In my second article evaluating automotive events, I am writing about the 19th annual Kain Digital Workshop. By the end of this article, both dealers and sponsors will be able to make decisions about how to participate and who they should send to the event.

Also known as David Kain’s “Clients and Friends Digital Success Workshop,” this event attracts 125-150 dealership leaders and 90-100 technology leaders to discuss marketing, management and technology best practices for retail automotive. It features keynote sessions, workshops, a Shark Tank for innovative vendor solutions and a dealership best practices competition.

Hosted in Lexington, Ky., David Kain shows off the best of his home state from a high-quality Marriott property to excursions to area attractions such as local distilleries and the famous Keeneland Race Track.

“The workshops and sessions are like a 400 level college course,” said James Klaus, vice president of business development at Cognition.

It’s a challenge for any business to balance the day-to-day workload with the need to educate employees. Luckily for dealers, David Kain is one of the most popular — and most traveled — 20-Group moderators in the country.  So, why attend his Lexington event?  It’s not just about picking the right event, it’s about picking the right people to send to the event. Questions a dealer or group manager might ask include:

Who from my dealership will get the most benefit from attending?

David Kain’s attendee list is the envy of every event planner. Alongside the list of who’s who of dealers, general managers, tech founders, presidents and corporate CEOs, attendees also include the “up and comers” – those people tapped to learn and grow.

According to Jamie Tilley, GSM for Modern Nissan, “I take more people every year for the exposure and learning. It gives everyone the ability to get out of their silo and see how the puzzle fits together in other stores.”

Shane Stender, Managing Partner of Silverback Advertising, notes that “experienced leaders who are hungry to learn and open to new systems and processes will find this a valuable event.”

What should attendees expect to happen at the event?

Attendees should be prepared to learn, discern and get comfortable in high-tech conversations.

Shaun Kniffin, Marketing and Technology Director for Germain Motor says, “the boutique nature of the conference means that everyone has a chance to learn from industry greats like Tim Cox, Alex Vetter, Brice Englert, Steve White and others while they also get to meet new tech innovators. It’s a huge opportunity for everyone.”

Kniffin adds, “It’s the only show where attendees stay to the end. Literally, every minute of that event matters.”

What is the format of the event?

The digital orientation means that the content is focused on technology, specifically digital marketing, fixed operations, BDC, and every aspect of lead and content generation.

Alan Brown, GM of Sam Pack’s Five Star Chevrolet, says “Cutting edge speakers representing cutting edge companies are presenters and attendees. David takes risks and invites new technologies, those that are just proving themselves, to be the focus of evaluation by some of the best and brightest in the industry. GMs have the opportunity to really see how the industry is moving and talk with the founders and tech drivers of the industry.”

“Decision makers should go because decision makers are there,” Kniffin says.

Every vendor struggles to decide which events to support and which to sit out. Budgets won’t allow any but the largest companies to attend more than a few events each year. And, at last count, there were over 35 technology-related automotive retail events – not counting podcasts, 20 Groups and OEM events. How does a technology vendor make the decision?

The basic questions come down to:

How many prospects and/or customers will be there?

David Kain attracts 125-150 dealership leaders, from dealers to general managers to department managers and individual contributors. That may not sound like a lot, but over the course of 3 days, attendees do almost everything together – from sitting in main room sessions, participating in the competitions to dining together and placing bets at the racetrack – it is 72 hours of bonding.

According to Fred Lennartz, co-founder and president of Certified Solutionaries, “it’s a relationship-building event for everyone. It’s about being in the right room with the right people. The event has an elegant feel. The level of the people and their behavior is a step above”

Kristen Blankenship, Product Specialist at Ford Direct, said, “It’s helpful to hear from the dealers, what they are going through and what solutions appeal to them. The networking time brings out the most valuable conversations.”

What is my most important business need? Lead gen? Brand awareness?

Sponsors at David Kain’s event report that the event drives three main things: relationships, partnership opportunities and new business. A first time sponsor in 2023, Shane Stender, reports that the feedback from dealers was amazing.

“Dealers actually want to talk with you, listen to your presentations and learn something.  If you’re in that room, it’s because you’re expected to deliver,” says Stender.

Likewise, Jack Behar, President of TotalCX, says “the gathering of like-minded individuals is both intimate and enlightening.”

How should a sponsor prepare?

The event delivers a combination of formal presentations, workshops and an expo. Sponsors supply promotional material to support a 10×10 space and a raffle prize. Many sponsors also give presentations. If you deliver a workshop or main stage presentation, you must be prepared. James Klaus says “The audience is smart. If you don’t bring a compelling presentation, the audience will know it.”

A prestigious few sponsors are invited to participate in the annual Shark Tank where vendors deliver presentations on their innovation and the audience votes on the winner.

Peter Fong, chief commercial officer for Orbee says, “the event is as powerful as NADA but more approachable, with more opportunities to really connect with other participants.”

Overall, the Kain Digital Workshop works best for experienced marketers, technology leaders and dealership managers. Every person brings knowledge, and leaves a little bit smarter.

At the same time, it is the perfect venue for rising stars to better understand dealership marketing and operations from some of the nation’s best. As you evaluate your event schedule for 2024, dealers should consider the Kain Event for your business and technology leaders. Digital marketing and technology sponsors, come ready to engage and deliver.

About the author: Jennifer Sanford is an experienced SaaS marketing leader passionate about the retail automotive experience. Jennifer is the founder of Sanford Marketing Group, an agency specializing in B2B marketing strategy and project management.