TADA’s Auto Dealers Innovation Series Recap

Auto Dealers Innovation Series 2016

This year’s event dove into marketing and sales strategies and featured presentations from several keynote speakers including: “Dragon” and innovation expert Bruce Croxon, Erin Elofson -Director of Auto and Financial Services at Facebook Canada, and Mike Badour – General Manger of Business Development and Direct Marketing at Canada Post.

Key Takeaways 

Bruce Croxon

Bruce Croxon spoke about how now is the best time to be a consumer and how dealers have the ability to reach the consumer through multiple places and products. Everything from Google to Facebook, cellphone to desktop. He said that dealers need to invest in core values that include teamwork, vision and planning, as well as make sure that they are measuring what is working and what isn’t working. Customer acquisition cost is key, and the importance of relationships between businesses and customers is coming back.

DD20_MichaelCirillo_HeadshotThe Dealer Panel discussed the customer journey and the use of technology. The panel  included the perspectives of dealers, vendors, and OEMs and was moderated by Michael Cirillo – Co-Host of The Dealer Playbook Podcast & President of Flexdealer. They determined that, when it comes to marketing, the old school vs new school argument doesn’t matter. You should never assume what level of technical experience your customers have; in other words, you should base your marketing on your customers’ habits, not their age. They also spoke about how customers expect an ‘instant process’ that matches the experience that got them to the dealer in the first place. The importance of price transparency in the online journey was also reiterated.

2._Erin_ElofsonErin Elofson with Facebook Canada told dealers to forget about fans and followers and to think of Facebook as a new channel to get buyers into your dealership. Out of the over 3.1 million mobile apps out there, 82% of the time spent on apps is split between only 5 apps, one of them being Facebook. Something that a lot of people don’t realize about Facebook advertising is the targeting ability. Since everyone logs into Facebook as themselves on all sorts of devices, Facebook always has the ‘real identity’ of users. Not only that, but Facebook can target people using the immense amount of data that they have about users, and they can use CRM and website matching. Also, since Facebook ads show up on your news feed without interrupting your experience, people tend to be more open to ads on Facebook compared to ads on YouTube, for example.

Mike_Badour-crop1-lgMike Badour with Canada Post spoke about how direct marketing is not only still relevant in a digital world, but actually complements other medias for a complete marketing plan. He also introduced Canada Post’s brand new Smartmail Marketing which uses Neuroscience to help businesses find new customers and increase the value of existing customers. Mike used Audi’s A8 launch as an example of a really cool mail campaign.

This was just a short summary of the conference, but as always, we learned a lot and look forward to attending next year!

Auto Remarketing Canada Conference 2016

26243614245_86be07bd9b_bThe 9th annual AR Canada Conference took place on Monday and Tuesday in Toronto, and our President, Duncan Cochrane had the honour of speaking for the second year in a row. The AR Canada conference is presented by ADESA, CARPROOF and Cox Automotive Canada, and is designed to bring members of the used-car industry together to discuss current opportunities and challenges faced by industry members.

This year, there were over 600 used-car industry professionals and 18 different workshops. There were many ideas and insights shared from all aspects of the industry, and it was a great learning opportunity for everyone that attended. If you weren’t able to attend this year, we’ve got you covered. Here are some of the most memorable moments and key takeaways that we observed!

avatar.jpg.320x320pxShawn Vording from Carproof spoke about a national survey that they completed which found that 40% of customers trade in a vehicle, and 61% of people that traded in a vehicle thought that their trade in value was too low. Are you educating your customers on how the value of their vehicle is determined? Shawn was also able to backup these statistics by doing a live poll with the audience.

25989074080_44155ec0b2_bAnother memorable presentation was from Erin Elofson from Facebook. Facebook is so much more than likes and shares; did you know that there are large, attention-grabbing, lead-generating ad formats available on Facebook? Erin also shared some interesting stats including:

  •  1 out of every 4 minutes spent on mobile in Canada is spent on Facebook and Instagram
  • over 21 million Canadians have Facebook and 16 million of those users are on Facebook every day.

So not only does Facebook give you the ability to create large, creative ads, but also gives you a reach of over 16 million people. This is a huge opportunity that dealers can and should utilize.

25640942533_b438c1f315_bDuncan spoke about Iteration and Personalization. He discussed why it’s important and how dealerships can incorporate it into their websites. Dealerships are now selling to a generation of customers that expects their buying experience to be personalized to them, and Strathcom Media has the tools to help sell to this new customer base.

We had a great time at AR Canada again this year, and we look forward to seeing everyone again at AR Canada 2017!

The Best Automotive Conferences to Attend in 2016

 

2016 Young Executive Society (YES) Conference – Vaughn, Ontario

March 29th

Held in the city of Vaughn, the Young Executive Society Conference is designed for the young, up-and-coming industry leaders that are seeking an opportunity for professional development and networking. This event takes place in the afternoon, starting off with lunch and ending with a workshop. Keynote speakers at this event include Ron Tite and Dave Fifield. Ron Tite is a branding and creativity expert, and Dave Fifield is an industry mentor currently with Wakefield Canada. If you are an automotive executive in the making, don’t miss out on this professional growth opportunity!

For more information, follow the link below:

https://www.aiacanada.com/event/2016-young-executive-society-yes-conference/#program_at_a_glance

 

NADA Convention & Expo – Las Vegas

March 31st – April 3rd

The National Automobile Dealers Association (NADA) convention is the largest convention for franchised new-vehicle dealers in the world. This event includes hundreds of exhibits, dozens of workshops, and an opportunity to network with executives from major manufacturers. The NADA convention also boasts a star-studded list of keynote speakers including: Jeff Foxworthy, Karl Rove, Howard Dean, Peyton Manning and more. But why let me explain it to you when you can see the event yourself through the eyes of canines?

