HOW IT WORKS
At this initial stage, we aim to tell a story about your business.
What is unique about you? We need something that grabs people's attention online.
Our goal here is to raise awareness; let people know what you're all about.
The example provided here is Applewood Auto Group, one of the largest Auto Groups in Canada. This video tells the story of the company, all the way from its foundation in 1998 to having multiple locations in 2021. The founder and CEO expresses his passion for cars and racing.
"We don't just sell cars. We love what we do."
Now, we want to turn awareness into interest: how can you solve your customer's problem?
There are multiple types of videos we can use for dealerships at this point: showcase large inventory, new vehicle selection, etc.
This particular example showcased Top Reasons To Buy At Applewood Nissan, one of the stores in the group. We mentioned, among other things:
large new and pre-owned inventory; numerous financing and leasing programs, and best trade-in value.
At this stage, your prospect has already shown interest in purchasing a vehicle.
Now our goal is to turn that interest into desire.
You want to trigger EMOTION at this point. Move your prospect into an emotional stage.
In this particular example, we showcase the all-new 2022 Nissan Frontier Pro 4x.
We highlight some of the best features and what makes the truck so special.
Now what we need to do is push for the action. We highlight special promotions, sales, financing programs, etc.
The GREAT majority of marketing companies deliver these videos to customers in the awareness stage, which leads to poor results.
Here we advertised the "My Choice Sales Event", which was designed to provide massive benefits to customers and generate high quality local leads.