Urbandale, IA—July 19, 2021—FlickFusion’s COO Tim James will present “Build an Amazing Video Strategy” at the Unfair Advantage Automotive Mastermind Group (UAAMG), August 5, 2021 in Myrtle Beach, SC.

“Many dealerships are doing a great job producing video content; however, many dealers don’t have a strategy beyond just posting that content on Facebook or their website,” said Tim James, COO of Flick Fusion. “This presentation will show dealers how they can strategically place videos throughout the customer’s buying cycle, in the right place at the right time, in order to drive more leads and sales.”

James’ presentation will focus on utilizing technology to maximize the impact of video content across multiple touch-points and during every step of a car buyer’s journey, to provide the best online shopping experience for customers.

UAAMG attendees will leave with the following takeaways:

—What video content has the biggest impact on sales

• —How to utilize technology to maximize the informational and emotional value of their video content while making certain that their video content is being seen by the right shopper at the right time of the buying cycle

• —How to integrate video content into the lead follow-up process to increase appointments set and appointment shows

• —A new way to utilize Web RTC (Real-Time Communication) live streaming technology to connect with shoppers who can’t be reached with ZOOM or other popular live streaming services.

FlickFusion is a Platinum Partner sponsor for the UAAMG event, which is designed for top-performing dealers and managers who are ready to implement proven strategies that will help them become the best in the business.

For more information about UAAMG or to register for the event, visit https://unfairadvantagemastermind.com/

For more information about FlickFusion visit http://flickfusion.com

About FlickFusion

FlickFusion offers a full-solution video hosting, marketing and distribution platform to automotive and other inventory-based industries. The platform delivers automated, integrated and rule/behavior-based, including geo-targeted, video content in real-time, across multiple touchpoints and throughout the entire purchase cycle.

FlickFusion makes it easy for dealers to create desktop and mobile-friendly vehicle inventory videos, video email and customer engagement videos such as testimonials, service department overviews and more. Videos are proven to capture more buyers' attention, advance organic SEO rankings, generate leads and increase conversion rates. The FlickFusion system builds emotional value and customer loyalty for more than 3,500 brands and preferred partners.

Part of the vehicle sales process is to learn the customer’s needs and wants. You probably encounter a large number of consumers who don’t know exactly what they want (or need). In fact, it isn’t unusual for an online lead to provide no additional information other than the vehicle they are interested in. Reaching the consumer to learn more about them and their wants/needs can also be difficult. They might respond to you simply asking for a price, and that could be the only information you have when trying to move forward with the sale and relationship-building process. This conundrum makes it more difficult than ever to sell cars, but luckily video is the solution to this issue.

Recently, a dealer asked a question in a Facebook group that was amazingly simple: “What’s the most important thing for you in a car?” As you can imagine, the answers were all over the place. One of the funniest I saw was "an engine," but many people answered with more interesting responses. The reason they were interesting is that, as a salesperson, you don’t know what a customer wants unless they tell you… and many times they won’t. So how do you sell a car to a customer if you don’t know their needs and wants, and they won’t tell you?

Video walkarounds and video communication. That’s how.

Video Communication:

While a growing number of dealerships utilize video in their lead follow up process, many dealerships still respond to inquiries with a simple “give me a call” or “we’ll be in touch soon,” without answering any questions or trying to connect with the consumer on a personal level at all. This approach simply isn’t enough to make your dealership stand out against the lot on the other side of town. Shoppers look for transparency and someone they can trust when going through the big commitment of buying a new car – and you need to show that your sales team and dealership are trustworthy. Dealerships that utilize video communication in their lead follow-up process not only stand out, but they build those valuable trust relationships that keep shoppers coming back and sharing their experience with anyone they know that may need a car. In other words, you go from just another dealership to a trusted source for your shoppers -- simply by getting face-to-face with them over a video call and answering any questions they may have.