For more information, follow the link below:

http://www.nadaconvention.org/nada2016/public/enter.aspx

 

AR Canada – Toronto

April 4th-5th

Auto Remarketing Canada is an excellent networking opportunity for everyone in the remarketing and used-vehicle industry. Not only has this event seen higher attendance each year for nearly 10 years, but it also brings together hundreds of dealers and exhibitors alike. Participants get to network with industry leaders, attend workshops, and meet with top automotive companies exhibiting their products and services; all while learning about upcoming trends and strategic ways to apply them. Speakers include professionals from all over the automotive industry, including our very own President, Duncan Cochrane.

If you are in the used-vehicle industry or the remarketing industry, this event should definitely be on your calendar!

For more information, follow the link below:

http://arcanada.autoremarketing.com/

 

Women & Automotive Conference – Toronto

April 6th

Between 2010 and 2015, the number of women in the North American automotive industry has been rising. In the last 5 years, the industry has seen four more women as CEO’s and 10 more women in executive officer positions.

The Women & Automotive conference is a platform for women to discuss current opportunities and challenges that women are facing in the industry. Speakers will discuss ways for auto companies to recruit and retain women, as well as ways to develop more education, leadership, networking, and growth opportunities for them. One speaker is our very own Trish Rowsell who will be discussing ways dealers can utilize their Google Analytics data to get the most out of their marketing dollars in slow economic times.

The event will not only discuss women in dealerships, but also the emerging opportunities in manufacturing, finance, banking, insurance and supplier segments in Canada.

For more information, follow the link below:

http://www.womenandautomotive.com/

 

DrivingSales Presidents Club – Miami

May 4th – 6th

This event was created for Owners, Dealers, General Managers and other executives that are looking to gain deeper, practical knowledge from their peers rather than opinion leaders from other industries. Industry executives will discuss new practices that they are implementing, as well as common problems that themselves and other dealers are facing and how they are solving them. Since the topics discussed are only related to the automotive industry, attendees can be certain that they will leave with a real plan, derived from real problems, solved by their real peers.

For more information, follow the link below:

http://drivingsalespresidentsclub.com/

 

DrivingSales Canadian Dealer Forum – Vancouver

June 20th-21st

Similar to the DrivingSales Executive Summit, but with a Canadian twist. This forum brings together industry leaders to collaborate with each other and inspire each other. It also includes insights from professionals outside the automotive industry to provide a thorough and broad perspective on how dealers can achieve measurable results. Some conferences want to be innovative and revolutionary, this conference is designed to be a practical forum for dealers to develop actionable plans.

For more information, follow the link below:

http://canadiandealerforum.drivingsales.com/

 

Google Think Auto – Toronto

September 8th

Google is arguably the largest, most successful company in the world. Google brings their influence and knowledge to the automotive industry at their annual Google Think Auto conference. At this conference, Google representatives share their data and forecasts from a strictly automotive perspective. If you are going to listen to anyone about what to expect in your industry, Google would definitely be the one to listen to.

The location and date for Google Think Auto 2016 has yet to be announced, but check back with Google’s largest Canadian automotive partner – Strathcom Media – and we will get you all the details!

For more information, follow the link below:

https://www.thinkwithgoogle.com/topics/automotive.html

 

TADA Auto Dealers Innovation Series

Ottawa – September 13th, Toronto – September 14th

Formerly the Canadian Digital Dealer Conference, the Auto Dealers Innovation Series has evolved to incorporate a broader variety of insights including sales, marketing, leadership and development. This range of perspectives will give you the knowledge to grow your business utilizing more than just one department. Like its American counterpart – NADA Convention & Expo – there are several inspiring keystone speakers including: Erin Elofson from Facebook Canada and former ‘Dragon’ Bruce Croxon!

For more information, follow the link below:

http://www.tada.ca/AutoDealers-Innovation-Series

 

DealerTalk

Toronto – September 20th, Montreal – September 28th, Calgary – October 6th

Put together by Free For All Marketing and Kijiji, the DealerTalk conference teaches dealers the latest trends and innovations in online sales and marketing. The first few conferences were held in Toronto and, due to the popularity, in 2015 it was expanded into Calgary. The conference includes keynote speakers and networking opportunities designed to teach dealers new ways to market their business and generate more leads.

If you are looking for ways to improve, upgrade, or revive your marketing strategy, DealerTalk is a must attend. The date and location has not yet been released for DealerTalk 2016, but check back with us here at Strathcom and we will keep you in the loop!

For more information, follow the links below:

http://dealertalk.ca/

 

DrivingSales Executive Summit – Las Vegas

October 23rd – 25th

The DrivingSales Executive Summit in Las Vegas is an event curated for those Dealers, General Managers and decision-makers who have grown weary of traditional conferences and exhibitions. The goal of this conference is to inspire innovation among the top leaders in the automotive industry by being dealer driven as opposed to vendor driven. With nine keynote speakers with backgrounds in everything from marketing to the Navy SEALs, you know you will leave with a well-rounded set of new strategies and insights.

For more information, follow the link below:

http://drivingsalesexecutivesummit.com/

 

Best Practices for Automotive – Detroit

October 16th – 18th

What better location to host an automotive conference than the place that started it all – Detroit, Michigan? Not only is the location ideal, but the guest list will include professionals in nearly all aspects of the automotive industry: decision-makers, business process owners, analysts, support teams, and super users. If you prefer a more interactive conference, come to the Best Practices for Automotive conference for fresh ideas and strategies that can help improve your business performance.

For more information, follow the link below:

http://www.best-practices-for-auto.com/autona 

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