Congratulations to Heyward Allen Motor Company’s Service Department! The powerful message they created using Authntk Walkaround Videos wins our November Video of the Month!
I was thinking about Gladwell’s book, Outliers, and wondered where my experience in the auto industry stacked up to his idea of an expert. Much to my surprise, earlier this year I had reached 10,000 hours of working one-on-one with dealerships. I don’t consider myself a guru or an expert by any means, but my recent discovery does hold some weight to it.
Given the array of dealers, what I really wanted to know was what, if anything, do they all have in common? Is there a string I can thread through all of the dealerships in which we can draw conclusions, expectations, and lessons?
Here at Authntk Walkaround Videos, we hold a very unique vantage point.
We have the opportunity to interact with hundreds of dealerships on a daily basis, and it’s our job to familiarize ourselves with their respective marketing efforts. We see a wide variety of tactics from basic sales techniques to blowout events.
We’ve found the most popular dealerships share a strategy that can easily be learned and implemented, and that is one of seizing opportunities.
By 2020, customer experience will overtake price and product as the key brand differentiator (Walker), and communication is key to setting the stage. Back in the day, we had one option to get in touch with a customer: a phone call. Now, open any one of our devices and there’s Pandora’s box of communication, take your pick.
We can sell you on video all day, but you’re really better off hearing it from the customers.
Most of our dealerships take advantage of the Authntk Text Option, which automatically sends a text message in addition to the video email. Customers are then able to reply to the video via text, and we’re loving what they have to say!
Video is king, there’s no way around it.It’s the Tesla of marketing, ruler of the seven kingdoms, the end-all-be-all of content. It sells better, conveys better, and it’s found better.
In strategizing any sort of video efforts for your brand these days, it would be difficult to escape sending personalized video to your customers and prospects. After all, personalized video has a 16x increase in click-to-opens and a 4.5x increase in total/unique click-throughs (Vidyard).
In January of 2017, Steele Chevrolet, a customer of Authntk for two years, expanded their use of video into their service department. Mike Walters is the Service Manager at Steele and we simply asked him how the process is going for them so far, six months in. Here’s what Mike had to say about using video in service...