What’s Wrong With Video?

[Lao Shi]

When using video your customers can see your product and hear you. This can give them the little something extra that will gain their trust and make the sale. You will be speaking directly to your potential customers through an online video that nearly anyone can view and listen to. Make sure your pitch is friendly, interesting, believable, and gives the customer that last thing they need to trust you and your online business so they will purchase your product.

You do not need to do this for every car but if a car been on your lot for 100 days you need to do something. Some say if a car is a hot item then it will sell anyway. This is true, however if you feature it in video with a nice audio presentation jump the asking price $500.00 and sell the vehicle in two days rather than 6, do this 10 times a month plus add a little pizzazz to your dealer image and web site is it worth it? I guess the answer is, how hungry are you?

Create your own product demonstration video to show users how your product works, why your dealership is better, the service advantage ETC..

Use videos to entertain and interest your website visitors so they return to learn more about you and your dealership..

Use video sharing websites IE You Tube ETC to help your business increase sales.

Brand your store/owner/specialty ETC. Dealers spend thousands on TV/radio and think nothing of it, they are also charged each time it runs. The beauty of the website is you can run the same commercial a thousand times and it only costs you the initial cost.

Besides adding videos that people can watch on your own website you can also submit your videos to video sharing websites to increase your marketing and promotional efforts.

Here are some websites you can submit videos to:

Google: https://upload.video.google.com/

You Tube: http://www.youtube.com/group/popsearch07

There are a number of industries and websites that service specific markets, IE realtors, eBay, Craig's list, try to find websites with your specific business niche so you can better reach your target market with videos.

I think an important thing to remember is the fewer dealers in your area that use the new technology the better it is for the few that are embracing it. That is the market advantage you have as well as the cost advantage as many are still "blowin the money out the same tailpipe" as they say.

It is interesting to see some of the sites in Korea and what they are doing with this video imagery. You can see this on some of the more advanced OEM websites as well.

There is a whole new industry building on the horizon.

 

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Shaun- Great subject, my compliments. Video is the future. Regardless of how it goes up on the dealer site, live action, streaming video like Mike Parsons provides, or the generic rovion characters, it is what catches the eye.
I think it is paramount for dealers to explore to get it up on their sites. Shaun's recommendation is very sound. EK point is very valid as well. It's going to take an energetic e-commerce guy at the dealership to make it happen.
Anymore, I think its a must instead of a need.

 

[Scott Rainville]

Don't overlook one of the most powerful aspects of video-social networking. Once you have posted a testimonial video-ask your customer to link it to their MySpace page. That is exactly what happened with this woman:

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The result-more than 868 views and at least 20 direct links by her friends on MySpace. She has since changed her video. Still, this was a great way to get referral traffic and we are encouraging others to do the same.

 

[Lee Palmer]

I believe video is where it’s at. Just as a test, and with the Boss’s permission, I placed a spot on one of the less known video sites. This due mostly to all others are blocked from our company’s system. I’m sure with very good reason. Within a few weeks, over 100 times people watched the T.V. ads I posted. Not bad for the amount of money we spend to have play on our local cable company. The price we could not beat, free… Well that has opened all kinds of doors to Video our Sales Staff, specialty cars, and that’s just the beginning. Next will be a virtual tour of our Dealership, inside and out. No need for expensive programs, or equipment. Just a creative side, and always, and I stress always, in a tasteful professional manner. You can check out one of our sites @ www.veoh.com/videos/v1299621q6knTHe9?searchId=767582285834557119&rank=1.

 

[Jeff Kershner]

I think it’s obvious that video could be a huge driving force for dealers and branding online.

Customer testimonials on video can be HUGE. Right Sean?

CS you said “It's not that there is "something wrong" with video, it's just not worth the time yet.”

I respect and know where you are coming from but if you are doing video the right way and getting those videos out on your dealer website and the video search engines, it can bring a strong presence to your internet marketing and dealer branding.

Can videos of our inventory have an influential impact resulting in more phone call or leads form your dealer website over the traditional still photos? I think not BUT if you have a customer that would like more information on a vehicle (since they neglected to read your hand typed description) this is where a personal video for that consumer could come into play and totally give you an advantage up.

EK you said “I guess I forgot to mention those 10% who are willing to take the time and do those videos will see fantastic results.” And this is where the disconnect happens. Most dealers don’t have the personnel and/or drive to take the extra steps to incorporate video into their process. Especially for a mini deal!

Shaun your passion is unsurpassed! Thanks for writing this post.

 

[Jason (blog)]

I'm still on the fence with this one. Since I built/host our site in-house, I've toyed with the idea of doing this before.
What it boils down to is this: if they like the car and it's features, are they really more likely to convert to a lead by the use of video? It doesn't show/tell them anything that isn't already said in plain old html and still photos.

In my other internet marketing endevours, video works because it halts the 'skimmers' in their tracks - your copy has a much better chance of being communicated.
But is this really a problem with a dealership website? I just can't see it being anything more then a cool factor when it's applied to inventory.