InterviewJun 5th, 2024

I AM MARKETING | Noe Longoria

The second episode of "I Am Marketing" (IAM) by Dealer Marketing Magazine (DMM) features Noe Longoria, Director of Content at Cavender Auto Group. Longoria shares his journey into content creation, his current role, and insights into the evolving landscape of automotive marketing. His personal journey highlights the importance of storytelling in humanizing the dealership experience. Here's a breakdown of the key takeaways from his interview.

Journey into Content Creation

From High School to Director of Content

Longoria's passion for content creation began in a high school media tech class, initially taken on a whim. Today, he leads content creation at Cavender Auto Group, overseeing social media and go-to-market content for eight dealerships. His role involves everything from brainstorming, storyboarding, scripting, recording and producing engaging content that adheres to OEM and Cavender brand guidelines.

Evolution of Content Creation Tools

From VHS to DSLR Cameras

Longoria reflects on the transition from using VHS tapes to DSLR cameras, a pivotal shift that expanded his creative capabilities. The ability to produce high-quality videos with compact equipment revolutionized his approach to content creation. The rapid turnaround time from shooting to editing is crucial for maintaining agility in content production.

Adapting Content for Different Dealerships

Knowing Your Audience

He emphasizes the importance of adapting content to the specific audience of each dealership. What works for one location might not resonate with another, necessitating flexibility and a deep understanding of the target market. Success in content creation requires balancing creativity with strategic adjustments based on audience feedback.

Building a Portfolio and Online Presence

Advice for Aspiring Content Creators

Longoria encourages content creators to build a portfolio and showcase their work online, whether through a website or social media platforms. Sharing work publicly not only demonstrates capability but also opens doors to new opportunities.

Future of Content Creation in Automotive

Excitement for the Future

Optimistic about the future of content creation in the automotive industry, Longoria envisions having a content creator at every store within the next five years, fostering a hub of creativity and innovation at Cavender Auto Group. The goal is to continually enhance the customer experience through compelling storytelling combined with effective marketing strategies.

Humanizing the Dealership Experience

Connecting with Customers

Longoria discusses the importance of humanizing the dealership experience to build trust and rapport with customers. By telling authentic stories about team members and customers, Cavender Auto Group aims to break down the barriers and negative perceptions associated with car buying. This approach not only improves customer relationships but also differentiates the brand in a competitive market.

In this episode, Noe Longoria provides a comprehensive look at the role of content creation in automotive marketing, highlighting the importance of adaptability, creativity, and strategic thinking. His insights are invaluable for marketers looking to enhance their digital presence and connect more meaningfully with their audience.

The following interview summary has been generated with the assistance of AI.

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