Beyond the Track – Teresa Bennink, TLC Motorsports Marketing

Drivers and crew chiefs are typically the ones that come to mind when speaking about NASCAR, and these folks are certainly on the front lines of the sport. However, this Beyond the Track series will introduce you to a number of the countless people that play a unique role in helping NASCAR drivers and teams get to the track and put on the best possible show, week in and week out.

Bennink’s Path to Motorsports

Everyone has a unique path throughout their life and Teresa Bennink is no exception. Her career path to becoming a Digital Marketer and business owner took a few pit stops before she got things dialed in to set sail in motorsports. 

After graduating with a degree in Advertising and Public Relations and discovering that her area would not lend itself well to a career in that field, she worked odd jobs to help make ends meet. Eventually, Bennink went back to school and earned a degree in Political Science, feeling it would complement her first degree and assist in communicating with the masses.

After a number of internships and still struggling to find a way to make a career in her area, she went on to earn her Masters in Communications. Through her Master’s project, which was focused on creating a website and social media presence for micro-distilleries in her area, she started to wonder how she could connect her degrees to the world of motorsports.

She participated in an internship at Berlin Raceway in Marne, Michigan over a number of summers, and through this opportunity, Bennink connected with race team owners and started discussions on how to make a career for herself within the sport. 

Bennink was told that money was essentially the root of issues within motorsports. A team owner informed her there were better drivers available, but they did not have the funding to be in the car long-term. She was also told that all she needed was “one rich kid” to make this work as a career.

Neither statement sat well with her and she walked away wondering what she could do to help make sure the right drivers were in the cars. “I can’t help everyone by any means,” Bennink shared, “but I thought I could help the drivers learn to market themselves, learn to be more attractive to sponsors, and to do things the right way.”

Evan Shotko and Teresa Bennink show off his No. 22 machine at Berlin Raceway. (Image: Kourtney Baker)

TLC Motorsports Marketing

From there, TLC Motorsports Marketing was born. In 2018, Bennink started a Facebook page with “the intent of highlighting local drivers and local short-track racing, while throwing in some marketing ideas and tips.”

After a year, Bennink was ready to make a run at bigger plans but the COVID-19 pandemic stopped local racing in its tracks. Once motorsports got rolling again, Bennink was ready to make a name for her business. In addition to helping drivers learn to market themselves, she offers services including managing social media, writing press releases, and assisting from a public relations standpoint. She also offers photography and graphic design services upon request.

Bennink’s services differ from that of a Public Relations Representative at a driver’s organization because her entire focus is on the driver. Her services can be provided anywhere from a one-off race weekend to an entire season of marketing services. Additionally, drivers are able to pick and choose the services they most desire. 

Bennink noted her services “come with the caveat that I can’t be at every race” due to a full-time job outside the sport. However, she feels this allows the drivers she serves to focus their resources elsewhere and not toward her travel expenses. 

Bennink notes that the relationships created have been the best part of her job. (Image: TLC Motorsports Marketing)

Drivers, Relationships, and Closing Notes

Two drivers she works with are Evan Shotko, a local racer at Berlin Raceway, and Brian Demland who runs in the Champion Racing Association series. She also provides services for NASCAR Camping World Truck Series driver, Jesse Little. 

When asked how she initiates these business relationships, Bennink laughed and shared how this has been the most difficult part of her job. She said, “All of my career and schooling choices have been to be the behind-the-scenes person and support someone else.” However, in order to grow her business, she has to market herself at the same time. She shared that many of her connections have been created via Facebook messages and emails. 

Continuing on with relationships, as many have shared throughout this series, Bennink noted that the relationships created have been the best part of her job. “I was able to meet Jesse’s mom, an aunt, and his uncle last year. They’re a fantastic family. And Brian, I’ve gone through so many ups and downs with him.” She laughed and continued, “We’ve actually not met in person. It’s all been through email, but we’ve gone through all of those ups and downs together.”

Looking back over highlights, Bennink shared, “The awesome perk is being able to go to the races and being able to put my son, who works on local cars, on the pit box at Jesse’s race. To me, it’s fantastic that they allow that. It’s just the biggest perk to be able to share that experience with my family members who are race fans.”

In closing, Bennink opened up and said, “If readers or fans have a question about my job, just ask! Reach out via the Facebook page, send a message, and just ask. If I don’t know an answer, I’ll find it!” 

It is easy to grasp how much Bennink enjoys what she does and how she desires to help the drivers she is contracted to. It will be exciting to see how her business grows, along with the services she provides and ultimately, the careers of the drivers. Be sure to give TLC Motorsports Marketing a follow on her social channels in order to keep up with racing news on the local and national scene (Facebook, Instagram, Twitter).

Editor’s Note: Teresa shared that Evan Shotko is participating in the Kulwicki Driver Development Program. One area participants are judged on throughout the year is their social media programs. If you feel so inclined, please feel free to assist him in his career by giving him a follow on Facebook, Instagram, and Twitter.