Latest / The Racer on Demand Show / Episode 15 | Rejection is Protection (ft. Theresa Kapper)
Transcript
- Amanda Van Den Elzen: Hi, and welcome back to the Racer On Demand show. I'm Amanda Van Den Elzen, and I'm joined by my co-host, Megan Meyer. I'm excited for today's conversation because it hits on a topic we talk about constantly, and that is building long-term strategic relationships with your partners. Our guest today is someone I've had the pleasure of working with closely through our team's partnership with Nexentire. Teresa Kapper is the marketing director for Nexentire America and is a powerhouse in the automotive industry. Theresa: you Amanda Van Den Elzen: with over 20 years of experience in this space. Before leading brand strategy and partnerships at Nexen, she held leadership roles at CEAT Specialty Tires and BKT Tires, giving her a deep 360 degree view of the specialty tire market. What makes Teresa such a perfect fit for this show is her unique ability to break down the silos between departments. Since she took over at Nexen, I've been so impressed by how she leverages motorsports athletes like us, not just as a sticker on a car. but as a true sales asset. We've partnered with her team on everything from SEMA to customer ride and drive events, to distributor trade shows and at the track activations. And she has an expert level perspective on how to create interactive, transparent brand experiences that actually move the needle for a company's bottom line. Thank you so much for joining us today, Theresa. Theresa: Thank you. Well, thanks for having me, Amanda. Amanda Van Den Elzen: So we're going to dive in a little bit, but before we start talking about the partnership side of the world, I would love to hear a little bit about your career path, about how you landed at Nexon ⁓ and Nexon's role in the U.S. tire market looks like today. Theresa: Well, it's kind of an interesting story. ⁓ I started off in communications in college and while I was in college, I landed a job at an advertising agency. So from there kind of just spiraled into other positions and I've always been in advertising marketing at some degree, whether it was sales end of it or, you know, in actually in the agency side. Um, being that I grew up in Akron, uh, anybody in the automotive tire industry knows that it's called the Ruppert capital of the world. Cause you know, big companies, Goodyear, Firestone started there. So it wasn't, uh, anything unordinary to have like friends, parents that worked for, you know, Goodyear and that. And then a lot of the guys I graduated high school with ended up their careers being vice president of sales for big manufacturers, distributors. So that's kind of how I got sucked into the tire ⁓ world. And, you know, it's a round circle and once you get in it, it seems like you can't get out. I've tried a couple of times and I keep going back into ⁓ the tire world. So I worked at one point at an agency in Akron that had the Goodyear account. So from the agency side, I kind of was working in tires and then ended up going to the corporate side. So. Amanda Van Den Elzen: Yeah Megan: Mm-hmm. Theresa: That's kind of what gives me a great perspective, I guess you could say, is that I have both, you know, being the customer and the client. So I know expectations, I know what can be done. And, you know, just it gives you a better, understanding and view. So, you know, you can think of both sides when putting a plan together. Amanda Van Den Elzen: Mm-hmm. Megan: Mm-hmm. Yeah, well, and I agree that's so important. So when you first stepped into your marketing role at Nexen, what did the team already have in motion and what did you want to build onto that? Or did you want to change anything that they were doing? Theresa: actually, Megan, when I stepped into the role, there was some changing of the guard, you could say. And so the whole marketing team kind of was under construction. So when I took the position, we also brought on a new marketing manager. And then a few weeks later, hired a social media specialist. Then after that, a merchandising manager. So our whole team now is, you know, a newer regime. Megan: Mm-hmm. Theresa: ⁓ and actually I'll be approaching my one year here in June with, ⁓ Nexon. So it's been a great year, crazy year. So when I stepped into it, there was a lot of, you know, kind of things up in the air, unfinished things. kind of just jumping in and first, like, you know, who was all up, who are all the partners and, know, getting to know them, seeing what had been done, what worked, what didn't work. ⁓ and then, you know, like the whole saying, you know, if it's not broke, don't fix it. Amanda Van Den Elzen: Yay! Megan: Nice. Yeah. Theresa: but ⁓ some things needed to be done. So was just a little of everything, I guess. There's not one thing in particular, but just getting with our agencies, for example, like our social media agency, our PR agency, our creative agency, and then again, also our sponsors, MediEracing, Mozzracing, things like that. So kind of just learning who the people are, who's the partners, ⁓ and like I said, what's done, and then like, what does everybody wanna do? and kind of getting a perspective and understanding from everybody, all the players. So that kind of took a while. So, and then here, fast forward, you know, a year later, you know, we're revamping our website. We're, you know, expanding our dealer distribution network. You know, we're doing lots of things. you know, I could give you a whole laundry list, but just, you know, like I'm just so excited at the point we are now. And we're just, we're growing. Megan: Mm-hmm. Amanda Van Den Elzen: you Megan: Right? Theresa: So not just as a company, but also internally. Amanda Van Den Elzen: You mean that motorsports your whole job, Teresa? There's more to marketing? ⁓ Theresa: No, I wish. No, just kind of like I want to say jack of all trades. ⁓ You know, I've got a great team that, you know, works with me. We all support each other. So, you know, today I might have the PR hat on tomorrow. It's the sports, you know, hat the next day. It could be social. So even though we all have titles, ⁓ I kind of feel like, you know, I'm not above or beneath doing anything and I'm not going to ask my team to do anything that I'm not willing to do. So, you know, we all work together. Megan: Thank you. Theresa: ⁓ And then, you know, we rely on our partners like you guys. So it's just, it's, it's fun and exciting. And when everybody works together with the common goal, ⁓ it's so much fun. And I it's, it's exciting to see what, where we started and where we're at now. And then like what the future holds for, you know, even next year, you know, we're getting more more involved in ⁓ events. And then like I'm headed the end of this week, I'm going to Jeep Beach. Amanda Van Den Elzen: Yes. Theresa: in Daytona. And then after that, you guys will be joining us at Overland Expo. So, you know, things like that. Then we've got, you know, fast forward to be SEMA time again. Last