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I’ve invented a phrase - Bandwidth Remorse. Here is the official definition. Most dealerships are now offering bandwidth remorse on all of their ads across the Internet. My made up phrase refers to dealerships who feature slideshow or PowerPoint videos on their ads. Most used car videos display the very same pictures that were offered on the page that launched that video, but with a twist - lower resolution and panning. In order to increase the bandwidth remorse, royalty free music is looped along with confusing phrases like “Nothing brings the family together like the Acura MDX”. Luckily most of your potential clients don’t make it through much of the PowerPoint “video” before finding the “X”.
One of the purposes of vehicle videos is to increase conversion rates for dealerships. Specifically, it is meant to help the car buyer choose your vehicle and/or your dealership over the competition or its vehicle. In order to be selected, your car needs to have an advantage. Often, the advantage is price, location, features or mileage, but sometimes it is confidence in the dealership or the car itself. Dealers provide CARFAX reports to consumers in order to increase confidence in the car or the dealership; high quality vehicle videos will provide the same increase in confidence in both the vehicle and the dealership.
Try this after your next test drive - grab a brochure for the new car that you just drove and sit down with the interested party. Flip through the pages and look at the photos together while reading aloud all of the bold type on the brochure. You’re headed for a hat-trick today!
Causing bandwidth remorse does not increase conversion rates. Used car videos need to provide sizzle and hopefully actual video of the vehicle. People connect with people and your video should also include people. In the near future, all vehicles will have actual video clips in their videos. There is a huge opportunity for the early adopters to have an edge on their competition until that day.