Video Walkarounds:

But… without a great video experience, one that includes video walkarounds, some dealerships might not get much of a response from their shoppers at all regarding their inventory.

By using video to display your inventory, you’re able to make an emotional impact on every shopper and get across all the vital information your shoppers care about the most. When you have a video for every car in your inventory, you get the benefit of humanizing your inventory and your dealership, while giving the customer anything they might want to know in the fastest way possible.

Although photos and vehicle descriptions are extremely important merchandising tools, emotion is what sells. There is no better way to transfer the information the consumer is looking for, while inspiring the emotions that will get the consumer attached to a vehicle, than a good video of the vehicle. With this method, you have a much better chance of selling the vehicle or getting a response from the customer about what works or doesn’t work regarding a specific vehicle. Because of your virtual showroom, once a customer is interested, you know what their needs are and can begin building a closer relationship with them via video communication. Win-win!

Video walkarounds and video communication enable you to better engage the customer, build rapport by selling the vehicle, yourself, and the dealership, and become more of a consultant to them than a salesperson. Don’t simply throw photos of your inventory on your site. Instead, combine video inventory and video communication in your strategy to stand out from the rest.

Think of your presentation like your virtual car lot. Take the customer on a tour of the vehicle via a video walkaround, or personalized video that includes all the selling points you would present if they were there in person – Safety, Comfort, Fuel Economy, Performance, etc.

An equally important note is to, no matter the form of video, use it to also sell yourself and the dealership at the same time you are selling the car. The most important sell is “you.” Introduce yourself and your dealership and let the consumer know that you are trying to learn more about their wants/needs and that YOU will work hard for them and provide them with THE best experience -- so no need to shop anywhere else.

Utilizing video in this way, having a video strategy for every stage of the buying cycle, allows you to find out what your shoppers want while establishing yourself as a trusted resource.

Today’s car buyers are usually excited to show off their new car to their friends, families, and associates, either in person or by posting a video of their new vehicle on social media. This creates a huge opportunity for your dealership to earn sales referral business while building a strong library of customer testimonials to utilize across all your online marketing strategies.  What if YOU assisted the customer with their video while they were still at YOUR store? Now the customer is sharing a VIDEO of themselves with their new vehicle, telling people about the wonderful experience your dealership provided, how happy they are with their new vehicle, why their salesperson was great and why others should buy a car from YOU.

Here is an example of how one successful dealership I know has implemented this strategy. They have an area set up with a gong and red carpet. The salespeople use their smartphone cameras to essentially interview the customer about their experience while they are excited. Best part? The salesperson is in the video WITH the customer. The salespeople work as a team and another salesperson (or manager) does the recording. The dealership gets a solid video testimonial that can be used for marketing; the salesperson gets a little juice to sell himself; and, best of all, the customer gets a video they can share with their friends and family!

You may be wondering how the dealership can get away with doing this, as there are all sorts of “potential” issues with using a customer’s video for marketing and/or review purposes without their written consent.

The dealership does one simple thing to ensure it is following rules, it incorporates a media release into its finance paperwork. This way, when the customer comes out of finance and is taking delivery of their new (or new to them) vehicle, and is excited, the salespeople can capture these memories for the customer. And the dealership can utilize those videos on social media or any other channel they wish. Will every customer agree to do a testimonial? Of course not. But If they do they sign the release in the F&I office.

This is an excellent way to build a solid list of customer testimonial videos that will grow throughout the years. Think about it. If your store sells 9 cars per day and, to be conservative, let’s say 50% decline being filmed, that still means 4-5 video testimonials a day, 120 per month… and so on. You get the picture (or video, I should say).  Now you have a library of testimonial videos to display on a testimonials page of your website, next to your inventory videos, on other third-party touchpoints, on social media, and to use as part of your online marketing strategies.

Some may think it is difficult to elicit these responses. Well, it's not. Just follow two rules: First, train your salespeople to ask specific questions to get the required response you need; and second, always ask the customer to talk about themselves! Don’t ask them why YOU are wonderful, ask them what THEY thought about the experience. You’ll get the answers you are looking for.