year was the first year we were back for a while at SEMA and we had a huge splash, a huge footprint. Our booth was, gosh, what like, 30 by 240 feet long. with like a big football field, you know, ⁓ it was ⁓ So just looking forward to Amanda Van Den Elzen: Yes. Yeah. Megan: Yeah. Yeah, yeah. Well, and you had prime location too, because when I first got there, like I was going down the escalator and you that's the first thing you see when you were looking out the window. Theresa: Yes. Amanda Van Den Elzen: Yes. Theresa: That's awesome. If we were right outside of South Hall, it was great. Megan: Yeah. ⁓ Amanda Van Den Elzen: Megan got there before I did and she sent me a picture as she was coming down the escalator. She's like, I can see Chris's truck from here. Megan: Yeah, yeah Theresa: Up on the rocks. That was great. Amanda Van Den Elzen: That was so cool. Yeah, you know Teresa since you have stepped into the team since there was that kind of changing of the guard There's been so many changes and it's really cool to see Honestly, like all of the different facets of what you guys are working on I it's something that Chris and I you know We we were really trying to help in as many ways as we could with the old teams and you know, it was just kind of like it felt like we were kind of stuck, you know, like it was like, ⁓ we have so much more to offer. So we're so excited to be part of the events that you guys are planning and being able to partner up with the sales teams and the marketing team and just be able to really be leveraged as a partner more so than just a sticker on the car. Like a lot of grassroots racers think it is. So, you know, we Megan: Mm-hmm. Theresa: Absolutely. Amanda Van Den Elzen: We do talk a lot on our podcast. about how motorsports athletes are an extension of their partners' marketing teams. And you've already kind of touched on the fact that You know, we are out there with you at SEMA, customer trade shows, ride and drives. We'll be at the Overland Expo with you soon. You know, how do you see having a race vehicle or a motorsports athlete on site at these events as adding value or impact for your clients? Theresa: Well, you guys are, you know, our sponsors are just an extension of us, you know, brand ambassador for the company. And it's just exciting. You know, any event you do, you want to have engagement with the crowd, with people who are there. And so what better way to have a nice shiny object on display in your booth. And that brings people in. But then the fact that, you know, you have somebody that's very passionate and an expert in the industry and somebody that's, you know, willing and able to talk, you know, positively. about your company and your products and stuff. That's, you know, that's most important. So just to have that, you know, shiny, you know, object there and, know, the person behind it being authentic and real and talking about it, it's great. you know, having that attraction, that engagement is, you know, that's what you need every event. That's what your goal is to get the, engagement with the people that are there. Megan: Mm hmm. Yeah, exactly. And ⁓ we've done lots of displays ⁓ with our dragsters. And yeah, I mean, exactly. Like you're an extension of the brand. when there's, you know, customers or people that are walking around and they come up to, you know, the driver, they do want that, you know, they want their honest input of the quality and how they like. Theresa: you Thank you. Megan: the product that it is that we're there to promote. you know, sometimes it is like, Hey, you know, obviously we're here to promote this, but we'll give you a raw like real answer. This is how we're actually using this, on the race car and how it's actually, you know, helped us with performance and how it can then translate to more of a, you know, general population or just an everyday user. So, ⁓ so I love that you had mentioned that. Are there any other like certain qualities that you look for when you're picking out athletes? Amanda Van Den Elzen: Mm-hmm. Megan: that are going to represent the Nexen brand. Theresa: Absolutely. mean, of course you want someone that's got a huge following. know, every company wants that. But I personally look at the person themselves, like forget the, you know, forget the followers, forget the, you know, all that, you know, stuff that is important, you know, to companies. I want an, I want the person that's authentic, that's real, that's genuine, that's passionate, and that is going to be, you know, genuine and not fake or not, you know. It's obvious everybody, you you watch videos and things and you can spot a mile away someone that's not genuine. And you know, know, the only reason they're, you know, talking about the product is because they're getting paid. Like when they're off the field, when you, you know, like you say, when the stickers are off, when the helmet's off, you know, what are they saying and how are they acting? You know, I want someone that is a good representative on the field and off the field, you know, so ⁓ as soon as get out that, ⁓ out of the booth, Amanda Van Den Elzen: Mm-hmm. Theresa: the out of the vehicle, whatever, you know, are you going to be talking positively about our tires? And I very confidently can say I know for a fact, you know, that you guys are so that's something huge, you know, at least from my experience and my personal views, I want an authentic, genuine person, and if they have, ⁓ fewer followers than another person, you know, to me, that's more in it. ⁓ Amanda Van Den Elzen: Mm-hmm. Theresa: and it reflects and people know. So that's what I look for. Amanda Van Den Elzen: Yeah, I love that because you're not hiring followers, you're hiring influence, And authenticity breeds influence. You can have a million followers, but if you're not selling tires, then you're not reaching your objective, Theresa: Yes. Absolutely. And you know, with like COVID, I think that kind of changed things a little bit too, the way people, you know, produce things. And I think, you know, it kind of helps everybody doesn't have to worry about having such a polished video. Yeah, are they flashy and great? They look good. But like, people want to see raw, they want to see authentic individuals, ⁓ know, talking. And then it comes across as more believable and not so, you know, polished and professional, you know. Amanda Van Den Elzen: Mm-hmm. Yes. You can only have so many videos of a race car going over a jump with Nexen tires on it, right? Like that that only goes so far. But the person behind the scenes talking about like, man, like this tire actually really hooked up, you know, like or or hey, you know, we had a failure, but it wasn't our tires, you know. ⁓ Theresa: Yes. Your experience. Right. Right, I mean, it could be a multitude of things, you don't know. So definitely, there's a lot that goes into it. And I like how you said grassroots. I'm older, I'm not like, we're fresh out of college and like a lot of companies, especially a lot of racers