People (and yes, *many* not just the millennials) will forgo their favorite store to save a few dollars - so why do you expect service customers not to?

The hard truth is that they will, unfortunately, go to a one stop shop - such as a big box retailer - to save a few dollars. Often not having a good experience, but at the end of the day and a bad review on Yelp later they’re still “winning.”

Before throwing the towel in, however, there is a way to combat the pricing war. Video marketing is the it factor - but not a video “selling” a product or a service. Instead, a video advertisement that appeals to emotion and logic where the customer will subconsciously believe that your service center is the logical decision.

When you just use language to sell a product with a “pitch to the customer - who is automatically bias - s/he will have made up their minds within seconds where s/he has already defected from your sales pitch. So you have to change the way you sell by offering two choices. That is both a logical and illogical option.

For example, in a service advertisement it would go as such:

“You wouldn’t trust a plumber to be your primary physician, right? So then why choose a repair shop where you do not have to be certified? Yikes. (Physician with a stethoscope in background popping your hood) Make the right choice and hire one our award winning professionals to repair your vehicle. Giving you the peace of mind you deserve both in the shop and on the road.”  (pan in with shot of your lounge area showing all awards and certified techs - smiling with the customer)

People want to believe that s/he has made the decision of choosing what is best, and when presented with a logical and illogical perspective more times than not s/he will choose the logical option.

Some might argue it is nothing more than a political ad tuned auto campaign. But the fact of the matter is decades later video marketing with both a logic, and illogic perspective that appeals to emotions remains highly effective.

I will leave you with this thought - think about it - people know that a dealer sells cars and has a service center, right?

So why then continue to promote what people already know? It just doesn’t make sense. Creating a video with two options - yours being the right, logical, option just makes sense.

Would you or your dealer consider an ad campaign based on this? Who has already done this with great success or shear failure?