Latest / Kenny Wallace Media / Here's How You Get a Racing Sponsor!

Transcript

Here's How You Get a Racing Sponsor! · Kenny Wallace Media

• 0:00
  Hello everyone and welcome back to Kenny.
• 0:03
  Conversation brought to you by Jags, the leader in the high
• 0:07
  performance aftermarket car parts.
• 0:09
  Remember to go to jags.com for everything you need to fix your
• 0:14
  vehicle up. I get asked all the time.
• 0:19
  My kid is 8 years old, he's won 10 championships.
• 0:24
  How do we get a sponsorship? I am so excited to announce
• 0:30
  introduce a dear friend of mine, Doug Bland, who has just come
• 0:34
  out with your answer, erasersguide.com sponsorship in
• 0:40
  the digital age. Doug Bland, welcome to Kenny
• 0:43
  Conversation. Thanks for having me, Kenny.
• 0:46
  How's everything going? I'm in St.
• 0:48
  Louis, MO, and everything's going so good for me.
• 0:52
  I tell everybody Doug, I'm living my best life.
• 0:54
  But I like what you have in the background there.
• 0:58
  Where? Where are you talking to us
• 1:00
  from? I'm in San Antonio, TX.
• 1:03
  That's why after COVID hit moved down here, you know, obviously
• 1:08
  all the sporting events were shut down when COVID hit and my,
• 1:11
  so my Arena Football League team up in Illinois, I had to shut it
• 1:15
  down for for a year and a half. So I came down to San Antonio to
• 1:18
  work on a couple projects and kind of fell in love with it and
• 1:21
  didn't go back and hired some more people up there to run the
• 1:24
  football team. And so I'm, I'm a permanent
• 1:27
  resident of San Antonio now. San Antonio, boy, there's a
• 1:30
  that's a legendary city. So you just mentioned it.
• 1:35
  You are in Arena football and we're going to have Charlie
• 1:39
  Marlow. This is something new that we've
• 1:42
  been doing lately. It's kind of like, you know, I
• 1:45
  snapped my fingers in Charlie and myself.
• 1:48
  We're going to introduce you, and there's no better way to
• 1:51
  introduce you than this way. You worked for the great Rodger
• 1:55
  Penske at the California Speedway.
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  And Charlie, let's drop that picture in right now here.
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  Here is Doug and in Victory Lane somewhere around the California
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  Speedway. I don't think there's any better
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  way to introduce you, Doug. When Rodger Penske hires you,
• 2:14
  you were hired for marketing at California Speedway.
• 2:19
  Just tell me a little bit about your experience in marketing.
• 2:23
  Yeah, it was, it was a great experience for me.
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  At the time when I met Roger, I was actually working for a music
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  festival company in Southern California selling sponsorships
• 2:33
  for for the music festivals. We did a few sporting events and
• 2:37
  stuff too, like rodeos and things like that, but mainly
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  music festivals. But, you know, growing up around
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  racing my whole life, you know, I always wanted to find out how
• 2:45
  I could get into it, you know. And they just had announced that
• 2:48
  Roger was going to build a California Speedway out in
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  Fontana. And that was in 1994.
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  And I went to the inaugural Brickyard 400.
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  And a friend of mine that worked for Yates had got me a garage
• 3:00
  pass. And ironically, I run right into
• 3:03
  Roger Penske actually leaving the restroom in Gasoline Alley
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  right there. And it was my shot.
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  So I just introduced myself to him, told him that I sell
• 3:11
  sponsorships in Southern California.
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  I just heard that they, you know, are going to be building
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  the Speedway out in Fontana. And I would love to be a part of
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  it. And that I've been around racing
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  my whole life. And, you know, and so he pulled
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  out his business card. He wrote on the back of it.
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  Les Richter was on the name on the back of it.
