Cars Com Lights, Camera, Sold May 2009
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Cars Com Lights, Camera, Sold May 2009

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Please visit our online professional network and join our community of Automotive Social Media Marketing professionals at http://www.ADPsocialMarketing.com

Please visit our online professional network and join our community of Automotive Social Media Marketing professionals at http://www.ADPsocialMarketing.com

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Cars Com Lights, Camera, Sold May 2009 Cars Com Lights, Camera, Sold May 2009 Presentation Transcript

  • Welcome to Today’s Webinar We will begin promptly at noon ET To hear the audio portion for today’s session, please turn up your computer speakers or use a pair of headphones.
  • Lights, Camera, Sold Leverage Online Video to Desk More Deals Ralph Ebersole Cars.com
  • Welcome • Have a question? Need our attention?  Enter your question or comment by clicking on the question mark in the lower right corner of the WebEx browser  Include your name, organization name, state • Want a recording of today’s presentation?  Visit http://dealers.cars.com/live on Monday, May 11
  • Welcome • To hear the audio portion for today’s webinar: • Turn up your computer speakers • Use a pair of headphones • Having audio problems? • Request a toll-free dial-in number for the WebEx teleconference
  • Today’s Moderator Ralph Ebersole • Director, automotive consulting and dealer training, Cars.com • More than 30 years experience in automotive retail • Has trained more than 20,000 automotive salespeople • Featured speaker at industry conferences (e.g., NADA 2009, Digital Dealer 2009 and Ward’s Automotive Spring Training 2009) • Interviewed in leading trade publications
  • Today’s Panelists Rob Fontano • John Marazzi Nissan • Internet sales director • Naples, Fla. • 8 years experience in automotive retail
  • Today’s Panelists Joe Webb • Dealer Knows • President/consultant • Chicago • 8 years experience in automotive retail
  • Today’s Objectives In today’s session, you’ll learn how to use video to: • Showcase vehicles with a personalized demonstration of their features and condition. • Build rapport through a brief introduction that highlights your expertise and commitment to helping shoppers find the right car. • Promote the value of buying from your store with customer testimonials and a tour of your facility.
  • Set the Stage for a Sale
  • Who’s Using Video 33 percent of dealers use video on their websites • 26 percent will add video within the next 12 months Source: The Kelsey Group, 2008
  • Who’s Watching Video • 41 percent of third-party site users viewed vehicle videos before walking into a store* • 63 percent of shoppers who viewed video reported that it influenced their decision to visit the dealership * • Searches for vehicle brand names with “video” have grown almost 240 percent ** •Value of Third-Party Sites to Dealer Walk-In Traffic, Synovate 2008 ** Google, 2008
  • Who’s Watching Video 58 percent of U.S. car buyers say they’re interested in online automotive video • Average age: 38 • Less likely to hold brand affinities and loyalties • Two-thirds of video viewers have household incomes above $60,000; nearly one-fourth earn $100,000 or more • Twice as likely to buy a car priced at $30,000 or more than average shopper
  • Video Car Buyers Want to See 40% Vehicle Interior and Exterior 31% 27% Comparison 28% 33% Features 24% $30,000+ All Car Buyers 22% Car Care 24% 29% Crash Tests 23% 0% 10% 20% 30% 40%
  • Video Car Buyers Want to See 30% Maintenance 22% 31% Editorial Reviews 16% 23% Manufacturer News 15% $30,000+ All Car Buyers 25% New Vehicle Launches 13% 18% Driving 10% 0% 10% 20% 30% 40%
  • Make the Car the Star • Most popular videos showcase the vehicle, demonstrating its features and how it compares to other models • Tailor videos to appeal to male and female buyers • Men want to learn about the car and cars • Complement videos about specific listings with videos about car care tips and maintenance advice • Helps attract and connect men to your brand • Women want to learn about the vehicle’s safety and convenience features • Higher-end buyers want in-depth information • Objective reviews from third-party sources
  • Getting Started: Define Your Process • Determine how you will use video with: • Email • Listing sites • Store website(s) • Customer follow-up • Define the message you want to communicate with each type of video • Identify who will: • Produce the videos • Be featured in the videos
  • Getting Started: Third-Party Sites • Entice buyers to engage with your listing • Build confidence by showing the car’s conditions and features • Brand your store and sell the value of buying from you • Offer directions and contact information
  • Getting Started: Your Website • Low-cost cameras allow you to add good-quality, full-motion videos: • Salesperson/ISM introductions • Walk-around vehicle demonstrations • Competitive reviews • Customer testimonials • Tours of your showroom, parts and service departments • Software allows you to create slide shows that simulate video from static images
  • Sell Yourself • Introduce yourself • Assure shoppers you will help them find the right car • Invite prospects to contact you for more information or to set an appointment • Encourage car buyers to ask for you when they contact or visit the dealership
  • Sell Your Listings • Develop walk-around videos that demonstrate the vehicle’s: • Condition • Standard equipment • Unique features • Build rapport with buyers by personalizing the video View this video at http://www.tinyurl.com/plantcity • Include a call to action by inviting the customer to contact you and asking for the sale
  • Sell Your Store • Provide reasons to purchase from your dealership: • Extensive inventory • Convenient location • Financing opportunities • State-of-the-art facilities View this video at http://www.tinyurl.com/marazzi • Business philosophy • Community reputation • Industry recognition • Ask satisfied customers to provide video testimonials
  • Extend Your Reach on YouTube
  • Use Video in Your Social Media • Adding video to your social media pages: • Generates additional exposure • Allows you to: • Brand your store • Showcase your product expertise, service View this video at http://www.tinyurl.com/marazzinissan excellence • Creates a virtual “Why Buy” book for in-market shoppers • Boosts search engine results • 41 percent of car buyers searched YouTube Source: Google, 2008
  • Identify Third-Party Video Sources • Objective editorial reviews • Automotive shopping sites with independent automotive experts (e.g., Cars.com) • Industry publications, TV shows and blogs • AutoWeek • MotorWeek • Kicking Tires • Manufacturers • Engineering profiles • Product demonstrations
  • Review • Develop processes to define how videos will be produced and how they’ll be used to win business • Online automotive video: • Plays an increasingly important role in the shopping process • Builds shoppers’ confidence in you, your listings and your store • Allows you to leverage channels outside your listing sites and dealership website(s) to reach in- market shoppers
  • Cars.com Resources for Online Success Cars.com gives you the tools and resources to drive online success and fully merchandise your inventory: (http://dealers.cars.com/resources). • Your local sales representative – Our knowledgeable staff is ready to assist you as well as answer any questions you might have • Local training – Attend one of Cars.com’s local training workshops for a hands-on educational experience • DealerADvantage monthly enewsletter – Subscribe and get tips and techniques to maximize your online investment (http://dealers.cars.com/subscribe) • DealerADvantage LIVE – Tune in to our free monthly webinars, packed with advice from expert trainers and the best dealers in the industry (http://dealers.cars.com/live) • Follow us on Twitter – http://www.twitter.com/DealerADvantage
  • Register Now for Our Next Event Your Site, Your Sales Win More Deals With More Roads to Your Internet Showroom • Noon EDT, Friday, June 12, 2009 • Register: http://dealers.cars.com/live • In this session, you’ll learn how to: • Where car buyers look the internet to get the information they need. • Which internet sites in-market shoppers consider the most valuable. • How to leverage third-party sites to drive traffic to your store’s site. • How to implement SEM and SEO campaigns that drive results.
  • Questions & Answers
  • Thank You & Good Luck