I'm still on the fence with this one. Since I built/host our site in-house, I've toyed with the idea of doing this before.
What it boils down to is this: if they like the car and it's features, are they really more likely to convert to a lead by the use of video? It doesn't show/tell them anything that isn't already said in plain old html and still photos.

In my other internet marketing endevours, video works because it halts the 'skimmers' in their tracks - your copy has a much better chance of being communicated.
But is this really a problem with a dealership website? I just can't see it being anything more then a cool factor when it's applied to inventory.

I believe video is where it’s at. Just as a test, and with the Boss’s permission, I placed a spot on one of the less known video sites. This due mostly to all others are blocked from our company’s system. I’m sure with very good reason. Within a few weeks, over 100 times people watched the T.V. ads I posted. Not bad for the amount of money we spend to have play on our local cable company. The price we could not beat, free… Well that has opened all kinds of doors to Video our Sales Staff, specialty cars, and that’s just the beginning. Next will be a virtual tour of our Dealership, inside and out. No need for expensive programs, or equipment. Just a creative side, and always, and I stress always, in a tasteful professional manner. You can check out one of our sites @ www.veoh.com/videos/v1299621q6knTHe9?searchId=767582285834557119&rank=1.

Don't overlook one of the most powerful aspects of video-social networking. Once you have posted a testimonial video-ask your customer to link it to their MySpace page. That is exactly what happened with this woman:


The result-more than 868 views and at least 20 direct links by her friends on MySpace. She has since changed her video. Still, this was a great way to get referral traffic and we are encouraging others to do the same.

Shaun- Great subject, my compliments. Video is the future. Regardless of how it goes up on the dealer site, live action, streaming video like Mike Parsons provides, or the generic rovion characters, it is what catches the eye.
I think it is paramount for dealers to explore to get it up on their sites. Shaun's recommendation is very sound. EK point is very valid as well. It's going to take an energetic e-commerce guy at the dealership to make it happen.
Anymore, I think its a must instead of a need.

When using video your customers can see your product and hear you. This can give them the little something extra that will gain their trust and make the sale. You will be speaking directly to your potential customers through an online video that nearly anyone can view and listen to. Make sure your pitch is friendly, interesting, believable, and gives the customer that last thing they need to trust you and your online business so they will purchase your product.

You do not need to do this for every car but if a car been on your lot for 100 days you need to do something. Some say if a car is a hot item then it will sell anyway. This is true, however if you feature it in video with a nice audio presentation jump the asking price $500.00 and sell the vehicle in two days rather than 6, do this 10 times a month plus add a little pizzazz to your dealer image and web site is it worth it? I guess the answer is, how hungry are you?

Create your own product demonstration video to show users how your product works, why your dealership is better, the service advantage ETC..

Use videos to entertain and interest your website visitors so they return to learn more about you and your dealership..

Use video sharing websites IE You Tube ETC to help your business increase sales.

Brand your store/owner/specialty ETC. Dealers spend thousands on TV/radio and think nothing of it, they are also charged each time it runs. The beauty of the website is you can run the same commercial a thousand times and it only costs you the initial cost.

Besides adding videos that people can watch on your own website you can also submit your videos to video sharing websites to increase your marketing and promotional efforts.

Here are some websites you can submit videos to:

Google: https://upload.video.google.com/

You Tube: http://www.youtube.com/group/popsearch07

There are a number of industries and websites that service specific markets, IE realtors, eBay, Craig's list, try to find websites with your specific business niche so you can better reach your target market with videos.

I think an important thing to remember is the fewer dealers in your area that use the new technology the better it is for the few that are embracing it. That is the market advantage you have as well as the cost advantage as many are still "blowin the money out the same tailpipe" as they say.

It is interesting to see some of the sites in Korea and what they are doing with this video imagery. You can see this on some of the more advanced OEM websites as well.

There is a whole new industry building on the horizon.

