It makes it easier for me to understand how a product really works. Plus, it’s easier for me to see myself using this product. And, it really brings that product to life. Boy, wouldn’t it be great to hear those three statements from consumers that step through your doors? Heck, if a consumer only made two of those statements after walking into our shop, wouldn’t our jobs and lives be so much easier? Wouldn’t your conversations at the dealership be changed? Wouldn’t the sales process be shorter and smoother?
If you said “yes” to any of those questions, would you please answer this question: Why aren’t you shooting video of your new and used units?!?! Because every one of those initial statements – including “it really brings that product to life” – was made by consumers who watch product video on their mobile devices. Most smartphone users, according to a 2012 study of consumers (Source: shop.org), agree with this statement: “When I see a product demonstrated in a video, it makes it easier for me to imagine myself using that product.” Is there any better possible consumer outcome than that? Isn’t that our whole intent on the showroom floor to have a consumer envision themselves on that unit? Isn’t that nirvana? And we have a device that can achieve this …. but only if you use it. Why aren’t you shooting video of your used and new units?
Well, I’m often told, we don’t have the expertise. Sorry, not a valid excuse. If you can hold a small object and click a button, you’re good to go. Consumers only expect professional video footage when they’re eating popcorn and paying $10 a seat for the latest blockbuster movie. Well, I’m told, we don’t have time. You don’t have the time to allow your consumer to better picture themselves riding your product? Wait, please re-read that. Please consider why you don’t have time to better connect your rider to your units. So, why aren’t you shooting video of used and new units?