What drives fan behavior? Who are your customers? What are the best strategies for marketing to and communicating with your customers? Business expert and motorsports professional John Robbins asks Dave Wakeman to uncover some of the myths he's observed and insights he's gained throughout his career. Dave Wakeman, The Revenue Architect, is an expert on marketing, branding and revenue generation.  It's all about your customers: the value you create for them, who they are and how do you reach them? In this episode of The Inside Racing Podcast, Dave questions the behaviors and methods used in sports to attract real, engaged customers, not fans. Stop making assumptions and start getting clear by talking with your customers and understanding what they want and need. Whether you are just getting started or you've been promoting racing for decades, there's something here for you. Want more episodes like this? Visit www.NSTAracing.com/archive for past episodes. Become a VIP Listener and get access to exclusive listener bonuses. Join the conversation on Twitter (@NSTA_Racing),  Facebook (@NSTAracing) or email podcast@NSTAracing.com. Are you interested in keeping the conversation going with Dave? Visit www.DaveWakeman.com or follow Dave on Twitter (@davidwakeman). You'll also love Dave's Business of Value newsletter, which is a free subscription when you sign-up on his website. Dave also mentioned Seth Godin's book All Marketers are Liars (All Marketers Tell Stories, revised)