One photo of the front with the sign in right corner, building in the center and cars on the left. This is it – your standard dealership photo. We get it; your dealership is big and impressive and you have a lot of shiny vehicles on the lot lined up to perfection.
While it is needed and it looks nice, it does not give any incite into what your dealership is really about. Plus, it’s almost identical to the dealership on the other side of town. People (and the Internet) are very visual, so dealers need to show their story through their website and social media photos – especially if you want them to buy from YOU!
Give the People Action Shots!
Below are some of the best things dealers should be capturing at their dealership, and some things to avoid.
The Dealership Shot
But with a twist. Instead of a plain, head-on shot of your semi-smiling staff centered under the logo in front of your building, how about getting them to stand outside pointing to your dealership’s name? Or put each employee in the driver’s seat of their favorite car on the lot? Perhaps a greeting card with a photo and names of your staff – so that customers can see who they’ve worked with or spoken to. You can even incorporate funny hats or props! Get creative!
The Waiting Area
In your dealership’s beautiful waiting room you offer a big screen TV, play area for kids, comfy chairs, a refreshment station and more. I have seen many images of this sort of space – but wouldn’t it create more of an impact to add real live people into those photos?
Perhaps there’s a service agent explaining an issue to a waiting customer, someone on their computer (since you do offer free wi-fi) or a happy person grabbing a coffee at your refreshment station because they have an early appointment – and free coffee just made their day!
Also, it is nice to see happy sales and service employees standing readily at their desk, but I have actually seen photos where the employees look rather bored, so just be sure to give a little thought before you shoot.
Dealership Events, Contests and Charitable Givings
It doesn’t always have to be about sales and service. Show off the fun and good will that your business is pursuing. Are you taking part in a fundraiser? Having a car show? Holding a contest? Part of a township event? Capture and share! This especially adds a human touch to your online gallery.
Happy Customers
Being one of the largest purchases a person will make, buying a car is often an exciting and notable event. Most people will be willing to stand in front of their new vehicle with a big smile and say “CHEESE.” Try to get a photo of every happy customer with their purchase to represent the vast and diverse customer pool that you serve.
Don’t forget to make use of all these photos! Below are some examples:
- Create a wall of happy customers
- Share on social media platforms
- Put them up on the dealership’s website
- Create banners
- Add them to a timely blog post
I’m sure you and your staff can think of many more uses for this type of content that reflects your dealership’s personality – so get out there and start capturing these moments today!
Need more advice? Contact the experts at PCG!