Until we see major third parties actually accepting videos for inventory... it is not going to make much headway... then who knows... AT might up the price by 300% to kill this from even taking off...

I guess I forgot to mention those 10% who are willing to take the time and do those videos will see fantastic results. The videos we use are definitely just a picture slideshow but the key is that the audio discusses 6 or 7 features that make the car stand out.

As for the uphill battle of moving away from the "old school", I'll be fighting it with you. I have guys who are measuring their cost per contact and cost per sale of many different mediums and guess what the results were?

You have cost per contact numbers in the hundreds and thousands for the traditional means of advertising while Internet remains under $30. "But newspaper draws tons of walk in customers we can't track" Very true but guess what, the same thing is happening with your Internet customers and that is if you are tracking phone calls from your website.

Shaun, all we can do is keep collecting data that shows how effective it is and presenting against the data from traditional advertising.

While I appreciate EK's comments and CS seconding his opinion, I'm not willing to give up on dealers that still think the newspaper is more valuable than the internet. I'll carry the torch and speak until my voice gives out that dealers in love with the past (newspaper, radio, TV, showroom traffic, bait and switch, manipulate, control, intimidate and so on...) are doing nothing more than treading water, waiting to drown.

EK, you make a great point in the fact that most car sales people don't have interest and don't dedicate time to the things that would help their internet efforts. Most of them will simply wait for apples to fall off the tree instead of making the effort to actually pick some from the branches.

I work with dealers that are making their own videos and selling cars because of it. Remember that I'm encouraging a simplistic, quick and easy way to put someone in a vehicle "virtually." It's actually just as easy as adding enhanced details to vehicles and a lot more fun.

There's no future in the past for car dealers, so I'll keep encouraging progression even if it's an up-hill battle. Helping dealers find new ways to do business the way they've always done business is not really helping dealers.

With encouragement and hope!

I think some dealers out there are starting to get it right. Video testimonials are a great idea. Website videos should be interesting and helpful to the user. Why waste time watching moving car images when you could be gazing into your screensaver photo stream instead? Lets see videos about choosing the perfect new car, meeting the staff, past customers, vehicle maintenance, your sales team showing a user why the new BMW is that HOT. I wrote a brief blog post about Acton Toyota and their use of video available at:

dealerreview.blogspot.com/2007/10/using-video-to-give-your-website.html.

These guys have the right idea and would have my business if I wasn't saving up for a spaceship.

I agree with EK. It's not that there is "something wrong" with video, it's just not worth the time yet.

Back in July of this year, one of Jeff's Monday Refreshes discussed hotswap dot com, the video car classifieds site. Although the site has had a make over since then, I haven't seen or heard anything else about it.

I put lots of TV commercials on dealer websites and zero vehicle-specific videos.

"Make your own videos"

I can honestly say that only 10% of the clients I have create custom comments for their vehicles and now your going to ask them to make their own videos?

Not gonna happen. At least in this decade.

It would be great if they would create their own but the fact of the matter is Internet still doesn't have the same rep as newspaper so until that happens, time devoted to Internet will remain minimal.

A lot of people are starting to put video on their website
Much more visually interesting and captures the attention right away
Here's an interesting website that uses video right away when you click on the link and also has a bunch of examples of how videos are being used by businesses with websites
www.tvwebpro.com

A lot of people are starting to put video on their website
Much more visually interesting and captures the attention right away
Here's an interesting website that uses video right away when you click on the link and also has a bunch of examples of how videos are being used by businesses with websites
www.tvwebpro.com

Couldn't agree more, Shaun. While video usage is still over the horizon for our niche market, I do think it can benefit the dealers that are able to invest the time/money into it, but if they're going to do it, DO IT RIGHT. Still shots that are "animated" with panning, zooming, etc. really serve no purpose. I think it's another one of those things that some dealers want for the "cool" factor, but that cool factor wears off pretty quick IMO.

