When Charlie Bass of PureCars presents his discussion on “Embracing Change: Importance of Evolving with Your Shoppers” at next month’s CPO Forum, there’s one central digital marketing theme that will likely be top of mind, says PureCars chief executive Jeremy Anspach.

“How to show the right message at the right time.”

It’s often the new-car market that gets the bulk of the attention in the digital advertising space, as it’s perhaps easier to navigate.  But things get more complicated with pre-owned and budgets are limited.

That’s where PureCar’s discussion will come into play.

“So, Charlie’s going to hit on great things like which vehicles on your lot actually need to be marketed. How do you define those vehicles and then how do you execute a media buy for the vehicles that need a boost?” Anspach said. “And then lastly, how do you know what you’re doing is working?”

The presentation from Bass will also include some material that Anspach has not shared in prior presentations.

Among the key takeaways:

• Building an adaptable advertising campaign
• Adjusting your dealership’s initiatives to mirror consumer demands
• Embracing change across platforms

The workshop begins at 1:00 p.m. (PT) on Nov. 14. For more information about CPO Forum and all of the Used Car Week Conferences — which are being held Nov. 14-18 at the Red Rock Casino, Resort and Spa in Las Vegas — visit www.usedcarweek.biz.