The Racer on Demand Show

Episode 15 | Rejection is Protection (ft. Theresa Kapper)

How do you move from being a "sticker on a car" to a true sales asset for a global brand? In this episode, Amanda and Megan sit down with Theresa Kapper, Director of Marketing for Nexen Tire America. With over 20 years of experience in the tire industry, Theresa explains how she bridges the gap between marketing and sales by leveraging motorsports athletes as strategic partners. Theresa shares why authenticity is more valuable than follower counts and provides a masterclass on the "long game" of sponsorship. Whether you are pitching a new brand or managing a legacy partnership, this episode provides the mindset shift you need to turn a "no" into a future "yes". WHAT WE COVER IN THIS EPISODE: * THE RELATIONSHIP TRIFECTA: Theresa’s core philosophy is that sponsorship is like real estate: it is all about "relationships, relationships, relationships". * WATER THE GARDEN: Why you must stay present and relevant throughout the year, rather than only reaching out when it is time to renew your contract. * REJECTION IS PROTECTION: How to handle a "no" by understanding that it is often a matter of timing or strategic alignment rather than a personal rejection. * THE SHINY OBJECT: Why having a race vehicle and an expert athlete onsite creates brand engagement that a standard booth setup cannot replicate. * SALES 101: Why sponsorship is built on the same foundation as any other business deal: people ultimately buy from those they like and trust. * DO YOUR HOMEWORK: The critical importance of researching a company’s current product strategy (such as their focus on specific tire categories) before you ever deliver a pitch. * BRIDGING THE SILOS: How Theresa has worked to bring marketing and sales functions together, using athletes to support dealer conferences and ride-and-drive events. * THE POWER OF PIVOTING: Why you must be flexible enough to take a successful idea and shift it to a different partner if the initial timing isn't right. RESOURCES MENTIONED IN THIS EPISODE: * NEXEN TIRE AMERICA: Learn more about the brand and products Theresa leads at Nexentireusa.com [http://Nexentireusa.com]. * EPISODE 10: "KNOW, LIKE, AND TRUST" [https://theracerondemandshow.riverside.com/e/episode-10-know-like-trust]: Listen to the perfect foundation for Theresa's "Sales 101" approach mentioned in this conversation. * RACER ON DEMAND COMMUNITY: Visit racerondemand.us [http://racerondemand.us] to join the community, access professional resources, and set up your free merch storefront. * CONNECT WITH US: Follow us on social media to share your biggest takeaway from Theresa’s perspective on being an "extension of the team".

Episode 14 | Beat the Algorithm

Are you tired of posting into a void and feeling invisible to the sponsors you want to attract? In this episode, Amanda and Megan pull back the curtain on why most racers are failing on social media and how to fix it. Amanda shares the exact strategy that helped her gain 1,700 followers in just 55 days—and it isn't about chasing viral trends. It’s about a fundamental shift in how you view your racing program: you aren't applying for a job; you’re an independent freelancer selling a solution to a business problem. WHAT WE COVER IN THIS EPISODE: * THE DIFFERENTIATOR TRAP: Why saying you're "chasing checkers" or winning races makes you invisible to sponsors and how to find a story that actually stands out. * THINK LIKE A PRODUCER: How to turn your season into "Reality TV" by defining your character, building episodic storylines, and highlighting human moments. * THE FREELANCE MINDSET: The "mic drop" moment on why you should stop treating sponsorship like a job application and start selling your services as a professional contractor. * PRACTICAL TECH TOOLS: How to use Edits, Meta Business Suite, and AutoFluencer to automate engagement and drive people directly to your partners' products. * CONTENT RECYCLING: Why you don’t need to work harder to post 2-3 times a day, and how to recycle your best-performing content to stay top-of-mind. * GAMING THE ALGORITHM: The truth about what social media platforms actually want and how to make the algorithm work for you. RESOURCES MENTIONED IN THIS EPISODE: * AUTOFLUENCER: Start tracking your sponsorship ROI and earned media value for free. Use coupon code ROD to get the professional membership for just $29/month (normally $49) through the end of May. Get the deal here [https://buy.stripe.com/00w7sK7aY6rHbHO1N7gw00b] or find more information here [https://autofluencer.com/racers-athletes]. * CHATGPT CONTENT CALENDAR COURSE: Access Amanda’s exact prompts to build your own 30-day content strategy, define your pillars, and write your scripts. Get the course here [https://academy.betterworktraining.com/turn-chatgpt-into-your-social-media-assistant-self-paced-course]. * RACER ON DEMAND MERCH: Visit racerondemand.us [http://racerondemand.us] to join the community and set up your own free merch marketplace. * META BUSINESS SUITE & MANUS AI: Explore the free automated DM tools (similar to ManyChat) and the "Manus" AI model to analyze your audience's specific interests. * CREATORS TO FOLLOW FOR INSPIRATION: * Brock Johnson [https://www.instagram.com/brock11johnson?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==] (Instagram growth and content recycling) * Ava Yuerger [https://www.instagram.com/personalbrandlaunch?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==] / Personal Brand Launch (Content strategy) * Modern Millie [https://www.instagram.com/itsmodernmillie?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==] (Editing styles and hooks) * Chris Goor [https://www.instagram.com/thechrisgoor?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==] (Tactical filming and delivery tips)

Episode 13 | Bottom-Up Branding (ft. Troy Green)

