Erin Richmond
CEOsMediaAs CEO of sMedia, Erin Richmond is a leading voice in automotive retail innovation, dedicated to helping dealers navigate the complex intersection of technology and operations. Since taking the helm in early 2024, she has focused on bringing radical transparency to dealership marketing. Erin is known for her "practical optimism" and her ability to help dealers simplify their vendor stacks, reduce wasted spend, and refocus on the metrics that actually drive inventory turn. She is a passionate advocate for dealer education and building resilient, data-driven businesses that prioritize floor plan efficiency and measurable profitability.
The 20-Minute Profit Audit: Identifying Waste and Reclaiming Your Marketing Budget
Stop wondering which half of your advertising budget is working. In this high-impact session, you will perform a live, "under-the-hood" audit of your
…Stop wondering which half of your advertising budget is working. In this high-impact session, you will perform a live, "under-the-hood" audit of your dealership’s digital footprint to uncover hidden expenses that fail to move metal. Using your own mo
…Stop wondering which half of your advertising budget is working. In this high-impact session, you will perform a live, "under-the-hood" audit of your dealership’s digital footprint to uncover hidden expenses that fail to move metal. Using your own mobile device, you will learn to distinguish between vanity clicks and genuine shopper intent, leaving with a physical "Profit Scorecard" to align your spend with your highest-priority inventory.
Key Ta
…Stop wondering which half of your advertising budget is working. In this high-impact session, you will perform a live, "under-the-hood" audit of your dealership’s digital footprint to uncover hidden expenses that fail to move metal. Using your own mobile device, you will learn to distinguish between vanity clicks and genuine shopper intent, leaving with a physical "Profit Scorecard" to align your spend with your highest-priority inventory.
Key Takeaways:
- Evaluate shopper quality by applying the "30-second rule" to distinguish between accidental clicks and engaged prospects who are actually viewing your vehicles
- Analyze real-time search results to identify "brand cannibalization" where your budget is wastefully spent bidding on your own dealership name instead of capturing new market share
- Calculate the direct correlation between targeted ad spend and floor plan interest to determine exactly how much you can save by accelerating the turn of aging units