starting out, like you don't have that huge budget. So you need grassroots, you need the basics and you know what? It's all about relationship building and you gotta start somewhere. So all things equal, it's just like sales 101. Amanda Van Den Elzen: Yes. Theresa: you're gonna buy from someone you like and trust. If the price, the quality, everything is about the same, you're gonna trust the person that you believe in, you know what I mean? Versus like a one trick pony or whatever. So you have to go back to the basics, to the grassroots. So you are 100 % accurate on that. Amanda Van Den Elzen: Yes. And if you're listening and you haven't listened to our episode titled No Like and Trust Yet, that's a perfect segue. Go listen to that one and come back. Well, you did mention two budgets, and I know that every every company has a different budget. You alluded to the fact, you know, sometimes you don't have the budget for a huge influencer and our grassroots racers can be valuable as well. So, you know, every marketer has to go back to corporate and say, Megan: There we go. Yes. Amanda Van Den Elzen: here's the budget I'm looking for and justify it. Can you share how motorsports partnerships have helped you demonstrate value in a way that resonates internally? Theresa: Well, ⁓ because we don't have an e-commerce, Nexon doesn't personally have an e-commerce platform, you know, it's hard for us to gauge ROI on things. you know, and then we've got so many distributors out there that, you know, when somebody goes into a local tire shop, the guy behind the counter isn't saying, how did you hear about us? You so it's like hard to gauge that. So with our motorsport sponsorships, how, you know, I value and I see a return is like participating, you know, being a partner with us, like, Amanda Van Den Elzen: Mm-hmm. Theresa: ⁓ You know, in January there was one of our distributors had ⁓ annual conference. And so Chris was there with the vehicle and engaging with the crowd and you know, stuff like that. being able to ⁓ tie it into different things and make it work and do like things like that that, you know, some other people might not be doing. You know, you always look at a partner or a potential person that you're interested in and like, you look at the big picture, but like, Amanda Van Den Elzen: Mm-hmm. Theresa: You have to see how will it fit like will they be good for maybe social media content? Would they be good for events? Would they be good for? Web stuff like you know kind of just gotta get a look at the big picture and then some people might be better at one thing versus another. So you know if you don't have a huge, huge budget for a big, big name, then maybe you go around where you pick a few micro influencers or somebody that's just starting out. It doesn't have big following that doesn't have a big, you know. a lot of podium wins behind them. So, you know, there's a lot on my end that we have to look at. And of course, corporate ones, know, the big name and the podium wins and stuff like that. But like that can change in a heartbeat too, you know, you know, you can always be at the top of your game and something happened. It might not be a tire blowout, but it could be your engine drops or you know, anything transmission. So like you said, there's a lot of factors. So you can't just look, you know, at just the wins now. You have look at the person. Amanda Van Den Elzen: Yeah. Yes. Theresa: And then how is that person going to be best utilized? Because everybody's got different qualities. And some racers might not really like to be in front of the spotlight. They just like to race. So then you've to find a partner that might be able to utilize them a different way. So there's a lot of things that go behind the scenes and planning and things like that. Amanda Van Den Elzen: Hmm. I really like the way that you kind of talked about like how to utilize different racers in different ways. And I think especially in the trade show example that you gave, it's important that racers recognize like you're going to be spending ⁓ on a trade show booth. Regardless, you're going to be paying money to put something engaging in that booth. like being an asset as a motorsports athlete is being that engaging thing that you're hiring to put in that booth. Right. ⁓ Megan: Mm-hmm, exactly. Amanda Van Den Elzen: And it goes every way. You're going to be spending money on content. What makes motorsports content valuable, you Theresa: One, it also helps too when the racer is at an event or a booth, they're getting more exposure too. So it helps grow their fan base as well. So it's kind of a mutual win-win, you could say for both, the individual racer and the partner, the sponsor. Amanda Van Den Elzen: Yeah. Yes, 100%. Megan: Yeah, when I know, you know, like at trade shows and stuff, you're also there to sell the products, right? Like we don't want to just educate and promote them. We want to actually sell them, work with the sales team. So and you know, we kind of mentioned a little bit on here how, you know, working with the sales team and functioning that way and not just advertising. So can you tell us a little bit more about how you have leveraged motorsports to create that bridge between the marketing and sales and are there like other ways you're doing it outside of just trade shows? Theresa: Yeah. So, know, our PR, for example, putting that out there, there's the, you know, top three trade publications for tires, you know, getting the press releases out there. Um, Hey, we're sponsoring VDE racing again for like the sixth, sixth year, you know, or whatever kind of using it. Yeah. Six plus, guess. Um, putting that out there. Um, but then also like, you know, using the testimonials, like you said, you know, Amanda Van Den Elzen: Wherever we are, yeah. Megan: You Amanda Van Den Elzen: I don't even Theresa: You're using the tires on the race vehicles, but then on your personal cars as well. And you wouldn't be doing that if they weren't good tires. So being able to get testimonials from our racers and that we use, we leverage that in our trade publications and our ads, things like that. that's not an event, but that's printed material or could be social media, could be a post. Megan: Mm-hmm. Theresa: on our platforms or, you know, we're revamping our website. You know, we could throw some testimonials on the website too. So just kind of taking that one piece of content and thinking, okay, how can I use that? How many different ways, you know, and you might just wrap it up with a different bow on top, you know, but just everything we do has to have, you know, a reason to do it and have a purpose and, and, know, just find the best home for it. But everyone has their, you know, better qualities. So. Amanda Van Den Elzen: Mm-hmm. Theresa: Like I said, the racers out there that might be listening that are thinking, what do I do? Like if you know, you're, don't like public speaking, then. You know, find a sponsor that maybe doesn't do a whole lot of events and you're just, you