This month’s TCE “Dream Chasers’ segment features a very unique person with a huge passion for marketing and Moto. It’s not often that people are able to chase a singular goal or dream yet alone fulfill two at the same time. However, that is exactly what Taylor Heiman did! We met up with Taylor recently to find out more about her story and how she plans to change the sport for the better and help riders and racers of all levels reach their true branding potential.
Hey Taylor! Tell us a bit about yourself and your background in Moto. How did you get started in the sport?
The first time I swung my leg over a dirtbike was 6 years ago at a little reservoir behind my house. My younger sister, Jodi got me into it as she started riding before me. The first time I took out that TTR 220 out I loved it and was already beginning to jump it; I was hooked from then on. My dad would take us out to the local motocross track once called Sandy Vally MX, and I was so determined to get faster, but it wasn't until recently that I started competing in GP's like AMA Big 6 and WORCS racing. I started racing GP's in 2017, and later that year I would win the WORCS Women's C championship and the AMA Big 6 West Coast GP Women's Novice championship. The fire in my eyes was burning bright, and in 2018 I would decide to not only race GP's but also motocross and long distance desert race - like the longest race in the United States Vegas 2 Reno.
Tell us a bit about what PressboxMX is all about.
Pressbox MX is a marketing and consulting firm tailored to the powersports industry. We have two sections of the business, one to work directly with power-sports companies and the other to work with athletes.
While working with powersports companies, some of the services we offer are:
- Lead generation
- Social media management and consultation
- Brand development
Some of the services we will provide to athletes are:
- Social media classes
- Conflict management
- Public speaking
- Sponsorship representation (where athletes learn the best way to represent their sponsors to build healthy relationships).
How did the idea for this come up?
I am graduating from the University of Nevada, Las Vegas in December of 2018 with my marketing and communication degree. I always knew I wanted to market for the powersports industry, since it’s what I am passionate about. In March of 2018, my Monster Energy Supercross and Toyota USA #Makeup2Mud segment was featured across the country. My business partner Mike Chesney reached out to me after the segment aired with the idea to have a marketing firm to the power-sports industry. After some time and a lot of hard work Pressbox MX was born. It is interesting to see where Pressbox MX will grow into as there is nothing else in the powersports industry like it!
What sparked your interest in marketing and media?
I always knew I was going to focus my working career around the marketing field. I just didn't know how or what I would be marketing. While I was working my lifeguard job 8 years ago now for the Hilton Grand Vacations Club I knew from that point I was going to be in marketing, that was even before I started classes at UNLV. I stuck with it the whole way through college and now as my career with my own business. Not many people can say that. I am doing what I love, helping people, and building the life I want to live!
Tell us a bit about your experience in motorsports marketing.
So far it has been amazing. Pressbox MX has only been open for a short amount of time, and so far I have been able to work with some pretty amazing companies. I know the audience, I know the industry, and I have the skills, all that together makes it extremely rewarding to work with such companies. While we are still developing classrooms for Pressbox MX athletes, we are working diligently to ensure students get the most out of their Pressbox MX experience.
The people in this industry are just the best, and I enjoy what I do every day.
How does marketing in motorsports differ from other industries?
Marketing is marketing is marketing. If you can market, you can market anything. But marketing for the motorsports industry is different in the sense that you need to know and understand your audience and who you are marketing to. What they like to see, and what will keep them coming back for more. I believe marketing for the motorsports industry is just more fun than marketing for any other industry. Who can say they get to work with excellent companies and awesome people all day? OH and be around dirtbikes?! My favorite.
What opportunities do you see for marketing in various forms of motorsports such as Motocross and Supercross?
Marketing brings awareness to the sport and when you bring more eyes on Motocross and Supercross, and you can spark that interest within the external audience that can only mean good things for the industry as a whole. The more eyes you have watching, the more opportunities you have for athletes, and thus the sport will grow. The #Makeup2Mud movement is precisely what the industry needs. It is tailored to the female audience and with WXM Professional racing being discontinued it is what girls need in the sport. This movement is touching on a whole new demographic that was untouched before, which can only be good for the industry.
Which type of marketing platforms lends themselves to be more useful for our industry?
I tend to focus on Instagram the most because it allows you to reach a much wider audience than Facebook, Snapchat, or Twitter. When you know how to target your audience correctly, then you will reach a lot more people than with these other platforms. With Facebook, Snapchat, and Twitter you often need to be friends with the people first before they can see your content. With Instagram, you can reach an infinite amount of people by just targeting them correctly.
