Backcountry Marketing: Recent Episodes
Port Side Productions
Listen to leaders of the outdoor marketing industry discuss the gritty details of their work, personal lives, and latest adventures. Whether you’re standing in the lift line, shuttling to fresh loam, or cracking a local beer, these conversations will teach you about the ever-changing world of marketing. This is the Backcountry Marketing podcast.
Produced by: Port Side Productions
Professor Jenni Romaniuk, Research Professor and Associate Director at the Ehrenberg-Bass Institute, Adelaide University, breaks down the science behind how brands are remembered.
We explore why memory is at the heart of effective marketing, why only a small percentage of buyers are in-market at any given time, and what marketers should be doing to build future demand. Jenni explains the concepts of mental availability, category entry points, and distinctive assets, and why they're some of the strongest predictors of long-term brand growth.
We also discuss why so much advertising goes unnoticed, how outdoor brands can escape the sea of sameness, and why marketers should stop trying to communicate everything at once and instead focus on leaving behind one useful memory.
About:
This podcast is produced by Port Side. We help outdoor brands grow by building a content engine. Want to learn more about how we can help?
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Relevance Project | We're building three brands in public. Follow along
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Guest List | Have a Guest in Mind? Share them with us here.
Cole shares the thinking behind The Relevance Project and why he believes relevance has become one of the most important competitive advantages available to brands today.
The goal of marketing hasn't changed, but the landscape and tools have. Attention is becoming scarcer, paid media is becoming more expensive, audiences have more control over what they consume than ever before, and brands now have access to free distribution at a scale that was unimaginable just a decade ago.
The challenge? Most brands are still operating as if nothing has changed.
About:
This podcast is produced by Port Side, a content strategy studio that helps outdoor brands become relevant, recognized, and build an audience. Want to learn more about how we can help?
Enjoy this episode and discover other resources below:
Relevance Project | We're building three brands in public. Follow along
Email List | Follow along as we build in public by joining our email list
Slack Community | Tired of brainstorming with ChatGPT? Join us!
Insight Deck | Want 20 of our favorite insights shared on the show?
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.
After reviewing 19 brand applications, Port Side has selected three brands to work with: Kitworks, loon'r, and SkyGOAT.
The Relevance Project is a public experiment exploring whether outdoor brands can become more relevant, recognizable, and memorable by creating audience-first content that builds attention, trust, and long-term demand.
About:
This podcast is produced by Port Side, a content strategy studio that helps outdoor brands become relevant, recognized, and build an audience. Want to learn more about how we can help?
Enjoy this episode and discover other resources below:
Relevance Project | We're building three brands in public.
Email List | Follow along as we build in public by joining our email list
Slack Community | Tired of brainstorming with ChatGPT? Join us!
Insight Deck | Want 20 of our favorite insights shared on the show?
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.
Andy Pearson, VP of Creative at Liquid Death, explains why brands should stop thinking like advertisers and start thinking like entertainers. We dive into how Liquid Death built one of the largest organic audiences without relying on paid media, why humor is an underrated marketing tool, and why the best brands behave more like memorable characters than carefully managed style guides.
We also pressure test some of the ideas behind The Relevance Project, discussing audience building, paid media, share of voice, and why Liquid Death doesn't have a brand book.
About: This podcast is produced by Port Side, a content strategy + production studio that helps outdoor brands become relevant, recognized, and build an audience. Want to learn more about how we can help?
Enjoy this episode and discover other resources below:
Relevance Project | We're building three brands in public. Follow along
Slack Community | Tired of brainstorming with ChatGPT? Join us!
Insight Deck | Want 20 of our favorite insights shared on the show?
LinkedIn | Connect with Cole
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.
The Relevance Project is underway! 15 brands have applied to be considered. If you want to apply, reach out to us and submit your application by June 26th.
About: This podcast is produced by Port Side, a content strategy studio that helps outdoor brands become relevant, recognized, and build an audience. Want to learn more about how we can help?
Enjoy this episode and discover other resources below:
Slack Community | Tired of brainstorming with ChatGPT? Join us!
Insight Deck | Want 20 of our favorite insights shared on the show?
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.
In this solo episode, Cole shares why he believes many outdoor brands already possess something unique beneath the surface, but struggle to translate that uniqueness into content that earns attention, builds an audience, and drives business results.
Cole also announces a public experiment: We're looking for one outdoor brand willing to partner with Port Side to test these ideas in real time. Together, we'll document the process, share the wins and failures publicly, and explore what it actually takes to build relevance and an audience through organic content.
About: This podcast is produced by Port Side, a content strategy studio that helps outdoor brands become relevant, recognized, and build an audience. Want to learn more about how we can help?
Enjoy this episode and discover other resources below:
Slack Community | Tired of brainstorming with ChatGPT? Join us!
Insight Deck | Want 20 of our favorite insights shared on the show?
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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.
Laura Jastram-Wrend joins Cole live at the HikeExpo to discuss what most outdoor brands are still getting wrong about the power of social. Laura breaks down why social should no longer be treated like an afterthought, how creator ecosystems outperform one-off influencer activations, and why "edutainment" is the new standard for outdoor content.
About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for outdoor brands, rooted in emotion. Want to learn more about how we can help?
Enjoy this episode and discover other resources below:
Slack Community | Tired of brainstorming with ChatGPT? Join us!
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Guest List | Have a Guest in Mind? Share them with us here.
Cole hit the floor at the HikeExpo to interview founders about the reality of running social at a small brand. Is there an alternative to spending $10,000 a month on paid ads in a small business where cash flow is critical?
Maren Hamilton, former Head of Social at The North Face and current Director of Global Brand and Community at popFly. We break down her core thesis: brand is social and social is brand. Maren shares why brands must stop treating social as a downstream channel, how to bring social thinking upstream into campaign planning and what it takes to build a social-first brand.
About:
This podcast is produced by Port Side, a creative production studio creating video strategy + production for active brands, rooted in emotion.
Enjoy this episode and discover other resources below:
Insight Deck | Want 20 of our favorite insights shared on the show?
Booklist | Here's our curated list of recommended books over the years.
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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.
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Resilient businesses are built by building an audience.
In this solo episode, Cole Heilborn challenges the assumption that people inherently care about brand campaigns, product launches, or high-production content, and instead argues that attention must be earned through relevance and value over time.
Drawing from recent conversations, industry observations, and Port Side's own projects, Cole breaks down the growing disconnect between how brands produce content and how audiences actually consume it. While many brands continue to rely on intermittent campaign cycles, the most durable brands are consistently investing in content that serves, entertains, or resonates with their audience.
About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for outdoor brands, rooted in emotion. Want to learn more about how we can help?
Enjoy this episode and discover other resources below:
Slack Community | Tired of brainstorming with ChatGPT? Join us!
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Guest List | Have a Guest in Mind? Share them with us here.
In this episode, Greg Randolph, VP of Marketing at DECKED, and Bridget Noonan, Senior Brand Director at DECKED, break down one of the biggest tensions in modern marketing: brand vs performance.
We talk about the rise of performance marketing, why it worked so well for so long, and why many brands are now hitting a ceiling. Greg and Bridget share how DECKED is thinking about long-term growth, what it actually means to invest in brand, and why community, storytelling, and customer connection are becoming more important than ever.
We also get into the risks of over-relying on paid channels, how to think about creative and frequency, and finding a balance between brand and performance marketing
About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for outdoor brands, rooted in emotion. Want to learn more about how we can help?
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Slack Community | Tired of brainstorming with ChatGPT? Join us!
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Guest List | Have a Guest in Mind? Share them with us here.
What is the value of great creative, and what happens when brands let marketing metrics dictate the work before the idea is even fully formed?
In this episode, Cole sits down with Rafael Oliveira, former Creative Director at Tracksmith, to talk about the role of the creative director, the tension between marketing and creative, and why distinction matters more than ever in a world where so many brands are producing work that looks the same. Rafa shares how Tracksmith approached creative as a long-term brand-building tool, why subtlety is often the marker of great work, and how brands can influence behavior by creating content that makes people feel something first.
They also get into the risk of sameness, why minimum viable creative is the wrong starting point, and how brands should think about making work that adds value beyond the transaction.
About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.
Enjoy this episode and discover other resources below:
Slack Community | Tired of brainstorming with ChatGPT? Join us!
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Booklist | Here's our curated list of recommended books over the years.
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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.
Episode Description
Most outdoor brands share a similar origin story: a founder identifies a need in the wild, builds a product in a garage, and grows a company from there. But as brands scale and growth pressures increase, something often gets lost in "the middle." The result is a sea of epic imagery, interchangeable storytelling, and campaigns that feel indistinguishable once the logo is removed.
Ryan Andrist, a marketing leader whose career spans The North Face, Sea to Summit, and Starbucks, joins the show to explore a persistent challenge in the outdoor industry.
Ryan and Cole unpack how growth pressures can muddy brand clarity and why the consumer insight is more important than ever.
About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.
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Slack Community | Tired of brainstorming with ChatGPT? Join us!
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Guest List | Have a Guest in Mind? Share them with us here.
Episode Description
In this episode, host Cole Heilborn sits down with Ryan Watson, CMO and COO at MTNTOUGH Fitness Labs, to unpack a hot take that should make every outdoor marketer pause: brand marketing for the sake of impressions is dead.
Ryan breaks down why measurement has changed the game, why "one big campaign, one big message" is an outdated operating system, and how the best brands are blending performance rigor with brand-level creativity. We also go deep on community as the next frontier of differentiation.
About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.
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Slack Community | Tired of brainstorming with ChatGPT? Join us!
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Guest List | Have a Guest in Mind? Share them with us here.
In this episode (initially aired on June 18th, 2025), Cole sits down with Chris Burkard—photographer, creative director, adventurer, and storyteller. Chris shares his unique perspective on navigating the constant changes shaping the outdoor industry, creativity, and marketing. They dive deep into the evolving role of creatives in a constantly changing outdoor industry. From the blurred lines between artistry and strategy to the challenges of maintaining authenticity in a data-driven world, Chris shares insights from his expansive career and unique perspectives on storytelling, marketing, and brand-building.
This is part one of a two-part series featuring Chris. If you have a question for Chris on part 2 let us know.
Key Takeaways
- The role of creatives is changing
- The path to success for a piece of creative has changed over the last 15 years
- Many brands are asking creatives to provide directions to a destination that doesn't exist.
- The balance between creative risk and data-backed decision-making
- Opportunities for creatives and feedback
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Booklist | Here's our curated list of recommended books over the years.
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Every company has a brand, but very few have built one intentionally or with differentiation. We use the word "brand" interchangeably with "company," when in reality most companies have never done the work required to intentionally shape what their brand stands for.
In this episode, I sit down with Marc Peruzzi, Creative Director at Cache Seven, to unpack one of the most misunderstood ideas in outdoor marketing: the difference between a company and a brand.
Marc shares why so many outdoor companies lose relevance when they chase "brand building" instead of grounding themselves in real people, real places, and real stories. We talk about authenticity, storytelling, influencer marketing, and why honesty consistently outperforms hype in the outdoor industry.
This conversation is a reminder that brand is not something you manufacture. It is something that emerges when a company knows who it is and who it serves.
About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.
Enjoy this episode and discover other resources below:
Slack Community | Tired of brainstorming with ChatGPT? Join us!
Insight Deck | Want 20 of our favorite insights shared on the show?
Booklist | Here's our curated list of recommended books over the years.
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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.
Does the outdoor industry overindex on brand? Alex Maier, President of OnWater, joins the show to challenge one of the outdoor industry's biggest assumptions: that brand marketing alone drives growth. Drawing from his experience in SaaS and outdoor, Alex breaks down why product marketing is the missing link for many brands, how listening to customers actually fuels innovation, and what outdoor companies can learn from software when it comes to adoption, retention, and trust.
We unpack the difference between brand and product marketing, why emotion still matters in utility-driven storytelling, and how ignoring customer pain points leads to "zombie brands."
About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.
Enjoy this episode and discover other resources below:
Slack Community | Tired of brainstorming with ChatGPT? Join us!
Insight Deck | Want 20 of our favorite insights shared on the show?
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.
2025, almost broke Port Side as a company. But we've grown, grown some more and have rebuilt the business from the ground up. In this episode, Cole shares a raw behind the scenes look at year and the role that the podcast has played in allowing us to come back stronger.
Thank you for supporting us!
About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.
Enjoy this episode and discover other resources below:
Slack Community | Tired of brainstorming with ChatGPT? Join us!
Insight Deck | Want 20 of our favorite insights shared on the show?
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.
