Social Selling For Calgary & Edmonton Auto Dealers Digital Marketing Workshop | Meet Your Customer Where They Actually Are, Not Where You Think They Were 10 Years Ago.

RH-MDA-Workshop

Social Selling – Meet Your Customer Where They Actually Are, Not Where You Think They Were 10 Years Ago.

Taking inspiration from the original sales funnel and traditional business development blue print, most relationships are often started using platforms such as Facebook, LinkedIn, Twitter, Instagram and Snapchat.

March 10 – Edmonton
March 11 – Calgary

We will cover:

1. Steps on how to ensure your success in this new age selling process we call “Social Selling”
2. Understanding of how the customer is initiating and often leading this process without the sales person even knowing
3. Examples of product advisors who are taking advantage of this
4. How you as a dealer can implement this into your every day sales and marketing strategy
5. The differences between social selling on different social media platforms
6. How to nurture your relationships before, during and after the sale
7. How your CRM is affected by your social media presence and customer flow habits
8. How to take advantage of marketing automation
9. How to measure and track your results
10.How to connect with buyers who are ready to engage in the buying process

General Managers, Marketing Managers, Service Managers should attend as this directly affects your whole business model including F&I, New & Used and Service. It is 2016, we should all be awake by now.

Register online here.

My Feature in The Globe & Mail Drive Section: The Problem with Consumers and New Car Technology Automotive Marketing

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*Article written by: Jared Lindzon*

Correction: Ryan Holtz Marketing Consulting & Training is an Edmonton based company.

From its first iteration in 1898, the Detroit auto show remained the premier event for showcasing the latest innovations in the industry. In recent years, however, the Consumer Electronics Show (CES) in Las Vegas has become an equally important event, exemplifying the growing significance of technology in vehicles.

This year’s CES played host to nine of the world’s top 10 automotive manufacturers – as well as a number of tech firms now playing in the automotive space, such as Apple and Google – all of whom came to show off the latest innovations in driverless cars, fuel economy, driver safety and other rapidly evolving automotive technologies. “Nothing less than a smartphone on wheels,” in the words of Gary Shapiro, president of CES.

“I’ve been in this business for over 20 years, and I’m constantly amazed at how over the past three or four years you’ve really seen CES become integral to the technology dialogue for manufacturer,” said Michael Hatch, chief economist of the Canadian Automobile Dealers Association (CADA). “There’s a huge investment and a huge demand to see auto makers there, and it’s driving the immediate consumer agenda as to what’s going on.”

Most Canadians, however, don’t attend CES, and only purchase a new vehicle after an average of nine years, an eternity in technology years. But with these rapid advancements emerging as a centrepiece to the automotive sales strategy, marketers, dealers and manufacturers are faced with the challenge of keeping consumers up to speed.

Thus far, studies show they haven’t been doing a great job. A recent report by J.D. Power found that 20 per cent of new-vehicle owners never used more than half of the 33 technology features tracked in the study, such as in-vehicle concierge services, automatic parking and mobile routers. Furthermore, the report found consumers who fail to master these new technologies in the first 30 days of ownership are unlikely to ever use them.

“There’s a large percentage of those consumers that didn’t even give the technology inside their vehicles a try,” said Kristin Kolodge, executive director of driver interaction and HMI research for J.D. Power and Associates.

The Internet has empowered consumers to become more knowledgeable about the vehicles they purchase, but knowing about a car’s features and knowing how to use them are two separate concerns, said Chris Sutton, vice-president of J.D. Power and Associates’ Retail Practice.

“They come in the store with a pretty good sense of what they’re looking for, but their understanding of how that technology works, how it’s interrelated and how to use it, I think they still need help with that,” he said. “It sub-optimizes their ownership experience. You probably have a greater risk than you otherwise would of retaining that customer.”

Sutton adds that dealerships in the United States have begun hiring in-house technology specialists to help consumers better understand the technology features of their automobile, not unlike how tech retailers like Apple and Best Buy offer Genius Bar and Geek Squad support, respectively. While this trend is yet to spread into Canada, Sutton believes that the growing influence of technology in the automotive industry has the potential to disrupt the traditional role of a dealership.

“The key is accepting that it’s probably unlikely that at the end of a four-hour purchasing experience – which would include three hours of delivery and some time upstream talking about the benefits and controls of the vehicle – that, as a customer, I would leave knowing exactly how to use every one of those features and controls,” he said. “It’s incumbent on the dealership to follow up in the first two weeks or the first two months to make sure the customer knows how to use the features of the vehicle.”

