AM Awards 2016 citation - Best Use of Television and/or Video

Perrys Motor Sales has made this category its own for a second year in a row with further developments of its YouTube online video channels.

What started out as a project aiming to “change the perception of the industry and the salesperson” has grown into a three-pronged approach to growing the brand’s reputation via entertaining and informative video content.

While the group describes its videos as “raw and authentic”, they appeal to potential car buyers, owners and committed petrolheads.

Perrys’ YouTube channels have been divided into Car Buyer Guides, Car Care Guides and Vital Drive and videos for each are produced in-house within dealerships’ normal operating hours.

During the past year, the YouTube channels attracted more than 2.75 million views (up 37% year-on-year) across 4.95m minutes’ worth of online content, which coincided with a “vast increase” in organic Google enquiries.

Sales staff at dealerships have been trained in the importance of video and recommend YouTube reviews and advice guides to customers as well as suggesting ideas for future content to the marketing team.

A Perrys spokesman said the project was always about improving the brand and industry perceptions, rather than sales, adding: “We use YouTube to change the perception of the automotive industry and car salesmen.

“We use staff in videos to show off their product knowledge and show them as friendly, approachable and professional.”

The AM Awards judges said: “Its use of video covers all the bases with a quality approach.”