Daniel Groh, Chief Brand Officer at SATISFY, breaks down how the brand builds an emotion-first running world that turns casual observers into true fans. He explains why Satisfy treats people as guests, not customers, and how speaking to "people who run" opens the door to more honest, human storytelling. Daniel shares how they use emotional athlete content, localized community runs, and shock-and-awe moments at events like UTMB and Cocodona to create loyalty in a world where loyalty is fragile. He also unpacks their 80/20 creative approach, content "drips and drops," and why the moment a brand gets lazy, whether in product, content, or experiences, its audience will drop them.
About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.
Enjoy this episode and discover other resources below:
Slack Community | Tired of brainstorming with ChatGPT? Join us!
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Shelby Rossi, global brand manager for goggles and helmets at Oakley, digs into what happens when brand and marketing plug into the product development process from day one. Using WTR ICON, Oakley's new surf helmet, as a case study, Shelby explains how a cross-functional "task force" of R&D, UX, product, sports marketing, and brand broke down silos, validated a real consumer problem, and reshaped how Oakley brings innovation to market.
About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.
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Slack Community | Tired of brainstorming with ChatGPT? Join us!
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In this episode, Cole sits down with Chris Whitten, Senior Production Manager at Red Bull, to unpack what separates irreplaceable creatives from the rest. Chris shares lessons from his journey through agency and brand-side production, spanning roles at Saatchi & Saatchi and now Red Bull, and offers candid advice for photographers, filmmakers, and producers who want to build long-term client relationships.
The episode explores how mindset impacts success, why outreach is a creative act, and how to stay top-of-mind in an oversaturated industry. Chris shares practical frameworks for follow-up, positioning, and pitching that make hiring you a no-brainer rather than a gamble.
About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.
Enjoy this episode and discover other resources below:
Slack Community | Tired of brainstorming with ChatGPT? Join us!
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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.
In this solo episode, Cole Heilborn breaks down the differences between a strategist and a filmmaker. When content underperforms, brands often point to the creative execution, but more often than not, the real problem lies upstream in the strategy.
Cole explains the downsides of a passion-led industry, why filmmakers have had to accept responsibility for defining KPIs and audience understanding, how skipping strategy leads to wasted resources, and what questions brands should ask before a camera ever rolls.
About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.
Enjoy this episode and discover other resources below:
Slack Community | Tired of brainstorming with ChatGPT? Join us!
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Guest List | Have a Guest in Mind? Share them with us here.
Some brands treat branded content and campaigns as separate things, one emotional or value-driven, and the other transactional. But what happens when they work together?
In this episode, Trent Marsh, Marketing Director at Riton Optics, joins me to unpack what he calls the marketer's trap, when teams invest in strategies they wouldn't engage with themselves.
Trent shares how to break that cycle by pairing campaigns and content to serve the same purpose, building trust, emotion, and results simultaneously. We discuss how data has given leadership "ammo to kill branding," why every channel deserves a role in your mix, and how omnichannel marketing makes small budgets feel bigger.
You'll also hear why brand coherence matters more than novelty, how to find and keep the right on-camera personality, and why every strong brand needs both campaigns that convert and content that connects.
About: This podcast is produced by Port Side, a creative production studio creating video strategy + production for active brands, rooted in emotion.
Enjoy this episode and discover other resources below:
Insight Deck | Want 20 of our favorite insights shared on the show?
Booklist | Here's our curated list of recommended books over the years.
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Guest List | Have a Guest in Mind? Share them with us here.
Maren Hamilton, former Head of Social at The North Face and current Director of Global Brand and Community at popFly. We break down her core thesis: brand is social and social is brand. Maren shares why brands must stop treating social as a downstream channel, how to bring social thinking upstream into campaign planning and what it takes to build a social-first brand.
Enjoy this episode and discover other resources below:
Insight Deck | Want 20 of our favorite insights shared on the show?
Booklist | Here's our curated list of recommended books over the years.
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Apple Podcast | Want to help us out? Leave us a review on Apple.
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Cole shares a quick reminder about respecting your audience. Ask yourself: Does this provide value? If not, don't hit publish.
About: This podcast is produced by Port Side, a creative production studio creating video strategy + production for active brands, rooted in emotion.
Enjoy this episode and discover other resources below:
Insight Deck | Want 20 of our favorite insights shared on the show?
Booklist | Here's our curated list of recommended books over the years.
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Altra’s Head of Marketing, Reyna Alishio, and Backbone Media’s Senior Director of Strategy, Andy Ralston, take us behind the brand’s seasonal campaign, Experience a New High. We unpack the core insight tying mental wellbeing, social connection, and running to a younger audience; how a one-two punch of broad digital reach plus in-person activation moved awareness and consideration; and why the medium is part of the message when your pop-up is a Dopamine Dispensary. We also get into what went right, what needed rethinking, and how to decide when a big campaign makes sense versus always-on content.
About: This podcast is produced by Port Side, a creative production studio creating video strategy + production for active brands, rooted in emotion.
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Insight Deck | Want 20 of our favorite insights shared on the show?
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Ready to jump start your creativity? Cole Heilborn breaks down Port Side’s playbook for developing ideas that work in the wild. From setting guardrails and asking “why” three times, to building a culture of candor and using constraints, music, boredom, and flow to unlock divergent thinking, this solo episode is for marketers and creatives who want to ship better work, not just talk about it. About: This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns
Enjoy this episode and discover other resources below:
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In this solo episode, Cole Heilborn unpacks the reality of digital fatigue and what it means for marketers. With endless competition for attention, from Netflix to Reddit to YouTube, your audience is already exhausted. They don’t want to be disrupted. They want content that feels valuable, entertaining, and emotionally resonant. Cole challenges brands to stop creating just to “show up” and start designing campaigns that genuinely add something to people’s lives. About: This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns
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In this episode, I’m joined by Dillon Snyder, Creative Director at Vail Resorts. Dillon makes the case that much of today’s marketing output has become the equivalent of “yellow page ads.”
We unpack why so much creative feels homogenized, how overemphasis on bottom-funnel tactics hurts long-term brand health, and why simplicity is often harder than complexity. Dillon also shares his vision for a “reset button” on creative: more collaboration between creatives and marketers, less energy on commoditized tactics, and a greater willingness to take risks that actually give audiences a reason to care.
About: This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns.
Enjoy this episode and discover other resources below:
Insight Deck | Want 20 of our favorite insights shared on the show?
Booklist | Here's our curated list of recommended books over the years.
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What happens when a legacy brand decides to go back to its roots while completely reimagining what it stands for? Mike Donnelly, VP of Marketing, at Superfeet shares the behind-the-scenes process of repositioning Superfeet from a product people don’t see to a brand people feel.
We talk about why “Performance Amplified” became the rallying cry, how to build emotional resonance around an invisible product, and the surprising lessons they learned when media and consumers didn’t react the way they expected.
About: This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns
Enjoy this episode and discover other resources below:
Insight Deck | Want 20 of our favorite insights shared on the show?
Booklist | Here's our curated list of recommended books over the years.
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Is there a simple question to understand the ROI of branded content? Cole reflects on his takeaways from a panel discussion he hosted, the value of brand investments, knowing your audience, long form vs short form, and an update to the rebrand of Port Side
About: This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns
Enjoy this episode and discover other resources below:
Insight Deck | Want 20 of our favorite insights shared on the show?
Booklist | Here's our curated list of recommended books over the years.
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In this episode, I'm joined by Michael Minter, VP of Brand at Sorel, who shares a candid, behind-the-scenes look at the brand’s reawakening. Sorel has been everything from a Canadian work boot to a fashion-forward winter staple, and now it’s entering a bold new chapter.
We discuss what it takes to bring a heritage brand into the future, how to balance instinct and insight in a data-driven world, and why most outdoor content lacks real emotional impact. Michael also breaks down the creative strategy behind their upcoming campaign, “For Bold Steps,” and how brands can avoid the trap of mediocrity by having the courage to be polarizing.
About: This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns
Enjoy this episode and discover other resources below:
- Insight Deck | Want 20 of our favorite insights shared on the show?
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In this episode, MJ Carroll, Brand Director at HEST, unpacks the tension every marketer faces: How much control do you keep, and how much do you let your community shape your brand? We dive into what happens when you hand over creative control, why tension between brand and performance is healthy, and how HEST has built a passionate community by focusing on comfort, connection, and consistency. MJ also shares what she’s learned about content, team dynamics, and why she believes experiential events still have a powerful role in brand building.
About: This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns
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In this follow-up conversation with Chris Burkard, we dive deep into what it really means to take creative risks. Chris shares why physical danger is easier to stomach than financial risk and why most outdoor marketing content falls flat emotionally. We also field audience questions from part one, covering pitching branded projects, giving feedback, the role of feeling in advertising, and the evolving function of creative agencies.
Chris doesn’t hold back; this episode is a masterclass on the emotional and strategic layers of doing creative work that actually connects.
About: This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns
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Cole shares a personal reflection on the state of brand content today and why so much of it is falling short. This episode challenges brands, especially mid-size outdoor companies, to rethink how they approach content creation. Why bother doing it if it’s not driving results? Cole makes the case for content that’s built to solve problems, drive value, and show up creatively in a noisy world. He also includes a litmus test you can use to determine if your content is working as hard as it could.
About: This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns
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If you’re building a brand from the ground up, where should you actually spend your time and money?
Nic De Castro, founder and CEO of LandTrust, joins us to explore this question through the lens of an outdoor startup that’s grown by leading with trust, storytelling, and real-world value.
We dive into why early-stage brands often misplace their marketing bets, how to approach content when budgets are limited, and what it really means to think like a media company even if your intention isn’t to become one. Nic shares the strategies LandTrust used to build brand awareness without paid ads and we discuss when it is appropriate for a startup to invest in branded film content.
About: This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns
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In this episode, Bronwen Foster-Butler, CMO at Finisterre, breaks down how the brand is growing without compromising its identity. We talk about their North American expansion, the tension between polished production and platform-native content, and why user-generated stories often outperform high-budget ads. Bronwen also shares how Finisterre uses a fictional “brand muse” to guide creative decisions, what they’ve learned about emotional storytelling in a data-driven world, and where she thinks AI fits (and doesn’t) in outdoor marketing. About:
This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns
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According to a study by Lions, only 13% of brands are “risk friendly.” Cole unpacks this study, its implications, the future, and ways to make calculated risks. The outdoor industry, though commendable for its investment in branded content, suffers from a lack of creative risk, especially in an economic headwind - yet the data doesn’t lie. It’s actually riskier not to take creative risks.
About: This podcast is produced by Port Side, a creative studio powered by the Backcountry Marketing Filter™, a methodology shaped by 200+ conversations with marketing leaders to turn insight into emotionally-driven video strategy.
Enjoy this episode and discover other resources below:
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In this episode, Cole Heilborn sits down with Mike Lewis, the VP of Marketing and DTC at Bison Coolers, to discuss how a small outdoor brand found itself featured in a Super Bowl commercial without paying a dime.
Mike walks us through how Google handpicked Bison Coolers to represent Texas in its nationwide Gemini campaign, why their family-run story resonated, and how the experience has transformed their marketing approach. From prepping for the massive wave of visibility to capitalizing on newfound brand awareness, Mike shares the real impact of landing on one of the biggest advertising stages in the world.
They also explore the changing landscape of outdoor marketing, how humor is a powerful brand tool, and why storytelling, not just ad spend, breaks through the noise in today’s digital world.
Referenced Topics: * Google’s Gemini Campaign featuring Bison Coolers * Behind-the-scenes footage of Bison’s Super Bowl ad shoot
About: This podcast is produced by Port Side, a creative studio powered by the Backcountry Marketing Filter™, a methodology shaped by 200+ conversations with marketing leaders to turn insight into emotionally-driven video strategy.
- Enjoy this episode and discover other resources below:
- Insight Deck | Want 20 of our favorite insights? Download them here
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Most outdoor brands are creating content, but few are creating content that is emotionally resonant and strategically effective. In this solo episode, Cole reflects on why so many brands are falling short of their creative potential, provides a real life example of how The Backcountry Marketing Filter works, and expands on why Port Side had to evolve.
This podcast is produced by Port Side, a creative studio powered by the Backcountry Marketing Filter™, a methodology shaped by 200+ conversations with marketing leaders to turn insight into emotionally-driven video strategy.
Enjoy this episode and discover other resources below:
Insight Deck | Want 20 of our favorite insights? Download them here
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.
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In this episode, Cole Heilborn sits down with Massimo Alpian, the Global Director of Communications at Tracksmith, to explore the evolving challenges of brand storytelling in today’s fast-paced digital landscape. They dive into the creative philosophy behind Tracksmith’s most successful campaigns, including the "Year of the Amateur" and "Church of the Long Run," and discuss the brand’s unique approach to fostering emotional connections with runners.
