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Robert Karbaum

Robert Karbaum National Digital Strategy Manager

Exclusive Blog Posts

Texting for Business Landlines - Wait, you can text landlines?

Texting for Business Landlines - Wait, you can text landlines?

I understand that there are many texting platforms but not all texting is created equal. Often dealerships have found trouble with providing one number to …

Tech-Pocalypse Now!

Tech-Pocalypse Now!

There’s a shortage of technicians most dealerships are experiencing, and the drought has no end in sight. Unwittingly, well-trained technicians n…

Making the Sale by Communicating with Your Customers

Making the Sale by Communicating with Your Customers

You may see and talk to dozens of customers on any given day and while most of them are at your dealership to purchase a car (some may just be browsing), o…

5 Referral Program MYTHS - BUSTED!

5 Referral Program MYTHS - BUSTED!

Myth 1: Referral Marketing Programs are less cost effective than other marketing channels. FALSE! 92% of people trust recommendations from friends over…

A Dealership Went Pro-Police And This Happened

A Dealership Went Pro-Police And This Happened

There's a lot of anger in our country right now - for a variety of different reasons.   Sadly a lot of that anger is coming out against the men…

30+ Video Ideas You Can Record in your Dealership Right Now

Content is king, and there is nothing more regal than video content.  Problem is, great video content takes time and resources.  After all, we are not ad agencies; we are dealers and sometimes it is difficult to see past the month's sales target. So, to make creating great video content a little easier I put together a list of ideas for video content that you can use today.  So grab your phones and your cameras and get going!  


New Vehicle Features

It seems that every new model off the line has a plethora of new features that never existed before. For example, the 2015 Lexus NX that launches this fall in North America comes with:

  • Wireless Charging Tray
  • Full Color Heads-Up Display
  • New Remote Touch Interface with Touchpad
  • G Meter and Turbo Boost Gauge
  • Active Sound Control

These features are brand new, and it’s guaranteed that customers who purchase the all-new 2015 Lexus NX will be searching for how to operate these features. No matter what the manufacturer, there is always a new stream of tech updates that you can create walk-around and how-to videos about.  []


Child Seats

Often a new bundle of joy requires a new vehicle, and most new parents have never installed a car seat. Creating a video on how to safely install and remove a car seat in each of your available models will be a great resource to your customers.  



Emergency Service Questions

If the average person is in an emergency situation such as getting a flat tire or an overheated engine, the first place they will look for information is on their mobile device. Creating a video series surrounding roadside emergencies can provide much-needed assistance to customers when they need it the most. With the proper branding, you can encourage customers to come to you even when they aren’t stuck on the side of the road. Here are some examples:

  • How to change a flat tire?
  • How to boost a vehicle with a dead battery?
  • What does smoke under the hood mean?
  • My car won’t start, what do I do?
  • What does a warning light on the dash mean?


Second Opinion Service Questions

When a customer walks away from a service advisor, likely they will look for a second opinion before agreeing to the work. Then, when they refuse critical work and something goes wrong, we aren’t allowed to say, “I told you so.” Creating a suite of videos to alleviate their suspicions and bolster confidence in your services can increase your average customer pay. Here are some examples:

  • Why do I need an alignment service?
  • Is a new air filter a waste of money?
  • Why do I need to change my oil so often?
  • Do I need to rotate my tires?
  • Can I use all-season tires in the winter?


PDI / Admin

Most dealerships charge some form of administration or pre-delivery Inspection fees, and most customers either do not know what they are for, or believe they are scams. Creating a video series of what these services include can easily overcome their objections during the negotiation process.  


Rewards Programs

Many dealership rewards programs are undervalued simply because they are not marketed correctly. Often there are too many benefits that are all crammed into a tiny pamphlet, and customers get lost attempting to read it. Why not create a video series on all the benefits of your rewards program, so you can adequately represent its value? If you partner with local businesses, this is also a great way to cross-promote your marketing efforts. A terrific example of this concept is MGM Resorts International’s M life TV showcasing their M life rewards program. M life TV includes countless videos both available online and in-room that reveal all that the M life Rewards Program has to offer. I have found myself watching the channel for hours in my hotel room learning about things to see and do in Las Vegas.




