Social Listening and Quick Action = Video Marketing Gold!

All too often marketers find themselves with writer’s block, if you will, when it comes to new ideas. Short of spending a ton of money for an ad agency, businesses can still find opportunities to insert themselves into trending stories for little money… IF they act quickly. 

Case in point: On Nov. 2, 2017, a young aspiring videographer decided to use the power of video to help his girlfriend sell her car. What was so special about it? Nothing! It was a 1996 Honda Accord. But he created this incredibly clever, well filmed video advertising the vehicle. In fact, it was so clever that, to date, it’s received over 6.2 MILLION views. Yes, a video merchandizing a car went viral. Surprise! Videos sell cars.

You can watch the video here:

CarMax heard about this trending video and quickly jumped into action. They created a response video integrating the features and items for the 1996 Honda Accord and offered $20,000 for the vehicle (We all know that a 1996 Honda Accord with over 100,000 miles is not worth $20,000). This video also went viral because outside observers joined the ongoing story to see what would happen.

Here is the response video by CarMax:

At the end of the day, the videographer accepted CarMax’s offer and his girlfriend sold the car to them – minus the cat.

Why did this work so well for all parties involved; and why did anyone care?

When making the video of the1996 Honda Accord, the aspiring videographer took the time to tell the vehicle’s story. He created a high-quality video walkaround that was over-the-top in personality. The seriousness of his tone in the video essentially became its own character.

Of course, people loved it. But why? For someone to even take the time to make a video like this is itself entertaining. But the character and personality injected into the vehicle throughout the video captured a lot of people’s attention – and for something that’s normally not that attention-getting.

Video has the power to engage and hold an audience when it’s done rightand this videographer did it perfectly.

CarMax saw an opportunity to capitalize on a trending video in a humorous way. But, more importantly, in a way that supports their brand message – namely, that they buy cars. The video had a tongue-in-cheek style that was appreciated by the Internet citizens paying attention. While their video didn’t go quite as viral (only around 350,000 views), that is certainly more views than they were used to getting on any vehicle inventory video.

In the end, the lesson to be learned is that every car has a story, something that makes it unique, special, and desired by “someone”. But that story can only be told by making videos in a way that engagers viewers. Your video doesn’t have to reach 6.2 million people. It only needs to engage one. And when it does, you’ve done your job right.

Make videos infused with personality, which are also high quality, regardless of if you’re selling a Ferrari supercar, or a 1996 Honda Accord.

The second lesson to be learned is that there are marketing and branding opportunities all over the place. You can capitalize on these without much expense, and little effort. While you certainly shouldn’t try and jump on every trending piece of social media that’s gone viral, you should identify those that fit well with your dealership and brand message. The Internet can be very critical if it senses you’re out of character, or solely trying to get attention. Your Internet audience can, however, appreciate a clever response that’s in-character.

Take this as an example of how two videos of a 1996 Honda Accord engaged millions. Consider any opportunities you have at your dealership to improve the quality and engagement of your vehicles through video marketing. You may start seeing more engaged buyers which will translate into faster inventory turn and higher front-end revenues. And that’s what video merchandizing is all about.

Don’t Be So Serious!

by Brian Cox

A little over a month ago, a couple of employees at a car dealership in Illinois published a music video on YouTube titled “Keys In A Box,” which parodied a sketch from Saturday Night Live. These two individuals proceeded to have a great time and showcased their dealership in a creative and fun way. Their reward? Over 67,000 views in just one month, as well as compliments from Jalopnik, Edmunds and AdWeek. I wouldn’t be surprised if this helps place the dealership top-of-mind when a local customer is ready to buy their next vehicle.



Having fun with your branding and being creative with any videos can help you stay top-of-mind with your customer base. Think of the Volkswagen commercial that debuted a few Super Bowls ago – the one where the little kid dressed as Darth Vader and ran around trying to use the “Force.” It was a huge hit and created a lot of media interest and created quite a firestorm on social media.

But why do videos like these stay in our minds while other types don’t?

The answer is simple. They tell YOUR story. The buzz this fun and creative dealership video created is very likely worth more than any print or television ad they could have purchased. And my guess is that all it cost was a little time investment.

Videos are a powerful way to connect with customers. They allow you to share your unique personality. Whether you develop inventory videos for your website, or personalized videos destined for a specific person, take advantage of this opportunity to connect with your customers online. Create a lasting and memorable impression.

Think about perhaps finding the fun, creative people in your dealership and let them do a little outside-the-box thinking. Yeah you’ll probably have to nix a few of the crazier ideas. But I bet you get some great stuff out of it. Consider stepping outside the box a bit and share what is unique and different about your dealership. I am willing to bet you will notice the difference in customer response.