Massimo shares insights into why authenticity is key in content creation, how Tracksmith balances long-form and short-form storytelling, and the complexities of measuring ROI in brand marketing. They also unpack the impact of shifting social media trends and how brands can adapt their creative strategies to maintain audience engagement.
Referenced Topics:
- Tracksmith’s "Year of the Amateur" campaign: Watch here
- "Church of the Long Run" project: Explore here
About: This podcast is produced by Port Side, a creative studio powered by the Backcountry Marketing Filter™, our methodology shaped by 200+ conversations with marketing leaders to turn insight into emotionally-driven video strategy.
Enjoy this episode and discover other resources below:
Booklist | Here's our curated list of recommended books over the years.
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Every person who watches your content is silently asking the same question: “Why should I care?” And if your brand doesn’t answer that clearly and quickly, the message won’t land, no matter how beautiful the visuals are.
In this solo episode, Cole unpacks why this question is the real test of whether content works. Drawing from hundreds of interviews with outdoor marketing leaders, he shares common pitfalls brands fall into, how to avoid them, and why answering why it matters is the creative north star for any campaign.
Whether you're planning a brand film, campaign, or product launch, this episode will challenge how you approach content and give you a framework to make sure your story sticks.
This podcast is produced by Port Side. We're a creative studio that blends the best of a creative agency with the executional power of a production company backed by a methodology crafted from 200 marketing leaders that produces emotional and strategic video content.
Enjoy this episode and discover other resources below:
Booklist | Here's our curated list of recommended books over the years.
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If you’re a creative, marketer, or brand strategist, you’ve probably felt the frustration of working on campaigns that lack clear direction. Maybe you’ve been handed a brief and thought, This doesn’t feel right, but you weren’t given the space to challenge it. Or maybe you’ve seen brands struggle to stand out because they’re stuck following trends instead of creating something original.
In this episode, Cole sits down with Matt Trappe—photographer, director, and brand strategist in the running world—to help you understand how creatives can play a bigger role in shaping brand strategy, rather than just executing it. Matt and Cole break down why integrating creative thinking into brand strategy leads to stronger, more authentic storytelling—and ultimately, better results.
Key Topics:
- The tension between marketing and creativity—why brands need both but often default to marketing-led approaches.
- How brands can empower creatives to contribute beyond execution and influence strategy.
- The importance of knowing your audience deeply rather than relying solely on data-driven decisions.
- Why originality and authenticity matter more than ever in an era of mass content production.
- The viral success of the Strava x Chipotle challenge and how great storytelling drives engagement.
This podcast is produced by Port Side. We're a creative studio that blends the best of a creative agency with the executional power of a production company backed by a methodology crafted from 200 marketing leaders that produces emotional and strategic video content.
Enjoy this episode and discover other resources below:
Booklist | Here's our curated list of recommended books over the years.
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In today’s episode, Cole pulls back the curtain on Port Side’s next evolution and reveals a powerful new tool for outdoor marketers. The Backcountry Marketing Filter is a living database built from over 250 insights shared by the brightest minds in the outdoor industry—leaders who’ve mastered the art of creating strategic, emotional, and effective video content.
This isn’t just a resource. It’s the foundation of a new approach.
Port Side is no longer just a production company. We’ve become a creative studio that blends the best of a creative studio with the execution power of a production company.
Curious how it works? Tune in to learn how the Backcountry Marketing Filter can help you identify blind spots, avoid common pitfalls, and pressure-test your brand films, product launches, and campaigns—before they go live
This podcast is produced by Port Side. We're a creative studio that blends the best of a creative agency with the executional power of a production company backed by a methodology crafted from 200 marketing leaders that produces emotional and strategic video content.
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.
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In this episode, Cole Heilborn sits down with Charlie Grinnell, the co-founder and CEO of RightMetric, to unpack the changing landscape of audience behavior, content strategy, and digital marketing.
Charlie shares why outdoor brands aren’t just competing with each other—they’re competing with Netflix, TikTok, and everything else that demands attention. He explains why understanding audience behavior is more critical than ever, how brands should rethink content effectiveness, and why data-driven insights should fuel creative decisions.
They also discuss how brands can avoid making content for a destination that doesn’t exist, the pitfalls of the one-size-fits-all approach to audience personas, and the power of using insights to unlock creative potential.
Key Takeaways: * You’re competing for attention, not just with your industry. Outdoor brands need to recognize that consumers are bombarded with content from all directions. * Audience understanding is no longer optional. If you don’t know exactly who your audience is, where they spend time, and what they engage with, your content won’t perform. * Data and creativity must work together. The best marketing decisions combine strategic insights with bold creative ideas.
This podcast is produced by Port Side. We're a creative studio that blends the best of a creative agency with the executional power of a production company backed by a methodology crafted from 200 marketing leaders that produces emotional and strategic video content.
Enjoy this episode and discover other resources below:
Booklist | Here's our curated list of recommended books over the years.
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In this episode, we sit down with Myles McCutcheon, Director of Content for the Vancouver Canucks, to explore the fascinating parallels between professional sports and the outdoor industry. Myles shares insights on audience engagement, the importance of authenticity, and how sports teams operate like content powerhouses. We discuss the differences in content strategy, the role of athletes versus creators, and what the outdoor world can learn from sports teams' storytelling approaches. If you're looking to refine your brand’s content strategy, this episode is packed with valuable takeaways.
Key Topics:
- Real-time storytelling during live sports games vs. content creation timelines in the outdoor world.
- Balancing evergreen vs. timely content and understanding where each adds value.
- The evolving roles of athletes and creators as key storytellers and ambassadors.
- How budget allocation and social impact initiatives differ between industries.
- The power of emotional storytelling to build human connections and drive audience loyalty
This podcast is produced by Port Side Productions. We are a production company that works with outdoor brands to create effective and emotional videos. To date, we’ve made feature documentaries, video podcasts, product videos, and commercials. The thing that unifies us is our unwavering goal to help brands make effective videos driven by emotion and backed by strategy.
Booklist | Here's our curated list of recommended books over the years.
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Apple Podcast | Want to help us out? Leave us a review on Apple.
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Find Out Why | Curious why a video production company would produce a marketing podcast?
In this episode, Cole sits down with Chris Pew, the CEO and co-founder of TREW, to explore the pressing challenges brands face in standing out in 2024. They dive into the creative heartbeat of the outdoor industry, discussing TREW’s “TREW To You Film” contest—a celebration of community-driven storytelling, self-expression, and creativity.
Chris shares how TREW is fostering deeper connections with its core audience through storytelling and innovative community engagement strategies. The conversation spans the evolution of ski film culture, the role of social media in building authentic communities, and how small brands can leverage creativity to make a big impact.
They also unpack the importance of measuring ROI in creative projects while maintaining the balance between marketing goals and authentic storytelling. With a sneak peek at what’s ahead for the TREW To You, Chris reveals how TREW continues to push boundaries with fresh innovations and a renewed focus on community connection.
Key Takeaways
- Standing out as a brand in 2025 is increasingly challenging.
- Brand storytelling should reflect the values and experiences of the community.
- Community engagement is key to building brand awareness.
- TREW’s approach contrasts with traditional brand films that often promote self-interest.
- With a little creativity, there are ways to carve out a niche in your market
About the Backcountry Marketing Podcast This podcast is produced by Port Side Productions. We are a production company that works with outdoor brands to create effective and emotional videos. To date, we’ve made feature documentaries, video podcasts, product videos, and commercials. The thing that unifies us is our unwavering goal to help brands make effective videos driven by emotion backed by strategy.
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.
This past year has been a year of reflection.
In this solo episode, I share an update about the future of the podcast. As Port Side approaches its 10-year milestone, I reflect on key lessons learned and announce a new, more focused direction for the show. After nearly 200 episodes and years of conversations with marketing leaders, I’ve come to realize that both Port Side Productions and this podcast’s true value lie in helping brands create content that is both emotionally compelling and strategically effective. Moving forward, the show will double down on exploring how to make creative work that truly resonates and delivers results.
This podcast is produced by Port Side Productions. We craft effective, emotionally-powered videos for outdoor brands.
Enjoy this episode and discover other resources below:
Booklist | Here's our curated list of recommended books over the years.
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Guest List | Have a Guest in Mind? Share them with us here.
In this episode, Cole sits down with Robin Thurston, CEO and founder of Outside Interactive, to discuss the importance of inspiring people to engage with the outdoors. They explore the cycle of inspiration, activation, and celebration, emphasizing the role of storytelling and user-generated content in motivating outdoor activities. Robin shares insights on the challenges posed by content overload and the evolving landscape of advertising, while also highlighting the need for brands to adapt to change in the outdoor industry. The discussion also touches on the role of social media in promoting outdoor activities, the necessity of original content for storytelling, and the evolving landscape where brands must act as media companies.
Key Takeaways
- Inspiration is the first step in getting people outdoors.
- The outdoor industry faces competition from technology and indoor entertainment.
- Storytelling remains vital, but the quality of content is declining due to AI.
- Change is constant, and adaptability is key in the outdoor industry.
- Authenticity in storytelling will attract audiences in a content-saturated world
- The outdoor industry must support each other to grow.
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 craft effective, emotionally-powered videos for outdoor brands.
Enjoy this episode and discover other resources below:
Booklist | Here's our curated list of recommended books over the years.
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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, Cole sits down with Chris Burkard—photographer, creative director, adventurer, and storyteller. Chris shares his unique perspective on navigating the constant changes shaping the outdoor industry, creativity, and marketing. They dive deep into the evolving role of creatives in a constantly changing outdoor industry. From the blurred lines between artistry and strategy to the challenges of maintaining authenticity in a data-driven world, Chris shares insights from his expansive career and unique perspectives on storytelling, marketing, and brand-building.
This is part one of a two-part series featuring Chris. If you have a question for Chris that you’d like him to answer in part 2 let us know.
Key Takeaways
- The role of creatives is changing
- The path to success for a piece of creative has changed over the last 15 years
- Many brands are asking creatives to provide directions to a destination that doesn't exist.
- The balance between creative risk and data-backed decision-making
- Opportunities for creatives are ripe
This podcast is produced by Port Side Productions. We help brands make effective video content. Need help standing out? Say hi.
Enjoy this episode and discover other resources below:
Booklist | Here's our curated list of recommended books over the years.
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Find Out Why | Curious why a video production company would produce a marketing podcast?
In this episode, Cole sits down with Kyle Pusateri, Lead Producer at Garmin, to unpack the intricate world of production. Kyle shares insights from his journey through account management to becoming a producer, providing a unique glimpse into Garmin’s creative ecosystem. From managing large-scale productions to collaborating with internal and external teams, Kyle reveals how to balance efficiency and creativity to execute projects that resonate.
Key Takeaways:
- The Importance of the First Six Seconds: Kyle emphasizes the critical role of grabbing attention on social media while maintaining alignment with long-term brand objectives.
- Efficient Creativity: Kyle’s two-word approach to production underlines the need to maximize resources while staying true to the creative vision.
- Navigating In-House vs. External Partnerships: Explore Garmin’s model of leveraging an in-house team while collaborating with external partners for specialized campaigns.
- The Role of Authenticity in Outdoor Media: Learn how Garmin ensures its media remains genuine and relatable by using real athletes and epic environments.
- Future-Proofing with AI and Technology: Kyle and Cole discuss the potential and limitations of AI in production and how storytelling remains at the core of building emotional connections.
Connect with Kyle:
- Website
This podcast is produced by Port Side Productions. We believe that in a cluttered media landscape, standing out requires more than just telling a good story. We partner with brands to cut through the noise, crafting narratives and creative that not only captures attention but also deeply resonate with audiences, ensuring your message doesn't just reach people but moves them. Need help standing out? Say hi.
Enjoy this episode and discover other resources below:
Booklist | Here's our curated list of recommended books over the years.
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Find Out Why | Curious why a video production company would produce a marketing podcast?
In this episode, Cole talks with Kate West, the director and producer of Huckberry Presents, to discuss the DIRT series. They explore the evolution of episodic content, the importance of understanding the audience, and the unique point of view that Huckberry brings to the outdoor industry. Kate shares insights on building trust and community, the significance of authentic storytelling, and the hard work that goes into creating successful content. In this conversation, Kate discusses the intricate process of content creation for Huckberry, emphasizing the significant behind-the-scenes work that goes into producing episodes. She highlights the importance of connecting content to commerce, the role of funding and partnerships, and the balance between quality and quantity in content production.
Key Topics Covered:
- Discovery is a key element in Huckberry's storytelling approach.
- Funding and sponsor opportunities
- Episodic content allows for community building on platforms like YouTube.
- The success of DIRT is rooted in years of foundational work building trust and a point of view.
- Email marketing is a crucial amplification tool.
