Merchandizzle

Twitter: #DD11 #Merchandizzle

Merchandizzle: Presentation

TextMerchandizzle

Who is DealerKnows?

Merchandizzle: Joe Webb

Who’s this other guy?

Merchandizzle: Timmy James

Three quick questions.

Merchandizzle: Audience Participation

Single point or dealer group?

Pictures taken in-house or outsourced?

When is the initial advertisement with photo(s) created?

The big question:

Merchandizzle: Audience Participation

Who has sold a car to a customer who is more than 100 miles away?

Merchandizzle: Taking Pictures


Who should take the pictures?

Your Gang? Hired Gun?


Almost anyone can hold a camera.

Local high school

Honor student

Accountability

Multiple tasks

College scholarship

Sales Breakdown of Online Inventory Photos


Inventory Tool

Included with Inventory Tool


Timing is everything.

Merchandizzle: You’re Doing it Wrong

vs.

The Stockyard The Studio


Where to shoot.


In the stockyard.

SunShineChevyWe will brighten

Make sure you’re

advertising your brand


In the studio.

In front of dealer signage

Walk around

Natural lighting

On the lot

“Point and click” camera


Doing it a lil’ bit country...

High-resolution camera

Muslins

Studio lights (with soft boxes)

Painted floor/ceiling

Logos

Turntable


...doing it a lil’ bit rock & roll (or rap, yo).

Photos

Descriptions

Price

They’re not buying the steak...

Merchandizzle: What Sells

...they’re buying the sizzle.

Merchandizzle: What Sells

Merchandizzle: Photos

Merchandizzle: Study

Digging deeper.

20 Dealers from around the country

6,139 Vehicles

61,434 Photos

Real Transaction Data

Less than 10 pictures:52.03%<10 Pictures

(52%)

>25 Pictures(18%)Mediocrity

(30%)

Distribution.



What we found.

Going from less than 10 pictures to more than 25 pictures increased

leads and views by more than 30%

Going from less than 10 pictures to more than 25 pictures increased

inventory turn by 25%

It gets better.



What others have found:

Having just 11 pictures can increase page views by 175% and contacts by 127% versus having no

pictures at all

hint: more than six

Good Better BestCreate ad the day the vehicle is “for sale” on the lot at a minimum:

Create the ad the day the vehicle “arrives” on the lot:

Create the ad at the auction:

• At least 1 photo • Replace with more later• Custom vehicle description

• 20 to 25 photos • Auto-vehicle descriptions• Stitched photo video• Distribute/display same• day

• Detail• 25 to 35 photos• Custom vehicle descriptions• Live video walk-a-rounds• Distribute/display same• day

When it arrives on lot:

• Detail• 35 to 45 photos• Historical data description• Live video walk-around• Distribute/display same• day


How many?


the good

Merchandizzle: Photosthe bad

Wash me

Merchandizzle: Photosthe badthe ugly


Get creative.

Hey, this thing has OnStar and a sunroof!


What to take when you’re taking pictures:1. Passenger side, front ¾ shot2. Full front-on shot3. Driver’s side, front ¾ shot4. Internet Team holding their direct dial

phone number and names5. Passenger side shot (right pointing)6. Primary option/feature shot (e.g.,

sunroof, leather, heated seats…) with text

7. Back-end shot8. Dashboard shot9. Dealership showroom (with customers

being greeted)10. Picture of dealership exterior11. Full inventory picture12. Secondary options/features shot with

text13. Badge shot14. Additional option/features15. Odometer/dash close-up16. Driver’s side interior shot

17. Driver’s side interior shot of second row18. Trunk shot19. Wheel shot20. “Penny test” on tire21. Passenger side interior shot22. Climate/radio/center stack shot23. Center console shot (when available)24. Backseat shot taken from front seat25. Engine shot (if clean)26. Driver’s side shot27. Driver’s side, rear ¾ shot28. Passenger side, rear ¾ shot29. Driver’s side power seat controls shot (if

available)30. Passenger side power seat controls

shot (if available)31. Driver’s side interior door32. Close-ups of controls (automatic/

manual transmission, power windows/locks) start with options

33. Staff picture


One of these angles isn’t like the other...

hint: this one

Being different.



