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LESA March 2015 Newsletter

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LESA Videos Now on Cars.com App

We’ve long been integrated with their conventional website, but for the first time, LESA full-motion inventory videos are integrated with the Cars.com mobile app (available on iOS and Android). Download the free app today and experience LESA’s expanding mobile presence.

Use the following search to test: Click “Dealer and Reviews” section, type in Hassett along with the zip code 11793 into the dealer search area, and pick any car with a video button. Here’s one we found:
On February 12th, Tom Rocha had another opportunity to speak in a Digital Dealer Workshop session in Seattle, WA.

About the experience he said,”Aside from being able to impart knowledge, which I am always excited to do, I was able to increase my professional development by sitting in on some sessions given by Larry Bruce and Kathy Cruz.”

We anticipate many more successful ventures into the talk circuit from Mr. Rocha this year.



Testimonial User Highlight
The above testimonial video was produced by Taylor Chrysler Dodge Ram, a LESA testimonial app user since May of last year. They go above and beyond to create these wonderful videos with a branded backdrop, hand-held microphone, and overhead lighting. And it pays off! They have excellent SEO and their viewership is through the roof. This particular video has 71 views! Great job, guys.



LESA is animated! Check out our new whiteboard video promoting the Dealer Video testimonial app.

Dealers struggle to cope with waves of incoming sales pitches

According to a February 2nd article in Automotive News, dealers these days are being assaulted with constant vendor inquiries. Suppliers of digital goods are particularly overwhelming for those interested in modernizing their dealerships.

Steve Cook, a manager at Cook Chevrolet-Buick in Vassar, Michigan, receives an average of 30 emails a day from digital vendors urging him to invest in their services…or else.”We’re being told that we’re backward if we’re not doing them. We’re still being told that it’s the way of the future, but we’re being talked into things that I don’t think work.”

So how should a dealer sort through the host of solicitors they are faced with on a daily basis? According to the article, it’s by asking other dealers. “Dealers tend to be honest with their fellow dealers,” said Mark Rikess, a Los Angeles sales and process consultant. And he’s right. Who better to trust when adding a service to your dealership than somebody else already using it?

That’s where we at LESA set ourselves apart from the onslaught of insistent vendors. Members of our ever-expanding client base take notice of the quality of our full-motion videos, the traffic they bring to their site (and ultimately their lots), and the world-class customer service we provide. They appreciate the positive changes we bring to their operation and then pass this information on to other dealers within their groups. It’s easy: provide people with high quality products and service and watch your reputation bloom.
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LESA December 2014 Newsletter

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Lead Email Form

Introducing, our newest upgrade to the LESA video player:


At no added cost to the dealer, we have introduced this eye-catching lead generation form to our video player that makes it quick and easy for customers to request information about the vehicle video they’re viewing. Additionally, a new report has been added to the reseller/customer portal which allows you to track incoming leads and truly see your ROI on full-motion video.

Testimonial App Update

Version 1.9 is here! Check out our newest features:

  • By default, the app is now set to save all videos shot internally to a folder in the device photo gallery called “Testimonials”. In the event of an interruption in testimonial creation, you will still have access to your videos and will be able to complete the process. You can also easily share your videos from this folder without having to download them from YouTube. Videos can still be shot outside of the app and imported.
  • In the thank-you video feature, you can now thank the customer for their general business rather than for a specific vehicle purchase. To do so, you can leave the Year, Make, and Model fields blank (the body of the email will reflect this omission).
  • The app will now alert you when your YouTube video title is too long. A popup will appear which will inform you of the number of characters you’ve exceeded the limit by.
Contact us for more info

Coming Soon:


an LESA monthly video series

We publish hundreds of high quality videos for dealers on a daily basis. But as a video company, we have curiously few videos of our own. Starting next month, that will change when we kick off our new LESA monthly YouTube series. In it, we’ll give you tips and tricks on how to use our video products to their full potential, announce product developments, and share with you lengthier webinars conducted by Tom Rocha and Philip Ly. We’ll link you to the first episode in our next newsletter, so be sure to keep an eye out for the January edition!

