison has been a strong car salesperson and more importantly as BDC Director in retail she set records for equity results and lead response!

Stacey was a very successful BDC Director and Consultant for several years before she began working with Craig Lockerd, CEO and Founder of Automax Recruiting and Training. She has hired, trained and built complete BDC departments, and is a CRM subject-matter expert (SME) and is an excellent sales, BDC, and phone trainer.

She has worked with franchises from Ford, GM, Audi, Kia to Toyota, and she also works with independent dealers. As co-founder of BDC Max, Stacey brings years of experience and unique success to bear for their client dealers.

BDC Max is the affiliated company of Automax Recruiting and Training offering full BDC/Internet Department installs and relaunches. We offer onsite and remote training for BDC departments, internet sales staff, equity mining and CRM training for sales and management personnel. We realize a cookie cutter training program doesn’t work so our team customizes a training program based on your makes, vision and dealership culture. In addition, we recruit, hire and train staff, work with existing BDC/Internet Managers, assist creating a dealership value proposition package, employee pay plans and lead provider ROI and install customized email templates!

Stacey will be presenting:

BDC and Data Mining




Katti Fields

V.P. Product Development & Operations - Edmunds.com

Katti joined Edmunds in 2001 as the Web Production Manager and through her long tenure has led project management, strategic planning, product and sales operations functions. Recently her focus has shifted to leading development of a portfolio of next generation mobile products for car shoppers. Katti also oversees the company’s Dealer Operations function, which provides industry-leading service to our dealer partners to ensure they maximize the ROI from their partnership with Edmunds.

Katti will be presenting:

Car Shopping is Changing Fast, Don’t be left in the Dust

Edmunds is the leading car information and shopping platform, connecting dealers with buyers and influencing over $232B in car sales. We make it our business to know everything about car shoppers and their behavior, always there at every stage of the car shopping journey, and helping them find their perfect car. Dealers can tap into an array of innovative tools to more seamlessly connect with in-market shoppers.

This session will cover:

  • Understand the changing needs of today’s car shoppers and the increasing preference for message-based communications.
  • Learn about technology innovations in chat and messaging that are poised to impact automotive retail and how you can keep pace.
  • Learn how to leverage the Facebook platform with proven custom audience targeting that expands the reach of your dealership and acquires new shoppers.
  • Understand the importance of having tools that help your brand be front and center at every stage of the customer car shopping journey.




Greg Gifford

Director of Search & Social - DealerOn

Greg Gifford is the Director of Search and Social at DealerOn, running the entire Dallas office when he’s not out speaking. He's got over 16 years of online marketing and web design experience, and he speaks internationally at both automotive and SEO conferences, teaching thousands of small business owners and marketers how to make their sites more visible in local searches.

Greg also spends his time doing freelance website design and SEO for local businesses. He graduated from Southern Methodist University with a BA in Cinema and Communications, and has an obscure movie quote for just about any situation.




Christopher Scott Herman

President - Herman Advertising

Christopher Scott Herman, President of Herman Advertising in Fort Lauderdale, Florida, is a veteran of the retail automotive advertising and marketing industry. Having had the unique opportunity to work on both the agency and dealership sides of the business, Christopher commands a strong sense of the operational needs of a dealership and the creative solutions dealers need to successfully market their business.

Christopher will be presenting:

12 Steps to Success - Prioritizing Your Marketing Efforts

In our current marketing landscape, it can be difficult for dealers to make sense of the limitless channels with which they can market their dealership. From digital to traditional, dealers have hundreds of avenues with which to communicate their unique message. This presentation will help dealers prioritize their marketing efforts through the use of:

  • Logical real-world analogies that all dealers will relate to
  • Insight into modern techniques backed by results driven data
  • Examples of how dealers can support digital efforts with traditional advertising for maximum results




Bobbie Herron

Director of Dealer Marketing - ZMOT

Bobbie Herron is the Director of Dealer Marketing for ZMOT Auto and is responsible for the creation and implementation of Digital Marketing strategies and conversion best practices for dealer clients.

Utilizing market information and cutting edge technology to increase consumer engagement and create targeted in-market buyer opportunities, ZMOT is best known for providing unparalleled tailor-designed digital sales solutions, 1:1 sales attribution and regional exclusivity for automotive dealerships within the United Stated, Canada and Mexico.

