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CORVETTE TODAY #184-Meet The New Director Of Marketing At The NCM, Ryan Eichler
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May 8, 2025
In this episode of CORVETTE TODAY, you'll meet another one of the fresh, new, enthusiastic faces at the National Corvette Museum! Ryan Eichler is the new Director of Marketing at the NCM. He brings with his a wealth of ad agency and marketing experience to the Museum. Your CORVETTE TODAY host, Steve Garrett, introduces you to Ryan. You'll get to know him up close and personal. He is more than qualified to lead the NCM's marketing efforts moving forward. And his enthusiasm is infectious ! Meet Ryan Eichler, the new Director of Marketing at the National Corvette Museum in this new episode of CORVETTE TODAY.
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0:00
[Music] welcome to Corvette today the podcast
0:06
that talks about everything Corvette with your host Steve Garrett MC and DJ at one of the largest Corvette weekends
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in the country Corvette FunFest president of the Corvette club of Kansas City Missouri and radio disc jockey at
0:19
the number one radio station in Kansas City for over 40 years here's Steve
0:25
[Music] Garrett thanks for listening and watching Corvette today the show that
0:31
talks about everything Corvette and the only current podcast dedicated to Corvette I'm your host Steve Garrett I
0:38
appreciate you tuning in Corvette today is brought to you by wheelcraft want to dress up your Corvette with bright
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forum and Canadian corvetteforum.com welcoming Corvette enthusiasts from around the world my guest on Corvette
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today is the new director of marketing for the National Corvette Museum he brings with him over two decades of
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In-House and agency marketing experience and a lot of enthusiasm too his name is
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Ryan Iker Ryan welcome the Corvette today thank you Steve for having me
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thrilled to be here and I'll make sure and bring that enthusiasm to match that introduction that's fantastic buddy
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first of all Ryan tell us about your childhood and your upbringing where did you grow up do you have siblings did you
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grow up in a car family so yeah I grew up really around Corvettes and that's
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where my Corvette Story begins originally from rine Wisconsin so just north of Chicago but instead of going to
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baseball games as a child I went to car show with my dad his Corvette was in 1980 he purchased that in 1984 so my
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first memory of a Corvette was really looking at that big glove box that you saw in the passenger seat of those early
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80s c3s always grew up around cars going to car shows have a sister who also was
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kind of drafted into this car culture I think she's probably had four times as many cars as any of us wow but yeah come
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really from a car family and have grown up around really anything with an engine anything with gas and oils always
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interested me that's awesome your passion growing up what was Cars not Sports necessarily or theater or
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something like that then was it absolutely I hear stories of when I was two gravitating to Hot Wheels even at
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that age and playing with cars then was fortunate enough to work at some card dealerships in my formative high school
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years as a lot Jockey Lot Porter if you have a love for cars and then you really start spending more time around cars it
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really translates into what I think was kind of the beginning of a lifelong passion fantastic so where did you go to
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college what did you study and what was your degree in yeah so I was fortunate enough to go to University of Wisconsin
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Oshkosh so kind of one of the satellite schools not the home of the Badgers that so many people know in Wisconsin right
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ashkash also a big home for ashkash truck appreciate all that they do for our defense industry as well as ashkash
4:48
bagos and then you know of course cars intersect with airplanes many times so of course ashkash being the home of the
4:54
Experimental Aircraft Association and they're massive flying every year so some of those things are what kind of Drew Me up to ashkash I had the
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opportunity to be I'll say a big fish in a small pond was not a big school journalism was my major with the minor
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in political science what was really special for me in college was getting into journalism had the opportunity to
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meet a gentleman who became a mentor of mine named Charles plaman and Charles was a freelance writer for
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Harley-Davidson Enthusiast magazine for Esquire had written for Men's Journal and he had a passion for a very
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interesting Hobby and that was vinage snowm wow you can imagine Wisconsin the
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connection to snowmobiles pretty strong I had been on some sleds but it wasn't anything that I really grew up with and
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what he needed was somebody to help him put together a quarterly magazine that the Vintage Snowmobile Club of America
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put out and he actually purchased the organization and with that a list of everybody that received this magazine
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and he went to University of Wisconsin ashkash just lived off campus sauntered into the journalism Department one day
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and said hey I need somebody that knows a little something about engines to help me lay out and write this magazine and
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that was really kind of the beginning of me being able to take what I was interested in in terms of gas and oil
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engines anything I'll say in that kind of world and turn into something that became I'll call it a career at that
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point so worked with him for two and a half years putting out this vintage snowmobile magazine I learned so much
