Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
Consumers are watching their favorite TV shows, music videos, sporting events, and of course the latest version of the Harlem Shake on YouTube every day. (Maybe we need to create an ADM version of the Harlem Shake!)
If you are a car dealer that invests in Cable TV advertising and are not advertising onYouTube, this is my call to action. You must have a YouTube online video strategy in your overall marketing plan.
YouTube's reach continues to grow as a primary source for specialty education. Just this month I purchased a Pioneer DJM-900 Mixer for my son and some of the finer points on how to use this device were found only in one place: YouTube. Consumers are researching cars online every day in your local market, and for most dealers, their brand is invisible in YouTube search results.
YouTube video marketing is not limited to videos watched on the website www.youtube.com. Millions of YouTube published videos are embedded in public websites that are being watched every second of the day. In fact, the videos that are found on this page, are from a YouTube channel.
There are a few elements within the topic of YouTube marketing that I will mention here, but I also encourage dealers to attend the 2013 Automotive Boot Camp where Ohad Tzur and Peter Leto from Google will be delivering a Keynote Address covering the best ways to leverage YouTube to expand brand awareness and to nurture car sales.
You should discuss with your digital advertising agency that handles Google Adwords campaigns to review the options within Adwords for Video.
Your discussion and strategy would include:
And when you engage consumers using Google Adwords for Video, you will also have access to enhanced YouTube analytics to show you how well your videos are engaging consumers. The video included below, discusses some of the data you will get from YouTube video engagement.
Any dealer that is investing in cable TV advertising because they believe they can target local consumers, I challenge them to go one step further and invest in a better way to target local consumers with video messages.
The results that we are seeing for video preroll with dealers in a YouTube pilot were are conducting are just amazing. We are creating a very strong brand message that is reaching local consumers, at a very affordable cost.
Have you taken a peek at YouTube Analytics before? See why you should:
In addition to hearing direct from the Google team on leveraging YouTube, the 2013 Automotive Boot Camp will be offering video workshops to show dealers how to film, publish, and optimize their video content. Dealers will have access to scripts and strategies that are being used in dealerships across the country. Learn the tricks to creating effective video pre-roll campaigns.
If your dealership has been holding off investing in a dominating local video marketing strategy, it is time to send your team to the Automotive Boot Camp, May 14-16th in Philadelphia. I hope to see you there!
Get your team registered early for the Boot Camp experience. Groups that will be sending more than four people to Boot Camp, should contact Carrie Hemphill at 908-601-6475 for group rates.