Selling cars isn’t easy, and the internet has made it challenging for dealers to distinguish themselves. From a buyer’s perspective, another dealership is just a click away. Dealers need a way to immediately capture the customer’s attention and differentiate themselves from their competition, online video is one of these ways.
No other marketing medium creates emotional attachment like video can. Whether you’re selling a house, car or a widget, video helps you merchandise at a whole new level.
In October, Trade Me Motors will be implementing a new video technology called AutoReel. This automatically creates a simple video presentation for participating dealers’ cars for sale on Trade Me Motors. AutoReel stitches together the photos of the vehicle, and adds an automated audio voice-over created from over 2,500 pre-recorded phrases. We think it is going to be a great way for dealers to stand out from the crowd.
The process is all automated, so the good news is that dealers don’t need to do any additional work to create the AutoReel presentations and have them bolted onto their Trade Me listings. Check out a Demo of this product here.
"Watching video content on computers has become just as common as watching video content on television among online consumers"
Dazzz Wiltshire, Trade Me
According to Nielsen’s global survey of multi-screen media usage, watching video content on computers has become just as common as watching video content on television among online consumers. More than 80 percent of Internet respondents in 56 countries reported watching video content at home on a computer (84%) or on TV (83%) at least once a month. By contrast, in 2010, more online consumers reported watching video content on TV (90%) than on a computer (86%) in a month-long period.
Back home in New Zealand, Nielsen also tells us that over 73% of Trade Me’s audience use YouTube, justifying that online video is just as popular here as well. As video consumption becomes part of everyday life, it should be no surprise that consumers prefer the use of video in product evaluation and selection, and that includes when shopping for a used car.
So why video, and what makes a product like AutoReel so special compared to a well-constructed static car listing?
Different - It sets you apart from other dealerships and means your listings will potentially appeal to a larger audience. Not all your visitors prefer to receive content using text alone, and AutoReel means they will now have the option to watch, listen and read at the same time.
Videos are "sticky" – AutoReel is a way to make information more interesting. Video engages visitors’ senses more than text, and is likely to attract more vehicle viewings encouraging visitors to look longer at your listings. This helps build long-term relationships with your visitors which can lead to more sales.
The use of video online is exploding – and if a picture speaks 1000 words, then video must be worth a million. Can you afford not to be involved?
Please contact us here for more.