Backcountry Marketing – Détails, épisodes et analyse

In this episode, Cole sits down with Kristin Gavin, Director of Production at Cotopaxi, to discuss the challenges and opportunities in the outdoor media landscape. Kristin shares insights on the congested nature of outdoor marketing, the importance of brand identity, and the need for innovative storytelling that resonates with consumers. The conversation highlights the significance of building connections and the future of outdoor media as brands strive to stand out in a crowded marketplace.

Key Takeaways

• The outdoor media landscape is congested and competitive.

• Brands need to focus on building genuine connections with consumers.

• The future of marketing will involve more personalized and interactive content.

• Brands should not just mimic the successful strategies of others.

If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together.

This podcast is produced by Port Side Productions. We’re a video production outfit that believes great marketing is great storytelling and after 150+ podcast episodes with marketing pros and 9 years of producing commercials and documentaries outside, we've noticed a few things about what it takes to create video work that makes an impact. If you need help bringing your next video project to life, check out our website to learn more. If not, enjoy this episode and discover other resources below:

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Booklist | Here's our curated list of recommended books over the years.

LinkedIn | Join the conversation and share ideas with other industry peers.

Apple Podcast | Want to help us out? Leave us a review on Apple.

Guest List | Have a Guest in Mind?  Share them with us here.

Find Out Why | Curious why a video production company would produce a marketing podcast? 

In this episode of the Backcountry Marketing Podcast, Cole and Kevin Knutson discuss the evolving landscape of content marketing in the outdoor industry. They explore the tension between emotional storytelling and the demands of social media algorithms, the risk aversion of brands, and the importance of creating meaningful content that resonates with audiences. Kevin shares his journey as a creative in the outdoor space and emphasizes the need for brands to take risks and embrace their values in their marketing efforts. The conversation highlights the challenges and opportunities facing the industry as it navigates a complex media landscape.

Key Topics Covered:

• Content marketing is increasingly driven by data and algorithms.

• Brands are becoming risk averse, leading to a homogenization of content.

• Emotional storytelling is often sidelined for trends that drive engagement.

• The outdoor industry needs to embrace its values and take creative risks.

• Successful content requires a strategic approach to distribution and marketing.

• Meaningful content can lead to long-term brand loyalty, even without immediate ROI.

If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together.

This podcast is produced by Port Side Productions. We’re a video production outfit that believes great marketing is great storytelling and after 150+ podcast episodes with marketing pros and 9 years of producing commercials and documentaries outside, we've noticed a few things about what it takes to create video work that makes an impact. If you need help bringing your next video project to life, check out our website to learn more. If not, enjoy this episode and discover other resources below:

‍

Booklist | Here's our curated list of recommended books over the years.

LinkedIn | Join the conversation and share ideas with other industry peers.

Apple Podcast | Want to help us out? Leave us a review on Apple.

Guest List | Have a Guest in Mind?  Share them with us here.

Find Out Why | Curious why a video production company would produce a marketing podcast? 

Welcome to a bonus episode! In this episode host Cole Heilborn takes us out of the studio and into the vibrant atmosphere of the Mountainfilm Festival in Telluride, Colorado. Join him as he navigates questions like: What is the role of storytelling in marketing today, especially in 2024? How do economic changes and budget cuts impact the value and approach to storytelling? What are the perspectives of filmmakers and brands on the importance of storytelling amidst industry challenges?

In this episode you'll hear from filmmakers Roo Smith, Greg Balkin, and the Global Media Director from The North Face, Biz Young. 

Episode Takeaways:

• The evolving role of storytelling in marketing and its significance in the outdoor industry.
• The impact of economic changes on marketing budgets and the need for creative storytelling solutions.
• Insights from industry experts on balancing qualitative storytelling impact with the demand for quantifiable metrics.
• The importance of embracing ambiguity and navigating uncharted waters in storytelling and marketing.
• The future trends and opportunities for storytelling in a rapidly changing industry landscape

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If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together.

This podcast is produced by Port Side Productions. We’re a video production outfit that believes great marketing is great storytelling and after 150+ podcast episodes with marketing pros and 9 years of producing commercials and documentaries outside, we've noticed a few things about what it takes to create video work that makes an impact. Check out our website for insights and how we’ve helped other marketers move the needle through our work.

