How Goudy Honda Succeeded with Video Marketing
For this month’s dealer video marketing profile, I interviewed Michael DeVille, general sales manager of Goudy Honda located in the Los Angeles market area. Goudy Honda always ranks in the top four percent as being one of the largest volume dealers in the nation. Here is a transcript of our conversation:
AJ-Can you give us a brief overview of your basic marketing strategy and philosophy?
MD-We are in an always changing market, and the consumer has never been responsible for so much intellectual power, from price to product information and social contact. We want to be in and play in all aspects of the consumer’s profile, and video is core of that marketing.
AJ-What type of video marketing efforts do you implement in the stores on a consistent monthly basis?
MD-Video marketing is a monthly program that has to meet sales, service and parts needs. We have fresh information to generate fresh interest. We do Video SEO marketing each month.
AJ-Why is it important for a dealership to have Video SEO as part of an overall marketing strategy?
MD-Video SEO is a chance for the customer to meet the staff and services. It also generates fresh content, and fresh is better. In the social arena, video gives the potential buyer a chance to see us amongst friends.
AJ-Can you explain what Video SEO does for your dealership?
MD-This gives the consumer an opportunity be more concerned about the dealership’s services as oppose to price, price, price.
AJ-How has a Video SEO strategy impacted your websites’ visibility on search engines?
MD-When you have a ladder, what use is it if you don’t take the first step? Video SEO moves up the ladder, step-by-step, until you cover every step. A full ladder can no longer be climbed.
AJ-How do you measure the effectiveness of your Video SEO strategy?
MD-By viewed videos, and quality reports for SEO performance. Most dealers look for sales data only; service visits and sales are a more of a day-to-day performance evaluation.
AJ-Lastly, when did your dealerships implement a Video SEO strategy and what is the average increase your group’s stores have seen in sales/market share since implementing this strategy into your overall marketing plan?
MD-We started back in January 2013, and in that time we’ve had hundreds of videos available to the consumer. I can’t give specifics for various reasons, however, we have some of the highest grosses in the area and maintain a 400 car average new/used, and a part of that is video marketing.
Start using video marketing today to help your dealership gain additional exposure online to in-market automotive buyers.