Ryan Alford

A lot of NASCAR lovers in North Carolina and South Carolina. Exactly.

A lot of NASCAR lovers in North Carolina and South Carolina. Exactly.

There you go. There's a little study called... Z-M-O-T, zero moment of truth. That's what that is, is when in the store walking by, Google put that on. Now, you're truly a billion-dollar study on consumer behavior and the moment of truth. And when you hit the decision points in that, and that's what you're talking about. Hey, they're in the freaking grocery store walking by. You don't need that.

There you go. There's a little study called... Z-M-O-T, zero moment of truth. That's what that is, is when in the store walking by, Google put that on. Now, you're truly a billion-dollar study on consumer behavior and the moment of truth. And when you hit the decision points in that, and that's what you're talking about. Hey, they're in the freaking grocery store walking by. You don't need that.

There you go. There's a little study called... Z-M-O-T, zero moment of truth. That's what that is, is when in the store walking by, Google put that on. Now, you're truly a billion-dollar study on consumer behavior and the moment of truth. And when you hit the decision points in that, and that's what you're talking about. Hey, they're in the freaking grocery store walking by. You don't need that.

How many people are putting that in the shopping cart? That's the zero moment of truth right there. And leveraging it across. And look, attention is fleeting. There's never been more things vying for our attention. That's number one. And number two is our attention is not where it was 10 years ago. Yeah, it's not on linear TV. It's not. It's barely on radio.

How many people are putting that in the shopping cart? That's the zero moment of truth right there. And leveraging it across. And look, attention is fleeting. There's never been more things vying for our attention. That's number one. And number two is our attention is not where it was 10 years ago. Yeah, it's not on linear TV. It's not. It's barely on radio.

How many people are putting that in the shopping cart? That's the zero moment of truth right there. And leveraging it across. And look, attention is fleeting. There's never been more things vying for our attention. That's number one. And number two is our attention is not where it was 10 years ago. Yeah, it's not on linear TV. It's not. It's barely on radio.

It's like it's on these social media channels. It's on podcasting. 1834 year olds listen and watch podcasts more than they do television. That genie is not going back in the bottle. And so you have to be – and it's so funny, Ishii. You and I think a lot alike. I used that exact word of mouth thing the other day. I was trying to describe it. This is the new word of mouth.

It's like it's on these social media channels. It's on podcasting. 1834 year olds listen and watch podcasts more than they do television. That genie is not going back in the bottle. And so you have to be – and it's so funny, Ishii. You and I think a lot alike. I used that exact word of mouth thing the other day. I was trying to describe it. This is the new word of mouth.

It's like it's on these social media channels. It's on podcasting. 1834 year olds listen and watch podcasts more than they do television. That genie is not going back in the bottle. And so you have to be – and it's so funny, Ishii. You and I think a lot alike. I used that exact word of mouth thing the other day. I was trying to describe it. This is the new word of mouth.

It is because it's more authentic and it's more – on that local granular, authentic, authentic level, especially when done right. And that's the key. That's probably the hard part, you know, of your job. I'm sure it's like that balance of, you know, you know, you got the right brand, you got the right athlete, like bring it, bring it all that magic together.

It is because it's more authentic and it's more – on that local granular, authentic, authentic level, especially when done right. And that's the key. That's probably the hard part, you know, of your job. I'm sure it's like that balance of, you know, you know, you got the right brand, you got the right athlete, like bring it, bring it all that magic together.

It is because it's more authentic and it's more – on that local granular, authentic, authentic level, especially when done right. And that's the key. That's probably the hard part, you know, of your job. I'm sure it's like that balance of, you know, you know, you got the right brand, you got the right athlete, like bring it, bring it all that magic together.

It is fun. Where can everybody keep up with everything you're doing, learning more about open sponsorships and open sponsorship in yourself?

It is fun. Where can everybody keep up with everything you're doing, learning more about open sponsorships and open sponsorship in yourself?

It is fun. Where can everybody keep up with everything you're doing, learning more about open sponsorships and open sponsorship in yourself?

It's been a lot of fun talking to you, Shane. I'd like to do it again soon.

It's been a lot of fun talking to you, Shane. I'd like to do it again soon.

It's been a lot of fun talking to you, Shane. I'd like to do it again soon.