Al Perkinson, the CEO of Bajio Sunglasses, joins me on the podcast for Part 2 of this series. We pick up the conversation where we left off in Part 1 of episode 77.

Creating and building a community is all the rage. As marketers, we want to build companies that are surrounded by loving, supportive, passionate community members.

But how does one go about creating these communities? In this episode, Al shares his 5 steps to create a community.

Follow Bajio:
@bajiosunglasses


Produced by:
@portsideproductions
@backcountrymarketing
@coleheilborn

Are creativity and structure inherently at odds with each other?

Jonathan Ronzio is the CMO at Trainual, a filmmaker, and host of the Stokecast. Any creative undertaking as an individual or a solopreneur can be daunting in itself. But as soon as you start to grow, you inevitably add more people to the mix. However, without a clear process, these people will create more work for each other and spend more time focusing on how to do the task rather than the task at hand. This issue is often felt in creative circles where the idea is that creativity and process don't mix.

In this episode, Jonathan shares his perspective on the creative process, operations, and how the two can actually work together, symbiotically to create better ideas.

Follow Jonathan:
@jonathanronzio

Produced by:
@portsideproductions
@backcountrymarketing
@coleheilborn

Of all the industries to get hammered the most during COVID, the events industry has been hit hard. Forced to cancel, post-pone, shutter doors, and limit capacities. Events around the world have been struggling to operate with the restrictions.

To make matters more challenging, many events have had to come up with creative ways to continue to provide value to sponsors even if their signature events have changed considerably. Darren Kinnaird, the Managing Director of Crankworx, shares how he and his team have adapted, expanded their service offerings, and created an entirely new event for the summer of 2020 in response to the shutdown.

Through all of this, Darren and his team have remained positive, and have adopted the mindset of: 'Everything has changed, but nothing has changed."

Follow Darren and Crankworx
@dwkinnaird
@crankworx

Produced by:

@portsideproductions

@backcountrymarketing

@coleheilborn

Rick Saez is an industry veteran when it comes to podcasting. With over 300 episodes published of his Outdoor Biz Podcast, he's been in the game a long time.

During that time, he's noticed that many brands have yet to fully harness the power of the podcast. In this episode, we discuss the future of the podcast platform, sponsorships, the opportunity for brands, and we even help you get started by jamming on some ideas for shows!

Follow Rick and the Outdoor Biz Podcast
@ricksaez
@outdoorbizpod

Produced by:
@portsideproductions
@backcountrymarketing
@coleheilborn

Licensing rights can be very overwhelming to a lot of photographers. How do licenses work? How much do they cost? What is work for hire?

Ian Coble is a photographer who has shot photos commercially since his early 20's. He's shot for brands like Salomon, K2, Helly Hansen, and many others. In this episode, he breaks down licensing rights and how to navigate them as a photographer.

Follow Ian:
@iancoble

Produced by:
@portsideproductions
@backcountrymarketing
@coleheilborn

These days many companies are losing trust with their consumers and are looking for ways to rebuild that trust. The outdoor industry has always had a staple of "authentic brands" in its ranks, however, what does being an authentic brand mean? How does a brand achieve this status?

In this two-part episode, Al Perkinson from Bajio Sunglasses breaks down the 5 steps required to build an authentic brand. As an industry veteran with two decades of experience, Al has started to notice trends that all authentic brands do in order to earn that designation.  The five steps are relatively simple, but require an immense amount of intentionality and effort to maintain. Al breaks down a common marketing buzzword into actionable, and digestable steps.

1. Creation story

2. Higher calling

3. Performance

4. True to your core

5. Design as a weapon

This is Part 1 of a 2 Part Series where we explore authenticity and community building with Al.

Follow Bajio

@bajiosunglasses

Produced by:

@portsideproductions

@backcountrymarketing

@coleheilborn

Jack Wolfskin is a major German outdoor company. Headquartered in Idstein, they were founded in 1981 and are now one of the biggest suppliers of outdoor goods in Germany.

After a couple of previous attempts to enter the North American market, Jack Wolfskin has recently started the journey of trying again. Roberto Guiterrez recently took on the Director of Marketing role and discusses the intricacies of bringing a heritage brand to a new market.

We discuss cultural differences, implications, and unique approaches to storytelling.

Follow Jack Wolfskin
@jackwolfskin_na

Produced by:
@portsideproductions
@backcountrymarketing
@coleheilborn