Letter from Lehel: Service Departments
In October I attended the Mopar Service and Parts Conference in Orlando. Nearly a thousand service managers and dealers attended, and one thing is certain; dealers are really focused on learning how to grow service revenue and gain a competitive edge over independent repair shops.
Many consumers have a negative perception of dealership service departments. They believe the dealership is too expensive and are afraid that service advisors try to sell them unnecessary repairs. Overcoming this perception is a major obstacle to service department growth.
Fortunately, dealers seem to recognize they need to shift more of their budgets to service marketing. This trend is creating new opportunities for enterprising lot service companies and video production companies.
Service department videos address customer fears and build trust. As our partner, you can leverage Flick Fusion to help your dealership clients with their service marketing campaigns.
First, I encourage you to read the featured article in this newsletter, “Five Videos that Every Service Department Needs.“
Then, offer to create a series of service department videos for your dealership clients. Provide guidance on how these videos can be incorporated into their service marketing strategy.
Service department videos can be used in many campaigns across different channels, including:
Most dealership websites display only a few static pages of service content, with virtually NONE of this content addressing a shopper’s true fears or concerns about their service departments. Posting value proposition and customer testimonial videos on website service pages is one of the best ways to convey transparency and build trust with prospective customers.
Dealers can feature select service department videos in every service email campaign.
Most auto dealerships can’t compete with independent repair shops for search terms like “brake service,” “oil change” and “transmission flush.” This is because Google recognizes independent repair shops as authoritative voices, because all the content on their websites is service-related.
However, Google ranks video content higher than other types of content. To boost search rankings, dealers can create a series of video landing pages featuring service department videos.
Service department videos can be featured on social media profiles, including YouTube and Facebook. Even Instagram allows videos now, as long as they are less than 60 seconds in length.
Service department videos are an underutilized, highly effective marketing tool that can help dealers recapture market share from independent repair shops. Additionally, once the videos are produced, they can be used in numerous service marketing campaigns across multiple channels.
To learn more about how Flick Fusion can help your dealership clients leverage their service department videos, call me. I look forward to hearing from you.