marketing strategy

3 Holiday Videos to Spread Good Cheer

Christmas tree.jpg

It’s that time of year again. Right after Thanksgiving, the starting gun booms and the mad rush of the holiday begins. Keeping your dealership top of mind during this season can be challenging.

We in the car business know that it’s a great time of year to buy a car, but not everyone knows that—and not everyone has the time or inclination to buy a car at the end of the year with so much going on.

To cut through the noise and capture your customers’ attention during this crazy time, you have to stand out from the crowd—and there’s no better way to do that than with video. Specifically, here are three essential videos every dealer needs for the holiday season.

Holiday Deals

December is the final month of the quarter and of the year. Let your customers know that some of the best deals to be had are in this month. Manufacturers do a great job of branding in December, serving up plenty of television commercials featuring the latest models with big bows on top. How is your dealership leveraging these ads?

Create a video featuring YOUR best deals and incentives this month, then use it in a multi-channel campaign. Send it in an email to a targeted list and send it as a text to customers who have opted-in to text campaigns. Create a Facebook and Instagram video ad campaign and a Google display ad campaign. Don’t forget to post the video on your website and on your YouTube channel. A targeted, relevant digital video campaign is less expensive than a mass-mailing postcard campaign and will return a much bigger bang for your buck.

November and December are also good months to get a car winterized for the onslaught of freezing temperatures ahead. Create a service deal and promote it as a gift for your customers—either to buy for themselves or for their loved ones. What better way to show that you care than keeping your family safe as they drive on icy roads? Similar to your sales deal video, promote this video across multiple channels.

Customer Appreciation

Although it’s a good time to promote your holiday deals, that’s not the only marketing you should be doing. This time of year, people are focused on family, friends, gratitude and giving. If the only message you send out is “Come on in for a great deal!” you risk being perceived as a Grinch.

Create a video holiday card for your customers. A video is more personal (and cost-effective) than a postcard, and you can even personalize the audio or text to include the recipient’s first name!

In this video DO NOT promote your deals or ask the customer for anything. Simply express your appreciation for their business and wish them a happy holiday season. This video should feature messages from your dealership principal(s) and department managers.

Don’t be afraid to get creative! A customer appreciation video can be warm and heartfelt, or funny and light-hearted. The main thing is to make it sincere.

A Time of Giving

The holidays are the best time of year for you to elevate your dealership’s brand by demonstrating how you give back to the community.

Is your dealership hosting a Toy Drive or taking donations for a charity or Food Bank? Create a video that shows how your charitable event benefits the community. Another option is to create a ‘recap’ video of everything your dealership has done for the community this year.

People feel good when they give, and nothing inspires giving more than seeing someone else give. Let your dealership be that inspiration for others and before you know it, you’ll attract people to your showroom because they want to help your donation efforts, and not necessarily to buy. And that’s OK for now. Because you’ll grab their name and contact information, add them to your marketing list and they’ll remember you when it comes time to buy or service a vehicle.

Make the holiday videos a fun project that all of your dealership employees (who want to) can get involved in. Use the holiday videos in multi-channel marketing campaigns to maximize reach, frequency and ROI. Before you know it, you may have a new holiday tradition that both your employees and your customers will love.

 

The Dominance of Video Marketing for Business

As video continues its quick rise it has become the most engaged with and preferred type of content for consumers. Marketers have taken notice and are quickly pivoting their content efforts accordingly. A new study by Magisto reports that video marketing has already eclipsed all other content types and is now a $135 billion industry. To put that into perspective, the report shares that advertisers in 2017 “expect to spend $83 billion on digital ads and $71 billion on TV commercials.” 84 percent of marketers created more video in 2017, with 60 percent of businesses having video marketing that accounts for more than 25 percent of their marketing budget.  

Why is video so dominant as content? According to the study, “Done correctly, video has the scale of television, the precision of digital marketing and the power of authentic story. Businesses are using video to distribute their messages in ways that contribute real value to the attention economy…”  

Consumers prefer video content. Just look at the most popular websites – namely social media platforms such as Facebook and Instagram. Video content dominates consumers’ newsfeeds because that’s the type of content that Facebook sees is most engaged with. But don’t think this is all about social media. Magisto shares that by noon Pacific time every day, 120 billion emails are sent and 35 million photos uploaded to Instagram.  

Consumers are voting by their actions as far as the type of content they prefer — time spent on web pages with video averaged 7 minutes and 21 seconds. While time spent on pages without video was only 2 minutes and 48 seconds, according to a study by Wistia, which analyzed consumer behavior on the top 100 websites.  

