Dealer Huddle III – VIP Automotive Event Recap

Dealer Huddle III March 2018, Facebook Canada

Last week, the Strathcom team was honoured to not only attend Dealer Huddle III, but to also be on the speaking roster. This year’s Dealer Huddle Automotive Event was hosted at Facebook Canada’s head office in the MaRS Discovery Building in Toronto, On. Dealer Huddle is a VIP Automotive event focused on the future of Canadian Automotive trends, and it brought together an impressive list of speakers for a room filled with dealers and students from the Georgian College Automotive Business School.

The morning kicked off with an exciting presentation from Josh Bloom, Head of Autos for Facebook Canada. He really hit home on the importance of focusing on mobile and even stated that 80% of Facebook’s revenue is generating from mobile. Josh had some great examples of how to utilize video on Facebook and what to try to make it stand out on a busy newsfeed. The whole idea behind video is to connect with your audience — make it personal!

I was honoured to present at the Dealer Huddle Automotive Event and to go up right after Josh. Although his Wakanda dad-joke fell flat (if you don’t get the reference, please drop what you’re doing and watch Black Panther right now!), I was excited to showcase how dealers can put Facebook into practice. In this industry, we are inundated with data from both Facebook and Google and it can be challenging to know what you should do with it all. In my presentation, I was able to showcase how to make that data work for you. We went through a number of real-life dealership examples showcasing how you can use Facebook’s ad formats and unreal targeting tools to ensure you’re getting the right message in front of the right audience. If you’re curious to see those examples, shoot me an email – alecia@strathcom.com. Main takeaways from my presentation during this Dealer Huddle Automotive Event were to get creative, test absolutely everything and to find the right advertising agency to partner with to execute your strategies.

Mike Blackmore was up next to give us all a behind-the-scenes look at his experience in the automotive industry so far. If you’re curious as to what a marketing career in Auto could look like, Mike is definitely the person to talk to. He has a ton of dealership experience and has been the Chief Marketing Officer for the Harms since 2010. Mike showcased a number of tips for how to manage expectations, what a ‘normal’ work week might look like. and how he constantly works to stay relevant.

Networking is such a huge part of any marketing or Sales role and Logan Kierstead ran us through some great examples of how we can go about it differently. When we think of networking, I think everyone’s first reaction is to tighten up, clench their jaws and start sweating a little bit. It’s safe to say that it’s an uncomfortable exercise, so what can you do to get around it? Logan’s tips were to think of what you stand for (being confident, approachable, friendly, etc.), be patient, be consistent, and more importantly, be authentic. Utilizing platforms like LinkedIn are great for introducing yourself to new people and building valuable connections with others in automotive industry.

Dealer Huddle Automotive Event

After lunch, we had Adam Biesenthal from the Drive Auto Group run us through the importance of building the right team at the dealership. Some of the stats he shared were quite daunting, like how 39% of Sales Consultant jobs end in termination and the average tenure in the auto industry is 2.5 years, and yet it takes up to 3 years for an employee to reach their maximum proficiency. So what’s the number one thing you can do to change this? Have an onboarding plan! Instead of throwing a new Salesperson on the floor with little to no training and expecting them to sell 15 cars in their first month, show them the ropes, introduce them to the staff, and maybe take them for lunch on their first day. Do something different!

Speaking of that… Brent Wees was up next to give a killer presentation on Doing One Thing Different Today! Sounds easy, right? We all think that we’re multi-taskers, but really, we’re just half-assing a number of different projects all at once and talking about how busy we all are. Brent’s five tips during this Dealer Huddle Automotive Event were to:

  1. Research like the wind – ask yourself, can I Google this
  2. One day, one focus – no one can multi-task
  3. Stories, not selfies – take a quick look at your Instagram feed; what story does it tell?
  4. Be Authentic – everyone can see through the bullshit
  5. Understand the brand – the body of work you stand for and not the props you use

To finish up this killer day, we had none other than Brian Sencich to hit the stage. As the Auto Client Partner at Facebook Canada, Brian gets grilled with questions on the effectiveness of Facebook on a daily basis. Continuing with Josh’s theme of mobile, Brian showcased how your phone is no longer just a piece of technology, it’s a piece of consumer behavior. We’ve come a long way from the Danny Glover-Lethal Weapon days when we were walking around with the equivalent of a car battery just to make a call. Now we have more power with our two thumbs than we’ve ever had before. In the past, you could never say that you were able to sell your house the second day it was on the market because your realtor was smart enough to post it on Facebook and it was discovered by someone interested in the post as they were scrolling on their newsfeed while sitting on their couch at home. Mobile is what ties everything together for consumers and Facebook gives you the ability to connect with potential buyers on a different level. If neither of these focuses are in your 2018 plan already, then you are already behind!

Special thanks to Jay Radke and R22.io for hosting this great Dealer Huddle Automotive Event and bringing so many of us from the industry together. We hope to see you all out next year!

Interested in learning more about setting up a mobile strategy for 2018? Are you sad you missed out on this killer VIP automotive event? If you said yes, then reach out to info@strathcom.com to get more information and be added to our event invite list!

Automotive Conferences You Should Check Out in 2018

Group of people sitting in a row and applauding at conference.

 

Canadian International Auto Show

Toronto – February 16-25, 2018

AutoShow 2018 is excited present attendees with fast and furious opportunities and experience throughout this 10 day event! Continue reading “Automotive Conferences You Should Check Out in 2018”

Consumers in Canada and U.S. Set Record Sales in 2016

Despite the drop in oil prices that resulted in lower sales for Albertans, Canadian and American automakers had record sales years in 2016. For the fourth consecutive year, Canadian automakers have exceeded their previous year’s sales.

Despite the price of oil, vehicle sales continue to rise.

In the Canadian sales race, Ford took the top spot with a 9% increase in deliveries, ahead of FCA Canada, which was the top dog in 2015. Automakers are noting consumers’ change of interest, specifically the shift from passenger cars toward trucks and SUV’s. This shift has affected their investments on a factory level across Mexico and the United States. In 2016, Nissan’s Rogue crossover surpassed the Altima as their best-selling vehicle, and the Ford F-Series outsold their passenger cars.

Despite the booming growth in 2016, experts anticipate a slight decline coming up in 2017. Dennis DesRosiers of DesRosiers Automotive Consultants Inc. expects a 3% decrease in sales for the Canadian Market. However, DesRosiers recognizes that a stabilizing and growing economy could push for another record breaking year in 2017. But no matter which way the sales go for 2017, experts agree that the Canadian auto market is not destined for failure, and sales likely won’t differentiate by more than 5%.

The outlook for 2017 is very positive overall.

Only time will tell whether the Canadian auto industry will thrive for a fifth year, or whether sales will decline. But one thing is for certain – it won’t break us. Douglas Porter, BMO chief economist said, “Even as the broader Canadian economy has struggled in the past two years, the consumer has just kept chugging along.”

What do you think the Canadian auto trends will be this year? Let us know in the comments below!

eMarketer’s Automotive StatPack, 2016

eMarketer has released their Automotive StatPack for 2016. This statpack gives an overview of digital automotive trends in 4 categories:

  1. Industry Sales & Transactions
  2. Ad Spending
  3. Buyers & Consumer Behavior
  4. Consumer Attitudes Toward New Automotive Technology

Below is a quick summary of the report; even though it contains primarily U.S. data, there are still trends in ad spending for OEMs and Dealers, as well as changes in consumer behavior that are relevant to the Canadian market.

Happiness of Buying a New Car Continue reading “eMarketer’s Automotive StatPack, 2016”