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 jumpstart your vehicle descriptions Questions
What is Storytelling? Storytelling (verb) - conveying of events in words, images and sounds. Source: Wikipedia.com
Marketing Storytelling
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?
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
Information Overload Source: AutoTrader.com
The Minimalist Source: AutoTrader.com
What’s the Right Approach? Data Narrative Action
Elements of Effective Stories Dealership Unique Confidence Reviews Awards and Vehicle Data Vehicle history Market Accolades Pricing Unique Number of Automotive features owners Reviews Contact Eligibility for Safety and information Fuel economy title buy back crash test data
Silver 2013 Chrysler Town And Country Touring Market & Internet Vehicle reports pricing 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 of 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! Unique features Source: Dominion Storybuilder
White 2013 Toyota Corolla LE Safety and Crash Test Data 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. Automotive Reviews Unique features Source: Dominion Storybuilder
Win / Win Combination Compelling Relevant Engaging Convenient Vehicle Stories
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
Questions Email: Jennifer.Ryan@DriveDominion.com Twitter: @jlryan1980
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