- Connecting content to commerce is an ongoing challenge.
- There is a saturation of similar outdoor content.
About the Backcountry Marketing Podcast 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. Storytellers by day, podcasters by night. We started this podcast because it's these types of deep, fundamental questions that keep us up at night. Thanks for tuning in!
Booklist | Here's our curated list of recommended books over the years.
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Find Out Why | Curious why a video production company would produce a marketing podcast?
In this Fireside episode, Cole reflects on the challenges and opportunities within the outdoor industry, particularly focusing on the importance of brand storytelling in a competitive landscape dominated by major streaming platforms. He emphasizes the limited time consumers have to engage with brands and the necessity for compelling content that resonates with audiences. Cole encourages brands to rethink their strategies and invest in storytelling as a long-term approach to stand out in a crowded market.
About the Backcountry Marketing Podcast 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. 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, Cole chats with Luke Thorkildsen, COO of Weatherby, and discusses the importance of storytelling in marketing. Since 1945 the brand has been defined by its stories. Today the brand produces podcasts and films to engage a younger audience while maintaining its heritage. Luke talks about ROI, how Meta and Google's restrictions on firearm companies create freedom in marketing, and much more.
Key Takeaways
- Authenticity is crucial for brand connection.
- Weatherby has a rich heritage that informs its storytelling.
- Content creation can be done in-house for authenticity.
- YouTube serves as an important platform for brand storytelling.
- Timing is essential for content release to maximize impact.
About the Backcountry Marketing Podcast 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. If you need help bringing your next video project to life check out our website to learn more. 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, Cole and Steve Holmberg, a veteran of Nike and a professor of consumer research, dive into the importance of consumer research in product development and marketing, discussing how understanding consumer needs can lead to successful products. Steve shares his journey in the industry, the process of conducting effective research, and the significance of insights versus observations. The conversation also touches on innovation in the outdoor industry and the need for a consumer-first approach in research and product development.
Key Topics Covered:
- Consumer research is essential for understanding consumer needs.
- The product creation process starts and ends with the consumer.
- Effective research can lead to innovative products.
- Insights should guide marketing strategies and product design.
- Observations provide factual data, while insights reveal deeper understanding.
About the Backcountry Marketing Podcast 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. 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 Fireside episode, Cole reflects on his conversation with Marc Bock from Gore-Tex. He talks about the importance of storytelling as a marketing tool, emphasizing its role in problem-solving and brand-building, how to justify ROI in storytelling projects and the significance of creating relevant content that aligns with business objectives, media channels, and audience needs.
Key Takeaways
- Justifying ROI in brand storytelling is challenging but essential.
- Efficient planning of production can meet both bottom-of-funnel and top-of-funnel content needs.
- Relevant content requires understanding business, media, and audience needs.
About the Backcountry Marketing Podcast This podcast is produced by Port Side Productions. We’re a video production outfit that believes great marketing is great storytelling. If you need help bringing your next video project to life check our our website to learn more. Otherwise, enjoy this episode and discover other resources below:
Marc's Episode | Tune into Marc's Episode
Booklist | Here's our curated list of recommended books over the years.
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Find Out Why | Curious why a video production company would produce a marketing podcast?
In this episode, Cole sits down with Marc Bock, the global content leader at Gore-Tex, to discuss the intricacies of content marketing and storytelling. Marc shares insights into how Gore-Tex approaches storytelling as a tactic to support its marketing objectives, particularly in engaging younger consumers. He emphasizes the importance of understanding the target audience, building relevant content, developing stories based on business objectives, and justifying ROI in storytelling projects.
Key Takeaways
- Storytelling is a tactic to support marketing objectives.
- Understanding the target audience is crucial for effective marketing.
- Building relevant content requires balancing corporate, audience, and media needs.
- ROI for storytelling projects is justified through the content produced for various marketing functions.
- Gore-Tex's unique position as an ingredient brand allows for timeless storytelling.
Check out the show notes for more insights and the interview transcript
About the Backcountry Marketing Podcast 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, Cole Heilborn takes a deep dive into an approach he calls Problem-First Creative—the philosophy of prioritizing purpose over aesthetics in video production. In an industry bursting with creative options, it’s easy for filmmakers and brands alike to focus on elements like lighting, talent, and locations. But Cole argues that a more impactful approach involves beginning with a clear understanding of the why behind each project. Rather than simply creating eye-catching visuals, he explains why production should first and foremost solve real business problems.
Cole discusses the downside of the content-saturated market, where shouting louder doesn’t necessarily lead to being heard. Instead, he encourages brands to create content that stands apart from the noise by aligning creative work with the unique challenges a brand faces—whether that’s building awareness, educating an audience, or telling an athlete’s story. He shares insights on Port Side’s approach, where projects are structured around brand identity, a deep understanding of the target audience, and a commitment to problem-solving.
This episode is essential listening for anyone in video production or brand marketing who wants to break free from the routine of just following trends and start crafting content that resonates, connects, and drives real results.
Key Takeaways
- How to adopt a Problem-First Creative mindset to create more impactful content
- Why purpose is more critical than aesthetics in video production
- The dangers of pitching stories without a clear understanding of a brand’s needs
- Ways to stand out in an oversaturated media landscape
- The importance of aligning video work with brand identity and audience needs
About the Backcountry Marketing Podcast 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, Cole and Will Truettner discuss the concept of Minimal Viable Creative (MVC) and how it can be applied to creative projects. He emphasizes the importance of constraints in fostering unique ideas and the need to balance creative integrity with business goals. Through a case study that aired during the Tour De Femmes, he illustrates how understanding the audience and focusing on concept over execution can lead to impactful creative work. The discussion also touches on the creative process, the significance of audience understanding, and the challenges faced in production.
Key Topics Covered:
- The MVC concept applies to creative projects just like it does to product development.
- Constraints can lead to more unique and innovative ideas.
- Focusing on concept over execution is crucial, especially with limited resources.
- Understanding your audience is key to creating effective content.
- Creative integrity should align with business goals for maximum impact.
About the Backcountry Marketing Podcast 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, 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.
About the Backcountry Marketing Podcast 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.
About the Backcountry Marketing Podcast 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?
We’re making some changes to the podcast.
The world of media is changing. As I chat with other creative teams, production companies, and agencies everyone is questioning where the world of media is going in the outdoor industry. This is a topic that’s near and dear to my heart and so in this latest episode, I share some changes about what you can expect to see in the podcast lineup of guests.
- Cole
About the Backcountry Marketing Podcast 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, Cole sits down with Robert Sawyer, the Creative Director of Experiential Marketing at Outside. They dive deep into the concept of marketing as a laboratory and how it can be a powerful tool in forging new models for outdoor gatherings. Robert shares insights from the inaugural Outside Festival, revealing the creative processes and challenges behind this innovative event.
Key Topics Covered:
- Marketing as a Laboratory: Robert discusses how marketing can be used as a space for experimentation, risk-taking, and innovation, particularly in the outdoor industry.
- The Power of Outdoor Gatherings: The episode explores the transformative impact of the Outside Festival, not just as an event, but as a movement to reconnect people with nature.
- Cultural Pain Points: Robert highlights the growing issues of loneliness and disconnection in modern society, and how outdoor experiences can serve as a remedy.
- Creating Magic Through Community: Discover the magic formula of "Nature + Community = Magic," and how it guided the creative direction of the festival.
- Behind the Scenes: Robert provides a behind-the-scenes look at the challenges and successes of organizing a large-scale outdoor event, including critical feedback and the lessons learned.
- The Role of Joy in the Outdoors: The importance of joy as a motivator for getting people outside and how it influences the creative strategy for future events.
Learn More About the Outside Festival:
Website: Outside Festival
About the Backcountry Marketing Podcast 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, head over to the podcast website for more details, show notes, transcripts, recommended book readings, and other resources:
In this conversation, Cole and Drew Pautler, Founder and Creative Director of Good Fortune Collective, discuss a thought-provoking topic: what can the outdoor industry learn from mainstream sports?
In this episode, Drew and Cole dive deep into the nuances of cultural participation, community building and newsworthy headlines. They explore how mainstream sports like football, basketball, and tennis have managed to captivate massive audiences and create passionate fanbases. Drew shares insights on the importance of making outdoor sports more inclusive and accessible, shedding light on the potential of community-driven strategies to grow the industry.
Listen as they discuss:
- The psychological and emotional connections that sports fans have with their favorite teams and players.
- The success stories of brands like Nike and Lululemon in integrating into mainstream culture.
- The impact of media and storytelling, with examples like the "Free Solo" documentary and the "Drive to Survive" series.
- Practical steps the outdoor industry can take to attract more participants and fans.
- The significance of innovation and accessibility in fostering a larger, more diverse community.
Links and Resources:
- Good Fortune Collective: Website
- Contact Drew at: whatsup@goodfortunecollective.com
- Follow Backcountry Marketing on LinkedIn
- Have a topic or guest you’d like to hear on the show? Let us know here
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.
In this conversation, Cole and Fitz Cahall, the Creative Director at Duct Tape Then Beer and The Dirt Bag Diaries, discuss the current upheaval in the marketing and media world, emphasizing the impact of fractured audiences, AI, and the shift towards niche content. He explores the challenges and opportunities for creators, brands, and consumers in this evolving landscape. The conversation delves into the importance of storytelling in marketing, the value of curiosity, and the need for long-term vision in brand narratives.
Takeaways
- The current marketing and media world is experiencing a significant upheaval, marked by fractured audiences and the impact of AI.
- The shift towards niche content and the challenges it presents for creators, brands, and consumers is a key theme in the conversation.
- The evolving landscape of marketing and media presents both challenges and opportunities for those involved, requiring a reevaluation of strategies and approaches.
- The significance of considering brand values and the role of storytelling in marketing, as well as the need for a strategic approach during challenging times.
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 conversation, Cole and Diana Ochenrider, the Senior Director of Digital Media, at Backbone Media discuss the changes in performance marketing and what marketers can expect as the industry adapts to privacy laws and cookie deprecation. She shares insight into the balance between brand and performance, a holistic understanding of consumers, and new solutions that might replace cookies.
Takeaways
- The deprecation of cookies presents challenges for targeting and measurement, requiring marketers to find new solutions and approaches.
- Taking a holistic approach to marketing, focusing on brand building and connecting with audiences, is crucial in the changing digital ecosystem.
- Measurement in the future will rely on a combination of approaches, including multi-touch attribution, MMM models, and incrementality
- Creativity and storytelling will play a significant role in marketing
- A holistic approach to marketing, considering all touchpoints, is essential
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 conversation, Cole and Brian Rodine discuss cause marketing from the perspective of a nonprofit organization. Brian is the Director of Marketing and Trailhead Program Manager at Friends of the Colorado Avalanche Information Center. They explore the importance of aligning goals and values between nonprofits and brands and the challenges of navigating partnerships that maximize value for the non-profit and the brand.
Takeaways
- Aligning goals and values is crucial for successful cause marketing partnerships between nonprofits and brands.
- The outdoor industry audience tends to be more discerning and values-driven, requiring genuine and meaningful cause marketing efforts.
- Communication and alignment within a brand's different departments are essential for effective cause marketing strategies. Authentic partnerships between brands and nonprofits require open communication and shared goals.
- Cross-pollination between brand and nonprofit audiences can amplify messages and reach a wider audience.
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.
Summary:
In this episode, Cole sits down with Niclas Bornling, an outdoor industry veteran, to discuss the challenges faced by outdoor brands. They explore the lessons to be learned from the decline of brands like Quicksilver and DC Shoes in the early 2000s and how those lessons can be applied to the current state of the industry. They highlight the importance of understanding the evolving consumer landscape and the need for brands to adapt to the changing preferences and cultural references of younger generations. It emphasizes the need to listen and adapt to the changing cultural landscape.
Takeaways:
- Outdoor brands need to understand and adapt to the evolving consumer landscape, particularly the preferences and cultural references of younger generations.
- The decline of brands like Quicksilver and DC Shoes in the early 2000s serves as a lesson for the current state of the industry.
- The GorpCore trend, while currently popular, may not last forever, and brands should not rely solely on its success.
- Telling relevant stories and offering solutions that resonate with the evolving audience is crucial for the success of outdoor brands. Understanding and connecting with a specific audience is crucial in marketing.
- Brands should surround themselves with diverse perspectives to stay relevant and adapt to the changing cultural landscape.
- Knowing your audience and telling meaningful, relevant stories is key to building a successful brand.
In this episode, Kyle Duford, President and Executive Creative Director at The Brand Leader, discusses the needs of Gen Z and how brands can connect with this generation. He shares the seven needs that Gen Z is looking for, including trust, grace, empathy, acceptance, rituals and recognition, vulnerability, and transparency.
