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:

‍

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

//

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

With massive amounts of content rolling out every day, it's easy to let pieces of content slip by that don't align with your brand strategy. In the day-to-day, this might not seem like a big deal. However, the downstream effects of this can be consequential. 

Evan Poitras, the Content Marketing Manager from Norco Bicycles, says that when a guest views your content for either the first time or one-hundredth time, it's crucial that each piece of content ladders up to support the overall brand strategy. 

Evan shares some real-world scenarios where he's seen this work and where it hasn't.  Every piece of content that gets put out helps build trust with a community. That trust can take a while to build or can come crumbling down in one post.

Follow Evan and Norco:

@norcobicycles

Produced by:

@portsideproductions

@backcountrymarketing

@coleheilborn

In this episode, Colton Jacobs, a Seattle-based adventure photographer shares his thoughts on finding and keeping clients. Colton has shot with many brands such as Filson, K2, Hest, and many other reputable brands.

He answers some of the following questions: Does your portfolio matter? How do you use social media? Does cold calling work? How do you manage the feast or famine cycles? 

This question is an age-old question in the freelance community. Many photographers get into the photo business for the love of the craft, not the business. However, being able to navigate the world of business can seem like a necessary evil in the pursuit of passion.

Follow Colton:

@coltonandrewjacobs

Produced by:

@portsideproductions

@backcountrymarketing

@coleheilborn

In this episode, Emily Holland, the host from the Nature Untold Podcast breaks down all of the details to start a podcast. We discuss defining your "why", format, software, sponsorships, Patreon, and marketing.

The podcast world is a bit of a wild west, there are no rules, a few best practices, but the platform is really what you make of it.

If you're curious about how to get started, then this episode is for you!

Follow Emily:

@e_hollz

@natureuntoldpodcast

https://emilyholland.co/

Produced by:

@portsideproductions

@backcountrymarketing

@coleheilborn

In this conversation, Cole and Brad Stevenson, CEO of Premiums for the Planet, discuss how insurance can be a powerful tool for driving change in the climate and social justice movements. Premiums for the Planet is an organization that harnesses the power of insurance and insurers to create a regenerative and just planet. They work with businesses to redirect their insurance premiums to carriers that are more socially and environmentally conscious. By organizing insurance spend and influencing of climate-conscious organizations, they aim to shift the demand dynamics for insurance carriers and drive systems change

Brad joins the conversation to share how he and his team are creating grassroots movement change to inspire a stale industry into a force for good.

Takeaways

• Insurance can be a powerful tool for driving change in the climate and social justice movements.

• By organizing the insurance spend and influence of climate-conscious organizations, they aim to shift the demand dynamics for insurance carriers and drive systems change.

• They distinguish between marketing and movement building, emphasizing the importance of language and behavior change.

• The effort it takes to build a movement

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. Have a topic or guest you'd like to hear on the show? Let us know here 

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.

In this episode, Ben O'Meara the VP of Marketing at Huckberry breaks down the core components that make Huckberry, Huckberry. Huckberry is an online shop and journal that inspires active, adventurous, and stylish lives through original storytelling. They're best known for their curated products and collaborations as well as their commitment to storytelling at every touchpoint.

Ben discusses how foundational storytelling is to everything they do, previous product launches that didn't work, and how email has built Huckberry.

Follow Huckberry and Ben

@huckberry

@bennyohh

Produced by:

@portsideproductions

@backcountrymarketing

@coleheilborn

Dave Taylor runs Okaybro as a solo creative. He works with a network of collaborators on branding and advertising projects across a range of industries, primarily focused on the outdoor and cycling space.

In this episode, we discuss the pros and cons of being a solo creative entrepreneur. In a turbulent industry, low overhead and quality output is a common path for many agency owners. Dave also shares some of his philosophy around being a fan vs a cynic of other people's work.

Follow Dave and Okaybro:

@okaybro

@okaybrodave

Ibex used to be a beloved brand that championed Merino Wool technology and was passionate about its climate impact. These two elements created an undying community of users who loved their Ibex clothing.

Unfortunately in 2018, the brand had to close its doors during a shift from wholesale to direct to consumer. The closure wasn't pretty and left many partners feeling burned. As some would say "The only bridge Ibex didn't burn was the one with their customer."

