Integrated Video Marketing Strategies to Dominate Your Competition Timmy D. James CHIEF OPERATING...

transcript

Integrated Video Marketing Strategies to Dominate Your

CompetitionTimmy D. James

CHIEF OPERATING OFFICERFLICK FUSION VIDEO MARKETING

COO of Flick Fusion Video Marketing

15 years in Automotive

Presented at every DD Conference (-1)

Author of numerous Online Merchandising & Sales Process articles

Introduced “video” into my merchandising strategies as early as 2002

No Selling! There are a lot of video companies exhibiting. We aren’t.

TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | t.james@flickfusion.com

Tim James:

Integrated Video Marketing Strategies to Dominate Your Competition

We all know we need video...

…we need to understand “why we need it” to develop the best strategy.

INFORMATIONAL & EMOTIONAL VALUE

Consumers Prefer Video Content…

…especially mobile users!

There are a lot of different types of video:

Pre-Roll Video (SEM)OEM BrandingDealership BrandingPromotionalDepartment IntroductionSales/Service Team IntroductionNew Model Test DriveInventory MerchandisingLead Follow UpService Department Upsell Sales/Service Testimonials

NOTHING NEW!

YOU ARE ALREADY DOING ALL OF THISWITH PHOTOS & TEXT!

There are a lot of different types of video:

Pre-Roll Video (SEM)OEM BrandingDealership BrandingPromotionalDepartment IntroductionSales/Service Team IntroductionNew Model Test DriveInventory MerchandisingLead Follow UpService Department Upsell Sales/Service Testimonials

YOU USE VIDEO TO INCREASE THE:

INFORMATIONAL&

EMOTIONAL VALUE

& CONSUMER PREFERS IT

High funnel KPI’s are very important…

You DEFINITELY want your branding videos…

You DEFINITELY want Pre-Roll Videos to drive traffic to your website…

You DEFINITELY want your VSEO from your model comparison and test drive videos…

But these are generally “traffic related” video…

High Funnel Mid Funnel Low Funnel

Today we are going to focus on three of your most important Low Funnel KPI’s:

Getting a shopper to contact you (lead).

Getting a lead to set an appointment.

Getting an appointment to show up.

Getting Shopper To Contact You (Lead)

Videos on your VDP Pages:

This is your online presentation layer and should be your #1 priority!

This is just like when you have a shopper standing in front of a vehicle on your lot! You have an opportunity to say anything that you want to say to that shopper, standing in front

of your vehicle. What are you currently saying?

You should accept nothing but excellence.

You get more visitors to your online dealership in one (1) day than you get to your lot in an

entire month!

You have least amount of control of (VDP)

Generally gets the least amount of attention and effort

Dramatically Improve Your Presentation Layer (VDP Pages) With

Nothing delivers the Information & Emotional Value that a video does!

Informational Value (THIS IS WHY THE CONSUMER LIKE THEM)

Emotional Value (THIS IS WHY MARKETERS LIKE THEM)

Many “stitched photo” providers have features that add Informational & Emotional value to their automated videos.

Adding both Informational & Emotional value that a static page just will not deliver.

Start With Stitched Photo Videos:

Many “stitched photo” providers have features that add Informational & Emotional value to their automated videos.

Adding both Informational & Emotional value that a static page just will not deliver.

INTEGRATE WITH OTHER CONVERSION WIDGETS!

USE GEO-TARGETING FOR SHOWROOMING!

USE RULE/BEHAVIOR BASED MESSAGING!

Add Even More Value To All Videos:

Data Integration:Soon you will be able to pass your viewer data in “Real-Time” to your CRM to match with your CRM Data & receive Real-Time alerts.

Joe Smith is on Cars.com watching one of your videos right now…

- CALL HIM NOW! -

One of the advantages of video is that nobody wants to “host” the video!

This allows you to generate DYNAMIC CONTENT via your videos in REAL-TIME!

Even stitched photo videos have greater Informational & Emotional value!

Integrated Video Strategy:

Data Push to CRM or other vendors

Data-drivenCommunications

ConversionWidgets

Use Landing Pages for VDP Pages

Sell the Dealership!

Sell Yourself!

Sell the Car!

MUST HAVE the Stitched Photo VideosThe integration is another reason that you

Carry a 70% to 75% completion rate

Increase time on site by as much as 20%Increase conversion rate as much as 20%Use Integration to increase value of videos

at a minimum just to compete!

Most stitched photo videos:

Who is already doing

REAL INVENTORY

VIDEOS?

Examples:

Woody’s

Klick Lewis

Gibson Truck World

The ad with the highest level of Informational & Emotional Value wins!