know, you're recording the content that's used social media or something like that. ⁓ you know, there's a, like I would say there's a chair for everybody. There's, know, there's a seat, there's a place, a fit for, every athlete. Amanda Van Den Elzen: Mm-hmm. I think, ⁓ Teresa, one of my favorite events that we did with you guys so far, which I feel like in the last year, I feel like we've done some really cool stuff together just since you guys have joined the team. But my favorite one by far was ⁓ we had to trek home from Glen Helen. We were racing out in California. And two days later, we had to be in Chicago for a ride and drive event. You guys were releasing two new tires. and you invited in over the course of a couple of days, the first day was all media and customers and the second day was all of the sales teams and being able to hang out not only with like the media and the customers, but then the sales teams also and talk about experiences with our tires. Obviously we didn't have the new ones, ⁓ but you know, on roadie and ATXs that we have on the race truck and we had the race truck there and Theresa: Yes. Amanda Van Den Elzen: And like that was such a cool event. Being able to work with the sales side kind of gave us a new outlook on how to work with Next Entire as a whole. know, how to leverage that partnership a little bit differently too. So that one was my favorite personally. Theresa: That was a lot of fun. It was educational, but entertaining, but then it goes back to, you know, we did that for relationship building with our dealers too. So, and that's strengthened, you know, right there, like you said that, strengthened the relationship you guys had with us, with Nexen. And you got to see and talk firsthand to our distributors and they got to hear from you. you know, so it's, you know, the big trifecta, I guess. Megan: Yeah. Amanda Van Den Elzen: Mm-hmm. Yes, yeah, exactly. And those those dealers now, whenever, you know, somebody walks into their shop or whenever somebody walks into their customers shops and is asking for tires and they're calling the distributor now saying, hey, what do you have that fits this? And they're looking at the list of tires that they have in stock. They're going to remember that ride and drive event. And they're going to say, you know what? I actually talked to a race car driver that uses these tires to race short course off road. I think they'd work really well on your F-150. Megan: Mm-hmm. Amanda Van Den Elzen: You know. Megan: Yeah. ⁓ Theresa: Absolutely. Well, even after hearing you guys talk about it, I ended up getting, have the ATXs on my vehicle and boy, it's like such a difference. I love it. I mean, they're great tires. And even if I didn't work at Nexen, I wouldn't have those tires. So that says a lot. Amanda Van Den Elzen: ⁓ yay! Sorry. Megan: Hehehe. Amanda Van Den Elzen: Yes, yes. Would you, are you going to go off of any sweet jumps anytime soon with them or? Theresa: You know what, the way I drive and the way to work, have a long commute. I have an hour and 15 minute commute to work. So I live in a rural area, but then I take the turnpike. So it's like, I drive a lot and I feel safe. So I would be jumping off some mountains if I could or rocks, but they stick. But yeah, I wouldn't have to worry. Megan: ⁓ wow. Amanda Van Den Elzen: Good. ⁓ Yes, we got to get you in that two seater soon, Teresa. I have a video of from the ride and drive of Teresa getting into the race track and it's so funny. Yes, yes, she's so she's so tiny compared to Chris like climbing in. It's going to be awesome. I'm so excited to get you in the two seater. Megan: Yeah Theresa: Yes. I was like Dukes of Hazard. I don't know if it was all that graceful, but I got in and out. Megan: Yeah. Amanda Van Den Elzen: You know what? That's what editing is for, right? We'll just snip it down to use sliding in, it'll look effortless. Theresa: There you go. Megan: ⁓ Yeah. Amanda Van Den Elzen: ⁓ man, okay. We should probably get back on track here. So it's funny earlier you were like, you know, ⁓ we've partnered with VDE racing for six years. And I was like, I think it's six years. Like, I don't know. It's just felt like forever at the same time. It feels still fresh and new. So, but we've been partnered with you guys for a long time and we've weathered a few personnel changes in that time. Like you said, you know, you guys are a fresh team, ⁓ but Megan: you Theresa: this way out. Amanda Van Den Elzen: I felt like we've always had just kind of this solid relationship regardless of whether you guys are coming in or somebody else is moving out. What do you think preserves partnerships through those kinds of leadership changes or internal shifts at a company and how can racers set themselves up for long-term partnership from the very beginning? Theresa: Just making that relationship, know, like even if for some reason down the road, I would, you know, leave Nexon, I would still consider you guys, you know, friends, you know, I would still keep in touch. So every job I've ever had, every company I've worked for, still, never left, never burn a bridge. I still keep in contact because of the relationships, you know, again, it goes back to all things equal. You're gonna, you know, hang around, you're gonna be a part, you're gonna represent people that you truly believe in. and are good, you know, honest people. And it goes back to integrity. You you want to associate with someone that has integrity and morals and not someone that's just like, you know, fly by the seat of their pants or just, you know, are quick to drop you like a hot potato just because you might not have won that race. you know, relationships, relationships, relationships, just like in real estate, location, location, location. Amanda Van Den Elzen: Cheers. Yes Megan: Yeah, yep. Theresa: Sponsorships, it's all about the relationship building. it does stink from like a, guess, a driver's perspective of you've got that relationship and then that person leaves and then another regime comes in, you gotta start all over again. But you do, just like anything else, start all over again and just prove your worth, prove your value, and it should be easy. Be an honest, genuine expert in your place. All falls in place. All works out. Amanda Van Den Elzen: Yeah. Megan: Mm-hmm. Amanda Van Den Elzen: one of the things that you touched on is people ⁓ moving to a role. ⁓ If you left Entire, you said I'd have no hesitation reaching out to you guys because I know you and I trust you. I think a lot of people get really afraid of their marketing people ⁓ leaving the role they're in. But that creates as much opportunity as it does an opportunity to be dropped at that company. ⁓ stay in touch with these people, right? Like, Teresa, you we talk to you all the time. It's not just at the beginning of the year when we're putting our contract together and at the end of the year when we're like, hey, guess what? We won this and this and this, and you want to work together next year, you know? Like, we talk