small screen, big sales- optimize your listings with video
Post on 20-Aug-2015
454 Views
Preview:
TRANSCRIPT
2
Welcome
• Have a question? Need our attention?• Enter your question or comment by clicking on
the question mark in the lower right corner of the WebEx browser
• Tweeting today’s call? Use #dalive.• Want a recording of today’s presentation?• Visit http://dealers.cars.com/live on Monday
3
Webinar Audio
• To hear the audio portion for today’s webinar:
• Turn up your computer speakers
• Use a pair of headphones• Having audio problems?• Request a toll-free dial-in
number for the WebEx teleconference
4
Today’s Moderator
Kathy Kimmel• Director of training, Cars.com• 20 years automotive industry
experience• Connect with Kathy:
dealers.cars.com/facebook
dealers.cars.com/twitter
6
Today’s Panelist
Rob Fontano• Digital sales and marketing
director• Marazzi Motors• Fort Myers, Fla.
8
Today’s Objectives
In today’s workshop, we’ll discuss:• What car buyers want to see in online video.• How to produce a walk-around demonstration or personal
introduction video.• Where to share your videos to increase exposure and
generate traffic.
9
Video Demand Accelerates
Online video is growing rapidly• Automotive Internet video
viewership magnified six times from 2007 to 2009
• In-market shoppers 14 times more likely to view automotive video than general browsers
• Among car buyers watching video:• 30%: 10 to 30 minutes• 18%: 30 minutes to 1 hour• 22%: 1 to 3 hours
Source: 2009 Google/Compete Auto Video Study
10
Give ’Em What They Want
• In video, online car buyers want to see:• Product reviews (77%)• The vehicle (75%)• More information about specifications (68%)• How the vehicle drives (52%)
• Shoppers viewed video content at:• Third-party sites (60%)• Manufacturer websites (59%)• Dealer sites (52%)• YouTube (52%)
Source: 2009 Google/Compete Auto Video Study
11
Video Sets the Stage for a Sale
Video deepens engagement• 63 percent of shoppers who
viewed video said it influenced their decision to visit the dealership*
• 41 percent of third-party site users viewed vehicle videos before walking into a store*
* Value of Third-Party Sites to Dealer Walk-In Traffic, Synovate 2008
12
Video Drives Low-Funnel Action
• After watching automotive video*:• 61% visit a dealership• 55% visit a manufacturer website• 55% search dealer inventory• 52% visit a dealer website• 52% build and price a car with an online configurator• 50% visit an automotive research site
• 54% of buyers watch only in the month of purchase*
• Listings with video drive 13% more contacts**
* 2009 Google/Compete Auto Video Study ** Cars.com Merchandising Effectiveness Analysis, 2009
13
Getting Started: Define a Process
• Determine how you will use video with:• Email• Listing sites• Store website(s)• Customer follow-up• Social media
• Define the message you want to communicate• Identify who will:
• Produce the videos• Be featured in the videos
14
Video Sells the Car
• Videos should show the vehicle’s:
• Condition• Standard equipment• Unique features
• Personalizing the video builds rapport
• Make a call to action, invite the customer to contact you
15
Automating Video Production
Develop “stitched videos” from your listings’ multiple pictures
• Vendors integrate videos with your website, third-party sites, social media networks
• Voiceover narration describes the vehicle and key features
• Graphics and text overlays create a customized effect
• Information updated in real-time with your listings
16
What Works: Automation
Tips for success:• First 10 photos will be used• Photos should be 800 pixels
wide, 600 pixels tall at 72 dpi• 75% exterior, 25% interior photos• Minimize the use of close-up
pictures• Avoid the use of logos,
watermarks or text• Center the picture around the
feature you want to highlight
17
What Works: In-House Production
Low-cost cameras allow you to add good-quality, full-motion videos:
• Walk-around vehicle demonstrations
• Salesperson/ISM introductions• Competitive reviews• Customer testimonials• Tours of your showroom, parts and
service departments• Explain your sales, trade-in process
18
What Works: Marazzi Motors
• Model- and inventory-level video increases:
• Website visits (up 10%)• Pages/visit (up 33%)• Time on site (up 30%)
• Offers stitched video for entire new- and used-car inventory
• Provides on-request walk-around videos
19
What Works: Auction Direct USA
• Inventory-level video drives additional:
• Time on site• Vehicle details page
views• Transparency in the
sales process• Offers stitched video
for entire used-car inventory
20
Video Sells the Store
• Provide reasons to buy from your dealership:
• Extensive inventory• Convenient location• Financing opportunities• State-of-the-art facilities• Business philosophy• Community reputation
• Ask happy buyers for video testimonials
View this video at http://www.tinyurl.com/marazzinissan
21
Video Sells Your Sales Staff
• Introduce yourself• Assure shoppers you’ll help
them find the right car• Invite prospects to contact you
for more information or to set an appointment
• Encourage car buyers to ask for you when they contact or visit the dealership
22
Video Drives SEO Performance
Optimize videos for increased visibility
• Create title with relevant search terms
• Describe what’s in the video
• Align title with the description
• Tag video with key search terms
23
Video Fuels Social Media Content
Repurpose videos to drive additional exposure• Model comparisons• Walk-around demonstrations• Store commercials• Customer testimonials
26
Review
• Develop a process for how you’ll produce and use video at your dealership
• Video:• Plays a greater role in the purchase process• Drives shopping behavior, make/model decisions• Creates transparency in the sales process• Provides valuable content for your website, third-party
listings, social media sites• Automated solutions allow you to easily
merchandise your new- and used-car listings
27
Save the Date
Trust Makes the Sale• Friday, Aug. 13• Noon EDT• Host: Kathy Kimmel, Cars.com
director of training
28
Resources for Online Success
DealerADvantage• DealerADvantage blog: Read
and discuss articles, videos and Cars.com news that drive your success dealeradvantage.cars.com
• DealerADvantage Live: Free monthly webinar offers advice on internet sales, marketing dealers.cars.com/live
• Facebook: Share, discuss internet sales, merchandising dealers.cars.com/facebook
• Twitter: Get a daily online sales, merchandising tip dealers.cars.com/twitter
top related