The theme of this year’s NADA Convention is defined by one very powerful word: “connect." I couldn’t imagine a more perfect term to define this industry. Everything is connected. From the individual parts, materials, and entities that unite to build a vehicle, to the methods dealers use to connect with their customers. The ultimate goal for manufacturers, dealerships, and marketers is to simply find a way to connect with potential buyers.

The avenues of connection are endless and constantly expanding. Real-time data analysis has connected probability with human intent, allowing us to better connect the dots that will ultimately drive more showroom traffic in 2016, which will also lead to more opportunities for human connection. Digital advertising doesn’t sell cars - people do. Experiences sell cars, and that applies to the online experience you offer all the way to the human-to-human interaction in the showroom. We need to leverage tools that will validate digital to showroom connectivity. It is equally important for our sales staff to be able to connect with customers in person when they arrive at the dealership. People buy cars from people they trust, that they share values with, and that know the ins and outs of their inventory.

Last year, NADA Chairman, William Fox mentioned in his keynote address, “Dealers are the face of their manufacturers in every town throughout America.” Which brings me to the point of how important it is for dealerships to have their digital strategies aligned with their OEMs and third-party partners. All messaging should relate to one another across all channels and be consistent at every level. It’s more important than ever for us to bridge the gap in the relationship between manufacturers and dealers. We’re all traveling along the same railroad. All initiatives should follow a single track as we ride the rails towards a single goal: driving buyers into dealerships.

NADA is so incredible because it provides endless opportunities to connect with and learn from other automotive leaders. This industry thrives on both competition and change, and this event is the cultivation of innovation, growth, and collaboration for all.