Eighteen months ago, Coast Nissan in San Luis Obispo, Calif., introduced Spanish-language videos with each car posted online.
General Manager Eric Ideman said it was a response to two trends:
• His customer base along the central coast is heavily Hispanic, with many speaking only Spanish or preferring to communicate in the language.
• Data showed increasing numbers of online vehicle-shoppers watching car videos.
“We have lot of people searching [for cars] in Spanish,” Ideman said. “We wanted to make sure they could get their videos in Spanish, too.”
Hispanics account for an increasing percentage of car purchases nationally, causing dealerships across the country to reassess how they market to the demographic, according to Eley Duke III, vice president of Duke Automotive (Chevrolet-Buick-GMC-Cadillac) in Suffolk, Va.
The videos at Coast Nissan and sister store Coast BMW appear as links on the Web pages of specific vehicles. They are for new and used vehicles. And they are either vehicle walk-around videos or a series of still photos spliced together with voice-over.
Duke said the area has a small Hispanic population nearby. But, he said, he added Spanish-language videos in December to the inventory he shows on the dealership website and social media feeds because he doesn’t want to lose a single sale to a language barrier.
Duke, like Coast Nissan, added the videos at the recommendation of one of its digital ad agencies, ZMOT Auto. The agency recently announced a deal with inventory video maker Flick Fusion to provide Spanish-language voice-overs to Flick Fusion’s videos.
In 2014, Hispanics accounted for 12 percent of retail vehicle registrations minus fleet and commercial vehicles, according to IHS Automotive. The number was 9.3 percent in 2010, according to Marc Bland, IHS Automotive vice president of diversity and inclusion. “If an automotive brand is looking for growth, there’s no better place to look than the ethnic consumer — with Hispanics leading the way,” Bland said.
The U.S. Census Bureau projects that Hispanics, who numbered 52 million in the country in July 2011, or 17 percent of the population, will account for 30 percent of the population by 2050.
Duke said video-watching also is on the rise among car shoppers. “Videos are such a big part of a visual society,” he said.
According to Google’s “Digital Drives Auto Shopping” study published in November 2013, more than half of auto shoppers watch 30 minutes or more of video during their shopping journeys. Moreover, one in four watched an hour or more, the study found.
In recognition of those trends, Coast Nissan is offering all of its online inventory with videos in English and Spanish, Ideman said.
The store is not as close to heavy Hispanic foot traffic as some competitors, he said. So Coast Nissan also is ensuring that its paid search ads, blogs, chat and website content are in Spanish, too, so those customers can find and interact easily in either English or Spanish, he said.
It isn’t good enough, Ideman said, to get an online lead or phone call from Spanish-speaking customers and make them wait for a response until the store can get a bilingual salesperson to contact them.
“People want an immediate response, or they go away,” he said.
Coast Nissan sells about 80 vehicles per month split evenly between new and used.
Of the store’s six salespeople, four are bilingual. And so is Coast Nissan’s finance director, who is responsible for closing deals in finance and insurance.
Ideman said, “We want to hold them all the way through the transaction.”
Written by David Barkholz [Originally published 2/16 on Automotive News]
Mobile devices, including smartphones and tablets, now account for over 10% of all web browsing. With the growing demand for mobile content in mind, we have completely rethought, redesigned and re-engineered our mobile sites to provide users the best way to view your content and inventory.
Our layouts have been retooled based on usability standards and real-time user data. Our mobile sites now offer the best experience both for our clients and their customers. New features include:
- Modernized Layout and design
- Quicker load time
- Decreased user bounce rate
- Clean and simple user interface for faster browsing and effortless decision making
Our new mobile layout gives you more power to customize your mobile site. The design offers several ways to completely personalize your site:
- Brand mobile sites with custom logos and color schemes
- Automatically include custom links and navigation items on all content pages
- Easily add inventory items, specials and promotions
- Create custom content across all pages
Our PASS system is now available for mobile. Your promotions can now be shared across all mobile devices with our new mobile PASS system. Our mobile PASS system offers users a touch-friendly way to view offers and specials right from their mobile device.
New Formatting for Text Lead Emails Released
Text-based lead emails have been updated to provide a more structured output of the lead data that is submitted to you through the forms on your website. The lead data has been organized into sections to help you quickly view your lead information in a consistent fashion.
The first two lines of your lead emails will state what Form was submitted, and what Website it was submitted from. The customer data will populate the sections according to which Form was submitted, with common Contact Information and Comments first, followed by Lead-type sections.
We hope this new consistent format will make it easier to read and manage your text-based leads.
Other Platform 2.0 Features and Fixes
Now that migration to our new system is complete, we are working hard to improve and expand the system on a daily basis. We love to hear your new ideas AND constructive criticism. It is your requests and feedback that will determine our future enhancements, so keep those suggestions coming!
Here is Just a Small Sample…
- Addition of several new data exports – to get your inventory out to more places!
- Secure Employment Apps viewable within VOCC
- Improved decoding to provide more details automatically as they become available
- Improved Listing Subtype filters adds more possibilities for inventory grouping
- Improved Listing Subtype processing to auto add and remove vehicles on every import
- Increased types of pre-configured inventory groups for display in vehicle feature widget
- Added Pending status for manual temporary override of inventory auto-processing
- Hundreds of bug fixes and minor system and customer-facing tweaks