Video at the dealership to attract customers

The video at the dealership is an important resource in managing the relationship with customers because, thanks to its characteristics (engaging and viral), it allows companies to attract more customers and to get through dark periods such as the current Coronavirus.

The video call at the dealership is also a tool that is useful in the automotive sector, thanks to direct and virtual contact with the customer who can view the car they are interested in from home.

The website is now a resource available to many, if not all, dealerships. Competition on the web is increasingly fierce and in order to stand out it is necessary to think of a strategy that can give added value to your service: video at the dealership. 

The images accompanying the technical datasheets of cars are no longer enough to convince the customer to choose us. We should know that according to a Google search by Millward Brown Digital, a significant percentage of people (70%) search online for YouTube videos to find the answers they need. 

YouTube is a social network that has a strong potential in attracting customers because it is a highly consulted platform for the right type of target.

Through the platform, the videos are able to involve, attracting more attention and are the opportunity that allows us to evaluate the characteristics of the car up close as if we were actually at a dealership.

The videos can be shared on other social platforms and therefore become viral, or be viewed by a greater number of people that are being interacted with for the first time. Furthermore, by inserting calls to action and optimising the videos with the right keywords (SEO) it will be possible to obtain excellent positioning on search engines. 

The videos can also be transmitted through the creation of special personalised apps that the customer can use not only to view the images they want but also to access other digital services such as online booking of appointments. 

Many dealerships, unaware of the benefits, are built on videos and have not so far been interested in this winning strategy. Yet, it is important to know that already from 2013 to 2014 the value of the Italian online video advertising market went from 90 million to approximately 170 million Euro.

In this pandemic period, in which companies in general have suffered greatly from the drop in sales due to the lockdown, the advantage presented by videos has become ever more apparent. The dealerships that already had these options at their disposal were able to continue their sales process, weathering the crisis much better than those who have always presented a series of images on the site.

The types of videos at dealership

Regarding the type of video, here are some ideas that will help you choose the right style for each piece of content to be recorded:

1. Video description: these are contents that present the characteristics of a car (interior and exterior).
2. Road simulation video: in which the vehicle’s performance is highlighted through a simulation made by a person driving the car.
3. Video Tutorials: these are of great importance in terms of inbound marketing (attracting the customer) because they are able to respond to the precise need of an online surfer seeking a solution. A tutorial could present a video explaining how to change tyres, how to install a car seat, how to disable the anti-theft system, etc.

The video call at the dealership

Another additional and very particular service, the importance of which became especially important during the Coronavirus is the video call with the consultant of a branch to accompany customers while respecting their health and safety. 

Many companies have started using Whatsapp or Facetime to talk to people in real time, allowing them to virtually visit a dealership from the comfort of their sofa.

To ensure an efficient service, customers are asked to book an appointment that includes filling out a form and entering all their contact data. So on the one hand, anyone interested will have a precise date and time for them to learn more about the information they want as well as providing them with a free quote; on the other hand, the dealership will benefit from an important database that will allow it to send potential buyers proposals, promotions, information, etc.

In conclusion, integrating the videos in the dealership into your web strategy through the creation of an App and sharing them on the platforms where we have our page (Facebook, Instagram, etc.) is the best solution today for anyone seeking to attract a greater number of customers tomorrow.