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How you and Formula One have the same problem
The saying goes that insanity is doing the same thing again and again, expecting a different result. As Sebastian Vettel eased to his fifth win in as many races, pretty much chiselling his name onto a fourth world title, it could be said that people still watching the race are insane. What’s even more obvious thought is that it is BORING.
It’s not that Vettel isn’t a stunning driver – his team mate Mark Webber’s 5th position in the overall standings shows that it isn’t just all about the car. It’s not even that he isn’t a great champion – he is known as a nice, humble guy, who isn’t above laughing at himself. The fact is that watching the best man in the best car again and again isn’t that interesting. With Vettel comfortably seeing out race after race, a certain boredom has fallen over the lucrative and usually spectacular affair that is motor racing.
This was picked up on after the latest race by Lewis Hamilton, the British Mercedes Driver, who commented that it reminded him of the days of Michael Schumacher’s predominance: I remember waking up to watch the start of the race then going back to sleep….because I knew what would happen….I am pretty sure a lot of people were doing that today.
It isn’t always enough to be the best
Perhaps Hamilton’s comments were partly down to sour grapes. Vettel had just won a race Hamilton hadn’t even been able to finish. But he had a point. Hamilton, although not Formula One’s best driver, is perhaps Formula One’s finest entertainer. His 2008 world title was one of the most exciting in the sport’s history and was clinched by Hamilton on the last corner of the last lap of the last race. The fans loved it. Which is more than can be said about Vettel, who fans have booed on the podium. Their dissatisfaction at the perfection of Red Bull’s man and machine combination goes to show that repetition is dull.
You, Vettel and Hamilton
Customers used to visit 8 dealerships before deciding on a purchase. Now they visit just 1.5. You know your dealership needs to be as fast as Vettel in order to grab their attention and win their custom. But that is not enough. As Vettel shows even being the best is not always enough. You need to be different, surprising, entertaining. Combine Hamilton’s drama and theatre with Vettle’s consistency to shock and awe your customer base. As a new and underused tool, video can be an extremely powerful medium through which to reach out and contact your customer base.
Given that 21% of people who get in contact with a dealership never even hear back from them, imagine the response you’ll get when you go above and beyond your competitors and bring the customer into the dealership and to the car they want, without them even having to leave their house. CitNOW videos are a fantastic way to surge ahead of the competition and be leading by the first corner.