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LESA July 2014 Newsletter

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Search query: “2014 audi los angeles”
Also try “2014 BMW x5 escondido”

Google Uses Over-Sized Thumbnails to Promote Video

Still have doubts about Google’s commitment to promoting video over textual results? Take a look at these non-paid, completely organic results for LESA-powered testimonials and video inventory. Not only are they first in the list of results, the thumbnail takes up the whole top half of the page! This level of video promotion is most often seen with music searches, but LESA videos (even testimonials posted via our video testimonial app) are now beginning to appear just as prominently.


Search Query: “capital cadillac review”

Mobile Site Integration Roll-Out

It is reported that 35% of a website’s visitors can be attributed to mobile surfers. When 1 in 3 of your potential customers use their mobile devices to access your website, it is important to assure that customers can digitally engage with you just as they would on a desktop version of your site.


This, of course, means that in order to maximize your dealership’s potential and increase leads, they must also be able to view your LESA video inventory on their mobile device. It is vital, then, to have the LESA video button available to shoppers while they browse dealer mobile websites.

As you probably already know, your mobile site is a completely separate entity from your regular site. Therefore, it needs to be separately integrated with our full-motion video system. We have been working hard to make these integrations possible, but often run into difficulties. This is because we have to work with every provider individually to get their mobile platforms compatible with our video button. With our newly developed mobile-specific embed code, this is now possible with several providers. Our buttons will now be visible on both the SRP and VDP of Dealer.com, Dealer E-Process, and Fox Interactive sites. We are continuing to work with other providers to integrate our button into their mobile platforms. Unfortunately, at this point in time, we are unable to integrate with Cobalt sites, however, we do provide a work-around for Cobalt customers through our partner, MPN. They can create a fully integrated mobile website for your dealership. For more information on how this can be achieved, please contact MPN by following this link.


Our button on the SRP of a Dealer.com site

NADA Updates

Far away, but so close…

The 2015 San Fransisco NADA convention in January might seem as though it’s a long way down the road, but, as we’ve discovered, a lot goes into planning an event like this and preparation takes all year.

Luckily, we are partnered with the fine folks at SoftSpace Exhibits and they have made the process much easier for us. Not only have they designed our booth for us, they help with all the deadlines and paperwork that come with successfully exhibiting at NADA.

We are still awaiting our booth assignment (fingers crossed it’s not right behind a pillar!), but we have put our name in for a 10 x 20 foot space and expect to find out our place within the Moscone Center by the end of the month.

We’ll keep you posted on further developments and encourage you to schedule a meeting with us to find out about special show pricing if you plan on attending.
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LESA May 2014 Newsletter

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LESA May Newsletter

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Success in Atlantic City

Early this month, after much planning and preparation, we finally enjoyed the fruits of our labor at the 16th Digital Dealer Conference. Our COO and Co-Founder, Tom Rocha, delivered a compelling presentation to a packed room. HIs topic: Harnessing the power of video testimonials. Fueled by troubling amounts of Red Bull and passion for our full motion video products, Tom was a power to be harnessed all on his own.
Up against several “competitors” in our 3 o’clock time slot, the draw of real, full-motion video kept the room packed with a curious audience.

Generals discussing tactics before battle.


Tom getting ready to deliver his baby

Despite a minor technical setback (an audio cable giving low but persistent feedback) and a few curveball questions from the audience, Tom kept his composure and gracefully handled both challenges. We made several promising connections after the applause died down and look forward to strengthening these ties in the coming weeks. If you’d like to view the recording of the presentation, please follow this link.

Product Development

We are pleased to announce that It is now possible to selectively record custom voice-over while shooting an inventory video without disrupting the application of automated voice-over to other videos. This makes it easy to showcase sales and specials, highlight a particular car’s uniqueness, or to just throw in some additional dealership flair without having to remove the LESA human voiceover from the rest of your inventory. Please contact support@lesautomotive.com to find out more about this new option.