The post I saw that called it as he saw it had a name on it and it wasn't anonymous.

And it dissappeared. Funny how that happened.

Very well said, Erica. And in case anyone is wondering, ESAP is the Elite Society for Automotive Professionals. It's for the cool kids. And Sean, you are invited to join anytime. Don't worry, Mr. Anonymous Post Person won't be there

Hey Ash - thanks for the shout out. Kinda random, but appreciated.

This whole string is sad. Single tear. I concur with Ashley on not saying anything, but I can see Sean's frustrations with someone claiming that without x number of years, how can you do x? Age and wisdom are but numbers and opinions. Look at Mozart, Beethoven, Mark Zuckerberg, JFK, Kevin Rose, Larry Page, Sergei Brin, George Washington, Albert Einstein - none of them had 50 years experience in anything when they had some of the greatest accomplishments of their lives and I would certainly pay to hear them speak and heed their advice. I mean Kennedy slept with Marilyn Monroe - what guy would not pay to get womanizing advice from him? (that was a joke - he was hot, rich and powerful so I guess that is not really advice. I coulda told you that hot, powerful, rich guys can get just about anyone for free and I have never even been a hot, powerful, rich guy!!)

Not one of Joe Verde's trainers has 50 years experience nor did he when he begun. Who else? Grant Cardone and Paul Cummings - neither with 50 years. In fact, I probably wouldn't go see any of them if they did...not gonna lie, young, energetic dynamos are pretty standard in the world of training (in any industry) . What made these people some of the most successful trainers in the industry? My guess they are the same things that make Shaun successful - passion, understanding, the desire to help, patience, energy, and experience. It doesn't have to be 50 years or even 10 years for that matter...heck, professors only have to go through 8 years of school before they can teach (and sometimes they can even start with only a masters), so why should the car business need to give 50 years?

I am sure you were just using 50 as an example and we are throwing that back a little over-zealously, but similar to your use of the number - it adds a little oomph to your argument and even more to the counter-argument. I don't think at any point Sean said the phrase "I know everything and will never learn more and until the end of time, my current philosophies will remain accurate and applicable" Everyone knows things change and that as time drags on, the face of business will change, as will our methods and tactics, yet this does not mean that no one should try to share with others what has him/her and others to be successful. And if I had to guess, as Sean's business evolves, he includes more and more examples of other people's successes and innovations versus only his own experiences.

And bad form to anonymous post person. Kershner totally voted you off the island. You are so not invited to join ESAP.

And one more thing!!!!!

Please have visual of tough black chick (me) shaking her head from side to side...

in reference to this...
I own their names... their URLs... How can you be a national "expert"... teach dealers Internet sales and your technology is ghetto and you can NOT even secure your own Name or PMA?

Why his technology gotta be ghetto? You da one talkin bout Bentleys and Cristal. Sh-t...

Ouch! Personal attacks may not be the way to go here, and sometimes the best defense is to say nothing. I know you Sean. You seem to be doing well for yourself. Should have probably left it at that. We all know that it's pretty easy to pay to play for the covers of the mags. Name dropping is never good although you redeemed yourself in my book with the Greek system plug.

Btw in case anyone is interested, I am 5"11, 138 pounds, a Kappa Alpha Theta. I've been on some panels and some covers too. And I have the utmost respect for this gal Erica. Tall like me. Kappa Kappa Gamma though...

Sean Bradley is a good guy who has a ton to offer in the space. This thread has no purpose and again folks with no history start this stuff.

It is important that all voices be heard and all opinions be respected. I personally know of stores that Sean has trained that are seeing double-digit increases in sales. Is he for everyone? no, but none of us are.

