Specialties | Automotive
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AUTOMOTIVE VO: FROM SCREAMERS TO SOFT-SELL
While some local dealer “screamers” are still shouting, the current trend in national automotive VO work is more conversational.
National automotive advertising voiceover is trending more towards sounding like a friendly chat, or a tone that’s cool without a lot of melody in the voice or a soft-sell sophisticated feel bordering on sexy, but all very real and genuine sounding. While you’ll still hear “screamers” for some local dealerships, advertising copywriters are now crafting the sales message in a less in-your-face style.
With a rise in online shopping, there’s also been a rise in website videos, YouTube channels and social media projects promoting vehicles, dealerships and other automotive services.
Most female car buyers start their purchase process online. What is this important? Women are now driving up automotive sales statistics.
- There are more women drivers than men on the road today in the US, Canada and the UK (Frost & Sullivan)
- Women influence 85-95% of all car sales (Wall Street Journal)
- Women are driving up SUV sales (Bloomberg)
“Women represent the biggest marketing opportunity in the world,” said Chantel Lenard, Ford’s executive director of US marketing in a Newsday article.
These statistics indicate a need for ad agency and automotive marketing creatives to engage this powerful female audience. Some ways to connect to a female consumer would be to feature relatable female actors on camera, book a female voice-over talent and to highlight features important to the female automotive consumer like safety and fuel economy (TrueCar.com).
According to Cox Automotive, it’s important to treat female car shoppers as your market and not a market segment.
Kelley Buttrick is an experienced female voice talent delivering the read style needed to engage the rapidly growing segment of women car buyers for brands like Ford, Audi, Honda, Mercedes Benz, Kia, Chevrolet, US Auto Sales, Volvo and others. She’s also voiced for automotive service companies like JiffyLube, MAACO, Murphy USA, Michelin, Discount Tire and narrated a program about the Women of NASCAR for ESPN.
Recently, Kelley wrapped a never-been-done-before multi-platform campaign pitching her voice to Jeep… #KB4Jeep. Her story has been covered by AdWeek, PRDaily, CampaignUs, Business.com and FCA Authority.
Just some of the clients that trust Kelley with their message...
Kelley Buttrick | Female Voice Talent // Classic Service. Modern Sound.
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