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2025 unWorkshop - Part 1

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Training

      Part 1

When

Wednesday, February 26, 2025

9:00 AM - 3:30 PM

Add to Calendar
Location

PBS Financial Systems Inc

4041 - 128 Avenue SE, Calgary, AB.  

Let’s Talk About Dealership Marketing In The Modern Digital Era

In 2024, we embraced transformative changes that reshaped the way dealerships operate and advertise—from breakthroughs in AI and machine learning to innovative digital strategies that set new benchmarks. It was a year of dynamic growth, challenges, and endless opportunities!

As we look ahead, we’re excited to invite you to the first session of our 2025 UnWorkshop series. Taking place on February 26th, this kickoff session will be hosted by our valued partner, PBS Systems, at their state-of-the-art training facility.

This immersive one-day event will provide actionable insights and strategies to empower dealerships in the modern digital era. Through engaging sessions, expert speakers, and hands-on activities, we’ll prepare you to thrive in 2025 and beyond.

Live Hosts include Mathew Growden and Jay Radke

Session Highlights

Morning Session: Refuel your Marketing engine with the Tactics Required for 2025

Session #1 - The foundations of a successful 2025

Develop a rock-solid marketing foundation for 2025 using the proven SOSTAC framework.

  • Situation Analysis: Understand your current market position.
  • Objectives: Define measurable goals for growth.
  • Strategy: Map out your overarching approach.
  • Tactics: Dive into actionable steps and tools.
  • Action & Control: Learn how to execute and measure success.
    This session will equip your in-house teams with the skills to implement effective and sustainable marketing strategies.

Bonus-  A showcase of a Hyundai Award-winning dealership’s marketing strategy in Ottawa, Ontario

Session #2  - Understanding the shift from 60% Traditional + 40% Digital budgets to the reality of 70% Digital + 30% Traditional Budgets with Mathew Growden
  • Condensed look at one of Canada’s OEM’s 2025 Marketing Playbook. 
  • Q. What makes the digital world love you? A.  A solid foundation for modern marketing requires a best-of-breed website.
  • Why Email Marketing Is Here To Stay.
  • pro tips and common “gotchas” that might hinder or impact the performance of Google Ads campaigns.

Bonus - Growdy has a deep list of industry professionals, and he will be hosting a Rapid Fire  Q&A with one of the best pros in the game.  Virtual Speaker TBD shortly.

Afternoon Session: Gen Z Dealer Playbook – Connecting with Next-Generation Shoppers

WCDS 2024 Top Rated speaker - Olivia Stapleton, Marketing Specialist & Sales Enablement at Dealer Teamwork and Founder of Next Gear Automotive, brings her expertise in bridging the gap between dealerships and the next generation of car buyers.

In her session, Olivia will unveil the Gen Z Dealer Playbook, sharing actionable strategies to connect with shoppers born between 1995 and 2012. With a focus on creating seamless, experiential journeys, she’ll discuss the tools, platforms, and insights dealers need to engage this digitally savvy and brand-conscious demographic.

Olivia’s key topics include:

  • Understanding how brand loyalty for Gen Z hinges on exceptional experiences, not just recognition.
  • Exploring Gen Z’s preference for leasing over buying and aligning product offerings with their needs.
  • Monitoring online conversations about your dealership to address concerns and build trust.

Through real-world examples and insightful takeaways, Olivia will guide attendees in adapting their strategies to listen, learn, and lead with Gen Z consumers at the forefront.

Freestyle/Showcase Session: 2025 Trends, Tips, and Tools

This open-ended session will highlight:

  • The latest trends in Automotive A.I. tools. eCommerce, advertising, and social media.
  • Tools and tactics to streamline operations and drive measurable results.
  • Real-world examples of dealerships that have successfully adapted to the evolving digital landscape.

Why Attend?

  • Gain exclusive insights from industry leaders.
  • Network with peers and exchange ideas in a collaborative environment.
  • Walk away with actionable strategies to implement immediately in your dealership.
Reserve Your Spot Today

Be part of the journey as we shape the future of dealership advertising and operations in 2025. This is more than an event—it’s an opportunity to transform how your dealership approaches the digital era.

We look forward to seeing you on February 26th at PBS Systems HQ for an inspiring day of growth, learning, and innovation!

  • Dealer Members:  $249 per attendee.
  • Associate Members:  $399 per attendee.
  • The deadline for registrations is one week prior to the course date (February 19, 2025.)
  • NOTE:  No refunds will be issued for cancellations within 5 business days prior to the course date and no-shows.