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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!
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:
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. [Tweet This]
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.
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:
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:
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.
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. [Tweet This] Here are some examples:
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.
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.
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.
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:
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 DroppinBaums.com.