Hertfordshire dealership follows musical marketing route

In a competitive marketplace for car sales, dealers are coming up with some unique ways of marketing their goods and services.

One dealership has taken to YouTube, with a fun music video showing the buying process. The staff at Steven Eagell Toyota in Letchworth Garden City, Hertfordshire, got together to come up with their own song to the tune of Nelly’s hit 'Hot in Herre'.

There are various ways of getting your message out to potential customers but remember that providing good customer service will always be key in attracting and retaining customers. Test drives are an important part of the process, so make sure you have good road risks insurance policy in place as part of your motor trade insurance coverage.

The Steven Eagell video, called Ricky Rose – What You Gonna Buy (A Toyota), has attracted thousands of views on the video-sharing site.

It’s the brainchild of sales executive Ricky Rose, who wrote the lyrics and roped in colleagues to perform in the video. The film was shot at the dealership over a couple of days, with staff slotting in the video-making around their regular work.

Mr Rose was inspired to make the piece after attending a training course to help improve sales.

He told Car Dealer magazine: “I was on a training course with Martec Europe and our homework was to come up with a script – so I came up with the rap that combines the two passions of my life, music and cars.

“Everybody thought it was really good and we decided to make a video. Everything you see is down to Dama James, who is group marketing manager at Steven Eagell.

“I’m really, really excited it has done so well, and it’s great that the managers and directors let us go ahead with it. We really wanted to get across what we do.”