BrandSource Members Leverage Video as Bridge to Customers
As much of the nation moves into its fourth week of quarantine, members of the BrandSource merchandising co-op for independent appliance, furniture and consumer tech dealers are turning to video messaging to communicate with their homebound customers.
Adding “director” to their list of retail duties, the group’s dealers are turning their cameras on themselves — and discovering hidden on-air talents — to counter COVID-related restrictions during the health crisis.
Among BrandSource members’ recent broadcast, online and streaming highlights, Bill & Rod’s Appliances and Grills of Livonia, Mich., touted its first ever online-only “Spring VIP Sale.” Besides receiving 6 percent off their entire order, customers could also enter a Traeger grill giveaway, designed to generate interest and social engagement. Chief Operating Officer Joe Legato is now shooting Facebook videos several times per week, offering appliance trivia, solutions to common product-related issues, and directing viewers back to the Bill & Rod’s website. The takeaway: find staffers who are comfortable on camera.
Next up is Mason Lafferty of Lafferty’s Home Center in Texarkana, Texas. Lafferty recorded himself at home using his mobile phone and a stabilizing device to hold the handset steady. He then sent the footage to his media company, which edited the clip and added graphics and a music track.
“It is most important that we stay in front of our customers,” Lafferty advised, inspired by the work of Legato. “I’m loving watching the spots that Joe is shooting from home. ‘Fun Facts with Bill & Rod’s’ is awesome,” he said, underscoring the camaraderie among BrandSource members.
Elsewhere, CDC compliance is the main message for Bobby Dollar’s Appliance Consultants in Thomasville, Ga. The dealer recently posted two 30-second commercials on YouTube; the first is an instrumental spot about maintaining safety protocols while meeting the delivery and setup needs of their customers. The second video features Bobby Dollar himself, assuring customers that his showroom is open for business and ready to serve them while employing the strictest of safety protocols. The theme of the next trio of commercials is “We’re here to help.” While most government officials have deemed appliance stores “essential” to the health and well being of households during the pandemic, some consumers have questioned the designation. This is how three BrandSource members responded.
All three spots were produced with custom messaging by AVB Marketing, a unit of BrandSource parent AVB Inc. Two of the videos, for Wisconsin-based Grand Appliance and Nawara Brothers Home Store in Grand Rapids, Mich., spotlight special offers of an additional 5 percent off and free no-contact delivery, respectively. The third spot, for Tampa’s Famous Tate, describes all the ways that customers can continue to shop and contact the company:
The upshot? Video continues to be the communications king in these changing and challenging times. With more consumers watching TV and browsing social media from home, the medium has become more impactful and cost-effective than ever during the new normal.