Customer Video Testimonials - Best Practices at the Dealership?

[Jeff Kershner]

A customer testimonial is probably the best reference a dealership can have. A happy customer is invaluable. They're more trusted than any advertisement, and are a limitless source of great publicity for your dealership.

Plus a video testimonial provides a certain level of transparency. Instead of the ambiguity of a generic quote on a website, a video testimonial gives viewers a name and a face to associate the word of mouth with.

I have a dealer that has finally decided they want to get on-board with shooting customer video testimonials.

I have a small list of best practices but looking for some more help. Maybe even some examples - so feel free to share!

1. What questions are best to ask to inspire a great response from the customer?
2. What type of staging would you suggest?
3. Professional or amateur - which do you think is better?
4. Is it ok to incentive a customer to do a testimonial video?
5. When is the best time to catch the customer to do a testimonial?
6. Once you have a collection of videos - where all do you use them?

And anything else you can think of....

What do you have?

 

[Jerry Thibeau]

1. What kind of vehicle did you buy? What made you choose (dealership name)? What did you like most about (dealership name)?
2. Find a white wall in the dealership where you can paint the Dealership logo and info. Then shoot testimonial video there so that the dealership info is just above the customers head.
3. Does not have to be high end, but should look good.
4. Should be willing to do it for free, I would not offer compensation.
5. At delivery or while waiting for car to be serviced.
6. YouTube channel, facebook & website.

 

[kcar]

I'm working on that now, going to convert over to that pretty soon and start filming as much as possible. Have it all planned out. I'm in love with the idea Jeff!

 

[kcar]

1. What questions are best to ask to inspire a great response from the customer?

Don't have them saved on laptop.

1. What type of staging would you suggest?

Customer lounge, more relaxing and less nerve racking for the customer. Buying a car is stressful enough, let them relax in the plush lounge chairs, and not be standing up shaking.

1. Professional or amateur - which do you think is better?

Doesn't matter, all it takes is a tri-pod and pointing it correctly. Professional if you want shots of the car with the customer, sweeping angles, and other things.

1. Is it ok to incentive a customer to do a testimonial video?

Yes, it's up to them to decide. It's a just a bonus. BUT I don't recommend it or use it. That's crossing the line into a paid review.

1. When is the best time to catch the customer to do a testimonial?

Not sure yet. They might me too excited/nervous just right before delivery. And if the car's not right they are going to be super mad they just gave that review.. Not sure about after as they might be pushing to leave and be done with it. Best may be right after they get the car and check it out, for a quick min interview before they leave.

1. Once you have a collection of videos - where all do you use them?

Websites, social, youtube, viemo, etc.

 

[malinda.terreri]

For a list of best practices, I would add making sure you have a signed release from the customer.

As for addittional areas to promote the testimonials, how about putting them on a dvd to repeat play on a showroom tv? And of course, including in your newsletters.

And one question I would include to help with conquest seo efforts, "What other dealerships did you shop?"

 

[CarGuy2011]

If you’re thinking about this progress for your dealership, you should look at www.nSixty.com They have an all-in-one video recording station. They can build one, ship it to you, you plug it in, and they will set it up to record all the videos. They provide the tech support. They have all the legal stuff covered, too. The videos are emailed to the customers to allow them to post them to their FaceBook page. That’s HUGE!! nSixty also builds a player for your website, so it's an easy plug in link to your website to display all the videos you've collected. We built an interface for the kiosk that is geared to car dealerships that ask questions about their experience with the dealership and if they are Completely Satisfied and more. If the customer answers "No", a text is sent to a manager's phone to allow them to correct the situation before the real CSI comes about.

This is an Awesome and Powerful machine to make it easy to use and fun for the customer. Just image you purchased a vehicle at a local dealership and the salesperson wants to film you with a flip cam about 5 inches from your face and the salesperson says before he hits record button, "tell them how much you like me!!!! and the dealership!!!!!" This kiosk from nSixty will ask the questions and make process fun for the customer and get you the results you want.

 

[Jeff Kershner]

Thanks for everyone's advise thus far. Anyone have any more to offer - as in actual questions that helps the customer down the path of a good video testimonial.