The seeds of Perrys’ video strategy were planted when it realised it was offering little digitally to potential customers in the early research stage of buying their next car.
Perrys recognised that YouTube was a primary source for this consumer information gathering. The first step was to use video to communicate with these people, providing product information and demonstrating staff’s credibility. Perrys wanted to change the perception of the car dealers, demonstrating the friendly, professional manner of its staff.
Using its own production company, Perrys has developed a fully rounded video strategy. All sales staff now produce video reviews, test drives, aftersales ‘how-to’s’, driving guides and spoofs for its charity campaign (replicating the Vauxhall Viva advert featuring James Hunt).
What started as a means of generating new car sales leads developed into a means of displaying the skills and willingness to help across sales and aftersales.
Perrys’ video library includes presentations on how to get the most out of a car, through understanding its different functions and capabilities. When a number of customers approach sales staff with the same query, a video is made to help out anyone with a similar concern.
Perrys now uploads about four videos a month to YouTube. Its total output is more than 200 high-definition videos, which have attracted 2,004,116 views and 3,163,175 minutes watched.
Category sponsor: Sky AdSmart
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