together all the time. We solve problems together. We talk through your strategy. We attend events with you guys, you know? And I think that that's something that a lot of racers miss, and that's why that shift change is so scary. If more racers treated those relationships like they do their friendships or even like their relationships with their families, then they wouldn't be so scary because that's an opportunity for a new partnership at a new company as people leave. We had that Dave from Nexen. He was on our podcast previously because when he left Nexen, he went to Blaster, which is one of Megan's Theresa: Absolutely. Amanda Van Den Elzen: primary sponsors. you know, it's like that brought Megan and I closer together, but also, you know, Dave going over to Blaster and he says, you know what, I've worked with VDE Racing for a long time through Nexon. I already know what kind of work they do and how they represent their products. I already know they're working with Blaster products in the garage. Let's bring them on board too. And you know, then it just gives us the opportunity to build a great relationship with you, Teresa, and strengthen our bond at Nexen, as well as a new opportunity with a new organization, Theresa: Absolutely. You know, that's the greatest way to put it. Like just like, you know, a garden or anything. You got to water it in order for it to grow. You have to be present. You have to be relevant and just, you know, stay in contact. Don't just wait until like right before the race or right before the season starts, you know, Hey, how's it going? And then a lot of times, you know, no, no is okay. Everyone hears no. You're not always going to hear yeses, but like think why is it a no? Is it just no, not now we don't have the funds or no. Megan: Mm-hmm. Amanda Van Den Elzen: Mm-hmm. Theresa: You know, we hate the idea. we change it? Like, so, you know, for someone that's looking for sponsors, don't just take that first no as like, ⁓ hate me or ⁓ this isn't going to work. You know, why is it a no? Find out, you know, and then, you know, keep in contact. It just may be the timing's not there. The budget's not there. you know, things like that. And I think a lot of people, like they hear that first no and it's like, ⁓ you know, rejection, but just think sometimes I look at it like rejection is protection. You know I mean? Like maybe. Amanda Van Den Elzen: Yeah. Megan: Mm-hmm. Theresa: It just wasn't the right time. Things weren't aligned and then maybe it wouldn't have worked out or, whatever. So just keep at it. ⁓ confident, be proactive, be persistent, not annoying, ⁓ persistent. ⁓ you know, and I try to, I get bombarded with people all the time. I try to respond to everybody and say, Hey, thanks for reaching out. Thanks for thinking of Nexen. Unfortunately, you know, it's, it's a no right now. If anything should change. ⁓ Amanda Van Den Elzen: Mm-hmm. Hehehehehe Megan: Right. Theresa: keep your contact on file or something. And I try to do that because I've been on the other end of things too. And it's just like, you just want to know because if not, you're going to keep trying, keep trying until you ⁓ either you get that absolute no you get that yes. ⁓ Amanda Van Den Elzen: Mm-hmm. Megan: Mm hmm. Yeah, I think it goes back to ⁓ like racers just not having the experience enough, like they might be too hesitant to reach out because they are scared of getting that no. ⁓ So then they're holding themselves back because they don't want to be rejected. But then they're not, you know, actually getting their foot in the door for something that could happen down the road or, or maybe it ⁓ just wasn't good fit with that company. But if you know that person, ⁓ Amanda Van Den Elzen: Yeah. Megan: transition to a different role or went to a different company, then maybe it could be a better fit over there. so yeah, so it's always about it is a risk. ⁓ But, you know, kind of, guess, measuring that risk to reward ratio ⁓ for it. But but yeah, but you're you're never gonna get a sponsor if you don't try, right? Amanda Van Den Elzen: Mm-hmm. Theresa: Bingo, yep. Amanda Van Den Elzen: Yeah. Theresa: Absolutely. Amanda Van Den Elzen: I think that lines up too with the fact that sometimes it's not just budget and it's not just timing. Sometimes it's strategy too. Let's say, ⁓ Teresa, let's say that you guys, already had super duper success with off-road tires. Let's say you didn't have a new off-road tire for a long time and you were selling the ones that you were making just fine, but you were really focusing on a performance tire instead. You're not going to pump a whole bunch of money into an off-road racer if you're not trying to sell off-road tires, right? But if you're approached by a road racer in that instance, then the strategy might line up better just because they're able to offer a different product or a different, ⁓ I say product, but I think the racers that are listening might struggle with that. They're able to offer a different experience and a different connection to their audience. Theresa: Mm-hmm. Amanda Van Den Elzen: that's going to sell the product that your strategy is actually focusing on, you know? And maybe that does line up with timing and stuff, but I think there's a lot of factors behind the scenes that racers don't think about. Like, when you're walking a trade show, what kind of a product is the company pushing right now? And does that line up with the sport you compete in and the demographic that you have as fans, you know? And that makes a big difference. Theresa: Right. And also I think to just expand upon that a little bit is that, you know, almost like think of it, you know, as a job interview, like before you approach that company, that manufacturer, that whatever you're looking at, ⁓ do some research, you know, you'd be surprised with people that don't know anything or they think they do and they, know, and then, then that gives you a bad impression, you know, and sometimes you only get that one shot and then you're definitely written off. Like you're on the no call list. So, you know, Megan: you Amanda Van Den Elzen: Yes. Yes. Theresa: If you're looking at a company that you really want to try to be a part of, try to get some sponsorship from, do your homework. Look into them, see what products they have, because you might, you're asking them to sponsor you and they don't even have that tire or that category that you're looking at. ⁓ Megan: Right? Amanda Van Den Elzen: Yes. Yes. I had a racer reach out to me on Instagram yesterday and he said, Hey, I would really love to be featured on your podcast. And he just gave me some details about like how he wanted to share his story and inspire other racers. I didn't say it meanly, but I just responded back like, Hey, have you listened to our podcasts? And he hadn't, he hadn't even listened to the podcast. And I was like, you know what? Like our podcast, Megan: Mm-hmm. ⁓ no. Amanda Van Den Elzen: It's never featured racers before. We're really all on the motorsports marketing