If you incorporate video testimonials into your sales and F&I process and train your staff to ask each sold customer to do one, you'll have more videos than you could desire in no time. Now, go make some videos!

Right now, inventory is difficult to come by. Used cars are scarce and dealers are paying thousands over market value simply to have vehicles on their lots to sell. When it comes to new vehicle inventory the situation is even more dire. Many dealers’ lots have low new inventory because of chip shortages or transportation times. A recent article by Forbes is an interesting read on the subject.

Some dealers are doing their best to fight the odds and push through this situation by pre-selling vehicles that have not yet arrived on their lot.

However, there are unique challenges when trying to sell a “phantom vehicle.” That intangible and invisible new car that a consumer cannot see, feel, or touch. In addition, many consumers don’t necessarily want to wait 2-3+ months for that invisible car. And that’s where video comes in.

When a customer submits a lead, calls, or comes into your showroom inquiring about a new vehicle that you don’t have -- put your salesperson hat on. It’s typically quite simple to see what vehicles are on the way (and how they are equipped), and your allocated vehicles not yet built out; as well as what is already on your lot. Rather than turn a customer away because you don’t have a vehicle for them, why not use the inventory you do have to sell them on the fact they can build their “dream car?” Show them an existing vehicle to help sell them on all the options and features they could have with the assurance that they can order the vehicle exactly how they want it.

And, if that customer is not in the showroom, through the power of video you can easily create a video of a used (or new) model vehicle that you DO have in your current inventory. Take a personalized walkaround video of the vehicle on your lot and explain that, while you don’t have a new one for them to buy, you can offer them the unique opportunity to order one that is incoming exactly how they want it. In other words, they can build their dream car! The customer will still qualify for all of the incentives, rebates, and subvented interest rates from the factory when the vehicle does arrive, so you can also use that within your sales toolbox when shooting your video. While you are at it you can also go over the many features of the existing vehicle and its great value. You never know, they might even like the one that you just did a walk around on and want to buy it.

Right now, it pays to be creative and use methods and sales techniques that engage customers and help you sell what you do have. Video is one of the best tools you have to do just that. You can transfer more information and inspire more emotion via video than any other media. Use video to tell a story about how a customer can own their dream car and you could very easily find that, when new vehicles do arrive, they are already sold. Or, through the power of video, you could end up selling the vehicle from the walkaround! And that’s a good thing.

The bottom line is, it is more important than ever to incorporate the use of video throughout your entire sales and marketing strategy. Try it, it works.

When it comes to video marketing, I see a large variety of strategies within the automotive industry. Some dealerships are hyper-focused and create their video content with a defined purpose and strategy, some have a good idea of the “type” of video content that they need to capture but no defined strategy for maximizing the value of that video through touchpoint distribution, and some dealerships simply bring out a cell phone and start aimlessly wandering around their lot, with employees capturing video of whatever they want to. While these actions are certainly a start, it is far more effective to have an overall video marketing strategy. Start by thinking about what video content will have the biggest impact on your shoppers throughout the entire buying cycle. And then figure out how you plan to distribute your content across the various touchpoints to be seen by the right shopper at the right time.

An excellent article in Rolling Stone magazine showcases advice from eight video marketing experts. All of the panelists give solid advice. But the one that stuck out to me the most was by Brian Chin, Co-Founding Partner of p3 Maine, a video production company. His advice was as follows:

“I run a video agency, and far too often we see companies waste money on ineffective video content because they’ve just been told they “need video.” Put in place the correct strategy for your needs, targeting the correct audience with the right message. And if video is the way to go, create beautiful and engaging content that inspires people to take action. But strategy first.”

