The OC Auto Team, which operates four stores in Southern California, averages about 13,000 repair orders per month. But in the early days of the pandemic, “our repair order count was down significantly,” President John Patterson says.
During this time, the Tustin, Calif.-based dealership group redoubled its efforts with video and targeted marketing.
Starting in April, it worked with digital marketing agency PureCars to create videos about the cleanliness of the dealership and the safety customers could expect with their service experience.
“A critical piece of the puzzle has been making people feel they are 100 percent safe,” Patterson says.
The videos resonated enough to lead to more videos about the overall service experience at the store, including dialogues with service advisers and technicians. The videos performed well online and can be targeted to specific audiences.
Patterson estimates that the videos, based on customer surveys, may add a 3 to 5 percent lift in spending per…
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