Takeaways
- Gen Z has unique needs that brands should address, including trust, grace, empathy, acceptance, rituals and recognition, vulnerability, and transparency.
- Emotional connection is crucial in marketing, and brands should strive to create meaningful experiences for Gen Z.
- Gen Z is the most hyperconnected yet disconnected generation, and brands have the opportunity to be a source of connection and meaning in their lives.
- The advertising landscape has evolved significantly, with numerous channels and touchpoints available to reach consumers.
- Trust is a crucial factor for Gen Z, and brands need to earn their trust through transparency and authenticity.
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.
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.
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, 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.
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.
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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.
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.
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.
What role does storytelling play as a solution to some of the tectonic forces at play in the outdoor industry? Does it play a role? In this episode, Cole discusses the role of storytelling in the future of the outdoor industry. He explores some of the problems and challenges faced by the industry and how storytelling can be a tool to overcome them. Takeaways
- Storytelling is a powerful tool for brands in the outdoor industry to differentiate themselves in a sea of sameness. - Creativity and strong storytelling are essential in digital marketing, especially as privacy laws restrict targeting capabilities. - Brands have the potential to provide meaningful connection for Generation Z, who are the most connected yet unconnected generation. - As AI tools make content creation more accessible, high-quality storytelling will become even more important to stand out from the noise. - The outdoor industry is facing a decline and needs to reach new audiences by telling stories that resonate with different demographics.
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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.
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Curious how your brand’s storytelling efforts stack up? Take this 9-question quiz to evaluate the health of your brand storytelling.
There’s a forest fire blazing through our industry right now. While destructive, forest fires bring new growth and a healthy environment. In this episode, Josh Weichhand, Vice President of Global Brand Marketing at Rumpl, talks about this inflection point and the changes happening in the outdoor industry.
Takeaways
- Inflection points in the outdoor industry are disruptive but can lead to positive change and growth.
- The industry has faced challenges due to the pandemic, inventory saturation, and the entry of fashion brands.
- Brand differentiation and values are becoming increasingly important in a crowded market.
- Challenger brands may face challenges but also have opportunities to make their mark in the industry. The outdoor industry faces challenges in operating and accessing supply chains, especially during uncertain times.
- Consolidation and shakeups are happening among big players in the industry, leading to potential changes in the landscape.
- Brands need to make strategic decisions and consider their growth plans, taking into account market conditions and consumer demand.
- Focus and discipline are crucial for brand development, allowing brands to cater to their core consumers and create meaningful products.
What makes a compelling story?
There are two ingredients that are crucial to a good story and in this Fireside episode, Cole shares some insights he noticed while attending the premiere of Port Side Production's latest feature documentary film with Athletic Brewing Company.
Check out the film "Inches to Miles"
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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.
//
Curious how your brand’s storytelling efforts stack up? Take this 9-question quiz to evaluate the health of your brand storytelling.
In this episode, Matt Powell shares insights and observations about the economic state of the outdoor industry. It’s common news that the COVID boom than bust has spun the industry into a downward spiral but Matt sheds some new light into the predicament as well as opportunities that could break the industry out of its spiral.
Matt has 51 years of experience in the retail industry and currently advises outdoor + athletic businesses based on data and insights.
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.
An interview is the bedrock of storytelling. It has the potential to make or break the content that’s being produced. In this episode, Cole Heilborn shares tips and tricks after running hundreds of interviews for leading brands in the outdoor industry.
Takeaways
-Preparation and casting are crucial for successful interviews.
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Active listening and asking follow-up questions are essential.
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Interviewers should balance managing and restraining the conversation.
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Creative liberty can be used while honoring the truth of the interviewee's story.
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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.
//
Curious how your brand’s storytelling efforts stack up? Take this 9-question quiz to evaluate the health of your brand storytelling.
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.
Everyone wants to get outside. Time and time again we see headlines about overtourism and the downsides of destination towns being flooded with people. What role does marketing play in fixing this problem? Is marketing to blame? Kylie Kullack is the Head of Client Engagement at STRUCK, STRUCK is an agency that has seen tremendous success driving people to tourist destinations around Utah and in this episode, Kylie shares insights about this evolving conversation from the front lines.
In this episode, Cole and Kylie discuss:
- The future of healthy tourism
- Measuring resident sentiment
- Changing KPIs of tourism success
- AI and tourism
- Marketings role in this problem
You can catch up with Kylie here and learn more about STRUCK here.
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.
What is the value of a loyal audience?
This is a big question that many brands ask themselves as they evaluate whether or not to pursue brand storytelling. In this episode, we explore the dollars and cents of customer loyalty, how brand storytelling builds loyalty with an audience, and how the countless decisions in the filmmaking process are opportunities to either build or break trust with a brand's audience. Takeaways - Brand storytelling helps differentiate a brand and build an engaged and loyal audience.
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Building trust through brand storytelling can have a significant impact on a brand's bottom line.
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Transitive trust is a powerful tool in brand storytelling, where trust in characters on screen translates to trust in the brand.
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Resonating with the audience, choosing appropriate locations, ensuring authenticity, and paying attention to supporting details are crucial in building trust through brand storytelling.
Chapters 00:37 - The Value of Being Different 01:31 - The ROI of Loyalty through Brand Storytelling 03:25 - The Impact of Loyalty on the Bottom Line 04:24 - Transitive Trust in Brand Storytelling 05:49 - Opportunities to Build Trust in Brand Storytelling 06:44 - Resonating with the Audience 07:41 - Choosing Locations that Resonate 08:07 - Authenticity in Brand Storytelling 09:03 - Supporting Details in Brand Storytelling 10:00 - The Importance of Asking the Right Questions //
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.
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Curious how your brand’s storytelling efforts stack up? Take this 9-question quiz to evaluate the health of your brand storytelling.
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.
Liz Esche is the Head of Marketing at Mind Studio, a tech company that is helping revolutionize the AI industry. Liz cut her teeth working in the outdoor industry over the years but recently jumped ship to work in the tech field. In this thought-provoking episode, she shares her insights and observations about AI’s impact on the outdoor industry.
In this episode, Cole and Lindsay discuss:
- The future of websites and personal AI
- Gated vs ungated content and the flood of AI-generated content
- The importance of brand trust in this new future
- Email marketing and other categories AI might disrupt
You can catch up with Liz here and tune in for their upcoming webinar about building automations without code
If you’re liking 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.
The outdoor industry is good at its craft. Maybe a little too good. Every brand is producing products that are tougher, lighter, and more effective than ever before. Our industry has done such a great job of pushing each other to constantly improve that it’s all starting to look, feel, and perform the same.
This is a good problem to have because it brings out the best in everyone. But in a sea of sameness, how do companies stand out if their product alone isn’t discernible? Price point certainly is a factor as are availability, sizing, and colorways but at the end of the day, the only thing that separates a company from their competition is its brand.
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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.
//
Curious how your brand’s storytelling efforts stack up? Take this 9-question quiz to evaluate the health of your brand storytelling.
Helpful Links:
- Read the article
- More storytelling insights
- Sign up for our email newsletter to receive insights like this delivered to your inbox
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
Sakeus Bankson is the Snow and Mountain Bike Catagory Editor at Patagonia, with past roles at The Ski Journal and Freehub Mountain Bike Magazine.
In this episode, Sakeus and Cole discuss:
- Why mountain biking is such a tough category
- The difference between extraction and appreciation
- How to tell stories as a brand
- Thoughts on e-bikes
- How to fight for the places we love to recreate in
And much, much more!
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.
Lindsay Yaw Rogers is the founder of Raw Strategy, an agency that works with high level athletes and leaders throughout the industry on positioning and messaging. She works with the Olympic and paralympic athletes as well as the North Face athlete team.
In this episode, Cole and Lindsay discuss:
- How brands could better work with and equip their athletes
- The differences between influencers, ambassadors, and athletes
- Empowering athletes and employees to be brand ambassadors
- Her hopes for the future of athlete programs in the outdoor industry and beyond
You can catch up with Lindsay here and learn more about Raw Strategy here.
If you’re liking 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.
It's been a long time in the works, but we're excited to announce the launch of our first mini-series.
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.
“Why should I care about this story?” This question is the crux that every story must answer to capture the attention and curiosity of the audience Many outdoor brands tend to tell stories that prioritize physical accomplishment over the human experience, resulting in narratives that lack relatability and emotional resonance. This oversight can leave audiences feeling detached and unengaged, impacting the effectiveness of the storytelling.
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Curious how your brand’s storytelling efforts stack up? Take this 9-question quiz to evaluate the health of your brand storytelling.
Helpful Links:
- More storytelling insights
- Sign up for our email newsletter to receive insights like this delivered to your inbox
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. If you need help bringing a video project to life shoot us an email.
Should we still care about print media? What does the future hold for print?
Zapata (“Zap”) Espinoza has spent his entire life on two-wheels, with stints as a pro-class BMX and motocross racer, started working as the editor of Mountain Bike Action and Motocross Action Magazines in 1986. He’s been a prominent voice in bike media ever since.
In this episode, Cole and Zap discuss:
- The evolution of print media
- What the future holds for print
- How print can transport you to other worlds
- Why print is still a beautiful medium
And much more!
Check out more about Zap and his work here.
If you’re liking 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.
Patience. According to Jordan Williams, patience is the most undervalued tool in marketing.
Our guest for this episode has a pretty impressive resume in the outdoor industry. From Smartwool, to Vail Resorts, to REI, to Red Bull, Jordan Williams has been working in marketing for outdoor businesses for years. He’s here to share his expertise across Marketing, Brand, eCommerce, and Retail.
Jordan joins Cole on this episode to discuss:
- Why marketing requires a lot of patience
- What modern marketing actually is
- Standing something amidst a landscape of uncertainty and chaos
- The importance of getting consumers involved in product development
- Their thoughts on delayed gratification
You can catch up with Jordan over on LinkedIn.
If you’re liking 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.
2023 has been an incredible year of deep conversations and new ideas. We've got a few updates for you as we move into 2024. Thank you for continuing to support the show and we'll see you in the New Year!
-Cole, Emily, Joseph and Angie
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Anik Champoux is the Programs and Marketing Director for Protect Our Winters (POW) Canada. An avid skier, Anik had the privilege of being a ‘ski bum’ early in her career, which led her to take a marketing job at Whistler Blackcomb, staying on through the eventual sale of Whistler to Vail Resorts. After a bit of time with Vail Resorts, she craved more meaning and purpose in her work, which led her to POW Canada.
At POW Canada, Anik focuses on building programming and marketing strategy through the next growth phase of the organization in Canada, enabling them to have maximum impact.
In this conversation, Cole and Anik discuss:
- Protect Our Winters and fighting climate change
- Lessons learned at Whistler Blackcomb and applying them to POW
- What success will look like in a future focused on sustainability
- Progress over perfection
- The role passion plays in marketing
- Building campaigns that get remembered
You can catch up with POW Canada here. And connect with Anik here.
If you’re liking 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.
Building a team is one of the most important aspects of succeeding in marketing, and really, business in general. How do you make sure you have the right people and the right culture to perform successfully?
Our guest on this episode, Sarah Harper Burke, knows a thing or two about building teams. She’s spent her entire career, as she says it, “supporting people to get outside,” holding roles in Sales, Marketing, Operations and more. What really fills her up is creating highly effective marketing teams that can really impact revenue.
In this episode, Sarah and Cole discuss:
- The steps to building a great team
- How to reflect on leadership mishaps you may have made
- How to recognize skill sets and characteristics in your team
- Sarah’s take on the philosophy behind leadership
You can connect more with Sarah on LinkedIn here.
If you’re liking 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.
What do Deuter, Ortovox, Clif, onX, and Salomon all have in common? They have all had the pleasure of having this episode’s guest as an employee.
In this episode, we’re hearing from one of our favorite past guests, Becky Marcelliano, but from a different perspective. Becky currently works at onX as their Senior Access & Stewardship Marketing Manager. In her role, she works across all three verticals of onX (Hunt, Offroad, and Backcountry) to lead program development and promotional efforts of the brand’s access and stewardship initiatives.
In this episode, Cole and Becky discuss:
- How words make the difference between a brand landing or not
- Why language is so critical for messaging your brand
- How language can unite us
- The power of words connecting with our customers
And much more!
Catch up with Becky on Instagram or LinkedIn.
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
As leaders in the outdoor industry, how do we make the best hiring decisions possible? Our guest on this episode helps us break down what hiring looks like in the industry and how to make sure you’re hiring the right person for the job.
Tony O’Neill is the founder and president of Highline Outdoor Group. They are a purpose-driven executive search firm for forward-thinking outdoor industry and sporting goods companies and brands.
