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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: 797

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

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Comment by Ashley Lopez on April 23, 2012 at 12:59pm

I love this idea....we recently refreshed our website and we really want to take full advantage of our Dealer TV...I think this a great start! Thanks Ken!

Comment by Ken Beam on April 16, 2012 at 8:41am

@ Tom - First off, thank you very much for the nice compliment. Secondly, I couldn`t agree with you anymore............. when you think about it, there really isn`t any reason that dealers aren`t posting videos via single-handedly or through a state of the art source such as Comscore. 

I want put my clips on the right "eyes" so to speak and that is why we incorporate these clips on our own website. Like in the example...... when you search for a 2013 Infiniti JX35 and browse our inventory, the customer has the option of watching this video on every JX in stock if they choose too; http://www.youtube.com/watch?v=xvX30o3iJB0

Ohhhh btw Tom, as for those static-slide-show clips on our Cars.com pages............. not my doing/choice....... they offered it to the owners here they ran with it........... Definitely not my style or choice.....lol.

Comment by Tom Rocha on April 16, 2012 at 7:15am

I would argue that all of Ken's videos are personalized as are all the full motion inventory videos that other dealers are posting to their site, youtube, autotrader, FB and so on.  Let's face it, A slideshow is pretty static and impersonal, it provides limited context.  On the other hand a video done by Ken, that has his personality, conversational tone and settings including Douglas' lot tells the prospective buyer that there are actual people selling the cars and that there is a place where they can go buy it.  All the motion and activity in the background lend to the sense of urgency that (rightfully) puts it into the mind of the shopper that other people may be looking at that same car right now.  I have had and continue to have conversations with dealers about the merit of a photo bay and/or turns style setting video.  I think that they are wasting the opportunity that video provides by having an sterile, lifeless background for their offering.  The relationship between the shopper/buyer and the salesperson/dealers/dealership is a real one, even in the internet shopper age.  There is personalization intrinsic in the showing of the product in context and in a real world environment.  I think that applies to the green screen type content as well.

Ken's videos have a strong element of energy and excitement.  People like that.

Comscore found that there is benefit to having both user generated and professionally generated videos:  http://www.comscore.com/Press_Events/Press_Releases/2012/3/comScore...   There are plenty of professionally produced videos out there.  Now it is time for the dealers to start generating the videos that consumers want.

As I have said many times; few dealerships have a Ken Beam on staff.  And even Ken can only do so much.  So there are a variety of ways a dealer can get videos online and the process will be what works best in their enterprise.  The important thing is that they take advantage of the opportunity to use today's technology to be responsive to their customers needs.

Comment by Ken Beam on April 16, 2012 at 5:48am

*Here was one of Mr. Ralph Paglia`s fave stories in regards to using video;

This is the Blog that Ralph wrote;

When it come to videos you`re only limited by your imagination - 

 

*Here I used video to salvage a huge deal going to Canada;

 

Ralph Paglia

Video Readiness and Well Honed Skills Save A Deal at Douglas VW!

 
 
Video Readiness and Well Honed Presentation Skills Save A Deal Sunk by Bogus Used Car Inspection!

Ken Beam of Douglas VW in New Jersey recently shared one of the most impressive and compelling sales scenarios I have ever heard about that proves the business case for how valuable it is to develop processes for creating and sending video presentations to customers. A little bit of learning time, some practice and using the Internet along with a $250 investment in a Flipcam has paid off many, many times for Douglas VW in Summit, New Jersey…
In my opinion, the way Ken Beam handled the situation described in this story is a superb example of "creative problem solving" ingenuity applied to a “Save A Deal” challenge by using a good quality high resolution digital camera and a decent HD video camcorder such as Flipcam's Minos HD... Then, combining those tools with Ken Beam's well practiced video presentation skills.
 
