Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
It's great to see that there are a number of us who are starting to make headway when it comes to extolling the virtues of video as a marketing tool for dealers. However, despite the overwhelming evidence that video works - and the video viewing stats we see from consumers - it's still tough out there...we're still amazed at much of the old school thinking and the reluctance to embrace something new by many dealers we talk to. BUT I'm sure there's a lot we can still learn about how to talk to dealers and how to sell in the concept! I'd be really interested in hearing what you've got to say on the subject of video. Do you think it's here to stay? What are the downsides and upsides? Maybe you aren't even aware that there are organisations selling video services? ...and of course, what would make you say "Fanstastic! Want it NOW!!"
Thanks - and looking forward to hearing your thoughts.
The early adopters will be along shortly and then the herd will follow. This is my third go-around in introducing a new technology to the automotive industry. Ultimately the customer drives and if you keep focused on the real customer in all of this and have faith in their commitment to video it will all prove you and all the others trying to drag dealers into the 21st century. The real customer in this case is the online shopper. If you continue to help your dealers provide what their online shoppers want it will come.
In the ancient past (10 years ago) dealers had to be talked into posting pictures online. That was if they even had a website. Now they are happy with the PTZ Slide Shows that have been sold to them as "video" I have a saying about dealers "Car dealers are not the first people on their block to buy a TV, but they are the first to buy a big screen"
The trickle will become a flood.
Oh please, no more slide show videos.
Do a walk around of the car, start it, if there are flaws be honest enough to point them out, show me service records, highlight the options, and take it on a test drive.
And try to designate one camera-friendly salesperson for the video work.
We have performed our VSEO services nearly 2000 times in the industrial marine industry on a global basis and have had excellent results. Our business scope is to enter consumer based markets with high inventory turnover namely automobile dealerships.
One example of how a properly executed VSEO service is unique and can benefit the auto industry is the ability to advertise just a phone number or a single phrase vs each individual auto and all the videos of the advertised inventory will appear in the results!
See the example here, enter “866-547-4656” or “zia kia easy financing” in a Google search and see the results for ZIA KIA Credit Hotline.
We have found that even a short live video segment incorporated into still shots along with high energy music verses a robotic voice describing the asset (viewers can see it has an automatic transmission) keeps the viewer engaged and entertained in the presentation. http://vodpod.com/watch/5214040-tahoe-ltz-used-2009-chevrolet-suv-i...
The auto industry can definitely use this technology if applied correctly and the results are measurable. Review the proven results of FrontPage indexing for individual search results and share your thoughts.
This List was compiled by Invodo:
Video Statistics: The Impact of Video
eCommerce Video Drives Conversion, Sales and Traffic While Reducing Returns
Consumers Use and Trust Online Video
Online Retailers are Implementing eCommerce Video
Thought you might like it :)
Some amazing stats, thank you Tom! I love the "video is worth 1.8 million words" stat from Forrester! The last point is reflective of exactly what you were saying earlier too - ie they're priorities for online shoppers.
I like that one too. They are a little low for our purposes though. Consider:
If a picture is worth a thousand words a frame is worth 1000
If you are capturing at 30 fps then each second is worth 30,000 words, each minute 1.8 and a two minute walk around is worth 3.6 million words!
I agree...Our keyword research in the localized area indicated that the primary search phrases used by consumers was more vehicle specific. Example: (bmw x3 santa fe, etc.) and since we index each auto in 2 major markets (bmw x3 albuquerque) this gives added exposure in the regional market. However, along with this technique, when a customer is wanting to see what else is available over the phone, there are fast options using this method...
Another benefit is with 4G networks…the potential buyer can call or search an 800# (or a local #) for immediate results with any smartphone just by speaking into the phone in a google search.
So, when you need a quick and easy way to display online inventory without sending them to a classifieds site, or your website and allowing the customer too many choices (you can keep them on the selected easy finance units or new discounted units)we can use a specific “phrase” to group selected autos.
So the inventory selected was geared toward folks with credit problems, and the videos and phrases "group" these cars in a search.
The beautiful part about these credit related phrases, is that there are in fact millions of consumers with credit problems, right?
Although you would not think the number of searches per month is an impressive figure, at 27000 for "easy credit" nationally... the bottom line? Zia Kia is selling more cars, and more specifically, to the consumers they wanted us to target. Bullseye!
Thanks for the comment