Dealer Stories. How Digital Storytelling Builds Relationships with Customers.
Every year, I have the privilege of being part of the jury for the "Internet Dealer of the Year" competition organized by the Dealer Magazine. It gives me a comprehensive insight into online dealership activities in the Polish market. When evaluating, I usually focus on the basics: meeting customer expectations and eliminating unnecessary obstacles. This year, however, one dealer stood out in an incredibly positive way – BMW Smorawiński. They showed that it’s possible to build an online presence using storytelling. Their narrative about the family’s deep roots in motorsports created a bridge between the past and BMW's modern image. The result? Customers feel they’re buying more than just a car – they’re buying a piece of that story.
Stories Sell
Selling cars is not just a transaction – it’s an experience. Storytelling in the hands of dealers can work wonders – it attracts, engages, and builds relationships that last for years.
Why Storytelling Works
- People remember emotions, not technical specs. Storytelling creates a connection.
- A genuine story builds trust, makes your brand stand out, and stays with your audience.
- A well-crafted story is the ultimate tool in online marketing.
How Storytelling Influences Consumer Decisions
- Creates emotional bonds as customers choose brands they feel connected to.
- Builds trust through relatability. Because honest stories eliminate doubts.
- Facts fade, but emotions linger. Increase brand memorability by telling a story
- Drives emotional decisions - especially with significant purchases, emotions outweigh logic.
- From the first click to post-purchase loyalty, storytelling keeps customers invested and engaged.
How to Use Storytelling in Practice
- Find your story. Family traditions? Team passions? What sets you apart?
- Are you leveraging your community involvement? Sponsoring events? Supporting local initiatives? Share it.
- Whatever they may be, highlight your mission and values; team spirit, sustainability, innovation, sports – show your dealer brand has a purpose.
- Choose the right channels: OTT, social media, websites, videos – focus on where your customers are most active.
- Encourage customers to share and feature stories of how your products changed their lives. UK dealers have been doing this brilliantly for years.
Authenticity Above All
Whatever you do, the key is authenticity. Customers can spot fake stories a mile away. Your story has to be real.
Humor Always Wins
Everywhere, outside of maybe Germany, the automotive industry, known for its absurd jokes and creative marketing, often thrives on humor. Dealers who can make customers smile build stronger relationships.
“If you can make a woman laugh, you can make her do anything.”
Marilyn Monroe
Storytelling in the Digital World
In the past, relationships were built face-to-face. Sharing stories and anecdotes was a natural part of the process, building trust and emotional engagement. Today, as relationships start online, digital storytelling bridges that emotional gap.
Storytelling is a fantastic tool to strengthen relationships and build trust in the digital space. But remember, the ultimate goal is to make it easy for customers to do business with you. Simple navigation, a clear offer, and removing unnecessary obstacles are the foundation.
Have a story? Share it online, but always remember – the best story is the one that leads to action. Customers want emotions but, above all, they want a smooth and enjoyable experience working with you.
12 Great Storytelling Examples for Your Enjoyment and Inspiration
Mohawk Chevrolet "The Dealership"
The YouTube series "The Dealership," much like "The Office" for dealers. Great humor, relatable and human. I love it.
BMW "The Hire"
James Bond meets BMW. A brilliant series of short action films featuring top directors and actors. Iconic.
Land Rover "The Vanishing Game"
An interactive adventure in the brand’s spirit. A British thriller, with the Defender exploring Scottish roads. Exploration, emotion, Land Rover – phenomenal.
Volvo "Epic Split"
With Jean-Claude Van Damme proving their trucks are so stable you can do a perfect split on them. Masterful.
Audi "Daughter"
A story about a father supporting his daughter at a race. Audi shows they’re not just for the tough guys but also for those who believe in dreams and courage. Subtle, emotional storytelling blending equality and family values with the spirit of sport. Guaranteed will make you cry if you have a daughter. Or three.
Porsche "The Heist"
A heist at the Porsche museum. A bit pretentious but hits home for those dreaming of the Taycan. Like "Ronin" for Gen Z – polished cars and perfect hairstyles replace gritty streets.
Toyota "Start Your Impossible"
Toyota proves that if you can dream it, you can do it. A global campaign focusing on athletes overcoming challenges, emphasizing determination and collaboration. Local dealers incorporated this narrative into their messaging.
Harley-Davidson
Community as a story. Harley isn’t just motorcycles – it’s a way of life. Stories of freedom, brotherhood, and adventure are central to their marketing. Events, clubs, and social media foster authentic connections.
Ford "Mustang Moments"
A campaign where Mustang owners shared personal stories about this iconic model. Each story highlighted the car’s emotional value.
Lexus "Takumi – A 60,000 Hour Story on the Survival of Human Craft"
Lexus tells the story of master craftsmen who hand-finish their cars. Even robots would be jealous.
Mercedes-Benz "Bertha Benz"
A story that proves even in times when women couldn’t vote, they could still drive!
Mini "Not Normal"
Mini tells the world, "We’re weird, and we’re proud of it!" A campaign highlighting individuality and the courage to be different, targeting younger customers.