I’ve always believed in a “strategy first” approach to all marketing, not just video. You can save yourself so much time and money by “starting with the end in mind,” and understanding what content you need, as Brian Chin mentions. Also, by understanding the technologies that are available to you to help maximize your efforts. It’s not simply about taking video. Shooting videos is great, and it is something that data shows every dealership needs to be doing. However, videos need to be seen by the right audience at the right time to maximize their true value.

Here are three simple points to consider that can help your dealership when creating a highly effective video marketing STRATEGY:

1. How and where are you using that video?

Before making any video, it helps to know exactly how you plan to use it. Ask yourself the following questions: “Is the purpose of this video to inspire an emotional response and increase engagement on a social media campaign? If so, where else would it have that same emotional value? Should it also be displayed with a specific Make or Model (or even a specific vehicle) on my VDPs?” “Is it to build trust with high, mid, or low funnel shoppers? If so, what are the touchpoints where I know my shoppers will be throughout the buying cycle and how do I make sure that all of my shoppers are presented with this video content (without them having to look for it.) "Am I trying to increase recommended service repairs?” Having solid answers to the question “how and where” is a great way to start formulating a strategy.

2. What outcome do you desire for each video?

Once you’ve determined the purpose, now ask yourself what outcome you want from each specific video. Is the video designed to increase sales? Is it to increase conversion from an ad and drive more traffic to your website or landing page? Get leads to engage with your BDC or sales team? Brand your store? There are a lot of outcomes you might expect from a video marketing strategy. But, you have to know what to expect and how to make certain that your video content is presented to your shoppers strategically before you can measure it.

3. How can you use data to improve the effectiveness of each video?

Many video platforms only show rudimentary data such as views or likes, but fail to provide valuable information about the HOW, WHO, or WHEN. And that is what is needed to make your video marketing actionable.

Everybody gets excited about having thousands of video views. Of course, if it a branding video and that was the purpose and desired outcome, that’s great! But sometimes it is just that one view that turns a video into a sale. The point is that it’s not just data, but detailed and actionable data that matters.

If you make a video specifically for Mr. or Mrs. Smith, knowing that they watched it, when they watched it, and how many times it was viewed, and being able to see what OTHER videos they watched is invaluable information for creating a correctly targeted sales strategy. Having this valuable data allows you to get the right video in front of the right shopper at the right time of the buying cycle, while also allowing you to know the exact second that one of your leads or customers is live on a touchpoint and watching one of your videos. This provides you the most strategic opportunity to reach out to them with a follow-up call.

Make sure you use a platform that allows you to capture that data and archive it in case Mr. and Mrs. Smith are not ready to buy NOW. Then you are prepared for them when they are.

These are just a few quick tips designed to show you some of the basics of how to start to incorporate a strategy into your video marketing efforts. Having videos is great but, as Mr. Chin said: Strategy first.

According to a recent study published by Wistia, consumers watched more than 23,000 YEARS of video in 2020 alone. This means more video was watched last year than the entire history of modern civilization! And it’s almost certain to continue to break records. Why? Because video transfers more information to a consumer in the least amount of time, while also creating the greatest amount of emotion when compared to any other visual medium.

Perhaps even more interesting is HOW consumers are watching video content. According to an article in Forbes, about 72% of consumers watch video content solely on their smartphones. More so than on a movie screen, their desktop, or anywhere else. New video apps and features are infiltrating the current market offering an increasing number of ways for consumers to view this content. Even Pinterest, which has historically been a single image-only site, has started to adopt video into its platform. This is why your dealership must understand that video isn't just the future, it is the NOW.

Every industry has either begun the transfer to video or is fully engulfed in it, and the automotive industry is no different. Moving forward, high-quality and innovative video experiences on your dealership websites and in the different stages of the buying cycle will set your dealership apart from the rest when it comes to building relationships with shoppers.

Why do you think that nearly every business is scrambling to include video in their marketing strategy? Because it works, and the data is there to back it up!

