Transcript Getting a shopper to contact you (lead).

Integrated Video Marketing Strategies to
Dominate Your Competition
Timmy D. James
CHIEF OPERATING OFFICER
FLICK FUSION VIDEO MARKETING
Integrated Video Marketing Strategies to Dominate Your Competition
Tim James:
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 | [email protected]
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.
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Integrated Video Marketing Strategies to Dominate Your Competition
We all know we need video...
INFORMATIONAL & EMOTIONAL VALUE
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Integrated Video Marketing Strategies to Dominate Your Competition
We all know we need video...
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Integrated Video Marketing Strategies to Dominate Your Competition
There are a lot of different types of video:
Pre-Roll Video (SEM)
OEM Branding
Dealership Branding
Promotional
Department Introduction
Sales/Service Team Introduction
New Model Test Drive
Inventory Merchandising
Lead Follow Up
Service Department Upsell
Sales/Service Testimonials
NOTHING NEW!
YOU ARE ALREADY DOING ALL OF THIS
WITH PHOTOS & TEXT!
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Integrated Video Marketing Strategies to Dominate Your Competition
There are a lot of different types of video:
YOU USE VIDEO TO INCREASE THE:
INFORMATIONAL
&
EMOTIONAL VALUE
& CONSUMER PREFERS IT
Pre-Roll Video (SEM)
OEM Branding
Dealership Branding
Promotional
Department Introduction
Sales/Service Team Introduction
New Model Test Drive
Inventory Merchandising
Lead Follow Up
Service Department Upsell
Sales/Service Testimonials
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Integrated Video Marketing Strategies to Dominate Your Competition
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…
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Integrated Video Marketing Strategies to Dominate Your Competition
Today we are going to focus on three of your most important Low Funnel KPI’s:
High Funnel
Mid Funnel
Low Funnel
Getting a shopper to contact you (lead).
Getting a lead to set an appointment.
Getting an appointment to show up.
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Integrated Video Marketing Strategies to Dominate Your Competition
Getting Shopper To Contact You (Lead)
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
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
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Shopper To Contact You (Lead)
Dramatically Improve Your Presentation Layer (VDP Pages) With
Nothing delivers the
VIDEO
Information & Emotional Value that a video does!
Informational Value (THIS IS WHY THE CONSUMER LIKE THEM)
Emotional Value (THIS IS WHY MARKETERS LIKE THEM)
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Shopper To Contact You (Lead)
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.
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Shopper To Contact You (Lead)
Add Even More Value To All Videos:
INTEGRATE WITH OTHER CONVERSION WIDGETS!
USE GEO-TARGETING FOR SHOWROOMING!
USE RULE/BEHAVIOR BASED MESSAGING!
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Shopper To Contact You (Lead)
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!
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! -
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Shopper To Contact You (Lead)
Integrated Video Strategy:
Data Push to CRM or other vendors
Use Landing Pages for VDP Pages
Data-driven
Communications
Sell the Dealership!
Conversion
Widgets
Sell Yourself!
Sell the Car!
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Shopper To Contact You (Lead)
The integration is another reason that you
MUST HAVE the Stitched Photo Videos
at a minimum just to compete!
Most stitched photo videos:
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
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Shopper To Contact You (Lead)
Who is already doing
REAL INVENTORY
VIDEOS?
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Shopper To Contact You (Lead)
Examples:
Woody’s
Klick Lewis
Gibson Truck World
The ad with the highest level of Informational & Emotional Value wins!
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Shopper To Contact You (Lead)
Start somewhere!
Papa’s Dodge
Tynan’s Nissan
Jim Hudson
The ad with the highest level of Informational & Emotional Value wins!
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Shopper To Contact You (Lead)
There is no “half way” when it comes to merchandising your inventory!
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!
The consumer expects it!
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Leads To Set An Appointment
Now that we are getting more leads…
Let’s get more of those leads to
“RE-ENGAGE” us
and make an appointment!
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Leads To Set An Appointment
Lead Response Video Emails:
Personalized Inventory Walkaround Video
BDC / SALES PERSON VIDEO
Generic
Personalized
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Leads To Set An Appointment
Who is doing
PERSONALIZED
WALKAROUND
VIDEO EMAILS?
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Leads To Set An Appointment
Personalized Inventory Walkaround:
Why they “don’t” get used more often:
If not using a mobile app:
CHECK OUT THE KEYS
UPLOAD THE VIDEO TO VIDEO HOST*
WALK OUTSIDE AND FIND THE CAR ON THE LOT
GRAB THE URL/HTML*
PULL THE VEHICLE OUT
EMBED VIDEO URL/HTML INTO THE
SHOOT THE WALKAROUND
EMAIL TO SEND*
PARK THE CAR BACK IN THE LINE
WALK BACK INSIDE
CHECK IN THE KEYS
CAN BE A VERY TIME CONSUMING PROCESS!
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Leads To Set An Appointment
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!
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Leads To Set An Appointment
Integrated Video Strategy:
Data Push to CRM or other vendors
Use Landing Pages for Emails & Texts
Data-driven
Communications
Sell the Dealership!
Conversion
Widgets
Sell Yourself!
Sell the Car!
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Leads To Set An Appointment
BDC/Sales Person Video Email
Generic
PERSONALIZED
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Leads To Set An Appointment
BDC/Sales Person Video Email
GENERIC: Example
Pre-record multiple versions of typical lead responses
Don’t say shopper’s name
Different videos for different lead “types”
Different videos referencing “time of day”
Upload the videos to your “host” to generate a URL
YouTube is free but you don’t get tracking or integration
Create multiple templates in your CRM embedding the pre-recorded videos
Day One Follow Up
Day Two Follow Up
Follow Up Email One, Two, Three…
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Leads To Set An Appointment
BDC/Sales Person Video Email
Personalized:
Shoot video from Smartphone or any video camera
Upload to video host
YouTube is free but you don’t get the tracking or integration
Extreme liability if anyone forgets to mark a YouTube video private
Create templates in CRM and embed video URL on the fly
Take longer than “Generic” but carry more
INFORMATIONAL AND EMOTIONAL VALUE.
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Leads To Set An Appointment
BDC/Sales Person Video Email
Data Push to CRM or other vendors
Use Landing Pages for Emails & Texts
Data-driven
Communications
Sell the Dealership!
Conversion
Widgets
Sell Yourself!
Sell the Car!
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Leads To Set An Appointment
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!”
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Leads To Set An Appointment
Who is doing
Lead
Follow Up
VIDEO EMAILS?
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Appointments to Show Up
Who is doing
Appointment
Confirmation
VIDEO EMAILS?
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Appointments to Show Up
BDC/Sales Person Video Email
Make it personal!
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….
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…
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Integrated Video Marketing Strategies to Dominate Your Competition
To compete as an Online Marketer, you MUST invest the Time &
Resources necessary to have GOOD online ads for your inventory.
DOMINATE
To
as an Online Marketer, you MUST invest
the Time & Resources necessary to have THE BEST online
ads for your inventory.
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
INTEGRATED VIDEO MARKETING STRATEGIES TO DOMINATE YOUR COMPETITION
Thank you!
QUESTIONS?
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]