Over the last few years I’ve produced over thirty videos for auto shops. Each shop has been different and targeted towards different outlets and channels. Some of the videos have been more successful than others and I’ve picked up a few ideas for what shops can do before I even arrive to make thier video the best it can be. Preparation is the key.
1.) Know your business.
Many times the shop owner will have a questionnaire they can use to help develop talking points if they don’t already have a marketing plan. At any rate, unless you are hiring a writer for your copy, you should have a list of specific talking points about your business. You need to make it about your business, too. The more character and specifics you can put in the video, the more it will stand out from the generic creations of your competitors. For example; everyone talks about customer service — how does your company do it best?
2.) Remember it’s picture day.
I’ve seen the full spectrum of this in my videos. Some shops are left in total disarray and others are essentially turned into a model shop for the day. The latter is unrealistic if the shoot occurs during business hours, but even so it is best to remember that a good videographer/photographer will roam freely through your business. Limiting locations and views the photographer can use will inhibit their ability to tell the full story. If you have uniforms, make sure everyone is wearing them. Make sure you are following OSHA guidelines. Make sure the vehicles in the shop represent the work you want to be associated with.
Not only will this boost your “production value” but it will give you an opportunity to take a look at how others see your business.
3.) Be your best self
The best thing a small business owner can do is be themselves when appearing in their videos. No one knows your business like you do, and viewers will pick up on your passion and personality. If you are absolutely unable to appear in the videos, you will want to get someone far ahead of time that is willing to be the spokesperson. Pulling a manager off the floor after I walk in is not going to help me or anyone else deliver a good video. Likewise, make sure everyone agrees to be in the video ahead of time. Dodging around uncooperative workers can really limit the possibilities for the video.
4.) Listen to the videographer
I can imagine that mechanics find it annoying at best when a customer insists they know exactly what the problem in their vehicles is. Even more so when they insist the mechanics follow that repair plan. Consider this when placing demands on the videographer or the shoot. If they tell you something won’t work, there is a very good chance they are right. Let their experience work for you.
That’s a few things to think about, then. Here’s a link to some of the videos I’ve created for auto shops:
If you have questions, feel free to comment or send an email.