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AM Awards 2017: Best use of video - Luscombe Motors

Robin Luscombe, managing director, Luscombe Motors, (left) collects his AM Awards 2017: Best use of video from chairman of the judges Christopher Macgowan

Luscombe Motors described its business as being very conscientious regarding different marketing methods that become available. It was while developing its social media strategy that the leaders decided video marketing had a valuable role to play in their aim of standing out from the crowd.

Working with Neil Weightman Digital Media Solutions, it takes a results-driven, analytical approach to video. Luscombe Motors A/B tests its videos to ensure it is providing content that engages, and it has also created video for specific audience demographics  through Facebook’s advanced targeting methods. One such campaign for the Suzuki S-Cross retargeted those people who had watched at least 75% of an initial video, and delivered a second video message with fresh content.

Its used car volumes and profits have risen strongly, and customers mention having seen it on Facebook.

As its entry by managing director Robin Luscombe stated: “We use video as the most effective form of content to push that message and create a sense of building trust between ourselves and the public. This is the same objective across all departments, from service to sales.

“Our objective is for Luscombe Suzuki to stand out from the crowd, be personable, friendly and make it easy for the potential customer to know exactly what they should expect from us. This is imperative as we use video to help build trust and not just to drive sales messages.”



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