One of the biggest retention tools in our business is tires, but tires are also one of the hardest items to sell. A lot of this is a result of customer misinformation about how important tires really are. Creating a video series that details the importance of tires can increase your tire sales and your long-term customer retention. [] Here are some examples:

  • Do I need winter tires?
  • What is the difference between Winter and Summer Tires?
  • What are performance tires?
  • Can I buy used tires?
  • Should I store my tires at the dealership?



Certified Pre-Owned Programs

Telling a customer that you offer a 151/201/259 point inspection is good, but showing them a video of all the inspection points is phenomenal. Imagine the value you can build in your certified program with a video series showing how much thought and care is put into every certified pre-owned vehicle on your lot. It’s a lofty goal, but once completed, you can use it for years to come.  


Vehicle Walk-Around’s

This is not a new concept, but few dealers see the value in these videos. If you make a point of creating a 15-20 minute walk-around video for each model every year, you will have soon have an entire library of fantastic content. What is even more valuable is that years later, you can use ALL of these videos to showcase your pre-owned inventory. If you are part of an automotive group with multiple manufacturers, you can share this pre-owned vehicle content across all of your divisions. Many birds with one stone.  


Salesperson Profiles

People buy from people they like, know and trust.  What better way to expedite the process by having a video series that showcases all your salespeople and why a customer should buy from them.  Including personal details about their likes, interests, and passions makes them more approachable, and more trustworthy. These videos are great for a website, but even better for customer follow-up.  Suddenly a customer isn’t being contacted by a salesperson, they are being contacted by Jerry who likes long walks on the beach, small animals and volunteers at a homeless shelter on weekends.  




Get Creative

Overall you need your video content to stand out. If it doesn’t turn heads, it won’t translate into views. There are some rock stars already doing this; Elise Kephart is a fantastic example of keeping things fresh, fun and informative. Even Justin Timberlake says so:  


What ideas have I missed? What has worked well for you? Share your ideas in the comments!

Droppin' Baums








Robert Karbaum arguably has the best name in the automotive industry. His combined experience over the past decade in E-Commerce and the automotive industry has allowed him to master the art of “AutoSpeak”; the ancient language that bridges the gap between internet geeks, the showroom floor and everything in-between. He manages the E-Commerce, Social and Digital Marketing operations at Weins Canada Inc. (formerly Don Valley North Automotive Group); a prestigious automotive group in Canada which includes the #1 volume Toyota and Lexus dealerships in the country. 

Catch him on Twitter (@karbaum) or

Adam Thrasher
Great article Robert! You can add customer testimonial videos and dealership tours to the list. Video walkrarounds and customer testimonials worked well for me back when I was still in the dealership.
John Sinclair
Some great ideas for providing valuable information to customers and creating engagement. Additional ideas for consideration: Video on the owners/history of the business especially if it has a long heritage. Video on available accessories and how to use these. Video on promotional items/clothing especially if you are marketing a prestigious brand. Video on warranty explanation. Video on how to drive in different conditions - 4by4 driving, driving in snow, driving on soft sand. Video on explanation of consumer rights - depending on country you are living
Robert Karbaum
Adam, John: Great ideas! Keep em coming!
Dustin Lyons
I would also add that while the content and quality of the video is important, it is equally important how you use the video. Are your videos just meant to be parked on Youtube to help with SEO and hope that someone finds them and acts on them? Or are you using specific targeted videos with more purpose? For example, I was speaking with a salesperson last night at a dealership that I am working with and he shared how our videos helped him save a CSI survey from disaster. He not only has a great video with good content, but he is using it the right way to make sure they it is very effective. So I recommend making sure that you have a way to really put your videos to use in addition to making great content.
Robert Karbaum
Dustin, Any examples on how to execute on that?

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