In this episode, Bonie Shupe the GM/Director of Product, and Jordan Todoroff the Head of Sales, join me to discuss the process of re-launching the brand. They discuss the reasons Ibex 1.0 went under, what worked and what didn't. Moving forwards, they discuss their plans for the company and express their passion for re-kindling a brand loved by many.

Follow Ibex:

@ibexwool

@bonieshupe

Produced by:

@portsideproductions

@backcountrymarketing

@coleheilborn

In this episode, Rob McSkimming, the former VP of Marketing at Whistler Blackcomb discusses the origins of Crankworx.
 
Starting in 2004, Crankworx has quickly gone on to fuel the evolution of mountain bike culture, attracting fans and athletes from around the world. 
 
Rob reflects on the evolution of the event and how it's impacted the sport, art, and culture. He discusses the value of a sport-defining event to a marketer and talks about the future of the event and experiential marketing.

Follow Crankworx:

@crankworx

Produced by:

@portsideproductions

@backcountrymarketing

@coleheilborn

The outdoor industry has been built from passion, innovation, and curiosity. Many of the legacy brands we're familiar with today started in a garage or basement with a single idea. Oftentimes these business owners find themselves running a business by accident and soon find themselves buried in a pit trying to figure out how to source material, pay taxes, manufacture goods, and sell them. 

Lloyd Vogel is one of the co-founders of Garage Grown Gear. Garage Grown Gear is an e-commerce site dedicated to helping and selling 80+ small cottage brands. Over the years, Lloyd has identified common trends and pitfalls that many small brands fall privy to as they struggle to keep their heads above water. In this episode, we talk about email marketing, social media, ambassador programs, and more!

Follow Lloyd and Garage Grown Gear:

@garagegrowngear

@lloydvogel

In this episode, Chris Dickerson, the Director of Digital at Verde Brand Communications joins me to talk about creating a go-to-market strategy. 

One of the first questions Chris recommends asking is: "what is the value to the consumer?" Combine that with your brand goals and you have your north star. Every decision from that point whether it be: website wireframes, social media strategy, or a content strategy, all ladders back up to the product.

As Chris says "By flipping your thinking, sweating the details first, and always keeping your end consumer top of mind, launches will be smoother and more comprehensive, ensuring all of your channels are aligned and support one another." 

If you want to learn more, Chris put together a quick guide to help assist with this process. If you're curious, I highly recommend checking it out here!

Or use this link: https://www.verdepr.com/blog/2021/6/16/how-to-create-go-to-market-strategy

Follow Chris and Verde

@dickergram

@verdebrandcommunications

Produced by:

@portsideproductions

@backcountrymarketing

@coleheilborn

Last year Shaun Durkee's life was turned upside down after he lost his job. 2 days later he decided that it was time to take the plunge full time into his side business. He gave himself a year and said "let's see what happens."

Alpen Fuel is an e-commerce platform, that in addition to selling its own brand of Alpen Fuel granola, sells other brands in its store. 

Shaun's relationship with marketing is perhaps the most difficult of all. With his back against the wall, he had to figure out how to make people aware of Alpen Fuel. Armed with YouTube, a little prior experience, and some grit he and his wife have developed a simple yet effective plan to build their email list and slowly get the word out. Shaun's story is a testament to the idea that marketing doesn't have to be complicated, sometimes the most simple plans work the best.

Follow Alpen Fuel:

@alpenfuel

@shaundurkee

As people flock to the outdoors, many brands are welcoming and embracing these individuals with open arms. Brands that were once reserved for core users are breaking down their walls to be seen as a more inclusive brand.

In this episode, Andy Bethune, the Director of Strategy at Origin Outside discusses this trend and the implications. As he says, if you try to become something to everyone, you'll be nothing to anyone.  But where is the balance? Obviously, we want people to get outside and feel included.

We discuss how far a brand can dilute itself before it becomes ambiguous, why some brands thrive in ambiguity, and factors to consider when a brand is facing outside pressure to grow.

Follow Origin and Andy

@abethune

@originoutside

Produced by:

@backcountrymarketing

@portsideproductions

@coleheilborn

When it comes to building your team who are you working with? Why would you choose an athlete over an influencer? When is an influencer better suited than an ambassador? Why have an ambassador team in 2021?