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about the rups and the early Polarises went to some snowmobile shows in northern Minnesota really really
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interesting met some amazing collectors of vintage snowmobiles that of course they would show you their vintage snowmobile collection and then they'd
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open up the door to the real garage and that is where the collection of cars were but that was fortunate for me
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because he had this connection with Harley-Davidson and made an introduction to the folks at Harley-Davidson
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corporate Communications which allow me to kind of make the jump into taking what was a little bit more of kind of a
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part-time operation in college into a full-time career for me with my first job at Harley-Davidson so you were
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really active during school and you did a lot of volunteer work you were obviously busy with clubs and organizations too absolutely absolutely
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I mean you know I think when you look at College you can certainly go for the experience and the fun and the friends
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which I certainly enjoyed we were this was in the middle of Wisconsin there's not too much to do in the winter but I
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really wanted to maximize my opportunities and set myself up for the future and always had been a hard worker
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so really tried to get my hands in as many things as I could not only from being involved with this vintage snowmobile organization to being
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involved with the public relations students Society of Americans serving on that board at ashkash along with the
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univers Wisconsin ashkash participated in some advertising competitions and you know again a little bit of feel like
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I've been groomed a little bit to end up at the Corvette museum one of the assignments that I worked on was we were
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given a project to be in a competition with other universities to write an advertising campaign for at the time was
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the Toyota yarus so very small economy car but again kind of gave me Taste of
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okay there is a real business and world around supporting things that I Lov cars
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so yeah definitely kept busy and tried to seize every opportunity that I could in school so really the automotive
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industry was kind of on your radar during college Years wasn't it it absolutely was I also was fortunate
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enough to pick up another position while I was in school for a direct marketing company that took me around the country
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they partnered with card dealers ships and they would do Direct Mail sales so they would send out 5,000 10,000 letters
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inviting people to come into a car dealership to see if they want a prize and then when they would come in I would pre-qualify them were you really
8:36
interested in looking at a car did you just want the diamond bracelet that I was here to give you right but again for me having spent time in a dealership
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years prior as kind of a lot Porter and my grandfather actually owned a Chrysler Dodge dealership in rine where I'm from
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Wow years ago he had that in the 50s and 60s so I kind of felt like all these pieces were a little bit in my blood and
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then as I started getting out into more of the automotive retail world that's where I really found I love talking to
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people and I love talking to people about cars I was involved with the Vintage snow beile organization putting that magazine out managing that involved
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with some of those elements at school whether it be public relations student society and AD Club touch in this Toyota
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launch and then also this other company that really had me at dealership floors on every Saturday for about three years
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man a lot of fun a lot of fun for sure well buddy let's take our first break when we come back we're going to talk about your career after college that's
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Corvette today with Steve Garrett hey thanks for checking out Corvette today on podcast and YouTube it's the only
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today or call them 833 639 4231 I'm your
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host Steve Garrett with me is the new director of marketing of the National Corvette Museum Ryan Iker Ryan in the
12:44
second segment let's talk about your work career after college you got a Primo job right out of college with
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Harley-Davidson didn't you I certainly did Steve it was a little bit of a dream to come out of school and have a
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position available at the Harley-Davidson motor company company was fortunate enough to join their
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product Communications team so again as a car person I hadn't really been around
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motorcycles but I mean it's easy you listen to that potato potato potato and it's immediate you fall in love with
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that bar and shield that Harley-Davidson has and was fortunate enough to work on the launch of the vrsca vrod which was
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Harley-Davidson's first liquid cooled motorcycle and then a fast follow on that was able to support bule
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motorcycles so for any of our two- wheel fans out there Eric bule uh Famous Harley-Davidson racer started his own
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American sport bike company and created bule and the xb9r Firebolt was the first
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liquid cool bule motorcycle so they were pulling the engine from the vrod and putting it in this really kind of naked
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high performance sport bike so really incredible experiences was also amazing to then start to meet this incredible
