Auto Dealer Monthly Magazine is the daily operations publication serving the retail automotive industry. This automotive publication serves dealer principals, officers and general managers with the latest best practices.
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©ISTOCKPHOTO.COM/LABSAS but it will ofer the highest return in conversion. In the "consideration" stage, we seek information to support the purchase decision. Here are several steps you are likely to take in your search for a Nikon: • Search for information online • Read — and attempt to comprehend — the manufacturer's technical information. • Watch "unboxing" videos made by other buyers. • Seek reviews and "acceptance of right choice" from other buyers. • Consult family and friends — in person and online. • Ask friends if they know any photographers. Te "consideration" stage is your best opportunity, because: • Customers are still deciding what to purchase. • Customers have not decided where to purchase. • Cost is not the major factor, which ofers more opportunity for profts. • Customers are more engaged and willing to discuss options. • Less competition with other dealers since most focus on price to sell a vehicle. Now let's look at the actual process of following these principles to create your new marketing strategy. DON'T CELEBRATE YESTERDAY'S PROFITS Create a list of 25 questions you have been asked about the vehicles you sell. Ten create a video addressing each question. You will also need to create a transcript of the video for those indi- viduals who prefer to read. Here are some topics you can use to develop a video clip or marketing copy: • Explain the diferences in trim levels between, say, the Camry LE and LX • Full, detailed vehicle walkaround for each model • Full test drive for each model • Powertrain warranty coverage and details and options for an extended warranty • Lease vs. purchase Tose are fve topics of discussion to get you started. Now I want you to work with your team and come up with 20 more this month. Yes, I know it's a lot of work! But this strategy will ofer benefts and leads two years from now. What other type of marketing will ofer that kind of shelf life? Check back VIDEO FAQS How long should each video be? As long as it takes to present a thorough, detailed explanation. Some of our highest converting videos are 15 to 20 minutes long. What is the best video camera? Any camera that allows you to plug in an external microphone will work fne. Where should videos be stored? YouTube is fne but it's best to embed your videos on your own site. The main point of all this is to produce more content for your website. Where on my site should videos be placed? Preferred place is on each vehicle's detail page. next month as I take you through the next steps for driving leads with your new content. I want you to be as successful as you want to be. AUGUST 2013 • AUTODE ALE R MONTHLY.COM 9