If you’ve watched any television lately, you’ve probably seen the commercials by retail disruptors that reinforce all the negative stereotypes of the car-buying experience at dealerships. For dealers who take pride in providing a positive customer experience, these attacks are frustrating to say the least.
But you don’t have to sit quietly and take it. Nor do you need a huge marketing budget to counter those false claims. Video is an inexpensive but highly effective way to overcome negative stereotypes, especially when utilized at the right time of the buying cycle.
It’s more important than ever to send out messaging to car shoppers that you are one of the good guys. With just a handful of videos, you can assure shoppers that they will have a great experience at your dealership if they will give you a shot.
Here are a few suggestions.
Community Videos
Create videos of how your dealership is involved in your local community. Profile charitable organizations that you help. Tell a story that resonates emotionally and shows that you are one of the good guys.
“Why Buy” Videos
These videos highlight your best value propositions. Price competitive? Family owned? Hassle free? Award winning? When customers come to your lot, salespeople are trained to sell the store, sell themselves and then sell the car. Create videos that mirror this process online.
Customer Testimonials
What your customers say about you is far more influential than what you say about yourself. Creating customer testimonial videos sells your dealership to your customers, showing what makes you a great place to work with.
Showcase Videos on VDPs
Online car shoppers follow a fairly predictable pattern. Most often they visit from a search engine or online marketplace, and come directly to the VDP. At this point, inventory videos are the best way to pique their interest in that vehicle.
But what about your other videos and vehicles? You may have the greatest video content in the world, but when customers land on a VDP to view inventory they have no idea that other video content exists.
To reach these new prospects, make sure your video content is being presented to them at the right time at the right place. The best time is when those prospects are viewing your inventory video. The best place to sell your dealership and customer experience is at the same time you are selling the car, just like you do on the lot. Post your Value Proposition and Testimonial videos right next to the inventory video on the video landing page.
Imagine it. A customer is browsing inventory on your website. They click on an inventory video and a landing page opens up, where they watch an informational and emotionally engaging presentation of the vehicle. They’re interested, but they’re not sure they want to reach out because they have “that stereotype” of what will happen next. They’re afraid that if they call or submit a lead, a salesperson will call and pressure them.
But what if, right next to the inventory video, that consumer sees several other videos mentioned above? After watching the videos, the prospect’s pre-conceived stereotype is gone. They feel comfortable reaching out with their question, or setting an appointment for a test drive. And you’ve got a new lead.
When your business model is being criticized, the only way to fight fire is with fire. Video is the most persuasive medium out there, capable of changing hearts and minds. All you need to do is make sure your videos are being seen in the right place at the right time.