Keith

Chuck,

Since when has a person's level of knowledge, or level of comprehension for that matter, been based off of physical appearance? "Judging a book by its cover"? Isn't that a little ignorant on your behalf? For someone with so called 50 years of car experience and a person claiming to have a lot of Internet knowledge, one would think that you would at the very least know how to punch www.google.com into the Internet tool bar and do your research before just writing the first comment that pops into your mind. And you teach Internet sales?? Wow, I pitty your students. When it comes to the ability to understand a variety of topics and information, I hate to break the news to you Chuck, but we are NOT all created equal. Some people are just born with a natural gift, it is innate. Just because it has taken you 50 years to comprehend what Sean Bradley knows in 10, you should not pass judgement. That is why HE is the expert and YOU are NOT. I have heard time and time again from Sean's OWN direct competitors, that there is no one else like Sean Bradley. He is the "real" deal. There is no need for me to repeat all of Sean successes, but sir if you are so good at Internet Sales, why have I not heard of you? When I googled your name, you were no where to be found. Maybe you should take one of Sean's classes. I am sure he can teach you a thing or two.

By the way, who are you? What have you done with Internet Sales? Have you ever been on the cover of a magazine, or even written for one? If you are going to talk, spill it.

Lastly, It sounds to me like you are saying that every car person that has 50 years of experience like you, knows EXACTLY what you know, nothing more, nothing less. Let's hope not, because from the sound of things, you don't seem to be too intelligent. Get your head out of the clouds and try putting it into a book.

Chuck,

Sorry for the delayed response. I just concluded another successful Internet Sales Bootcamp with NCM & Associates... www.internetsalesbootcamp.com

Lets get right to it... I am 5'5", about 145 pounds, 31 years of age, engaged have a 6 year old, an 8 year old step daughter and a little boy on the way. ARMY ROTC & Reserves, Rider University, Zeta Beta Tau University (Russian Major).

why you ask...?

I have been doing automotive Internet sales and BDC for almost 1/3 of the time I have been breathing air on this earth.

I started also selling cars on the front lines, I was salesman of the year... I was averaging 28-35 units a month. A lot of people are full of shit and say whatever... well, I worked at Weisleder Lincoln Mercury Mazda in Brick NJ, Call and verify the Owner’s name is Taylor Weisleder and the GM, is Jeff Baymond.
From there, I got scooped up by a dealer group called Pine Belt, Kia, Nissan and Cadillac dealership... I took them from 20 units a month to 110 units a month and i am talking about on the Internet. Couple of years later, I did it again at Cherry hill Nissan. I took a single point dealership from 27 units to 100 units a month online.

I was making close to $200,000 a year but wasn't satisfied, I decided to launch my first company, Dealer Synergy about 4 years ago.

I secured a 4 year contract with Dealerskins as their EXCLUSIVE NATIONAL training company...

Since then I have:

* Been contracted by numerous NATIONLAL automotive vendors like Carsdirect, AVV Webcontrol, Interactive Financial Marketing Group... just to name a few. I have trained these companies... everything from their executive teams, their CS teams, sales teams and even their technology teams. Verifiable.

As a matter of fact, please feel free to reach out. But don't ask a front line local rep, it might be above their pay grade. The President of AVV is ED Braunbeck... by the way, Dealer Synergy is the OFFICIAL North East training company for them now

The President of Interactive Financial is Travis Weisleder, as for Carsdirect the two senior VP's that I work with are Ken Potter and Josh Evans. I have trained over 40 outside sales reps for Carsdirect and I do all of their national training through our Synergy Sessions... www.synergysessions.com

As for Dealerskins, the founder of the company... Michael Wynns is one of my closest friends in the world and one of my mentors... his contact info can be supplied upon request. Michael is now an owner of Visible Customer (Which I plugged him in with those guys by the way).

