Cars.com Revs Up Some Marketing Videos Inspiration
Just a couple takeaways from yesterday’s ChicagoAMA Executive Sunrise Series event (VIDEO BELOW). Cars.com CMO Linda Bartman talked a lot about the company’s challenge of satisfying its audience (car buyers) and its clients (dealers/advertisers). She mentioned a couple of things I though tied nicely into businesses producing marketing videos.
Cars.com leaders are consistently doing their best to educate clients about the benefits of digital marketing. Many car dealers are apparently pretty resistant to change. Unfortunately for them, the days of customers showing up at a dealership unclear on what they want are over. Digital media has changed everything. Now, customers have researched what they want for hours online before they ever get to a dealership, so those dealers need to do a better job of selling themselves… not just their cars.
You might see where this is going. One of the things Linda mentioned yesterday morning is that they advocate for dealers to produce some sort of video to introduce themselves to customers.
About Us Videos
That’s a good idea no matter what business you’re in. Think about it. Virtually everyone researches online before making purchases. Knowing we like to buy from people we like, video is a great way to get in front of customers before they ever meet you. Video gives you the ability to create a good first impression while they’re surfing online.
As part of the discussion, Bartman also talked a bit about the tough conversations they have with dealers/advertisers who aren’t happy with the cars.com consumer-centric business model. The balance between providing quality information as well as advertising that generates leads. I couldn’t believe her take.
Bartman’s Mind-Blowing statement
“Conflict isn’t a bad thing if it allows you to tell your story.”
Storytelling. It’s such a powerful tool. Business leaders should be looking for every opportunity to share their story, and video is a great way to do it.
Video… storytelling… I like what I hear from cars.com.
–Tony Gnau
Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 11 Telly Awards for its work over the last eight years.
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