Entrepreneur magazine recently featured an article stating that consumers want to, “See, Watch and Buy. In that Order.” How does this apply to your dealership website? When a consumer lands on your SRP or VDP, they are “seeing” your inventory. The next step is to “watch” the vehicle via a video. Whether that is a stitched photo video, a live video walkaround, or an interactive 360 spin, video content engages viewers and saves them from clicking through uninteresting photos and from having to read a large amount of text.

Consumers want to feel empowered to gain as much information about a vehicle as possible, as quickly as possible. Why has the test drive and product demonstration been a part of the basic steps to selling a car for decades? Because it works! And now, the technology exists to accomplish the same thing online.

The point is to make content consumers like, while also making that content in the form consumers want to consume. Then make it even better! Watching a video of a vehicle is great, but if you personalize that content and make it resonate with the customer in front of you, then you can move them further down the funnel.

It also helps to have trackable data you can use for your marketing. Use personalized videos on platforms that provide useful marketing data, and which integrate with your CRM for ease of follow-up. “Easy” doesn’t have to mean that quality suffers.

Make it easy to create videos that consumers desire, that they can view on their mobile phones, with data that integrates into your CRM so you can follow up with them appropriately. This will help turn your dealership into a marketing powerhouse that rules over any competition!

Personal URL Links and Conferencing Features are Designed to Boost Customer Response Rates and Close More Sales

Urbandale, IA—March 23, 2021—Two new features in Flick Fusion’s StreaMe live video calling application are designed to boost customer response rates, increase the number of customer conversations and make it easier for sales and service teams to close more sales.

“StreaMe is quickly becoming the auto industry’s preferred app for video calls, because it utilizes WebRTC technology that enables any person on any device to instantly connect live with dealership employees,” said Tim James, COO of FlickFusion. “Based on customer feedback, we’ve added these new features to further enhance the app’s ability to engage and connect with more customers.”

With StreaMe, a car shopper can easily initiate a live video call right from the dealer’s website or Vehicles Details Pages (VDPs), simply by clicking on an embedded video call button. The customer is instantly connected with a dealership team member in a round robin system, regardless of the device or platform the customer is calling on, and no special apps or downloads are required.

The first new feature in StreaMe allows dealership employees to text or email customers a personal URL link that can be used to initiate a live video call with the employee who sent the link. When the customer clicks on the URL link, a one-way video call is instantly established, where the customer can see and hear the employee but the employee can only hear the customer. If the customer desires a two-way call, they can easily activate their camera so that both parties are live streaming their video. The ability to text and email customers a personal URL link increases response rates while ensuring your sales and service staff that their customers and leads won’t engage with someone else at the dealership who isn’t familiar with them. The personal URL also allows for more detailed tracking of each individual who has been sent the link. 

The second new feature in StreaMe is a conferencing feature that allows dealership employees to add a third person to an active video call. This feature will be helpful in many cases when additional expertise or an approval is needed. For example, let’s say a customer video calls a salesperson and asks for a video vehicle walkaround. After the vehicle walkaround is finished, the customer asks for a trade-in appraisal. The salesperson can instantly add the used car manager to the video call while the customer does a vehicle walkaround on their own vehicle, so an estimate can immediately be provided.

In the service department, when an advisor sends a service recommendation to a customer, that customer often has questions or needs visual proof to feel comfortable approving the repair. With StreaMe’s new features, the service advisor can first text the customer a URL link and ask them to establish a live video call at their convenience. When the customer calls, the service advisor can add the technician to the call to explain the repair or show the worn part, thus increasing service recommendation approvals.

“I predict the conferencing feature will be the greatest feature you’ll never use,” said James. “I know that sounds strange, but the main reason most additional repairs aren’t authorized is that the consumer doesn’t understand what the repair is or why it is needed. They think you are just trying to squeeze some extra money out them. Offering the consumer the opportunity to Live Stream with their mechanic first hand, see why the repair is needed, and ask any questions that they have demonstrates complete trust and transparency. In many cases the service customer will just go ahead and authorize the additional repairs without taking you up on your offer to Live Stream, just because your team has the confidence to offer the customer this level of visibility. That is why it’s the greatest feature you’ll never use.”