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LESA April 2014 Newsletter

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LESA Monthly Newsletter

Finally, Spring

It’s been a long, hard winter for a lot of us, and we know how difficult it was to get out there and shoot inventory videos in below zero temperatures (try getting a camera to even turn on in negative degree weather!). So, thank you to all of our videographers for braving the storms and keeping customers supplied with fresh content. You help us grow!

In this Newsletter:

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LESA Chosen to Speak at 16th Digital Dealer

We are pleased to announce that LESA Video Solutions has been selected to speak at the 16th Digital Dealer Conference and Exposition in Atlantic City, NJ! Our Chief Operating Officer and Co-Founder Tom Rocha will be hosting a speaking session about harnessing the power of testimonial videos and would love to see you in the audience. Also in attendance will be our CEO and founder, Philip Ly, as well as our digital media manager, Erika Farese. We also have a suite booked at Harrah’s Resort and Casino; give Tom a call at (210) 685-3613 or drop him a line at tom@lesautomotive.com to schedule a meetup!

Recent Study on Video in Automotive Industry

Brought to you by the people at Portratz, a distinguished automotive advertising agency, the below video highlights the importance of including video in your dealership’s lead conversion strategy. They reference some pretty impressive industry stats :

– Over 50% of shoppers watch over a half hour of video before purchasing a product.
– 1 in 4 people spend an hour or more watching videos about products they’re interested in.
– VDP’s receive up to 20% more clicks on vehicles with videos.
– Dealerships that implement video into answering and obtaining leads have been shown to grow by 30%.

They also mention the importance of having a video for every car on the lot. This could be seen as a daunting task for a larger dealer, but a hollywood production is not required! As was mentioned before, many people spend a lot of time watching video (some over an hour’s worth!) before making a product selection. By the time they reach a dealership website, they’ve seen the big-budgeted productions on sites like Edmunds and just want to see full-motion video of the actual car that they’ll potentially purchase. A two to three minute video showcasing the exterior and interior of a vehicle will tell a customer everything he or she needs to know to get them down to the lot.

Vehicle Walk-Around

Setting yourself apart from the competition can be a challenge, and sometimes you have to go the extra mile to convert your leads into paying customers. LESA makes this process easier with the introduction of Vehicle Video Walk-Around. The newest addition to the LESA Dealer Video Testimonial app, Vehicle Video Walk-Around allows you to instantly add full-motion video, salesperson information and picture, as well as a custom message to a follow-up lead email. Its addition to the testimonial app brings tremendous value to this already indispensable dealer product, ensuring that you get the most bang for your buck.

Be sure to visit our website for more information

VDP is Key

A car’s vehicle details page is arguably the most important page on a dealer’s website: impressions formed here are those that determine whether a car will be bought or not. A recent study by Cobalt even suggests that the more time customers spend on a VDP, the more likely they are to purchase that vehicle. The best way to keep customers engaged at this crucial juncture in the car-buying process is by adding a full-motion video to each vehicle details page. Filmed in a single, continuous shot with added human voiceover, our videos are proven to capture the attention of online shoppers and increase time spent on VDP.

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LESA January 2014 Newsletter

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LESA January Newsletter

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Video Stats

President Obama had a lot to say about the state of the Union this week, but do you know the current state of the internet video industry? Unless you’ve been checking daily, it’s doubtful. Video is catching on at the speed of light, and numbers are changing all the time. Here are the most recent stats regarding video, online consumers, and the automotive industry:

