DIGITAL DEALER 2014 BEYOND VIDEO PRESENTED BY DEVIN DALY, CEO
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DIGITAL DEALER 2014
BEYOND VIDEOPRESENTED BY DEVIN DALY, CEO
INVENTORY PHOTOGRAPHYEVOLUTION
<1% of consumers have internet. People visit 10 dealerships before
making a purchase.
1990
Windows 95, 20% of US consumers have internet.
Few dealers have websites.
1995
50 % of US consumers have internet.
Dealer websites.All stock photography.
2000
Take at least 4 photos of used inventory.
Stock photography of new.
2005
Take at least 12 photos of used inventory.
Stock photography of new.
2010
Take at least 20 photos of used inventory.
Stock photography for new. Ken Burns video.
2012
Take at least 30 photos ofused inventory.
Take real photography for new. Ken Burns video.
2013
40 photos of used inventory.Real photography for new.
Live, real video.Visit 1.8 dealerships before
making a purchase.
2014
2012
1995
Windows 95, 20% of US consumers have internet.
Few dealers have websites.
<1% of consumers have internet. People visit 10
dealerships before making a purchase.
Take at least 4 photos of used inventory. Stock photography of new.
Take at least 12 photos of used inventory. Stock photography of new.
Take at least 20 photos of used inventory. Stock
photography for new. Ken Burns video
Take at least 30 photos of used inventory. Take real
photography for new. Ken Burns video.
40 photos of used inventory. Take real
photography for new. Live, real video. People visit 1.8 dealerships before making
a purchase.
50 % of US consumers have internet. Dealer websites. All stock photography.
1990 2000 2005
2010 2013 2014
INVENTORY PHOTOGRAPHYEVOLUTION
eCommerce websitesgaining popularity.
2D photos. 0% of websites have a zoom.
1995
eCommerce hugely popular.Zoom is ubiquitous.
2000
eTailers begin experimenting with
product video.
2005
Zappos trumpets product video as key to success.
2010
Zappos begins licensing 360 product tour software.
Google shopping implements 360 spin technology.
Popular Science finds 360 Walkarounds drive 87% increase in conversions.
2013
Google finds 360 spins drive 400% higher
engagement than video.
2014
2013
2000
eCommerce hugely popular. Zoom is ubiquitous.
eCommerce websites gaining popularity. 2D photos. 0% of websites have a zoom function.
Zappos trumpets product video as key to success.
Zappos begins licensing 360 product tour software. Google shopping implements 360 spin
technology. Popular Science finds 360 Walkarounds drive 87%
increase in conversions.
Google finds 360 spins drive 400% higher
engagement than video.
eTailers begin experimenting with
product video.
1995 2005
2010 2014
eCOMMERCE EVOLUTION
Dealer websites. All stock photography.
2000
2000
eCommerce becomes hugely popular.
Zoom is ubiquitous.
Websites Popular. 2D photos.
0% have zoom.
360 Walk Aroundsdriving 400% higher
engagment.
1995 2014
eCOMMERCE vs AUTO
Real Photos.Live Video.
2014
Product VideosEmerge
2005
1995
Few Websites. Photos of used inventory.Stock photography of new.
2005
Photos of used inventory. Stock photography of new.
2010
Zappos trumpets product video as key to success.
2010
VIDEO � 360 Walk Around�
WHY Does Engagment Matter?
WHY Does Engagment Matter?
Engagement is KEY
Just look at your sales process...
SALES PROCESS
1. Meet & Greet
2. Qualify
3. Walk Around
4. Test Drive
5. Write Up
6. Close
7. Delivery
MEET & GREETStep 1
QUALIFYStep 2
WALK AROUNDStep 3
TEST DRIVEStep 4
WRITE UPStep 5
CLOSEStep 6
DELIVERYStep 7
SALES PROCESS
1. Meet & Greet
2. Qualify
3. Walk Around
4. Test Drive
5. Write Up
6. Close
7. Delivery
Ever wonder why you get thousands of visitors to your
site but only 100 leads?
Ever wonder why you get thousands of visitors to your
site but only 100 leads?
LACK of Engagement
TEST DRIVE
35%
CONVERSION RATE
WALK AROUND
25%
CONVERSION RATE
PHONE CALL
15%
CONVERSION RATE
EMAIL CONVERSATION
10%
CONVERSION RATE
WEBSITE VISITOR
1%
CONVERSION RATE
<
THREE BENEFITS
OF 360 WALK AROUNDS
1. Increase lead submissions 25-40%
2. Increase time on site by 350%
3. Save 25% per car on photography
ANCILLARY BENEFITS
1. Analytics
1.1 User Interaction path
1.2 Buy vs. Bounce
2. Original content = better SEO
3. Repurposing for banner ads & email
Assume avg. 10% increase in conversionfrom unique visitors to leads
PROJECTED ROI
Post SwipeToSpinPre SwipeToSpin
5,000 5,000
Unique Web Visitors per Month
Post SwipeToSpinPre SwipeToSpin
1,000 1,100
Leads/Opportunities per Month
Post SwipeToSpinPre SwipeToSpin
15% 15%
Closing Rate of Leads/Opportunities
Post SwipeToSpinPre SwipeToSpin
150 165
Monthly Closes
Post SwipeToSpinPre SwipeToSpin
$1,000 $1,000
Profit per Close
Post SwipeToSpinPre SwipeToSpin
$150,000 $165,000
Monthly Profit
Marginal Profit from STS
$15,000/month
Assume avg. 10% increase in conversionfrom unique visitors to leads
Pre SwipeToSpin
5,000
1,000
15%
150
$1,000
$150,000
Unique Web Visitors/month
Leads/Opportunities/month
Closing Rate of leads/opportunities
Monthly Closes
Profit/Close
Monthly Profit
Post SwipeToSpin
5,000
1,100
15%
165
$1,000
$165,000
Marginal Profit from STS = $15,000/month
PROJECTED ROI
swipe tospinTHANK YOU FOR LISTENING
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