Hi, everybody. I'm Andrew Gabbert. I'm here at Joyco Productions with Jess Eymann of Greenway Dent Solutions, and we are going to talk about how Greenway uses video in their marketing and just talk about their strategy and their thoughts and challenges and how they get through it, so welcome, Jess.
Thanks, Andrew. I'm Jess. I'm with Greenway Dent Solutions, as Andrew had said. I'm the marketing manager over there. We are a local auto body shop here in Denver, Colorado. We specialize in hail damage repair and paintless dent repair. Paintless dent repair is a process that fixes dents and dings on vehicles by going behind the dent, massaging each dent out one by one without affecting the original factory finish of the paint. It's cost effective and very efficient and it's fast, so it's a great way to get your vehicle repaired. We're growing very fast. We have a 12,000 square foot shop off of I-70 and Havana, and that's a little bit about Greenway.
Why don't you first talk about why you decided to use video?
I feel like today in this age, everyone loves video. Everyone's putting up videos, and I feel like the clients and customers out there and just people in general, they'll click a video versus wanting to go and read something. Facebook, Twitter, all the different social media outlets out there, websites, even email marketing, you can incorporate video, and it makes for a fast, easy way to get your message across, and I feel like people just really enjoy it.
Yeah, I would agree 100%. Why don't you talk about how you guys are using video?
Sure. We do advertising with a couple of local news stations here in Denver, so we've done some production with them. We did a tennis commercial; we incorporated some tennis balls hitting a vehicle as a joke, and we were just basically advertising ourselves. Then for baseball season, we did a commercial that was more oriented towards baseball, so those are two of our commercials that we've done. We've also incorporated video onto our website. Our web developer came out and took a video of our shop, of Heath Bleil, the CEO and owner of Greenway Dent Solutions, just talking, giving brief details of what we do, showing the shop, showing what we do, showing the technicians fixing vehicles. We also incorporated ... I like to take videos of our customers after they pick up their vehicles. I'll ask them, "Hey, if you're happy with your services, do you mind if I just take a quick video of you, just so you can let everyone else know if you enjoyed our services or not?", so I think that has really helped us, to be able to post that on our Facebook and things like that.
Why don't you talk a little bit about your marketing tactics that you use, the overall strategy, and then how video supports all of those?
Sure. We do a lot of marketing strategies. Social media is one: Twitter, Facebook, LinkedIn, Instagram, all those big ones, so we definitely try to incorporate video into all those outlets. Like I had said, I feel like video is the best outlet for those type of things. I feel like people are clicking videos more than they ever have these days, so video in the social media case is very helpful. We also do email marketing campaigns, reaching out to our past customers, leads, things like that, just letting them know what's going on with Greenway, specials we're offering at that time. We also do trade shows and networking events where members of the Chamber of Commerce as well as the Apartment Association of Metro Denver, so we try to get our name out there. We do tailgates at the Broncos game. We try to support our community, get out there, get our brand out there and let everyone know about Greenway. Those are more of our bigger things. Obviously, we talked about doing commercials with some of the local news stations. Yeah, those are our biggest ones so far.
Let's talk about TV for a second, because a lot of the businesses that we've worked with typically are looking for promos or explainer videos for their website, and you guys do that, but talk about the TV route.
We chose to produce some commercials in addition to our website videos, just because of the reach that we get. For our industry, being an auto body shop, people aren't always on the internet looking for videos about auto body shops, you know what I mean? You're not going to search something like that, so for us to get our message out, people are already watching TV, they're already in front of the TV, so that commercial comes to them automatically.
What kind of results have you seen from the television commercials?
The results have been great. It's probably our best marketing strategy that we have. Most of our customers, I'd say probably over half of them find us through our commercial. Then they'll go on Google and Google us and look at our website, but they'll come in and they'll say, "Oh, we saw you on TV," like, "I took a picture of it."
Obviously, you guys are going to probably continue to do that since it's such a huge piece of your strategy. Why don't you talk to that process, really briefly, of getting those commercials made?
We worked with Fox31 a lot, and with our commercial packages. They actually do the production for us, so Heath and I will sit down and throw around ideas. Like I said, we'll choose maybe a theme of the commercial that goes along with what's going on in the world at that point in time. For example, golf or baseball or tennis. We'll write a script and we have to keep it to thirty seconds, so it's funny, hearing him and myself. I say it out loud and try to get everything squeezed in that thirty second period or one minute, depending how long the length of that commercial is going to be. After that, we get the script finalized, we look for actors. For the baseball commercial, I actually asked one of my friends who used to play in the Minor Leagues. He had a big burly beard, and we try to keep our costs low, so out looking for friends is a good way to do it, to get them implemented in the commercial. Went out and bought him some baseball gear and had a green screen and shot the commercial.