side of the world. If racers are reaching out to me asking to be on the podcast to share their story, what kind of brands are they reaching out to without doing homework too? Yes. That's a big black mark there. Theresa: It happens, yeah. It happens. Megan: Yeah. Mm Yeah. Yeah. Well, I have a little story. So when So I had got pregnant in 2021. So I took off a year from racing. And then when I was, you know, ready to come back to it, I, you know, had to look for some funding. And so I had reached out to one of the partners that we worked with previously, just cause we did, you know, still have a great relationship with them. And it was just going to be the normal pitch of like what we had done the few years before, like, let's just pick up where we left off. And I'm so glad that. I Like I had a presentation or like a, you know, a slideshow or whatever to share with them. And I'm glad that I didn't actually send it to them because yeah, like I had checked out their website, which I hadn't done before, but I was like doing my research and like looked at LinkedIn of like, what are they sharing over there? And so it's something completely different. Like they had created a whole new company and a whole new brand that they were promoting and it had absolutely like nothing to do with what I was totally going to pitch to them. And it was like, okay, I'm so glad, like, I, you know, I wasted my time trying to make a cool presentation, but it was, you know, definitely worth it not to share that with them because then I feel like it, would have just kind of, like close the door of like, ⁓ you know, hey, inside, you know, they would have been like, hey, we've got something else over here that would actually, you know, we want to promote this instead. ⁓ So ⁓ so actually into that conversation just with questions of like, what are you promoting? You know, what's new that you're doing? It's been over a year. ⁓ You know, there's see like there's been some changes. So just, you know, tell me a little bit more about it. And I think for me, like kind of having ⁓ Theresa: Mm-hmm. Amanda Van Den Elzen: Mm-hmm. Megan: Like how you said in the beginning, like seeing the, you know, being on both sides of it is like being in the company, but then also being a customer ⁓ as well. I think sometimes racers are just very one sided with it. Like they just only have their, ⁓ their needs their experience and they've never quite have had the business side of it and understanding, ⁓ you know, there are different buckets within a budget ⁓ and different And, know, it ⁓ might seem it's, you know, ⁓ big company with a lot of money, but it actually gets split up in so many different ways. So what's one sign that you look for that tells you that eraser really does understand the business side of a partnership. Theresa: Well, it kind of ties into almost like sales, like, you know, one of the first things you learn in sales, ⁓ whether you're trained, educated or not is that, know, you've got two ears and one mouth, like don't go in there, just telling them all this stuff and how great you are and you know, what you're going to, you know, listen, like you said, you went in there and you were asked questions, but you listened to what they had to say. And then you could form your thought process of like, okay, how can I add value to them? So. Megan: Yeah. Amanda Van Den Elzen: Mm-hmm. Theresa: You always, when you have a conversation, like, how are you going to help them? Like not what can they do for you, but like, how are you going to help them? So like that's, you know, very, very key, the key ingredient. And that is like, you know, the racers need to think like, what value can I bring? What, you know, why would they want to partner with me? And then you sell yourself that way. So, you you really do have to sell yourself. ⁓ cause you know, there's other people out there. Why, why should they pick you? You know, why do they want you? Amanda Van Den Elzen: Mm-hmm. Mm-hmm. Theresa: And then how can they utilize you? you know, ⁓ but before you go telling them how great you are, find out what they want because, know, it might not be a good fit. And it's probably better off at the beginning to find that out and wait until you kind of get into it. And then you're like, stuck. So, or then they just cancel the contract or whatever. Amanda Van Den Elzen: Yes. Megan: Yeah. Amanda Van Den Elzen: yeah, I think finding that out on the front end is so important. And one thing that I really like that you that you asked is like, why should we partner with you? And ⁓ I've been doing an Instagram campaign where I'm reviewing racer Instagram profiles from the viewpoint of what would a sponsor think if they landed on that page, you know? And so I'm giving people candid feedback on that. And the thing that I keep repeating over and over and over again is like your profile doesn't really tell us who you are or why you're different. And I think that racers don't just lack that on Instagram. They lack that when they're talking to sponsors as well. if a racer up to you, Teresa, and says like, I win all the time or I have really great lap times, like that doesn't translate to what they can do for your business or what kind of demographic they're reaching that's different than another racer in the same series who's racing the same kind of race car. Theresa: Thank you. Megan: Mm-hmm. Yeah. Or I can put your logo this big on my car. Amanda Van Den Elzen: Yes, like great. You can buy a billboard or something too. you know, I think... Theresa: There's, you know, right now it's just crazy from when the time I started off, you know, in advertising and that until now there's so many options out there. There's so many platforms. There's so much you can do. like, unless you have this like unlimited budget, you can't do everything or you can't be really big at everything. So you've got to be very careful in choosing what you do. Amanda Van Den Elzen: Yeah. Theresa: and what you pick and think about, like how are we gonna use that? And like, you kinda have to like, I also think, okay, can we use that in other ways too? Not just the one time, like what else can we do with that? So, yep, it's hard. I mean, it is, I will be the first to tell you, it is like so much harder these days than it was way back when, you know? So, you gotta break through all the noise and the clutter to actually even get to somebody at this point. ⁓ So that's why, again, it goes back to the relationships. If you know somebody, Amanda Van Den Elzen: Yeah. Yeah. Yeah. Theresa: Sometimes that's helped to get you the in, but definitely key. Amanda Van Den Elzen: Yes, yes, 100 % agree. All right, so you've talked about how it's harder now than it was before. Looking ahead, what kind of trends do you see coming in automotive marketing that you think racers should be paying attention to if they want to continue to stay valuable to the brands they're working with? Theresa: That's a good question. ⁓ You know, again, I can't reiterate it enough. It's that relationship. If