Guidelines for Your 'Real Employee' Advertising
Jim Boldebook
Wal-Mart gets it. So does Home Depot. The powerful effect of using "real employees" in advertising. Wal-Mart's television commercials feature employees in various departments talking about their passion for pleasing people. Home Depot has an actual instructor of 'Home Depot University' explaining how ordinary folks graduate with honors from the company's "do-it-yourself" classes. These film stars don't necessarily have deep voices and perfect inflection. They are the real people who interface with their companies' customers each and every day.
In a recent survey by a major research company, the automobile dealership staff, more than products, was the vehicle that kept customers coming back. Respondents to the survey said sales staff attitude was the top reason for gaining loyalty, followed by service experience, location, vehicle features, warranty, delivery, negotiation, F&I experience, and reliability.
In a focus group several years ago, members of our agency listened as customers heaped praises on a dealership's service staff. Some of the customers even suggested the service department was the primary reason they made repeat purchases at this particular dealership!
So why do so few dealerships use 'real employees' in advertisements? Many dealers claim high turnover creates a problem in using employees in commercials. Some dealers are fearful that favoritism may be detrimental to team spirit. But neither of these issues needs to be a deterrent in utilizing the powerful "people" element in advertising. Almost every well-run dealership has faithful, long-term employees, and honoring these employees by inviting participation in dealership commercials is an excellent way to reward extra effort and encourage future participation by others.
Using dealership personnel in advertising may incur higher production costs than the standard fare, and some egos may be bruised by suggesting someone other than the dealer principal, spouse or sibling be on TV. But a carefully implemented campaign using a combination of "real employees" with existing promotional efforts might enhance dealership branding.
Here are some guidelines to follow:
- Use REAL EMPLOYEES ... not models or actors.
- Don't try to only use "beautiful" people. Real people come in all shapes, sizes and hairdos.
- Have a pre-production meeting. Ask employees for ideas! Often they will provide perspectives you've never thought of. They also will feel more comfortable with these ideas because they are their own.
- Use scripting guidelines and ideas, but don't make employees read from a script or a teleprompter. If you have an idea to convey, ask the employee to visualize the message and put it in his or her own words.
- Keep the overall message simple. While employees may be your best spokespersons, they are not professional, on-camera talent.
- Don't expect to get lines right the first time. You need a professional director for this. Usually the local television station or
- independent film crew can provide this service. If you're recording a radio or television commercial, plan on lots of time for numerous "takes." Most people are extremely tense when confronting a camera or microphone for the first time.
- Use props. Most people are more comfortable in a natural state, such as a service technician actually under a car with a grease gun in hand or an office worker at a computer.
- Use available light whenever possible. Most digital cameras used in video recording today are capable of high quality video in daylight and normal room lighting. High intensity light can detract from a natural, realistic response.
- Don't let the actual shooting turn into a side-show. Co-workers standing off-camera making faces will make your film subject nervous and inhibit natural responses. It also keeps the co-workers from performing their duties.
Remember, the power of pride, enthusiasm, sincerity and a nice smile cannot be underestimated. If you trust employees to represent your best interests face-to-face with your customers, consider their power to inspire trust in your advertising campaign!
Jim Boldebook is president of Creative Broadcast Concepts (CBC), an advertising/marketing agency. jboldebook@dealeronline.com
