FlickFusion’s Tim James to Speak at #DDCE2024
The 2025 vehicle models are on their way and automakers are ramping up marketing efforts to create buzz. Manufacturers spend millions of marketing dollars to showcase their latest releases, and as a dealer, it’s a golden opportunity to dovetail your marketing efforts with theirs. But how do you make sure your dealership stands out during all this excitement? The answer is simple: video.
Here are several ways to use video for promoting the 2025 releases that will soon arrive at your dealership.
1) The Big Reveal. The anticipation of a new model is palpable. Harness this anticipation with a well-timed reveal video. For example, Audi recently released pictures of their 2025 A5 and S5 models. If I were an Audi dealer, I would pull a 2024 A5 or S5 into my showroom, cover it with a drop cloth, and film a salesperson hyping up the new model. Share some of the upcoming features, hint at the changes, and build excitement.
Post this video on your website, YouTube, social media channels, and send it out via video email campaigns. The goal is to generate anticipation and ensure that your audience feels like they’re in on something special before the car even arrives.
Capture the Moment
2) Delivery Day. It’s always exciting to see a brand-new model roll off the delivery truck for the first time. Share this excitement with your customers by having someone ready to record the event.
Capture the moment and share it on social media to show customers that the new models are officially in stock. It’s an exciting day, and you want to make sure everyone knows about it!
3) New Model Test Drive. For many customers, the test drive is the most important part of the car-buying experience. Give them a taste with a video test drive. To create your own video, you can post a dashcam video with a salesperson narrating the experience, or you can overlay the driving footage with upbeat music.
Another option is to purchase pre-made video test drives for the makes and models that you carry. Whatever type of video you choose to display, make sure it talks up the vehicle’s features to give customers a reason to come in and experience it for themselves.
Customer Videos
4) Customer Testimonials. Nothing is more persuasive or powerful as hearing from a satisfied customer. When you sell your first 2025 models, ask customers for a testimonial. Some people may be hesitant to be on camera, so consider offering a concession or incentive in exchange for their participation.
These testimonials have real value, as they build trust and credibility with potential customers.
5) New Model FAQs. Every new model comes with its own set of questions. What’s different this year? What new features have been added? Create an FAQ video to address these questions and highlight the key differences between the 2025 model and last year’s version.
One option is to host this as a live-streaming event on platforms like Facebook or Twitter, where attendees can ask questions in real-time. Another option is to make an offline video to demonstrate the new features in action.
Best Practices
6) Getting Videos Seen. Creating great video content can often be the easy part of your video strategy. Getting your video content seen is the challenging part. Post videos where your shoppers are, including YouTube, Facebook, TikTok, Instagram, and third-party auto shopping sites. However, your strategy should also look for creative ways to increase your audience reach.
Let’s start with your dealership’s website. You have hundreds or even thousands of in-market shoppers on your website every day. This is the perfect place to showcase your new year models, particularly when a shopper is looking at an older year model in your inventory.
Think about it: after watching one video, most people will immediately watch another video. So, on your website, display these new model videos on your VDPs next to your inventory’s VIN-specific videos. That way, you’re always getting your newest models seen by in-market shoppers, even if they are actively looking at an older model.
Following the Forums
7) Leverage Forums. Tim Bartz, eCommerce Director at Long McArthur Ford, ensures that his videos get seen by active participants in online forums. “When you post a video to YouTube, make sure you are marketing it in other places, such as model-specific forums,” Bartz said. “For example, if you have a video of a Bronco Sport, promote it in a Bronco Sport specific forum.”
Forums are ideal because users are hyper-engaged, but don’t log in just to post videos. Bartz recommends joining the communities ahead of time, answering questions, and becoming a regular contributor. “Even when our competitors are in the same forums as we are, we outsell them because we regularly engage and we’re there to help,” said Bartz. “Members respond well as long as you’re genuine and transparent.”
Video is a powerful tool for promoting new model releases. Try using this video marketing strategy to promote new model releases, attract new customers, and drive more sales for those 2025 models as they arrive at your dealership.