Bobbie had spent over 16 years enjoying a diverse automotive career and various responsibilities within a retail dealership, including General Manager, before coming to ZMOT. She is a very popular presenter at numerous conferences including Digital Dealer, Women in Automotive and Driving Sales, a guest lecturer at Northwood University, and a named winner of the 2015 Automotive News “40 Under 40”. Bobbie can be reached at BHerron@ZMoTAuto.com.

Bobbie will be sharing the formula and the "Secret Sauce" that makes ZMOT and the Cardinale Group so ultra-successful.

Bobbie's featured presentation at Battle Plan 21 is titled:

Predictive Profit! - Maximize Your Sales & Performance Utilizing Your Active Data

Herron says, “Any dealership can achieve incredible numbers, regardless of the economy, with management-driven predictable and sustainable processes."

This session is primarily management focused and will greatly benefit Dealer Principals, Senior Leadership, Platform Executives, General Managers, General Sales Managers and Internet Management.




Julian Johnston

Senior Director of Product Consultants - AutoAlert, LLC

Julian Johnston is Director of Product Consultants at AutoAlert, an industry-leading data-mining and comprehensive portfolio management platform that identifies high-quality sales opportunities, increases gross margins, and improves customer retention.

With over 8 years in the automotive industry, Julian is dedicated to helping dealerships unlock the power of their databases. His experience with business development, sales, and marketing strategy makes Julian a highly sought-after advisor for brands, dealerships, and automotive innovators. He is a leader in dealer strategy and product consulting, striving to strengthen marketing direction and sales growth, while working to help dealers succeed in gaining and retaining customers.

Julian will be presenting:

Buried Treasure: Finding the Profit Hidden in Your Database

  • Today’s marketplace is full of savvy consumers who are eager to be in charge of their own customer journeys. Dealerships that focus on existing customers - retaining those who have previously purchased from them - will gain an edge over their competitors. After all, it’s tougher and more expensive to gain new customers than it is to retain those who’ve already purchased from you.

  • Successful, cutting-edge data mining involves communicating ongoing, consistent value to your customers. Rather than simply unearthing shopper details, dealerships must implement a comprehensive platform that includes targeted messaging, real-time reporting and tracking, as well as individualized offers in order to reach the right customers at the right time.

  • Smart dealerships have realized consumers are much more discerning when it comes to the communications they keep, read, and respond to - and no one wants to end up in the junk mail pile! By focusing on what’s important and delivering relevant, data-driven messages that matter to your customers, your dealership can reclaim its share of mailboxes and make more sales.

  • Ups pull into your service drive every day, all day long - and if you’re not focused on who’s arriving, what service is being done, and even who’s in an equity situation every single time service or maintenance is done, you’re potentially losing sales. Your database is home to a wealth of information about these customers, and you can be ready and waiting for them with offers as soon as they arrive.

  • The moment a warranty expires, your dealership stands to lose a customer. However, when you leverage the data that’s at your fingertips to educate customers about expiring warranties and new-vehicle opportunities, you’ll be able to retain their business and get them into newer vehicles. By utilizing valuable warranty information, you can boost sales and build trust in your dealership.




Elise Kephart-Adame

Founder - The Elise Kephart Experience

ELISE KEPHART is the founder of The Elise Kephart Experience, a company focused on helping dealerships strengthen their process, sales teams and lead handling utilizing tactics with a emphasis on improving phone skills and utilizing video email. An international sales/marketing phenomenon in the auto industry, Elise is nationally recognized as "The YouTube Diva” for her persuasive personalized video greetings. Since 2007 she sold countless vehicles to clients by creating a strong bond with her customers through the power of unique video messages. Among her high volume sales, she has also earned top performing CSI. With her unique approach to videos, her phone skills and selling background, Elise has visited dealerships across the country teaching her one of a kind method. Her approach has been praised by the likes of Ziegler, Cardone and Bradley. She has been published in magazines both in the US and Canada. Elise has presented at seminars including Ziegler's IBP, Driving Sales Executive Summit, Digital Dealer and The General Motors 2015 Compass Tour. Elise resides in San Luis Obispo, California with her two daughter's Leelee and Jaelyn and her husband John. She can be reached at elise@elisekephart.com

The Elise Kephart Experience focus' on improving dealer partner's process', sales teams and lead handling tactics using her methods praised nationally with her background in retail automotive. Her reputation is widely known for improving the industry's phone skills and internet sales process' with an emphasis on video email – a method pioneered by Kephart when working automotive internet sales in 2009.