In this episode, Tony and Cole discuss:
- The three motivations behind every candidate
- Improving the hiring process so that you don’t lose A-list candidates
- Hiring people, not a resume or a job description
- How to make hiring less painful overall
And much more!
You can connect with Tony over on LinkedIn.
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
James Merrill worked for a decade as a contractor for the United States Agency for International Development and through that work, saw how single-use plastic led to the degradation of natural resources and impacted low-income communities. So, he founded Opolis - a truly sustainable line of sunglasses. They're making sunglasses out of plant-based and recycled plastics.
In this episode, Cole and James chat about:
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what it takes for a consumer to actually CARE about a brand
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if companies still need a strong why to succeed in today's environment
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what types of stories can "break the paradigm"
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the links between what we consume and people impacted around the globe
You can learn more about Opolis here: https://opolisoptics.com/
Or here on Instagram: https://www.instagram.com/opolis_optics/
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
Sharon Scott has held roles in marketing, product development, and buying throughout her career in the outdoor industry. Now, she's the founder of OtterScope.net, fractional and interim product, marketing, and strategy for passion-fueled brands that get people outside, and out of their comfort zones.
In this episode, Cole and Sharon chat about:
- turning insights into a successful product line - repositioning legacy brands as innovators - the signs that a brand needs strategy work
and much more!
You can catch up with Sharon here: https://www.linkedin.com/in/sharon-a-scott/
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
Yoon Kim started out in the outdoor industry in 2010, working in finance before that. He started the outdoor industry's first digital agency in 2010, and the industry's first media conference in 2014, the Outdoor Media Summit.
In this conversation, Cole and Yoon discuss:
- the future of outdoor industry events - why some industry's tradeshows thrive while others suffer - what the biggest threat is to events - the start of the Outdoor Media Summit and how it's evolved
You can learn more about the Outdoor Media Summit here: https://outdoormediasummit.com/
You can also catch up with Yoon here: https://www.linkedin.com/in/yoon-kim-5027b214/
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
So, how can brands continue to connect with audiences in new and innovative ways now that the golden age of branded films is dead? Our guest on this episode will help us learn how.
Lindsey Hagen is the Head of Development at gnarlybay, a full production studio based in Boulder, CO. She oversees all creative development, sales efforts, and marketing for the company. She also directs with a focus on impact storytelling in the branded space.
In this episode, Lindsey and Cole discuss:
- why the golden age of branded films are over
- what problems marketers are facing when it comes to branded content
- with the landscape changing, how brands can still connect with audiences
- creating 360 campaigns to get creative on multiple touch points
And much more!
You can catch up with Lindsey here: https://www.linkedin.com/in/lindsey-hagen-2770b836/
You can learn more about gnarlybay here: https://www.gnarlybay.com/
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
You may recognize this episode's guest from a past episode of the Backcountry Marketing Podcast. As he describes himself, Sam Van Boxtel is "just a climber obsessed with social media." Well, he's much more than that. Sam is a climber and entrepreneur based in Vancouver, Washington. He and his team make up Climbers Crag, the climbing industry's leading social media agency, helping outdoor brands with social media and YouTube management.
Sam joins Cole again on the show, this time to talk about the huge opportunity that is YouTube for all outdoor brands. Listen in as Sam shares some recent insights he's found that are changing his perspective on YouTube for brands.
You can learn more about Sam's company, Climber's Crag here: https://www.climberscrag.com/
You can connect with Sam here: https://www.linkedin.com/in/samuel-van-boxtel-607b74189/
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
Scot Keith is the founder and CEO of One Twenty Three West (123W), an advertising agency in Vancouver. They moved from the garage to an industrial laundromat and now they work in a B-grade building with plywood floors - all to keep the talent high and the overhead low.
In this episode, Cole and Scot discuss:
- how to start an agency
- the power of creativity
- positioning an agency with low overhead and high-caliber talent
- how to manage well but keep autonomy
You can catch up with Scot on LinkedIn: https://www.linkedin.com/in/scot-keith-9560125/
You can learn more about One Twenty Three West here: https://123w.ca/
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
Evan Swinehart is the Director and Partner of Lumenati Productions. After graduating from the University of Colorado with a film degree, Evan spent years shooting and finding work within the outdoor industry as well as the ad world. Eventually, Evan started Lumenati Productions to help serve more brands and projects.
In part 4 of our 4-part storytelling series, Cole and Evan discuss:
- what is happening in the industry overall
- the importance and art of a great creative brief
- analytics versus art
- the importance of a brand's voice
You can catch up with Evan on Instagram: https://www.instagram.com/swiney/
You can learn more about Lumenati here: https://lumenati.com/
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
Tony Sattler is the Executive Vice President of Experience and Insight st Swanson Russell where he helps create innovative strategies and experiences for their key clients while constantly evolving the agency's core research and strategy development capabilities.
In Part 3 of our 4-part Storytelling Series, Cole and Tony discuss:
- how brands can create exceptional experiences
- why data strategy is good for marketing strategy
- leveraging AI to create more robust experiences and engagement with your audiences
- why insight drives great creative
You can catch up with Tony on LinkedIn: https://www.linkedin.com/in/tonysattler/
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
Megan Prettyman is the Marketing Manager at Gear Patrol and joins us on the show to talk about the importance of understanding your audience for storytelling and more.
This is part 2 of our 4-part Storytelling Series.
In this episode, Cole and Megan talk about:
- audience segmentation
- how to use data to tell stories
- what product journalism is and why it is important
- meet your audience where they're at
You can catch up with Megan on LinkedIn here: https://www.linkedin.com/in/meganprettyman/
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
Roo Smith is a commercial/documentary filmmaker and photographer based in Boulder, Colorado. He has produced films for Outside Magazine in Ireland, camera operated for Netflix in the Rocky Mountain West, photographed among indigenous communities in Peru and Ecuador, directed videos with professional climbers in Mexico and has received notable recognition in his hometown of Orcas Island in Washington State for his work telling uplifting stories in the outdoor space.
Roo joins us as part of our 4-part storytelling series to discuss the power and importance of stories.
In this episode, you'll learn:
- about the importance of vulnerability and authenticity in storytelling
- how to create emotion-driven strategies to create meaningful relationships with others
- how to build brand resonance over building company awareness
- why stories help us heal
And much, much more!
You can catch up with Roo at his website: https://roosmith.com/
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
Nick Symmonds is a two-time Olympian turned YouTuber and entrepreneur, hitting over 1 million subscribers. Nick is also a mountain climber, already hitting 44 out of 50 state high points and 2 of the 7 summits.
In this episode, you'll learn:
- how to get started on YouTube
- how brands can win on YouTube
- how to create engaging content
- what challenges we'll see on YouTube in the future
You can check out Nick's YouTube channel here: https://www.youtube.com/@nicksymmonds
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
Brock Ellis is the Creative Director at Mountain Equipment Company, managing all campaign outputs from the creative team, working directly with the Brand Director and VP of Marketing.
Brock joins Cole on the show to discuss what happens when a rebrand goes wrong.
On this episode, you'll learn: - what goes into rebranding - what happens when the rebrand goes wrong / the loss of brand support - how to come back and rebuild the brand
You can learn more about Mountain Equipment Company here: https://www.mec.ca/
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
Patrick Finnegan is the current VP/Account Director at Swanson Russell, a brand and product marketing agency. He focuses on long-term strategy and planning, as well as new business development for brands.
In this discussion between Cole and Patrick, you'll learn about:
- the three types of consumer attention and how to capture them - building narratives that actually make sense for consumers - nurturing your exact audience - pushing a consumer-centric direction at your own company
This is a shorter episode for us but packs a big punch with valuable advice and insight.
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
What is brand maturity and how do you achieve it? Jonathan McKenzie, co-founder of Turtlebox Audio, joins us to teach us exactly that. Jonathan joins Cole to chat about the importance of brand maturity, his journey as a co-founder, and how to keep scaling while staying true to your brand's values.
On this episode, you'll learn: - the definition of brand maturity - how to get your brand to the maturity level you're aiming for - how to measure brand maturity - the definition of "customer spill" - how to keep your brand's core values through growth
You can catch up with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-mckenzie-9118aa13/
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
How does a brand go from a local, small start-up to being one of the biggest brands in their category within just a few years? Athletic Brewing's CMO, Andrew Katz, is here to tell us how.
In this episode, you'll learn: - the importance of the pursuit of progress - how to build true loyalty with customers - the way to grow a brand into a household name - what digital opportunities brands have to build connections with their customers
Andrew is a career marketer with an entrepreneurial spirit. Before coming to Athletic Brewing, he launched a FinTech company, and has led brands and teams for brands like Pepsi, American Express, and Heineken.
You can learn more about Athletic Brewing at their website: https://athleticbrewing.com/
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
Do you struggle to create content that really resonates with your audience? Are you frustrated by shorter attention spans? On this episode, Cole sits down with John Peabody to talk about how to beat the attention economy and create GOOD content that matters.
On this episode, you'll learn: - how to beat the attention economy - how to make the case for REALLY good content - what content consumers are longing for - why branded content is so important
John is an independent content strategist and producer who has a long career in many different content mediums. He spent years of his life as a reporter, but then slowly morphed into a creative strategist.
You can learn more about him at his website: https://www.johnpeabodycreative.com/
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
Jon Bausman has 16 years of marketing experience, both in the outdoor industry and out. His roles have focused on P&L accountability, leading a team, growth marketing, and developing and scaling brands.
Jon sits down with Cole to discuss how to scale a brand in 2023 and beyond, challenging the status quo, and content strategy tactics.
You can catch up with Jon on LinkedIn: https://www.linkedin.com/in/jonbausman/
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
As he describes himself, Sam Van Boxtel is "just a climber obsessed with social media." Well, he's much more than that. Sam is a climber and entrepreneur based in Vancouver, Washington. He and his team make up Climbers Crag, the climbing industry's leading social media agency. In this episode, Cole and Sam discuss the most common mistakes outdoor brands make on social media, the value of social in the outdoor space, why social media is important for brand building, what metrics to track, and much, much more! You can learn more about Sam and Climbers Crag on Instagram: https://www.instagram.com/climbers.crag/?hl=en https://www.instagram.com/climbers.crag.agency/?hl=en You can also see more from him and his team on YouTube: https://www.youtube.com/channel/UCvvFazVkWRLfK1drGvr9fYw This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
Davide Giardini is originally from Lake Garda, Italy, a multisport heaven for cycling, skiing, wind sports, and climbing in the heart of the Italian Alps. He moved to the USA over 15 years ago as a foreign exchange high school student and has been in the country ever since.
While competing at the highest level of sport, Davide has always maintained a foot on the "other side" of the business sports, in sales & marketing roles. Being an active, personable, respected, and highly skilled professional in the communities he serves has given Davide a front-row seat in understanding and leveraging the trends, needs, and wants of athletes.
In this episode, Cole and Davide discuss the relationship between brands and retail, the importance of the human element of the retail shopping experience, the athlete-to-brand relationship, and much more!
You can catch up with Davide here on Instagram: https://www.instagram.com/enduranceproguides/
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
Amanda Smith is the founder and owner of the agency, Monday Creative. Amanda started her career as a writer/editor, then went down the path of brand strategist, eventually ending up running her own agency.
Amanda joins Cole to discuss product sustainability, circularity, regenerative capitalism, as well as overall brand strategy and voice.
You can catch up with Amanda here: - Instagram: https://www.instagram.com/amandaleesmith/ - LinkedIn: https://www.linkedin.com/in/amandaleesmith1/
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
I finally made it to a trade show! SHOT Show ended last week and what a show it was. SHOT Show is a hunting, firearm, and general outdoor show in Las Vegas. For two days, I wandered around the floor and asked folks what their thoughts were on the future of the industry based on what they had observed at SHOT.
I chatted with folks from Outdoor Research, RealTree, ExpertVoice, Carbon TV, and many others. Let us know if you like this style of an episode as it's something we're looking to do more of in the future.
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
This month, we're featuring conversations with leaders who inspire us to lead better teams in the new year.
In this episode, Cole sits down with David Russo, VP of Sales and Marketing in North America at Mammut. David shares his perspective on how to build a team, what it takes to be a good leader, the importance of emotional intelligence (EQ) over IQ, and asking questions and being curious.
If you want to connect with David, you can reach him via email at david.russo@mammut.com or on Instagram: https://www.instagram.com/david.p.russo/
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
This month, we're featuring conversations with leaders who inspire us to lead better teams in the new year.
In this episode, Cole sits down with Ryan Coulter, founder and Chief Creative Officer at the James Brand, a company that makes knives and tools for people who live adventurously. Before founding the James Brand, Ryan spent time at companies like Burton and Nike, amongst others.
Ryan and Cole talk about what it takes to lead a truly creative team. Listen to this one to jumpstart 2023 and your leadership skills!
