Navigating the Fast Lane of Automotive Events | Dan Fuoco from M1 Concourse

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Dan from M1 Concourse, digital marketing manager with them. How are you doing today, Dan?

Dan Fuoco: Oh, today’s a great day. How about you? How are you doing?

Ernesto: I’m doing great, great. Thank you so much for asking, Dan. And while I’m sure our listeners are tuning in, wondering what M1 Concourse is all about, so in your own words, Dan, tell us a little bit more.

Dan: So we are a 1.5-mile track located inside a metro area, specifically Metro Detroit. And we have everything that anyone interested in automotive can do. Basically, we have a way for you to get on track. We host public events centered around cars, have an event center, and so much more. If you’re interested in the automotive epicenter, as we call it, this is your place to be.

Ernesto: That’s awesome. Love that.

Dan: Right?

Ernesto: I think everybody would want to. Well, quick question before we jump deeper—what would you say is the key vision you guys have for people coming to M1 Concourse?

Dan: We want to make sure that we’re a place that can serve many needs. We host public events where we have thousands of people and cars here, but we also have an event center and a private track. Whether it’s for something intimate like an anniversary or a corporate event, we have the facilities to make it special.

Ernesto: Kind of like an outing for a company or a team-building event. That’s awesome.

Dan: Exactly. We just had a car unveiling over here. Different things like that, where you don’t always have to use the track—it’s just as captivating to observe it as well.

Ernesto: Definitely. And you guys have those Cars and Coffee events every month, right?

Dan: Yeah, we are the largest Cars and Coffee in Michigan. Once a month, we host the event, and we’ll have thousands of attendees—on average, about 1,500 cars, sometimes 2,000. People come for the coffee, the cars, the activities—it’s just a great time. They’re here for a couple of hours and by 11:00 AM, it’s wrapped up.

Ernesto: That’s awesome to hear. So then, as far as events or using the track, is there a specific type of segment or audience you like to focus on?

Dan: No, we’re pretty broad in that sense. We serve a variety of segments—corporate groups, social gatherings, industry-specific events. We’re in Metro Detroit, so the big three automakers are headquartered just minutes away. We also get tier-one and tier-two organizations coming for track testing, events, conferences, and more. We try to serve as many needs as possible.

Ernesto: So let’s say there’s an event like Cars and Coffee. How would someone typically find out about M1 Concourse? Is there a top client acquisition channel for you guys?

Dan: Our biggest acquisition channel is email marketing. We send a newsletter once or twice a week, depending on the season. It includes everything from upcoming events to behind-the-scenes updates. For example, we recently hosted “The Bandit Run,” which is a traveling group of Pontiac Trans Ams inspired by the movie Smokey and the Bandit. About 60 or 70 cars stopped by for a group photo in front of our event center. Sharing moments like that through our newsletter and social media helps us connect with our community—it’s not always about selling; it’s about building a strong community.

Ernesto: That’s so important. And for our listeners, they can check you out at m1concourse.com. What role does your website play for client acquisition?

Dan: It plays a dual role—both as an informational hub and for lead generation. For example, our newsletter signup is on the site, and we use Shopify as a subdomain for selling merchandise related to M1 Concourse and our major events, like the Woodward Dream Show and the American Speed Festival. The website also serves as a tool for our B2B outreach, especially for selling the event center to corporate clients.

Ernesto: Definitely important. So on that note, are there any tools, tips, or methods you’d recommend to our listeners for website lead generation?

Dan: Less is more. Use landing pages that guide visitors down the page with a mix of imagery, headlines, and call-to-action buttons. For example, we have a page for our fireworks show. It starts with an engaging image of cars and fireworks, a clear call-to-action, and details as you scroll down—ticket prices, benefits, and activities. Adding elements like countdown clocks helps create a sense of urgency and FOMO.

Ernesto: Love that. Well, let’s switch gears a little bit and talk about you as a leader. What are some key tasks you like to focus on in your day-to-day work?

Dan: My day-to-day involves email marketing strategy, managing the website, social media management, and community engagement. I also answer phones because we have a split audience. About half of our audience engages digitally, but the other half prefers traditional communication methods like phone calls or even snail mail. It’s all about meeting people where they are.

Ernesto: Interesting! And you’re also venturing into cycling at the track?

Dan: Yes, we’ve started hosting cycling events. It’s a different audience for us, so it’s been a learning curve, but cyclists love the track for its smooth surface—no potholes or ruts like you’d find on city roads. It’s been a great addition, though marketing to this new demographic has its challenges.

Ernesto: That’s awesome! Let’s jump into our rapid-fire question round. Are you ready?

Dan: Let’s do it.

Ernesto: First off, what’s the last book you read?

Dan: The Silva Method—it’s about mind control. A fascinating read!

Ernesto: Interesting! Next, if there were no boundaries in technology, what’s one thing you’d want to fix as a marketer?

Dan: Cutting out the noise. There are too many ads everywhere. It would be amazing to create more focused, community-driven interactions.

Ernesto: If you could automate one repetitive task, what would it be?

Dan: Organizing and providing assets for third-party collaborations. A fully automated asset library would save so much time.

Ernesto: Great idea! Lastly, what’s one piece of advice you’d give yourself if you were restarting your marketing journey?

Dan: Preparation is paramount. Always prepare thoroughly, whether for a digital campaign or an in-person event. It’s all about getting everything ready so you can focus on execution.

Ernesto: Great advice. Well, Dan, before we wrap up, if someone forgets everything about this interview, what’s the one thing they should remember about M1 Concourse?

Dan: M1 Concourse is a one-of-a-kind track in a metro area. It’s a place for auto enthusiasts to live their dreams and create unforgettable memories.

Ernesto: Perfectly said. For our listeners, check them out at m1concourse.com. Dan, it’s been a pleasure having you on the show. Thanks for joining us!

Dan: Thank you so much. I’ve enjoyed this—wonderful interview.