A very interesting article published by Entrepreneur shares an analogy about how marketing is a lot like dating. The article explains that marketing is essentially about building relationships with your consumer audience. Most people would agree that it is aggravating on a first date, or when meeting someone at a social gathering for the first time if the other party simply talks about themselves the entire time. This illustrates they only have an interest in themselves and none for you or anyone else in the group.
The same philosophy can be applied to marketing. A lot of marketing revolves around concepts such as “This is what makes my product great!” or “Buy My Product!” and many consumers tend to lose interest fast – exactly like you would on a date or in a group at a party. The key isn’t to start by giving shoppers a long list of all of your product’s features, but rather to have a benefits-focused message that gets them engaged and yearning to learn more.
While in today’s Covid-stricken world people are seeking interaction, we still want to buy the things we need or want. Wouldn’t your dealership want to satisfy both of those needs? In doing so, you create a bond between the consumer and your dealership that can last far beyond the pandemic. Consumers will absolutely remember those that take the time to recognize them as individuals and not just random wallets.
How can you do this? Video email/texting and live video communication and by using your past customers to “sell” your dealership to current shoppers with video testimonials.
Cell phones are pretty much stapled to everyone’s bodies. They are the first things many people look at when they wake up, checking them constantly for all communications. Emails are fine. Text messages are better. But video messages – including personalized videos; live-streaming videos; and other forms of communication that involve targeted one on one communication with another; trump everything. Can these types of communication be combined? Sure! You can send an email or text with a video message. You can live-stream with a consumer regardless of whether you can both see each other, or they can only see you.
Additionally, one of the best ways to sell your dealership’s value to your customers is through customer testimonial videos. These videos use customers that have already purchased from your store. They explain their great experience working with your dealership. Placing these on your website is an amazing way to let potential shoppers know that they can trust you.
Using personalized videos and live streaming to communicate with the consumer more ABOUT their needs than about yourself is gold right now. Don’t just talk to them about a vehicle, inspire trust in yourself and your dealership by taking the time to truly get to know each shopper. It should also remain gold post-pandemic as this is what consumers want. Canned and templated messages are no longer very productive (not that they ever really were.)
Find tools that can assist your dealership in easily creating personalized video messages and communications. By providing your salespeople and service advisors with tools that are easy to use employees will sell more cars and service advisors will find that service recommendations are accepted more easily.
Stop being “that guy” on that date who only talks about himself. You will get much more attention, interest, and interaction by being more interested in the other person.