It's no surprise that digital is taking over the world (literally) so it should be come as no surprise to you that as the world goes digital, videos will increase your car sales.
In our automotive group, we send a 60-120 second video for everyone prospect who sends in an online, or phone request, and we are pushing to do the same for walk ins. Our closing percent on all accounts skyrocketed once we implemented the video rule, and now, online requests makeup 60% of our dealerships sales. We can't take credit for this, as the stats are out there for anyone to see.
Google tells us that 65% of shoppers watch 30+ minutes of video in their research phase. AutoTrader tells us that 20% of customers are more likely to click on your ad, not if you have a great price, but - you guessed it - if it contains a video!
How we do it is simple - take any inquiry, on any vehicle (new or used) and shoot a quick 30 second - 1:20 video. On your smart phone. It's that simple. Introduce yourself, and create attachment for a customer - we are all human, and the minute we have connected with someone, we feel inclined to shop from them, as opposed to someone else. We make each one personalized speaking to each individual customer, and answering any question they had on the inquiry. After this, we do a quick highlight of a few key features that makes the vehicle unique, and that customers love (we always focus on infotainment!); we showcase the interior, exterior, and we will point out any vehicle blemishes. People love honesty, especially in today's car world, so we find this is something that our customers really, really love. We remind them of our location, our dealership name, and a contact number and voila! Video is uploaded, and sent across.
We know this works, because customers write back, and tell us! We are consistently getting praise for going above and beyond, and showing them videos!
"The sights and sounds in videos elicit emotional responses that text or still photos can't match" - Danielle Russell, Google's automotive industry director.
You want to keep it short, and sweet, yet create a story, and an engagement piece that connects with the customer. Anything longer than this? You actually run the risk of it being reported as spam, and getting tossed to someones junk mail.
Our video efforts have taken a lot of work, and at first, Product Specialists were incredibly resistant. Now, they are eager to engage, and know it's an every day expectation that they will be making multiple walk around videos per shift. The bonus of this? Hello increase in product knowledge! The minute they see the rewards, and begin reaping the benefits, you no longer have to tell them to do this - they just WILL. Plus when you give them the tools to do things in VR, and with a 360 camera, it becomes fun.
If you share these walk around videos on your ads, your store can actually go up in ranks! Google ads, and Facebook ads have more engagement with video, and more engagement = a higher reach. So the worst thing that can happen by placing a video in your ad? More people see it.
Lots of dealer groups pay to get videos shot, but why pay when you have lots of (let's be honest here) sales people flooding your floor with endless amounts of free time? Why don't you want your customers to engage with YOUR people and put a face to a name, instead of a generic video that is probably to sold to MULTIPLE dealer groups? The decision seems simple.
Are YOU using videos to sell cars?