The CDDC conference series the Trillium Auto Dealer Association puts on is a “process,” TADA director Todd Bourgon told the dealers and dealership staffers who packed the Toronto Paramount Conference Centre ballroom on Feb. 20.
Why? Because as Bourgon explained, the challenges of the Internet and social media are constantly changing with technology and consumer behaviour. There are new challenges popping up every day. The series, he said, is designed to help dealers meet those challenges.
To answer some of the questions, the TADA recruited five experts – Samantha Cunningham (Potratz), Jim Flint (Local Search Group), Joe Webb (Dealer Know Consulting), and Dennis Galbraith and Maria Espinoza (Dealer E Process) – to educate attendees, half of them new to the series
The topics were as diverse as how to communicate with women car shoppers on or offline and how to make sure you get the most out of your online presence.
Takeaways included mystery shopping staff to see how they deal with customers online and off and how to make sure you don’t wind up paying for web site visitors who are looking for a similarly named store.
Answer: Use negative keywords.
The fast-paced conference was not without its lighter and heart-warming moments as when the TADA donated an additional $2,500 to the Concussion Research Centre of the Holland Bloorview Kids Rehab Hospital. In October 2013, the TADA donated $1 million.
And talk about good timing, the fast-paced conference ended at roughly 3 p.m. just in time to let attendees watch Marie-Philip Poulin score the winning goal in overtime to give Canada the Olympic gold medal in women’s hockey.