Small Screen, Big Sales
Welcome    • Have a question? Need our attention?    • Enter your question or comment by clicking on      the question mar...
Webinar Audio    • To hear the audio portion      for today’s webinar:    • Turn up your computer      speakers    • Use a...
Today’s Moderator    Kathy Kimmel      • Director of training, Cars.com      • 20 years automotive industry        experie...
Today’s Panelist    Kirk Davis      • EVP, co-founder      • Liquidus      • Chicago5
Today’s Panelist    Rob Fontano      • Digital sales and marketing        director      • Marazzi Motors      • Fort Myers...
Today’s Panelist    Eric Miltsch      • Internet director      • Auction Direct USA      • Rochester, N.Y.7
Today’s Objectives    In today’s workshop, we’ll discuss:      • What car buyers want to see in online video.      • How t...
Video Demand Accelerates    Online video is growing rapidly      • Automotive Internet video        viewership magnified s...
Give ’Em What They Want     • In video, online car buyers want to see:       • Product reviews (77%)       • The vehicle (...
Video Sets the Stage for a Sale     Video deepens engagement       • 63 percent of shoppers who         viewed video said ...
Video Drives Low-Funnel Action     • After watching automotive video*:       • 61% visit a dealership       • 55% visit a ...
Getting Started: Define a Process     • Determine how you will use video with:       •   Email       •   Listing sites    ...
Video Sells the Car     • Videos should show       the vehicle’s:       • Condition       • Standard equipment       • Uni...
Automating Video Production     Develop “stitched videos” from     your listings’ multiple pictures       • Vendors integr...
What Works: Automation     Tips for success:       • First 10 photos will be used       • Photos should be 800 pixels     ...
What Works: In-House Production     Low-cost cameras allow you to     add good-quality, full-motion     videos:       • Wa...
What Works: Marazzi Motors     • Model- and inventory-       level video increases:       • Website visits (up 10%)       ...
What Works: Auction Direct USA     • Inventory-level video       drives additional:       • Time on site       • Vehicle d...
Video Sells the Store     • Provide reasons to buy       from your dealership:       •   Extensive inventory       •   Con...
Video Sells Your Sales Staff     • Introduce yourself     • Assure shoppers you’ll help       them find the right car     ...
Video Drives SEO Performance     Optimize videos for     increased visibility       • Create title with         relevant s...
Video Fuels Social Media Content     Repurpose videos to drive additional exposure       •   Model comparisons       •   W...
What Works: Marazzi Motors24
What Works: Auction Direct USA25
Review • Develop a process for how you’ll produce and   use video at your dealership • Video:     •   Plays a greater role...
Save the Date Trust Makes the Sale     • Friday, Aug. 13     • Noon EDT     • Host: Kathy Kimmel, Cars.com       director ...
Resources for Online Success     DealerADvantage        • DealerADvantage blog: Read          and discuss articles, videos...
Questions & AnswersThank You & Good Luck
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Small Screen, Big Sales- Optimize your Listings with Video

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With your online listings, video helps to bring the car to life and lets shoppers take a virtual test drive. This webinar looks at what car buyers want to see in online video, how to produce a walk-around demonstration or personal introduction video and where to share your videos to increase exposure and generate traffic. For the full audiovisual presentation, visits dealers.cars.com.

Published in: Business, Automotive
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Small Screen, Big Sales- Optimize your Listings with Video

