Pro extreme driver Bubba Stanton during qualifying at Rockingham Dragway. Photo: Mark J. Rebilas |
Turns out, these days the key to promotion is information. Today’s race fans want more information than ever, before making a purchase. Google commissioned a study called the Zero Moment of Truth (ZMOT) study. This study 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. ZMOT is when your fan actively looks for more information online, through social media or any other source, before making their purchase decision. According to the study, back in 2010 consumers needed more than five sources of information before making a purchase decision. That number has since doubled and is expected to continue to rise.
Consumers have become super-power information gatherers and they’re proactive about their purchase decisions. Studies show they want to see what you have to offer, before making a decision as well. So, plan to include videos in your content strategy. Consumers love to send videos to each other via email, post them to social networks or embed them in their blogs and personal websites, so make sure your videos are easy for fans to share.
The good news is your fans are looking for more information. If you’re invested in online content strategy, you’re positioned to give it to them. Just make sure it’s useful information, readily available, easy to understand and since we are talking about race fans, make sure it’s engaging.