Creating Creative Video Content Crash Course w/ John Resurreccion

This episode of the KPI Cafe brings this batch of episodes to a conclusion. The theme prevalent throughout this season has been the elevation of people and strategies, and this interview with John Resurreccion is sure to help dealers elevate their own video content strategies. 

Whether you're just dabbling in video as an amateur or have a serious video content strategy built out, there are challenges, insights, and perspectives for all levels of learning. 

Here's what to expect: 

3:29 Context for the Episode

• Doing Great Work
• Catch You Sleeping

7:01 Automotive Origin Story

10:57 "Buy Here" Video Content Creation

• Replicating OEM and Regional Issue
• The People Spotlight

14:59 Evergreen-Fresh Video Content Balance

• Anchor Video
• Transitional Period Play
• "Look at What We Do Here"

18:16 What Does an Anchor Video Accomplish?

• Physical Space
• The Assumption Problem
• Setting Up Expectation

22:17 Creative Video Content for Fixed Operations

• Many Stories / Many Characters

25:56 Storytelling for New and Used Cars

• Factors to Consider for Used
• CPO, Too!
• Switch Car Role

28:44 Days-on-Lot Cutoff?

• Hotcakes and Problem Children

31:40 What Does It Mean to Contextualize a Brand?

• Toyota Camry Story
• Combining Brand and Community
• Your Tribe

37:59 Where to Find Inspiration for Storytelling

43:24 What is Content?

• The Message
• Just Do It

47:30 What Holds Dealers Back from Breaking Away from Incentive-Driven Marketing?

• Demonstrable Truths
• "Satisfy This but Focus on That, Too"

52:50 What Vanity Metrics Drive John Crazy?

57:19 Concluding Thoughts