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  And he says, when you get back to California next weekend, he
• 3:27
  goes or next week, you call this man, you tell him I talk to you
• 3:30
  and that, you know, to, to, to listen to what you had to say,
• 3:34
  basically. So about a year and a half
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  later, I got a phone call from Greg Penske, you know, basically
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  offered me coming for an interview and then offered me
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  the job. So it was, it was a great
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  experience and learning from Roger and Greg and Les Richter
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  and you know, all the great people even with NASCAR
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  obviously was involved heavily with that time and IndyCar and
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  it was, it was a lot of great things I got to learn.
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  And probably the most important thing was the professionalism of
• 4:02
  the Penske organization and how to present yourself and, and
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  basically, you know, always coming from a power of, of
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  strength position and, and being creative because you're only
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  limited to your creativity when it comes to this marketing and
• 4:14
  sponsorship programs. All right.
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  So we've laid the platform out. We've let everybody know that
• 4:20
  you're somebody you just didn't show up, you paid your dues, you
• 4:24
  work for the great Rodger Penske Arena football and I know that
• 4:29
  you have a much broader background and that's that's why
• 4:33
  you're on Kenny conversation. Well, let's get right to it.
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  I know a thing or two about finding sponsorship, but I like
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  where you're coming from because we are in a new world.
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  erasersguide.com, that's where everybody goes.
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  But what I really like is how you said sponsorship in the
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  digital age. We are in a new world and my kid
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  now this is we're having fun right now.
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  This is what I hear all the time.
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  Doug. Hey, Kenny Wallace, I see you
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  get those sponsorships. My kid is going to be the next
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  Kyle Larson. Then I say, well, does he talk?
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  Do you sell product? Do you network?
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  So I'm going to say one more thing and I'm going to let you
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  have the ball a little bit. You met Rodger Penske, you put
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  yourself out there, you stopped and talked to him.
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  So to me, that's already already the very first thing you do.
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  So everything I just said, talk to me about this new digitaler,
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  talk to me about networking and how to start out.
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  Yeah, so the game has changed, Kenny.
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  I mean, obviously you and I shared a sponsor at one point
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  when I used to own the extreme dirt car series and stack of two
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  with you had the same sponsor and and that was a networking
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  deal where I met Bob Acafinto on a on an airplane one day.
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  You know, so it, it's the networking element is never
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  going to change the game of what we do as far as trying to find
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  marketing partnerships. But what has changed is the what
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  these sponsors are looking for back in the day, you know, just
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  having your logo on a car and, and trying to show them the
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  Joyce Julis report of look how much time my logo was on the on
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  TV and all that kind of stuff. Those days are, are gone.
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  I mean, we, we have a, a new, I mean, there, there's some value
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  still to that, but it's all about the eyeballs and it's all
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  about social media. It's all about the number of
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  clicks, it's about the number of views.
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  It's about how people can engage with the product, how they can
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  interact with their customers. I mean, it's, everything has
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  changed because of social media. It's changed because of digital
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  platforms. It just these, these sponsors
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  are looking for more. They're always looking for more,
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  but they're, they can, one thing you couldn't do back in the day
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  is you couldn't justify or come back and say, look how much
• 7:00
  value you got for this because it was so vague, right?
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  In today's world, you can say, hey, this video that we did of,
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  of my race or my interview after my race, this received X amount
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  of views, you know, 32 million views.
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  That's something you can quantify directly to a sponsor
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  and, and show them exactly what took place.
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  And, and that's what they're all want to do.
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  They want to see analytics. They want to see, you know, give
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  me proof of what took place, you know, and, and with social media
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  and you know, my links in my bio or, or, you know, click, click
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  For more information on the bottom of my video.
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  That would take them to a page where they can purchase the
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  product you're talking about. You know, it's, it's all about
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  the number of eyeballs that you can generate.
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  And it doesn't matter if you're a, a go Kart racer, you know, a
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  dirt track racer, a late model dirt or late model asphalt guy,
• 7:48
  a road racer, everyone has to utilize this digital age to get
• 7:54
  to the next step. And, and you can build that up
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  and not be a superstar. Because I mean, look at some of
• 8:01
  these people that are just killing it in, in this Mr.
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  Beast. And these kind of people, they
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  started out as just nerdy kids in their mom's basement, right?
