By Tim Copacia, EVP of Strategic Development, UnityWorks
The impact of the COVID-19 crisis has changed our world virtually overnight. Although our priority is the health of our families, we still need to do what we can to keep our economy going and meet the needs of car shoppers and service customers. Dealers are fighting to manage expenses at a time when sales have dropped exponentially in the past month alone.
As is often the case during difficult times, automakers are once again offering highly attractive incentives to help consumers overcome their trepidation of making a significant purchase. With all signs pointing to a strong rebound in the next several months, perhaps purchasing a new vehicle with deferred payments for 90 days or zero percent interest for 84 months will spur buyer activity. Some shoppers will want to take advantage of these special offers, and others still need to come in for service but may have concerns about doing so. This is why dealers must inform consumers about what changes they’ve made to their sales and service processes.
Here are some of the ways that you can use video to inform and better serve consumers:
Place a Personalized Video Message on Your Homepage
Video uses sight, sound, and motion to provoke emotion. You can convey what you’re doing to interact with customers safely by mentioning steps you’re taking, such as cleaning and sanitizing practices, enforcing an employee sick policy, adding an option service pick-up/drop-off, at-home test drives, and at-home appraisals. You can then post this video on your website, Facebook page, YouTube channel, email campaigns, and any other channels you use to connect with consumers.
Add Model Test Drive Videos to Your Website
With people spending more time online, it is important to offer model overview videos of your entire lineup on your website. These videos should provide a good overview of the trim levels, powertrain, interior features, colors, and more.
You should also include additional video content for each model that covers performance, safety, and technology features. Not only will this help interested shoppers with narrowing down their model selection, but it also will keep them on your site. Most dealer websites are transactional and primarily push inventory. With more shoppers landing on dealer websites as their first research stop, it is important to include high-quality model video content within this experience.
Utilize VIN Level Video Merchandising
Since consumers may decide to take the delivery of a new car without seeing or driving it, you must have a robust VIN-level video to conduct a virtual walkaround of each new or CPO vehicle on your lot. Don’t rely just on your photos. You want to present the absolute best overview of each VIN. For certain brands, your provider may be able to offer VIN-specific videos using computer-generated images that create a realistic alternative to lot photography, if needed.
You should also consider full-motion VIN videos that utilize smartphone videos with voiceover and music added for an authentic review of each VIN. You can use photo spin apps so consumers can spin the exterior or move inside the vehicle to carefully review every detail. Since consumers are not physically interacting with your vehicles, you need to ensure you are using all available VIN merchandising tools to their fullest.
Use Video Lead Responder Apps to Connect 1:1
Once you have added your overall dealership message on your website, a robust portfolio of model video content to your website, and fully utilized all VIN merchandising tools to help consumers make decisions, it is time to utilize new smartphone apps to directly connect with shoppers or service customers.
A video lead responder app is a simple tool that allows a salesperson to record a personal greeting or respond directly to a customer. You can attach a model video or VIN video to the message for a truly 1:1 experience. Your service advisor or tech can use this app to record the areas of the vehicle that require additional repairs. Sending a personal greeting with an explanation of the repair needed will do a lot to build trust for the future.
Shift Your Video Campaign Messaging
Dealers who maintain a consistent level of awareness during downtimes will better position themselves for a rebound. Modifying your digital video messaging keeps your dealership’s new safety measures and offers top of mind with customers.
Create variations of your personalized website message and adapt them for the media channels you want to use. Keep your dealership in front of potential customers on major platforms like YouTube and Facebook. These are highly affordable platforms that allow you to reach the right people with the right message during this time.
Using video to call out your new consumer experience actions along with highly attractive new model offers and incentives will drive the greatest impact within your digital campaigns.
You Need a Personalized Shopping Experience More than Ever
Offering a “digital front door” alternative to consumers and nurturing shoppers who are not ready to buy today with intelligent remarketing will make your dealership better poised to move a shopper to a buyer.
ARTICLE BY Tim Copacia
Tim Copacia is Executive Vice President of Strategic Development at UnityWorks, a J.D. Power brand. He is a former agency CEO and automotive pioneer in digital marketing, CRM, customer experience management and data-driven video experiences. He has held executive-level roles at BBDO, Wunderman/Young & Rubicam, Campbell Ewald, and Ross Roy/InterOne Marketing Group. He has led multi-million-dollar omnichannel marketing programs across all marketing tiers for several major OEMs.