by Tim James
Baseball players are famous for their superstitions and rituals when performing. Some will refuse to shave. Some will wear their hat backwards. Some will wear the same pair of underwear every game. Do they know if those superstitions or rituals affected the outcome of the game? No. Does it matter? No. Why? Because the players are doing the same thing, in every game, the same way, every time. When asked if he had any superstitions, legendary baseball player Babe Ruth replied, “Whenever I hit a home run, I make sure that I touch all four bases.”
Why is that statement so significant?
Because Babe Ruth understood that it’s not the home run that matters, but consistently applying the fundamentals of baseball. He could hit a zillion home runs, but if he didn’t touch all four bases, he would be called out every time and that home run wouldn’t matter. In other words, if he was not so consistent in his game, we would not know him as one of the greatest baseball players of all times, but rather as one of the most famous failures.
Consistency in your inventory marketing is the same. While a baseball field may only have four bases which players need to touch to ultimately score, the digital world we live in has grown into a field with many, many bases a consumer can use to ultimately end up at home plate and buy a vehicle. If you’re not diligently consistent in your marketing, and fail to ensure that you have a strong presence regardless of which base a consumer steps on, you may just find that they end up on someone else’s field.
But it’s not just having a presence there that makes a consumer continue around the bases on YOUR field, it’s connecting with them – giving them a reason to continue to round those bases. Emotion is what drives a consumer to lust for, desire and want to come touch, feel and drive that vehicle at your dealership. Video creates an emotional impact over and above pictures or the written word. Video builds trust in the brand, in the dealership in the salesperson and, most importantly, the individual vehicle.
You can’t capture a car shopper’s emotion unless you’re present AND have the most engaging content at each and every touchpoint. There is no better way to capture the emotions of your consumers than video content of your vehicle, dealership and salespeople, consistently – over every touchpoint – every time.
Engaging content will motivate the customer to continue past first base, then second, third and, ultimately all the way to your dealership. By doing so, you’ll ensure that every time the ball goes over the wall, it actually ends up as a homerun… and not an out.