Proudly serving the industry for which it was named for more than 50 years, Outdoor Power Equipment provides dealers who sell and service outdoor power equipment with valuable information to succeed in a competitive market.
Issue link: https://read.dmtmag.com/i/443279
Ninety-four percent of consumers watched a video online last week, and 73 percent of consumers are more likely to make a purchase after seeing an online video explaining a product or service. Think about it: YouTube is not only the second-largest search engine in the world, but it also has more than a billion unique, worldwide viewers each month. If your dealership doesn't have a YouTube channel, many potential consumers will tune in to the dealership down the road that does. So, I don't need to spend any more time selling you on the value of video, but what I probably need to convince you of is the fact that you and your team can absolutely execute a video strategy without it turning into a big-budget Hollywood production. In this article, I'll walk you through production and planning, so you can get your video strategy rolling in 2015! Production basics You absolutely do not need to purchase expensive video production equipment to start filming your dealership's videos. The quality of video that you can shoot with a smartphone will absolutely work. What you do need to buy is a tripod. Go online, and you'll find a ton of options, depending on the model of your phone, starting at less than $20. This small investment will make a huge difference in the quality of your videos — there's not much worse than the poor jumpy quality of video footage that's shot free hand. Just don't do it. When you mount your phone to your tripod, mount it horizontally. We live in a wide-screen world, and you want to make sure your videos look great across all platforms. Lighting. You could invest a ton in a professional lighting kit, but you don't have to. If you've got windows in your dealership, take advantage of the amazing natural light provided by the sun. Simply shoot the video with the sun at your back, facing your on- screen talent. No natural lighting options? Replicate that natural glow with a few floodlights — from your local hardware store — set up behind the camera. Diffuse the light so it isn't direct, and avoid harsh overhead lighting or backlighting. Experiment with your setup, and over time, you'll get the hang of it. Sound. You want the microphone to be as close to the speaker as possible, so using the internal microphone on the phone shooting the video, just won't cut it. You could invest more than $500 in a professional-quality microphone, or you can take advantage of a second smartphone closer to the speaker to capture the sound. When you're ready to start your take, hit "record" on both the video smartphone and the audio smartphone, and then just clap loudly before the action begins. This clap mimics a clapboard and will help you sync up the sound when you edit it all together. Editing. Whether you use a Mac or a PC, there are some excellent, easy-to-use editing tools that will add extra polish to your dealership's videos. You can edit the sound, add titles, cut together various clips, and even add background music. For Mac users, I recommend iMovie; and for PC users, I recommend Movie Maker. Need to get up to speed with these programs? Search YouTube for "how-to" videos, and you'll be a pro in no time. When you edit your videos, keep them short and sweet — no more than just a few minutes long. Sounding a bit too technical? Don't fret; if I'm losing you here, remember these are just my recommendations for your best results. If you can only handle a single source for both sound and video, that's fine for now — don't let technology barriers prevent you from moving forward with video. Keep it in perspective that your video doesn't have to look like it was produced by George Lucas, but it should be reflective of the quality of the products and services that your dealership offers. Planning your content You are ready to get rolling, now what? While the lure to create a clever, viral video may be too tempting to avoid, the reality is that most videos don't go viral. Millions 22 JANUARY 2015 outdoor PoWer eQuiPMent www.outdoorpowerequipment.com ■ By Colleen Malloy Video Marketing JuMpstart guide MAin iMAge ©istockphoto.coM/MikkelwilliAM TABLET SCREEN IMAGE PROVIDED BY STIHL INC. Feature Story | Website Solutions