844 viewsLast may 23 in Toronto, the 3rd edition of 360.RDV took place, a conference day dedicated to the automotive industry focused on addressing the question: How to sell in the new disruptive reality? The automotive industry is constantly evolving, influenced by technological, economic, and societal changes.
The legendary concert venue El Mocambo and 360.Agency hosted several experts who shared valuable insights to help industry professionals navigate this complex landscape in a rock’n’roll and cheerfull atmosphere.
A look back at a day marked by a warm and informative ambiance.
Mathew Growden: Don’t Forget Humans.
For the 3rd consecutive year, Mathew Growden kicked off the conference series by emphasizing the importance of the customer experience in the automotive industry. He questioned the excessive focus on opportunities, which can lead to forgetting the human behind the form. “Growdy” highlighted the importance of quick and respectful responses to customers, preferring personal interactions over online forms. He also addressed the persistent sexism in dealerships and encouraged adapting strategies to better meet individual customer needs, quoting Tesla as a model of innovation in the industry.
Niel Hiscox: Countering Competition Through Customer Experience
Niel Hiscox, President and Founder of Universus Media Group (Canadian Automotive Dealer) and Clarify Group, addressed the challenges posed by increasing competition from Chinese vehicles in the North American market. He emphasized the importance of an exceptional customer experience to stand out. Inspired by the concept of hospitality, Hiscox stressed the need to personalize customer interactions, using CRM effectively, empathy, and trust to create memorable interactions. He concluded by stating that hiring motivated employees who exceed customer expectations is crucial for customer loyalty.
Daniel Ross: Impacts and Future Trends in the Canadian Automotive Market.
Daniel Ross, Senior Manager, Industry Insights & Residual Value Strategy at Canadian Black Book, provided a detailed analysis of the canadian automotive market, focusing on electric vehicles (EVs) and residual value trends. He predicted a significant increase in EV sales, from 2% to about 22% by 2030, despite challenges related to the supply of new and used vehicles. He also highlighted the importance of regular maintenance to keep up vehicle residual value and discussed the necessary infrastructure to support the growing adoption of EVs.
Expert Panel: Managing Change in the Automotive Industry – Focus on Technology, Engagement, and Training.
Featuring Chris Sage, General Manager of Strickland Auto Group,
Chris Beaton, General Manager of Steele Auto Group,
and Nial Boatswain, General Manager of Pickering Honda
A panel of three dealership managers discussed the significant transformations in the automotive industry following the COVID-19 pandemic. They highlighted changing consumer expectations and workforce challenges. The focus was on training and investing in staff to meet technological advancements and increased customer demands. The experts also stressed the importance of transparency, appropriate responses to customer reviews, and close collaboration with manufacturers to remain competitive.
Martin Beaulé: Small Gestures, Big Impacts.
Martin Beaulé, Consultant at 360.Agency, discussed the pandemic’s impact on car sales, with demand exceeding the available supply, making the buying experience less personalized. He emphasized the importance of returning to a more relational approach with customers, understanding their specific needs, and offering a personalized buying experience. He also noted the rise of online purchases and the preference for SMS communication, necessitating an adaptation of communication methods. He concluded by highlighting the need to go beyond a simple transactional approach to create lasting relationships with customers.
Carolyn Pelletier: The Power of New Communication Channels.
Digital audio listening in Canada is experiencing exponential growth, with 23 million adults listening each month, including 13 million via podcasts. Spotify, leading the market with 17 million monthly active users, surpasses traditional radio in reach and establishes itself as an essential platform for advertisers. The popularity of these digital platforms, particularly among 25-44 year olds, opens advertising opportunities targeting Millennials and Generation Z, especially drivers. Thanks to its innovations and personalized user experience, this new communication channel facilitates connections between fans, brands, and creators, offering advertisers varied formats and detailed performance metrics to maximize engagement and conversion rates. According to Carolyn Pelletier, Client Partner at Spotify, this new trend allows automotive dealerships to reach a broad and diverse audience, effectively complementing radio campaigns. Forget traditional radio; future buyers are on Spotify.
Charles Jolicoeur: Tips for Quality Content at the Right Time.
Charles Jolicoeur concluded the day by highlighting the importance of natural referencing (SEO) to increase the visibility of dealership websites and generate sustainable organic traffic. He advocated the prudent use of artificial intelligence (AI) to improve content while noting that AI should not be the only tool for SEO. Well-executed SEO can reduce advertising costs and offer long-term benefits, such as stable organic web traffic and higher conversion rates. He provided specific, easy-to-implement advice for dealerships and recommended allocating 20 to 30% of digital advertising spend to SEO to maximize return on investment.
Conclusion
These conferences covered a wide range of essential themes for automotive industry professionals in Canada. From the importance of the customer experience and the challenges of international competition to market trend analysis and digital marketing strategies, each presentation provided valuable perspectives for navigating a constantly evolving sector and facing the future of the automotive industry.
Attending dealerships left with simple, practical, and easy-to-implement advice to help them stand out in an increasingly competitive market.
360.RDV 2024 in pictures
