What’s Wrong With Video?

[Shaun Raines]

Thoughts
Do you have any old pictures from your childhood?  Most of us do.  Have you turned them into “videos”?  Probably not.  And the reason is because it wouldn’t really be a video would it?  Taking still images and turning them into “videos” isn’t really the same thing as watching a home-movie, is it?  Do you have pictures of a special vacation, a major sporting event, a concert or a unique event that means more to you than you can describe?  You may also have a video from those events, but they’re two completely different visual experiences, aren’t they?

I think you can pick-up what I’m laying-down by now…you can’t turn still pictures into real videos.  Maybe this is the reason why some of you haven’t seen the pay-off that you expected with the “photo-videos”. (I’m sure some of you are already thinking about your response to post on this article, especially if you’re a “video” vendor, but go with me on this for just a minute.)

Memory
If any of you remember the Arsenio Hall Show, you’ll remember a segment called, “Things That Make You Go, Hmm…”  Well, here’s one of those for you; if taking still-pictures and turning them into “video” was as good as a real video…why don’t you see them all over YouTube?  Why aren’t there tons of “photo-videos” panning-in and zooming-out on still images with a robotic voice on YouTube?  I think you’ll agree that they would be lost on most any audience.

Get Real
I’m willing to step into the octagon (UFC reference for the fight fans) and say that most of what I see being sold as “video” today is not really helpful to Car Dealers looking for cutting-edge opportunities.  The reason YouTube, Google Video, DailyMotion and others are so popular is based on personal, real footage.  I’m not debating the fact that when a video is available, it will result in more clicks and more time spent on a website.  I just wonder if consumers find them at all valuable.  The same still images are usually on the same page for them to view.

No Question
Video is absolutely valuable today and will continue to be an area of growth for automotive websites.  Although, based on this article it may not sound like it, I am a supporter of video usage on Car Dealer websites.  I’m simply encouraging an alternative to most of what I see.

Recommendation
Make your own videos.  It’s easy and you can get started with a tiny investment.  Create your own YouTube channel or use other free resources that allow you to create code that you can embed on your own website or send via email to customers.  Start a video testimonial page on your website or on your YouTube channel.  I know a few dealers that are taking video into their own hands to provide great virtual experiences for their customers.  Like most things when it comes to the automotive internet arena, there are right ways and wrong ways.  The right way to succeed with video is to make it personal, creative, engaging, entertaining, captivating, convicting, honest and fun.

With encouragement and hope!

Article written by Shaun Raines.
Shaun is CEO/Owner Dealer Advisor, LLC

 

[Jake]

Couldn't agree more, Shaun. While video usage is still over the horizon for our niche market, I do think it can benefit the dealers that are able to invest the time/money into it, but if they're going to do it, DO IT RIGHT. Still shots that are "animated" with panning, zooming, etc. really serve no purpose. I think it's another one of those things that some dealers want for the "cool" factor, but that cool factor wears off pretty quick IMO.

 

[brathethai]

A lot of people are starting to put video on their website
Much more visually interesting and captures the attention right away
Here's an interesting website that uses video right away when you click on the link and also has a bunch of examples of how videos are being used by businesses with websites
www.tvwebpro.com

 

[brathethai]

A lot of people are starting to put video on their website
Much more visually interesting and captures the attention right away
Here's an interesting website that uses video right away when you click on the link and also has a bunch of examples of how videos are being used by businesses with websites
www.tvwebpro.com

 

[EK]

"Make your own videos"

I can honestly say that only 10% of the clients I have create custom comments for their vehicles and now your going to ask them to make their own videos?

Not gonna happen. At least in this decade.

It would be great if they would create their own but the fact of the matter is Internet still doesn't have the same rep as newspaper so until that happens, time devoted to Internet will remain minimal.

 

[CS]

I agree with EK. It's not that there is "something wrong" with video, it's just not worth the time yet.

Back in July of this year, one of Jeff's Monday Refreshes discussed hotswap dot com, the video car classifieds site. Although the site has had a make over since then, I haven't seen or heard anything else about it.

I put lots of TV commercials on dealer websites and zero vehicle-specific videos.

 

[Mukesh G]

I think some dealers out there are starting to get it right. Video testimonials are a great idea. Website videos should be interesting and helpful to the user. Why waste time watching moving car images when you could be gazing into your screensaver photo stream instead? Lets see videos about choosing the perfect new car, meeting the staff, past customers, vehicle maintenance, your sales team showing a user why the new BMW is that HOT. I wrote a brief blog post about Acton Toyota and their use of video available at:

dealerreview.blogspot.com/2007/10/using-video-to-give-your-website.html.

These guys have the right idea and would have my business if I wasn't saving up for a spaceship.

 

[Shaun]

While I appreciate EK's comments and CS seconding his opinion, I'm not willing to give up on dealers that still think the newspaper is more valuable than the internet. I'll carry the torch and speak until my voice gives out that dealers in love with the past (newspaper, radio, TV, showroom traffic, bait and switch, manipulate, control, intimidate and so on...) are doing nothing more than treading water, waiting to drown.

EK, you make a great point in the fact that most car sales people don't have interest and don't dedicate time to the things that would help their internet efforts. Most of them will simply wait for apples to fall off the tree instead of making the effort to actually pick some from the branches.

I work with dealers that are making their own videos and selling cars because of it. Remember that I'm encouraging a simplistic, quick and easy way to put someone in a vehicle "virtually." It's actually just as easy as adding enhanced details to vehicles and a lot more fun.

There's no future in the past for car dealers, so I'll keep encouraging progression even if it's an up-hill battle. Helping dealers find new ways to do business the way they've always done business is not really helping dealers.

With encouragement and hope!

 

[EK]

I guess I forgot to mention those 10% who are willing to take the time and do those videos will see fantastic results. The videos we use are definitely just a picture slideshow but the key is that the audio discusses 6 or 7 features that make the car stand out.

As for the uphill battle of moving away from the "old school", I'll be fighting it with you. I have guys who are measuring their cost per contact and cost per sale of many different mediums and guess what the results were?

You have cost per contact numbers in the hundreds and thousands for the traditional means of advertising while Internet remains under $30. "But newspaper draws tons of walk in customers we can't track" Very true but guess what, the same thing is happening with your Internet customers and that is if you are tracking phone calls from your website.

Shaun, all we can do is keep collecting data that shows how effective it is and presenting against the data from traditional advertising.

 

[umer.autojini]

Until we see major third parties actually accepting videos for inventory... it is not going to make much headway... then who knows... AT might up the price by 300% to kill this from even taking off...