Why is time on site important? The longer a consumer spends on your site, the more likely they are to convert. In fact, having video on a web page can increase conversion by up to 80 percent, making online shoppers being almost twice as likely to buy from that business! 

 Video content should not be something you are “considering.” That time has passed. It’s now only a matter of what kinds of video should be produced, and how your dealership should use it with your customers. Engaging consumers is the number one way to increase interest and steer them towards your dealership and away from the competition. Of course, if your competition is using video and you aren’t, chances are they are already taking away sales from you.   

Video marketing is not hard, nor is it expensive, it just needs to get done. It’s no longer whether you should be doing video, it is how much is it costing you NOT to? 

Are You Throwing Customers Away Due to Lack of Communication Channels?

I was recently in need of a moving company. There was one in my community that had done such a great job of branding and building consumer awareness that I decided to give them first shot at my business. I WANTED to do business with them because of their brilliant marketing.

When I was ready to pull the trigger, I Googled their business name and went to their website searching for an email address so I could interact with them and get information via email.  However, when I landed on their website, the only contact option offered was to call them.

Well, I had seen their number all over the place already, on signs throughout the neighborhood, on the side of their vans, through paid search ads, organic search ads and their organic search listing. But that’s not how I wanted to communicate with them! I wanted to email them, as that is what I prefer, but they didn’t provide that option. So, guess what? I bounced from their website and searched for other companies that would allow me to communicate with them the way I felt comfortable communicating.

This is an interesting analogy as the same problem is so prevalent in our industry — Do you know how many times potential car buyers have moved onto your competition as you do not allow them to interact with you by their preferred method of communication?

If you aren’t offering every form of communication possible, or fail to clearly post all methods of contact throughout your website, you are probably losing potential vehicle sales and service opportunities more often than you think. Consumer preferences for how they wish to contact and interact with a dealership can vary greatly. Some want to call and talk to a live person. Some want to text. Some want to email. And now, with today’s technology, the younger crowd wants to communicate via live video stream – something most dealerships aren’t prepared for.

Regardless of how the customer wants to interact, my guess is that you want to sell them a car. If they are of the same mindset that I was, you could easily lose that opportunity by failing to provide the form of communication the customer wants to use. And therein lies the problem.

There are many generations in the market today buying vehicles – and each one (not just generations but people) prefer different forms of communication.  They may even prefer a different sort of communication at different times, or with different businesses. Imagine if I wanted to communicate with that moving company at 1:00am. I couldn’t even send them an email because all they had was a phone number!

Our goal shouldn’t be just to move shoppers through our sales funnel, it should be to make it easy for shoppers to move through our sales funnel.  To accomplish this, you must ensure that all your bases are covered when it comes to providing your customers – or potential customers – their preferred means of communicating with you.

If you are like most dealers, I am sure you try, unsuccessfully, to communicate with customers that submit lead forms all day long. Why make it difficult for them to engage with you when, in fact, they may really want to?

How to Shoot Professional Quality Videos with a Smartphone

When dealerships first start their video marketing programs, one of the most common questions I am asked is, “Will I have to buy an expensive camera?” The answer is no. Just about everyone these days has a smartphone that can shoot HD video. When used properly, the quality of video produced can be exceptional. All it takes is practice.

Most dealers start with inventory walkaround videos and these are probably the trickiest videos to shoot, so that’s what we’ll focus on here.

First, to ensure a good high-resolution (and non-pixelated) video, adjust your camera setting to record video at 1920 x 1080 and 30 frames per second (fps), unless you plan to extract your still images for the inventory from the video.  In that case you may want to utilize 60 frames per second (fps).

Next, invest in a stabilizer. Most smartphones have a pretty good stabilizer built into them today, but they will only make a good video better. This is the merchandising layer for your inventory that most shoppers are going to view, so invest in the tools that you need to provide the best experience for your shoppers that you can. Don’t fool yourself into believing you can walk around the vehicle while holding the smartphone steady in your hand. The result will be a bouncy video that will make your viewers seasick and result in low video completion rates.

A hand-held stabilizer or tripod is better than nothing, but if you want to produce the best quality video invest in a 3-axis gimbal for a couple hundred bucks. It is worth every penny! For top of the line stabilization a 4-axis gimbal is even better, but may run you a couple thousand.

Currently we recommend using a set-up that includes your smartphone, and the DJI OSMO camera/gimbal combo. This is a really cool camera that takes amazing quality video and connects wirelessly with your smartphone, so you can use your smartphone to view what the camera is recording.