Catch up with the James Brand on Instagram: https://www.instagram.com/thejamesbrand/
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
Liv Faris started her career in print journalism and then transitioned to broadcast journalism. Eventually, she moved to work at an agency doing a little bit of everything. She has since worked internally at Expedia, and now at Brooks. In her current role, she leads the content production team in Brooks' internal creative studio/agency. In this episode, Cole and Liv discuss when to bring your content production in-house, who and when to outsource your content, how to build a business case to create an internal studio, and much more. You can catch up with Liv on LinkedIn: https://www.linkedin.com/in/livfaris/ This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
Hey Backcountry Marketing family, thank you for making 2022 our best year yet on the podcast. We've got a lot of exciting things in development in 2023 but we're excited to announce that we're launching a video version of the show on YouTube! Head over to our YouTube Channel and hit that subscribe button.
We hope everyone has a great holiday season and look forward to bringing you new conversations in season 4.
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
Adam Cramer is the founder and CEO of the Outdoor Alliance. At the Outdoor Alliance, they mobilize the power of outdoor enthusiasts to protect public lands and waters. As Adam calls it, "conservation powered by outdoor recreation, so to speak."
In this episode, Adam and Cole chat about inciting change, the importance of storytelling in conservation, and how to join the fight for conservation as a brand in an effective way.
Learn more about the Outdoor Alliance here.
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
Tom Moreno started his career in retail at Helly Hansen before joining evo’s first-ever retail store. After 13 years there, he took a chance on a startup called Awayco - trying to offer an alternative to purchasing by connecting consumers with demo/rental products in shops across the globe in Surf, Snow, and Bike. Tom eventually landed at Salomon’s North America office in November of 2020 where he now oversees site operations - from visual merchandising to catalog to working with the digital product team to iterate and refine their website.
Tom joins the podcast to talk about website development, what marketers need to know about websites, user experience, and what trends we should be aware of and following as we head into 2023.
This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
On this episode of the show, we have two guests! Alex Willie and Becky Lyttle from ExpertVoice join us to tell us how to build loyal and true fans, the importance of brand advocacy, and building your brand community.
Alex is a former professional mountain biker turned marketing pro. After his cycling career, he started his career in marketing and eventually landed at ExpertVoice, managing current client partnerships and helping brands build advocacy. Catch up with Alex here.
Becky spent 8 years of her early career with the US Snowboard Team where she gained experience in event management, implementing education, and certification programs. After time in non-profit leadership, she moved into bringing new products to market and managing customer experience at ExpertVoice. Catch up with Becky here.
If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!
David Meredith is the Dirt Marketing Manager for Full Speed Ahead and has been in the bike industry for years, including racing, owning a retail shop, and operating his own international bicycle brand. David comes on the show to share his experience in the bike industry, but also, to share his experience being a human pre-diagnosed with CTE, Stage 4.
In this episode, David and Cole discuss:
- What CTE is (Chronic Traumatic Encephalopathy)
- How CTE impacts how David approaches life
- What we ask of athletes in our industry
And much more.
We want to thank David for coming on our show and sharing his story on this platform. This is an important story and we hope you'll share this with your fellow outdoor community members to seek more understanding and hopefully change gear/policies to make our sports more safe.
If you want to catch up with FSA, you can do that on Instagram.
Do you work at a brand or agency in the outdoor industry? If you need help to bring your next video project to life head over to Port Side Productions.
Kris Hampton (he/him) is a former mural painter and rapper, currently a climbing coach and outdoor industry podcaster who has modeled his business after what he understood - independent hip-hop labels.
In this episode, Kris and Cole discuss:
- the importance of creativity for creativity's sake
- breaking the rules and bucking the trends
- why long-form content wins
- the state of outdoor podcasting
and much more.
You can catch up with Kris on Instagram and on the Power Company Climbing website. Follow along with Plug Tone Audio on Instagram or on their website.
The Backcountry Marketing Podcast is a project from Port Side Productions.
Kris Hampton (he/him) is a former mural painter and rapper, currently a climbing coach and outdoor industry podcaster who has modeled his business after what he understood - independent hip-hop labels.
In this episode, Kris and Cole discuss:
- the importance of creativity for creativity's sake
- breaking the rules and bucking the trends
- why long-form content wins
- the state of outdoor podcasting
and much more.
You can catch up with Kris on Instagram and on the Power Company Climbing website. Follow along with Plug Tone Audio on Instagram or on their website.
The Backcountry Marketing Podcast is a project from Port Side Productions.
Dax Myers has worked in ski travel for over a decade. When COVID shut down travel in 2020, he was laid off right as I started grad school. He used that time to make a big huge pivot into the product side of the outdoor industry. His current role entails handling all of the marketing efforts and strategy for mountainFLOW.
In this episode, Cole and Dax discuss:
- mountainFLOW's background
- Balancing a content strategy between sustainability and performance
- How to balance sustainability with the production of commodities
- How to create a broad awareness funnel
And so much more!
Catch up with mountainFLOW Eco Wax on Instagram or on their website.
The Backcountry Marketing Podcast is a production of Port Side Productions.
Dax Myers has worked in ski travel for over a decade. When COVID shut down travel in 2020, he was laid off right as I started grad school. He used that time to make a big huge pivot into the product side of the outdoor industry. His current role entails handling all of the marketing efforts and strategy for mountainFLOW.
In this episode, Cole and Dax discuss:
- mountainFLOW's background
- Balancing a content strategy between sustainability and performance
- How to balance sustainability with the production of commodities
- How to create a broad awareness funnel
And so much more!
Catch up with mountainFLOW Eco Wax on Instagram or on their website.
The Backcountry Marketing Podcast is a production of Port Side Productions.
Stephen (Stix) Nilsen is the Vice President of Cult Indoctrination at Liquid Death. If you haven't heard of Liquid Death they've recently taken the world by storm and have shocked many with their polarizing, yet creative approach to advertising.
Taking his talents from Pabst and Red Bull, Stix has been tasked with getting cans in hands the only way he knows how.
In this episode, Cole and Stix discuss:
- Liquid Death's approach to marketing
- Why Liquid Death will never hire an agency
- Their legendary projects to date
- The plastic problem we face in the world
- Grassroots event marketing
And much more!
You can catch up with Stix on LinkedIn -
https://www.linkedin.com/in/stevenilsen/
The Backcountry Marketing Podcast is a production of Port Side Productions.
Stephen (Stix) Nilsen is the Vice President of Cult Indoctrination at Liquid Death. If you haven't heard of Liquid Death they've recently taken the world by storm and have shocked many with their polarizing, yet creative approach to advertising.
Taking his talents from Pabst and Red Bull, Stix has been tasked with getting cans in hands the only way he knows how.
In this episode, Cole and Stix discuss:
- Liquid Death's approach to marketing
- Why Liquid Death will never hire an agency
- Their legendary projects to date
- The plastic problem we face in the world
- Grassroots event marketing
And much more!
You can catch up with Stix on LinkedIn -
https://www.linkedin.com/in/stevenilsen/
The Backcountry Marketing Podcast is a production of Port Side Productions.
Chris King is the Brand Director at Outdoor Research. He’s had many different roles in his career, from marketing manager at a finance company to starting his own production company to creative director at an ad agency. And now, he’s landed at Outdoor Research, which he says is his dream job.
In this episode, Cole and Chris discuss:
- brand awareness
- what even IS a content strategy?
- content metrics
- supporting your content strategy with a small budget
And much more.
You can catch up with Chris on Instagram, and check out what Outdoor Research is up to over there as well.
The Backcountry Marketing Podcast is a production of Port Side Productions.
Ariel Macrae is the Marketing & Social Media Manager for Outside Inc. She has spent over ten years in the outdoor industry, in both service and product marketing roles. She started her career working for ski resorts with a big focus on season pass marketing strategies, transitioned into freelance helping startup outdoor product brands, then started working for ROAM Media 2 years ago. ROAM Media was acquired by Outside Inc. last fall and Ariel has since taken the lead on content marketing for the launch of the new NFT creator marketplace Outside.io.
In this episode, Cole and Ariel discuss:
- the Outerverse
- Using this data platform to create more value for the outdoor community
- The controversy of Web3, NFTs, and beyond
- How to know when you're ready to launch a new project like this
And much more.
You can catch up with Ariel on LinkedIn.
The Backcountry Marketing Podcast is a production of Port Side Productions.
Graeme Meiklejohn has done the freelancer sandwich - a couple of years after university as a freelancer, then 5 years at Origin Outside as their lead cinematographer, and now back to full-time freelance.
In this episode, Cole and Graeme discuss:
- the changing production landscape
- how tech is changing client needs
- creative for smaller brands
- gear evolution in production
and much more!
Catch up with Graeme here.
The Backcountry Marketing Podcast is a production of Port Side Productions.
Today, we're revisiting one of our most popular episodes from 2021, our conversation with Maddie Duffy. Give this one a listen if you haven't already, or revisit for some major knowledge dropping.
________________________________________________
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."
Connect with Maddie on LinkedIn and Mystery Ranch on Instagram.
The Backcountry Marketing Podcast is a production of Port Side Productions.
Josh Buesseler has been an industrial design and product strategy consultant for 14 years, with clients in many industries including outdoor. Prior to that, he worked in-house at Cascade Designs, which is now also a client along with SOG Knives.
In this episode, Cole and Josh discuss:
- How brands express themselves through products
- Product design for the outdoor industry
- The benefits of failure
- Design being the intersection of style and user interaction
You can catch up with Josh here on Instagram.
The Backcountry Marketing Podcast is a production of Port Side Productions.
Today, we're revisiting one of our most popular episodes from 2021, our conversation with Ben O'Meara. Give this one a listen if you haven't already, or revisit for some major knowledge dropping.
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.
You can connect with Ben on Instagram here and follow Huckberry here.
The Backcountry Marketing Podcast is a production of Port Side Productions.
Julia LoVecchio is the Director of Marketing at CMH Heli-Skiing and Summer Adventures.
Julia's career has followed a somewhat unique and non-linear path, and as a result she's had the good fortune to gain leadership experience and build management skills across the tourism, hospitality, and communications industries. One element that has remained central to her journey has been a life rooted in the mountains and mountain culture.
In this episode, Cole and Julia discuss:
- the importance of people feeling like their work matters
- her transformative experiences in the mountains
- striking the balance between loyalty and acquisition
- focusing on where the company is going
and so much more!
You can catch up with Julia here and keep up with all things CMH here.
The Backcountry Marketing Podcast is a production of Port Side Productions.
Marc Gutman is an award-winning storyteller, entrepreneur, adventurer, and idealist. But most importantly, Marc loves brands and their stories. He is the founder of Wildstory, a storytelling agency dedicated to helping visionary entrepreneurs and businesses get crazy clarity on their story.
In this episode, Cole and Marc chat about how to build a creative manifesto.
They chat about:
- client engagements are always opportunities to learn
- demanding collaboration
- leveraging the success of past relationships
- brand strategy
and much, much more!
You can follow Marc on Instagram or LinkedIn.
The Backcountry Marketing Podcast is a production of Port Side Productions.
Erica Aarons grew up in MN but has been in the Jackson Hole area for almost 7 years! She worked formerly at a creative agency in Jackson, doing social for mostly Travel & Tourism clients, including Visit Jackson Hole.
After that, she joined Rex Specs, a dog gear company, where she dipped her toes in e-commerce and knew that's where she wanted to be.
She left her role as Marketing Director at Rex Specs and moved to Rumpl in November '21.
Her role as Retention & Engagement Manager at Rumpl allows her to focus on Email, Loyalty, and SMS channels.
On this episode, Erica shares the importance of email and how company-to-customer communication delivers value.
Erica and Cole discuss:
- Customer retention and customer experience
- Customer loyalty
- Conversational commerce
- Targetting and segmenting
and much, much more!
You can follow along with Erica here.
The Backcountry Marketing Podcast is a project of Port Side Productions.
Moez Faruqi is the Head of Marketing at White Duck Outdoors. His role covers all aspects of the marketing side, including SMS/emails, influencers, product marketing, visual content, and more.
In this episode, Cole and Moez discuss:
- How to get into marketing
- Learning on the job
- Differences between a brand and an online retailer
- Why you might pivot away from eCommerce
And much, much more!
You can connect with Moez on LinkedIn here and follow along with White Duck Outdoors here.
The Backcountry Marketing Podcast is a production of Port Side Productions.
Jax Mustafa is a seasoned marketing expert, entrepreneur, and world champion desert runner.
In this episode, Jax comes to us as the VP of Marketing at Erem, a footwear company inspired by the desert and committed to sustainability.
