Show notes
Brian Ortega, Creative Director of Valley Hi Toyota, joins the KPI Cafe to jam about the creative process -- from conception to execution, including production tips -- in generating fun content for the dealership. Whether you're a Marketing Director who's not sure where to start in generating more creative messaging or a Dealer Principal who's hesitant because of perceived costs, this episode will provide plenty of value across the spectrum of objections, challenges, and uncertainties. From failures to fabulous evergreen content, Brian shares his experiences and perspective acquired from years of employing a really creative approach to engage consumers.Here's all of what you can expect ... Brian Ortega’s Origin Story (2:15)How to Begin the Process of Ideating Creative Content (5:35)GumptionWhat’s Goin’ On?Bouncing of IdeasTips to Produce Creative Content with Costs in Mind (9:28)TalentLocation“Check Out What’s Around You”What Should Dealers Look for in a Production Company (12:55)Hesitancy of Ideas?Stick to Your StandardsMake Sure Things Translate“We Don’t Hold Anything Back” (14:56)8 SecondsImmediate Visual ImpactMultiple Pieces of Content in a ShootContent Intentionality (16:38)Wire-framingNotes for Editor/ProducerSelf-Editing from Raw FootageBehind-the-ScenesThanksgiving Spot ExampleHumanizing / AuthenticityEditing Software Insights (20:28)iMovie, YouTube ShortsDoesn’t Need to be PerfectYou Sell Cars — Not ProductionDonuts - Specials in SpotsImportance of Being Evergreen (22:35)Story AttachedArcCOVID/Drive-thru ExampleTell the Story / Promote the ProductCan Some Ideas Work More than Once? (24:45)More True Life ExamplesSome WorkSome Don’tOrganic GrowthAsk / Team with the CommunityAligning Expectations between Digital and In-Store (31:52)Be GenuineLeadership SupportReputation ManagementMost Challenging and Fun Content (34:00)When You Must AdaptEmbrace Who You AreExample of Adapting in the MomentLegalCreative Approval Process (41:46)How to Check Out Valley Hi Toyota Content (43:55)
