Should you use online videos to increase traffic to your Web site thereby allowing customers another way to learn about your inventory?
The following data suggests the answer to that question.
A Kelsey Group study done in 2008 states that 33% of car dealers took advantage of automotive videos and 59% had plans to use video as part of their marketing plan on their Web sites some time during the next twelve months. 46% of dealerships were setting goals to decrease monies spent on ‘traditional media’ within the next that next year but only 8% planned to cut online marketing expenses.
As the trend for monies spent on car dealership advertising shifts to online media, making a marketing budget that includes the ‘thought out usage’ of these videos is a good strategy. While the data shows dealerships are moving in this direction the question remaining is does this strategy pay off in attracting customers? The answer to this question appears to be yes.
Customers like videos which can’t be denied when citing the popularity of YouTube. The National Marketing Manager of GM’ certified used autos adheres revealing Web sites with videos grant more customer initiated phone calls and e-mails than do Web sites not offering this service.
A quick scan of all the major auto makers’ Web sites shows the use of videos to woo and educate consumers about the models under their brand.
What types of videos are best to get a customer or potential customer’s attention? Any positive feedback is good such as customer testimonials, videos of all-new and redesigned models.
Videos that pinpoint features of vehicles that certain demographics will appreciate, video test drives to show off the brand’s flagship even if the customer ends up with an economy model — cars are about future dreams at times, educational videos, popular TV commercials, dealership messages to the customer base, clips shot in the service shop and videos that are auto news worthy.
The video that will appeal to your customer base and potential customer base takes into mind the region in which you serve and how each demographic responds to the models you offer taking care to showcase features that will entice the customer phone call, email, or stop by for a test drive.
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