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Harley-Davidson Community much like our Corvette Community Harley-Davidson Riders they will tattoo the logo on
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their arm they will bend over backwards for each other and charity is always part of everything they do whether it be
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a ride across the country or a poker run across town so really pretty incredible to be able to start my career at
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Harley-Davidson also touched their Enthusiast magazine which at the time was the longest produced motorcycle
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magazine in the world this was a little bit of a feature on the Harley lifestyle that had been around since 1903 so was a
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contributor to Enthusiast and also was able to manage a lot of media relationships on behalf of Harley-Davidson I tell you what it is an
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easy job and a job puts a smile on your face when you can call an editor and say hey I have a brand new fat boy arriving
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at your house for a week man that's got to be a Primo job for sure yeah a lot of fun lot of fun now after that you went
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to MSL and Kramer crel and I know that some of our people don't know what those are but those are two big agencies yeah
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correct from Harley-Davidson started to kind of transition into the public relations agency world you know I loved
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working on Harley-Davidson but was looking for a little bit more variety so was fortunate enough worked for Manning
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Salvage and Lee MS and that was my first fora into being able to work on truly Automotive
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Communications um I had General Motors as a client and manage Communications and public relations for them and their
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Midwest region So based in Chicago and really was kind of the Frontline team that was making sure that the latest and
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greatest Corvettes and Cadillacs were getting in the hands of writers from the Chicago Tribune the Milwaukee Journal
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Sentinel the Detroit press so really some pretty amazing experiences there and then moved on to Kramer crel which
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is one of the longest and largest privately held advertising and public relations agencies in the country again
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was able to keep the throttle down on some of the automotive and Motorsports work at Kramer was able to work on my
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first kind of Motorsports programs supported a few entries in the Indianapolis 500 as well as started to
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Branch out into some beverage marketing so wine spirits as well as some quick service restaurants for anybody out
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there that likes coffee Oban Pond uh national chain Quick Service restaurants best coffee in the world World in my
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opinion so was able to support those brands on behalf of those agencies wow and you're no stranger to four wheels
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either we're going to do some name dropping here Ryan because you oversaw Weber Shand Wick's Motorsports practice
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you were involved with NASCAR Formula 1 and Indie Car Plus let's do some other
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name dropping like you said you worked with General Motors but you also worked with anheiser bush and Verizon too
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that's right the Motorsports world is an incredible one again for a car guy to be able to go to a NASCAR race and not only
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be standing next to dard Jr but then instructing in on what to do and what you want him to say on behalf of your
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client Mountain Dew for example was really pretty incredible at we shanwick managing the Motorsports practice I had
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a team of about 10 people underneath me and what we did was bring to life sponsors Visions as they embarked on
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these pretty significant tier one sponsorships within NASCAR so this touched mobile one was fortunate enough
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to work with Tony Stewart Tony Stewart racing and we did a reboot of smokey in the band we called it smoke and the
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Bandit really amazing filmed at Charlotte Motor Speedway we had Tony Stewart play the role of the Bandit from
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the famous movie even had to go and find a beautiful 77 Trans Am to use as kind of our showcase vehicle but then also
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supported FedEx which was a client of ours Denny Hamlin and the number 11 and then spent the bulk of my time
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supporting the number 18 M&M's Toyota which was driven by Kyle Bush at the time wow and spent 10 seasons with M&M'S
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and Kyle and Joe gi's race doing everything from media tours with Kyle to talk about our latest and greatest
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flavor M&M's all the way to you'll see a little bit of a trend here we were able to do kind of a homage and a reboot of
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Days of Thunder with Kyle Bush starring as the lead character and this was all
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to support M&M's Krispy so it was M&M's Krispy Days of Thunder but a lot of fun got the rights from the network to be
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able to actually use some of the original names we filmed it at Charlotte Motor Speedway some of the crew were
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actually the same people that were with Tom Cruz and the original actors in the
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movie wow so all pretty amazing and that season was an intense one for us because Kyle unfortunately went on and had an
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accident at Daytona in the Xfinity Series race and injured himself and was out for several races and then came back
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and actually won his first race back at Kentucky Motor Speedway and they get on the radio and they say you were riding
