In this episode of Smart AF, Erica Sietsma sits down with Ian Brightman, Co-Founder and CEO of Pitlane Media and Marketing, to break down how automotive and motorsports brands should approach marketing during economic uncertainty.Ian shares the real story of how his company hired and doubled down on marketing at the height of COVID while competitors pulled back, and why that decision defined the brand for the next three years. They also dig into why engineers and private equity owners tend to undervalue branding and top-funnel marketing, the difference between playing defense (surviving the next 6-12 months) and playing offense (owning the next 2-5 years), how to know when to trim a marketing partnership versus cut it entirely, and why founders need outside "emotional distance" to make the hard calls.Check out Ian and Pitlane Media and Marketing here:https://www.instagram.com/ianthebrightman/

https://www.pitlanemm.com/

In this episode of Smart AF, Erica Sietsma sits down with Ryan Hilliard, CEO of Refersion, to break down everything automotive and motorsports brands need to know about building a successful affiliate program. Ryan shares why flexibility and ease of use matter more than access to big publisher networks (especially in niche industries where the right micro-influencers are hard to find), how to set realistic expectations around conversion timelines for high-consideration purchases, and why longer attribution windows, like 90 days or more, are essential for big-ticket parts. They also dig into the power of blending commission structures with discount codes for creator communities, tips for switching affiliate platforms without losing momentum, and the #1 mistake brands make: expecting massive results from too few relationships. Check out Ryan and Refersion here: https://www.linkedin.com/in/ryanahilliard https://www.refersion.com/

In this episode of Smart AF, host Erica Sietsma sits down with branding expert and photographer Annette Bauer of The Straightline Co. (formerly Annette Bauer Creative) to discuss how automotive and motorsports brands can stand out in a crowded industry. Annette shares why branding is more than just a logo, how storytelling and consistency build trust, and what brands can learn from the recent evolution of NHRA. From websites and social media to trade show booths and in-person experiences, this episode is packed with pro tips on creating a brand people connect with and why authentic visuals and real stories matter more than ever.

Check Annette out here:

https://www.linkedin.com/in/annettebeebauer/

https://www.linkedin.com/company/annette-bauer-creative-llc

https://www.instagram.com/thestraightlineco