Additionally, with CRM integration, all StreaMe video calls can be captured and stored in a dealership’s CRM, eliminating any "he said, she said" scenarios, and providing sales and training managers with access to every video call exchange.

To see a short demo of StreaMe, click here.

To learn more, contact sales@flickfusion.com or call 515-333-4337.

About FlickFusion

FlickFusion offers a full-solution video hosting, marketing and distribution platform to automotive and other inventory-based industries. The platform delivers automated, integrated and rule/behavior-based, including geo-targeted, video content in real-time, across multiple touchpoints and throughout the entire purchase cycle.

FlickFusion makes it easy for dealers to create desktop and mobile-friendly vehicle inventory videos, video email and customer engagement videos such as testimonials, service department overviews and more. Videos are proven to capture more buyers' attention, advance organic SEO rankings, generate leads and increase conversion rates. The FlickFusion system builds emotional value and customer loyalty for more than 3,500 brands and preferred partners.

Urbandale, IA—March 10, 2021— FlickFusion has released a Chrome extension for Google Chrome that provides a place for dealers to store and access links to video landing pages. The Chrome extension makes it easy for dealers to send customers links to video landing pages, simply by copying and pasting the URL or HTML links into emails, chat boxes or text messages.

“The process of sending a video or link to a video landing page through a CRM can be cumbersome and involve several steps, depending on the CRM,” said Tim James, COO of FlickFusion. “Our Chrome extension allows anyone in the dealership to instantly access their library of videos that may feature personalized lead follow up videos, inventory videos, value proposition videos, model review videos, monthly promotional videos, testimonial and other types of videos.”

Once the Chrome extension is downloaded and installed, all a user has to do is sign in with their dealership’s FlickFusion credentials. Clicking on the extension opens up a library of each user’s stored videos. The extension is designed so that salespeople, service employees and BDC staff can easily search for, find and clip a descriptive video thumbnail to their video, which will display on their designated video landing page when engaged.

Sharing videos with customers during the sales and service process is an effective way to increase lead engagement and response rates, but not all CRMs make the process easy. Often, videos are made for different purposes and hosted in different places. This makes it time consuming for the staff to search for the right video, and provides an inconsistent experience for both the salesperson and the consumer based on the device (mobile or desktop) and delivery method (email or text). Some CRMs even require the use of YouTube URL links, which not only makes it impossible to send video landing pages to customers, but delivers the consumer to YouTube where they may find similar video content from the dealership’s competitors.

The value of utilizing video landing pages is that this allows dealerships to feature several videos on the same page, along with their dealership branding, calls to action and a lead form. Landing pages encourage prospects to view more videos without having to search for them. This allows the salesperson to include personal introduction videos, value proposition, and even testimonial videos all in the same presentation. This builds significantly more trust higher in the buying cycle, and increases lead conversion rates.

“Videos are a powerful engagement tool but they are underutilized in customer communications, simply because it’s too difficult and time consuming to send a video,” said James. “This Chrome extension allows users to instantly find and drop any video thumbnail into a chat conversation, text message or email.”

To learn more, contact sales@flickfusion.com or call 515-333-4337.

About FlickFusion

FlickFusion offers a full-solution video hosting, marketing and distribution platform to automotive and other inventory-based industries. The platform delivers automated, integrated and rule/behavior-based, including geo-targeted, video content in real-time, across multiple touchpoints and throughout the entire purchase cycle.

FlickFusion makes it easy for dealers to create desktop and mobile-friendly vehicle inventory videos, video email and customer engagement videos such as testimonials, service department overviews and more. Videos are proven to capture more buyers' attention, advance organic SEO rankings, generate leads and increase conversion rates. The FlickFusion system builds emotional value and customer loyalty for more than 3,500 brands and preferred partners.