  1. 1. Small Screen, Big Sales
  2. 2. 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 • Tweeting today’s call? Use #dalive. • Want a recording of today’s presentation? • Visit http://dealers.cars.com/live on Monday2
  3. 3. Webinar Audio • 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 teleconference3
  4. 4. Today’s Moderator Kathy Kimmel • Director of training, Cars.com • 20 years automotive industry experience • Connect with Kathy: dealers.cars.com/facebook dealers.cars.com/twitter4
  5. 5. Today’s Panelist Kirk Davis • EVP, co-founder • Liquidus • Chicago5
  6. 6. Today’s Panelist Rob Fontano • Digital sales and marketing director • Marazzi Motors • Fort Myers, Fla.6
  7. 7. Today’s Panelist Eric Miltsch • Internet director • Auction Direct USA • Rochester, N.Y.7
  8. 8. Today’s Objectives In today’s workshop, we’ll discuss: • What car buyers want to see in online video. • How to produce a walk-around demonstration or personal introduction video. • Where to share your videos to increase exposure and generate traffic.8
  9. 9. Video Demand Accelerates Online video is growing rapidly • Automotive Internet video viewership magnified six times from 2007 to 2009 • In-market shoppers 14 times more likely to view automotive video than general browsers • Among car buyers watching video: • 30%: 10 to 30 minutes • 18%: 30 minutes to 1 hour • 22%: 1 to 3 hours9 Source: 2009 Google/Compete Auto Video Study
  10. 10. Give ’Em What They Want • In video, online car buyers want to see: • Product reviews (77%) • The vehicle (75%) • More information about specifications (68%) • How the vehicle drives (52%) • Shoppers viewed video content at: • Third-party sites (60%) • Manufacturer websites (59%) • Dealer sites (52%) • YouTube (52%)10 Source: 2009 Google/Compete Auto Video Study
  11. 11. Video Sets the Stage for a Sale Video deepens engagement • 63 percent of shoppers who viewed video said it influenced their decision to visit the dealership* • 41 percent of third-party site users viewed vehicle videos before walking into a store*11 * Value of Third-Party Sites to Dealer Walk-In Traffic, Synovate 2008
  12. 12. Video Drives Low-Funnel Action • After watching automotive video*: • 61% visit a dealership • 55% visit a manufacturer website • 55% search dealer inventory • 52% visit a dealer website • 52% build and price a car with an online configurator • 50% visit an automotive research site • 54% of buyers watch only in the month of purchase* • Listings with video drive 13% more contacts**12 * 2009 Google/Compete Auto Video Study ** Cars.com Merchandising Effectiveness Analysis, 2009
  13. 13. Getting Started: Define a Process • Determine how you will use video with: • Email • Listing sites • Store website(s) • Customer follow-up • Social media • Define the message you want to communicate • Identify who will: • Produce the videos • Be featured in the videos13
  14. 14. Video Sells the Car • Videos should show the vehicle’s: • Condition • Standard equipment • Unique features • Personalizing the video builds rapport • Make a call to action, invite the customer to contact you14
  15. 15. Automating Video Production Develop “stitched videos” from your listings’ multiple pictures • Vendors integrate videos with your website, third-party sites, social media networks • Voiceover narration describes the vehicle and key features • Graphics and text overlays create a customized effect • Information updated in real-time with your listings15
  16. 16. What Works: Automation Tips for success: • First 10 photos will be used • Photos should be 800 pixels wide, 600 pixels tall at 72 dpi • 75% exterior, 25% interior photos • Minimize the use of close-up pictures • Avoid the use of logos, watermarks or text • Center the picture around the feature you want to highlight16
  17. 17. What Works: In-House Production Low-cost cameras allow you to add good-quality, full-motion videos: • Walk-around vehicle demonstrations • Salesperson/ISM introductions • Competitive reviews • Customer testimonials • Tours of your showroom, parts and service departments • Explain your sales, trade-in process17
  18. 18. What Works: Marazzi Motors • Model- and inventory- level video increases: • Website visits (up 10%) • Pages/visit (up 33%) • Time on site (up 30%) • Offers stitched video for entire new- and used-car inventory • Provides on-request walk-around videos18
  19. 19. What Works: Auction Direct USA • Inventory-level video drives additional: • Time on site • Vehicle details page views • Transparency in the sales process • Offers stitched video for entire used-car inventory19
  20. 20. Video Sells the Store • Provide reasons to buy from your dealership: • Extensive inventory • Convenient location • Financing opportunities • State-of-the-art facilities View this video at http://www.tinyurl.com/marazzinissan • Business philosophy • Community reputation • Ask happy buyers for video testimonials20
  21. 21. Video Sells Your Sales Staff • Introduce yourself • Assure shoppers you’ll 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 dealership21
  22. 22. Video Drives SEO Performance Optimize videos for increased visibility • Create title with relevant search terms • Describe what’s in the video • Align title with the description • Tag video with key search terms22
  23. 23. Video Fuels Social Media Content Repurpose videos to drive additional exposure • Model comparisons • Walk-around demonstrations • Store commercials • Customer testimonials23
  24. 24. What Works: Marazzi Motors24
  25. 25. What Works: Auction Direct USA25
  26. 26. Review • Develop a process for how you’ll produce and use video at your dealership • Video: • Plays a greater role in the purchase process • Drives shopping behavior, make/model decisions • Creates transparency in the sales process • Provides valuable content for your website, third-party listings, social media sites • Automated solutions allow you to easily merchandise your new- and used-car listings26
  27. 27. Save the Date Trust Makes the Sale • Friday, Aug. 13 • Noon EDT • Host: Kathy Kimmel, Cars.com director of training27
  28. 28. Resources for Online Success DealerADvantage • DealerADvantage blog: Read and discuss articles, videos and Cars.com news that drive your success dealeradvantage.cars.com • DealerADvantage Live: Free monthly webinar offers advice on internet sales, marketing dealers.cars.com/live • Facebook: Share, discuss internet sales, merchandising dealers.cars.com/facebook • Twitter: Get a daily online sales, merchandising tip dealers.cars.com/twitter28
  29. 29. Questions & AnswersThank You & Good Luck

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