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




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




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.




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




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.




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!




Chris Sondesky

CF Search Marketing

Over the past 19 years, Chris Sondesky has climbed the retail ladder from Lot Attendant to General Manager to group marketing executive & VP, allowing him to gain a comprehensive knowledge of nearly every facet of the automotive industry along the away. Most notably, Chris is responsible for one of the largest single point Business Development/Internet Departments on the East Coast for large franchised dealerships. Able to boast a consistent delivery of nearly 1000 fresh sales opportunities monthly, Chris is bringing his extensive retail expertise to an exclusive list of clients who have consistently increased net profits and value since 2015.

Chris will be presenting:

Is Your Process Leaking Profit?

  • Find over $100K/month in lost opportunities with a fresh perspective on your process
  • Your digital marketing, BDC, Phone, and Lead handling processes are your #1 source for incremental increases in both gross and NET profit
  • We’ll review cost control structures to ensure everyone participates in the expense and success
  • Identify the metrics needed to effectively judge the ROI on the full spectrum of your Internet operations
  • Things your managers can do in just 30 minutes a day to add 15% to their paychecks
  • How this all ties together to create happier customers and more productive employees




Sean Stapleton

CEO & Co-founder - Dealer Teamwork

Sean Stapleton entered the automotive software industry by co-founding IMS, which was later acquired by Who’s Calling. He worked as Vice President of National Accounts and as Vice President of Automotive Sales for Who’s Calling, where he defined market expectations for the emerging Call Measurement and Monitoring industry. He later co-founded and established Visible Customer as an automotive market brand.

Sean joined VinSolutions as the Executive Vice President of Sales August 2010. Later named Chief Sales Officer and appointed to the VinSolutions’ Board in 2010, Sean was a key component in executing the next step in the company’s evolution: making the industry aware of its successes and new solutions.

VinSolutions realized growth of 678% under Sean Stapleton, contributing directly to the company being ranked by Inc. 500 in 2010 as the 33rd fastest growing software company and 447th fastest growing company overall, and listed again in 2011, 2012, and 2013! Sean was Chief Sales Officer when AutoTrader.com purchased VinSolutions in June of 2011. He ultimately became the Vice President of Sales and Marketing at VinSolutions prior to leaving the company in 2014.

Sean is a highly regarded sales leader and author in many top automotive trade magazines and a respected events speaker. With memberships in all major automotive networking groups, Sean’s expertise, leadership, and successful track record are sought as a consultant and mentor to many.

In addition to his work in the automotive industry, Sean Stapleton works as a major fundraiser for Merrick Inc., http://www.merrickinc.org/, a non-profit organization whose goal is to empower adults with disabilities through vocational and social opportunities. Sean resides in Minneapolis, MN with his wife and three children.

Sean will be presenting:

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

Sean Stapleton will show you what's wrong with today's digital marketing processes and how your marketing campaigns can be improved to create highly relevant results leveraging your transactional data.

Dealers 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.

Key Presentation Takeaways:

  • How to identify the gaps in your current marketing processes (Make more money while spending less!)
  • How to prepare your website for quality traffic
  • How to convert in-market buyers
  • Why search engines need relevant content to rank your pages better
  • How to build the highest quality content and pages that search engines will love!




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.



Some alt text

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...

Read more ⇉

Some alt text

Our Mission

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

Read more ⇉