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  And now they have millions of viewers.
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  We have a bigger start when you're an athlete because you
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  already have a platform, you're, you're already some of the
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  people want to talk to you because you do something that
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  that they don't do. And that's drive a race car or,
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  you know, or you're a professional athlete or a
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  college athlete or whatever the situation is.
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  But pertaining to us, it's obviously driving race cars and
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  everybody wants to know about what it's like to do it.
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  And, and the today's fan, they're all about the kind of
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  peel back the curtain and see the behind the scenes look of
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  what's happening in the in the sport, right.
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  You do a very good job of that talking about live from the
• 8:45
  garage area. You know, this is the breaking
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  news, you know, but but when when you are an athlete or a
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  driver, that's what you have to do in today's world, Kenny, you,
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  you have to build your platform and build your program in a
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  digital world because that's where you're going to get that
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  money. You'll never have to worry about
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  sponsorships and ever if you start have a million followers
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  on on YouTube because every new content you come out with that
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  people are willing to pay money and that will fund your racing
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  program to do basically whatever you want to do and to build your
• 9:14
  way all the way up to the Cup series if that's what it takes.
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  That's really good stuff and I want to comment on it.
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  Then I want you to respond. First thing I'm going to do is
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  show and tell. And this is what we do when we
• 9:27
  go into the office, marketing office and, you know, show
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  whoever's involved, you know, vice president of marketing, if
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  for some reason the CEO is there, which doesn't happen very
• 9:39
  much. But two weeks ago, the NASCAR
• 9:44
  world was kind of rocked a little bit.
• 9:46
  Adam Stern came out and said #1 social media person in all of
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  NASCAR, Tony Bridinger, everybody's like, what?
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  So now this is where show and tell comes.
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  OK, you see that? OK, OK, that girl runs ARCA, 2.1
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  million followers. I don't care how she did it.
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  She and I'm commenting on what you're saying.
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  I like your product. Erasersguide.com and here's why.
• 10:23
  Years ago there was a picture and it showed all these men and
• 10:28
  ladies on this train and they all had, they all had this
• 10:32
  newspaper and, and, and you probably seem to me and, and,
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  and everybody was like this. Everybody was like this, OK,
• 10:42
  same story. Now we're like this.
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  So people have had a problem feeling guilty.
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  Oh, I I shouldn't be on social media.
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  You know what I tell them get over your guilt.
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  This is now the news, the new newspaper.
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  I just did a little play right there and and that's why I
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  really like your digital age and I just showed you about Tony.
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  We're going to have her own Kenny conversation.
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  So you got the kid that's winning everything.
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  He won't talk. Daddy says you got to talk or
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  else you better be Kyle Larson. What's the first thing that your
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  racersguide.com. What is it got in it that can
• 11:21
  guide these these racers, even the ones that are 30 years old?
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  It's, it's exactly what it says. It's a guide.
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  So it takes you step by step on on essentially what these
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  sponsors are looking for. Kenny, what you know what to do
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  first set up set up this account and use how to use artificial
• 11:39
  intelligence, which is a is a big AI is a huge thing right now
• 11:43
  and it helps you helps you build sponsorship proposals.
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  It shows you demographics that you're trying that specific
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  sponsors might be looking for how to build your platforms on
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  all your different social medias.
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  You know it. It basically tells you from from
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  A-Z how to how to utilize the digital age and, and use the
• 12:02
  leverage of what we've got in front of us.
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  I mean, it's, it's more exciting now than it ever has been.
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  Because you know, I think if you look at my book when you see it,
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  my first sponsorship proposal, Kenny, when when I was 13 years
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  old, I was a BMX racer and, you know, being around racing, I
• 12:18
  knew that that they sponsored Daryl Waltz of Gatorade did
• 12:20
  right. So I'm on my, in my living room
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  on a typewriter, typing out a letter to Gatorade about, you
• 12:26
  know, 'cause I just had one of national event.
• 12:28
  And so I was thinking, hey, if I had Gatorade on my jersey, you
• 12:31
  know, that you guys could sponsor me.
