automotive

The Bird Is the Word

One of the reasons video captures your customers’ attention and engages them so effectively is that, when done properly, it tells a story. I came across a great article on AdWeek.com, which shares how the scooter company Bird created a clever video telling a powerful story. It’s not overtly promotional or in your face but instead has some key factors which make it so engaging.

First, it’s story-based. As in any story, it begins with character development, introduces pain points and then provides a solution. When you watch the short video, you see a street line painter endure multiple obstacles while trying to do his job. From traffic congestion, to exhaust, his life is frustrating. Then commuters riding Bird scooters enter the scene. He recognizes they would alleviate the obstacles and decides to take steps to solve the problem.

This illustrates the key factors which should be used when telling a story via video. You don’t have to create an animated masterpiece to convey your dealership’s (or your) story effectively. If you keep the essential elements of storytelling in mind when planning video content for your customers (or potential customers), they will end up more engaged. This translates into a desire to do business with you.

Video content is not all about selling. Sure, you should have videos of your inventory on your VDPs; send out personalized video email responses; communicate with customers via live video and have “Meet the Team” videos so customers can learn more about your dealership’s most valuable asset – your people. But, depending on where the customer is in the sales cycle, some types of videos work better than others.

Video works because customers feel included. When it comes to live video, customers know you are addressing them directly, and they can talk to you in real-time from the comfort of their home. However, even personal video responses can elicit a similar emotional connection. If done correctly, the customer can see that the salesperson is responding to them personally, rather than merely communicating via a generic email template. That personalization, combined with the critical factors of storytelling, not only engages your customer but builds rapport and stimulates emotion.

Here are some quick tips on how to do this:

Regardless of if it is a live video or a personalized pre-recorded video, the structure is the same. Introduce yourself, acknowledge the consumer by name, reaffirm the vehicle they are interested in and then walk them through key factors, identifying pain points by choosing appropriate stories. “Mr. Customer, my name is Bob, and I have been working with Toyota of Mars for 5 years. I’ve helped many customers find and secure vehicles that meet their needs and their budgets. [character development]. I realize that you’re concerned about safety. It’s certainly something that is a concern. Not all drivers are patient, follow the rules of the road and are aware of their fellow drivers.” [pain point addressed] This 2018 Toyota which you inquired about is an excellent choice. It has many safety features, including… [solution addressed].” Then finish the video with a clear call to action expressing what action you would like the viewer to take next and why they should take it.

Adding a touch of storytelling elements to your video content can transform an ordinary video into an engaging and emotional piece that captures and keeps your customer’s attention. More importantly, it separates you from your competition by personalizing that interaction and creating an experience that goes far beyond a simple walk-around or introduction video… and that’s how you get their attention —- and keep it!

Will Video Bring You New Customers?

While many dealerships agree that video is important and worthwhile, at the same time some think it’s time-consuming and lack the resources to put a video marketing strategy in place.

What if I told you that acquiring and scaling a well-planned video marketing strategy which leverages video content for shoppers throughout the entire buying cycle can be automated AND cost less than $5.00 per unit a month? Or that this same video content can help in search engine optimization for your website at no additional cost?  And, how about this: that same video content can also build customer rapport — AND attract new buyers you don’t even know exist? Would it then appear to be worth it?

According to NADA, the average dealership runs a marketing cost per sale of $640 per unit. Dealerships spend a ton of money between all their marketing sources attempting to attract attention to their inventory.

And how about this for a statistic? 93% of marketers say video brought them new customers — Interested now?

There is a case to be made that social media can help sell more cars. In fact, according to a study by leading video research company Animoto, 73% of consumers responded that their purchase decision was impacted by a company’s social media presence.

And what is the most popular type of content across all social media properties?

Video.

The best part is that with a scalable video marketing strategy you can use all of the same automated video content for your social media strategies as well, dramatically increasing the return on investment from all of your digital marketing. Would you rather spend $640 per unit — or much less?  It makes sense to look at what moves units and acquires new customers for the least amount of money. That’s how you increase profitability.

Still need convincing? How about this: 57% of millennials watch more video ads on social media than on television, and 45% of consumers discover brands through video ads; more than recommendations from friends, which is at 31%.

When it comes to discovering brands, word of mouth is still king. But, increasingly, consumers get recommendations from friends and then check out the dealership via social media such as Facebook or online reviews.

Having a healthy and robust presence on social media with video content can influence car shoppers and bring you sales from shoppers you didn’t even know were in the market.

Video content is here to stay and will increasingly dominate all platforms as the preferred type of content influencing sales. If you don’t already have a strategy in place to produce video content to market your inventory, your store’s value propositions, your monthly promotions, your employees, and your brand, you’re behind the eight-ball.

It really doesn’t take as much work as you think. And, the rewards you will reap are well worth the effort.