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Spectruss Speakeasy: Why Racing Became Part of Our Marketing Strategy

Well, here we are. The first episode of the Spectruss Speaeasy podcast is live.

I’ll be honest, I wasn’t sure how this would turn out. Talking about Spectruss Racing on a marketing podcast? A bit different. But that’s kind of the point.

Marketing agencies all sound the same. Everyone is talking about SEO strategies, paid ad hacks, and conversion rates (which, yes, matter), but it’s exhausting. Spectruss Racing started because I needed something outside of business to sink my teeth into, and now, it’s become a core part of what makes Spectruss different.

If you want to hear the full unfiltered conversation (including near-death filming experiences and questionable tax write-offs), go listen to the episode here.

But if you’re more of a reader, let’s break it down.

How I Ended Up Racing Dirt Bikes in My 30s

I didn’t grow up riding dirt bikes. I raced bicycles, first mountain biking, then road cycling, and eventually, at a professional level. The goal was to make a living from it, but between some brutal crashes and the 2008 market crash, that plan fell apart.

Fast forward to 2019, I was running Spectruss and needed something outside of work to obsess over. I bought my first dirt bike, entered a race, and that was it. Fifty-plus races later, I’m still here.

How Racing Became a Marketing Strategy

1. Branding That Gets Attention

If you’ve ever watched NASCAR, you’ve seen logos slapped on every car, driver suit, and helmet. That’s not an accident, it’s marketing. Branding is about being remembered.

And let’s be honest: marketing agencies are boring. Everyone posts the same “how to grow on social media” tips. Nobody cares.

Spectruss Racing is something different. When people see our brand on a dirt bike, a jersey, or a race video, it sticks. They associate Spectruss with something exciting, not just another agency talking about ad budgets.

Don’t believe me? Harvard Business Review backs this up. Brands that connect emotionally with people stand out. That’s exactly what we’re doing.

2. Racing Sets Us Apart from Every Other Agency

When I started Spectruss over a decade ago, there were only a few digital marketing agencies. Now, there’s one on every street corner, and a hundred more run out of basements.

So, we had two choices:
🔹 Compete by shouting louder than everyone else.
🔹 Do something so different that people remember us.

We went with option two.

Think about Red Bull, they aren’t just an energy drink company. They’ve built an empire around extreme sports, content, and culture. That’s the model we’re following. Marketing is storytelling, and Spectruss Racing is part of our story.

The Absolute Chaos of Filming Racing Content

I love racing. Zach Etengoff, our videographer, does too,except when I’m flying past him at 45 mph, 12 inches away from his head.

Filming extreme sports is brutal, and Zach will be the first to tell you:
🎥 Dirt bikes move FAST. Timing shots is a nightmare.
🎥 Everything looks flatter on camera. Hills that feel impossible in real life look tiny in footage.
🎥 You get one shot. Unlike filming in a studio, if we miss a moment, it’s gone.

Zach swears it’s worth it. I say he has trauma from almost dying on set. Either way, we’ve got some insane race footage coming soon.

What’s Next for Spectruss Speakeasy?

This podcast isn’t just about racing. We’re bringing on business owners, creators, and storytellers to talk about marketing, branding, and doing things differently.

If you run a business, create content, or just love crazy stories, this is for you.

🎧 Go listen to Episode 1.

If you want your marketing to actually stand out, let’s talk.

📩 Work with Spectruss.

Now, I’m off to crash a dirt bike. Catch you next episode. 

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Case Study: How Spectruss is Helping Full Throttle Distillery’s Online Presence

A strong digital presence is critical for businesses today, especially in industries like craft spirits and hospitality. Full Throttle Distillery, known for its authentic Tennessee moonshine and rich history, recognized the need to enhance its website while staying true to its roots. That’s where Spectruss came in.

Our goal? Create a new website that reflects Full Throttle’s brand, improves functionality, and enhances user experience—without losing the authenticity that makes them unique.

About Full Throttle Distillery

Located in Trimble, TN, and Estes Park, CO, Full Throttle Distillery is a brand that embodies tradition and craftsmanship. Their moonshine, inspired by early 1900s recipes, is crafted using authentic copper stills for a true taste of history. Visitors enjoy on-site tastings, guided tours, live entertainment, and Southern hospitality, making the distillery a must-visit destination.

However, their existing website didn’t fully showcase the energy and experience that customers get in person.

