“Using video can increase sales by 20%”
A picture says more than a thousand words. But a video is even better, knows Rachel Price. The Marketing Director for UK company AutosOnShow discussed the impact of the use of video instead of pictures at the Remarketing Forum, on Tuesday 18 November in Hamburg. Her bold statement: “Using video on your [dealership] website can increase sales by 17 to 20%”.
Today's consumers are digital creatures. Moving images are a large part of their online experience. YouTube gets more than 1 billion unique visitors each month. Over 6 billion hours of content are watched on the world's most popular video channel – almost an hour for every person on Earth.
96% more likely
So it's critical that business gets their response to the new digital environment right. Some facts and figures provide valuable insight: “Take two images online, one a picture, the other the same image, but with a play button. Customers are 96% more likely to press the second image”, Price knows.
“While there is a need for tangible products such as print work, and despite the fact that video will never replace photography, it is a fact that video will drive more leads to automotive retail centres”. Moving images have several advantages: “Video increases vehicle transparency, brand credibility and trust with customers. It conveys a 'true vehicle view' quickly and effectively. Video also increases customer engagement on retail centre websites. The video format also is perfect for mobile devices, smart TVs and desktop viewing. Finally, it helps increase distance selling. In summary: it gives the customers what they want, when they want it!”
But even for vehicle retailers clued in to the commercial benefits of video advertising, some pitfalls remain. Video is not just a moving version of the still image. Some important peculiarities of the video format:
* The imagery needs to be consistent. Make sure you select the best vantage points to display the vehicle in its entirety and for its relevant parts.
* Get rid of unsightly backgrounds. Don't just shoot the video in the back lot of your dealership. Choose a clean, homogenous background – if possible with the logo of your company.
* Video can be used in a number of ways: as a personal/customer video ('How to'-instruction, thank you-message, appointment message, etc.), as a service video (to identify which maintenance work needs to be done when), and of course as vehicle video (helping you to build a virtual showroom that is open 24 hours a day).
Quoting a dealership group working with videos to promote their vehicles, Price gave an example of the wide-ranging effectiveness of video advertising: “A Sytner Group dealership using our personal video solution in Coventry sold a vehicle to a customer in Glasgow, over 480 kilometres away”.
Concluding the presentation, CEO Adam Price noted that the video format is not just useful as a B2C tool; it also has B2B applications: “Lex Autolease use a tool called AutoInspector, allowing them to reduce the average inspection time of returning vehicles from 25 to 8 minutes”.