Lehel Reeves shares three types of video responses to send to your customers that can increase show rate and lead conversions.
It’s that time of year again. Right after Thanksgiving, the starting gun booms and the mad rush of the holiday begins. Keeping your dealership top of mind during this season can be challenging.
We in the car business know that it’s a great time of year to buy a car, but not everyone knows that—and not everyone has the time or inclination to buy a car at the end of the year with so much going on.
To cut through the noise and capture your customers’ attention during this crazy time, you have to stand out from the crowd—and there’s no better way to do that than with video. Specifically, here are three essential videos every dealer needs for the holiday season.
December is the final month of the quarter and of the year. Let your customers know that some of the best deals to be had are in this month. Manufacturers do a great job of branding in December, serving up plenty of television commercials featuring the latest models with big bows on top. How is your dealership leveraging these ads?
Create a video featuring YOUR best deals and incentives this month, then use it in a multi-channel campaign. Send it in an email to a targeted list and send it as a text to customers who have opted-in to text campaigns. Create a Facebook and Instagram video ad campaign and a Google display ad campaign. Don’t forget to post the video on your website and on your YouTube channel. A targeted, relevant digital video campaign is less expensive than a mass-mailing postcard campaign and will return a much bigger bang for your buck.
November and December are also good months to get a car winterized for the onslaught of freezing temperatures ahead. Create a service deal and promote it as a gift for your customers—either to buy for themselves or for their loved ones. What better way to show that you care than keeping your family safe as they drive on icy roads? Similar to your sales deal video, promote this video across multiple channels.
Although it’s a good time to promote your holiday deals, that’s not the only marketing you should be doing. This time of year, people are focused on family, friends, gratitude and giving. If the only message you send out is “Come on in for a great deal!” you risk being perceived as a Grinch.
Create a video holiday card for your customers. A video is more personal (and cost-effective) than a postcard, and you can even personalize the audio or text to include the recipient’s first name!
In this video DO NOT promote your deals or ask the customer for anything. Simply express your appreciation for their business and wish them a happy holiday season. This video should feature messages from your dealership principal(s) and department managers.
Don’t be afraid to get creative! A customer appreciation video can be warm and heartfelt, or funny and light-hearted. The main thing is to make it sincere.
A Time of Giving
The holidays are the best time of year for you to elevate your dealership’s brand by demonstrating how you give back to the community.
Is your dealership hosting a Toy Drive or taking donations for a charity or Food Bank? Create a video that shows how your charitable event benefits the community. Another option is to create a ‘recap’ video of everything your dealership has done for the community this year.
People feel good when they give, and nothing inspires giving more than seeing someone else give. Let your dealership be that inspiration for others and before you know it, you’ll attract people to your showroom because they want to help your donation efforts, and not necessarily to buy. And that’s OK for now. Because you’ll grab their name and contact information, add them to your marketing list and they’ll remember you when it comes time to buy or service a vehicle.
Make the holiday videos a fun project that all of your dealership employees (who want to) can get involved in. Use the holiday videos in multi-channel marketing campaigns to maximize reach, frequency and ROI. Before you know it, you may have a new holiday tradition that both your employees and your customers will love.
Consumers have grown tired of the countless vanilla marketing messages many companies keep sending (and yes, that includes OEMs and dealers.) However, the marketing tactic that is enjoying success is relevant marketing directly aimed at a specific individual. Relevance is the key to winning today’s consumers. But, it’s not only about relevance, it also involves delivering that message in an engaging manner. Well, how do you best do that?
A recent article in Forbes shared that while ad spend is up 22%, the majority of marketing channels and methodology often produce an open rate of less than 19% and a click-through rate under 3%. Video, however, performs much better. The article shares a story about a business that decided to shift its budget away from traditional marketing messages and instead use personalized video messages. The videos are personalized and available to the consumer on any platform. The results are incredible, with a 98% open rate and a total transformation in terms of reduction in early churn.
Personalization is vital to capturing a consumer’s attention. And there is no more effective way than through the medium they prefer: video.
There are many pieces to each dealership’s marketing puzzle. If your dealership is looking to cut its marketing budget because of a downturn in sales, first consider which pieces of that puzzle produce sales that can be tracked versus those that are shiny objects.
The great thing about sending personalized videos to prospects and current customers is that consumers tend to engage, and it is also one of the easiest types of marketing content to produce, the most affordable and performs the best.
It doesn’t matter which platform your prospective car buyers choose to engage with your dealership; videos perform the same regardless of platform. Videos emotionally connect with people and make them feel more special than an automated template shooting out from a CRM. Consumers can smell those a mile away. A personalized video, however, addresses them by name and shares the exact information they are seeking on the exact vehicle. Which is going to get a warmer reception and build rapport faster?
People like to do business with businesses (and people) that they like. As long as the customer is hiding behind an email address, or ignoring your phone calls, you are simply more noise that is not specifically relevant to them.
There is a reason personal videos made relevant to each individual customer perform better than other forms of communication. The biggest one being that the consumer recognizes that, while they may receive similar auto-responder templates both at the beginning and during the follow-up process, YOUR dealership chose to take the time to address them on a personal level with a video that answered their questions and welcomed their business.
Stop shooting for 3% response rates and think bigger. Video not only engages more customers; it generates more sales and builds loyalty as an excellent side benefit.
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.