Vehicle video walk-arounds have proven to be very effective at providing an emotional engagement that results in more automotive sales but as with any marketing medium, its success depends heavily on how they’re delivered. To get the most out of automotive video walk arounds, we recommend the following three keys to success:
- Good Production Quality – What a shame to have a great car and an engaging message, only to have it ruined by poor production quality. Poor pictures or computerized voice-overs absolutely detract from the message and completely derail any emotional engagement that might otherwise have occurred. To ensure good production quality, pay particular attention to the following:
- Good videos start with good photos. We recommend at least five photos per VIN (no stock photos as they can misrepresent the type, color or condition of the vehicle). Photos that are blurry, too light, too dark or have distracting backgrounds all detract from the video quality. Consider investing in equipment and an environment that ensures quality photos regardless of the weather or time of day.
- Pay attention to voice quality. Computerized voice is reminiscent of those annoying auto answer machines that are so difficult to navigate. Too often they suffer from wrong inflections wrong pronunciations and an annoying deadpan delivery. Insist in quality human voice talk tracks.
- Fast Production – in the auto business time is money and the sooner a video is produced, the sooner it will be attracting and engaging buyers. The producer of your videos should be able to turn them around within a day or two from getting the feed as long as the quantity and quality of the photos and the VIN-specific information is complete. Better feeds equal better videos delivered sooner.
- Complete Content – Selling your vehicle doesn’t begin and end with a list of specifications. The best sales presentations tell the unique story behind a specific vehicle which makes it stand out above the rest of similar makes and models on the market. The stories might tell of the one owner / quality of care history of the car; or the hard-to-find / in demand trim levels or color; or the safety ratings, efficiency or sportiness. These stories breathe life into the presentation and more than any other aspect of video walk-arounds, help create that emotional engagement.
Good, fast and complete, the three keys to success in automotive video walk-arounds begins with the dealer providing quality raw content in a timely manner and requires a leading video producer such as UnityWorks Media to process the content quickly and professionally. Undoubtedly it’s all worth it as the final result is more views, more leads, more conversions and more sales.
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