Millennials boost the significance of video as DIFM volume proliferates and the bay population declines
Fort Wayne, Ind.—Lang Marketing is developing an analysis of how auto repair outlets, especially independent (non-dealer) shops, can best communicate with the three major consumer generations, who represent approximately 90% of the Do-It-For-Me (DIFM) market.
In its ongoing nationwide consumer studies, Lang Marketing has found that videos are the most effective and cost-efficient means by which repair outlets can communicate with consumers to build sales and create customer satisfaction.
It has has documented how outlets can most effectively communicate with Millennials, Generation Xers, and Baby Boomers, who total about 90% of the increasing light vehicle DIFM market.
The following are key takeaways from the developing research:
Using Videos Before, During, and After Repair
The increase in auto repair volume among Millennials (the largest, fastest growing and most video-receptive DIFM customer segment) is boosting the significance of video use by repair outlets.
As the DIFM volume proliferates and the bay population declines, repair outlets that can use videos effectively will have a significant competitive advantage in the rapidly-changing marketplace.
The report focuses on how repair outlets can use videos before, during and after auto repair, and analyzed the impact of the major types of customer videos: Testimonial and Business Introduction videos, Special Promotion videos, Ongoing-Repair videos, and Post-Repair videos.
Four Types of Videos with Different Objectives and Impacts
• Testimonial and Business Introduction videos enable a repair outlet to expand its customer base by introducing its outlet and repair capabilities to potential customers. This type of video also can be very effective with existing customers.
Business Introduction videos focused on answering customer questions had a significant impact across all three generations, closely followed by customer Testimonial videos.
• Special Promotion Videos are an effective means for repair outlets to advertise specials or other reasons for customers to bring in their vehicles. Like Testimonial and Business Introduction videos, Special Promotion videos can be targeted to existing and potential customers.
• Ongoing-Repair Videos used during the repair process can communicate with customers on several issues, including additional work that is needed, how the repair is progressing, and other factors that emerge as the repair is underway.
• Post-Repair Videos are the most underutilized videos and involve communication with customers after repairs have been completed.
When properly used, Post-Repair videos are a very effective means of increasing customer satisfaction. Customer satisfaction is critical to a repair outlet’s success, which depends on customers returning for future repairs and recommending the outlet to others.
Post-Repair videos that focus on increasing customer trust are especially effective in creating customer satisfaction.
Video Impact on Different Generations
Lang Marketing found dramatic differences in the impact of customer Testimonial videos on the three generations that generate about 90% of DIFM repair volume. Millennials were three times more likely than Baby Boomers to view customer Testimonials as significant to their outlet selection.
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