Maddie Duffy, the Marketing Manager, from Mystery Ranch dives into these questions and more. She explains why Mystery Ranch started an ambassador program, but also why they continue to work with athletes and influencers outside of their ambassadors.

As Maddie says, the key to any successful relationship is trust. "Appreciate the relationship you have and nourish it." 

Follow Maddie and Mystery Ranch:

(Maddie is taking a break from Instagram, you can find her on LinkedIn!)

@mysteryranch

Produced by:

@backcountrymarketing

@portsideproductions

@coleheilborn

Have you ever felt like you don't belong? 

As Carie says, the trees don't care what you look like or how fast you're moving. So why do we put so much pressure on ourselves? Why don't we feel like we belong in a sport or are qualified for a job? Have you ever considered what role marketing plays in making other people feel included?

Carie Behe, the GTM Marketing Manager for Cotopaxi, shares her personal story and how after 12 years of working in the industry she still suffers from imposter syndrome. Fortunately she's learned to work with it and gives some tips on feeling confident in your job and owning your spot outside. 

Follow Carie and Cotopaxi:

@the_behe

@cotopaxi

Produced by:

@portsideproductions

@backcountrymarketing

@coleheilborn

In this episode, Erin Keane, the VP of Marketing for Ikon Pass and Alterra Mountain Company discusses the power of relationships in the workplace and how great marketing is achieved by collaboration with others. She shares how relationships have been the key to her success and emphasizes the importance of building authentic relationships based on trust and shared goals. She provides tips for building and maintaining relationships and also discusses the challenge of managing a large network of relationships and the importance of prioritizing meaningful connections.

Takeaways

• Building authentic relationships based on trust and shared goals is key to success in the workplace.

• Consistent communication and finding opportunities to reach out without asking for anything in return are important for maintaining relationships.

• Being open to different communication styles and adapting your approach to meet the needs of others can strengthen relationships.

• Managing a large network of relationships requires prioritization and finding meaningful ways to stay connected. Building and maintaining relationships in the workplace is crucial for job satisfaction and productivity.

• Consistency, communication, and trust are key elements in establishing authentic connections.

• Even with limited time, individuals can make small efforts to build and maintain relationships.

• Relationships provide support and make it easier to navigate conflicts and challenges.

• Investing in relationships without expecting a transactional exchange leads to more meaningful connections.

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 stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. We tell stories from the wild.

Let's face it, as a client you have a lot of options. When it comes to achieving creative work you can choose from an ever-growing list of partners to work with: Agencies, hybrid agencies, studios, producers, contractors, and even your nephew all claim to offer you similar services.  But how do you decide who to work with for what project?

Chase White is the Creative Director at Chase White Photography and sheds some light on this question. Having worked with notable brands like Yeti, Gerber, and Simms Fishing, Chase has developed some best practices when considering working with a contract creative. 

Navigating how to work with a contractor can be a challenge, and in this episode, Chase shares his thoughts on how clients and contractors can work best together to produce meaningful work.

Follow Chase:

@anadromous

https://chasewhite.com/

Produced by:

@portsideproductions

@backcountrymarketing

@coleheilborn

There comes a point in many of our careers when we're given the chance to step away from doing the work, to managing the work. This step isn't for everyone and in this episode, David Zimberoff, the VP of Marketing at SRAM shares his personal story of 25 years as he's slowly moved away from doing the work, to leading the work. 

We also discuss the intricacies and challenges of leading a marketing team while working remotely, maintaining creative excellence, and the idea of spending vs building brand culture. 

Follow SRAM:

@SRAMmtb

@SRAMroad

@rockshox

@zippspeed

Produced by:

Port Side Productions

@portsideproductions

@backcountrymarketing

@coleheilborn

In this episode, Mike Somerby, the Director of Marketing from Duckworth jumps on the mic to discuss storytelling and the intersection with customer loyalty.

Building customer loyalty is the name of the game right now. According to Marty Neumeier in his book "The Brand Flip" a loyal customer would spend 33% more than a new customer. If building such loyalty can pay dividends in the future, how do you build such loyalty?

