Integrating video into the day-to-day tasks in a dealership can have a massive impact on website traffic, enquiry conversions and sales, Cambria Autos’ marketing director Ian Godbold will tell AM conference delegates.
Godbold will provide hard-hitting facts and figures when he co-presents a masterclass alongside the group’s video partner Autos on Show.TV at the Customer Service Summit which takes place on April at Whittlebury Hall, near Silverstone, Northamptonshire.
Cambria Autos has incorporated ‘walk-round’ videos of its used cars for 18 months, but has now moved beyond that experimenting with personal videos which the group is now pushing as a key means of communication and relationship-building.
Rachel Price, client services director, who will present the masterclass with Godbold, said: “A personal video message acts as a bridge between the dealership and the customer developing a one-to-one relationship which is now more challenging to establish since most communications are undertaken by email.
“If a customer can’t remember how to put the seats down in their new car, for example, a personal video message which provides an explanation as the sales executive shows how to do it is much more meaningful and therefore its impact is greater.
“The customer not only receives a visual, easy-to-follow practical demonstration but their perception of the business is boosted as well.
“There is a direct correlation between the number of high quality images and whether a car has video footage on the dealer website and the amount of enquiries received which the Cambria experience illustrates.
“Consumers willingly use video to aid their purchase whilst it has already been shown they are beginning to buy cars over the internet and that trend will only become stronger.”