Elise will be presenting a brand new topic exclusively to Internet Battle Plan:


One camera. One minute. One change you should be doing right now to increase your connections online.

Elise first presented in 2010 at Internet Battle Plan in Las Vegas teaching dealerships how to actually implement video email step by step. Six years later – there are massive amounts of improvements to technology to allow for a smoother transitional leap into video email. In this eye opening session learn how to actually send a video email to your customers with one camera, and in under one minute. Dive into the best practices with video email and follow-up to get in front of your customers, more often. If you have ever told yourself - "I don't have enough time to do video email” you will not want to miss this session where Elise will step by step show you how to use video email whether from your smartphone or webcam.




Mat Koenig

CEO - KonigCo & Buscador de Auto

With over two decades in the automotive industry, Mat Koenig is one of the most sought after speakers when it comes to Spanish website, mobile marketing and social engagement. He is the CEO of BDA Spanish Marketing, the ONLY company in the Country to do full Spanish websites right


Mat’s “tell it like it is” approach when it comes to vendor accountability and putting humanity back into car sales is one of the many reasons why dealers love working with him. Learn more about Mat’s company at www.bdaspanish.com and connect with him at www.matkoenig.com

Mat will be presenting:

Press 2 for Spanish

In an industry that’s always been in English, dealers are struggling with reaching the Hispanic community the right way. In this session Mat will help dealers understand why it’s critical to reach Hispanic buyers in Spanish and how to do it in the most effective ways possible. In his session you’ll learn:

  • How many Hispanics will buy cars in your market over the next 180 days
  • How to target Hispanic buyers on Facebook
  • Why Google translate is the WORST option for your website
  • Why 99% of Dealers are failing with their Spanish marketing
  • How to double your current sales by connecting with Hispanic buyers




Eric Miltsch

Co-founder of DealerTeamwork & VP of Auto Outlets USA

Eric Miltsch is a successful automotive professional specializing in search, social,& mobile marketing strategies. As DealerTeamwork's Chief Marketing Officer, he drives the brand strategy, product communications and all other marketing activities.

He's been an active member of the retail automotive community for over 10 years and speaks at such events as NADA, DSES, IBP, ReThink at Google and many others. Eric enjoys leading by example educating car dealers and sharing his real-world experiences to help continuously improve their performance. Eric has had the opportunity to consult with dealerships ranging from the largest groups in the nation to NAIDA Top 50 dealers.

His dealership experience includes helping build Auction Direct USA into the #1 Independent Dealership in the USA for three years running; ADUSA was also the #1 fastest growing company in Rochester. He's currently a partner in a new, fast-growing independent dealership which opened in 2015, Auto Outlets USA, and now has three locations in Rochester, NY.

Eric enjoys traveling, keeping up with the latest MarTech trends and spending time learning the rules of the road on the race track. He currently resides in Rochester, NY with his wife and two sons.

Eric will be presenting:

Learn how to create a significant competitive advantage using your offer data!
Change the way you manage your marketing and get more buyers to see your vehicles.

Eric Miltsch will show you what's wrong with today's marketing processes and how your vehicle merchandising efforts can be improved to create real results.

Dealer's struggle with creating, distributing and managing relevant marketing campaigns that connect more in-market buyers with their inventory. The entire process takes too long, is expensive and often ineffective. After talking with some of the most forward-thinking minds in the business, they agree we've solved these problems.

Learn how you can improve your campaign effectiveness, get more accomplished and create greater accountability for your marketing efforts using the newest and most disruptive platform in the retail automotive industry.




Reuben Muinos

Director of Business Development - Dealer Socket

Muinos focuses on continuing to grow DealerSocket's OEM relationships and building additional business with large dealer groups.