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on that crispy Edge which is a line that we wrote in the video series so a lot of fun on the flip side of that of course a
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lot of weekend work a lot of pressure the NASCAR and anything in Motorsports you know you're really sprinting to
18:32
every weekend which is interesting and certainly poses its own fair share challenges but had some great experiences met some amazing people and
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made some great friends that's truly amazing buddy and you were also a vice president at the iconic Flashman hilard
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and you worked with the US Army and Novo Nordisk you could tell a lot of these clients are tongue twisters right yeah
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you know I joined fman Hillard to support the US Army recruiting account very obviously so important to make sure
18:59
to maintain the strength of our army you know really the tip of the spear in I think Freedom around the world was
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amazing experience was able to actually go to several US Army installations on some production shoots when of course in
19:13
those cases your clients working on the Army are generals so you look at who you're answering to from a client
19:19
perspective and you look at their careers and of course it makes you feel like you really haven't done anything because they've run missile batteries
19:25
defending Saudi Arabia or running intelligence in Iraq back really incredible people and that was also an
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incredible experience wow that's amazing so out of all these different campaigns that you've worked on which one was the
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most memorable and the most recognizable that's a great question I would have to say I supported anheiser
19:43
Bush and the budlight brand for several years and for while budlight their advertising campaign was up for whatever
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they were really trying to appeal to a younger Beer Drinker you know as you look at that category right now people
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have a lot more choices whether that be don't drink at all whether that be Spirits whether that be wine whether
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that be a beer whether that be a craft beer so as they were really trying to own the market with younger beer drinkers they had this idea of okay it's
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up for whatever it kind of the sense of you only live once yeah and through that we did some town takeovers where we
20:14
actually made two cities Bud Light towns and I mean these were the most intricate
20:19
incredible events I've ever been a part of the first one was in Crest ofb Colorado that became Whatever USA for a
20:26
weekend they would bring in Talent Vanilla Ice DJs like Diplo for these
20:31
very private sets of course it was all you can eat it was free skiing mountain
20:36
climbing all these wild experiences so the first year was in cresud and then we did a fast file and the second year
20:42
budlight rented out to put it simply the entire Catalina Island California that
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was Whatever USA year 2 and again completely incredible in Catalina we had
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over 150 members of the media there with us to cover these experiences you don't sleep much and of course you're
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certainly dealing with a variety of requests and things coming in but was super impactful for the brand and they
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did start to see the needle move somewhat in terms of reaching that younger Beer Drinker a polarizing
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category and a polarizing brand right now with all the things happening in the world but you know some amazing experiences very cool well buddy let's
21:18
take our final break when we come back we're going to talk about your new job at the National Corvette Museum we've
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and now back to the only current podcast on Corvettes Corvette today with your
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host Steve Garrett thanks for listening and watching Corvette today the show that talks about everything Corvette
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Corvette today is brought to you by wheelcraft you want your Corvette looking its best we'll dress it up with bright Chrome or black chrome wheels
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visit wheelcraft ccom and learn about their Advanced PVD chrome finishing they can refinish your wheels or do a wheel
24:07
exchange and you get a 5-year warranty visit wheelcraft ccom today or call them
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833 639- 4231 I'm your host Steve Garrett with me
24:18
is the new director of marketing at the National Corvette Museum Ryan Iker Ryan in this third and final segment we're
24:24
going to talk about your new job there at the National Corvette Museum you've had had over two decades of PR and
24:29
agency marketing experience so tell me about the story about how you got the opportunity there at the Museum and how
24:35
you got the job well Steve like every good Corvette story it begins early
24:41
where I really grew up around Corvettes I applied for the job XD saw it online and you know I thought in my mind oh my
24:47
God there is probably 10,000 people that are more qualified than I am to be able to go to the National Corvette Museum
24:53
and Lead marketing and Communications and as I started having conversations I I mean of course you get more and more
24:59
excited and you never want to get too excited because you don't know what other candidates are out there but it really started out with seeing the job
25:05
posted online and then doing some investigation to see where the opportunity was and then we have a amazing HR team here that really you
25:13
know operates with such transparency but also made me feel like I was part of the Corvette museum family from really the
25:19
first conversation so as the conversations progressed and then had a chance to meet our CEO Sharon Bronner I
25:26
was like not only is the opportunity right in terms of where the museum is now and where it's going but Sharon is a
25:33
inspirational leader she has a very clear vision of where we're going to go with the museum to be able to really
25:40
carry on our mission of really sharing and protecting that Legacy of Corvette but then also bringing in new fans and
25:47
bringing in people outside of the Corvette World to see really everything that we have going on here so once I had a chance to spend some time with Sharon
25:53
I think my follow-ups and questions of hey have you guys need anything else from me is there anything I can do I
25:59
probably started to overstay my welcome a little bit but yeah it was really an amazing process you know a lot of times
26:05