* I write for about 9 national publications... www.dubisgroup.com/synergy - those are just some of my articles

* Was the featured attraction for Trader Publishing at NADA 06
* featured attraction for IFMG NADA 07
* Presenter at the first AAISP, multiple sessions
* General Assembly speaker at the 07 AAISP.... and as a matter of fact, my session was so packed, people could NOT even fit into the room. I had to create another session for the people who could not FIT into my room!
* Dealix voted best of the best 06, 07 and every other coming year
* JP Power expert speaker for the 07 round table
*NADA 20 group speaker

**** And the best one... I am the creator of the NCM / Dealer Syenrgy Internet Sales Bootcamp.

If you have really been in the car business for 1/2 a century, then you know who NCM is... if not www.ncm20.com

They are the Bentley, Cristal of 20 groups...

I have spoken at over 34 20 groups in the last 6 months and conducted 3 bootcamps...

My bootcamps cost approximately $3,000 and we People pay me $150,000 and fly all over the country to hear me talk about Automotive Internet Sales & BDC. In the 60 years that NCM has been in existence, my bootcamp, that i have created and that I am the instructor is their most profitable and highest attended... EVER

* I have been on COVER after COVER... My clients have been on COVER after COVER of automotive sales magazines...

* Nelson Mazda.... Cover of Digital Dealer Feb. 2007, I took them from 7 unts to 80 online (when the article was written, they were at like 54...they have since made it over 80).

*Peruzzi Toyota on the Cover of Auto Dealer Monthly... yup, just last month...30 units - 107 ONLINE!!!

Besides that...

All of these so called Internet trainers and consultants... if you ad up all of their clients and revenue... Still don't equal what Dealer Synergy is doing.

I own their names... their URLs... How can you be a national "expert"... teach dealers Internet sales and your technology is ghetto and you can NOT even secure your own Name or PMA?

**** Did I mention I do this in 3 countries...

* All over the US... that means Hawaii too (I have two dealers there).

*Canada

*Russia, I have been working in Russia for the last 5 years... as a matter of fact, I took the former CEO of Dealerskins and his wife to Moscow not to long ago for a couple of weeks...

*** I hope I have cleared things up for you. And before you assume anything you should do a little research, you are on Dealer Refresh... I would think you could have taken a second to Google some info...

I have worked incredibly hard to get to where I am in life. Anyone that even knows me a little will tell you I am the realest person you will ever meet.

I am not corporate... nor do I want to be I am a car guy, bottom line. this is what I know and love.

If you want to have a man to man conversation with me, you can reach me on my cell 856-264-0564.

Sean V. Bradley-

Mr Bradley:

I don't know your credentials but judging from your appearance you seem to be in your late 20's or early 30's. Based upon that, what makes you think you can speak with any authority about the auto business. I have been in it for 50 years, starting as a salesman all the way up to owning multiple dealerships. I have taught selling and internet sales and each and everyday I learn something new. And if vendors and consultants are possible hypocrites, do you fall under that catagory?

Chuck Price

I go back and forth on AutoMart.

I just left a Ford dealer where I was a one man team (right before I left they had added another guy to do Kia) so I wanted to use the money they spent on AutoMart on more leads. It DID generate a lot of calls but mostly they were "get-me-done's" (our average credit score was about 680) cherry picking the old units we advertised (in the paper media) some emails with a low response rate (to my emails back) on the web side.

I'm now at a Chevy dealer where we're using the free stuff we get from dealer specialties but I haven't had time to get to them on the list. I'm still bulking at paying about $4200 for 8 to 10 leads from AutoTrader.

My GM has the contract on his desk now to purchase some leads from Dealix. I had poor luck with them at the rural Ford Dealer but I'm willing to try them (for FREE) at a suburban Chevy dealer. They're running a special in our market for first month free (up to $1000). Hopefully he'll sign today so we get the free month. I'm going to at least try buying leads since combining Cars.Com and Autotrader last month got me about 30 leads (including printed maps, phone calls and everything).

Sorry about going off topic a bit...

Rob Ernst

Superior Chevrolet
Internet Sales Manager

Mobile: 513-200-5025
Direct: 513-354-3206
Showroom: 513-541-3300
eFax: 513-554-2942