Videos, Videos, and MORE VIDEOS!

by Sean Bradley

During March 2008, ComScore data said there were 11.5 Billion videos viewed in the US. This number is incredible and it continues to go up every month. With over 70% of Internet users in the US on broadband high-speed connections video will only become more prevalent.  Over the last year a majority of major media sites, not traditionally using video have now embedded videos on their home pages.  That includes such sites as the New York Times, Wall Street Journal and USAToday.  Video’s on dealer sites has been slow to ramp up, but we are starting to see more of this everyday.

Let’s step back and look at the science of communication:

• 55 percent of communication is visual perception  
• 38 percent of communication is inflection and tone
• Seven percent of communication is the actual words we use.

Let’s face it; videos are more captivating than reading an email or viewing a static website. The data shows that people prefer to watch videos versus reading a one dimensional static website.

It is amazing to watch how fast video communication has dominated the Internet in such a short amount of time. In one year the visibility has increased 64 percent. Here are some more interesting facts:

• 73.7 percent of the total US Internet audience watched online videos
• 84.8 million viewers watched 4.3 billion videos on YouTube (50.4 videos per user).
• 47.7 million viewers watched 400 million videos on MySpace (8.4 videos per viewer).
• The average online video duration was for 2.8 minutes
• The average online viewer watched 235 minutes of video

Internet Marketing is more powerful than the traditional and intrusive format of conventional television, cable, radio or print mediums. The power of the Internet is like combining the most effective broadcast television commercial during primetime with your EXACT targeted demographic. Online Video Marketing is almost like Video on Demand broadcast Television commercials.

In regards to Special Finance or Special Finance “Online” departments. I highly suggest that you create several types of Special Finance Video Campaigns:

• Special Finance Video Testimonials – EVERY Kind… for Bad Credit, No Credit, Divorce, Late Pays, Over Due Medical Bills, Military, Repossessions, Bankruptcy, Buy Here Pay Here…
• “What exactly is Bad Credit / No Credit”
• “How to repair your credit”
• “Credit Advice”
• FAQ about Bad Credit / No Credit
• Video from the “Special Finance Manager”
• Video Explaining your “Special Finance” Program
• Video about customers rights, rules and laws as it relates to “Special Finance” Customers…
• “Special Finance” Commercials or Infomercials…

Many stores are doing half hour infomercials on local TV stations. You can produce your own infomercial and put it on your website or other local sites where it can be viewed by a broad audience.  Be sure to include a strong call to action, so your customers and prospects pick up the phone and call.  Consider offering a “value package” which might be free oil changes for one year, a $50 gift card at a local restaurant or some other similar offer.

You want to use this powerful medium. Not just to sell but to inform and to build your dealership’s reputation.

Sean V. Bradley