Mike Somerby discusses this as well as how he and his team use the authenticity of their storytelling to help build customer loyalty.

Follow Duckworth:

@duckworthco

Produced by:

@portsideproductions

@backcountrymarketing

@coleheilborn

A business doesn't last for 100 years without listening to its consumers. Alex Sherbinow from Old Town Canoe and Kayak joins me on this episode to discuss how crucial it is to listen and understand your consumer.

In an era with data everywhere, it's easy to craft digital reflections of who we think our customers are. We might know what age they are, how much money they make or where they went to college, but do we know them as people?

Alex shares how he and his team prioritize consumer feedback, empathize with their consumer, and how that influences product design.

Follow Alex and Old Town:

@oldtowncanoes

@alexsherbinow

Produced by:

@portsideproductions

@backcountrymarketing

@coleheilborn

In this episode, Drew Eakins, the marketing manager from Hestra Gloves joins me to discuss the topic of specialization on a generalized level. 

For over 80 years, Hestra has been crafting gloves for a variety of users in the outdoor and fashion industry. As a small company, Drew's role involves staying focused and saying no more than saying yes. 

If you've ever asked yourself: 

1. What does it mean to specialize?

2. What does it mean for a brand to specialize?

3. Should I niche down in my role?

Drew shares his experience around these questions and more as he pulls insights from his role as a generalist while working at a specialized brand.

Follow Drew and Hestra:

@hestragloves

@dreweakins

Produced by:

@portsideproductions

@backcountrymarketing

@coleheilborn

Can'd Aid is a non-profit built on the idea of "Rallying you to do good."

To date, they've built 6,610 bikes and skateboards, donated 2,500+ musical instruments, completed 47 work party days, and recycled 73 million cans.

The non-profit was started by Diana Ralston. Originally the goal was to help areas hit hard by either natural or man-made disasters. As the canned water distribution plan started working, Diana and her team realized there was more good they could be doing. But as they've grown and incorporated more programs they always struggled to communicate what exactly they did. After growing beyond their initial vision the team realized that they need to re-brand in order to continue their mission and gather support along the way.

In this episode, Diana shares about the messy process of re-branding a non-profit.

Follow Diana and Can'd Aid:

@candaid

@dianaralston

Produced by:

Port Side Productions

@backcountrymarketing

@portsideproductions

@coleheilborn

In this episode, John Salzinger the Founder of MPOWERD shares his opinion on how we as an industry address toxic advertising and the downstream effects. 

As people are trying to escape the urban sprawl of advertising, marketers continue to promote, sell and push their products in every conceivable way. These days you can't even go to a gas station without having a screen shoved in your face!

When I consider the impact of excessive consumerism, the environmental impact these products have and the mental health impact social media has. I start to question the work we as marketers are doing.  Have we become so good at selling that we are no longer concerned with the impact of what and how we're selling?

Tune in to this episode to hear John eloquently describe his thoughts around these complicated issues.

Follow MPOWERD:

@mpowerdinc

Produced by:

Port Side Productions

@backcountrymarketing

@portsideproductions

@coleheilborn

In this episode, Scott Holley, the President of Eddyline Kayaks joins me to discuss all things paddling. Manufactured in the Pacific Northwest, Scott and his team take a very hands-off, yet very focused effort when it comes to marketing. 

Like many communities in the outdoors, the community Eddyline has crafted over decades of high-quality service, has lead to a user group that markets for the company. 

Eddyline course corrects here and there, but the bulk of their marketing is done on the water by a growing, loyal, fan base. As a former non-paddler, Scott shares how he recently joined the Eddyline team and how he believes the company has built such a supportive community

Follow Scott and Eddyline:

@eddylinekayaks

@rsholley11

Produced by:

Port Side Productions

@backcountrymarketing

@portsideproductions

@coleheilborn

In this episode, Zach Vestal, the marketing manager from Niner Bikes and BATCH Bikes hops on the mic to give us a little insight into his changing world as he manages two very different bike brands. Niner has been around a while, having built their reputation on the idea that riding bikes on a 29" wheel is the best. Whereas, BATCH Bikes is geared for an audience who are re-discovering their love for biking and aren't likely concerned with their wheel size.

