Lights, Camera, Action: BrandSource Members Take to the Airwaves

By Allyssa Baird, YSN

With more and more consumers confined to their homes amid the COVID-19 crisis, BrandSource members are placing greater emphasis on commercials to communicate with their customers.

They are placing this video messaging on local TV stations, social media (YouTube, Instagram, Facebook), and at least one of our members is streaming their spot over Spectrum TV, their cable company’s app.

For many dealers, the messaging focuses on alternate ways to shop their businesses, including e-commerce, live chat, and phone purchases, as well as operational issues like store hours and curbside delivery and pickup.

Here are some examples of our fellow members’ work:

Rob Nicholson of East Coast Appliance in Virginia Beach, Va., made a personal “at home” style video to list the chain’s services, along with additional options like zero-percent and lease-to-own financing.

Urner’s Appliance in Bakersfield, Calif., is spotlighting safety and no-contact drop-off in its TV spots, and also aired a personal message from Vice President Cameron Illingworth.

Urner’s also sponsored an ad for the Behavioral Health & Recovery hotline, to assist those feeling isolated during the health crisis.

In Ohio, Stewart’s TV produced an upbeat commercial focusing on online sales, no-contact curbside delivery and pick-up, and interest-free financing.

Friedmans Appliance in Northern California used its airtime to emphasize that it is classified an “essential” business that’s approved for operation, and is still offering full repair and installation services for customers’ new and existing appliances.

Lastly, a unique approach was taken by Albert Lee Appliance in Washington state. The member used a “no voiceover” approach and original footage to demonstrate how their website works and how their salespeople are available by live video chat to demo products.

These examples demonstrate why video is invaluable for informing shoppers that dealers are open and ready for business and are taking extra precautions to assure their safety. What’s more, they show that adding a personal touch can go a long way toward reassuring customers in these uncertain times.

See also: AVB Marketing Offers ‘Open for Business’ Assets