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Cars Com Lights, Camera, Sold May 2009
1. Welcome to Today’s Webinar
We will begin promptly at noon ET
To hear the audio portion for today’s session, please turn up
your computer speakers or use a pair of headphones.
3. Welcome
• Have a question? Need our attention?
Enter your question or comment by clicking on the question mark
in the lower right corner of the WebEx browser
Include your name, organization name, state
• Want a recording of today’s presentation?
Visit http://dealers.cars.com/live on Monday, May 11
4. Welcome
• To hear the audio portion for today’s webinar:
• Turn up your computer speakers
• Use a pair of headphones
• Having audio problems?
• Request a toll-free dial-in
number for the WebEx
teleconference
5. Today’s Moderator
Ralph Ebersole
• Director, automotive consulting and
dealer training, Cars.com
• More than 30 years experience in
automotive retail
• Has trained more than 20,000
automotive salespeople
• Featured speaker at industry
conferences (e.g., NADA 2009, Digital
Dealer 2009 and Ward’s Automotive
Spring Training 2009)
• Interviewed in leading trade
publications
6. Today’s Panelists
Rob Fontano
• John Marazzi Nissan
• Internet sales director
• Naples, Fla.
• 8 years experience in automotive retail
7. Today’s Panelists
Joe Webb
• Dealer Knows
• President/consultant
• Chicago
• 8 years experience in automotive
retail
8. Today’s Objectives
In today’s session, you’ll learn how to use video to:
• Showcase vehicles with a personalized demonstration of their
features and condition.
• Build rapport through a brief introduction that highlights your
expertise and commitment to helping shoppers find the right car.
• Promote the value of buying from your store with customer
testimonials and a tour of your facility.
10. Who’s Using Video
33 percent of dealers use video
on their websites
• 26 percent will add video within the
next 12 months
Source: The Kelsey Group, 2008
11. Who’s Watching Video
• 41 percent of third-party site
users viewed vehicle videos
before walking into a store*
• 63 percent of shoppers who
viewed video reported that it
influenced their decision to
visit the dealership *
• Searches for vehicle brand
names with “video” have
grown almost 240 percent **
•Value of Third-Party Sites to Dealer Walk-In Traffic, Synovate 2008
** Google, 2008
12. Who’s Watching Video
58 percent of U.S. car buyers say they’re interested in
online automotive video
• Average age: 38
• Less likely to hold brand affinities and loyalties
• Two-thirds of video viewers have household incomes above
$60,000; nearly one-fourth earn $100,000 or more
• Twice as likely to buy a car priced at $30,000 or more than
average shopper
13. Video Car Buyers Want to See
40%
Vehicle Interior and Exterior 31%
27%
Comparison 28%
33%
Features 24% $30,000+
All Car Buyers
22%
Car Care 24%
29%
Crash Tests 23%
0% 10% 20% 30% 40%
14. Video Car Buyers Want to See
30%
Maintenance 22%
31%
Editorial Reviews 16%
23%
Manufacturer News 15% $30,000+
All Car Buyers
25%
New Vehicle Launches 13%
18%
Driving 10%
0% 10% 20% 30% 40%
15. Make the Car the Star
• Most popular videos showcase the vehicle,
demonstrating its features and how it compares to
other models
• Tailor videos to appeal to male and female buyers
• Men want to learn about the car and cars
• Complement videos about specific listings with videos about
car care tips and maintenance advice
• Helps attract and connect men to your brand
• Women want to learn about the vehicle’s safety and convenience
features
• Higher-end buyers want in-depth information
• Objective reviews from third-party sources
16. Getting Started: Define Your Process
• Determine how you will use
video with:
• Email
• Listing sites
• Store website(s)
• Customer follow-up
• Define the message you want
to communicate with each type
of video
• Identify who will:
• Produce the videos
• Be featured in the videos
17. Getting Started: Third-Party Sites
• Entice buyers to
engage with your
listing
• Build confidence by
showing the car’s
conditions and
features
• Brand your store and
sell the value of
buying from you
• Offer directions and
contact information
18. Getting Started: Your Website
• Low-cost cameras allow you to add
good-quality, full-motion videos:
• Salesperson/ISM introductions
• Walk-around vehicle demonstrations
• Competitive reviews
• Customer testimonials
• Tours of your showroom, parts and service
departments
• Software allows you to create slide
shows that simulate video from
static images
19. Sell Yourself
• Introduce yourself
• Assure shoppers you will 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
20. Sell Your Listings
• Develop walk-around
videos that demonstrate
the vehicle’s:
• Condition
• Standard equipment
• Unique features
• Build rapport with buyers
by personalizing the video
View this video at http://www.tinyurl.com/plantcity
• Include a call to action by
inviting the customer to
contact you and asking for
the sale
21. Sell Your Store
• Provide reasons to
purchase from your
dealership:
• Extensive inventory
• Convenient location
• Financing opportunities
• State-of-the-art facilities View this video at http://www.tinyurl.com/marazzi
• Business philosophy
• Community reputation
• Industry recognition
• Ask satisfied customers to
provide video testimonials
23. Use Video in Your Social Media
• Adding video to your
social media pages:
• Generates additional exposure
• Allows you to:
• Brand your store
• Showcase your product
expertise, service View this video at http://www.tinyurl.com/marazzinissan
excellence
• Creates a virtual “Why Buy”
book for in-market shoppers
• Boosts search engine results
• 41 percent of car buyers
searched YouTube
Source: Google, 2008
24. Identify Third-Party Video Sources
• Objective editorial reviews
• Automotive shopping sites with
independent automotive experts
(e.g., Cars.com)
• Industry publications, TV shows
and blogs
• AutoWeek
• MotorWeek
• Kicking Tires
• Manufacturers
• Engineering profiles
• Product demonstrations
25. Review
• Develop processes to define
how videos will be produced
and how they’ll be used to win
business
• Online automotive video:
• Plays an increasingly important role
in the shopping process
• Builds shoppers’ confidence in you,
your listings and your store
• Allows you to leverage channels
outside your listing sites and
dealership website(s) to reach in-
market shoppers
26. Cars.com Resources for Online Success
Cars.com gives you the tools and resources to drive
online success and fully merchandise your inventory:
(http://dealers.cars.com/resources).
• Your local sales representative – Our knowledgeable staff is ready to
assist you as well as answer any questions you might have
• Local training – Attend one of Cars.com’s local training workshops for a
hands-on educational experience
• DealerADvantage monthly enewsletter – Subscribe and get tips and
techniques to maximize your online investment
(http://dealers.cars.com/subscribe)
• DealerADvantage LIVE – Tune in to our free monthly webinars, packed
with advice from expert trainers and the best dealers in the industry
(http://dealers.cars.com/live)
• Follow us on Twitter – http://www.twitter.com/DealerADvantage
27. Register Now for Our Next Event
Your Site, Your Sales
Win More Deals With More Roads to Your Internet Showroom
• Noon EDT, Friday, June 12, 2009
• Register: http://dealers.cars.com/live
• In this session, you’ll learn how to:
• Where car buyers look the internet to get the information
they need.
• Which internet sites in-market shoppers consider the most
valuable.
• How to leverage third-party sites to drive traffic to your
store’s site.
• How to implement SEM and SEO campaigns that drive
results.