This puts Zach in an interesting position as he has to constantly change his mindset around who he's marketing to. Zach discusses this challenge, the opportunities hidden inside it, and what it means for his personal growth.

Follow Zach:

@zack_vestal

@ninerbikes

Produced by:

Port Side Productions

@portsideproductions

@backcountrymarketing

@coleheilborn

If you're a freelancer in the outdoor industry, chances are you've asked yourself the following questions:

How do I turn my passion into a business?

How do I charge?

How do I position myself?

How do I conquer my inner critic?

In this episode, we're changing up the focus a bit. We've talked with agencies and brands a lot on this show but a group that we haven't chatted with much is the freelancer who is often doing the work. 

Many of us fall into freelance work because we love our craft and we love the industry. But how do we actually do it well? How do we not burn out? How do we get clients? These are all questions I have asked and will continue to ask with my own business. Justine Mulliez from Just a Wild Thought Coaching shares the mic with me in this episode to discuss all of these challenging yet real issues freelancers face.

Follow Justine:

https://www.justawildthought.com/

@justawildthought

Produced by:

Port Side Productions

@backcountrymarketing

@portsideproductions

@coleheilborn

What do democracy and Marvel both have in common? They both understand their audience.

I think all marketers agree that storytelling is a key part of marketing. But there seems to be a disconnect between telling stories and leveraging those stories into needle moving impact. In this episode, Cole shares some thoughts about the missing link between storytelling and impact. 

Takeaways

- Storytelling is an integral part of marketing, but there is often uncertainty about how to use stories effectively to drive impact.
- Insights about the audience help inform storytelling and make stories relatable.
- Performance marketing can amplify stories and lead to amazing results.
- Marketers should strive for a deeper understanding of their audience and continue refining their storytelling skills.

//

These Fireside Chats are short discussions where we'll delve into the heart of storytelling and its pivotal role in today's marketing landscape.  In these short episodes, we'll explore the art of storytelling, and uncover the insights to help you craft narratives that captivate, resonate, and leave a lasting impact on your brand. 

This podcast is produced by Port Side Productions. We're a video production outfit that believes stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. We tell stories from the wild.

Like many business start-ups, Kansas Sartin saw a need and decided to fill that need. PAKMULE was created to provide cargo storage in the form of a rugged, hitch-mounted system.

In this episode, Kansas shares the background of his company, where they're going, and how they use customer feedback to understand pain points. As he says: "There's no parts store in the field, so having quality equipment that you can count on is a must. We know first hand because this is our life, and we've often found ourselves in the most remote places on earth."

From the episode:

"Talking to customers is how we learn pain points. What are they trying to do, where are they going?"

"My absolute favorite thing to see is when customers send us pictures using our product, with smiles on their faces."

"Buy once, cry once"

"By design, Pakmule is going to take a monster beating and keep going."

"I want to be a problem solver and innovation leader in the market while at the same time being as environmentally responsible as possible."

Follow PAKMULE:

https://pakmule.com/

@pakmulegear

@kansas_from_texas

Produced by:

Port Side Productions

@backcountrymarketing

@portsideproductions

@coleheilborn

PR is changing. We all know this and in fact, we did an episode on it with Chris Dickey in Season 1 Episode 13.

In this episode, we dive deeper into how PR is changing. I sit down with Cory Van Auken from Darby Communications to try and understand how PR and Digital Marketing can work together. We talk briefly about how Darby is structured and how they work with clients, but then we jump into discussing Darby's proprietary algorithm that scores the impact of PR hits. Cory helped design this algorithm and explains why having a visual representation of PR value is necessary and insightful in today's world.

From the episode:

"[Darby Communications] is unique in a way that we take a team approach with each client that we have. Every client gets an account lead, and then additional teammates depending on the services they need."

"There is something to be said about the fact that the print format is making a comeback. You are inviting print issues into your home, rather than being bombarded with unwarranted marketing that pops up on your social feeds. Print is artwork. You consume it because you want to and you allow yourself to."

"Good PR works with good marketing to bolster the whole brand up."

"The idea that everyone can improve is ensuring that we are connecting the product back to the story and the importance of the brand, and why the brand is doing what they're doing."

