The Racer on Demand Show

Episode 18 | Memories Over Metrics (ft. Jacklyn Donahue)

In this episode, Amanda and Megan sit down with Jacklyn (Jackie) Donahue, Group Marketing Manager for Aftermarket at Niterra North America (parent company of NGK Spark Plugs). With years of experience managing a massive roster of athletes—from drag racers to fishermen—Jackie provides a rare look into how a global brand evaluates its partnerships in a post-COVID world. We dive into the hard decisions required to clean up a legacy roster, how to tap into "hidden" marketing funds, and why the most valuable thing a racer can sell is an experience that even a million dollars couldn't buy. WHAT WE COVER IN THIS EPISODE: * THE FRESH EYES AUDIT: How Jackie’s team used a non-motorsports employee to review their athlete roster, resulting in the cutting of long-term partners whose social media presence had become "atrocious" or lazy. * MARKETING PARTNERSHIP FUNDS: A tactical breakdown of how racers can access separate "co-op" budgets by partnering with distributors and retailers to drive measurable sales. * THE RENTAL CAR RACE: A deep dive into the "intangible ROI" of live events, including the legendary story of customers drag-racing rental Camries and why these memories drive loyalty for decades. * STAYING IN FRONT: Why Jackie chooses her sponsored teams from a stack of 800 applications based on who follows up consistently throughout the year rather than just once. * THE VISIBILITY STRUGGLE: Honest transparency on the struggle marketing managers face when trying to put a number on the "feeling" of brand presence at the track. * APPLICATION DO’S AND DON’TS: Crucial advice on why you shouldn't wait until the PRI show in December to ask for a sponsorship—and exactly when the Niterra sponsorship application window opens. * THE DEBATE ON PERSONAL CONTENT: Jackie, Amanda, and Megan discuss the fine line between keeping a "professional" racing page and sharing enough personal life to build a human connection. RESOURCES MENTIONED IN THIS EPISODE: * NITERRA / NGK SPARK PLUGS: Explore the products and racing heritage of Niterra at NGKsparkplugs.com [http://NGKsparkplugs.com]. * SPONSORSHIP APPLICATIONS: The Niterra application window is open from August 1st to November 30th annually. * RACER ON DEMAND COMMUNITY: Join our network at racerondemand.us [http://racerondemand.us] to set up your free merch storefront and access strategic resources to professionalize your program. * FOLLOW US: Share your favorite unbuyable experience from a race track on social media and tag us to keep the conversation going! Ready to move from a sticker to a strategic asset? Listen to the full episode to learn how to make yourself the most memorable name in a marketing manager's inbox.

Episode 17 | Own the Show

Amanda and Megan dive deep into a chaotic month of racing that spanned from Wheatland to Antigo. From chasing mysterious mechanical gremlins across three states to "mad scientist" oil testing on a kitchen grill, the duo explores the high-pressure reality of performing (or failing) in front of key partners. They also break down the strategic shift in motorsports toward fan-centric experiences and why racers must take personal responsibility for the health of their sport. WHAT WE COVER IN THIS EPISODE: * THE MECHANICAL SAGA: Amanda details the frustrating underpowered issues with Chris’s new truck that led to "trauma bonding" with partners in the pits and a last-minute motor swap before Antigo. * MAD SCIENCE IN THE GARAGE: How Amanda ended up boiling engine oil on a grill to diagnose fuel dilution issues and the "adventure" of swapping sealed motors. * QUALIFYING & THE INVERT: A masterclass on how short course qualifying actually works, including an explanation of pill pulls and how they differ from drag racing’s "pro-style" brackets. * THE ANTIGO DRAMA: A look at the timing loop failure that cost Chris his #1 qualifying points and the subsequent "rainy day" lineup policy. * CHAMP’S FAN SHIFT: Insights into Champ Off-Road’s new schedule changes, including pit parties, parade laps, and making Pro-Spec the "nightcap" of the day. * RACER RESPONSIBILITY: A candid conversation on why fan engagement sessions get canceled—hint: it's because racers aren't showing up—and why "I’m too busy working on the car" is a brand-killing excuse. * INTERACTIVE PITS: Creative ideas for fan interaction beyond the autograph, from 360 video booths and inflatable tires to the simple power of handing out broken body panels. * SOCIAL MEDIA HOOKS: Amanda shares her formula for pulling in new audiences: Hook + Context + Value Payoff + Call to Action. RESOURCES MENTIONED IN THIS EPISODE: * RACER ON DEMAND COMMUNITY: Visit racerondemand.us [http://racerondemand.us] to join the professional network and set up your own free merch storefront. * CHAMP OFF-ROAD: Follow the series and view upcoming schedules at champoffroad.com [http://champoffroad.com]. Ready to engage your fans? Tell us your favorite interactive pit idea or how you handle a "bad" race weekend in front of sponsors. Tag us on social media and let's keep the conversation going!

Episode 16 | Main Character Energy (ft. Impulse Media)

"Truthfully, if you go out there and keep giving your NPC line, you're automatically just part of the background." In this episode, we recorded live from Lucas Oil Speedway at the Champ Off-Road Race with the crew from Impulse Media—Lyle, Jeffrey, and Tito. They’ve spent years building a media powerhouse by focusing on the one thing most racers ignore: storytelling. We dive into the "18-hour-day" reality of life behind the lens, the importance of drawing hard professional boundaries in the pits, and how to stop being an "NPC" (Non-Player Character) in your own racing program. WHAT WE COVER IN THIS EPISODE: * STORYTELLING VS. BANGERS: Why a high-quality video is just a "video" unless it tells a story that makes fans feel something. * THE PROFESSIONAL BOUNDARY: Why Impulse implemented a "no drinking" rule and why racers must treat their pit area as a place of business, not a bonfire hangout. * CONSTRUCTIVE CRITICISM: The "Impulse vs. Champ Off-Road" drama and the hard lesson of learning to hold a series accountable without burning the house down. * NPC VS. MAIN CHARACTER: How to bring "pizzazz" to your program and why your personality is the only conduit that connects sponsors to the fans. * THE 100-HOUR HUSTLE: The reality check for racers who want the rewards of sponsorship without putting in the grueling "behind the scenes" work. * RELATABILITY IS KING: Why being a "nice guy" with no personality is a branding death sentence and how to find your specific fandom (from Dragon Ball Z to Mario). * REJECTION AS GROWTH: Why a "no" or a reprimand from a series director is often the "wake-up call" needed to reach a professional stratosphere. RESOURCES MENTIONED IN THIS EPISODE: * IMPULSE MEDIA: Check out their work and the Impulse Show at theimpulsehub.com [https://www.youtube.com/playlist?list=PLr38uwacm7MDA0wXK-7H7fsqEYQxsv2kC]. * RUSH DOCU-SERIES: Watch the award-nominated series that follows the backstories of the off-road community on their YouTube page [https://www.youtube.com/playlist?list=PLr38uwacm7MDA0wXK-7H7fsqEYQxsv2kC]. * RACER ON DEMAND COMMUNITY: Visit racerondemand.us [http://racerondemand.us] to join our professional network and set up your own free merch storefront. * CONNECT WITH IMPULSE: Follow @impulsemedia on Instagram and Facebook to see their "main character" storytelling in action. Ready to stop blending in? Share your biggest takeaway from this episode and tag us to show how you're bringing "Main Character Energy" to the track this weekend!

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)