 
Here's how the story unfolded... Douglas VW had successfully used the Internet to acquire a prospective used car customer who lives in Montreal, Quebec. The Canadian woman was interested in purchasing a 2009 Audi A4 Convertible that she found in the Douglas VW inventory in the Internet. After contacting the sales department at Douglas and working out the numbers to her satisfaction, she contracted for a local "Used Car Inspection" Service to have them go to Douglas VW, perform a thorough inspection of the Audi and provide her with a written evaluation of the car before she finalized the deal so she would have peace of mind. In the mean time she used her credit card to put a good faith deposit on the almost brand new Audi so Douglas VW would mark it sold and allow her inspector to come in and look at the car.
After the "Used Car Inspector" spent half an hour inspecting the 2009 Audi with full factory warranty remaining and only 8K miles on it, he wrote up a report that rated the almost new car as if it had 150,000 miles on it and needed every wearable part replaced! It was unbelievable to the salesman and the manager on the deal that this inspector would have written up such a horrible (and misleading) report on such a clean, low mileage almost new car... Everybody else who checked the condition of this vehicle remarked about what a gorgeous Audi it was and had barely been used with only 8,400 miles on the odometer, as well as being locally purchased new and traded in at Douglas VW.
It wasn't long after Inspector McGoo sent the bogus report to the customer in Montreal when she contacted her Douglas VW Sales Representative and said she wanted to cancel her order on the car because of the Inspector`s report! Everyone involved at Douglas VW was shocked and upset over having a deal blow up because of some idiot "Used Car Inspector" who obviously wrote up a BS report... That's when the manager asked for Ken Beam to be alerted to the situation and when Ken first found out what was going on...

Ken listened to the situation, quickly developed a plan and started to get involved...
First, Ken contacted the customer in Montreal and told her that he would put the Audi under the bright lights in the shop and then take multiple very high resolution photos to send her... He also informed the woman that he was going to record a video and send it to her. The video he would create would also zero in and focus on the specific areas the bogus inspector had written about in his report, thereby addressing what the inspector claimed to have seen on the Audi.

*This was the Video that Ken created; http://www.youtube.com/watch?v=psmwWvNi4_0
Next, Ken proceeded to invest more than four hours of work on the "Used Car Inspection" debunking project, but it turned out to be well worth it, at least for the salesperson selling the car!

 

The customer reviewed the photographs and watched the video, which was filmed at the same time so that it showed Ken taking the photos! After reviewing the detailed high rez images and watching the "Evidence Videos" that showed the photos being taken and live action of Ken addressing each untrue aspect of the inspection report, she went to her bank and wire transferred the full amount to Douglas VW's bank account!
 
 
The customer went on to say that she felt completely confident in purchasing this 2009 Audi AFTER she saw the videos of both the car and the taking of the high resolution photos that allowed her to "inspect" the Audi with her own two eyes!!
Now, the big question I had for Ken was "Did you get half a deal?" and all I got back was him laughing about it, so I am not sure, but I think the original salesperson may have kept the whole deal and commissions to himself!
Let's at least hope he takes Ken Beam out for a nice steak dinner, or an evening at the Sopranos' Bada Bing Club...

My source for this article:
Ken Beam
Digital Marketing Director
Douglas Auto Group
430 Morris Ave.
Summit NJ 07901
 



 

Comment by Rorie Hannigan on April 16, 2012 at 4:17am

At CitNow we repeatedly see dealers convert 40%+ of their conversions with personalised, pre record videos that are delivered in dealer branded windows. I have to agree with @Jeremy Gould that the touch of personalisation will make a difference.

Comment by Ralph Paglia on April 15, 2012 at 7:56pm
I love Ken's workaround for linking videos to his Cars.com listings... Brilliant!
The explanation of the CARFAX report is a heck of a lot more effective in video than by email or phone... Nicely done!
Comment by Ken Beam on April 15, 2012 at 7:20pm

Ohhhh and one more thing........ we do utilize the element of a personalized as well. Here`s a 2010 Acura TL that a client inquired about and it has a "Dirty" Car Fax. Soooooooooo we cut this clip and he is now the happy owner of this beautiful Acura TL.... And again I`ll ask you........ And why aren`t you doing videos at your dealership????????

Comment by Ken Beam on April 15, 2012 at 7:14pm

@ John - lol! Ahhhhh...... most dealers just need a kick in the ass to jump start `em a little!!! lol!

Comment by Ken Beam on April 15, 2012 at 7:13pm

@ Tom - You`re quite welcome. Listen..... I`m not a vendor obviously, however I feel we can all learn/share from one another without overly criticizing or challenging each others processes/procedures..... to me that`s just wasted energy. I`d rather expand my horizons and hear some other opinions in order to enhance my overall Digital Operations. Thanks. Ken-  

Comment by Tom Rocha on April 15, 2012 at 7:01pm

Cool,  Didn't read the comments.  It is not time out of my day.  Our whole approach is that the internet shopper, dealers, the dealers' staffs and the lot service companies that are using our product are who we must be responsive to.  I ask questions because I want to learn.  I click on video links because I want to find better and best and then share with our clients.  These dialogues with you have been instrumental and I appreciate your sharing.  We are all on the same page as far as video is concerned. 

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