Canadian Digital Dealer Conference 4 – Interview w/ Brent Wees

Brent Wees to MC the CDDC4

Brent Wees to Host CDDC4

The T.A.D.A. is back this fall with the popular Canadian Digital Dealer Roadshow to take place in September.  CDDC4 will kick off in Ottawa on the 17th and Toronto gets the closing act the next day (September 18th).

I have personally attended two Canadian Digital Dealers and both have been well worth the price of attendance.

Amir Amirrezvani is the speaker I am really looking forward to seeing.  “How to turn your website into a Lead Monster”  is still one of the most popular blog posts here on The Dealer Geek (actual title was Optimize Your Online Presence).  His segment on Website Conversion and Optimization should keep the notepads busy.

My good friend Brent Wees, Client Service Director at Glovebox is going to be hosting the event.  Brent is no stranger to the conference circut in the U.S.A. and Canada and knows how to work the crowd.  Looking forward someone worthwhile to follow on Twitter?  You can’t go wrong with this guy – Brent Wees Twitter Profile.

I asked Brent if he would sit down for a few questions right here on The Dealer Geek at which he said “ya buddy”.

Interview: “What Can We Expect At The Canadian Digital Dealer Conference #4?”

 

First off Brent, how did you get involved with the Canadian Digital Dealer Events?

We have always a great relationship with the TADA and in 2011 we were approached by Todd Bourgon to help their team visualize the first Canadian Digital Dealer Conference. Todd knew that my partner Barry Hillier and I were attending a lot of conferences south of the border and had also run our share of dealer events for the Ontario Toyota Dealers Association.

Todd also knew that we were working closely with Mississauga Toyota to develop a full digital marketing strategy and asked me to present that case study at the first conference. It was an absolute thrill to be presenting to over 400 dealers at the Canadian International Autoshow. What a venue for the first show!

Real Proof That The Internet Is The Most Important Source For Car Buyers

Car buyers are spending less time online shopping for a car than they did 2 years ago according to a study conducted by Autotrader.com and Polk.

The original study was conducted in 2011 and stated that new car shoppers were spending 19 hours shopping for a car vs 13.75 hours this year.

So what does this mean?

Is the Internet not all it’s cracked up to be?  The answer is quite the opposite.

Proof-Internet-Most-Important-Source-Car-Shoppers

I’m going to highlight some of my findings from the study that confirm a lot of the things I’ve been talking about to dealers across Canada (this study is based on U.S. data but I can’t imagine Canadians shop any different).

Quotes and Charts in this post have been pulled directly from the 2013 Automotive Buyer Influence Study.

Less is More

new buyers vs used buyers shopping time_study
 “According to the 2013 Study, New Buyers spend 10 out of 13.75 hours (73%) shopping online, and Used Car Buyers spend 11.75 hours online out of 15.25 hours (77%). (decrease from 2011)

So why are we spending less time online during the car shopping process?

My guess is that websites have become more efficient over the last 2 years, which has made it easier for car buyers to find the information they are looking for.

Consumers are spending 10-12 hours online scouring through:

  • 3rd Party Sites such as Kijiji and Trader
  • Review sites like DealerRater and Yelp
  • OEM Sites (Ford, GM, Honda)
  • Individual Dealership Websites

Don’t forget Mobile.  All of those Ipads, Iphones, and Androids that we are so addicted to have made it extremely easy to get online and consume all of the above content.  This would play apart in the decrease on time spent online.

In summary….

The Internet is huge and it’s basically the sole resource for buying a new or used car in 2013. 

Internet is THEE Place to Be (just in case you were still skeptical)


internet most used_study“In this 2013 update, internet usage increased significantly, with three-quarters of buyers indicating they used the Internet in their car-shopping process – up from 71% in 2011.”

Okay this is getting serious now! It’s official the Internet is not a fad.

It amazes me that not all car dealers are aligning their online advertising spend according to what is actually happening out there in the real world.

most influencial source leading to dealer _study

With stats and data like this, how can dealers spend MORE on traditional media (print, radio, T.V.) than the Internet?

#DealerTalk Webinar: Content and Conversion Landing Pages

DealerTalk Webinar SeriesLanding Pages?

