GM Certified Rolls Out Online Video Tool for Dealers
DETROIT — GM Certified Used Vehicles has given its dealers another online tool to help them drive showroom traffic and move CPO units.
Executives announced Tuesday that eligible dealers can use free video streaming for their certified vehicles on GMCertified.com and select GM Certified partner sites.
"Simply by providing a minimum of six photos, our certified dealers can bring a listing to life for the consumer through our partner sites like AutoTrader.com," explained Larry Pryg, national advertising and marketing manager of GM Certified Used Vehicles.
"Dealers have the opportunity to recreate the walk-around experience for customers, as the videos provide sufficient visual content and vehicle description," he continued. "As a result, the videos are more engaging and more likely to drive customers to the right dealership to find the vehicle they want."
Digital Motorworks Inc. is the technology provider for the GM Certified Used Vehicle program. Howard Gardner, divisional vice president and general manager of DMi, offered his take on the program.
"We are excited to be a part of a program that will deliver a new channel for GM to market their certified used vehicles," Gardner shared. "Video is being used more and more in digital marketing because it's simply more engaging than static content.
"Videos keep people on your site longer, and have four times the click through rate of pictures alone," he added.
Essentially, these videos are designed to allow GM dealers to explain how valuable the Certified Used Vehicle program can be, and can help drive leads, phone calls and sales.
The videos feature human-voice narration and third-party content, as well as GM CUV wrappers with key marketing messages. They can be tailored to include dealer-specific wrappers.
AutoTrader.com will be the first partner site to include the video listings, and other partners are projected to include them down the road.
"We believe this an excellent tool for our dealers to showcase their certified inventory," stated Paul Pejza, manager of GM Certified Used Vehicles. "This is an opportunity to encourage our dealers to engage with customers at higher level."