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 | [email protected]
Tim James:
Integrated Video Marketing Strategies to Dominate Your Competition
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
We all know we need video...
Integrated Video Marketing Strategies to Dominate Your Competition
…we need to understand “why we need it” to develop the best strategy.
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
We all know we need video...
Integrated Video Marketing Strategies to Dominate Your Competition
INFORMATIONAL & EMOTIONAL VALUE
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
We all know we need video...
Integrated Video Marketing Strategies to Dominate Your Competition
Consumers Prefer Video Content…
…especially mobile users!
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
There are a lot of different types of video:
Integrated Video Marketing Strategies to Dominate Your Competition
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!
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
There are a lot of different types of video:
Integrated Video Marketing Strategies to Dominate Your Competition
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
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
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.
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 Information & Emotional Value that a video does!
Informational Value (THIS IS WHY THE CONSUMER LIKE THEM)
Emotional Value (THIS IS WHY MARKETERS LIKE THEM)
VIDEO
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Shopper To Contact You (Lead)
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.
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Shopper To Contact You (Lead)
INTEGRATE WITH OTHER CONVERSION WIDGETS!
USE GEO-TARGETING FOR SHOWROOMING!
USE RULE/BEHAVIOR BASED MESSAGING!
Add Even More Value To All Videos:
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Shopper To Contact You (Lead)
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!
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
Data-drivenCommunications
ConversionWidgets
Use Landing Pages for VDP Pages
Sell the Dealership!
Sell Yourself!
Sell the Car!
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Shopper To Contact You (Lead)
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:
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Who is already doing
Getting Shopper To Contact You (Lead)
REAL INVENTORY
VIDEOS?
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Examples:
Getting Shopper To Contact You (Lead)
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]
Start somewhere!
Getting Shopper To Contact You (Lead)
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)
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!
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
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!
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Lead Response Video Emails:
Getting Leads To Set An Appointment
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
VIDEO EMAILS?
PERSONALIZEDWALKAROUND
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Personalized Inventory Walkaround:
Getting Leads To Set An Appointment
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!
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
Data-drivenCommunications
ConversionWidgets
Use Landing Pages for Emails & Texts
Sell the Dealership!
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
GenericPERSONALIZED
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Leads To Set An Appointment
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
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Leads To Set An Appointment
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.
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
Data-drivenCommunications
ConversionWidgets
Use Landing Pages for Emails & Texts
Sell the Dealership!
Sell Yourself!
Sell the Car!
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Who is using BDC/Sales Person Lead Response Videos?
Getting Leads To Set An Appointment
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
VIDEO EMAILS?
LeadFollow Up
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
Getting Appointments to Show Up
Who is doing
VIDEO EMAILS?
AppointmentConfirmation
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]
BDC/Sales Person Video Email
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….
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.
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?
TIMMY JAMES | FLICK FUSION VIDEO MARKETING | CHIEF OPERATING OFFICER | [email protected]