You bring up an interesting point with the script there. I think that it's easy for people to forget that it's actually harder to shrink it than it is to extend it. I don't remember who said it, but I heard a quote: "If I had more time, I would have made it shorter." I don't know if that was Mark Twain. I don't know, I could be totally off there, but script writing is so important to the video production process. If you have a bad script, nobody's going to pay attention to what's going on unless you have Michael Bay graphics of Transformers that are just stunning. The script is just so important when you're trying to get somebody to make a decision to buy or look you up or whatever, so I'm glad you said that.
Why don't you talk about the testimonial videos that you mentioned?
It's just our office manager, Leah, or actually the office administrator, she will just ask them. We try to ask every customer that comes and picks up their vehicle after it's finished, like, "Hey, would you mind if we could just record a quick video of you? It takes ten seconds on our iPhone, nothing super fancy or anything." Like I said, like we're talking about now, those video testimonials are so important. You can see on Facebook, it gives you your statistics on how many views you're getting or your reach, and I feel like every time we post a video, the reach is just exponentially more than just a regular post or a photo.
I work, obviously, for a video production company, and we stress that we produce high quality stuff that looks really good, really professional. One of the challenges that we've had is people ... Don't take this wrong, companies like you, where they take an iPhone video, and that is perfectly sufficient for what they're doing. You don't need to hire a camera crew to come out with all these fancy cameras just to record somebody saying, "Hey, I loved it. They did great work." Especially if it's on social media, a lot of times your customer is not expecting or they don't really care to have that cinema quality video of someone saying, "Yeah, they do great work. You should go here," so my question for you is where do you focus the quality of your work? Everybody's on a budget; you only have so much money. You've got to figure out what do we need to look really good, versus what is okay to be not as high quality.
Those are all really good points, and I think our focus for the high quality is going to be our video of our shop. That's our store front, that's what people see, and everyone's online looking for every service they can. That's what people do now. They Google it. If something happened, they're going to Google it, so having a really high quality, good informational video of what we do, our process, what the shop looks like, I feel like that gives everyone just a good insight and they can almost feel like they're there and they can experience it just from their computer screen.
What has been the biggest challenge with all the videos that you guys have made?
The hardest part of all the videos we've made, I guess is just probably coming up with ... We have so many things we want to say and so many things we can offer, like our services. We have a 12,000 square foot shop now. It's just getting all that information in a timely manner into these videos without overwhelming the listener, I guess would be probably our biggest challenge. To overcome that, we just make more videos.
So working with live actors, a lot of people are pushing for motion graphics videos now, where it's all animated, whether it's 2D or 3D. Why don't you talk a little bit about working with real people? Was that particularly challenging or do you think it is probably easier than just sending something off to an animator to have them do it?
I think in our case, we never really had too many problems because our actors were more or less just not speaking. They were just more doing actions, like swinging a baseball bat or swinging a tennis racket, things like that. Heath, who is the CEO and owner, he's really well-spoken and he's usually our spokesperson for all our videos. He's had so much experience now on commercials, and we've done some Colorado Best segments. Our videos, we've done a Yelp video, so he's done really, really well, so that's helpful to have someone who's in the office that's able to step up and is ready to go whenever.
One thing that we've learned is that it makes a huge difference on the production side when you have somebody who's used to being in front of the camera, or is comfortable at least. It really speeds things up for the production team, if they are not doing fifty takes every time or whatever the case may be.
Why don't you talk a little bit about what the future of your video marketing looks like at Greenway Dent Solutions?
Sure, sure. I want to keep up on the videos, just keep them coming, keep producing them. Those client testimonials are huge, and they're obviously very cheap and cost effective, free to make, so continue with that. Continue with the commercials. I know we want to work on a fresh commercial for the spring, so Heath and I are throwing out some ideas now for a fun commercial to put out there. Additionally, I'd like to get some more footage of our shop, and I was thinking ... I don't know if I should give away any cool secrets, but I thought it would be really cool to get a drone in there and have a drone just flying around the shop, filming the guys fixing cars, so I thought that would be really cool.
Do you have any advice for other small businesses that are looking to jump into video marketing or are about to start something like that? Anything that they should ...?
I would say take advantage of it, that video marketing is, in my opinion, the best outlet to get your message across. It can be cost effective and very, very successful if you do it right.
"Greenway Dent Solutions has grown to three locations in Denver, over 20 employees, and 500+ annual customers. They are quickly gaining recognition, and becoming Denver’s leader in auto hail repair. GDS takes pride in giving the same personal service today, as they did 5 years ago when it was a one man operation. They will not quit till you are 100% satisfied."Source: http://http://greenhail.com/