Nuts & Bolts - Case Study: Dealer.com Is a Video Star
Objective: Generate leads.
Solution: Send prospect e-mails, which led to a Dealer.com landing page containing a video demonstrating the TotalControl Dominator.
Results: Of the 85,752 e-mails Dealer.com sent to prospects in April 2009, 30 percent opened the message, and of that group, more than 40 percent clicked on to Dealer.com to watch the video. Mailings in May and October produced similar results. The campaign generated 800 leads.
It may not star Jeremy Piven and it may not be as entertaining as the 2009 movie "The Goods: Live Hard, Sell Hard," in which the actor plays a used car salesman who saves a dealership from ruin. But Dealer.com's video for the TotalControl Dominator (TCD)—a paid search product aimed at helping new car dealerships sell pre-owned vehicles—puts the fun in B-to-B calls to action.
So says Dealer.com Chief Marketing Officer Dean Evans. This, he says, is why the Burlington, Vt.-based automotive Web solutions provider is a heavy user of video in its digital marketing efforts that target new car dealers. His company may be riding a trend—in January, comScore reported that more than 170 million U.S. Internet users watched online video during November 2009.
"If I can sound like a television news station for a minute," he says, "we just get more people tuned in because we're entertaining them better. While our competitors are trying to convince them to buy their products with HTML and words, we are 3-Ding them to death; we're color TVing them to death."
The latest campaign to prove these words true was the TCD effort that began in April 2009. Using prospect e-mail addresses—culled from append services, the sales team and the account management team—Dealer.com started with a blast to 85,752 leads. Recipients who clicked on the "Watch a Demo" button within the e-mail were then directed to a landing page (dealer.com/search-marketing/total-control-dom inator.htm?_autoplay=true). On the page, a short video automatically played, teaching them how the paid search product would help new car dealers who had accepted used car trade-ins quickly place geo-targeted ads about those cars. A form on the right of the video collects data from the prospects, such as: name, dealership name and address, e-mail address, and business phone.