Dealerships sell more than just vehicles. They also sell accessories, parts, and swag. Consumers may not be interested in these other items at the time of purchase (or may not have been presented with any of these options). However, once they get home, or at some point decide they want to get their windows tinted, a bed liner for their truck, or need to upgrade a part on their vehicle -- Now what? Well, that is where providing an amazing video experience comes in!

An article on MultiBriefs.com shares that there are three key stages where video is extraordinarily powerful in the buying process -- no matter what a consumer wants to buy.

The three stages are Awareness, Consideration, and Decision, and they work as follows:

1. 1. Awareness: When a consumer decides they want to purchase any product, most go online and research it. This is when a video experience shines. Whether it be describing the benefits of this year’s newest model, or an educational video on the best bed-liners for their new truck, followed by testimonial videos to back up the claims, video will get the most information to a consumer in the most emotional way possible. By utilizing video high in the buying cycle, dealerships can present themselves as a guide for their customers, building trust and showing a shopper they are a resource to help throughout the car purchasing process.
   
   But a curated video experience does so much more than just give the shopper the most information about inventory possible; it also gives the dealership the most information about a shopper possible. When a dealership gets a notification that a returning customer is looking at accessories, they know it is probably for a new vehicle and can target them with value proposition videos.
   
   A customer is looking at parts and repairs? Target them with specials, lease offers, and new model test drive videos that show why the consumer needs to ditch their worn-out vehicle and get into something safer, more reliable. Providing this experience puts the dealership a cut above the competition.
    
2. 2. Consideration: Now that a consumer has decided they need or want one or more of these things (including parts), they then start looking where to buy them. My advice is to be that resource by providing explainer videos about the benefits of buying those items and getting them installed at your dealership. Many consumers find other retailers online or, even worse, a competing dealership where they purchase and have these items installed.
   
   Use your explainer videos to clearly illustrate to customers the benefits of conducting the transaction at your dealership. This could include facts such as your dealership will know exactly what the consumer needs based on the make and model of the vehicle, and that installation at the dealership is done by factory-trained technicians rather than the independent down the street.
    
3. 3. Decision - The consumer has now moved down the funnel and is ready to purchase. In this stage, videos such as customer testimonials, FAQs, and personalized video communication can convince a customer to choose your dealership rather than the competition. Customer testimonial videos are powerful. Most dealerships focus on testimonials in sales but having them in parts, accessories and service can be just as powerful when it comes to gaining trust and establishing rapport.
   
   FAQ videos can be used to answer common questions about products, such as “How long will it take to get the bed liner?” “How long will it take to install?” “Will I be out of my vehicle for a day or two?” -- You get the point. By providing this information upfront via video, you end up with an educated customer and no longer need to explain these things to the customer. The easy way to figure out which questions to focus on when making these videos is to simply ask your service or parts department about the most common questions they get from customers. Then make videos answering those questions.
   
   Finally, personalized video emails and texts help establish your sales team and dealership as a trusted source. People buy from people they like, and whether they are purchasing a new car or a new set of tires, video communication is the best possible way to get consumers to trust you and buy into the fact that your dealership is the best place they can go for anything they might need regarding a vehicle.

Dealerships can sell more than just cars, and they can sell everything in a more impactful way by giving their shoppers a high-quality video experience. Consider taking your video marketing strategy to the next level with your entire inventory, from cars to bike racks and repairs, by providing the best online shopping experience to your shoppers.

Most consumers have a built-in fear of communicating with automotive sales professionals.  Many of the "new age" automotive retailers are trying to play on this fear by running negative ads that make automotive dealerships (and sales professionals) look like high-pressure evil people.

When a consumer does finally reach out to your dealership, using video content in your initial communications can be your opportunity to show them that they will have a GREAT experience working with you and your dealership. People buy from people they like, and video is the best way to show your potential customers why they should like you. It can be one of the most effective ways to humanize your dealership and establish trust with shoppers. 