you've got that relationship and you are willing to grow with the manufacturer in the good times and bad times, you know, and say, you know, like for an example, say, you know, you had a, a hundred thousand dollar sponsorship and the next year their budget got cut by corporate, not by them, but by corporate. And you had to cut back and take less instead of that race or being like, ⁓ I'm not working with you. Like ride it out with that sponsor, ride it out. Like, cause the next year then when things pick up, the budget's going to go back up, you know, and, know, and then you'll be right there with them too. But like, if, know, you're not an extension of the, of the brand, you're not, if you're not extension of the team, like I think of you guys as family, like you guys are part of the Nexon family. You're on the opposite side, but we're all in this together. We all have the same goal. ⁓ so just, you know, keeping with that relationship because if, you know, you decide that you're too good or you just don't wanna stay in, just like when you're your marriage or whatever, ⁓ we're getting divorced. Then what happens? Then you got custody with the kids and the dogs and this and that. It's not worth it. Be an authentic, genuine person and it'll all work out. Amanda Van Den Elzen: Right. Yeah. You I don't... I don't want to share custody of the kids, Theresa. Megan: Yeah. yeah. Well, I do want to add Chris and Amanda are some of the most like genuine, just people, like not just racers, but Theresa: Revisitation, please. Amanda Van Den Elzen: Yes, I want to see Emily and Josh. Theresa: Okay. ⁓ Megan: just people that I have met and I, I'm so thankful. Like they came to the track this weekend, this past weekend to help me out and learned a ton from both of them. And yeah, Chris helped put my car back together and like, like literally would not have been able to do the race without them. And they are just the nicest, sweetest people, but you could tell like they, like they do, they treat everyone like family. And, I love that about them. And, ⁓ And yeah, I mean, we've only been friends for like a short amount of time, but I feel like I've known you forever. Amanda Van Den Elzen: ⁓ my heart! This weekend... Theresa: Absolutely, I agree. I from the first time we met, know, ⁓ Chris and Amanda, was like we know new forever, you know? It's just, you know, genuine people. It's apparent. Like, you you can just, you can pick that up. You can spot that a mile away. And so, you know, you just really need to be true to yourself. And, you know, some people are quirkier than others and just embrace it. I mean, I feel like I'm a, you know, quirky person and it's just like, I am who I am. Megan: Yeah Mm-hmm. Theresa: You you obviously have to know your audience and you're gonna like pull back a little bit, but like don't change who you are. Be true to yourself, be true to your brand and be true to your team. And you know, when that shines through, people wanna work with authentic, true people. Amanda Van Den Elzen: Yeah, I love that. Thank you guys. But I think racers sometimes try too hard. You know, they try to be this like consummate professional and it's like, ⁓ that's not you, you know, and it shows and you're not going to build good relationships off of not being you, you know, be quirky. If you're a little rough, be a little rough, you know, like that's just you'll find the brands and the people at those brands that click with you and Theresa: Mm-hmm. Amanda Van Den Elzen: those authentic relationships built off of who you actually are, are the ones that gonna propel you forward. Theresa: ⁓ absolutely. Amanda Van Den Elzen: ⁓ mean, when I launched Racer on Demand, I built it of meaningful connections. That's my number one value is building meaningful connections between racers and partners, but also between racers and fans. And I think, you know, once racers can kind of just like shake off the jitters, shake off the, what they think people want them to be and start being themselves, like, They build such better relationships, not just with their partners, but they attract the fans that are actually going to buy things from their partners because that brand alignment is much more strong. Megan: Yeah, yeah. ⁓ Theresa: This is true. You know, advertising is based on image and marketing is based on facts. So when you can combine the two together, in an authentic, genuine way, you gotta win. You know, you can't go wrong that way. advertising is based on image and marketing is based on facts. So when you can combine the two together, in an authentic, genuine way, you gotta win. You know, you can't go wrong that way. Megan: Yeah, that's well said. Amanda Van Den Elzen: feel like we buzzed through these. Man, we're efficient today. We're never efficient. Megan: Yeah, we did. Yeah. Yeah. Yes. Theresa: Hahaha. Amanda Van Den Elzen: there is one thing that I think I would really like to just kind of double click into, and that is that previously while we were working with the others who have filled your role, it felt like marketing really operated in a silo at Nexentire. And I think one thing that I've seen you really shine at is bringing marketing and sales functions closer together. I think that previously seemed like they were kind of working ⁓ next to each other instead of together. I'd love to hear just from your side what that's like to ⁓ use marketing to drive sales more. Like do you ⁓ drive those two functions to work more together? And how do motorsports kind of play into that? Theresa: Thank So ⁓ right now, like our whole goal with our ⁓ marketing and sales is we're kind of twofold. We're focusing on our OE partnerships. Like we currently have about 30 fitments ⁓ relationships. So again, relationship building, know, relationships with the automotive makers. Then we're also helping our distributors, our other partners, and ⁓ we're trying to grow those, you know, partnerships. with our next level, you know, dealer, associate dealer program. And then we're offering this year, which we hadn't before is, you know, a POS kit and supporting them, you know, at the store level, whether they're retail or wholesale. And then we're doing like a truck wrap program. So supporting, you know, not only our OBE partners, our, you know, our dealers, associate dealers, and then that trickles down to our sponsorships. So, you know, everybody has to work together. So like say our dealer Alabama or somewhere, you know, is having a local ⁓ event and us to help. Like, okay, we'll be there, we'll help support. And then this is an opportunity to bring our motor sports in. Why not have, you know, Chris and his truck in the parking lot there, signing autographs, talking to the fans. So ⁓ however you ⁓ package everybody you know, our sports sponsorships, ⁓ you know, sales. ⁓ Amanda Van Den Elzen: Mm-hmm. Theresa: marketing everybody altogether. it's just, it's a win. like, it all goes back again, I can't reiterate it enough to the relationship building and it does like totally bridge the gap