Manufacturers, meanwhile, are failing to educate consumers on a wide enough scale, says Ryan Holtz, owner of Ryan Holtz Marketing and Training, a Toronto-based automotive digital marketing company.

“Manufacturers still have not figured out the platform in which to educate and send out that message,” he said. “It’s kind of the wild west in terms of the dealer, because every dealer’s really on their own to choose whether or not to educate the customer on the technology side of it.”

While educating the consumer remains a challenge, Kolodge also believes it could be an opportunity for the industry in countries like Canada where the car buying cycle is nearing a decade long.

“It could encourage a purchase sooner based on the benefits of the new technologies available,” she said, suggesting that automobiles may become out-dated as quickly as other consumer tech products like laptops and phones. “That’s why having that level of awareness is so important.”

Edmonton & Calgary Periscope & Instagram Auto Dealer Digital Marketing Workshop!

RH-MDA-Workshop
We did this workshop in December and as a result of it’s demand, we are doing the exact same thing, with different auto dealers!

With Instagram growing faster than any other social platform and search down 6% it is time to diversify your digital marketing strategy!

Edmonton | February 4, 2016
Calgary | February 5, 2016

We will learn how to:

1. Setup periscope for the dealership
2. Setup Instagram advertising and an account for the dealership
3. Go over case studies and examples of how both Periscope and Instagram can be used in the dealership daily to market and connect with customers both in sales and service
4. Go over content creation and graphic design to ensure your visuals will be noticed by car buyers
5. Review of best practices for both Periscope and Instagram
6. Psychology as to why Instagram has almost 30 times the engagement rate of Facebook and why Periscope has taken off allowing people to see the world all through your mobile device in real time
7. Review of digital spend and overall integration into your current digital strategy

BE PREPARED by:

1. Having both periscope and Instagram downloaded on your mobile device
2. A rough draft of your current digital strategy
3. Having a mobile phone charged and ready
4. A great and fun attitude as this will be full of participation and group fun

Register here.

WORKSHOP: Auto Dealers Using Periscope & Instagram Advertising For Your Dealership Digital Marketing Strategy in Edmonton & Calgary

RH-MDA-Workshop
With Instagram growing faster than any other social platform and search down 6% it is time to diversify your digital marketing strategy!

Edmonton | December 16, 2015
Calgary | December 17, 2015

We will learn how to:

1. Setup periscope for the dealership
2. Setup Instagram advertising and an account for the dealership
3. Go over case studies and examples of how both Periscope and Instagram can be used in the dealership daily to market and connect with customers both in sales and service
4. Go over content creation and graphic design to ensure your visuals will be noticed by car buyers
5. Review of best practices for both Periscope and Instagram
6. Psychology as to why Instagram has almost 30 times the engagement rate of Facebook and why Periscope has taken off allowing people to see the world all through your mobile device in real time
7. Review of digital spend and overall integration into your current digital strategy

BE PREPARED by:

1. Having both periscope and Instagram downloaded on your mobile device
2. A rough draft of your current digital strategy
3. Having a mobile phone charged and ready
4. A great and fun attitude as this will be full of participation and group fun

Register here. or text 780.218.5899 with any questions!

Guest Speaker For The New Brunswick Auto Dealers Association Annual General Meeting Along With Rick Gauthier, President of Canadian Auto Dealers Association

Photo 2015-11-12, 6 25 04 PMMy second time as a guest speaker for The New Brunswick Auto Dealers Association was great. Very thankful to be invited back for a second year in a row. Jane Young who is the Executive Director put on a marvellous event with meetings and speaker sessions in the afternoon and then an amazing Gala with entertainment from a hypnotist in the evening. I love attending these events as it gives myself a broader knowledge of the auto industry in Canada, not just from a marketing stand point, but as an industry in general.

Photo 2015-11-13, 10 58 41 AMI attended a close door dealer only meeting that had Rick Gauthier, President and CEO of The Canadian Auto Dealers Association giving some information and updating the dealer body on relevant and important items pertaining to the industry. The one statistic he mentioned was absolutely mind blowing in that the auto industry is a 160 billion dollar industry here in Canada which includes dealers, auto body and after market. The dealer portion is around a 100 billion which makes up for around 20% of retail sales in Canada. This industry is alive and well and offers so much diversity, happy to see more and more high performing people enter in.

