Merchandizzle

Merchandizzle
Text

Twitter: #DD11 #Merchandizzle

Merchandizzle: Presentation

Who is DealerKnows?

Merchandizzle: Joe Webb

Who’s this other guy?

Merchandizzle: Timmy James

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

The big question:

Who has sold a car to
a customer who is
more than 100 miles
away?

Merchandizzle: Audience Participation

Merchandizzle: Taking Pictures

Who should take the pictures?

Hired Gun?
Your Gang?


Almost anyone can hold a camera.

Local high school

Honor student

Accountability

Multiple tasks

College scholarship


Sales Breakdown of Online Inventory Photos

Included with Inventory Tool

Inventory Tool


Timing is everything.


Merchandizzle: You’re Doing it Wrong

Where to shoot.

The Stockyard The Studio

vs.


In the stockyard.

We w ill brig hten
Su nShineC hevy

Make sure
you’re
advertising your
brand


In the studio.


Doing it a lil’ bit country...

In front of dealer signage

Walk around

Natural lighting

On the lot

“Point and click” camera


...doing it a lil’ bit rock & roll (or rap, yo).

High-resolution camera

Muslins

Studio lights (with soft boxes)

Painted floor/ceiling

Logos

Turntable


They’re not buying the steak...

Photos

Descriptions

Price

Merchandizzle: What Sells

...they’re buying the sizzle.

Merchandizzle: What Sells

Digging deeper.

20 Dealers from around
the country
6,139 Vehicles
61,434 Photos
Real Transaction Data

Merchandizzle: Study

Distribution.

>25 Pictures
(18%)
Mediocrity
(30%)

Less than 10 pictures:
<10 Pictures
52.03%(52%)


What we found.

Going from
less than 10 pictures to more
than 25 pictures increased
leads and views
by more than 30%


It gets better.

Going from
less than 10 pictures to more
than 25 pictures increased
inventory turn by 25%


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

How many?
Good Better Best
Create 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


the good

Wash me

the bad

thebad
the ugly

Get creative.

Hey, this thing has OnStar
and a sunroof! Merchandizzle: Photos

What to take when you’re taking pictures:
1. Passenger side, front ¾ shot 17. Driver’s side interior shot of second row
2. Full front-on shot 18. Trunk shot
3. Driver’s side, front ¾ shot 19. Wheel shot
4. Internet Team holding their direct dial 20. “Penny test” on tire
phone number and names 21. Passenger side interior shot
5. Passenger side shot (right pointing) 22. Climate/radio/center stack shot
6. 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 shot
8. Dashboard shot 27. Driver’s side, rear ¾ shot
9. Dealership showroom (with customers 28. Passenger side, rear ¾ shot
being greeted) 29. Driver’s side power seat controls shot (if
10. Picture of dealership exterior available)
11. Full inventory picture 30. Passenger side power seat controls
12. Secondary options/features shot with shot (if available)
text 31. Driver’s side interior door
13. Badge shot 32. Close-ups of controls (automatic/
14. Additional option/features manual transmission, power windows/
15. Odometer/dash close-up locks) start with options
16. Driver’s side interior shot 33. Staff picture


One of these angles isn’t like the other...

hint: this one


Being different.


Wrong picture overkill.

Do you see
some
redundancy
here?


It’s not just for used.

Which one
answers a
question?

vs.
Which is less
tangible?


craigslist

Merchandizzle: Listings

List on third party sites.

Calls to
34% more contacts

action
galore:


Maximize real estate on your site.

Value adder
on vehicle
picture Dealer brand DETAILED PRICE

Third-party validation

Calls to action:


Standard features:

Unless it’s an El Camino,
the majority of cars have
these things standard

Merchandizzle: Vehicle Descriptions

Automated descriptions.


How we do it.

Paint a picture

Appeal to competitive nature

Use descriptive words

Only discuss options

GET CREATIVE

read: DealerKnows.com/automotive-storytellers


How you can do it.
Shout-out to Mohegan Lake Audi
dlrkn.ws/DD11Mohegan


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 luxury
car you've been longing for. It is nicely equipped with features such as Accord
EX-L 2.4 and 2.4L I4 DOHC i-VTEC 16V. Welcome to the A-list. Arrive in style
with the Accord's bold lines and stunning good looks. Fashionably late has a

?
new meaning. Edmunds.Com said, "...The Honda Accord offers an appealing
combination of spaciousness, a relatively upscale feel and a reputation for
reliability..." J.D. Power and Associates gave the 2008 Accord 4 out of 5 Power
Circles for Overall Initial Quality Design. All Honda Certified Used Cars undergo
a comprehensive 150-point inspection and come with a 12mo/12,000 mile
limited warranty and a 7yr/100k mile powertrain warranty.

It’s a Honda, not an Aston Martin!


Save yourself (and the customer) the hassle.

Take out
“call for price.”

Merchandizzle: Vehicle Pricing

A competitive price increased
page views by 191% and
contacts by 263%

Merchandising increases visibility.

Use inventory to boost SEO

Crafting display-advertising
content

Properly name image files

Properly name video files

Merchandizzle: Vehicle Pricing

It’s all about conversion.

Where’s the
beef?

Merchandizzle: Marketing

What not to do.

wow, shocking

Merchandizzle: Social Media

What not to do.


What you CAN do.

Dealerships utilizing Facebook
inventory tabs have seen
10% of their fans utilize
the application each month


Every car doesn’t need to be on YouTube...

Merchandizzle: Video

...but some do.

Consumer expectations

Minimal investment

Secondary SEO benefits

Solidifies customer
engagement


Video basics.

Text to speech

Human speech

Live walk-around


The testimonial description.


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 message

Merchandizzle: Digital Assets

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 $100,000
Plus: 57% of Facebook and Twitter users haver scanned QR codes,
usage is up 810% from last year, and it’s FREE!
FREE


Frame it up.


Get ready for Q&A.

Merchandizzle: “...I’m a let you ﬁnish.”

Merchandizzle: Lil’ bit country , lil’ bit rock & roll

Joe Webb
Founder and President
DealerKnows Consulting

DealerKnows.com
VirtualDealerTraining.com
847-456-5130

Twitter/zonewebb
LinkedIn/josephwebb
Tim James
AutoMotive
Merchandising Online

ammollc.com
515-556-1465

Twitter/timmydjames

Merchandizzle: Fin fin

Merchandizzle

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