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Most dealers know what to do. Get testimonials. Get pictures of happy customers. These can be turned into Facebook gold.
The problem is that the pictures of happy customers are often about as boring as a picture can be. There's a customer standing in front of their new car. Sure, they look happy, but is it going to get anyone's attention? Is it going to get comments from local prospects, even the friends of the person who is in the picture?
Usually, the answer is no. Thankfully, there's an easy fix to this. Make the pictures fun!
Advantage Autoworks does a great job at getting (or making) good pictures of their customers. Here are some examples:
Nothing says "I trust them" like interaction between the customer and the salesperson. When it's genuine, it allows your dealership to highlight the personal attention you give your customers. This is a differentiator as most car buyers are not used to working with people they can truly like at the car dealership.
This is an exciting moment for your customer. Encourage them to express their real feelings, their real style. Automobiles embody moments of pride. Let them show it.
If they bought a convertible, this is the right shot to take. If they bought a truck, don't get them standing in front of it. Get them in the truck bed leaning over the cabin. Moonroof? Get them to stick their head out. There's a ton of options to make the photo fun.
This is the hardest one, but can be very fun. In this image, they have a Jeep. Where does a Jeep belong? Yep, climbing rocks. If they bought a sports car, get them to do a quick burnout (with permission from the GM, of course) and snap the photo with smoke coming off the rear tires.
You won't always be able to get a customer to do much more than pose in front of the car. If that's the case, make in interesting with angles. Shoot from the side. Shoot from the ground. Shoot from up above as with the image above. It's not ideal, but at least it's not a straight-on shot of the customer and their car.