{"id":4462,"date":"2017-06-22T21:49:06","date_gmt":"2017-06-23T01:49:06","guid":{"rendered":"http:\/\/go.trader.ca\/?p=4462\/"},"modified":"2022-06-17T07:02:28","modified_gmt":"2022-06-17T11:02:28","slug":"carology-heads-calgary-june-27th","status":"publish","type":"post","link":"https:\/\/go.trader.ca\/fr\/carology-heads-calgary-june-27th\/","title":{"rendered":"Carology Event Heads to Calgary on June 27th"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]<\/p>\n

For the first time ever, TRADER will host Carology for automotive industry professionals in Calgary, AB. The event will take place on June 27, 2017 at Telus Spark \u2013 and is open to all auto dealers, OEMs and agencies.<\/strong><\/h4>\n

[\/vc_column_text][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_column_text]TRADER Carology \u2013 the must-attend industry event of the year \u2013 is heading to Calgary, Alberta on June 27, 2017. The annual event is tailored for automotive industry professionals, who will take away relevant and actionable insights that can be easily woven into their business operations. The last installment of Carology was hosted at the Canadian International AutoShow in Toronto, Ontario earlier this year, bringing together auto dealers, OEMs and agencies to hear firsthand experiences of what it takes to win in an increasingly competitive digital automotive landscape.<\/p>\n

Carology Calgary will be jam-packed with relevant industry insights that aim to reveal marketing mythologies versus realities, the new digital consumer, and why the full potential of digital marketing has not yet been realized in the automotive industry. The event will focus on the shifting digital landscape and the implications on the local market.[\/vc_column_text][\/vc_column][\/vc_row][vc_row css=\u00a0\u00bb.vc_custom_1471012881130{margin-top: 20px !important;margin-bottom: 20px !important;padding-top: 30px !important;padding-right: 30px !important;padding-bottom: 30px !important;padding-left: 30px !important;background-color: #d8d8d8 !important;}\u00a0\u00bb][vc_column][vc_column_text]Speaker Spotlight: Q&A with Dave Winslow<\/strong><\/p>\n

Dave Winslow is Chief Strategy Officer at Universe Group. He has created scalable marketing strategies for leading enterprises, and guided the executive team at Dealer.com to market domination in the local auto marketing space.<\/p>\n

We connected with Dave to get his thoughts on the current state of digital marketing and what the reality is in the automotive industry.\u00a0Let\u2019s start with the theme of Carology \u2013 Digital Promises vs Marketing Realities…[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]The way consumers shop for various aspects of their life has certainly evolved, and the online channel has undoubtedly disrupted the traditional retail shopping experience. From ride sharing services to accommodation booking sites, many brands and industries have been able to capitalize on the paradigm shift to digital. What\u2019s the reality in the automotive industry?\u00a0 <\/strong><\/p>\n

The reality is that we are living in a time where we will see a paradigm shift much greater than how we research or purchase a vehicle, but fundamentally how we both think of\u00a0transportation\u00a0and engage with brands. \u00a0Tesla, Uber,\u00a0Waymo and other technology rooted brands are disrupting the automotive space because they are approaching the market from a radically different approach. They are working to advance how society is transported\u00a0and what the\u00a0transportation experiences will\u00a0entail. \u00a0Tesla already solved for the car buying experience – they by far\u00a0have\u00a0the\u00a0most advanced and customer friendly method through a\u00a0sophisticated yet simple e-commerce process.\u00a0The dealer experience when picking up the car is also\u00a0customer focused as they spend 1\/4 of the time on the financial paperwork and 3\/4 of the time on learning\u00a0about the actual car which reinforces Tesla\u2019s brand promise.<\/p>\n

Further advanced is the\u00a0ride-sharing (Lyft, Uber, etc.) segment and self-driving segment (Waymo, Tesla, etc.). \u00a0What we are seeing is a change in the economics of automotive ownership. Fractional ownership, carless professional commuting on ride shares, and wifi enabled self-driving experiences will change how consumers think about buying a car from a\u00a0financial and time perspective. As they say, time is money, and if someone can save time when it comes to transportation, they will put tremendous value on this\u00a0savings. So if an individual or family could use public transportation and ride-sharing in a\u00a0metropolitan area, there is the chance they would never purchase a vehicle and this is a\u00a0growing possibility in the market.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Are there certain steps that dealers and OEMs can take to realize the full potential of digital marketing? <\/strong><\/p>\n

