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1. 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.

2. Lights, Camera, Sold
Leverage Online Video to Desk More Deals
Ralph Ebersole
Cars.com

3. 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

4. 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

5. 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

6. Today’s Panelists
Rob Fontano
• John Marazzi Nissan
• Internet sales director
• Naples, Fla.
• 8 years experience in automotive retail

7. Today’s Panelists
Joe Webb
• Dealer Knows
• President/consultant
• Chicago
• 8 years experience in automotive
retail

8. 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.

9. Set the Stage for a Sale

10. 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

11. 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

12. 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

13. 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%

14. 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%

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. Extend Your Reach on YouTube

23. 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

24. 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

25. 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

26. 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

27. 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.

28. Questions & Answers

29. Thank You & Good Luck