Digital Dealer - October 2017 - 19

THE FUTURE BODES WELL FOR STRONG
BRANDS. RESEARCH HAS SHOWN THAT WHILE
THE 'MILLENNIALS' AND EVEN YOUNGER
FUTURE CUSTOMERS HAVE LESS LOYALTY TO
BRANDS, THOSE SEGMENTS PLACE HIGH VALUE
ON A BRAND THAT CAN BE TRUSTED FOR MORE
THAN JUST A LOW PRICE."
community leaders. If
someone wants to say
good things about the
dealership but doesn't
want to be on video,
consider using still pictures of that person with
their audio. It's especially helpful with timestressed individuals.
Ask the same questions. Try to ask the
same questions in the
same order...
"When you hear the
name '(dealership),'
what do you think of?"
"What do you think
makes '(dealership)'
different from others?"
"Beyond selling vehicles what has '(dealership)' done for/meant to
the community?"
"When someone asks
you about '(dealership),'
what do you tell them?"
Write your narration
of the story around responses, using multiple
responses to convey
realism. Example:
(narrator) "The Jones
dealerships have been
a part of his community
for 73 years...and for
some it has been a lifetime of relationships."
(older customer) "I
think my dad bought his

first car here in 1953 and
our family has been coming here ever since."
(technician) "I started
working here when I
was 17 and now I have
six grandchildren...so I
would say I'm a lifer with
Jones!"
(dealer) "My grandfather use to tell us stories

however proper lighting,
some makeup and good
sound are critical to your
success. Additionally,
even though you can
upload a camera phone
video to your social page,
if you're using television,
the quality of the video
becomes more critical.
It's all in the editing.

ALMOST EVERY
DEALERSHIP HAS
'BRAND VALUE' BUT TOO
MANY DEALERSHIPS
FAIL TO IDENTIFY,
PROMOTE AND MARKET
THE PERCEPTION OF
THAT BRAND."
about how much he loved
the car business and how
he hoped we would all
stay involved. I'm really
proud to be a third-generation Jones dealer."
Use professional videographers. At one time,
filming/videotaping was
an expensive proposition. Today, there are a
number of qualified pros
who can do a good job
in capturing video and
sound at a reasonable
cost. You don't need
massive production costs,

Once you have captured the interviews and
appropriate 'cover' of the
dealership, a good editor
can make magic happen.
With enough material,
you can use the same
footage for long-form
infomercials that can be
aired on television. It's a
lot more affordable than
you might think. Ask local
stations what a half-hour
program goes for on a
Sunday afternoon or
late night. Edit several
five-minute videos than

can be shown in rotation
on digital signage in the
showroom and service
area. "Why I bought
here" videos that help
confirm a visiting customers' good judgement
that they have come to
the right place to buy a
vehicle.
The future bodes well
for strong brands. Research has shown that
while the 'millennials'
and even younger future
customers have less
loyalty to brands, those
segments place high value on a brand that can
be trusted for more than
just a low price. This correlates with the research
showing younger buyers
are more focused on
streamlining the buying
process.
If you'd like a step-bystep worksheet for conducting video interviews,
email me.
JIM BOLDEBOOK is Founder of Creative Broadcast Concepts (CBC), an advertising/
marketing agency working
with some of America's most
successful dealerships. He has
been involved in the broadcasting, advertising and marketing
fields for almost 50 years.
EMAIL: jim@cbcads.com

D I G I TA L D E A L E R . C O M

OCTOBER 2017

19
http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - October 2017
