By Tim James
Some dealers miss opportunities to gain acceptance of service recommendations or upsells simply because consumers do not know why they are needed or important. Many advisors share the “canned” description. However, if the customer is not right in front of you it can be hard for them to understand what you are going on about and so they decline the recommendations.
Well, there is an easy solution to better communicate with your customers so they can see why the recommendations are necessary. That solution is video.
Since COVID-19 arrived on the scene video communications have dramatically increased as a way to engage with customers. Think about how norms have changed. A majority of employees are still working at home using video platforms to communicate with colleagues, such as Zoom. And, in those states where the only way to sell a car is remotely, video is a great tool to help build that relationship and sell the car. Video has become a necessary item in any dealership’s arsenal for both sales and service.
When it comes to service recommendations, using either recorded or live video, you can easily show the customer the issue and clearly describe it to them. The customer can then see what the problem is and better understand why it needs to be repaired. Also, they will feel more confident about accepting those repairs and approve the recommendations. Recommended service acceptance rates can increase by as much as three times from an average of 20% to 40% and sometimes even as high as 60%. Recorded or live video recommendations can also help prevent your customers from shopping the competition and ending up at an independent shop.
Use video technology to communicate with customers – whether that be now during the pandemic or afterward once it passes. You will see an uptick in service recommendations as well as increased customer loyalty and improved CSI scores.
Nobody knows how long we, as a nation, will be home-bound. Some people say it will be months, some are saying years.
No matter how long it is, the results of video are timeless and well-proven. Communicating with your customers via video can help you weather this storm and help boost profitability.
By Tim James
Video has historically played a major role in car dealerships; from training with VHS tapes, to video messaging, text and Live Video Calling. As 2019 draws to a close and we approach 2020, it is clear that when it comes to consumer engagement and digital marketing, video is center stage.
There are many video marketing statistics and trends floating around currently. It is easy to get lost and it can seem a daunting task to stay head of the trends. In this short blog I have put together 3 practical ways to successfully incorporate video into your 2020 marketing strategy.
Why struggle wondering if your emails are opened and read? According to multiple reports an engaged audience will drop what they are doing to watch a video. In fact, email open rates increase by 7% if you include the word “Video” in the title.
Focus on quality! I always hear people saying, “keep your video short”. The fact is you should put your stopwatch away and focus on delivering high-quality information in an upbeat and emotional presentation. Too often people try to rush their presentation and simply don’t provide an educational or emotional presentation.
Nothing will lead to someone closing your video sooner than if you sound like you are just trying to rush through it, versus truly trying to assist them. If you are providing a great experience in your video message, what’s the worst thing that could happen? Yep…someone stops watching. But what about all of those who are truly interested in your message? If you are providing good (relevant) information, and delivering it in an emotional manner, the numbers show that a significantly high percentage of your email (and text) recipients will watch 100% of your video message.
Another good statistic to know is that adding video to your emails can increase click rates by 300%.
Vehicle shoppers appreciate the informational and emotional value of video. Live video calls and video chat are effective at increasing engagement and convert more website traffic to lot traffic as shoppers can now talk to one of your professionals “live,” from wherever they may be.
This does wonders for customer experience by offering a truly unique perspective of transparency. Consumers don’t need to wonder about availability if they can see the vehicle in a video behind you in real-time.
Users spend 88% more time browsing a website if it has video. Video content humanizes your dealership, builds trust, and inspires higher funnel shoppers to actually pick up the phone and call you with their questions. Video on your landing page or VDP will increase conversion by 80%.
Inventory videos transfer more information. In addition, they help your VDP pages create more emotion from potential car buyers, much more than pictures and text alone. Website videos increase organic search traffic by 157%. You are then far more likely to appear on Google’s page one, driving more online shoppers to your website and into your sales funnel.
For all social platforms , video has 12 times more shares than text and image alone and engagement is 13.9% higher if your posts include video. How long should your videos be on social media? 30 to 90 seconds is the ideal length for social video marketing. But again, remember that this is because the viewers aren’t there just for your video. They are socializing and have a short attention span (oh look, a squirrel). But you still don’t want to sacrifice quality for time. The quality of your content always comes first.
What about the future? 360 degree interactive presentations and Augmented Reality are predicted to be areas with the most growth as marketers enjoy the ease of creating this type of content and it is becoming less expensive.
If your dealership isn’t using video in its vehicle merchandising or customer interactions, you could be missing out on opportunities. Let the consumer experience your inventory they way they want to experience it. If you limit their options, you will also be limiting your leads. It’s all about selling more cars and increasing service revenue. Video can help any dealership accomplish both with very little time, effort and cost.
If you don’t believe me, give it a try. I promise you will see the results and will continue to use video marketing at every possible customer interaction opportunity.
By Brian Cox, President and CEO, Flick Fusion
In 2019, advertisers paid over $5 million for a 30-second commercial ad spot during the Super Bowl. That kind of budget is out of reach for dealerships, but that doesn’t mean you can’t create your own commercial for the big game.
TV ads that run during the Super Bowl can be funny or heart-wrenching. They can be warm and sweet, or edgy and trendy. A good Super Bowl ad captures and conveys the essence of a brand in 30 seconds.
For weeks leading up to the Super Bowl, everyone wants to know which companies are advertising and what type of commercial they’ll come up with. Some commercials are leaked as teasers and even the news media contributes to the hype. Super Bowl advertisers probably get just as much public relations value out of running an ad during the game, than they do from the actual ad itself.
Why not cash in on this buzz and create your dealership’s very own “big game” commercial? All it takes is some creativity and a camera.
