One of the best ways to engage active car shoppers is through test drive videos that replicate the in-person experience. Providing virtual test drives allows dealerships to meet the needs of two types of shoppers: those who want a comprehensive look and feel of the vehicle without physically coming to the dealership, and those who need just a little more persuasion before scheduling a test drive in person.
Test drive videos do not have to be expensive or time-consuming productions. Let’s explore how dealers can create simple, yet effective test-drive videos that target different groups of shoppers in different circumstances.
Professional Test-Drive Videos
For new and recent models, professionally recorded test drive videos can offer an experience that allows the customer to visualize themselves driving the vehicle. These videos show the car in action, driving in various terrains, and highlight key features.
Professionally produced test-drive videos are effective for attracting high-funnel customers who are in the early research stage of their buying journey. These videos should be strategically placed on your website, social media platforms, and third-party auto shopping sites to capture the interest of potential buyers.
Virtual Test Drive
For customers who want to see a test drive of a specific vehicle on your lot, a virtual test drive video can be the perfect solution. This format involves having a salesperson drive the vehicle while another staff member records the experience from the passenger seat.
In this video, the salesperson demonstrates and discusses the vehicle’s performance, ride quality, handling, and other features. Unlike professionally produced videos that provide features for a particular make and model, a virtual test drive offers a personalized experience for that vehicle.
These videos are highly persuasive for low-funnel customers who are almost ready to buy but need a final nudge to make an appointment. I recommend not saying the customer’s name in the video, however, so that the video can be re-used for the next interested customer. This video can also be posted on the vehicle’s VDP.
Live-Streaming Walkaround
While not technically a test-drive video, a live-streaming walkaround gives car shoppers a private tour of the vehicle from the comfort of their own home. These low-funnel videos are a great way to secure an appointment for an in-person test drive.
In the live-streaming walkaround, a knowledgeable salesperson live streams a video call with the customer while giving a sales presentation. This allows the salesperson to showcase the vehicle’s exterior and interior, highlight features such as the entertainment system, reclining seats, and safety features, while answering customer questions in real-time.
Pre-Recorded Walkaround Video
Like the live-streaming walkaround, a pre-recorded inventory walkaround video allows the dealership to highlight a vehicle’s key features, but without the need for real-time interaction.
This type of video is perfect for showcasing details that matter most to customers, including mileage, service history, and upgraded features. It also provides flexibility, as this video can be shared via text, email, and posted on your website’s Vehicle Detail Pages (VDPs) and Search Results Pages (SRPs).
Try adding elements that excite the shopper’s senses, such as opening the hood and starting the vehicle so the customer can hear the engine revving; or rubbing your hand over the leather seats while explaining how luxurious they feel.
Test drive and walkaround videos are effective tools that salespeople can use to create lasting impressions with low-funnel customers. Incorporating videos into your dealership’s lead follow-up process is a proven method for increasing response and appointment rates.
Travis James is Marketing Coordinator at FlickFusion Video Marketing. He has worked in the automotive industry for eight years and enjoys using analytical, creative, and scientific skills to solve problems. When he isn’t in a good brainstorming session, you can find Travis going on walks with his dog, Moose, or obsessing over the Dallas Cowboys.