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  I looked up their address, sent it to them and about, I don't
• 12:36
  know, probably two months later, I get this letter back from the
• 12:38
  C, the CMO saying, you know, thank you for your interest.
• 12:41
  So we understand, you know, about Darrell Waltrip and blah,
• 12:43
  blah, blah, but essentially never came to anything.
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  But that was my first experience of doing throwing myself out
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  there. I mean, you have to do this.
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  I mean, this is what you have to do.
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  And, and this, this book basically tells you step by step
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  what to do first, what to do second, what to do 3rd and, and
• 12:58
  how to leverage all these amazing tools that we have at
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  our, at our fingertips. You know, I mean, like I said
• 13:04
  earlier, is people want to see the behind the scenes of what's
• 13:08
  going on. That this Netflix thing that
• 13:09
  just happened with NASCAR. It basically does it, it shows,
• 13:13
  it makes these guys that we see as superstar, you know, NASCAR
• 13:16
  athletes and and it makes them like just a normal guy because
• 13:20
  they see them sitting on their couch at home with their
• 13:22
  girlfriend or their wife. And you know, but it also sees
• 13:24
  them going to the track and flying and all the kind of
• 13:26
  stuff. But a local dirt racer, when
• 13:28
  you're, when you're working on that car until midnight on a
• 13:31
  Thursday night to get it ready for Friday night's race, you got
• 13:33
  to go to your nine to five the next day and, you know, leave
• 13:36
  early so you can get to the hauler and go back to the track
• 13:39
  and drive 3 hours to the race. I mean, that's interesting stuff
• 13:42
  that people want to see. And, and believe it or not, you
• 13:46
  can build a following over this stuff.
• 13:48
  I mean, this Haley Deegan girl, I mean, you know, she had a,
• 13:51
  granted, she had a famous dad to start with, right?
• 13:54
  But she started as a little like 7-8 year old girl racing these
• 13:57
  little dirt go karts and, you know, kept building up her, her
• 14:00
  following and the reason she has a ride right now.
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  I mean, yes, she's won races and she's probably a pretty
• 14:06
  talented, you know, driver, but it's because those sponsors want
• 14:09
  to see those clicks. And that's that's the bottom
• 14:12
  line. Why she has the money to race is
• 14:14
  because she done a great job building up her social media and
• 14:17
  building up her her platform because that she has something
• 14:20
  of value that those sponsors want to see.
• 14:23
  We're going to go somewhere. I don't want to give everything
• 14:27
  away, but you have the racers guide.com.
• 14:30
  I keep repeating it, but we know something that is so fresh, so
• 14:35
  new. I have my pulse on everything
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  just like you do NASCAR, Rodger, Penske, everybody's using it in
• 14:44
  the underworld right now. And I'm sure you're going to
• 14:46
  touch on it, $65 a month, a year.
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  So we just put there, it is the legendary logo.
• 14:55
  We're going to use Chat Smith. That's what all the big boys are
• 14:59
  using now. Automatic AI writes your press
• 15:04
  releases. It does everything better than a
• 15:06
  human can do until this is illegal.
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  Now I know all about this because I'm very up to date
• 15:14
  because that's what I do. But we do know that Rodger
• 15:16
  Penske, the Penske Corporation, Hendrick, all the big boys are
• 15:21
  using Chat Smith. That's a, that's an upgrade
• 15:25
  without me going any deeper. Just touch on that and I know
• 15:29
  the racersguide.com is going to have it, but talk a little bit
• 15:32
  about AI and this chat. Smith is so big in the the the
• 15:37
  business world now. Yeah, there's, there's probably
• 15:40
  five or six different, you know, artificial intelligence
• 15:44
  platforms that you can use. There's some of them that are
• 15:47
  obviously free ChatGPT, perplexity.
• 15:50
  I mean, there's I have a list in the book of all the different
• 15:52
  ones that you can use, but they're all pretty much, I don't
• 15:56
  want to say they're all the same, but you have to know how
• 16:00
  to use it for it to be beneficial to you.
