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And Why Aren`t You Using Video At Your Dealership Again???

**We cut this video about two weeks ago;

 

** Two days ago this customer watched the clip on Cars.com, reached out to us and lived happily ever after with this awesome 2009 Audi S5 Coupe!

 

Soooooooooo why aren`t you using Video at your dealership again??????

 

Ken-

Views: 758

Tags: Automotive Marketing, Ken Beam, Video, car dealer

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Comment by Ken Beam on April 15, 2012 at 6:52pm

@ Tom - lol....... Well first, I`m flattered that you would take time out of your day to look through 20 of my listings on Cars.com.......

What I do with the 3rd Party Providers such as Cars.com and AutoTrader is simply this, in the dealer description I write this tag line;

 

*Copy and Paste OR Click the link below to see an actual Real LIVE Walk-Around Video of this gorgeous 2009 Audi S5 Coupe; http://www.youtube.com/watch?v=D91CBjPUN8I 


As I did for the Audi Coupe as I underlined in red to illustrate;


*Now when this young man was in our showroom with Gil the Sales Rep, I walked in & Gil said, "Hey Connor....that`s Ken",.....then the customer got up and walked over to me shaking my hand and, "I saw your video of the Coupe and loved it!"....... 


Tom we`ve also had this discussion before,.........so it`s sort of redundant to me. I told you more than once on various threads when you ask this question, "Why don`t you have videos for all of your vehicles?"........ As I`ve told you before, I`m one person...... you bring up a great idea and we are always looking to be more efficient so that in the future we will be able to do every vehicle.  

Comment by Ken Beam on April 15, 2012 at 6:29pm

@ Ken - Hey if that formula works for you guys (The "Under 60 seconds" gig) great! I`ve been doing this for almost 7 years now......... and you know what?? The way we do it works very well for us at the Douglas Auto Group. We have had many customers on numerous accounts state that they are here because they "saw the video with Ken".... I personally do not think that there is any right or wrong way of doing the "Video-gig-Process"...... as long as you are doing something. Video is not the "Holy Grail" to car sales by any means, however it certainly will add an element of confidence to the potential customer viewing it. 

Comment by John Weltz on April 15, 2012 at 5:40pm

Video is here .....what are dealer awaiting for???

Comment by Tom Rocha on April 15, 2012 at 2:45pm

Ken:  They saw the clip on Cars.com?  I just clicked on 20 video links on your cars.com listings and all I saw were slideshows.  I even found the 2009 G37 that you have on youtube with full motion video and that one was a slideshow on Cars.com too. 

Anyway, If the formula is:  Produce a full motion video for a car-Post it Online-Customer sees it-Customer takes action...If it works for one video for one car...Why aren't you using video for all your cars at your dealership?

Comment by Ken Nix on April 15, 2012 at 2:20pm

Tom Gorman, You're right. personalization matters. 80/20 rule. People care 80% about 20% of the car, and 20% about the rest of the car. I push client videos over 10-100,000 views because I'm selective about the content. Keep it short, to the point and make it easy for them to personalize themselves with timestamps. If you are making a general video, don't describe something the video is selling for you unless it is a keyword as Youtube understands words and uses them in SEO. i.e people can see it is black, but saying "Audi S5" or "black Audi S5" may get more views instead of . Shorter is better when it comes to YouTube and web video. The best salespeople take short test drives and leave the customer wanting. Your video should also be less than 60 seconds and leave the customer wanting more information about the car. 5 minutes for a video ad is too long. If you do go further than 60 seconds add time marks so someone can jump ahead to their points of interest, i.e.:

1:02 (<- the timestamp becomes clickable in youtube descriptions) used car salesman wearing dark sunglasses gets out of car.

1:52 Audi S4 Interior closeup showing 6 speed Manual gearbox (use keywords to describe points, helps with SEO)

ETC....

One last thing, Focus on the car, not the salesperson/spokesperson. The camera doesn't need to be on the spokesperson as they speak. Nobody wants to watch a talking head when they would rather see the car.

One other positive point I'd like to bring out is that the video was shot as a commentary, not a commercial. I could get this video thousands of views in a very short time.

Comment by Jeremy Gould on April 15, 2012 at 1:34pm
I had dealers producing customized videos with the customer's name as far back as 4 years ago and I can tell you it makes a huge difference! It's amazing how far people will drive after seeing all of the custom testimonial videos too. In an online world where every car looks the same in pictures, you absolutely need to be doing something to separate yourself from the pack!
Comment by Tom Gorham on April 15, 2012 at 12:31pm

@Larry - I would like to see the same study of personalized videos vs videos created to send to everyone.  I believe that when you say the customer's name in the video and relate the video to his/her interests, it creates a WOW moment for that customer. 

Comment by Ken Beam on April 15, 2012 at 8:28am

@ Larry - I absolutely agree with you.

Comment by Larry Bruce on April 15, 2012 at 8:26am

@Ken PEOPLE...PROCESS...TECHNOLOGY...

 

No Matter how hard you try you can't escape the above EXACTLY in that order.  

Comment by Ken Beam on April 15, 2012 at 8:16am

Hey Kevin - Thanks for sharing those very interesting facts. Like I said, even if the Sales Consultants saw the potential value in cutting a few clips, if they just would team up with one another, take turns at making a few clips, they just might put a few more "fish in the bucket". Seems like a very simple concept when you think about it. When I started selling cars 24 years ago I didn`t have all of this awesome technology that we have nowadays and if I did, I would be doing all kinds of "extra-cool" things with my Smart Phone as a new sales consultant. Heck you could cut the clip right on your phone and upload it on You Tube to fire out to your potential customers. I could go on and on with my ideas about this subject...........

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