Start somewhere!

Papa’s Dodge

Tynan’s Nissan

Jim Hudson

The ad with the highest level of Informational & Emotional Value wins!

The consumer expects it!

To compete as an Online Marketer, you MUST invest the Time & Resources necessary to have GOOD online ads for your inventory.

To DOMINATE as an Online Marketer, you MUST invest the Time & Resources necessary to have THE BEST online ads for your inventory.

You must start working on your process NOW!

There is no “half way” when it comes to merchandising your inventory!

Getting Leads To Set An Appointment

“RE-ENGAGE” us

Now that we are getting more leads…

Let’s get more of those leads to

and make an appointment!

Lead Response Video Emails:

Personalized Inventory Walkaround Video

BDC / SALES PERSON VIDEO

Generic

Personalized

Who is doing

VIDEO EMAILS?

PERSONALIZEDWALKAROUND

Personalized Inventory Walkaround:

Why they “don’t” get used more often:

CHECK OUT THE KEYS

WALK OUTSIDE AND FIND THE CAR ON THE LOT

PULL THE VEHICLE OUT

SHOOT THE WALKAROUND

PARK THE CAR BACK IN THE LINE

WALK BACK INSIDE

CHECK IN THE KEYS

If not using a mobile app:

UPLOAD THE VIDEO TO VIDEO HOST*

GRAB THE URL/HTML*

EMBED VIDEO URL/HTML INTO THE EMAIL TO SEND*

CAN BE A VERY TIME CONSUMING PROCESS!

Personalized Inventory Walkaround:

With an Integrated Strategy you can take an existing Inventory Video (stitched photo or real video) and simply re-record a personalized audio message over the existing video.

Create new video and have it emailed out in less time than it takes to check out the keys and find the vehicle on the lot … and you can leverage all of your other conversion widgets and videos!

Integrated Video Strategy:

ConversionWidgets

Use Landing Pages for Emails & Texts

Sell Yourself!

Sell the Car!

BDC/Sales Person Video Email

GenericPERSONALIZED

BDC/Sales Person Video EmailGENERIC: Example

Don’t say shopper’s name

Different videos for different lead “types”

Different videos referencing “time of day”

Pre-record multiple versions of typical lead responses

YouTube is free but you don’t get tracking or integration

Upload the videos to your “host” to generate a URL

Day One Follow Up

Day Two Follow Up

Follow Up Email One, Two, Three…

Create multiple templates in your CRM embedding the pre-recorded videos

BDC/Sales Person Video EmailPersonalized:

YouTube is free but you don’t get the tracking or integration

Extreme liability if anyone forgets to mark a YouTube video private

Upload to video host

Shoot video from Smartphone or any video camera

Create templates in CRM and embed video URL on the fly

Take longer than “Generic” but carry more INFORMATIONAL AND EMOTIONAL VALUE.

ConversionWidgets

Use Landing Pages for Emails & Texts

Sell Yourself!

Sell the Car!

Who is using BDC/Sales Person Lead Response Videos?

Generic? PERSONALIZED?RULE 1: Use the word “video” in the subject line!

Emails with the word “video” in the subject line have significantly higher open rates.

RULE 2: Don’t give away too much info in the email body or the video.

The call to action of the email body is to watch the video.

The call to action of the video is to “call me!”

Who is doing

VIDEO EMAILS?

LeadFollow Up

Getting Appointments to Show Up

Who is doing

VIDEO EMAILS?

AppointmentConfirmation

Getting Appointments to Show Up

Make it personal!

Remove any remaining fears…

Sell the awesome experience they are going to have at your store…

Reinforce any incentives that you’ve offered for the test drive…

Hello Sue, this is Tim James from ABC Motors…I’m looking forward to seeing you this afternoon at 2PM. I wanted to let you know that I’m making sure that the 2015 Ford F150 Super Crew that you are stopping in to test drive is looking great for you…and I will have a cold bottle of water waiting for you when you get here. Or shoot me a quick message if you would like a nice cold Coke, Sprite, Mountain Dew, Pepsi, or something else instead…you name it and I will have one here waiting on you. I also wanted to re-iterate that this is a No Obligation visit and….

To compete as an Online Marketer, you MUST invest the Time & Resources necessary to have GOOD online ads for your inventory.

To DOMINATE as an Online Marketer, you MUST invest the Time & Resources necessary to have THE BEST online ads for your inventory.

INTEGRATED VIDEO MARKETING STRATEGIES TO DOMINATE YOUR COMPETITION

Thank you!QUESTIONS?

Integrated Video Marketing Strategies to Dominate Your Competition Timmy D. James CHIEF OPERATING...

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