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Creating Creative Video Content Crash Course w/ John Resurreccion
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This episode of the KPI Cafe brings this batch of episodes to a conclusion. The theme prevalent throughout this season has been the elevation of people and strategies, and this interview with John Resurreccion is sure to help dealers elevate their own video content strategies.
Whether you're just dabbling in video as an amateur or have a serious video content strategy built out, there are challenges, insights, and perspectives for all levels of learning.
Here's what to expect:
3:29 Context for the Episode
- Doing Great Work
- Catch You Sleeping
7:01 Automotive Origin Story
10:57 "Buy Here" Video Content Creation
- Replicating OEM and Regional Issue
- The People Spotlight
14:59 Evergreen-Fresh Video Content Balance
- Anchor Video
- Transitional Period Play
- "Look at What We Do Here"
18:16 What Does an Anchor Video Accomplish?
- Physical Space
- The Assumption Problem
- Setting Up Expectation
22:17 Creative Video Content for Fixed Operations
- Many Stories / Many Characters
25:56 Storytelling for New and Used Cars
- Factors to Consider for Used
- CPO, Too!
- Switch Car Role
28:44 Days-on-Lot Cutoff?
- Hotcakes and Problem Children
31:40 What Does It Mean to Contextualize a Brand?
- Toyota Camry Story
- Combining Brand and Community
- Your Tribe
37:59 Where to Find Inspiration for Storytelling
43:24 What is Content?
- The Message
- Just Do It
47:30 What Holds Dealers Back from Breaking Away from Incentive-Driven Marketing?
- Demonstrable Truths
- "Satisfy This but Focus on That, Too"
52:50 What Vanity Metrics Drive John Crazy?
57:19 Concluding Thoughts
Chapters
1. Context for the Episode (00:03:29)
2. Automotive Origin Story (00:07:01)
3. Evergreen-Fresh Video Content Balance (00:14:59)
4. What Does an Anchor Video Accomplish? (00:18:16)
5. Creative Video Content for Fixed Operations (00:22:17)
6. Storytelling for New and Used Cars (00:25:56)
7. Days-on-Lot Cutoff? (00:28:44)
8. What Does It Mean to Contextualize a Brand? (00:31:40)
9. Where to Find Inspiration for Storytelling (00:37:59)
10. What is Content? (00:43:24)
11. What Holds Dealers Back from Breaking Away from Incentive-Driven Marketing? (00:47:30)
12. What Vanity Metrics Drive John Crazy? (00:52:50)
13. Concluding Thoughts (00:57:19)
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