Video advertising is still king when it comes to attracting new and eager customers to your car dealership.
Why video, in a day and age where there are so many mediums to get the word out about your business?
Because we are in the business of cars – and, if there’s one way to entice someone who either loves cars or simply needs a vehicle to get to work everyday, it’s video footage of your inventory. Sometimes people need to ‘see it to believe it’ and this is especially true when it comes to automobiles.
If you want to bring in a fresh crowd of prospective buyers who want exactly what you are selling, video ads are the way to go. And, if you want to get the word out to as many customers as possible and you’d like to do so on a budget, online video advertising is key.
The name of the game here is ‘attention’ – attention equals customers, and customers equals sales.
Here are three unique video automotive advertising strategies that you can use for your car dealership:
- YouTube Bumper Ads
This type of video ad is an easy one to introduce to your marketing campaign.
Essentially, a Bumper Ad is a quick six- to ten-second ad that runs in front of another video (in this case, a YouTube video); the goal is to catch the users’ attention, establish your dealership’s name, and display some sort of appealing offer, deal, or special upcoming event that is enough to get the consumer to ‘click’ in order to get more info.
The caveat to this simple ad format is that you must be targeting well-enough so you are not wasting your budget. In order to do this, your Bumper Ad must:
- Only show to users who are in the immediate vicinity of your dealership, and
- Only play in front of videos about vehicles, preferable ones that show buyer intent… as in, a video that’s titled “How To Choose Which Car To Buy” or “Best Ford Truck in 2020”.
These bumper ads can simply be an aerial view of your dealership whilst also displaying your location and relevant details; or, you can try getting the ‘action shot’ and showing your inventory in use.
You can experiment with different types of Bumper Ads; just remember, they must be quick, deliberate, and enticing enough to get the almighty ‘click’.
- Facebook Page Dealership Tours
The idea behind this video ad style is simple; post a video where someone (preferably the ‘face’ of your dealership) does a tour of your location, showing off your inventory..
You can post this to your dealership’s Facebook Page, which makes this practically ‘free advertising’, since you are sharing video with consumers who already follow you.
This video ad strategy is great for tight budgets.
As you know, people (especially those who already follow your dealership’s Facebook Page) love to see cars – sometimes a simple tour is all you need to draw in a fresh group of prospective buyers.
- Instagram Video Ads
While Facebook is great for long-form style ads (such as a dealership tour), the Instagram platform sets a time limit on how long your video can be.
It doesn’t matter whether it’s posted on your page or run as an advertisement.
Whether you’re paying to ‘boost’ your video or not, it must be enough to stop users dead in their tracks; the ad must be powerful enough to ‘force’ the user to stop scrolling and watch to see what you have to offer.
How do you do this?
Show your cars in action! Include videos that show your vehicles in off-road terrain, or in front of jarringly-beautiful backgrounds (the same way many car companies do in their ads).
A simple dealership tour might work on your Facebook Page, but on Instagram you need a bit of extra ‘pizazz’ – aim for professional level video ads so you can draw attention in a big way.