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Joe Webb of DealerKnows Consulting and Timmy James of AutoMot

Joe Webb of DealerKnows Consulting and Timmy James of AutoMot

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  • 1. Merchandizzle Text Twitter: #DD11 #Merchandizzle Merchandizzle: Presentation
  • 2. Who is DealerKnows?Merchandizzle: Joe Webb
  • 3. Who’s this other guy?Merchandizzle: Timmy James
  • 4. Three quick questions. Single point or dealer group? Pictures taken in-house or outsourced? When is the initial advertisement with photo(s) created?Merchandizzle: Audience Participation
  • 5. The big question: Who has sold a car to a customer who is more than 100 miles away?Merchandizzle: Audience Participation
  • 6. Merchandizzle: Taking Pictures
  • 7. Who should take the pictures? Hired Gun?Your Gang? Merchandizzle: Taking Pictures
  • 8. Almost anyone can hold a camera. Local high school Honor student Accountability Multiple tasks College scholarshipMerchandizzle: Taking Pictures
  • 9. Sales Breakdown of Online Inventory Photos Included with Inventory Tool Inventory Tool Merchandizzle: Taking Pictures
  • 10. Timing is everything.Merchandizzle: Taking Pictures
  • 11. Merchandizzle: You’re Doing it Wrong
  • 12. Where to shoot.The Stockyard The Studio vs. Merchandizzle: Taking Pictures
  • 13. In the stockyard.We w ill brig hten Su nShineC hevy Make sure you’readvertising your brand Merchandizzle: Taking Pictures
  • 14. In the studio.Merchandizzle: Taking Pictures
  • 15. Doing it a lil’ bit country... In front of dealer signage Walk around Natural lighting On the lot “Point and click” cameraMerchandizzle: Taking Pictures
  • 16. ...doing it a lil’ bit rock & roll (or rap, yo). High-resolution camera Muslins Studio lights (with soft boxes) Painted floor/ceiling Logos Turntable Merchandizzle: Taking Pictures
  • 17. They’re not buying the steak... Photos Descriptions PriceMerchandizzle: What Sells
  • 18. ...they’re buying the sizzle.Merchandizzle: What Sells
  • 19. Merchandizzle: Photos
  • 20. Digging deeper.20 Dealers from aroundthe country6,139 Vehicles61,434 PhotosReal Transaction Data Merchandizzle: Study
  • 21. Distribution. >25 Pictures (18%)Mediocrity (30%) Less than 10 pictures: <10 Pictures 52.03%(52%) Merchandizzle: Study
  • 22. What we found. Going fromless than 10 pictures to more than 25 pictures increased leads and views by more than 30% Merchandizzle: Study
  • 23. It gets better. Going fromless than 10 pictures to more than 25 pictures increased inventory turn by 25% Merchandizzle: Study
  • 24. What others have found:Having just 11 pictures can increase page views by 175% and contacts by 127% versus having no pictures at all Merchandizzle: Photos
  • 25. How many?Good Better BestCreate ad the day the vehicle Create the ad the day the Create the ad at the auction:is “for sale” on the lot at a vehicle “arrives” on the lot:minimum: • At least 1 photo • Replace with more later • Custom vehicle description• 20 to 25 photos • Detail When it arrives on lot:• Auto-vehicle descriptions • 25 to 35 photos • Detail• Stitched photo video • Custom vehicle descriptions • 35 to 45 photos• Distribute/display same • Live video walk-a-rounds • Historical data description• day • Distribute/display same • Live video walk-around • day • Distribute/display same • day hint: more than six Merchandizzle: Photos
  • 26. the good Merchandizzle: Photos
  • 27. Wash methe bad Merchandizzle: Photos
  • 28. thebadthe ugly Merchandizzle: Photos
  • 29. Get creative.Hey, this thing has OnStarand a sunroof! Merchandizzle: Photos
  • 30. What to take when you’re taking pictures:1. Passenger side, front ¾ shot 17. Driver’s side interior shot of second row2. Full front-on shot 18. Trunk shot3. Driver’s side, front ¾ shot 19. Wheel shot4. Internet Team holding their direct dial 20. “Penny test” on tire phone number and names 21. Passenger side interior shot5. Passenger side shot (right pointing) 22. Climate/radio/center stack shot6. Primary option/feature shot (e.g., 23. Center console shot (when available) sunroof, leather, heated seats…) with 24. Backseat shot taken from front seat text 25. Engine shot (if clean)7. Back-end shot 26. Driver’s side shot8. Dashboard shot 27. Driver’s side, rear ¾ shot9. Dealership showroom (with customers 28. Passenger side, rear ¾ shot being greeted) 29. Driver’s side power seat controls shot (if10. Picture of dealership exterior available)11. Full inventory picture 30. Passenger side power seat controls12. Secondary options/features shot with shot (if available) text 31. Driver’s side interior door13. Badge shot 32. Close-ups of controls (automatic/14. Additional option/features manual transmission, power windows/15. Odometer/dash close-up locks) start with options16. Driver’s side interior shot 33. Staff picture Merchandizzle: Photos
