Vehicle Storytelling Jennifer Ryan Director of Inventory Solutions - - PowerPoint PPT Presentation

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Vehicle Storytelling Jennifer Ryan Director of Inventory Solutions - - PowerPoint PPT Presentation

I LOV LOVE th this is car! 3 Ways to Effective Vehicle Storytelling Jennifer Ryan Director of Inventory Solutions @jlryan1980 Jennifer.Ryan@drivedominion.com Agenda What is vehicle storytelling? Common pitfalls facing dealers How to


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3 Ways to Effective

Vehicle Storytelling

I LOV LOVE th this is car!

Jennifer Ryan Director of Inventory Solutions @jlryan1980 Jennifer.Ryan@drivedominion.com

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Agenda

What is vehicle storytelling? How to jumpstart your vehicle descriptions Common pitfalls facing dealers Questions

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What is Storytelling?

Storytelling (verb) - conveying of events in words, images and sounds.

Source: Wikipedia.com

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Marketing Storytelling

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Can Vehicle Storytelling Work?

  • What is unique about the vehicle?
  • How can I build confidence in the vehicle?
  • What are others saying about the vehicle?
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Do Vehicle Descriptions Matter?

  • Adding copy to a vehicle listing – 50% contract lift
  • Use Quality language – 24% boost in contracts
  • Quantity matters – increases contracts by 80%

Source: Cars.com

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Information Overload

Source: AutoTrader.com

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The Minimalist

Source: AutoTrader.com

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What’s the Right Approach? Data Narrative Action

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Elements of Effective Stories

Dealership

Market Pricing Contact information

Unique

Vehicle Data Unique features Fuel economy

Confidence

Vehicle history Number of

  • wners

Eligibility for title buy back

Reviews

Awards and Accolades Automotive Reviews Safety and crash test data

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This silver 2013 Chrysler Town and Country Touring is a keeper. This one's a deal at $25,798. You'll chuckle every time you see a big truck, with gas mileage this good. Own a great vehicle that was only owned by one driver. Get the most bang for your buck - don't let this internet special pass you by! This safe and reliable model is a vehicle you can trust. This car has the coverage you need - side airbags are included! The entertainment package turns your car into a makeshift living room. Check out the black leather

  • interior. Stay safe on the road with anti-lock brakes, a back up camera and

stability control. Stay safe from any adverse weather with climate control and rear air conditioning. Fit more in the trunk with the folding rear seat. Long commutes can take a toll on your back. Ease tension while driving with power lumbar seats. Who says three's a crowd? Feel anything but crowded with this vehicle's third row seat! Woodgrain trim adds a tasteful touch to the interior

  • f this vehicle. This premium sound system is sure to rock your socks. Your

upholstery will last longer thanks to tinted windows. Long drive ahead? You'll love using this vehicle's map lights after the sun sets. Call today to test it out!

Silver 2013 Chrysler Town And Country Touring

Vehicle reports Unique features

Source: Dominion Storybuilder

Market & Internet pricing

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Check out this 2013 Toyota Corolla LE. Stop your car search here with this safe and reliable vehicle. Side airbags save lives, and this car has them! Stay safe with this car's 4 out of 5 star crash test rating. Rest easy on the road with safety features like anti-lock brakes and stability

  • control. Don't worry about not having enough room, the rear seat

folds down! Interested in this vehicle? Call today to take it for a spin. All Brand New Toyota models come with Toyota Care, a complimentary maintenance / roadside assistance plan for 2 yrs or 25,000 miles, whichever comes first.

White 2013 Toyota Corolla LE

Safety and Crash Test Data Automotive Reviews Unique features

Source: Dominion Storybuilder

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Win / Win Combination

Vehicle Stories

Engaging Compelling Relevant Convenient

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What Can You Do?

  • 1. Evaluate your current

vehicle descriptions

  • 2. Establish a vehicle

storytelling process

  • 3. Test (and Re-test) your

stories with online shoppers

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Questions

Email: Jennifer.Ryan@DriveDominion.com Twitter: @jlryan1980