ST. LOUIS • Dave Spence's challenge isn't just that he is facing a well-funded incumbent who even many Republicans concede will be tough to beat.

Before he even gets to the Xs and Os of outmaneuvering Gov. Jay Nixon on the campaign trail, the Republican plastics mogul running for governor has to first introduce himself to Missouri voters.

Spence, who kicked-off his bid for the state's top job shortly before leaving the top job at Overland-based Alpha Packaging, began the effort to gain some name ID this week, with his first round of radio and television ads. 

The statewide television buy, no surprise, features Spence on the factory floor, talking about job creation.

"Creating jobs is what I do," Spence says in the ad.

While Spence has had some success fundraising — he raised nearly $100,000 in January — the campaign is still powered by the $2 million Spence donated himself in November.

One of those contributions last month came from the campaign of State Sen. Ron Richard of Joplin, which may be a signal that it's OK for the city's Republicans donors to embrace Spence, despite the attention Nixon has given, and continues to give, to the city after the storm.

Ideally for Spence, his campaign would have started the voter introduction effort months ago.

But Republicans have no one to blame but themselves for the topsy-turvy series of events that led Spence to kick-off his campaign less than a year before Election Day.

As an incumbent — and the veteran of more than a half-dozen statewide campaigns — Nixon has the advantage of broad name recognition across Missouri.

Spence may never reach that level, but he definitely won't if he doesn't try.