Leads vs. Video-Based Marketing?

COST COMPARISON TOOL

Assumptions:

% of Web Leads (from Leads-Based Program) that Turn to Visits (Visits/Web Leads)

% of Dealer Website Video Views that Turn to Visits (Google says 49%)

% Closing Ratio on Visits (Closed Deals/Dealership Visits - different for each Dealer)

Average Profit per Deal

% of VDP Web Visitors that Click on Video (when NOT on Auto Play)

% of VDP & SRP Web Visitors that watch Video to Completion

ROI Formula: (Total Profit from Program - Cost of Program) / Cost of Program

EXISTING PROGRAM

Cost of Program

#of Leads

BDC Costs per Lead

Total Cost per Lead

# of Visits

Cost per Visit

# of Deals

Program Profit

ROI

Leads-Based Program

Cost of Program

VDP Views per Month

Video Views Per Month

Cost per Video View on Website

# of Visits

Cost per Visit

# of Deals

Profit from Program

ROI

cliplab Autoplay VDP Videos

cliplab VDP Videos (no Autoplay)

LEADS-BASED VS. VIDEOS-BASED MARKETING COST COMPARISON TOOL

Enter Values (Numbers) in Yellow Fields, Play Around with Them to Use the Tool

Green Fields are Calculated (Leave Them Alone, Play with Yellow Numbers to Change Things)

Assumptions:

% of Web Leads (from Lead Service) that Turn to Visits (Visits/Web Leads)

Unique Visitors per month to Dealership Website

% of Website Visitors who view VDP pages (Cobalt says 7.2%)

% of Dealer Website Video Views that Turn to Visits (Google says 49%)

% Closing Ratio on Visits (Closed Deals/Dealership Visits - different for each Dealer)

Average Profit per Deal

% of VDP Web Visitors that Click on Video (when NOT on Auto Play)

ROI Formula: (Total Profit from Program - Cost of Program) / Cost of Program

Cost of Program

#of Leads

Add'l BDC Costs/Lead

Cost per Lead

# of Visits

Cost per Visit

# of Deals

ROI

Leads-Based Program (i.e. AutoTrader, etc…)

Cost of Program

VDP Views per Month

Video Views Per Month

Cost per Lead

# of Visits

Cost per Visit

# of Deals

ROI

VDP-Based Videos on Auto Play

VDP-Based Videos with no Auto Play

ENTER THESE

5,000

The Spend (Cost of your program)

Cost per Lead

50

# of Leads Generated

# of Visits

0.00

Additional BDC costs (Phone & CRM)per Lead

Cost per Visit

50%

Conversion Rate (Lead to Visit, .4 = 40%)

# of Deals

50%

Closing Rate (.3=30%)

ROI

1,500

Average Profit per Deal

ENTER THESE

1,000

The Spend (Cost of your program)

Cost per Lead

200

# of Views of your videos

# of Visits

10%

Conversion Rate (Lead to Visit, .4 = 40%)

Cost per Visit

20%

Closing Rate (.3=30%)

# of Deals

1,500

Average Profit per Deal

ROI

LEADS-BASED VS. VIDEOS-BASED MARKETING COST COMPARISON TOOL

Enter Values (Numbers) in Yellow Fields, Play Around with Them to Use the Tool

Green Fields are Calculated (Leave Them Alone, Play with Yellow Numbers to Change Things)

Assumptions:

% of Web Leads (from Lead Service) that Turn to Visits (Visits/Web Leads)

Unique Visitors per month to Dealership Website

% of Website Visitors who view VDP pages (Cobalt says 7.2%)

% of Dealer Website Video Views that Turn to Visits (Google says 49%)

% Closing Ratio on Visits (Closed Deals/Dealership Visits - different for each Dealer)

Average Profit per Deal

% of VDP Web Visitors that Click on Video (when NOT on Auto Play)

ROI Formula: (Total Profit from Program - Cost of Program) / Cost of Program

Cost of Program

#of Leads

Add'l BDC Costs/Lead

Cost per Lead

# of Visits

Cost per Visit

# of Deals

ROI

Leads-Based Program (i.e. AutoTrader, etc…)

Cost of Program

VDP Views per Month

Video Views Per Month

Cost per Lead

# of Visits

Cost per Visit

# of Deals

ROI

VDP-Based Videos on Auto Play

VDP-Based Videos with no Auto Play

ENTER THESE

5,000

The Spend (Cost of your program)

Cost per Lead

50

# of Leads Generated

# of Visits

0.00

Additional BDC costs (Phone & CRM)per Lead

Cost per Visit

50%

Conversion Rate (Lead to Visit, .4 = 40%)

# of Deals

50%

Closing Rate (.3=30%)

ROI

1,500

Average Profit per Deal

ENTER THESE

1,000

The Spend (Cost of your program)

Cost per Lead

200

# of Views of your videos

# of Visits

ver3

10%

Conversion Rate (Lead to Visit, .4 = 40%)

Cost per Visit

20%

Closing Rate (.3=30%)

# of Deals

1,500

Average Profit per Deal

ROI

Assumptions

Dealership Monthly Car Sales per Month

Clip-lab Costs

One month subscription

Sold

Profit

Cars included

New

Costs for Additional Cars

Used

Total

Total

3rd Party Lead Costs

Cost per Lead

Dealership Website

Leads to Visits

Unique web Visitors

Visits to Sales

Web Leads

Total Conversion to Sales

Leads to Visits

Cost for one car

Visits to Sales

Total Conversion Ratio

Total Expected Web Sales

Increase Web Lead Conversions = More Car Sales

Web Leads

Conversion Ratio

Sales

Extra Sales

Percentage Increase

Extra Profit

Net Revs

ROI

Spread

3rd Party Leads vs. Clip-lab

Total Lead Costs

Costs per Car

Dealership Net Revs

ROI

3rd Prty

Clip-lab Total Costs

3rd Prty

Clip-lab

3rd Prty

Clip-lab

Difference

3rd Party

Clip-lab