Of course, your commercial won’t actually run on TV during the Super Bowl. Instead, you can distribute it across every digital channel for maximum exposure. Post it on your website. Use it in email marketing and digital ad campaigns. Post it on all your social media channels. Use a shortened version as a pre-roll ad on YouTube.
Promote the heck out of it. Maybe it will go viral. Have some fun with it.
According to a National Retail Federation Study, 73% of Super Bowl viewers see the ads as entertainment. That’s the power of video. If you make your own “big game” commercial, everyone will want to see it. Just make sure that your ad is actually entertaining.
Here are a few tips on what makes a great commercial.
Tell a Story. Most Super Bowl ads don’t try to advertise a sale or special. The most successful ads tell a story that’s designed to elicit an emotion from the viewer. Buying a car can be an emotional experience, so try tapping into your customers’ experience, whether that’s happy, sentimental or exasperated.
Keep it Simple. What’s your brand’s unique value proposition? Don’t try to be everything to everybody. Use simple concepts and headlines. Don’t let complexity get in the way of your message. An effective ad conveys one message that is clear to the audience.
Brand Recall. Sometimes companies do such a great job at being cute or funny, that the viewers love the commercial but they don’t recall the brand. What’s the point of that? To be effective, an ad needs to accurately reflect your brand identity, and viewers should remember the brand.
Originality. If your ad looks like everyone else’s ads, it won’t be memorable. Spend some time coming up with a truly unique concept. Think outside the box. Even if your ad falls short of being award-worthy, your viewers will give you an “A” for effort.
Tap into a Trend. The auto industry is changing. Peruse news headlines and think about what people are talking about: autonomous vehicles, advanced vehicle technology, ride-sharing, electric vehicles and buying cars from vending machines. Try to leverage these trends in your ads, whether it’s poking fun or promoting interactions with an actual human.
Don’t Use Trademarked Terms. The terms “Super Bowl” and “Super Sunday” are trademarked by the NFL, so they can’t be used to promote your business in an ad, or the NFL will send a cease and desist letter. Use terms like “Big Game” or incorporate a football theme without mentioning any specifics. Also avoid using names of specific teams and players.
Be Honest. Most of all, make sure that your dealership delivers on your ad’s promise.
Once your ad is produced, it’s time to kick back, grab some wings and watch as the number of video views goes up and up. And don’t forget to enjoy the game!
by Tim James, COO, Flick Fusion
Videos are consumers’ favorite type of content to see from a brand, as evidenced by the fact that 87% of marketing professionals use videos as a marketing tool. But creating a quality video requires more than just picking up a camera and shooting footage. Before you begin shooting your videos, it’s important to go through a pre-production checklist that will ensure that you get the most out of your time and investment.
Step 1: Begin with the end in mind.
What is the purpose of this video? If you’re creating a vehicle inventory video, think about the end goal. If you’re thinking “my goal is to sell the car,” that’s stating things a little too simply.
Of course you want to convert that video viewer into a customer, but not just a one-time sales customer. Your goal is to create a lifetime, loyal customer who will bring the car in for service. What’s the best way to do this?
Even in something as simple as a vehicle inventory video, you want to lay a foundation that will establish your dealership as a trusted expert and build an emotional connection with the consumer. By the end of the video, the customer should not only love the car, they should like the dealership brand.
Step 2: Who is the target audience?
Before you shoot video, understand who your most profitable customers are. This data exists in your DMS and/or CRM. Filter customers by number of visits and money spent at your dealership. Then look at the demographics and create an ideal “persona.”
What zip codes do they live in? What age groups spend the most with your dealership? What is their income level? Are they white collar or blue collar? Which groups are they affiliated with? What problems do they have?
It’s important to identify audience characteristics so you know what videos will appeal to them. Demographics can help you set the tone for your videos; whether they should be professional, humorous or heartfelt.
Step 3: Determine where the video will be displayed.
If you’re going to produce a video, be sure to maximize your investment by leveraging it across all your marketing touchpoints, including your website VDPs, 3rd-party auto shopping sites, Facebook, Google ad campaigns, email and text campaigns and more.
Also make certain that you can capture your viewers’ data, which enables you to personalize the content of the video for every viewer. This provides your customers with the most relevant experience and provides you with maximum conversion. Make sure your video host can provide you real-time notifications when your videos are being viewed by existing customers or leads.
Step 4. Identify your call to action
What is the next step that you want the consumer to take after watching your video? If it’s an inventory video, you might think the next step is to submit a lead or make a phone call. But many people who view inventory videos are still in the early stages of the car shopping process and trying to narrow down which vehicle is right for them.
If a customer is still in this phase, it would be helpful for them to view make/model test drive videos. So, a better call to action might be to encourage the viewer to watch more videos on your site. This is why it’s important that your video host is able to serve up relevant video content based on a customer’s browsing behavior.
Once a car shopper has narrowed down a make and model, the next phase of the shopping cycle is to decide where to purchase the vehicle. After your test drive videos, a good call to action might be to encourage viewers to watch your dealership’s value proposition and customer testimonial videos.
Step 5: What is the Vision?
Last but not least, this is where you plan the actual shots. Plan to shoot a lot of footage that you can use in future video projects.
Video can be re-purposed in dozens of ways for marketing and social media purposes. I recommend planning shots of the vehicles, your facility, service department, sales department and employees. Professional videographers often shoot hours of footage for a 5-minute video. You don’t have to go overboard, but you should plan to shoot dozens of 15-second clips and catalogue them so you can refer back to them easily.
These pre-production steps are an essential part of the video production process and will help you create videos that resonate with your target audience.