Here are some quick tips for making the most of your video email campaigns that will increase your click-through and response rates.

1. Include the Word “Video” in the Subject Line & Avoid SPAM “Trigger Words.”

The simple act of adding “video” to an email subject line can increase open rates by 7% and can improve your click-through rate by 96%. Put it in brackets [VIDEO] at the end or beginning of your subject line to make it clear to your audience. People are more curious to see what is inside your email when it includes video and perceive the information displayed in the video to be more valuable.

In addition, the word “video” can help you avoid SPAM filters, which can be triggered for a variety of reasons, causing your email to skip recipients' inboxes and land straight in their SPAM box. By avoiding trigger words in your email subject lines, you can dramatically increase your chances of getting beyond SPAM filters.

2. Link to the Video (or video landing page)

Unfortunately, some email providers have not started using the latest technology and this can play a significant role when you select a provider. As several email clients cannot play embedded videos, it can be better to provide a link to your video or landing page, rather than embedding it in your email.

3. Place Video Below the Email Message

Adding videos into your email will boost open rates but don’t let the video distract from your main message. An engaged audience will drop what they’re doing to watch a new video, so be sure to add it at the end of the email. By so doing, consumers will read your brief message before watching the video. Keep the text message above the video brief, as the main focus of the email should be the video.

4. Do not Send an Image Only Email

Do not send an image only email, and do not say too much in your email either. Video emails that keep it short and to the point with a word count of 50 words or less receive up to a 52% higher response rate than the same video sent with a long wordy message.

5. Include a Call to Action

All forms of digital marketing should invite the audience to do something specific, especially when it comes to an unsolicited email or text. Make sure your videos in your emails offer value for the customer and include that critical CTA. The whole point of any message sent to a consumer is to lead them on the path that you want them to follow. Make sure the CTA is easy to understand and clearly directs them. Then ensure you take them where you promised.

6. Be Professional.

Include some basic best practices when taking your video. Have good lighting and a clean and pleasant space to stage your video. It is best to turn your phone to the side and capture the video in landscape mode. And be friendly and enthusiastic in the video (Smile).

7. Have a Variety of Video Content on Your Landing Page.

Now that the consumer has engaged with your email to watch your video message, this is the perfect opportunity for you to provide them with easy access to additional video content that really shows them that “YOU are the good guys,” and they can trust you. Rather than making the consumer search for “where should I buy it” content later in the buying cycle, present it to them now. Move the consumer along in YOUR buying cycle by including Value Proposition, Testimonial, a Personal Introduction, additional Inventory, Promotional, and New Model Test Drive videos on the same landing page as your initial video message. Let the shopper know that they can LIKE and TRUST both you and your dealership before they’ve even decided which vehicle they want to purchase.

8. Leverage the Shopper’s Data

A large number of consumers can disappear after your initial contact with them. How many times have you wondered what happened to that person that you just spoke to (who isn’t calling you back or answering your emails now)? Using a hosting company for your videos that offers detailed insights and data can make it easier to track your video success rates while allowing you to track the actions consumers take. Also, using the right video host can allow you to receive real-time notifications when your other video content (such as your inventory videos) are viewed by these same consumers. This gives you greater insight into which of your leads are still in the market and actively shopping on your website (or the popular marketplaces like AutoTrader, Cars.com, etc.), and provides you with a notification the second that they click to watch your inventory videos on these touch-points, allowing you to follow up with them at the most relevant time.

Video in email is no longer some gimmick. Consumers consistently state that video is their preference. Video has fast become a key factor in running more effective email campaigns. Adding video will breathe new life into your email marketing and is an engaging way to bring compelling content to shoppers, resulting in more appointments for your BDC and sales teams, more up-sell of recommended services for your service department, and higher CSI Scores across your entire store.