  • 31. One of these angles isn’t like the other... hint: this one Merchandizzle: Photos
  • 32. Being different.Merchandizzle: Photos
  • 33. Wrong picture overkill. Do you see some redundancy here?Merchandizzle: Photos
  • 34. It’s not just for used. Which one answers a question?vs. Which is less tangible? Merchandizzle: Photos
  • 35. craigslistMerchandizzle: Listings
  • 36. List on third party sites. Calls to34% more contacts action galore:Merchandizzle: Listings
  • 37. Maximize real estate on your site.Value adderon vehiclepicture Dealer brand DETAILED PRICE Third-party validation Calls to action: Merchandizzle: Listings
  • 38. Standard features:Unless it’s an El Camino,the majority of cars have these things standard Merchandizzle: Vehicle Descriptions
  • 39. Automated descriptions.Merchandizzle: Vehicle Descriptions
  • 40. How we do it. Paint a picture Appeal to competitive nature Use descriptive words Only discuss options GET CREATIVE read: DealerKnows.com/automotive-storytellersMerchandizzle: Vehicle Descriptions
  • 41. How you can do it. Shout-out to Mohegan Lake Audi dlrkn.ws/DD11MoheganMerchandizzle: Vehicle Descriptions
  • 42. How not to do it.Accord EX-L 2.4 . Be a VIP without a VIP price! Can you say, Ride in Style?!Set down the mouse because this beautiful 2008 Honda Accord is the luxurycar youve been longing for. It is nicely equipped with features such as AccordEX-L 2.4 and 2.4L I4 DOHC i-VTEC 16V. Welcome to the A-list. Arrive in stylewith the Accords bold lines and stunning good looks. Fashionably late has a ?new meaning. Edmunds.Com said, "...The Honda Accord offers an appealingcombination of spaciousness, a relatively upscale feel and a reputation forreliability..." J.D. Power and Associates gave the 2008 Accord 4 out of 5 PowerCircles for Overall Initial Quality Design. All Honda Certified Used Cars undergoa comprehensive 150-point inspection and come with a 12mo/12,000 milelimited warranty and a 7yr/100k mile powertrain warranty. It’s a Honda, not an Aston Martin! Merchandizzle: Vehicle Descriptions
  • 43. Save yourself (and the customer) the hassle. Take out “call for price.” Merchandizzle: Vehicle Pricing
  • 44. A competitive price increased page views by 191% and contacts by 263%
  • 45. Merchandising increases visibility. Use inventory to boost SEO Crafting display-advertising content Properly name image files Properly name video filesMerchandizzle: Vehicle Pricing
  • 46. It’s all about conversion. Where’s the beef?Merchandizzle: Marketing
  • 47. Merchandizzle: Social Media
  • 48. What not to do.wow, shocking Merchandizzle: Social Media
  • 49. What not to do.Merchandizzle: Social Media
  • 50. What you CAN do.Dealerships utilizing Facebook inventory tabs have seen 10% of their fans utilize the application each month Merchandizzle: Social Media
  • 51. Merchandizzle: Video
  • 52. Every car doesn’t need to be on YouTube... Merchandizzle: Video
  • 53. ...but some do.Consumer expectationsMinimal investmentSecondary SEO benefitsSolidifies customerengagement Merchandizzle: Video
  • 54. Video basics.Text to speechHuman speechLive walk-around Merchandizzle: Video
  • 55. The testimonial description.Merchandizzle: Video
  • 56. Merchandizzle: Next
  • 57. Time to go mobile. 91% of all U.S. citizens have their mobile device within reach 24/7 70% of all mobile searches result in action within 1 hour. 88% of adults prefer text messaging over other forms of communication It takes 90 seconds for the average person to respond to a text messageMerchandizzle: Digital Assets
  • 58. Quick Response. 4 million people scanned QR codes in the month of June Nearly 37% of users were in the coveted 25 to 34 age bracket More than one-third of them had a household income of at least $100,000Plus: 57% of Facebook and Twitter users haver scanned QR codes,usage is up 810% from last year, and it’s FREE! FREE Merchandizzle: Digital Assets
  • 59. Frame it up.Merchandizzle: Digital Assets
  • 60. Get ready for Q&A.Merchandizzle: “...I’m a let you finish.”
  • 61. Merchandizzle: Lil’ bit country , lil’ bit rock & roll
  • 62. Joe Webb Founder and PresidentDealerKnows ConsultingDealerKnows.comVirtualDealerTraining.com847-456-5130Twitter/zonewebbLinkedIn/josephwebb Tim James AutoMotive Merchandising Online ammollc.com 515-556-1465 Twitter/timmydjames Merchandizzle: Fin fin