The Challenge: Keeping Authenticity While Modernizing the Website

Full Throttle Distillery wanted to update their main website and multiple location pages, but they had some key requests:

  • Maintain their brand identity—Rustic, bold, and true to their Tennessee heritage.
  • Improve functionality—A smoother, more intuitive layout for visitors.
  • Enhance SEO—Better rankings for “craft moonshine distillery Tennessee” and other high-intent keywords.
  • Mobile Optimization—A seamless experience for users on any device.

With multiple locations and offerings, their digital presence needed a clear, engaging structure that could attract new customers and drive more in-person visits.

Our Approach: Blending Heritage with Digital Innovation

At Spectruss, we believe a business’s website should tell its story while delivering a smooth user experience. Our plan for Full Throttle Distillery focused on three major improvements:

1. Keeping the Brand’s Identity Intact

Full Throttle Distillery’s authenticity and history are central to its brand. We worked closely with their team to preserve their voice, rustic aesthetic, and storytelling elements, while improving usability.

2. Website Design & Functionality Enhancements

To make the website more engaging and functional, we implemented:

  • A streamlined layout for easier navigation.
  • High-quality visuals & storytelling to immerse visitors in the Full Throttle experience.
  • Interactive elements like a tasting reservation system and updated event calendar.
  • Call-to-action buttons such as “Visit Full Throttle Distillery” and “Subscribe to Our Newsletter” for lead generation.

3. SEO & Digital Marketing Optimization

A visually appealing website isn’t enough—it also needs to rank well on Google. Our SEO improvements included:

  • Keyword optimization for “best moonshine in Tennessee,” “handcrafted spirits Trimble TN,” and more.
  • Location-based SEO to improve searches for “moonshine distillery near me”.
  • Mobile-friendly enhancements to ensure a great experience across devices.

We also incorporated local search optimization strategies similar to those recommended by Moz (link), which can help businesses rank higher in regional and industry-specific searches.

Beyond the Website: Expanding to Multi-Location Pages

Since Full Throttle Distillery has multiple locations, we’re also revamping their Trimble, TN and Estes Park, CO location pages. Each will have:

  • Customized local content that highlights regional experiences.
  • Easy navigation for customers looking for location-specific details.
  • Consistent branding across all platforms.

This strategy ensures that each distillery location maintains its unique identity while staying connected under one strong digital presence.

The Expected Impact: What This Means for Full Throttle Distillery

With the new website, Full Throttle Distillery can expect:

  • Higher engagement from visitors exploring their services online.
  • Increased bookings for tastings, tours, and events.
  • Stronger brand storytelling that connects with their audience.
  • Improved search rankings, driving more organic traffic.

A well-optimized website is a powerful marketing tool, allowing businesses to reach customers before they even step through the door. Research from HubSpot (link) confirms that well-designed websites with strong SEO can increase conversions and customer trust.

What This Means for Your Business

Does your business need a website upgrade while maintaining its brand identity? Whether you run a distillery, restaurant, or any business in Chattanooga, Spectruss specializes in:

  • Custom web design tailored to your brand.
  • SEO strategies to help you rank higher.
  • Engaging digital experiences that drive real results.

If your website needs a refresh, let’s talk—we can help you create a digital presence that truly represents your brand.

Contact Spectruss today! Spectruss.com

FAQ: Full Throttle Distillery’s Website Revamp by Spectruss

1. How will the new website help Full Throttle Distillery attract more visitors?

The updated site will feature clear navigation, high-quality visuals, and strong calls to action to encourage users to book tastings, explore products, and visit the distillery. Improved SEO strategies will also help increase visibility in search results for moonshine enthusiasts and tourists.

2. Will the website include e-commerce features for purchasing Full Throttle’s spirits online?

Currently, Full Throttle Distillery’s website is focused on visitor engagement, tastings, and location-based experiences

3. How does Spectruss make sure the website keeps Full Throttle’s authentic brand identity?

We work closely with their team to match the rustic, bold aesthetic that represents their heritage and craft spirit industry roots. The design, colors, imagery, and storytelling will all align with their authentic brand voice while improving user experience.

4. Can Spectruss help other businesses in Chattanooga improve their websites too?

Absolutely! Whether you run a distillery, restaurant, retail store, or service-based business, we specialize in custom web design, SEO, and digital marketing to help you grow. Contact us today to see how we can elevate your online presence. 

200 W M.L.K. Blvd
Suite 901
Chattanooga, TN 37402

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