Take your unit ads to the next level by including well-made, appealing videos. Even the best written listing with top-notch photographs can’t match the advertising wallop that including a video gives your RV unit ads.
We’ve all heard that a picture is worth a thousand words. If that’s the case videos are certainly worth millions. The body of findings from marketing research and eye track studies show overwhelmingly that videos are the most effective selling tool available to businesses large and small.
A well-made video is your first shot at building a relationship with your next customer. Including a video in your RV ad is not only an opportunity to highlight a great model in your inventory; it’s an opportunity to present the professionalism and expertise provided by your dealership.
Not only will customers be checking out your unit; they’ll be assessing your dealership while watching the video. Quality videos of your RVs for sale are an opportunity to brand your business to a world of prospective customers.
Video helps sell units from your inventory and sells your business to a worldwide audience.
Additionally a video hosted by one of the heavily-trafficked sharing sites like YouTube or Vimeo has the potential to drive customers to your RV website and dealership.
Changing times, changing audience
Think no one will watch a video in a unit ad? Think again. A Pew Institute study reported that 78 percent of all adults regularly viewed Internet video content in 2013, up from 69 percent in 2009. In the consumer group of adults ages 30-49, 87 percent watched video online. Even among the oldest statistic group, ages 50 and older, more than half, 58 percent, watched online videos.
According to Adweek, people now spend as much time viewing online video as they do television. Additionally, back in 2013, Adweek reported that online video advertisements have a higher impact than comparable TV advertising, with viewers having greater message and brand recall.
The rapid growth of online video viewership, combined with the slowly changing RV-buying demographics, creates a rich opportunity for increasing sales.
Now that there are affordable entry-level models suitable for family vacations, the average age of RV owners is slowly, but surely, decreasing. According to a December 2015 article in the Wall Street Journal, the average age of an RV owner is now 48 years old, down from 49 a decade ago.
This slightly younger, more visual audience, is in the habit of turning to YouTube for everything from craft tutorials to watching shared videos of their family reunion. When these consumers come looking for a new RV, they come expecting video content.
Show, don’t tell
A well-made video can help you convert readers to viewers, and then to customers. A video link embedded in your unit ad allows you to show customers all the benefits and features of the RV; a big step up from asking them to read and interpret a laundry list of unit features.
A unit ad with a long list of features, without the benefit of video, gives potential customers lots of information – if they are willing to take the time to read all the way through — but words alone make it tough to close the deal.
Go ahead and show the luxurious living room and spacious master bedroom, then include detailed video of control panels, the leveling system, water tanks, storage, tires, and sewer and water hookups.
A complete video tour can give customers – even those across the country — the confidence to call, put down a deposit and make a long drive to your dealership to close the deal.
Shoot videos with skill and patience.
Keep eyes on your unit ad video by telling a great story. Hire a professional, if possible, to shoot your units. Make sure each shot is well-lit and the sound is clear and clean. Narrate your video with confidence and express the quality of the unit you’re presenting.
If hiring a professional isn’t in the budget, enlist a friend to help to hold the camera and take the time to write and practice your delivery. As you’re making the video, remember that talking to the camera is no different from talking to a client in your showroom.