I'm fortun enough my girlfriend is in human resources and we talk a lot about the candidate experience because right
26:11
now in the world if you're looking for a job the candidate experience isn't always great you get a lot of ghosting from companies you'll apply online and
26:17
never hear anything The canidate Experience here at the National Corvette Museum is really amazing and I encourage
26:22
all your listeners visit our careers page on National Corvette museum.org to see current openings everything from our
26:29
collections team to delivery so we have opportunities for all here at the Corvette museum right now but that
26:34
cidate experience is really second to n yeah absolutely so tell me as you're looking through you see this online what
26:41
really attracted you to this position of marketing director well the first one was the varying amount of
26:47
responsibilities my background has been in really consumer public relations but I've touched everything from Paid media
26:53
campaigns to events and this really encompasses everything so I may start my day having a conversation about one of
26:59
our Billboards an I65 that is working hard for us there are ways to push that and then transition into the latest and
27:06
greatest social media trends that we can pull into our channels and then we start planning for what the next exhibits are
27:12
going to be it's just the varying nature of the position and the responsibilities that really excited me and then of
27:19
course it being Corvette and the Corvette museum obviously the history here and the reputation the museum have
27:25
is absolutely incredible so was really kind of that mix that made this really a no-brainer as I kind of proceeded
27:31
through the process yeah absolutely so what's going to be your focus there at the national core event Museum as you go
27:37
forward you know like what are new opportunities that you could see the NCM capitalizing on As you move forward so
27:43
many opportunities right I mean number one is making sure that we're keeping I'll call it Museum product fresh and
27:50
and you see that right now with our latest and greatest exhibits we just opened an American love affair 70 years of Corvette on Corvette's birthday June
27:56
30th so we're bringing in all these amazing new exhibits that include these incredible Corvettes but then how do we
28:03
make sure that we're telling that story across all of our channels and making it known that this is the only place that
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you can really learn about Corvette's Pop Culture Connection and all of those pieces so just making sure that we're utilizing all the tools at our
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fingertips and then growing our audience you know as I came through for a tour on my initial interview I was really Amazed
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by our new McMichael family education Gallery yes for folks that have been to the museum viously you know we had a kid
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Zone and it was a lot of fun but that McMichael family education Gallery I mean that is inspiring the next
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generation of Automotive designers Engineers all the people that could touch the future of transportation and
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for me that's just really really energizing because not only is that making a big impact and making a
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difference on kids that are coming through and showing them what the opportunity is but that's really growing that next generation of Corvette fans
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and Corvette lovers which is so important for us here at the Museum but as well as for Corvette itself so it's
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again capitalizing on all the things happening in the I'll call it the media world right now telling the stories of
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what we're doing within the museum and then growing our fan base to really kind of reach that next generation of fans
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yeah absolutely now I got to ask you moving to Bowling Green how's that lifestyle change been moving to Western
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Kentucky you know Bowling Green has been amazing is an amazing place and the amount of growth that we have in Bowling
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Green right now is really Second To None when you look at it from a tourism standpoint I mean that is a huge
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important piece of the region of course driven by the National Corvette Museum coming from Chicago I can say I do not
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miss the traffic I don't miss being on top of everybody it is green it is
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beautiful there's trees there's open land it's easy to get Outdoors so it's really been an easy transition for me
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everyone is as friendly and as wonderful as can be I will say the biggest shock is just SP the pace you know coming from
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living in downtown Chicago you're constantly racing trying to get here trying to get get there catch a train
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get here on time so the pace is still really fast and certainly we have a break Nick Pace here at the National
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Corvette Museum with the plans that we have and the plans we're putting in place but from a community standpoint it's been nice to be able to kind of hit
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pause and take a breather and have a seven minute commute to work versus what could be 70 sometimes in Chicago oh yeah
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I'm sure it's a welcome change isn't it big time Big Time buddy thank you so much for taking time to be on Corvette
30:21
today welcome to the Corvette family welcome to the Corvette Museum and thanks for being on the show Steve
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thanks you and I look forward to welcoming and meeting all of your listeners as you guys all come through
30:32
the museum a lot of exciting plans as we look to 20124 thanks for listening to Corvette today and please be sure to
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tell your family friends and other Corvette enthusiasts about the Corvette Today podcast and thanks to our sponsors
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Corvette today with Steve Garrett if you'd like to contact Steve with any thoughts on the podcast or ideas for
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guests on Corvette today you can email him at Steve Garett dj@
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gmail.com that's Steve Garrett DJ atgmailcom Garrett has two RS and 2 TS
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Steve Garrett DJ thanks again for listening to Corvette
31:56
today
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