Yes, Manufacturers\u00a0and Dealers need to integrate their customer experience\u00a0strategies into one\u00a0cohesive model that puts the consumer first. \u00a0To date, manufacturers have focused on brand marketing and incentive promotions, while dealers have focused on local advertising and inventory management. These four tracks need to form into one single consumer strategy that simplifies the messaging, personalizes the incentives and targets the\u00a0right buyers \u2014 through an integrated approach. To truly realize digital marketing\u00a0potential, the automotive industry needs to focus less on fixing the problems of the past and focus on the opportunities of the future, that are advancing at a rapid pace.<\/p>\n

Everyone in the industry needs to deeply understand how Tesla\u2019s shopping model and Uber\u2019s technology model are establishing the benchmark for transportation moving forward and they need to\u00a0innovate beyond what these two companies are doing today, so they can compete with them tomorrow.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]We\u2019re thrilled that you will be joining us at Carology in Calgary to share insights about \u201cLocal Marketing Tactics and Platforms That Work<\/em>\u201d and what it takes to win in an increasingly competitive digital automotive landscape. What key pieces of advice or information will attendees takeaway from your session? <\/strong><\/p>\n

Build your brand. It is imperative in the era of Amazon to build a strong local brand, beyond keywords and banner ads. \u00a0Dealers established their presence in their market by being the local trusted resource, and over the past two decades the Internet has forced dealers to compete on marketing tactics and vendor management which do not benefit the consumer.\u00a0Technology in local marketing has been commoditized, so moving forward dealers need partners that truly\u00a0promote their brand value, integrate all their data streams and drive innovation within the dealership that\u00a0strengthens their customer value proposition. \u00a0There are many platforms\u00a0dealers need to align with, and I\u2019ll speak to the ones that matter the most today, and where they can refocus their time and energy to focus\u00a0back on the customer first.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]What is the biggest change you anticipate happening in the automotive industry in the next 1-2 years? <\/strong><\/p>\n

Car shopping will be streamlined to benefit the consumer \u2013\u00a0and providing simple websites that focus on the customer, not just the cars\u00a0will\u00a0become essential. \u00a0For instance, when a consumer gets to a dealers website, is there a video welcoming them from the General Manager? Is there a car buying process and content that highlights what the dealer does for the consumer?\u00a0The digital marketing industry in automotive has been lacking innovation and competitors are just focused on getting more ad dollars from dealers. Moving forward there will be emphasis on integrating the different\u00a0touchpoints along the consumer\u00a0journey to deliver personalized experiences to consumers, and shifting from direct response advertising to brand building at a local level. Dealers have a lot\u00a0to offer\u00a0consumers\u00a0beyond just\u00a0\u201cBuying a car\u201d, and they need to build towards that sooner than later.<\/p>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space][\/vc_column][\/vc_row][vc_row css=\u00a0\u00bb.vc_custom_1471012881130{margin-top: 20px !important;margin-bottom: 20px !important;padding-top: 30px !important;padding-right: 30px !important;padding-bottom: 30px !important;padding-left: 30px !important;background-color: #d8d8d8 !important;}\u00a0\u00bb][vc_column][vc_column_text]Entrance to Carology is complimentary for auto dealer, OEMs and agencies.<\/strong><\/p>\n

For more information, please visit: TRADERcarology.com\/Calgary<\/a><\/strong>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row][vc_column][vc_column_text] For the first time ever, TRADER will host Carology for automotive industry professionals in Calgary, AB. The event will take place on June 27, 2017 at Telus Spark \u2013 and is open to all auto dealers, OEMs and agencies. [\/vc_column_text][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_column_text]TRADER Carology \u2013 the must-attend industry event of the year \u2013 is heading to<\/p>\n","protected":false},"author":35,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[701],"tags":[74,166,702],"class_list":["post-4462","post","type-post","status-publish","format-standard","hentry","category-article","tag-automotive","tag-carology","tag-events"],"acf":[],"yoast_head":"\nCarology Event Heads to Calgary on June 27th | Soci\u00e9t\u00e9 TRADER<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/go.trader.ca\/carology-heads-calgary-june-27th\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Carology Event Heads to Calgary on June 27th | Soci\u00e9t\u00e9 TRADER\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column][vc_column_text] For the first time ever, TRADER will host Carology for automotive industry professionals in Calgary, AB. 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