Can you give us some examples of riders or teams that market/ brand themselves well and some that don't?
While I was at Monster Energy Cup, I had the opportunity to interview a few high profile riders. One that really stuck out to me was Adam Enticknap, or as everyone knows him 722, he was very personable, and although he was not competing in the 2018 MEC, he continued to stay relevant in the industry. How did he do this? He uses another platform BESIDES racing to stand out from the crowd. Adam uses the platform of music to establish himself and stay relevant. I found this to be unique and a useful tactic more people should take note of. One bad crash and you are out. Yes, you are an athlete first BUT what happens when you are injured, and you lose your ride? What will you do then? You must have a platform that you can stand behind when unforeseen events occur. Not only that but it differentiates yourself from the crowd and can be very beneficial to developing your personal brand.
What are some common mistakes that riders or brands make that limit or hurt their marketing/branding efforts?
Interesting question. Personally, and I see this a lot, riders will gain sponsorship and obtain the free product and then RUN. They get what they want and then fail to maintain the working relationship, leaving their sponsors with a bad taste in their mouth about supporting the industry. This is very unfortunate, and it drains the industry. Not only are you potentially running your relationship with your sponsor you are being careless and hurting your personal brand. You do not need to be fast to gain sponsorship, it's now all about how you carry yourself and market your particular brand.
One thing I see with companies is some do not see the value in marketing at all! Its crazy to me that some companies will not see the value in using their budget to spend on marketing. I hear a lot, "With all the other expenses we have we can not afford to spend more money on marketing," which is entirely justifiable. BUT if you want your company to grow they marketing is precisely what you should be budgeting for.
We've seen a massive shift in the attention of customers/consumers in the past few years with new platforms like Instagram, Facebook, and Snapchat. What new platforms or outlets do you see as being the next place where attention will shift to?
I am not sure what is next, but all we can do is perfect the methods we are applying now to these platforms and continuously be learning and growing with the algorithms to ensure optimized usage.
Do you feel that the Moto industry as a whole is taking full advantage of all of the available marketing/branding opportunities out there?
No, not at all. The industry should be taking more advantage of the marketing and branding opportunities out there. This also is scary for some companies, as I said before this requires the company to budget for the marketing expense and until that mindset is changed the opportunities will be sitting in the distance. It can be scary to spend money on such a thing like marketing, but it is ever so necessary, and the types of effective marketing are ever changing.
If you could change the industry in one way what would it be?
This is actually something I am working on with Pressbox MX. I picture more opportunities for women motocross athletes. We work so hard on and off the track, and for what? No, I am not saying compete against the men, I would merely like to see more women involved so there can be thriving opportunities for female motocross athletes to pursue their passion in the sport of motocross.
Tell us a bit about your experience at MEC 2018 in Vegas.
It was an incredible experience, and I can't thank Sean Brennen, Public Relations Manager - Monster Energy Supercross, enough for inviting me to experience it all. I was able to interview Ricky Carmichael, Brian Deegan, Alex Ray, Weston Peick, Joey Savatgy, and Adam and really get behind the scenes of it all. Talking to these high profile riders gave me a different perspective of what they go through on a race weekend. It's was also super exciting to meet, and become friends with, some of my idols who now know me by the first name. After MEC was over Sean Brennen reached out to me to craft a MEC Experience article that was featured in some elaborate publications, overall MEC goes down in my history books. I will never forget it! You can read my MEC Experience article here... https://pressboxmx.com/mec-experience/
What are the plans for PressboxMX in 2019 and beyond?
As we are developing the interactive classrooms for riders, I would like to focus more on helping younger athletes succeed in their working relationships. We will also plan to work with more motorsports companies. We have some exciting things in the works, so I don't want to say too much too soon!!!
For readers out there who want to get into the marketing/branding field, what advice would you give them?
Learn your stuff, never think you know it all because marketing is ever changing. If you think you know it all then you are unwilling to learn, and that is a losing trait. If you do not learn you will not grow, and if you are not growing, you are staying in one place and become stagnant. I highly recommend to do your research on the desired topic and carry yourself with confidence.
Where can we find out more about you and PressboxMX?
You can follow my personal Instagram account at @Taylor_362 or follow @PressboxMX
Our website is www.pressboxmx.com or email me at Taylor@pressboxmx.com
Taylor is a great example of someone working to chase their passions and help improve the sport that we all love. Be sure to give Taylor and Pressbox MX a follow and keep an eye out for more awesome articles and exclusives into the world of Motocross and Supercross.