Lehel Reeves shares why consumers prefer video and how dealerships can lose sales if they fail to provide it.
There are a huge number of travelers on domestic flights each year. Southwest Airlines, not unlike others, offers these passengers paid wi-fi, but, more importantly, in-flight entertainment. The standard of that entertainment has changed immensely over the years. In the not too distant past, flight attendants collected discarded newspapers and magazines and offered them up to the next group of fliers for ‘entertainment.’
Today is vastly different due to the mediums now available and advances in technology which has effectively changed people’s desires. Take a look at this image.
It is a current pamphlet in every Southwest Airlines seatback notifying passengers that there is “in-flight entertainment.”
Let’s do a quick dive into these. Five types of “free” entertainment are promoted– movies, on-demand TV, messaging, live TV and music. How many of these are video-related items? 3 out of the 5!
Guess what folks? Airlines have chosen video as the preferred method of entertainment. I bet that there were focus-groups galore before they decided what amenities they wanted to adopt and market. You better believe they did that before adopting the technology along with the related expenses!
Of course, some passengers bring their own newspapers and magazines (because the airlines don’t offer them anymore, except for their own in-flight magazines). Passengers also bring digital reading material and… surprise… iPads with movies (hint: videos)!
There are many things these days that can be used to entertain people while stuck in a giant tube 15,000 feet in the air –all looking for things to … God help me… pass the time. Personally, I prefer to sit in the first-row isle seat — I like to be the first one OFF the plane, rest my cowboy hat on my knee, and…watch movies that I’ve downloaded specifically for the flight.
If you are hesitant or uncertain about the impact video can have on your customers, just be observant on your next airplane ride and see what the majority of people are doing to pass the time… I would bet I know the answer.
If you ever travel with a cowboy hat, rest it crown up on the seat back tray to avoid any damage. Be sure to thank the flight attendants and, once you see that everyone is watching some sort of video content, take a break from any in-flight entertainment you may be enjoying, and look out the window once in a while. The Grand Canyon looks awesome from high in the air. The World is an amazing place to see!
Today’s consumers want marketing that is personalized to them. In the past, marketing has always been about broadcasting the same message to everyone. Attempting to catch as many “fish” as possible. That strategy no longer works in today’s modern world of consumer shopping behavior.
To truly capture a customer’s attention and win their business, you must focus on personalization. Many marketers utilize generic, bland, stock imagery, and video to tell their “story.” This practice is so bad that a poet even created lyrics parodying marketing in a video titled, “This is a Generic Brand Video,” .
Somewhat ironically, this video ended up being supported and promoted by a company that sells stock photos and video. While the video may be a little dated, the message and lessons it implies still hold true today.
Technology has made it possible to personalize every video to every individual customer without having to do a lot more work. In the dealership world, that means that every personal communication, service video, vehicle walkaround, or employee introduction can be tailored and personalized. Sadly, too many dealerships are failing to take advantage of this ability.
It is well-documented how video content is hugely desirable and highly influential to today’s consumers. If you can engage these consumers with relevant content and become a resource, you are a step ahead of the game. Take it to the next level by then personalizing that video content, and you can blow your competition out of the water!
Your customers don’t want to feel as if they are part of the millions. They want to feel as if they are the most important one among the millions. If you can accomplish that, you will earn their business, trust, and loyalty. Watch the video again and be honest… how many commercials have you seen that employ those same generic marketing tactics? This video struck a chord with marketers because it is hilariously accurate. It did, in fact, go on to win awards.
People don’t care about you or what you are trying to sell them if you don’t care about who they are. Use today’s technology to leverage the power of personalization in your video marketing effort. You will find that anyone you are trying to win as a customer will choose to do business with you because you cared about them.