The Inventory – Détails, épisodes et analyse

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The Inventory

Element Three

Business & Entrepreneuriat

Fréquence : 1 épisode/35j. Total Éps: 13

Manufacturers like you want to enter new markets, create lasting partnerships with dealers, and earn lifetime customers. You want to move inventory. Taking learnings from our 15+ years serving leaders in the outdoor recreation and commercial vehicle segments, we've created The Inventory —an educational podcast focused on how to win in your distribution model and bridge the gap between manufacturer and dealer. From dealer programs to product portfolio, we'll cover topics that are relevant to helping you grow market share and ultimately move more units.

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Liens partagés entre épisodes et podcasts

Liens présents dans les descriptions d'épisodes et autres podcasts les utilisant également.

https://www.linkedin.com/in/joemillse3
8 partages
https://www.linkedin.com/in/brianjcole/
5 partages
https://www.linkedin.com/in/reidmorris/
4 partages

https://elementthree.com/
12 partages
https://www.traderinteractive.com/
3 partages
http://www.traderinteractive.com
1 partage

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Score global : 63%

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Liste des épisodes récents, avec titres, durées et descriptions.

Launching Effectively In A Crowded And Competitive Market With Used Inventory

Épisode 4

mardi 11 novembre 2025 • Durée 24:42

You’re not just launching against your competitors, you’re launching against yourself.

In this final episode of The Inventory, Reid Morris is joined again by Brian Cole from Element Three and Scott Smith from Trader Interactive to talk about one of the most overlooked challenges of product launch: used inventory.

Across industries like RV, marine, and powersports, buyers aren’t just comparing you to the competition. They’re comparing you to last year’s model, the unit next to it on the lot, or a completely different kind of purchase altogether. This episode explores what OEMs can do to differentiate meaningfully, clear used inventory, and empower both buyers and dealers during launch season.

The group closes out the series with actionable tactics—like geo-targeted inventory promotions, loyalty-driven brand messaging, and what it takes to give consumers the confidence to walk onto a lot.

You’ll learn:

How to make your launch product stand out from used inventory
Why differentiation, not just availability, drives momentum
How OEMs can support dealers and consumers through decision complexity

Things to listen for:

(00:00) Why Brand Clarity Matters Before a Launch

(01:41) New Products Don’t Launch in a Vacuum

(03:59) The Power of Familiarity with Older Models

(05:24) When Leisure Products Compete with Everything

(07:54) How Marketplaces Reveal Real Buyer Behavior

(09:06) Why Differentiation Is the Marketer’s Main Job

(11:01) Helping Dealers Move Old Inventory to Make Room for New

(13:30) When the Product Brand Carries More Weight Than the OEM

(16:41) Telling the Full Brand Narrative to Loyal Customers

(19:12) What OEMs Can Do to Build Consumer Trust in Dealers

(22:13) Why Events Feel Safer Than Dealer Visits

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Aligning OEM Marketing with Buyers' Purchase Journeys

Épisode 3

mardi 11 novembre 2025 • Durée 21:13

The launch is only the beginning, especially when your buyer is 18 months out.

In the third episode of The Inventory with Trader Interactive, Reid Morris continues the conversation with Brian Cole of Element Three and Scott Smith of Trader Interactive to dig into how OEMs can better match their marketing to how buyers actually shop.

Using marketplace behavior, survey data, and real-world examples from RVs to powersports, the group explains why OEMs often run short-term campaigns for long-term decisions. From the role of marketplaces to “always on” advertising, this episode outlines how to connect brand story, product messaging, and placement across extended buyer timelines and how to think differently about marketing handoffs between OEMs and dealers.

If your product is only “new” for 60 days on your plan, you might want to rethink your strategy and listen to this.

You’ll learn:

Why buyers treat “new” differently than marketers do
How to turn your product launch into an always-on brand asset
Why marketplaces are more than just inventory destinations

Things to listen for:

(00:00) Why OEM Marketing Starts With Knowing the Buyer

(01:52) What an 18-Month Purchase Timeline Means for Launches

(04:05) Why Products Stay “New” Longer for Buyers Than OEMs

(05:19) What Role Marketplaces Really Play in the Buyer Journey

(07:18) What Happens When Marketplaces Drive Better Conversion

How to ensure success at every stage of your product launch

Épisode 3

mercredi 20 novembre 2024 • Durée 12:12

Your product launch doesn’t end on release day. In this episode, host Joe Mills sits down with Cade Jones, Marketing Strategist at Element Three, to explore a three-phase approach to product launches. They discuss how OEMs can build anticipation, sustain momentum post-launch, and measure success every step of the way.

