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How to Get from A to Z with Creativity in Your Dealership's Advertising w/ Brian Ortega
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Brian Ortega, Creative Director of Valley Hi Toyota, joins the KPI Cafe to jam about the creative process -- from conception to execution, including production tips -- in generating fun content for the dealership. Whether you're a Marketing Director who's not sure where to start in generating more creative messaging or a Dealer Principal who's hesitant because of perceived costs, this episode will provide plenty of value across the spectrum of objections, challenges, and uncertainties.
From failures to fabulous evergreen content, Brian shares his experiences and perspective acquired from years of employing a really creative approach to engage consumers.
Here's all of what you can expect ...
Brian Ortega’s Origin Story (2:15)
How to Begin the Process of Ideating Creative Content (5:35)
- Gumption
- What’s Goin’ On?
- Bouncing of Ideas
Tips to Produce Creative Content with Costs in Mind (9:28)
- Talent
- Location
- “Check Out What’s Around You”
What Should Dealers Look for in a Production Company (12:55)
- Hesitancy of Ideas?
- Stick to Your Standards
- Make Sure Things Translate
“We Don’t Hold Anything Back” (14:56)
- 8 Seconds
- Immediate Visual Impact
- Multiple Pieces of Content in a Shoot
Content Intentionality (16:38)
- Wire-framing
- Notes for Editor/Producer
- Self-Editing from Raw Footage
- Behind-the-Scenes
- Thanksgiving Spot Example
- Humanizing / Authenticity
Editing Software Insights (20:28)
- iMovie, YouTube Shorts
- Doesn’t Need to be Perfect
- You Sell Cars — Not Production
- Donuts - Specials in Spots
Importance of Being Evergreen (22:35)
- Story Attached
- Arc
- COVID/Drive-thru Example
- Tell the Story / Promote the Product
Can Some Ideas Work More than Once? (24:45)
- More True Life Examples
- Some Work
- Some Don’t
- Organic Growth
- Ask / Team with the Community
Aligning Expectations between Digital and In-Store (31:52)
- Be Genuine
- Leadership Support
- Reputation Management
Most Challenging and Fun Content (34:00)
- When You Must Adapt
- Embrace Who You Are
- Example of Adapting in the Moment
- Legal
Creative Approval Process (41:46)
How to Check Out Valley Hi Toyota Content (43:55)
Chapters
1. Brian Ortega’s Origin Story (00:02:15)
2. How to Begin the Process of Ideating Creative Content (00:05:35)
3. Tips to Produce Creative Content with Costs in Mind (00:09:28)
4. What Should Dealers Look for in a Production Company (00:12:55)
5. “We Don’t Hold Anything Back” (00:14:56)
6. Content Intentionality (00:16:38)
7. Editing Software Insights (00:20:28)
8. Importance of Being Evergreen (00:22:35)
9. Can Some Ideas Work More than Once? (00:24:45)
10. Aligning Expectations between Digital and In-Store (00:31:52)
11. Most Challenging and Fun Content (00:34:00)
12. Creative Approval Process (00:41:46)
13. How to Check Out Valley Hi Toyota Content (00:43:55)
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