You can find a DJI OSMO starter kit for around $500 and depending on how you want to accessorize it, you may spend $700 to $800. This is a small investment that will make your inventory shine!  GoPro also offers some great camera/stabilizer combinations that cost less and produce very good quality videos as well.

Once you have a stabilizer, the next thing you’ll want to address is lighting. Smartphones have small lenses so adequate lighting is critical. This shouldn’t be a problem if you’re shooting outdoors, but always position the vehicle so you will not be pointing the camera into direct light, such as the sun.

When you first begin shooting walkarounds, you may want to allow extra time to shoot the entire video two or three times. With each ‘take,’ experiment with different ISO settings, which measure your camera sensor’s sensitivity to light. On a sunny day your ISO settings will be lower and on cloudy days your ISO settings will be higher. If you do shoot on a sunny day, avoid shooting midday because that’s when the sun casts the harshest shadows. Instead, schedule shoots for early morning or late afternoon.

For vehicle walkarounds, you want to feature shots panning the side of the vehicle, as well as the front and back so the viewer has a good sense of what the vehicle looks like from all angles. Open the doors and shoot the interior, both front and back.

Then focus on shooting the features that you will use to sell the car, such as the Infotainment system, new tires, safety features, etc. The total length of your walkaround videos can range from one to four minutes. Don’t believe experts who tell you that all videos have to be one minute or less. Though this is probably true for a bad or dull video, if the presentation is informative and entertaining, two, three or even four minutes is okay. There are plenty of dealerships that get 80 to 90 percent completion rates with videos that long, and plenty of dealerships that only get a 50 to 60 percent completion rate with their bouncy and dull one- minute videos.

If you are worried about the audio track for your videos, you can have your photographer shoot your videos and have a data driven audio track added to the video automatically.  If you are adding your own audio while shooting the videos, or if you decide to shoot your walkaround videos featuring a salesperson or spokesperson giving a live presentation, invest in a good noise-cancelling microphone.

Either way you can always go back and replace the audio layer of the video if you want or need to without having to re-shoot the video.  You can even personalize the audio layer of the videos for specific leads (personalized walkarounds) without having to shoot another video, saving you a LOT of time while producing an identical personalized walkaround video to one that was shot from scratch.

Finally, expect that the first few videos you create will probably suck. Don’t be discouraged! Practice makes perfect. Keep doing it and eventually things will click. Pretty soon you will find your own unique style and every walkaround video will become a mini-masterpiece.

What tips do you have for shooting professional quality video with your smartphone?

[VIDEO] Google’s 5 Auto Shopping Moments – Part 2: Is It Right For Me

In this series of video blogs, Flick Fusion COO Tim James shares Google’s 5 auto shopping moments that every dealership should know and how to take advantage of those moments to lead customers to your dealership.

Weekly ISM Checklist

from drivingsales.com, posted 6/3/08

Now for the weekly check list.  ISMs need to be completelting these items on a weekly basis and reporting to their management on their progress of each of these items.  Following this task list regularly will greatly increase your success: 

Weekly Check List

Date _______

1. __ Visit dealership website. Call toll free and other phone numbers to ensure they’re working and being answered properly.

2. __ Check AutoTrader, Cars.com, UsedCars.com, and/or other third party website photos, pricing information, and phone numbers.

3. __ Blind shop competitors selling both similar and different makes and models.

4. __ Post any upcoming Events and Specials on website. Be careful about posting any future discounts or pricing – those should be only posted once they are on, or when they are about to end to instill urgency.

5. __ Schedule broadcast email once per month, at the beginning of the third week of the month. Preferably, send on Tuesday or Thursday afternoon. Always have something for the customer first and foremost – give them a compelling reason to open your email.

6. __ Schedule automated targeted email campaigns to existing customers, including interests, specials, birthdays, etc.

7. __ Check with vendors to see if there are duplicate addresses they are sending leads to, to former employees, etc..

8. __ Test templated emails to see how they are arriving to customers.

9. __ Check your site for manufacturers compliance or non-compliances issues.

10. __ If you find any issues, send an email to your vendor (so you have it in writing), cc-ing your GM or ID, and immediately follow up with a phone call. If the issue is not resolved in 24 hours, re-send the email, and cc you GM or ID. They should take it from there.

Following these processes and checklists will help you maximize you efforts and success! Good luck.

http://drivingsales.com/blog/rafi/2008/06/03/weekly-ism-checklist/