Harnessing Video to Build a Brand, Not a Dealership Executive - PowerPoint PPT Presentation

Harnessing Video to Build a Brand, Not a Dealership Executive Summit #DSES

Christina Colosimo / Social Media Manager / Oak Lawn Toyota @christina_char #DSES

Joe Webb / President / DealerKnows Consulting #DSES @zonewebb

5 Elements of Using Video to Build a Brand, Not a Dealership 1. The Need 2. The Goals 3. The Types 4. The Logistics 5. Measuring Success

1 The Need for Video (Marketing)

“Video will account for 80% of all consumer internet tra ffj c by 2019.” Source: Cisco

PEOPLE SPEND MILLIONS OF HOURS WATCHING VIDEOS ON THE INTERNET YouTube has 1.3 billion users One-third of all people on the internet. 300 million people watch over 1 billion hours. Daily. Youtube reaches more people on mobile alone than all of cable. Source: Youtube

PEOPLE SPEND MILLIONS OF HOURS WATCHING VIDEOS ON THE INTERNET Facebook has 2 billion monthly active users Almost two-thirds of all people on the internet. 1.3 billion users watch 500 billion hours of video. Daily. Source: Facebook

Video is the here-and-now of content marketing. Here’s what top B2C marketers said in a survey: 34% Say video will be most critical to their success 26% Of any corporation’s total budget should be dedicated to content marketing Source: Content Marketing Institute

2 The Goals of Video (Marketing)

“The best way to tell stories in this world, where so much information is coming at us actually is video. It conveys so much information in a quicker period, so the trend helps us to digest much more.” ~ Nicola Mendelsohn

Start Identifying Your Goals: (Here is a hint… it isn’t “going viral”) 4 Goals Audience Shares/Likes Subscriptions Story / Branding message

3 Types of Video (Marketing)

It’s time to get reel: Don’t let your video be basic.

Joe’s Foray Into Utilizing Video

Christina’s Foray Into Video

Where is the biggest bang for your buck? Distribution Channels: Television Pre-roll Social Website / Merchandising CRM Process

The most common commercials are the least valuable: 4 ways to be unoriginal • O fg er-based Commercials • Sales Events • 90 Day Programs • OEM mirrors

“Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients.” ~ Richard Branson

Employee Bios:

Employee Intro Webisode:

“I feel being genuine is so important and seeing into the hearts of our people and the response has been incredible. It was someone’s neighbor on TV and not just the dealer. What I didn’t realize was the morale boost it gives your employees. People love to feel proud about what they do and it breeds loyalty. It was worth the money just for that.” ~ Ty Bullard

THERE ARE DIFFERENT TYPES OF MARKETING VIDEOS: • Personnel bios and introductions • Value proposition • How-to • Customer testimonials • Process walk-throughs • What to expect • Event • FAQ & answers • Dealership tour • Viral/Unique stories • Drone/Lot • Message from the Owner/GM • Product

Trade-in Video:

Charitable Stories:

Fundraisers:

Fundraisers Part 2:

FAQ Answers:

Instagram / Social Updates:

Drone Lot Video:

Drone Sta fg Video:

What to Expect Video:

CRM Process Video:

Unique Viral Video:

Viral Video Pre-Roll:

CONDUCT BRAINSTORMING SESSIONS

4 Logistics of Video (Marketing)

TO KNOW WHICH VIDEO TO CREATE, ASK YOURSELF WHAT IS: Target audience Delivery Method Budget Talent

What you need to get started: DSLR camera (1080p / 24 FPS) Mic (Lav or boom) Lights (Cowboy Studio) Video editing software (Premiere or Final Cut) Music or sound library

Before you plan on filming, plan out your: Calendar Script/Guide/Storyboard Distribution Dates Talent and Tech

5 Measuring results from your video (marketing)

Case Study: Joe Bullard Automotive

Ty Bullard’s Investment: Budget ($50,000/year) Timeframe (3 years) Professional crew (outsourced) and DealerKnows Actors (All dealership talent) Location (Dealership)

Case Study: Joe Bullard Automotive 17 TV Commercials, released quarterly, 30 webisodes released monthly, all sta fg bios, event footage, and charitable involvement videos 96,800 FB views / 126k total reach, almost 12k post engagements

Case Study: Oak Lawn Toyota

Christina’s Investment: Budget ($7,000/year for production $36,000/year for pre-roll $500/year to promote socially) Timeframe (3 years) Christina, Joe, and outsourced videographers Actors (employees and friends) Location (on and off-site)

Oak Lawn Toyota: Results 5 TV Commercials, 77 social/online videos released over the last 3 years consisting of employee showcases, fundraiser/event promos, and unique brand videos 97,000 FB views / 65,000 unique viewers / 221,000 total reach / 5,800 post engagements 21,000 website click-thrus/yearly from pre-roll (1,700/monthly)

When you go “viral”:

ANALYZE YOUR VIDEO’S REACH: Number of views Engagement (likes, shares, etc.) Length of plays Tra ffj c sources Viewers’ demographics Devices used to watch your video

Joe Webb Christina Colosimo DealerKnows Consulting Oak Lawn Toyota Youtube Channel: ZoneWebb Youtube Channel: OLToyota Facebook: /DealerKnows Facebook: /Ccolosimo Facebook:/DealerKnows Consulting Facebook: /OakLawnToyota Instagram: ZoneWebb Instagram: OakLawnToyota DealerKnows.com OakLawnToyota.com Please fill out your survey! #DSES