In many ways, the internet has fundamentally transformed the way cars are sold. One of the most visible changes is the fading of a unique American cultural touchpoint: TV advertisements for local car dealerships. Once a mainstay of weekend mornings, weekday afternoons, and other off-peak programming hours, these marketing efforts have largely disappeared into irrelevance. What’s more, the low-budget aesthetic that defined many of these ads is now a thing of the past. With advanced imaging technology more accessible than ever before, even amateur productions are sleek and high definition.
The disappearance of local car dealership ads comes at a time when video is perhaps more ubiquitous and compelling than ever before. Increasingly, people rely on what is viewed through their screens, and video offers more engagement than pictures alone. As such, there is significant value in car dealership video marketing—just not the kind we used to see. By integrating HD car videos across marketing channels, car dealers can develop more modern ways of reaching customers.
Show Customers What They Want
HD car videos can be an integral part of selling cars in the digital age. Often, video offers a way to captivate an audience in a way still images or text simply do not. This is particularly true at a time when dealerships are competing for attention in a landscape marked by endless choice. The right videos can help draw viewers in and convert impressions to sales.
The most basic thing that today’s car dealership marketing videos should do is show customers the inventory. By offering a video component with each car listing—whether on the dealership website or 3rd party listing websites—the dealer is already offering an “extra” that helps them stand out from the crowd. With strategic use of high-quality video, dealers can give a comprehensive overview of each car, combining exterior wide shots with a detailed look at standout areas, including instrument panels, cargo space, wheels, and passenger seating. Professional voice-overs can explain specs, performance, and key features, creating a unique kind of digital sales presentation. Indeed, when thoughtfully produced, these videos can approximate the showroom experience and bring car shoppers one step closer to a test drive—and this experience is available 24 hours a day, from anywhere in the world.
Evolving With a Changing Market
While video can enhance virtually any car listing, it is especially important when it comes to new vehicles and emerging features. New, unfamiliar technology is a constant with new vehicles. A decade ago, screens in cars were usually an expensive aftermarket add on. Today, customers complain that manufacturers of economy and luxury cars alike are trying to use touchscreen controls for everything. Meanwhile, electric vehicles are becoming an increasingly common sight on the roads and represent an ever-growing proportion of automakers’ line-ups. While some car shoppers welcome these changes with open arms, selling new cars with new technology to consumers who don’t understand or trust it is a challenge.
Giving customers an overview of what new technology looks like and what it does can be instrumental in helping car shoppers connect with vehicles in a time of technological transformation. HD car videos can help to put them at ease, better understand their options, and feel more confident in their shopping experience. Of course, there are also customers who keep abreast of the latest developments and want to be the first to try them out. In these cases, HD car videos can provide a deeper look into their areas of interest and help them forge a relationship with a forward-thinking dealership.
HD Videos Make New Cars Inviting
Today, there is a wealth of HD video assets available for car dealerships that want to stay at the forefront of automotive marketing. For shoppers looking to purchase a new car, the most valuable of these assets include:
Animated Stills: Animated stills of the interior and exterior that zoom in on various features give customers a clear view of key features.
Exterior Spin Sets: Exterior video spins show give an overview of a vehicle's lines and proportions, as well as a better sense of its size.
Fly-around Videos: Video fly-arounds share the advantages of spin videos but add a greater emphasis on vertical scale and proportions.
Showroom Videos: Showroom videos combine exterior video clips with interior panoramas to act as a virtual walkaround of a vehicle and simulate a showroom.
Editorial Videos: When videos are paired with informative voiceovers, car shoppers can gain deeper insight.
These assets are highly versatile and can be deployed via a range of digital marketing tools. Whether in online advertisements, animated car banner ads, or in car listings, they provide a captivating look at what a dealership has to offer. By working with a car video database that offers white label and customization services, dealers can ensure that they have the right resources for every marketing channel.
Technology has changed cars and transformed the ways people shop for them. Dealers who can show their customers the latest vehicles, explain new features, and build excitement via video will have a clear advantage both now and in the years to come.
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