or closing it in with sales and marketing. did, everybody functions great on their own, but like when you work together, you accomplish so much more and so much faster. ⁓ and so, you know, I, we've even had like the sales guys that have been here for years saying thank you. Like we just are so excited. to work together, you know? And it's it's been great. So it's like, you know, I see the progress we've made in the short amount of time now. I can't imagine like where we're going to be say a year from now. So maybe we'll have to have a follow-up podcast interview in a year from now and we'll see what we're, what cool things we're up to. Amanda Van Den Elzen: Yes! Megan: Yeah. Mm-hmm. Amanda Van Den Elzen: down for that. ⁓ you know Like it shows even ⁓ if we talk to you guys about about this kind of stuff, it shows because like salespeople are talking to me and Chris all the time on LinkedIn. know, they're excited about the marketing world, which I mean, I've worked in the tire industry, too. And that is not always the case that salespeople are excited about marketing. You know, they're they're very like boots on the ground, move units. drive profit, you know, they're, they're incentivized to sell tires. They're not incentivized to do events, you know. Theresa: No, but they need that marketing support. And when they get it, boy, then it's so much easier to focus on the sales and move the needle. So by us supporting them, it's definitely going to help and move the needle and further their relationships on their end. Amanda Van Den Elzen: Yes. Yes. Megan: ⁓ Well, and I think that's something that ⁓ can, ⁓ you know, the, companies that they are working with are using that as a way, you know, Hey, use me as an asset ⁓ one of your partners. Like it might not be like the company itself, but yeah, who are their retailers and distributors and, ⁓ know, whoever's ⁓ their products. Yeah. If they're doing an event, bring me out. And I think ⁓ racers just don't quite think that far out or think like, ⁓ Hey, like ⁓ it's not, you know, just Amanda Van Den Elzen: Mm-hmm. Megan: direct connection then I'm not useful. I think, I think yeah, that's where the motorsports and the sponsorships can come in to help strengthen your relationships with your partners by bringing in like that third party in the motorsports side of it. Amanda Van Den Elzen: Hmm. Theresa: I mean, you know, it never hurts to ask. What are going to hear? No. Okay. But if you don't ask, you won't know, you you will never know. you wonder and, know, and it was so great, Amanda, when you and Chris could come to the ride and drive last year, but like, had your schedule not worked out, you wouldn't have been available. So it's like, you know, we asked and fortunately for us, it worked out and it was, you know, it was great. It was fun. But like, if you couldn't have worked out, then we would have, you know, went to plan B or something. So just don't be afraid to ask. you know, if you get that know, like I said, it might be just no, not right now. And, you know, Nexon has been around for, you know, 80 years and they're in other countries. You know, they've been in the U S for I think like 21 years now. And so, you know, we're, not a new brand, but you know, we were not, you know, the Michelin yet. We're not, you know, firestone yet, but you know, we are a known brand, a great quality. Amanda Van Den Elzen: Yes. Theresa: And that, and so we just need to further that, you know, keep continuing with that branding and you know, what better way than to do our sponsorships and to work together. just got to keep, keep at it and you know, just being in like with, with, you know, I have to deal with, with, you know, our boss here and corporate ⁓ and you maybe they haven't done it yet. Well, that doesn't mean we shouldn't try, you know, if we try it doesn't work, then okay, it doesn't work. Then you pivot. Amanda Van Den Elzen: This one? Yeah. Theresa: And you got to be able to pivot, go onto something else. So, you know, maybe Europe hasn't done it before. Europe did it and didn't work. Well, that's Europe. What about, you know, North America? Let's try it here. So, you know, you got to make sure, you know, because sometimes you're not always comparing apples to apples. It could be apples to bananas. So, you know, be willing to try, you know, and to pivot. Be, you know, be flexible. Amanda Van Den Elzen: Yeah. Yes. And for a racer, what works with one partner might not work with another partner. And maybe it didn't work at one partner, but let's try it again with ⁓ these guys. ⁓ I'm thinking, ⁓ we about putting together experiential ride-along ⁓ giveaway event for one of clients and ⁓ one of your distributors. It didn't work out. ⁓ now I'm always thinking about, we put together this idea. ⁓ Theresa: Mm-hmm. Amanda Van Den Elzen: Where can we pick that up and put it down? Maybe for something else for Nexen, but maybe for something for one of our other partners. Like we just did a proposal for the same kind of thing for a different ⁓ potential partner because we had already thought about like, if this would have provided value to Nexen's client, then it's probably also going to provide value to this other company's client too, you know? being able to know where the value is and pick that up and shift it around is really important. Theresa: Exactly. Megan: Well, should close it out? Yeah, I think we talked about it did go fast. We talked about quite a bit today. ⁓ But thank you so for coming on with us, Teresa. We just got one last question for you. ⁓ So, you know, we've about how important it is to build relationships to be an extension of the brand. But if you could go back and give grassroots racers just one piece of advice from everything Theresa: I went fast. Amanda Van Den Elzen: I know. I did. Theresa: Thanks for having me. Megan: you have learned over your in ⁓ would that advice be for grassroots racers listening? Theresa: Again, the relationship building, don't just try. Don't give up. If you've got that dream, you want to get out there and find a sponsor or grow. You're going to fail. Failing is okay because you learn. Every time you fail, you learn and you're not going to make that mistake again. So just continue to try and move forward. Pick yourself up. Every time you get knocked down, pick yourself up. If you get a note from Amanda Van Den Elzen: Mm-hmm. Theresa: person, you're gonna get a yes down the road. It's, you know, just keep trying. Just don't ever give up. Amanda Van Den Elzen: Awesome. Thank you, Teresa, so much for sharing your expertise and your advice with our racers. think, especially the pieces of just talking about what a healthy relationship looks like between a sponsor and a racer, I think that's just a huge takeaway that everybody could take out from this episode. So thank you again to our Theresa: Thank you, ladies. Amanda Van Den Elzen: to our listeners. do release a new episode every other Thursday so we'll be back in two weeks but until then we love you. Bye! Theresa: Bye! Megan: Bye.