PPC?

Conversion?

You are doing all of this right?

I know, I know,  it sounds super complicated and only possible for all those Marketing Gurus right?.

Wrong!

After watching this Webinar with Nicholas and Kevin (Convertus) I’m confident that dealers can take some of these best practices and implement them at the dealership immediately.

Please find some of the tools Kevin and Nicholas use daily below.

 

Watch The Recorded Video

 

Some Resources Mentioned:

1) Unbounce – Build Landing Pages

2) SeoMOZ – Analytics super site

3) Seachengineland – Ummmmm.  Search Engine stuff

DealerTalk Webinar Series: Content and Conversion

june 25th webinar register header

I’m extremely excited to announce our June DealerTalk guest’s for Canada’s #1 source for car dealer webinars.

Kevin Gordon is one of the sharpest Canadian markeitng pros I have met in my travels. Kevin and his partner in crime Nicholas Williams, are going to take us through a journey of some Advanced Dealer Marketing Strategies!

This webinar will help you gain insights on how to effectively use content marketing in creating favorable online customer experiences, improving your business’ search results and in turn brand visibility, in addition to significantly increasing onsite conversion rates.

Sign up to learn about cost effective in-house custom content for landing pages and acquire tips on lowering Cost Per Click
You will learn:

  •  Why custom content is essential to your successful website
  •  Key components of an effective landing page
  • How to lower your Google AdWords Cost Per Click
  • Cost-effective advantages of building in-house landing pages

 

About Kevin Gordon:

Kevin Gordon, Managing Partner of Convertus, an online solutions provider for the automotive industry, is an international speaker and digital marketing expert. Kevin’s experience includes dealer education and training, vendor relationship management, website content creation and online reputation management.

Among his projects prior to creating Convertus was the development of over 35 websites for the Jim Pattison Auto Group across its 22 locations, which resulted in doubling organic visitors and leads generated in two years.

About Nicholas Williams

Nicholas Williams is an entrepreneur, international speaker and an expert in operations and digital marketing. Nicholas has a degree in commerce with a concentration in entrepreneurship and international business. He has vast expertise in operational efficiencies, leadership and customer experience.

His work experience ranges from his role as Operating Partner of a successful vehicle importation company to being the Director of Marketing of an international manufacturing firm, where he repeatedly lead the organizations to the digital success.

Sign Up for Webinar – HERE

kevin gordon automotive

 

 

 

Kijiji Autos Hits 5 Million Monthly Unique Visitors

Source April 2013 ComScore

Source April 2013 ComScore

 

When I started with Kijiji Autos in March 2011 we were doing the happy dance sitting around 4 Million Unique Visitors on a monthly basis.  This happy dance was a pretty small party, considering our Autos team grand total was 4 ( I was the fourth).

Fast forward to last month and WHAM-O, we crawled over the 5 million mark.  Now I know what you are thinking…. “That’s not fair, that includes all of those golf club and concert tickets users”.

Nope.  Not the case.

This number is specifically measuring the Autos section of Kijiji.ca.  Typically 40% (ish) of Kijiji visitors are looking for Cars and Trucks.

What is a Unique Visitor?

A Unique Visitor is a metric that measures a unit of traffic to a website.  In the chart above it is counting each visitor only once in April.

 

Source: ComScore

#dealertalk Webinar: Online Automotive Sales Techniques

DealerTalk Webinar_Stuart BendalljpgHoly smokes!!

What a Webinar!!

Strathcom Medias’s Director of Training, Stuart Bendall took the DealerTalk Webinar series to a whole new level.

After 5 – 10 minutes I was laughing out loud and writing notes frantically…. this wasn’t another “the internet is going to be big” type of educatoin.

If you are responsible for the online merchandising of your dealership’s  inventory, this is a must watch.

More than 150 dealers from across Canada were tuned in for some playful banter and education from our favorite Brit.

Stuart has worked in a dealership.  He knows the struggles dealers face every day.

Today he basically gave away all of his secrets, and then some.  Who said there was no thing as a free lunch?!

Please find the entire 1 hour video for your viewing pleasure and also the slides below for quick reference.