Small Screen, Big Sales- Optimize your Listings with Video

Small Screen, Big Sales

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Welcome

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• Tweeting today’s call? Use #dalive.• Want a recording of today’s presentation?• Visit http://dealers.cars.com/live on Monday

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Webinar Audio

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number for the WebEx teleconference

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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/twitter

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Today’s Panelist

Kirk Davis• EVP, co-founder• Liquidus• Chicago

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Today’s Panelist

Rob Fontano• Digital sales and marketing

director• Marazzi Motors• Fort Myers, Fla.

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Today’s Panelist

Eric Miltsch• Internet director• Auction Direct USA• Rochester, N.Y.

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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.

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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 hours

Source: 2009 Google/Compete Auto Video Study

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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%)

Source: 2009 Google/Compete Auto Video Study

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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*

* Value of Third-Party Sites to Dealer Walk-In Traffic, Synovate 2008

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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**

* 2009 Google/Compete Auto Video Study ** Cars.com Merchandising Effectiveness Analysis, 2009

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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 videos

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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 you

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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 listings

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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 highlight

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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 process

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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 videos

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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 inventory

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Video Sells the Store

• Provide reasons to buy from your dealership:

• Extensive inventory• Convenient location• Financing opportunities• State-of-the-art facilities• Business philosophy• Community reputation

• Ask happy buyers for video testimonials

View this video at http://www.tinyurl.com/marazzinissan

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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 dealership

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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 terms

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Video Fuels Social Media Content

Repurpose videos to drive additional exposure• Model comparisons• Walk-around demonstrations• Store commercials• Customer testimonials

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What Works: Marazzi Motors

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What Works: Auction Direct USA

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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 listings

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Save the Date

Trust Makes the Sale• Friday, Aug. 13• Noon EDT• Host: Kathy Kimmel, Cars.com

director of training

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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/twitter

Questions & AnswersThank You & Good Luck