In marketing we’ve become increasingly concerned with numbers and borderline obsessed with racking up digits. So much so that we’re forgetting how to build an audience. Some blame it on Big Data. Regardless of what segment of motorsports or retail you’re in, this applies to you. Day in and day out we excerpt massive amounts of energy and resources into earning traffic to our website and butts in the seats. Yet, we forget that delivering a remarkable experience is what procures customer retention.

Take the movies for example. In 2002, Hollywood was winning the game. 1.6 billion movie tickets were purchased throughout the US and Canada. Last year, however, 230 million fewer movie tickets were sold despite a growth in population. Audiences are dwindling and the consumer, movie-goers, have enabled their feet to make their viewing decisions for them.

At one time going to the movies was an event. It’s something you would plan for and make a night of it. But there’s little excitement or enjoyment left in the experience anymore. We, if given the choice, would prefer to watch movies at home.

This applies to many businesses as well. Racing series, retailers, manufacturers and everyone in between. If you keep focusing on only getting new faces through the door – whether it be physical or digital – you will likely receive the traffic you so strongly desire, but you may lack a true, valuable audience. Think about what you’re doing to keep them engaged – those relationships count.