Follow Darby and Cory:

https://www.darbycommunications.com/

https://www.linkedin.com/in/cory-van-auken-60a503103/

Produced by:

Port Side Productions

@backcountrymarketing

@portsideproductions

@coleheilborn

In this episode, I'm joined by Peter Williams and Spencer Houser, two of the three co-founders from Super Pacific.

Super Pacific is a truck bed camper company based out of Portland that was born out of the challenges of getting their families outside. Many of us wish we could buy a sprinter, build it out, and just hit the road. But the reality for most of us looks far different. 

With families of their own, Peter and Spencer realized they had trouble getting their own kids outside for a weekend. They assumed others did too.

After some industry research, they decided to start making low-impact truck campers. Campers that would make it easy to get outside on the weekend without compromising the utility of a pick-up. 

From the episode:

"We wanted something that would facilitate an outdoor lifestyle without compromising the utility of our pick-up truck." 

"We are operating in a small niche within the larger space. I call it the low-impact camper category. This niche is challenging for bigger brands to fill."

"People like to customize their stuff. As we looked at what was out there, we felt like it was an opportunity that other companies were missing. We would be setting ourselves apart in offering something that everyone else was overlooking. It's proven to be pretty popular."

"It's about getting outside and being able to live an urban life without having to sacrifice a connection to the outdoors and that sort of spontaneous youthful spirit that gets a little harder to hold onto as you grow and gain more responsibilities."

Check them out at https://www.superpacificusa.com/home

Follow Super Pacific: @superpacific_usa

Produced by:

Port Side Productions

@backcountrymarketing

@portsideproductions

@coleheilborn

In this episode, filmmakers Sean Slobodan and Shandi Kano join me to discuss their latest, award-winning, documentary film "Forever is Now."

"Forever is Now" recently won the "People's Choice Award" at Vancouver International Mountain Film Festival. This is a film about ten people who are Zion National Park's keepers and caretakers. At a time of increasing tension between recreation and environmental impact, the film follows a path to the future through character stories that are personal, complex, and compelling. Shot in all four seasons across fourteen successive months, the film captures Zion like it's never been seen before—instilling a sense of awe and ownership for public lands today, tomorrow, and forever.

As with any filmmaking, the story is king. We talk about the importance of good storytelling, how to tell a good story, choosing characters to support your narrative as well as how to develop those characters.

Follow Sean and Shandi:

@seanslobodan

@shandikk

The Film:

https://foreverfilm.zionpark.org

You've likely never heard of Signature Products Group (SPG). In fact, the better Chatham and his team do, the more you don't realize they're there.

Chatham Baker is the Vice President of Brands with SPG. SPG works with brands like Carhartt, Ducks Unlimited, and Real Tree to design, develop, manufacture and distribute licensed products.

In this episode, he explains how SPG works with some of the world's top brands while most people have no idea they exist.

Follow Chatham:

@grammachatham

Produced by:

Port Side Productions

@portsideproductions

@backcountrymarketing

In this episode, Christian Lepley the VP of Marketing at GU Energy Labs shares how GU is adapting and embracing newly emerging markets.

Historically GU has been a brand focused on the podium. But when podiums were shuttered in 2020, the GU team realized they needed to be more welcoming of everyone. As Christian says, "it was an awakening." This awakening has been fueled by the everyday athlete where 5ks are just as important as ultra marathons.

Follow Christian and GU:

@christianlepley

@guenergylabs

Produced by Port Side Productions

@backcountrymarketing

@portsideproductions

In this episode, Rich Hohne the Director of Marketing at Oboz Footwear shares about Oboz's background, his personal career journey (it includes starting a ski resort), and how Oboz has had to adapt since the initial COVID shutdown.

Reliant 100% on retail, sales dried up for about 4-6 months last year. As Rich says, COVID was the best and worst thing that happened. Rich discusses how they've managed to take a disaster, and grow from it.

Follow Rich and Oboz

@rhohne

@oboz

Produced by:

Port Side Productions

@portsideproductions

@backcountrymarketing

In this episode, Eli Kerr the CEO of Gnarly Nutrition joins me to discuss why embracing the holistic wellness of a person is crucial to building a strong company, a strong internal culture, and how that permeates into marketing and branding.