Photo 2015-11-13, 12 50 48 PMFor my topic this year, I wanted to diversify a bit and not just talk about social media, but rather mindset and digital marketing for auto dealers as a whole. I created a presentation that was thought provoking but zoned in on specific examples that auto dealers in Canada face on a day to day basis.


David Brown, General Manager of Downey Ford introduced me and also sits on the board. He gave an amazing intro speech but most notable is how he mentioned sending one of his marketing people to my digital marketing workshops who was brand new to the auto industry coming from a newspaper background and managed to double their website page views after just one session, you can watch what he say’s in this video. Thanks David!

Photo 2015-11-13, 6 42 56 PMI want to wrap this note up by saying 2015 has been a monster year for the auto industry in terms of change and education.

Photo 2015-11-11, 2 04 18 PMOn my plane ride from Edmonton to Toronto was Premier Rachel Notley who I had to take a quick selfie with, super nice lady! Just goes to show that you never know who you will bump into at any given time! I am super humbled to have the clients I do, but also super excited for our industry moving into 2016. I think for people who are involved in our industry right now or thinking of coming in, there is not better time then now now to immerse yourself in it. So much change and possibility! See you soon!

My Keynote Presentation on Digital Marketing For The Recreational Vehicle Dealers Association of Canada in Las Vegas, Nevada at Bally’s Hotel & Casino

Photo 2015-10-01, 9 57 39 AM First off, thanks to Eleonore and Anita from the Recreational Vehicle Dealers Association of Canada for having me as their keynote speaker at this year’s convention hosted at The Bally’s hotel. Just like the automotive industry in general, auto dealers are starting to tackle the best strategy to engage their customers in their chosen format, the internet. Whether a customer is purchasing a $350,000 RV or a $20,000 vehicle, the scales are dramatically the same. The 2015 automotive customer is educated and highly motivated! This is great as the customer is doing their due diligence to find the perfect vehicle or RV that meets their needs. When looking at a basic sales funnel, we want to meet the customer when they are in their discovery phase as this gives us the best chance when they are ready to pull the trigger.

Photo 2015-11-04, 11 28 57 AM We had just around 100 people representing different Canadian RV dealers and companies in the room to take in some information on remarketing, digital marketing, social media and how to cultivate a marketing strategy that is sure to engage and attract the 2015 educated vehicle customer. We talked about:

  • Overall RV dealer digital strategy
  • Facebook remarketing
  • Internal process and who should be doing your marketing
  • How much money RV dealers should spend
  • How to tell your story in a digital landscape
  • Departmental digital marketing strategies

  • Photo 2015-11-03, 8 01 15 PMOverall it was a great morning with some amazing people going over future marketing ideas and really just having a round table. It is awesome to see the recreational vehicle industry here in Canada striving to new heights to better market themselves in the proper context that their customers require. In future, perhaps we will offer some recreational vehicle dealer digital marketing workshops to help work and train with staff.

    Photo 2015-11-04, 9 57 04 AMIf you have any questions on how to marketing your dealership or would like to inquire about having me work with you and your team to develop and execute your digital marketing strategy, please contact me here.

    Calgary/Edmonton Auto Dealership Digital Marketing Workshop: Facebook Retargeting, Remarketing and Lookalike Audiences!

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    (ADVANCED) Facebook Remarketing, Retargeting, Lookalike Audiences & Snippet Codes for Custom Website Audience Targeting

    We will:

  • Learn how to install a snippet code onto your website to allow tracking of specific visitors to specific inventory pages
  • Build a custom audience from people who visit specific parts of your website at specific times to allow for retargeting of ads
  • Create lookalike audiences to mirror previous customer groups from similar segments who were interested in specific models or offers and incentives
  • Take a tour through the new business editor that Facebook has rolled out in an effort to better manage your business pages, ad campaigns and overall spend
  • Go over conversion tracking that allows you to see when people see your ad in their Facebook timeline and go straight to your website. This is very useful if you are running an advanced campaign that is set to go to a specific landing page where the visitor will then download a coupon
  • Go over a few sample advanced ads from start to finish
  • Examples of ads that could be ran for sales, F & I, and service departments
  • By the end of this workshop you will have an advanced understanding of the in depth options that Facebook advertising allows.


  • People attending this workshop should have an ADVANCED understanding of Facebook advertising for their auto dealership. This workshop would be good for General Managers, Sales Managers, Marketing Managers, Internet Directors and Service Managers.

