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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 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!
View all episodes
By Amanda Van Den Elzen & Megan MeyerTired 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 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!