Prior to joining DealerSocket, Reuben Muinos was with the Galpin Motors organization for a combined 17 years. In addition to being the number one volume Ford dealer in world for 19 consecutive years, Galpin is one of the most honored dealership groups in automotive history

Reuben has worked in many facets during his tenure at Galpin including E-commerce Director and technology advisor for all of Galpin's franchises which includes Ford, Lincoln, Mercury, Mazda, Jaguar, Volvo, Honda, Aston Martin and Saturn. As e-Commerce Director, Reuben propelled Galpin Ford to the number one e-Commerce store in the nation according to Ford Motor Company.

In addition to his experience at Galpin, Reuben has been a featured contributor to many top tier industry magazines, conferences and seminars. He has traveled the country providing advice to dealerships, OEMs and dealer groups on how to best use technology to drive sales.

"Reuben is an incredible asset and DealerSocket is very pleased to have a top notch industry veteran of his caliber on our team," said Matt Redden, DealerSocket Vice President of Sales.




Shaun Raines

VP Business Development - DealerON

Shaun wanted to be a rock star playing drums to the delight of thousands. Turns out, he became a digital marketing rock star in the automotive industry teaching, coaching and helping car dealers reach their potential. He has 20+ years of experience with digital marketing, websites, SEM/PPC, SEO, social media, branding, management, leadership and team building. He is a highly sought after speaker and currently serves as the VP of Business Development at DealerOn.




David Regn

Co-founder - Stream Companies

Mr. Regn's early roles in the company included account executive, copywriter, production director, media buyer, and CEO (to name a few). Eventually Stream Companies would grow from the two partners and an intern to 50 full time employees. Mr. Regn currently oversees all daily operations, including a production department, media department, graphic design team, web development team, social marketing team, copywriting team, sales force, and management team in Stream's Malvern headquarters, as well as satellite offices in Center City Philadelphia, New Jersey, and New England.

Stream Companies started out with just a few local clients. Today they proudly service over 80 local, national, international, and Fortune 1000 companies is a variety of markets.

As Stream Companies grew, so did its capabilities. The company started out as a traditional advertising agency. Today it is a top traditional and digital agency, featuring a full production suite, a complete web development team capable of building and managing large scale websites, and a team of experts handling SEO, SEM, & social marketing.




Rae Selvey

Executive Director, Dealer Sales & Development -

Rae boasts 30 years of auto industry experience ranging from Sales to General Manager within franchised stores as well as key sales management roles within automotive vendors and OEMs; She joined Edmunds in 2011, and her knowledge and expertise in digital marketing, combined with retail experience have helped her successfully lead the sales team.

Rae will be presenting:

Car Shopping is Changing Fast, Don’t be left in the Dust

Edmunds is the leading car information and shopping platform, connecting dealers with buyers and influencing over $232B in car sales. We make it our business to know everything about car shoppers and their behavior, always there at every stage of the car shopping journey, and helping them find their perfect car. Dealers can tap into an array of innovative tools to more seamlessly connect with in-market shoppers.

This session will cover:

  • Understand the changing needs of today’s car shoppers and the increasing preference for message-based communications.
  • Learn about technology innovations in chat and messaging that are poised to impact automotive retail and how you can keep pace.
  • Learn how to leverage the Facebook platform with proven custom audience targeting that expands the reach of your dealership and acquires new shoppers.
  • Understand the importance of having tools that help your brand be front and center at every stage of the customer car shopping journey.




Jay Skowron

Founder & Pricipal - DealerDefender

Jay Skowron is the founder and principal of DealerDefender, a company focused on online review site management, customer experience, and social media marketing for the automotive industry, as well as HospitalityDefender, providing the same to businesses in the hospitality industry.

Having spent almost two decades in the customer service industry, he has transitioned to helping businesses in the automotive space establish and maintain their online presence and help ensure their customers’ satisfaction.

Jay was quoted numerous times in the 2014 book The Everything Guide to Customer Engagement, has been featured in AutoSuccess magazine, and is currently based in the San Francisco Bay Area. He can be reached at jay@thedealerdefender.com. A longtime sponsor of Jim’s Battle Plans, this is his debut speaking engagement there.

