With consumers devouring much of their content by watching video, it stands to reason that dealers should be incorporating the medium as much as possible across its entire operation including used cars, Perrys’ digital manager Lee Manning will tell delegates at AM’s forthcoming Used Car Conference.
After winning three digital accolades at this year’s AM Awards, including Best Use of Television and/or Video as well as the group receiving the overall Digital Initiative of the Year Award, Manning will explore how Perrys has made use of digital in developing its used car operation with a particular emphasis on the role of video when he takes to the stage at this year’s event.
Taking place at the Hilton St George’s Park in Burton upon Trent on 20 October 2015, AM’s conference identifies key areas where dealers can potentially boost profits from customer care to stock management.
He said: “For us, developing our digital communications was about taking a step back, going back to basics and applying a ‘customer first’ approach. It can be too easy to become sidetracked with the latest technology or marketing medium rather than looking at things from a customer’s perspective. We try and put ourselves in the position of the customer and develop our digital strategy accordingly.
“Since we are all increasingly opting to consume just about everything from news to entertainment by watching videos, we knew this was a medium we would have to explore if we were going to capture the imagination of car-buyers who were searching online for their next vehicle. We have produced a variety of videos in-house which provide a range of information from finance options to ‘how to’ films and the results have been beyond our expectations. Video will continue to form an essential part of our digital strategy and we think it will become a vital tool for our used car operation in particular as consumers expect to both view cars in this way and watch a short clip to provide them with the detail they want to help them make their purchase decision.
“Consumers also want to know more about the business than they ever did in the past before they buy. Video helps us to create a personality and engage in a way which we hope is more likely to persuade them to choose Perrys when making their one or two visits to a dealership when buying a used car.”
By being quick off the mark to recognise the importance of video, arguably, Perrys has stolen a march on YouTube. The group uploads around four videos a month to YouTube and has so far created more than 200 high-definition videos, which have attracted 2,004,116 views and 3,163,175 of watched minutes. Perrys significant YouTube presence also provides content for other social media channels such as Facebook. With 100,000 followers across 25
Facebook channels, Perrys is able to use the platform to further promote its videos resulting in more views and shares.