• 16:03
  You you have to know how to prompt it and what to say to it
• 16:07
  to get the results back that are going to be effective for you.
• 16:11
  You know, say you, you want to come up with the script ideas
• 16:15
  for your YouTube, your YouTube channel that for your race team,
• 16:19
  right? You can you and you got a
• 16:24
  basically tell a story to the computer of who you are, what
• 16:28
  you do and and then it builds this this little, you know,
• 16:33
  guide that tells you who you are.
• 16:35
  So you say, hey, I'm Kenny Wallace, former NASCAR driver.
• 16:38
  Now I'm a dirt late or dirt modified driver.
• 16:41
  You know, we're going to run the the UMP summer Nationals and I
• 16:44
  want to come up with five script ideas for videos leading up to
• 16:48
  the first race of the summer nationals.
• 16:50
  Ask me any question you may need to better write these scripts.
• 16:55
  So you type that in and it'll spit back out.
• 16:58
  Kenny, we need to know about this.
• 17:00
  What are the dates of these races?
• 17:01
  What I mean it'll come back and you write back.
• 17:03
  OK, the first race is that you know, LaSalle Speedway and you
• 17:09
  can write all the stuff back and then it says, OK, I might need
• 17:11
  one more question to ask you. It'll ask you one more question.
• 17:14
  You answer it and then next thing you know, there's 10 pages
• 17:17
  of things. It'll tell you of ideas for
• 17:20
  script ideas and it'll. And then if you want to go a
• 17:22
  step further, please write me a script of shots, you know, shot
• 17:29
  camera shots that I will need for this video and, and a script
• 17:32
  to go off of for this video #1 and it'll print out video #1
• 17:37
  everything you would need to do. Kenny Wallace riding the driving
• 17:40
  the first summer Nationals, 5 races or whatever it might be.
• 17:43
  So you, if you don't know how to speak to it, you're not going to
• 17:46
  get the great results. And we talk about that in the
• 17:48
  book about how to properly set up the questions that are needed
• 17:54
  to get the results back that they're going to be beneficial
• 17:56
  for you. Yeah, really, really good stuff,
• 17:59
  Doug. OK, so how do we go about
• 18:03
  purchasing erasersguide.com? You know, it's like here we are,
• 18:08
  I'm 60 years old, I don't know what I'm doing.
• 18:10
  Tell me how I go about finding this.
• 18:13
  So you used to go to the website erasersguide.com.
• 18:16
  We actually have a special right now we're given both the auto
• 18:21
  audio book and the, the e-book, I think for $69.00.
• 18:25
  So for, for the price of a couple pit passes, Kenny, you
• 18:28
  can go to school and get an education on your livelihood if
• 18:32
  you, if you want to be a race car driver.
• 18:34
  And at the end of the day, you know, I've driven race cars and
• 18:37
  I've always paid out of my pocket if I didn't have a
• 18:39
  sponsor, but I usually always had a sponsor, right?
• 18:41
  Because this is what we do. But you know, at the end of the
• 18:44
  day, if, if you don't find something that's coming out of
• 18:46
  your pocket. And another thing that I have in
• 18:48
  the book, Kenny, that's a really cool thing.
• 18:50
  It's called affiliate marketing. And there's a lot of people that
• 18:53
  that know about affiliate marketing, but leveraging
• 18:56
  affiliate marketing with your sponsor program is a whole
• 18:59
  another platform that people never even thought of before.
• 19:02
  Because with all the tools that we have with Twitter or X and
• 19:08
  Facebook and Instagram and TikTok, we, we can link these
• 19:12
  posts that we do revolving around our racing program.
• 19:16
  And if you don't have somebody paying you money for a
• 19:18
  sponsorship that's saying here here's 20 grand for you to race
• 19:21
  this year, or, you know, to be on your quarter panel, then what
• 19:24
  you need to do is you find the right affiliate because there's
• 19:27
  plenty of affiliate platforms on there.