Gnarly is on a mission to help athletes be their best selves. To do so, they first have to take care of their internal team. Eli shares about the challenges he faces as a leader and shares how he's working on building a company that takes care of its employees and customers holistically.

Follow Eli and Gnarly:

@gnarlyczar

@gnarlynutrition

Produced by:

Port Side Productions

@backcountrymarketing

@coleheilborn

Kyle McCann is the digital marketing manager at Canyon Bicycles USA. In this episode, we talk about his winding career path from sport fishing, to Facebook, to Canyon. He shares about the lessons he's learned personally and professionally along the way.

We talk about passion behind your work, niching vs being a generalist and bikes.

Follow Canyon and Kyle:

@canyon_na

@kaptainkyle11

The Social Dilemma is a Netflix documentary "...that explores the dangerous human impact of social networking with tech experts sounding the alarm on their own creations." The film has been a popular hit and has motivated people to delete social media, turn off phone notifications, and has prompted many to re-evaluate their relationship with social media.

In this episode, Mary Kate Baumann, the Senior Marketing Strategist at GOAL ZERO shares her thoughts on the film and the questions she now asks herself both personally and professionally about the role social media plays in the outdoor industry.

Social media has undoubtedly been a helpful tool in marketing. But does it come with a cost to the consumer? Are brands responsible for this impact? How does it impact the places we love?

Follow Mary Kate and GOAL ZERO

@goalzero

@marryykate.ind

Produced by:

Port Side Productions

@backcountrymarketing

@portsideproductions

In this episode, Mike Rogge, the owner and editor of Mountain Gazette, discusses the importance of understanding and caring about your audience. He shares insights on how niche media companies can solve many of the challenges faced by media companies today by staying focused on their audience. Mike also emphasizes the value of knowing your audience in storytelling and content creation. He highlights the role of empathy in connecting with the audience and the importance of execution in delivering quality content. The conversation concludes with key takeaways for listeners to apply to their own projects and ideas.

Takeaways

• Niche media companies can overcome challenges by staying focused on their audience.

• Knowing your audience is crucial in storytelling and content creation.

• Empathy is the key to connecting with the audience.

• Caring about your audience leads to quality content and community-building

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 stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. We tell stories from the wild.

Mustang Survival's iconic seahorse logo is a common sight on the water. For years, Mustang has worked in the commercial marine industry supplying life-saving PFD's and float coats. Recently however they've made a pivot to the recreation industry bringing their experience, heritage, and technical skills honed through government contracts to the everyday user.

In this episode, Jo Salamon, the Communications Manager shares how the Mustang team is making this transition.

Follow Mustang:

@mustangsurvival

Produced by:

Port Side Productions

@backcountrymarketing

@portsideproductions

In this episode, Amanda Goad from BoldBrew shares about the importance of having a brand voice. 

She discusses how to make one, how to use it but also how to let it evolve as your company evolves. Now more than ever, companies are being scrutinized with everything they say. Having a clear brand voice ensures that everything that goes out into the world matches with who you are.  We also discuss history of brand storytelling and how brands are finding new ways to tell their stories.

From the episode:

"Make sure your voice is always evolving, but make sure it's clear who you are trying to talk to moving forwards."

"Cohesiveness and consistency are key"

"For over centuries we as humans gravitate towards stories that are engaging and tell us about a community or place and give us an affinity and shared values to something that we also connect with."

Follow Amanda and BoldBrew:

@amandamariegoad

@boldbrewteam

Produced by:

Port Side Productions

@portsideproductions

@backcountrymarketing

How many times have you heard the phrase: "content is king?"

While content is important, how important is it really when compared with the strategy behind it? Chris Killen is the Global Marketing Manager at Bell Helmets, and in this episode shares his perspective on the phrase 'content is king.' 

From the episode:

"Content is king if it has a strategy...one without the other is a waste of time"

"You're almost set up to fail as a business or brand, they [social media giants] don't want you to get as many organic views as you should because they want you to spend money."

"The strategy has changed because the social media platforms and landscape in which we advertise changes so drastically. The way to stay ahead of it is to always be doing it."

Follow Chris and Bell Helmets:

@christopherikillen

@bell_powersports.

Produced by:

Port Side Productions

@backcountrymarketing

@portsideproductions

"