Digital Dealer - October 2017 - 37

still be spent managing
your daily operation. In
fact, this solves another
of the common complaints against video,
the logistical difficulties
involved in distribution.
	
YOU NEVER
KNOW IF YOU'RE
REACHING THE
RIGHT AUDIENCE.

Thanks to years of
relying on the "shotgun
approach" of TV advertising, there's something
of a trust deficit with
dealers that their video
will even make it in front
of the right audience.
While that was true
at one time and still
holds true in other,
less precise mediums,
the precise targeting
capabilities inherent in
a digital campaign -
including one built round
video - means your ads
will be aimed straight at
the audience most ready
to receive, and act on,
your message.
Even if you've not
changed your mind
about the benefits of
video, you still should
know the most important aspect of video's
value to your marketing
strategy: establishing an
emotional connection
with the customer.
THE EMOTIONAL
CONNECTION

Cognitive science tells
us about an interesting
instinct our brains developed long ago known
commonly as the Mirror
Rule, which says our
emotions often mimic
whatever visual input

we're taking in.6 That,
along with our natural
inclination to empathy,
is why we usually smile
back at someone if they
smile at us, and why we
cry at movies.
It's also where video
advertising has its most
potent advantage over
other mediums. Most
people would be hardpressed to name a text
ad, billboard, or targeted
email that brought them
to tears, but just about
everyone can think back
on a poignant video that
might have turned on the
waterworks.
That's not to say that
you, as an automotive
retailer, should be aiming
to make your customers
sad. The point is, activating that emotional response, be it excitement,
laughter, or some other
response, is incredibly
powerful.
In fact, customer
enjoyment of video ads
increases purchase intent
by 97 percent and brand
association by 139 percent.7,8 Enjoyment is tied
to evoking an emotional
response that gives your
video a greater sense of
meaning in the mind of
the customer and makes
it more memorable. That
translates into increased
customer traffic and,
eventually, a boost to your
bottom line.

prospects and customers
on a meaningful level. It
also offers one of the best
opportunities at activating
the emotional response
that sparks action.
Don't let older perceptions make you skittish
about committing to a
quality video campaign.
As a major tool in your
digital advertising toolkit,
it provides value unlike
any other in sharing your
message with consumers
and driving traffic to your
dealership.
1
2
3

PRWeb
Digital Marketing Institute
Hubspot

4
5
6
7
8

Hubspot
Hubspot
Today
Hubspot
Hubspot

CHRIS WALSH is Vice
President of Sales at
Naked Lime Marketing.
His knowledge of market
strategy, competitive
analysis, and the sales
process fueled his success
in previous positions with
the company, including
regional sales director and
vice president of business
development. Walsh
holds a bachelor's degree
in business from Ohio
University.

CONCLUSION

Video advertising
provides a unique opportunity to show your
dealership's brand personality and engage with
D I G I TA L D E A L E R . C O M

OCTOBER 2017

37
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Table of Contents for the Digital Edition of Digital Dealer - October 2017