Tired of being told your program isn't "big enough" for a partnership with a major brand? In this episode, we sit down with Troy Green, Midwest Sales Rep for Maxima Racing Oil and a 25-year engine building veteran, to discuss why Maxima is shifting away from pro-level banners to invest in the volume and loyalty of grassroots racers. Troy pulls back the curtain on how you can act as a marketing extension for a global brand, proving that your value isn't just a sticker—it's in the content you create and the connections you already have. WHAT WE COVER IN THIS EPISODE: -- BOTTOM-UP BRANDING: Why Maxima is focusing on grassroots volume over "banners on fences" and how you can position your program as a high-value asset for a brand’s sales goals. -- THE ENGINE BUILDER BACKDOOR: A masterclass in B2B networking—how to use your race car as a "test mule" to help a sponsor convert your engine builder. -- SOCIAL MEDIA ETIQUETTE: Why leaving a competing product in the background of your video can kill a renewal, and how to use proper tagging to ensure the corporate marketing team actually sees your hard work. -- THE DISCOUNT AUDITION: The secret to moving from a discount program to free product status, and why the hardest-working teams are always the ones promoted first. -- COMMUNICATION VS. JEALOUSY: How the "ugly word" of jealousy between teams destroys programs, and why you should pick up the phone to talk to your rep instead of making assumptions about the guy next to you. -- INTEGRITY AS A CAREER: Troy’s final advice on why being "straight up," respectful, and honest will carry your racing career further than any trophy count ever could. WE WANT TO HEAR FROM YOU: We are gearing up for our next Ask Me Anything episode! What is one specific hurdle in your racing business that you want us to tackle? Leave a comment with a question you want answered in the next Ask Me Anything episode. READY TO TURN YOUR LOSSES INTO LESSONS? -- JOIN THE COMMUNITY: Visit racerondemand.us [http://racerondemand.us] for resources, including how to sign up for your free merch storefront. -- CONNECT WITH US: Find us on social media to share your biggest takeaway from Troy’s industry-leading perspective. -- SUPPORT THE SHOW: Leave us a review to help us keep bringing you these high-level industry insights!

Episode 12 | Listener Q&A

You asked, and we answered. In this episode, Amanda and Megan ditch the guest chair and go straight to the community — tackling the real sponsorship questions you've been sending in through social media. From getting on a sponsor's radar to knowing what to charge, this is the straight-talk episode you didn't know you needed. WHAT WE COVER IN THIS EPISODE: -- HOW TO GET SEEN BY SPONSORS: Why waiting to be "discovered" on Instagram is a dead-end strategy, and the real behind-the-scenes legwork that gets you in front of the right people. -- QUALIFYING YOUR SPONSOR TARGETS: The two-step filter every racer should use before reaching out to a brand — and why approaching companies you don't actually use is the fastest way to lose the conversation. -- RACING LESS, EARNING MORE: How racers with only two or three events per season can still build a compelling sponsorship package by getting creative with off-track assets and local activations. -- FOLLOWERS VS. BUYING INTENT: Why chasing a massive social media following might actually work against you, and how to turn a small, engaged audience into your most powerful sales tool with the right data. -- WHAT TO CHARGE: How to take the emotion out of money and price your program based on the real-world value you deliver — including a formula for knowing when your ask is actually too low. -- THE SURVEY STRATEGY: The single most underrated tool in a racer's sponsorship toolkit, and how asking the right questions at the track can open doors with sponsors who have nothing to do with motorsports. WE WANT TO HEAR FROM YOU: Drop your biggest sponsorship question in the comments — we're doing another Ask Me Anything style episode and your question could be answered on air! READY TO TURN YOUR LOSSES INTO LESSONS? -- JOIN THE COMMUNITY: Visit racerondemand.us [http://racerondemand.us] for resources, including how to sign up for your free merch storefront. -- CONNECT WITH US: Find us on social media and share your biggest takeaway from today's episode. -- SUPPORT THE SHOW: Leave us a review to help us keep bringing you these straight-from-the-trenches sponsorship insights!

Episode 11 | The Business of NASCAR (ft. Kelley Earnhardt-Miller)

How do you bridge the gap between being a local racer and becoming a professional brand that a championship-winning team wants to represent? In this episode, we are joined by Kelley Earnhardt-Miller, CEO of JR Motorsports and one of the most influential business minds in racing. Kelley pulls back the curtain on how the Earnhardt family built a multi-generational legacy by focusing on the business side of the sport, offering a masterclass in professionalizing your program from the grassroots up. WHAT WE COVER IN THIS EPISODE: -- THE EVOLUTION OF SPONSORSHIP: Why the "sticker on a car" era is over and how modern racers must provide value through digital activations and measurable brand representation. -- THE BRANDABILITY FACTOR: The specific personality traits and professional habits that make a driver "marketable" to major corporate partners regardless of their trophy count. -- NETWORKING FOR THE LONG GAME: How casual interactions today can lead to life-changing opportunities years down the road, and why you should never stop building your "bank of people." -- MERCHANDISING STRATEGY: Kelley’s advice on building a fan base through apparel without falling into the "dreaded word" of over-inventory. -- SPONSOR RETENTION: The critical communication steps many racers skip after the contract is signed and how to keep a partner engaged for the long term. -- MANAGING EXPECTATIONS: Advice for racing parents on balancing competitive drive with family life and ensuring the next generation stays grounded. WE WANT TO HEAR FROM YOU: Kelley mentioned that success in racing is often about the "bank of people" you build. Who is one person in the industry you’ve been hesitant to reach out to? Tell us in the comments. READY TO TURN YOUR LOSSES INTO LESSONS? -- JOIN THE COMMUNITY: Visit racerondemand.us [http://racerondemand.us] for resources, including how to sign up for your free merch storefront. -- CONNECT WITH US: Find us on social media to share your biggest takeaway from Kelley’s industry-leading perspective. -- SUPPORT THE SHOW: Leave us a review to help us keep bringing you these high-level industry insights!