    Please bring a laptop, login information for you business page and have an overall understanding of what your current marketing strategy is. Also, the style of these workshops is very interactive with encouraged group participation and open dialogue. You must be comfortable with this type of setting.

    Location & Date:

    Edmonton (October 22 9:30am – 3:30pm)

    Calgary (October 23 9:30am – 3:30pm)

    Register conveniently here.

    Keynote Speaker For Recreational Vehicle Dealers Association of Canada November 4 at Bally’s Hotel in Las Vegas | Digital Marketing

    Photo 2015-10-01, 10 57 35 AM
    Join me November 4 at 10:30am as I will be the keynote speaker for the Recreational Vehicle Dealers Association of Canada in Vegas! I will be talking about the utilization of digital marketing and how recreational vehicle dealers can maximize the tools at their disposal to not only gain new customers, but better serve their existing customer base.

    For more information or to attend, please visit here to get all the latest details! I definitely think that anyone who is in the recreation vehicle industry knows the challenges and growth that is happening when their customers are using the internet in their research regime. This presentation will be of benefit to everyone.

    Have an amazing day and hope you are wearing your best socks!

    Gratitude,

    Call or text 780.218.5899 or @RyanHoltz1 on the Twitter and Instagram!

    Western Canadian Auto Dealer Summit Recap and Digital Marketing Panel Break Down with Mayfield Toyota, Davis Chevrolet & Village Honda

      
    Nestled in the mountains, surrounded by some of Canada’s most amazing landscape all centered around the Fairmont Banff Springs was The Canadian Western Dealer Summit hosted by Alberta, Saskatchewan and Manitoba automotive associations. This conference was amazing! From the opening gala to all the fantastic speakers that ranged from Google, internet lead response all the way to digital marketing and everything in between. If you did not attend, you missed out! Check out the speakers here.

      
    I enjoy attending these types of automotive conferences both as a speaker and as an attendee because they are educational and speak to how the autonotive industry and landscape has changed. This year the hash tag #WCDS was introduced which helped fuel the conversation on Twitter. (see below for some tweets) I found this year to be well attended and full of auto dealers that were very focused and determined to get as much information to bring back to their auto dealerships as they could. The progress in the last year that dealers have made is very good. You can tell they are seeing the importance of matching where the current buyer is and also the knowledge level.

      
    In the past almost two years, both myself and The Motor Dealers Association Of Alberta partnered up to offer social media and digital marketing workshops to the dealer member body. These have proven to have quite the impact on the auto industry especially here in Alberta. As a result of this, I organized a “success story” panel comprised of past attendees who I felt really made strives and executed on the information that was provided in the workshops. I also wanted other dealers to hear unbiased feedback from their other dealer peers so that ultimately they could decide what path they wanted to go down. The dealer panel consisted of Mayfield Toyota, Davis Chevrolet and Village Honda.

    I want to keep this blog post short. I would like to end off by saying that the auto customer has become more educated in their car purchase, especially the path to purchase. This automatically forces auto dealers to meet them in their discovery stage. It is an exciting time for the industry as it is changing and going through disruption which is good!

    Ta ta for now!

    #WCDS Chatter…..

    Digital Auto Dealer Panel Hosted By Ryan Holtz at Western Canadian Dealer Summit Monday, September 14 at The Fairmont Banff Springs! Get Registered!

      
    Well! Super excited to host and moderate a digital auto dealer panel showcasing success stories from the automotive marketing workshops that we have hosted over the last 18 months.

    We will have Glenn from Davis Chevrolet which is apart of the Davis group. We will also have Breanne from Village Honda who is apart of Wood Automotive Group. We will also have Frank from Mayfield Toyota Scion. The goal of this digital dealer panel is to express and acknowledge auto dealers in Alberta who have taken their digital marketing efforts to new strides.

    With over 288 attendees from over 100 different auto dealers in Alberta, the workshops that I have teamed up with The Motor Dealers Association of Alberta over the past 18 months to conduct have been a amazing success! 

    It is no secret that automotive dealers in Canada and the United States are looking for ways to shift from traditional forms of advertising into digital. These workshops were designed by myself to help the dealer principle, general sales manager, marketing manager or sales consultant to understand the basics of marketing in a digital ecosystem ultimately offering more of return both financially and in sales.

    Register here to join us and auto dealers from Manitoba, Saskatchewan and Alberta to indulge in an amazing automotive event!