  • YouTube reaches more adults aged 18 to 34 than any cable network, with the number of people subscribing daily up more than three times since last year. (Nielsen)
  • Thirty-four million Americans are planning to purchase a vehicle in the next six months and a new report, “Digital Influence on Auto Intenders,” from Interactive Advertising Bureau (IAB) and Prosper Insights finds that these consumers are almost twice as likely to be swayed by auto-focused digital marketing than the general population (21% vs. 12%)
  • YouTube receives more than one billion unique visitors every month – that’s more than any other channel, apart from Facebook.
  • Content Delivery Networks (CDNs) will carry over half of Internet traffic in 2017 (Cisco)
  • According to a Google study, online video is the top advertising format for driving brand consideration, outdoing many old standbys like direct mail, billboards and newspaper ads. More than half of auto shoppers watch a half-hour or more of pertinent online video before choosing a vehicle, while one in four watches at least an hour.
  • Automotive shoppers are More likely to regularly research all kinds of products online before buying (58% vs. 42%)

  • Nine out of 10 businesses have said they plan to increase video ad spending even more in 2014.

    Product Development: OpsVid 1.0

    We proudly present to you the newest addition to our line of full-motion video products: OpsVid 1.0!

    Ops Vid allows automotive repair shops, body shops, and service centers to quickly and easily capture video of recommended repairs and then automatically email customers for approval. In just three easy steps, you can reduce liability costs and establish customer trust.

    Video gives people the proof they need to feel comfortable in moving ahead with additional services on their vehicle, BOOSTING your average repair order ticket revenue.

    Available now in the App Store!

    Google Analytics

We are pleased to announce that it is now possible to track your video viewer statistics using Google Analytics. We will continue to provide our own metrics with our viewer stats dashboard, Striketracker, but dealership numbers can now be easily accessed from a Google dashboard you’re already familiar with. Take a look!

NADA Recap

Last week I traveled with our Chief Operating Officer, Tom Rocha, to New Orleans for my first ever NADA. He, of course, is a seasoned pro at these conventions, but I found myself unsure of what I could expect. Apprehension aside, I set out with a few goals in mind: scope out the competition, attend some workshops, and make connections. In the end, only one of those goals bore fruit: we met a lot of interesting people. Competition? We didn’t see any (except for a continuation of jazzed-up stitch videos). The workshops? Hardly addressed the need for video. NADA is supposed to be a exposition showcasing the cutting-edge technology and ideas an industry has to offer, but this convention was just, well, conventional. It turns out that LESA is still the best solution out there for your full-motion video needs.


Tom working his magic

We have been inspired by this dearth of creativity and think that maybe 2015’s NADA in San Francisco could be the perfect opportunity for us to get a booth and showcase our superior product. We hope to see you there!

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LESA December 2013 Newsletter

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LESA December Newsletter

Happy Holidays!

From all of us at LESA, we sincerely wish you the happiest of holidays and a safe, productive new year!

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In this Newsletter:

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Video Reporting

LESA has provided you with a few ways for you to track your video viewer and video capture statistics:

Real-Time Video Views Stats Login

During the initial setup of your LESA account, you were provided with a username and password to a statistics dashboard called Striketracker. In it you can track, in real-time,video views, viewer locations, and completion ratios (the ratio of video completions to the number of video starts) of videos posted to your dealership website and any 3rd party destinations they may have been uploaded to (such as Autotrader and Cars.com aside from YouTube (that has its own set of stats that can be accessed from your dealership’s channel). If you have lost or were never provided with these credentials, please contact us at support@lesautomotive.com.

Your 30-Day Video Stats Report

We know you’re busy and don’t always have time to login to the Striketracker dashboard. For that reason, starting next year, someone at your dealership will receiving a monthly, in-depth report from us detailing video views, video completion ratios, Youtube stats, and Google search highlights. The information, in PDF format, will be presented to you in a series of charts, graphs, and tables for ease of viewing.

