- At Dave Wright Nissan-Subaru in Cedar Rapids, Iowa, the 2014 Nissan Rogue and 2014 Subaru XV Crosstrek are the stars of unique sales videos put together by the staff.
- Wright says every contact with a customer can potentially trigger a video, with each salesperson encouraged to make a short film daily.
- Some of the videos show off new models and features, but many are aimed at specific customers and their particular interests.
CEDAR RAPIDS, Iowa — At Dave Wright Nissan-Subaru, such vehicles as the 2014 Nissan Rogue and 2014 Subaru XV Crosstrek are the stars of highly personalized sales videos created by the dealership's sales staff.
It's no secret that videos sell cars. Almost all dealers have a number of short films on their Web sites, everything from virtual tours to highlights of new features to new-model introductions. Most of these are professionally produced, and many originate from corporate headquarters.
Each of Wright's 10 salespeople is encouraged to make a short video daily. Some are simple walkarounds of a model, pointing out new features and functions, while others key in more specifically on items of interest to a particular customer.
Every contact with a customer can potentially trigger a video and, Wright told Edmunds, the variety of content is "endless." The idea, he said, is to "make an impression. It's a different way to communicate with customers."
Videos, while common, are still a relatively new sales tool for many dealerships. As Wright said: "Everybody's still trying to figure it out. We're trying to make a unique statement in the market."
Many of the videos can be found on the dealership's YouTube channel. Several are intended to reinforce a recent customer visit, like one 30-second spot in which the salesman tells a shopper, "I'm showing off a 2014 Subaru Forester," as he ticks off some of the vehicle's features.
In another video, just over a minute in length, a salesman says: "I'm standing outside, it's 30 below and I'm showing off this 2014 Nissan Rogue SL." He points the camera at the interior and continues: "What's an Iowa winter if you don't have heated seats?"
Wright says: "The videos aren't scripted. There are no actors, no producer, no film crew. We want them to look real. They're shot on tablets and smartphones." The salespeople "spend some time thinking through what they want to say, do a bit of planning and make the video. It's not a big time investment."
The results have been promising. Wright says that since videos have been added to his marketing and advertising plan sales are up, customers are responding very positively, and the dealership's YouTube channel is getting thousands of views per month.
Edmunds says: While not Spielberg quality, the unscripted videos have a certain charm and put this dealership in the vanguard of the social-media push.