The car should always be the star! What does this mean? Regardless of the type of video you use or produce at your Honda or Toyota store, the sole focus is to educate people about the car they are researching. But what about personalized walkaround videos, direct email responses, why-choose us videos, or testimonials?
If you’re creating video content for your dealership and only take one piece of advice, let it be this: Make sure that the brand you represent, and/or the vehicle you are offering, is visible in every video.
It’s great to send a personalized video email response. It’s certainly engaging and puts a face behind the name. But, while the personal video email response will do that, the customer ultimately is considering purchasing something you sell.
Imagine how much more powerful a personalized video response would be if, instead of filming in front a background consisting of a white wall or other desks, it was filmed in front of the exact vehicle the customer inquired about. I’m not talking about a walkaround. Simply a little product placement. There’s a reason major brands pay big money for product placement in movies, television shows and video games. That’s because it pays off! That Pepsi can that the actor is drinking out of may never be mentioned or referred to — but I can guarantee you one thing… it was noticed.
Make sure that, when making a personal video response, why buy video, or while filming a customer testimonial, the background contains either a vehicle that you sell, the specific one the customer is interested in, or the vehicle they already purchased.
Video content is evergreen in that it doesn’t expire. It can float around the digital universe for an eternity if you want it to. Ensure that as many videos as possible promote not only your store and employees, but also the vehicles that you sell. You never know when someone will come across it and be impacted by it.
Many times, those accidental or unintended video views lead to relationships that span a lifetime. Make sure every piece of video content displays your vehicles – even if that’s not the video’s intent – and you’ll take your engagement and connection to the next level.
For more information on using video at your dealership, please reach out to Doug Thompson at VehiclesTEST.com (954-629-2242), or set up a demo with him.