Video Capture Reporting Portal
Track and manage how many videos have been shot and how many need to be captured with our reporting portal. The Vehicle Video Inventory Report will allow you to see which cars do and do not have video captured. With that information, you can see which vehicles require attention. The Monthly Vehicle Video Capture report shows how many videos have been captured for a given month, including all videos captured for that period, as well as any vehicles that may have been sold. If you are a lot service provider, these numbers will assist you in billing more accurately. For more details about what the portal can do for you or to get your dealership credentials, please contact us at support@lesautomotive.com or give us a call at 860-821-0657.
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Pro-tip: Take Initiative

According to Automotive News, car shoppers are more likely to buy a car after watching its inventory video, but how can you make sure they see it? Here’s an idea we got from the folks at Michael Hohl: have your internet sales department team email prospective clients (ones that may have inquired about a vehicle or have made contact with the dealership in some way) a link to a vehicle’s details page and urge them to watch its video.
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NADA 2014: NOLA

It’s that time again: The 2014 NADA convention in New Orleans, Louisiana! We are excited to be attending and have reserved a room at Le Pavillon in the historic French Quarter. We would love to meet up with you and share ideas! Contact Tom Rocha at (210) 685-3613 to set up a time and place to get together.

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LESA November 2013 Newsletter

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November 2013 Newsletter

What You’ll See in This Newsletter:
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Getting the Most Out of Video Testimonials

Testimonials are a great way to let potential customers know how great your dealership is and what kind of excellent service they can expect when they visit. Video testimonials are a relatively new twist on this business tool, so asking for and executing one doesn’t always come naturally to us. Here are some tip to guide you and your sales team through this process:

The Ask

1. Make Asking Part of the Sales Process
You want to keep your pool of testimonials as fresh and plentiful as possible. Not every customer, of course, is going to want to do one, but if you make asking for one part of the sale-closing routine, you may be surprised by the number of willing participant you’ll run across.

2. Offer Incentives to Your Sales Team
It can be nerve-wracking asking for and shooting testimonials, and your sales team might be reluctant to do so. Why not make it work their while? Offer them some sort of extra motivation such as a cash incentive or a contest to keep the videos rolling in.

3. Ask When the Customer is “Up”
Buying a car is exciting and your customers are usually feeling pretty good by the time they’re ready to drive away. This is the perfect opportunity to ask them for a favor! They’re smiling, and, more importantly, they have the sales experience is fresh in their minds.

4. Customers Like Incentives Too!
If it’s in your budget, it could be a good idea to offer the customer a little something extra as well. Sometimes the allure of a free oil change is enough to get them camera ready.

The Shoot

1. Sound Check
Choose a quiet place like an office with a shut door to conduct your testimonials. Although it may seem like a good idea to shoot outdoors in the sunlight, the ambient noise from the road and wind can be loud and distracting. As an added bonus, your customer might feel less self-conscious and might be more animated on camera.

2. Let there be Light
Make sure your subject is properly lit. Backlit customers (standing in front of a window, for instance) make for dark testimonials, so be sure to point them towards a light source when shooting.

3. Keep it Steady
If you don’t use a tripod while shooting (which, in all likelihood, you won’t) videos can get a little Blair witchy. One way you can steady your image without hassling with equipment is to use your own body as a tripod. By hold your filming device firmly while keeping your elbows in and close to your torso, you prevent any extraneous movement from occurring.

4. Hablas Español?
If your customer speaks Spanish, ask them if they’ll speak it in their testimonial. Over 35 million people countrywide primarily speak the language so it’s important to let those customers who aren’t familiar with English know they are welcome at your dealership.

5. Soothe Their Nerves
For some, the prospect of talking on camera can be a little overwhelming. Be casual about it! If you find yourselves in a quiet place in good light, take that opportunity to ask them if they’d like to be filmed rather than dragging them all over the dealership trying to find a suitable filming location. If they have too much time to think about it, their nerves might keep them from giving the best testimonial they can.

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Video is King!

And we have to data to prove it! ComScore, a forerunner in internet analytics, released their most recent statistics on internet video usage. They showed that 189 million Americans watched 49.1 billion online content videos in October and viewed 24.5 billion ads. That’s in a single month! Here are the numbers broken down:

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Are you a Hybrid Vehicle Dealer?