Wrong picture overkill.

Do you see some

redundancy here?


It’s not just for used.

vs.

Which one answers a question?

Which is less tangible?

craigslist

Merchandizzle: Listings


List on third party sites.

Calls to action galore:

34% more contacts


Maximize real estate on your site.

Calls to action:

Dealer brand

Value adder on vehicle picture

Third-party validation

DETAILED PRICE

Merchandizzle: Vehicle Descriptions

Standard features:

Unless it’s an El Camino, the majority of cars have

these things standard

Automated descriptions.


read: DealerKnows.com/automotive-storytellers


How we do it.

Paint a picture

Appeal to competitive nature

Use descriptive words

Only discuss options

GET CREATIVE


How you can do it.Shout-out to Mohegan Lake Audi

dlrkn.ws/DD11Mohegan


How not to do it.

Accord EX-L 2.4 . Be a VIP without a VIP price! Can you say, Ride in Style?! Set down the mouse because this beautiful 2008 Honda Accord is the luxury car you've been longing for. It is nicely equipped with features such as Accord EX-L 2.4 and 2.4L I4 DOHC i-VTEC 16V. Welcome to the A-list. Arrive in style with the Accord's bold lines and stunning good looks. Fashionably late has a new meaning. Edmunds.Com said, "...The Honda Accord offers an appealing combination of spaciousness, a relatively upscale feel and a reputation for reliability..." J.D. Power and Associates gave the 2008 Accord 4 out of 5 Power Circles for Overall Initial Quality Design. All Honda Certified Used Cars undergo a comprehensive 150-point inspection and come with a 12mo/12,000 mile limited warranty and a 7yr/100k mile powertrain warranty.

It’s a Honda, not an Aston Martin!

?

Merchandizzle: Vehicle Pricing

Save yourself (and the customer) the hassle.

Take out “call for price.”

A competitive price increased page views by 191% and

contacts by 263%

Merchandizzle: Vehicle Pricing

Merchandising increases visibility.

Use inventory to boost SEO

Crafting display-advertising content

Properly name image files

Properly name video files

Merchandizzle: Marketing

It’s all about conversion.

Where’s the beef?

Merchandizzle: Social Media


What not to do.

wow, shocking


What not to do.


What you CAN do.

Dealerships utilizing Facebook inventory tabs have seen

10% of their fans utilize the application each month

Merchandizzle: Video


Every car doesn’t need to be on YouTube...


...but some do.

Consumer expectations

Minimal investment

Secondary SEO benefits

Solidifies customer engagement


Text to speech

Human speech

Live walk-around

Video basics.


The testimonial description.

Merchandizzle: Next

Merchandizzle: Digital Assets

Time to go mobile.

91% of all U.S. citizens have their mobile device within reach 24/770% of all mobile searches result in action within 1 hour.88% of adults prefer text messaging over other forms of communicationIt takes 90 seconds for the average person to respond to a text message

Quick Response.


4 million people scanned QR codes in the month of June

Nearly 37% of users were in the coveted 25 to 34 age bracket

More than one-third of them had a household income of at least $100,000

Plus: 57% of Facebook and Twitter users haver scanned QR codes, usage is up 810% from last year, and it’s FREE!FREE


Frame it up.

Get ready for Q&A.

Merchandizzle: “...I’m a let you finish.”

Merchandizzle: Lil’ bit country , lil’ bit rock & roll

Joe WebbFounder and President

DealerKnows Consulting

DealerKnows.comVirtualDealerTraining.com847-456-5130

Twitter/zonewebbLinkedIn/josephwebb

Tim JamesAutoMotive

Merchandising Online

ammollc.com515-556-1465

Twitter/timmydjames

Merchandizzle: Finfin

Date post:	13-Sep-2014
Category:	Automotive
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