Heads Up

All too often in business, management uses data to employ a perpetual test run, rather than inform sound decisions and put them in play. Racing, on the other hand, demands decisive action. In racing, information is key and feedback is a continual loop.

Everyone loves a good story. Race fans definitely love a good story. Narrative is ingrained in our DNA. Storytelling is the most natural and effective way to reach a distracted audience. Authentic content resonates with fans through images, sound and video, and reaches them on a level that stirs emotions. Until you’ve reached your fans on this level, there’s little chance you’ll break through.

Today’s motorsports enthusiasts want more information than ever, before making a purchase.  Turns out, Google commissioned a study called the Zero Moment of Truth (ZMOT) that focuses on the time a consumer spends researching your product before making a purchase. We all do it: comparison shop on our cell phone, read a restaurant review before making a reservation or check out an event online before buying tickets.

Advancing technologies have created more opportunities for motorsports brands and businesses to reach and interact with consumers than ever before with media that is portable, shareable and searchable. Gone are the days in which consumers were glued to a newspaper, television or radio broadcast. Advertisers have to keep pace with consumers. Traditional media is still very relevant, but unless you do something new with it, results may fall short.