You’ll learn:

How a phased approach strengthens product launch impact
Why building anticipation pre-launch can drive long-term success
Which metrics can help OEMs measure success before, during, and after launch

Things to listen for: (00:00) Introduction

(01:08) Common pitfalls in product launches

(02:59) Using incremental testing to avoid pre-launch perfectionism

(05:21) Balancing focus on new vs. existing products, post-launch

(08:15) Key metrics for each phase of a product launch

(10:01) Moving from testing metrics to performance metrics

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How an asset library can help OEMs and dealers move distressed inventory

Épisode 2

mercredi 30 octobre 2024 • Durée 10:05

Smarter inventory management leads to higher sales and faster reduction of distressed stock.

In this episode, Joe Mills and Dustin Clark, VP of Marketing Strategy at Element Three, discuss innovative ways for OEMs to improve inventory management. From using automation to handle excess stock to enhancing dealer relationships, they cover strategies about how to use information to move products more efficiently.

You’ll learn:

How OEMs and dealers can sync systems for better inventory control
Tech solutions to enhance inventory management
Strategies to move distressed stock fast with targeted marketing

Things to listen for:

(00:00) Introduction

(01:17) Managing distressed inventory with asset libraries

(04:36) Automating inventory marketing based on sales cycles

(07:23) Closing the sales loop to avoid missed opportunities

(08:23) Pricing and promotions in inventory management

(08:45) Test distressed inventory strategies through small pilot tests

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How your tech stack can create a competitive advantage against other OEMs and dealers

Épisode 1

mardi 17 septembre 2024 • Durée 09:33

Your technology stack can create a competitive advantage against other OEMs.

In this episode, host Joe Mills sits down with Dustin Clark, VP of Marketing Strategy at Element Three, to discuss how to optimize OEM-dealer relationships through smarter technology and processes.

You’ll learn:

How to make OEM and dealer technologies work together
Why both parties will get value from making that connection point happen
Which technology options you can use based on different budgets

Things to listen for: (00:00) Introduction (01:17) Identifying the missing piece in OEM-dealer technology stacks (02:28) The importance of automating the lead handoff (04:03) Tools and platforms for building the bridge between OEMs and dealers (04:52) Addressing data privacy concerns (06:22) How OEMs can overcome dealer hesitation about sharing customer data

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How OEMs Can Better Operationalize Their Launch

Épisode 2

mardi 11 novembre 2025 • Durée 23:31

The reveal isn’t the finish line. In many ways, it’s just the start.

In this second episode of The Inventory with Trader Interactive, Reid Morris returns with Brian Cole from Element Three and Scott Smith from Trader Interactive to unpack one of the most overlooked (and underestimated) problems in OEM product launches—the gap between announcement and enablement.

Pulling from the research introduced in Episode 1, the group shares how disconnects between development, marketing, and dealer enablement stall momentum when it matters most. From timeline missteps to communication breakdowns, they reveal tactical solutions OEMs can implement now, such as storytelling across launch stages, embracing transparency, and equipping dealers earlier.

If you’re in product, marketing, or sales at an OEM navigating a dealer-distributed model, this episode is a blueprint for what to fix between hype and hands-on.

You’ll learn:

Why every new launch should be treated as part of your brand story
How to avoid the timing trap that slows down marketing and sales
Why transparency with your dealers builds stronger launch outcomes

Things to listen for:

(00:00) Why Launch Problems Don’t End at the Reveal

(01:16) Recap of the Research from Episode 1

(01:56) The Valley Between Announcement and Enablement

(03:35) Operational Launch vs. In-Market Launch

Beyond the Reveal: New Product Launch Research with Trader Interactive

Épisode 1

mardi 11 novembre 2025 • Durée 17:12

Product launches in the B2B2X space are notoriously challenging. They're complex, unpredictable, and often miss their targets. So, how do you actually get them right

In this episode, Reid Morris talks with Scott Smith, VP of OEM and Strategic Initiatives at Trader Interactive, and Brian Cole, Strategy Director at Element Three. Together, they break down findings from new research exploring how OEMs, dealers, and consumers experience new product launches and where the most significant breakdowns happen.

