With your online listings, video helps to bring the car to life and lets shoppers take a virtual test drive. This webinar looks at what car buyers want to see in online video, how to produce a walk-around demonstration or personal introduction video and where to share your videos to increase exposure and generate traffic. For the full audiovisual presentation, visits dealers.cars.com.

1. Small Screen, Big Sales

2. Welcome
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• Want a recording of today’s presentation?
• Visit http://dealers.cars.com/live on Monday
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3. Webinar Audio
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4. Today’s Moderator
Kathy Kimmel
• Director of training, Cars.com
• 20 years automotive industry
experience
• Connect with Kathy:
dealers.cars.com/facebook
dealers.cars.com/twitter
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5. Today’s Panelist
Kirk Davis
• EVP, co-founder
• Liquidus
• Chicago
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6. Today’s Panelist
Rob Fontano
• Digital sales and marketing
director
• Marazzi Motors
• Fort Myers, Fla.
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7. Today’s Panelist
Eric Miltsch
• Internet director
• Auction Direct USA
• Rochester, N.Y.
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8. Today’s Objectives
In today’s workshop, we’ll discuss:
• What car buyers want to see in online video.
• How to produce a walk-around demonstration or personal
introduction video.
• Where to share your videos to increase exposure and
generate traffic.
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9. Video Demand Accelerates
Online video is growing rapidly
• Automotive Internet video
viewership magnified six times from
2007 to 2009
• In-market shoppers 14 times more
likely to view automotive video than
general browsers
• Among car buyers watching video:
• 30%: 10 to 30 minutes
• 18%: 30 minutes to 1 hour
• 22%: 1 to 3 hours
9 Source: 2009 Google/Compete Auto Video Study

10. Give ’Em What They Want
• In video, online car buyers want to see:
• Product reviews (77%)
• The vehicle (75%)
• More information about specifications (68%)
• How the vehicle drives (52%)
• Shoppers viewed video content at:
• Third-party sites (60%)
• Manufacturer websites (59%)
• Dealer sites (52%)
• YouTube (52%)
10 Source: 2009 Google/Compete Auto Video Study

11. Video Sets the Stage for a Sale
Video deepens engagement
• 63 percent of shoppers who
viewed video said it influenced
their decision to visit the
dealership*
• 41 percent of third-party site
users viewed vehicle videos
before walking into a store*
11 * Value of Third-Party Sites to Dealer Walk-In Traffic, Synovate 2008

12. Video Drives Low-Funnel Action
• After watching automotive video*:
• 61% visit a dealership
• 55% visit a manufacturer website
• 55% search dealer inventory
• 52% visit a dealer website
• 52% build and price a car with an online configurator
• 50% visit an automotive research site
• 54% of buyers watch only in the month of
purchase*
• Listings with video drive 13% more contacts**
12 * 2009 Google/Compete Auto Video Study ** Cars.com Merchandising Effectiveness Analysis, 2009

13. Getting Started: Define a Process
• Determine how you will use video with:
• Email
• Listing sites
• Store website(s)
• Customer follow-up
• Social media
• Define the message you want to communicate
• Identify who will:
• Produce the videos
• Be featured in the videos
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14. Video Sells the Car
• Videos should show
the vehicle’s:
• Condition
• Standard equipment
• Unique features
• Personalizing the
video builds rapport
• Make a call to action,
invite the customer to
contact you
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15. Automating Video Production
Develop “stitched videos” from
your listings’ multiple pictures
• Vendors integrate videos with your
website, third-party sites, social
media networks
• Voiceover narration describes the
vehicle and key features
• Graphics and text overlays create
a customized effect
• Information updated in real-time
with your listings
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16. What Works: Automation
Tips for success:
• First 10 photos will be used
• Photos should be 800 pixels
wide, 600 pixels tall at 72 dpi
• 75% exterior, 25% interior photos
• Minimize the use of close-up
pictures
• Avoid the use of logos,
watermarks or text
• Center the picture around the
feature you want to highlight
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17. What Works: In-House Production
Low-cost cameras allow you to
add good-quality, full-motion
videos:
• Walk-around vehicle
demonstrations
• Salesperson/ISM introductions
• Competitive reviews
• Customer testimonials
• Tours of your showroom, parts and
service departments
• Explain your sales, trade-in process
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18. What Works: Marazzi Motors
• Model- and inventory-
level video increases:
• Website visits (up 10%)
• Pages/visit (up 33%)
• Time on site (up 30%)
• Offers stitched video
for entire new- and
used-car inventory
• Provides on-request
walk-around videos
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19. What Works: Auction Direct USA
• Inventory-level video
drives additional:
• Time on site
• Vehicle details page
views
• Transparency in the
sales process
• Offers stitched video
for entire used-car
inventory
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20. Video Sells the Store
• Provide reasons to buy
from your dealership:
• Extensive inventory
• Convenient location
• Financing opportunities
• State-of-the-art facilities View this video at http://www.tinyurl.com/marazzinissan
• Business philosophy
• Community reputation
• Ask happy buyers for
video testimonials
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21. Video Sells Your Sales Staff
• Introduce yourself
• Assure shoppers you’ll help
them find the right car
• Invite prospects to contact you
for more information or to set
an appointment
• Encourage car buyers to ask
for you when they contact or
visit the dealership
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22. Video Drives SEO Performance
Optimize videos for
increased visibility
• Create title with
relevant search terms
• Describe what’s in the
video
• Align title with the
description
• Tag video with key
search terms
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23. Video Fuels Social Media Content
Repurpose videos to drive additional exposure
• Model comparisons
• Walk-around demonstrations
• Store commercials
• Customer testimonials
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24. What Works: Marazzi Motors
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25. What Works: Auction Direct USA
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26. Review
• Develop a process for how you’ll produce and
use video at your dealership
• Video:
• Plays a greater role in the purchase process
• Drives shopping behavior, make/model decisions
• Creates transparency in the sales process
• Provides valuable content for your website, third-party
listings, social media sites
• Automated solutions allow you to easily
merchandise your new- and used-car listings
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27. Save the Date
Trust Makes the Sale
• Friday, Aug. 13
• Noon EDT
• Host: Kathy Kimmel, Cars.com
director of training
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28. Resources for Online Success
DealerADvantage
• DealerADvantage blog: Read
and discuss articles, videos
and Cars.com news that drive
your success
dealeradvantage.cars.com
• DealerADvantage Live: Free
monthly webinar offers advice
on internet sales, marketing
dealers.cars.com/live
• Facebook: Share, discuss
internet sales, merchandising
dealers.cars.com/facebook
• Twitter: Get a daily online
sales, merchandising tip
dealers.cars.com/twitter
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29. Questions & Answers
Thank You & Good Luck