• 19:28
  It's highlighted in the book of different ones from Commission
• 19:31
  Junction to ClickBank. You know, there's a, there's a
• 19:33
  ton of them. You find one that fits your
• 19:35
  program the best and that pays a really good Commission.
• 19:38
  Then you put that on your car and you do that on all your
• 19:41
  posts and you get a percentage of every sale of that product
• 19:44
  that comes through your platform because there's a there's an ID
• 19:47
  code basically that's linked to you personally.
• 19:50
  OK, so say you do a big video on the, the tire controversy.
• 19:54
  You know that they're talking about now the tire soaking in
• 19:56
  the dirt late models, which obviously you know, I've been
• 19:58
  involved with that long time. But you, you do a video on that
• 20:03
  and you have maybe it's a sniffer product or some kind of
• 20:06
  product that's affiliated with this story that you're doing
• 20:10
  right? And you put that link, Hey, the
• 20:12
  link's in the bio. If you want to get one of these
• 20:14
  products say. You get a million views on this
• 20:17
  thing and 1% of those people buy that product and the product's
• 20:19
  $200.00. That could generate enough
• 20:21
  revenue right there to be a sponsorship for the whole entire
• 20:24
  season. Wow, you bring up such good
• 20:26
  information. We'll look.
• 20:28
  Let's end it like this. Doug.
• 20:31
  I have a lot of kids that are very, very boring.
• 20:36
  They cannot speak. They cannot talk.
• 20:40
  What do you say to the family that the kid cannot put 2 words
• 20:47
  together? But I got to represent a
• 20:49
  company, you know? What do we tell the parents?
• 20:53
  Where do we send the kids to learn how to speak?
• 20:56
  What do we do with the kids that got to overcome being shy?
• 21:00
  They're wonderful. They're wonderful children, but
• 21:02
  they can't talk 'cause they're scared to death.
• 21:05
  What do we do? I think that you just got to go
• 21:09
  do it. I mean, I'm sure there's, you
• 21:11
  know, Dale Carnegie courses and that kind of stuff you can learn
• 21:14
  to speak and you know, that type of stuff.
• 21:16
  But at the end of the day, it's just putting yourself out there
• 21:18
  and doing it. You got you got to, you know,
• 21:20
  get motivated because if you're really serious about racing and
• 21:23
  you know how much it costs to do it in today's world, then you
• 21:26
  don't have a future in this sport unless you got money to to
• 21:28
  do it, because it's not like we're playing basketball or
• 21:31
  football where all you need is the the ball behind me here to
• 21:34
  go practice your skill. You I mean, you could do it on I
• 21:37
  racing, I guess, but at the end of the day, you're going to have
• 21:39
  to get behind the wheel of a car and and show what you can do,
• 21:42
  And that takes money to do it. I mean, it takes you got to have
• 21:44
  the tools, the the tow truck, the trailer, the car.
• 21:48
  I mean, it's, it's a huge proposition to get into this
• 21:50
  stuff. Thank you so much, Mr. Doug
• 21:52
  Bland. OK, everybody listen.
• 21:54
  Go to erasersguide.com. Erasersguide.com this is the
• 22:00
  start of the digital age. It's been around.
• 22:04
  We are behind. We got to catch up.
• 22:06
  We've done talked about NASCAR, Penske, Rick Hendrick,
• 22:11
  everybody's using the new way of finding sponsorship.
• 22:16
  Doug, we want to tell everybody that we are in podcast form so
• 22:21
  you can listen this one all the way to work.
• 22:23
  And if it's just a little too long, you can listen to this on
• 22:26
  the way back. We are on iTunes and Spotify.
• 22:31
  Doug, thank you so much for being on Kenny Conversation.
• 22:34
  I appreciate it, Herma. Look forward to seeing you this
• 22:37
  summer somewhere. All right, everybody, we got
• 22:39
  them in. We got them lined up.
• 22:42
  Janica Patrick just called. She's coming soon.
• 22:45
  Until then, we have Erica Enders.
• 22:47
  We have a lot of people in the pipeline until the next kind of
• 22:51
  Kenny conversation. We'll see you next time.