This document appears to be from a presentation on vehicle merchandising and photography. It includes slides about taking high quality photos of vehicles both on the dealership lot and in a studio setting. It discusses the importance of photo quality and quantity, and recommends taking 25-45 photos per vehicle to increase sales leads and inventory turnover. The presentation emphasizes that photos are crucial for selling vehicles online and recommends creative techniques to make listings stand out.

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 scholarship
Merchandizzle: 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’re
advertising 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” camera
Merchandizzle: 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
Price
Merchandizzle: What Sells

19. ...they’re buying the sizzle.
Merchandizzle: What Sells

20. Merchandizzle: Photos

21. Digging deeper.
20 Dealers from around
the country
6,139 Vehicles
61,434 Photos
Real Transaction Data
Merchandizzle: Study

22. Distribution.
>25 Pictures
(18%)
Mediocrity
(30%)
Less than 10 pictures:
<10 Pictures
52.03%(52%)
Merchandizzle: Study

23. What we found.
Going from
less than 10 pictures to more
than 25 pictures increased
leads and views
by more than 30%
Merchandizzle: Study

24. It gets better.
Going from
less than 10 pictures to more
than 25 pictures increased
inventory turn by 25%
Merchandizzle: Study

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

26. 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
Merchandizzle: Photos

27. the good
Merchandizzle: Photos

28. Wash me
the bad
Merchandizzle: Photos

29. thebad
the ugly
Merchandizzle: Photos

30. Get creative.
Hey, this thing has OnStar
and a sunroof! Merchandizzle: Photos

31. 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
Merchandizzle: Photos

32. One of these angles isn’t like the other...
hint: this one
Merchandizzle: Photos

33. Being different.
Merchandizzle: Photos

34. Wrong picture overkill.
Do you see
some
redundancy
here?
Merchandizzle: Photos

35. It’s not just for used.
Which one
answers a
question?
vs.
Which is less
tangible?
Merchandizzle: Photos

36. craigslist
Merchandizzle: Listings

37. List on third party sites.
Calls to
34% more contacts
action
galore:
Merchandizzle: Listings

38. Maximize real estate on your site.
Value adder
on vehicle
picture Dealer brand DETAILED PRICE
Third-party validation
Calls to action:
Merchandizzle: Listings

39. Standard features:
Unless it’s an El Camino,
the majority of cars have
these things standard
Merchandizzle: Vehicle Descriptions

40. Automated descriptions.
Merchandizzle: Vehicle Descriptions

41. How we do it.
Paint a picture
Appeal to competitive nature
Use descriptive words
Only discuss options
GET CREATIVE
read: DealerKnows.com/automotive-storytellers
Merchandizzle: Vehicle Descriptions

42. How you can do it.
Shout-out to Mohegan Lake Audi
dlrkn.ws/DD11Mohegan
Merchandizzle: Vehicle Descriptions

43. 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!
Merchandizzle: Vehicle Descriptions

44. Save yourself (and the customer) the hassle.
Take out
“call for price.”
Merchandizzle: Vehicle Pricing

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

47. Merchandising increases visibility.
Use inventory to boost SEO
Crafting display-advertising
content
Properly name image files
Properly name video files
Merchandizzle: Vehicle Pricing

48. It’s all about conversion.
Where’s the
beef?
Merchandizzle: Marketing

49. Merchandizzle: Social Media

50. What not to do.
wow, shocking
Merchandizzle: Social Media

51. What not to do.
Merchandizzle: Social Media

52. What you CAN do.
Dealerships utilizing Facebook
inventory tabs have seen
10% of their fans utilize
the application each month
Merchandizzle: Social Media

53. Merchandizzle: Video

54. Every car doesn’t need to be on YouTube...
Merchandizzle: Video

55. ...but some do.
Consumer expectations
Minimal investment
Secondary SEO benefits
Solidifies customer
engagement
Merchandizzle: Video

56. Video basics.
Text to speech
Human speech
Live walk-around
Merchandizzle: Video

57. The testimonial description.
Merchandizzle: Video

58. Merchandizzle: Next

59. 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

60. 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
Merchandizzle: Digital Assets

61. Frame it up.
Merchandizzle: Digital Assets

62. Get ready for Q&A.
Merchandizzle: “...I’m a let you finish.”

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

64. 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