Carology: The Science of Selling Cars


Registration is free for industry professionals only and includes exclusive early access to the Canadian International AutoShow. *

Carology: The Science of Selling Cars

* Important Note: This event is free for industry professionals only. TRADER reserves the right to revoke registration at any time.


Carology: The Science of Selling Cars

TRADER, in association with the Canadian International AutoShow, is proud to present Carology: The Science of Selling Cars.

Join our panel of industry experts as they share their insights into how online channels have changed the way consumers shop for cars today and the DNA behind successful digital car marketing strategies.

Tickets to this event are free for industry professionals only and include exclusive early access to the Canadian International AutoShow.

Friday, February 12, 2016 @ 9:00 AM – 11:00 AM

Metro Toronto Convention Centre, South Building, Room 801A & 801B

AutoShow Floor Opens 12:00 PM


Carology: The Science of Selling Cars

How Canadians are shopping for cars today and why traditional media just doesn’t work.

Carology: The Science of Selling Cars

Why you need to build consumer trust and how it can help you sell more cars.

Carology: The Science of Selling Cars

How today’s digital market has leveled the playing field and what you need to do to compete.


9:00 AM

Registration Opens

9:30 AM – 11:00 AM

Carology: The Science of Selling Cars

12:00 PM

AutoShow Floor Opens


Scott Monty

Scott Monty

CEO & Founder, Scott Monty Strategies

Scott Monty is an internationally recognized leader in digital communications, digital transformation, social media and marketing.

 As CEO and founder of Scott Monty Strategies, he counsels brands and agencies on strategy, executive communications, influencer management, the customer experience, and digital initiatives.

Scott spent six years at Ford Motor Company, as a strategic advisor on crisis communications, influencer relations, digital customer service, innovative product launches and more. He also has a decade of experience in communications and marketing agencies, where he had clients that included IBM Healthcare and Life Sciences, Coca-Cola, American Airlines, T-Mobile, GE Software and more.

He is a board member of the American Marketing Association and an advisor for RPM Ventures, My Dealer Service, Crowd Companies and Clever Girls Collective. He writes about the changing landscape of business, technology, communications, marketing and leadership at, where he distributes the widely acclaimed newsletter The Full Monty, and is the executive editor and co-host of the Sherlock Holmes website and podcast I Hear of Sherlock Everywhere.

Session: Honor to Serve – Making the Customer the True Centre of What we Do

We’ve all seen the statistics – that customer acquisition is up to seven times as expensive as customer retention – yet our focus continues to be on sales. Budgets are wildly imbalanced with respect to service, and the industry reinforces this notion. In his speech, Scott will tap into his experience of putting humanity into Ford’s programs and discuss the importance of creating an emotional connection with your customers in way that builds confidence – and more importantly, trust – to help you grow retention while spending less on attracting new customers.

Nick King

Director, Business Intelligence & Market Research, AutoTrader UK

Expert in digital media and marketing, possessing the experience to analyze and interpret trends in consumer adoption of technology and develop strategies for customer acquisition and retention through digital and traditional offline channels. Nick joined the AutoTrader in January 2007 as Business Intelligence and Market Research Director. Responsible for analysis and insights within the myriad of reporting tools currently available for the internet. Prior to this he spent four years, as the Director of Research at Diffiniti / Carat Interactive, responsible for a team of researchers advising a range of Blue-chip clients (AOL, Auto Trader, Coco-Cola, Diageo, Disney, Kodak, Renault, Halifax, Aviva, and Orange) on the development of their marketing and communications strategies in the Digital arena.

Session: Great Expectations of Today’s Digital Car Buyer

Nick will look at how the consumer adoption of media has changed the way we all interact with retailers. The growth in Mobile usage and accessibility of data across all industries means our car buyers are more educated than before and expect Transparency in adverts. This is nothing to fear, as information gives confidence to our audience. And in todays digital world, where we have all become more impatient, anything that can help speed up our decision-making, is a welcome addition. He will deliver insights and ideas to help us capitalize and win, in this new world.

Nick King
Ian Macdonald

Ian MacDonald

Director, Consumer Marketing & Experience,

Ian MacDonald is an award-winning, CIM qualified digital expert, with extensive experience of increasing market-share for brands via effective positioning, communications strategies and product development. As Director of Consumer Marketing and Experience at, Ian has grown consumer traffic by over 200% across web and mobile since arriving in 2012. In helping to grow the brand, Ian has received several prestigious recognitions including two CASSIE Awards, and has been recognized as Marketer of the Year by Strategy Magazine. Prior to joining, Ian held progressive roles at autoTRADER UK, Privilege Insurance, Prudential and Direct line, where he helped develop and deliver effective brand and communication strategies across a full spectrum of traditional and digital media.

Session: Marketing Masterclass – Media Strategies to Grow your Business Based on Consumer Insights

As car buyers path to purchase becomes faster, more complex and increasingly anonymous, we’ll explore digital media strategies and tools which help dealers to reach, influence and convert intenders into solid sales leads. Join Ian MacDonald as he shares strategies and tactics based on the latest consumer insights, to improve your marketing effectiveness in 2016 and beyond.

Kevin Coombs

Director, Marketing Intelligence, TRADER Corporation

Kevin Coombs is the Director of Marketing Intelligence at In his role, Kevin manages and directs the development of data and analytic strategies for all autoTRADER’s online properties and products, as well as overseeing autoTRADER’s consumer research, segmentation and analytics program. Prior to joining autoTRADER, Kevin was Analytics Manager at Exchange Solutions, a private consultancy specializing in financial loyalty programs, and before that held a number of analytical positions at LoyaltyOne. Kevin has an Bachelor of Business Administration from Wilfrid Laurier University in Waterloo, and Master of Management Analytics degree from Queen’s University.

Session: The Modern Consumer Journey

As consumers increasingly integrate online channels into their purchase process, their journey from consideration to purchase has become incredibly complex, faster and outside the view of the dealer. Through a combination of research and data science, autoTRADER is working to understand these changes and identify the key trends. Join Kevin Coombs as he shares the latest insights on how consumers are shopping for vehicles and what it means for dealers.

Kevin Coombs


Petrina Gentile

Petrina Gentile

Freelance Automotive Journalist, The Globe and Mail

Petrina Gentile is an award-winning automotive journalist – one of the few women who cover cars in Canada. She has been writing for The Globe and Mail’s Drive section since 2004. She also writes “Stars in Cars” for autoTRADER, interviewing celebrities such as Theo Fleury, Mario Andretti, Elvis Stojko, Roberto Alomar, and Property Brothers Jonathan and Drew Scott about their cars. She appears regularly covering the automotive beat for CTV’s Canada AM, CTV News Channel, CP24’s AutoShop, and BNN. She produced 18 seasons of the national TV show Car/Business with Jeremy Cato and Michael Vaughan, which was broadcast weekly on CTV and BNN. She has written several non-fiction books for kids including “Big Trucks, Big Wheels,” “Dirt Movers,” and “The Ballet School.” Before focusing on cars, she was a news writer at CTV and a producer at BNN. She has a Master of Journalism degree from Carleton University and an Honours Bachelor of Arts in English Rhetoric and Professional Writing (co-op) from the University of Waterloo.


Carology: The Science of Selling Cars

OEMs & Agencies

Carology: The Science of Selling Cars


Carology: The Science of Selling Cars


Carology: The Science of Selling Cars

Sales & Marketing Managers


Metro Toronto Convention Center | 255 Front St. W., Toronto, ON