Jay will be presenting:

Why Online Reviews Matter (Yes, Even Yelp!)

Take control of your DealerRater, Yelp & Google+ reviews: Online reviews play a big part in either driving traffic into your dealership, or driving your customers away. A one-star increase on Yelp can increase your revenue by 9% or more. Make sure you’re sending the right message!

Jay will discuss:

  • Why you get bad reviews
  • Why you need to respond to them
  • How to handle unfair reviews
  • How to head off bad reviews at the pass
  • And more!

This entertaining and high-energy presentation will leave you with a sense of control over your online reputation that you can put into action immediately – even right from your phone!




Kerri Wise

VP - Dealer Marketing - TrueCar, Inc.

Kerri Wise is Vice President, Dealer Marketing at TrueCar. In her role, she leads dealer marketing and relations, ensuring dealers are aware of and engage with the TrueCar platform, tools and best practices.

Kerri's automotive career spans nearly 18 years consulting, training, and communicating with dealers and OEMs on digital marketing, consumer insights, and sales process. Prior to joining TrueCar, Kerri spent 4 years as an Executive Director of Dealer Training at Edmunds.com leading product and sales training for Edmunds dealers and the internal sales team. Kerri also spent 12 years at J.D. Power and Associates where she consulted both OEMs and dealers on automotive consumer insights.

Kerri earned her Bachelor of Science degree in Business Administration from California State University-Northridge.

Kerri will be presenting:

Habits of Highly Successful Dealers

A Tug-of-War exists in the car buying process. Today’s car buyer seeks to maintain control of the process, using information and technology to help them with each decision. On the same token, dealers also want to maintain control in order to protect their profitability and bottom line. The most successful dealers find a way to thrive in today’s transparent marketplace.

In this session, you will gain insights from a recent study of top performing dealers that enjoy close rates 2X better than their local competition, plus a study of car buyers nationwide. Specifically, this session will:

  • Examine the consumer pain points that top dealers successfully address
  • Identify the disconnects between the online and offline process
  • Highlight the specific tactics that help top performing dealers balance transparency and sales success




Jim Ziegler, CSP - The "Alpha Dawg"

President & CEO - Ziegler SuperSystems

James A. Ziegler, CSP, HSG... going on 40 years, Jim Ziegler's been a recognized industry, writer, speaker and super performer... a record setting manager with some of the top automobile dealerships in the country.

Jim's credentials include:

  • Worked with 15,000 dealerships nationwide
  • 100,000 Dealers, Managers and Executives attended his seminars
  • He's worked in 1000 showrooms in 200 cities in 49 states
  • Jim has been the featured keynote speaker 98 State Automobile Dealer Association Conventions
  • Rated in top ten workshop speakers at 14 National NADA Conventions
  • Featured speaker at three Digital Dealer Conventions, including Keynote at DD2 in Las Vegas
  • Widely read National Columnist, Dealer Magazine

Jim is a Certified Speaking Professional (CSP) , the most highly sought after ultimate earned designation with The National Speakers Association.

Jim Ziegler, the 'Alpha Dawg Himself' will take the stage with his controversial presentation...
"20 Things I'd Do Immediately If I Bought Your Dealership Today"

Ziegler has performed this presentation at three major automotive conferences in 2016 and this content has fueled a lot of conversation and debate. Jim Ziegler has earned a reputation for his ability to grow dealerships to the ‘Big Numbers’ in a short amount of time. Experience the Dawg on stage as he lets it all loose.

Many dealerships are using it to provoke discussions in their management meetings. Not everyone will be happy with Ziegler's in-your-face style of telling it like he sees it as he discusses who to hire, who to fire, what vendors to cancel and what vendors to hire. What process changes dealerships need to make, what dealers need to start doing with sales marketing, and what they need to stop doing: The man is going to draw the blueprint that you can use to crush competitors who weren’t smart enough to buy a ticket to this conference.



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Event Details

January 10-11, 2017

Crown Plaza Hotel - Atlanta Midtown

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You Will Learn

  • How to maximize existing profit centers and create new ones
  • How to ensure that your dealership doesn't waste a single opportunity to...

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Our Mission

In today's fiercely competitive retail environment, every dealership must be operating at maximum efficiency...

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