Backed by marketplace behavior, historical sales data, and over 500 shopper surveys, this research uncovers what actually moves the needle when launching new models in dealer-distributed industries. The trio gets real about missed marketing opportunities, the disconnect between product development and launch timing, and why features can shift buying decisions.

Whether you’re launching your next RV, marine vehicle, or commercial truck, this conversation shows why better launches start long before the product hits the lot.

You’ll learn:

Why marketers feel disconnected from the launch process and what happens when they’re involved earlier
How launch velocity data challenges the myth of the big reveal moment
What consumer survey responses reveal about how buyers actually shop for new models

Things to listen for:

(00:00) Meet Brian Cole and Scott Smith

(01:25) What Sparked the Product Launch Research

(03:23) Common Mistakes OEMs Make When Launching

How brand strategy differs for OEMs in a distributed sales environment

Épisode 9

mercredi 21 mai 2025 • Durée 16:28

For OEMs selling through independent dealers, brand control isn’t as simple as direct-to-consumer businesses. The challenge? Ensuring brand consistency while navigating a fragmented sales network.

In this episode, Joe Mills talks with Danielle Falconer, Senior Vice President at Element Three, about the nuances of brand strategy in a distributed sales environment. They explore the delicate balance between empowering dealers and maintaining brand integrity, plus what OEMs can do to strengthen their market presence.

You’ll learn:

Why OEMs and dealers must treat branding as a shared responsibility
How to equip dealers with the right tools to strengthen customer relationships
The key to balancing product innovation with brand longevity

Things to listen for:

(01:12) Introduction of Danielle Falconer and Topic of Discussion

(01:39) Explanation of the B2B2X Business Model

(02:50) Unique Challenges in Managing a Three-Way Brand Relationship

(05:05) Common Challenges Faced by Dealers in Brand Management

(06:09) Evaluating an OEM's Brand Management

(08:44) The Importance of Investment in Brand and Product Innovation

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Creating a lead distribution system that serves your entire dealer network

Épisode 8

mercredi 23 avril 2025 • Durée 12:32

Distributing leads effectively can be a real challenge.

How do OEMs ensure quality leads reach the right dealers at the right time, while also maintaining a positive customer experience?In this episode, Joe Mills talks with Dustin Clark, VP of Digital at Element Three, about the complexities of lead distribution. They explore how to cater to dealers with different levels of sophistication and what OEMs can do to ensure leads are handled in the most effective way possible.

You’ll learn:

How to build a lead distribution strategy that works for different dealer types
Why lead scoring and nurturing are crucial to long-term success
The importance of keeping brand presence alive even after the lead is passed on

Things to listen for:
(00:00) Introduction

(01:02) Overview of the B2B2X Lead Distribution Challenge

(03:27) The Importance of a Flexible Platform for Dealer Sophistication

(05:14) Defining a "Sales-Qualified Lead" for Effective Targeting

(07:06) Strategies for High-Sophistication Dealers and Lead Volume

(09:18) Lead Scoring and Engagement for Dealers

(10:37) Managing Lead Timing for Low-Sophistication Dealers

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Why OEMs need a continuous market intelligence cycle

Épisode 7

mercredi 19 mars 2025 • Durée 13:35

Launching a new product in a crowded market? For OEMs and dealers, success hinges on more than just the product itself.

In this episode, Joe Mills speaks with Brian Cole, Director of Marketing Strategy at Element Three, about how marketing can become the backbone of product sales and distribution. They discuss setting up dealers for success, crafting brand stories that resonate, and the strategies that drive results.

You’ll learn:
How marketing can become a vital partner in product sales and distribution
Why aligning with product and sales teams creates stronger product launches
Practical ways to equip dealers with tools for successful customer engagement

Things to listen for:
(00:00) Introduction
(01:30) How marketing supports product launches for OEMs and dealers
(02:16) Using front-end marketing insights to close gaps and reach new customers
(05:07) Understanding the different scales of product launches
(06:08) Continuous market research vs. reactionary marketing
(07:11) Equipping dealers with the tools to drive sales
(08:34) Adjusting brand storytelling for new markets and product launches
(11:47) Practical steps for creating a product intelligence framework
(12:46) Partnering with product teams for smarter launches

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