If so, this recent study conducted by Google is for you. Your potential hybrid vehicle customers are hungry for video when they start their car searches, so make sure to get as many of these types of video uploaded as possible.

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Google Results Spotlight

Here are a couple examples of first page, full-motion video results for our clients. Click the picture to see actual Google searches!

Search Query: “BMW x3 Seaside”

Search Query: “Ford Focus Fresno”

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LESA October 2013 Newsletter

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Learn about how to contact us at the Digital Dealer conference, what the Google algorithm changes mean for you, and more!
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Digital Dealer Conference

As many of you might know, the 15th Digital Dealer Conference and Exposition in Las Vegas is just around the corner! Of course the LESA team will be in attendance and will be staying on site at the beautiful Mirage hotel. We’d love to meet with you, so if you or other members of your organization are interested in getting together, please contact Phil Ly at phil@lesautomotive.com or give him a call at 860-681-5414. Hope to see you there!

Dealership Success

Video Testimonial App

In this and select future editions of this newsletter, LESA will spotlight two dealerships who are fully taking advantage of and have found success with our products. This month we are focusing on the video testimonial app and how the people at Capital Cadillac and North Park Mazda have gotten the most out of it.

Capital Cadillac
Location: Syrna, Georgia

What’s Good about them: Their videos not only have a place on their YouTube channel, they also have a designated and prominent place on their dealership website. Naturally, testimonials appear on Google’s first pages when “dealership name” and “reviews” are paired in a search query, but the convenient location of the videos of Capital Cadillac’s website allow for ease of access to customers who made it to the website a different way. Collectively, their 11 videos have an astounding total of 683 views, and that’s just over the past few months. Capital Cadillac also actively maintains their Facebook page and has a healthy 742 member group of followers who are exposed to their testimonials via the dealership timeline.

North Park Mazda
Location: San Antonio, Texas

What’s Good About Them:
They are consistent with their upload frequency (usually updating every few weeks or so) and have a relatively wide variety of testimonials to choose from. They also have an impressive number of views considering the short amount of time (just a few months!) they’ve been using the product: 519! This is due to the fact that, like the people at Capital Cadillac, they have an easy to find place for their videos on their website and cultivate a relationship with their customers on social media sites.

 

SEO is Not Dead:
What the Changes at Google Mean for You

 

In recent weeks, it has been revealed that the folks at Google have quietly introduced Hummingbird, a new search algorithm and the biggest change to the search engine in the past 10 years. It differs from its former iterations in quite a few ways (all of which you can read about here) but the most fuss is being made over percieved changes made to SEO. There has been a lot hand-wringing over the idea that Hummingbird’s introduction is the death of SEO all together, but this simply isn’t so. What Hummingbird does in regard to SEO is penalize sites that try to “trick” google bots into ranking them higher on search pages (done by using black-hat techniques such as keyword stuffing, hidden text, sneaky re-directs, etc), and reward sites who boost their content organically by cultivating relevant, original, and high-quality content.
We at LESA use only white-hat SEO methods and fall into the second category of content providers whose search results will either be unaffected or improved by the changes at google. Furthermore, Google still ranks video content higher than regular text-based content, so your first page-ranked inventory and testimonial videos continue to hold on to their top spots.

Introducing…

…The New Android App!

We are proud to announce the introduction of the video inventory app to the Android Marketplace. We understand that choice is a good thing! Whether your dealership prefers to use apple products, windows devices paired with cameras, or android, LESA has a way for you to access and easily use our video inventory app. Whether you prefer to shoot video on your own or decide to use a lot service provider, we can handle any system you or your affiliated teams choose to work with. Come find us in the Google play or App Store!

Get in Touch!
We’d love to hear from you! Please contact phil@lesautomotive.com with any questions or comments. Also, look us up on facebook and twitter and, while you’re at it, take a look at our website!

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