Cole and Jax discuss:
- Working on a company from the ground up
- Launching a brand
- Building a startup marketing plan
- Maintaining your personal passions and health while delivering on an aggressive marketing plan
And much, much more!
You can connect with Jax on LinkedIn.
The Backcountry Marketing Podcast is a production of Port Side Productions.
NFTs, the Metaverse, XR. Technology is transforming all around us. What does it all mean for marketers? Bethany Evans, Senior Marketing Director of Global Brand Management at The North Face, joins us on the podcast to chat about emerging technologies. In this discussion, we chat about:
- NFTs
- Metaverse
- How a brand like The North Face reacts to emerging technology
- When is the right time to engage with emerging technologies as a brand?
- What are the pitfalls in engaging with new tech as a marketer?
and much more!
You can catch up with Bethany here.
The Backcountry Marketing Podcast is a project by Port Side Productions.
What is consumer research, really, and why is it so important?
Megan Averell is the founder of the Insight Inn, a qualitative research and strategy firm, to bring people back into the heart of business decision-making.
In this episode, we chat about:
- how research applies to marketing
- what research can be used for
- the challenges with research
- different types of research
and much, much more!
You can catch up with Megan here: https://mobile.twitter.com/meggatron
The Backcountry Marketing Podcast is a produced by Port Side Productions.
Darren Josey is the VP of Marketing at NEMO Equipment.
Darren sits down with Cole to discuss how to build a non-transactional relationship with your customer, creating better customer relationships at large.
With the huge influx of new folks recreating in the outdoors, there's an enormous opportunity to connect with potential customers outside of their transactions with you.
Darren chats about how NEMO equipment is accomplishing this through inspiring people to get outside and provide training materials for all ability levels.
Follow along with NEMO Equipment here.
This podcast is a project by Cole Heilborn and Port Side Productions.
Social media is constantly changing, new algorithms, new platforms, and new trends are a daily occurrence. As a brand, how do you decide what platforms to be present on? How does your brand communicate on each platform?
These are a couple of questions that Kami York - Feirn answers in this episode. As the Social Media Coordinator at Ruffwear, she is faced with these types of challenges daily.
In addition to this topic, we discuss TikTok for brands, emerging platforms, sales on social media, and the Metaverse.
Follow Ruffwear and Kami on Instagram.
Produced by Port Side Productions and Cole Heilborn.
Our last episode of the freelancer month has arrived!
This week, Cole sits down with John Entwistle, Account Director and Photographer at Origin, an outdoor agency that partners with brands they believe in. Everything they do is about getting more people out there.
In this episode, Cole and John discuss:
-
best practices for working with an agency - what your portfolio should consist of
-
how to stay top of mind with an agency
-
some no-gos you should be aware of in working with agencies
And much, much more!
You can catch up with John at his website or on his Instagram.
The Backcountry Marketing Podcast is produced by Cole Heilborn, owner of Port Side Productions.
Freelancer month continues with a conversation about how to manage clients efficiently and effectively as a freelancer. In this episode, Cole sits down with Maari Casey.
Maari is the Founder & Owner of Uncompany, a freelance collective designed to connect clients with high-caliber talent.
In this episode, Cole and Maari discuss:
- the top challenges freelancers face
- why thinking like a project manager is beneficial as a freelancer
- how to create a sustainable workload and flow
- how can automation aide freelancers and their client relationships
and much, much more!
Catch up with Maari and Uncompany at their website.
Backcountry Marketing Podcast is a Port Side Productions project.
Freelancer month continues with a special Q&A episode with your host, Cole Heilborn.
Cole tackles the top questions that freelancers sent in with the Backcountry Marketing Production Assistant, Emily Holland. We discuss:
- How do you decide what to charge for your services?
- How do you expand your business offerings?
- How do you keep your sanity when it comes to monthly income highs and lows?
- How do you maintain powerful relationships with clients and past clients?
- How do you let clients go that aren't a good fit?
All this and more on this week's episode.
You can catch up with Cole here and with Emily here.
Backcountry Marketing Podcast is a Port Side Productions project.
Freelancer Month! This whole month, we'll be sharing episodes that are geared more towards freelancers and answering the top questions they may have.
How do we interact with money as a freelancer?
In this episode, Justine Mulliez, a business coach who works with creatives, freelancers, and entrepreneurs discusses multiple paradigms of money and how freelancers struggle with this.
We discuss:
- Our preconceived notions about money and how money narratives can be pervasive
- Our general discomfort around money and how we can make money conversations more comfortable
- Pitching and pricing
- Transparency and rates
and much more!
Catch up with Justine at her website or on Instagram.
The Backcountry Marketing Podcast is produced by Cole Heilborn of Port Side Productions.
Freelancer Month! This whole month, we'll be sharing episodes that are geared more towards freelancers and answering the top questions they may have.
For this episode, we sit down with Jon Glassberg. Jon is a Director, Photographer and Professional Cimber. He is the owner of Louder Than 11, a media production company and creative agency based in Boulder, Colorado. He is also the co-founder of the Crux Academy (check out our past episode with Jeremy Jensen, another co-founder at Crux Academy).
In this conversation, Jon shares:
- How he started Louder Than 11 and why type of creative projects he works on
- How to find your focus as a freelancer
- How to balance your business with your personal life
- How to change your niche over time if you want to
- How doing the work will lead to opportunities
And much more!
Follow along with Jon on Instagram or at his website.
The Backcountry Marketing Podcast is produced by Cole Heilborn of Port Side Productions.
How do you find a balance between vision and expectations?
So often in today's culture, we're told to set a goal and work tirelessly to it - sometimes to a fault.
What if we approached our work/life goal setting differently? Without giving up our work ethic, what if we approached life with a little more grace and allowed ourselves to see where the path takes us.
Mason Gravley joins me on the mic to discuss this idea and how he's approached his life this way.
Follow Mason
@alive_adventurer
@adventuresportspodcast
@athleticbrewing Produced by:
@portsideproductions
@backcountrymarketing
@coleheilborn
How is a brand's value perceived?
Perceived value is calculated from a variety of factors. Values, visual presence, quality, and price of the product all play a role in the customer's perception of a brand.
Jonathan Wegner is the VP of Brand at SOG Knives and shares how the SOG brand has suffered from neglect. At one point it was lumped into the "Walmart Quality" standard.
In this episode, he shares how he and the team have worked to re-establish the brand's value that it once held.
Follow SOG:
@sogknives
Produced by:
@portsideproductions
@backcountrymarketing
@coleheilborn
Mike Arzt is the co-founder of The Public Works.
Since starting the video production company Mike has experienced a challenge that many freelancers turned business owners face. Am I the camera person or business person?
This pivot for many is a challenging point in a business. Mike reflects on this journey and provides some feedback on the lessons he's learned through this change over the years.
Follow Mike and Public Works:
@thepublicworks
@arztm
@battery621
Produced by:
@portsideproductions
@coleheilborn
@backcountrymarketing
In this episode, Liz Esche, the Marketing Director at Gnarly Nutrition joins me to discuss the re-brand project Gnarly rolled out.
Re-brands are exciting, but how do you continue to market through a re-brand? How do you manage product package changes while managing website changes, copy, logos, and everything else?
Liz shares behind the scenes how the Gnarly team managed to pull off this entire re-brand.
Follow Liz and Gnarly
@gnarlynutrition
Produced by:
@portsideproductions
@backcountrymarketing
@coleheilborn
This episode is part of our 2021 top episode round-up - it was originally published on 12/14/2021.
In this episode, Nicole Handel, the Director of Marketing at MAMMUT joins me to discuss psychology and the consumer's decision-making process.
Psychology is at the core of everything. We examine multiple intersections of marketing and psychology by dissecting paradigms across the marketing industry as well as some of Mammut's initiatives and processes.
Follow Nicole and Mammut:
@mammutna
@nicolehandel
Produced by:
@portsideproductions
@backcountrymarketing
@coleheilborn
Conor McElyea is the Director of Partnerships and Membership with the Conservation Alliance.
The Conservation Alliance is a membership-based non-profit that helps fund conversation efforts across the continent. To date, they have protected 73 million acres, 3,576 river miles, remove or halted 37 dams, purchased 18 climbing areas, and designated five marine reserves.
Conor discusses the rise in popularity of cause marketing, the opportunities for brands that are members of the alliance, and the exciting work being done at Public Lands for conservation.
Follow the Alliance:
@conservationalliance
Produced by:
@portsideproductions
@backcountrymarketing
@coleheilborn
This episode is part of our 2021 top episode round-up - it was originally published on 09/01/2021.
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 like the 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
What are the differences between an agency and working in-house?
How does an agency view things like: time, meetings, scope creep, and the creative process. Are they different than an in-house team?
Quinn Lanzon is the Director of Marketing at OneUp Components. Previously he worked for 2 agencies and has noticed some differences between the two after jumping the fence.
Quinn shares some of his observations in this episode examining the differences and similarities.
Follow Quinn and OneUp:
@trailgrammar
@oneupcomponents
Produced by:
@portsideproductions
@backcountrymarketing
@coleheilborn
This episode is part of our 2021 top episode round-up - it was originally published on 12/01/2021.
In 2021 the most valuable commodity is attention. As marketers, we all seek to earn the attention of our audience. But how often do we consider our own focus while on the job? Are those trips to the water cooler really helping your creativity? Does keeping your email tab open or closed help or hinder communication?
In this episode, Jeremy Jensen joins me to discuss flow. Many of us are probably familiar with the concept of flow. "Being in the zone" or "runners high" are common names for this neurologic effect happening inside our brain. In flow, we become focused, more creative, and increase productivity. In fact, studies have found that productivity can be increased 500% when in flow. Most of us probably experience this effect while we're skiing, mountain biking or chasing some adrenaline high.
But what if we could trick our brains into flow so that we could get more done? What if we could do a full day's work in half a day?
Jeremy is here to tell us that this is possible. Flow state can be triggered with 22 different triggers. Each of which can launch us into sessions of deep, quality, focused work.
Follow Jeremy:
@jeremyrjensen
Produced by:
@portsideproductions
@backcountrymarketing
@coleheilborn
For a small business owner, adding another task to the to-do list can seem like the straw that broke the camel's back.
Chloe - Anne Swink is a small business owner herself and runs the Chloe - Anne Copy Agency. As a copywriter, she comes across many small businesses that have never actually defined what their core values are. This lack of a foundation can create a number of problems for business owners, who might not even realize it because they're too busy running the day-to-day of their business.
In this episode, she shares some practical, easy-lift steps to help small business owners define their values, organize them, and most importantly act on them.
Follow Chloe - Anne:
@chloe.anne.copy
Produced by:
@portsideproductions
@backcountrymarketing
@coleheilborn
This episode is part of our 2021 top episode round-up - it was originally published on 03/01/2021.
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
We have all heard about the great resignation that's been sweeping the industry. Chris Cashbaugh is the Director of Product Strategy at SOG. In this episode, he discusses the decision he made to switch from marketing to product design.
Finding a new job can be intimidating. Especially if it's in a field that we don't have any experience in. Chris shares his thoughts on how he made the transition, his philosophy on book learning vs real-world learning, and some practical steps for someone looking for a change.
Follow SOG:
@sogknives
Produced by:
@portsideproductions
@backcountrymarketing
@coleheilborn
In this episode, Nicole Handel, the Director of Marketing at MAMMUT joins me to discuss psychology and the consumer's decision-making process.
Psychology is at the core of everything. We examine multiple intersections of marketing and psychology by dissecting paradigms across the marketing industry as well as some of Mammut's initiatives and processes.
Follow Nicole and Mammut:
@mammutna
@nicolehandel
Produced by:
@portsideproductions
@backcountrymarketing
@coleheilborn
57 Hours is a business that connects customers with local guides for adventures.
Viktor Marohnic, the Founder and CEO, joins me on the podcast to discuss the challenges they have faced in streamlining their customer acquisition pipeline.
For many businesses that sell "big-ticket items" or services that require lots of planning a simple social media ad isn't enough to convert a customer. This challenge is experienced throughout the travel industry as many of the purchase decisions are based on logistics.
Viktor shares the strategy he and his team have developed to ease customers into their pipeline and provide value along the way.
Follow 57 Hours: @57hours_app
Produced by: @portsideproductions @backcountrymarketing @coleheilborn
In 2021 the most valuable commodity is attention. As marketers, we all seek to earn the attention of our audience. But how often do we consider our own focus while on the job? Are those trips to the water cooler really helping our creativity? Does keeping your email tab open or closed help or hinder communication?
In this episode, Jeremy Jensen joins me to discuss flow. Many of us are probably familiar with the concept of flow. "Being in the zone" or "runners high" are common names for this neurologic effect happening inside our brain. In flow, we become focused, more creative, and increase productivity. In fact, studies have found that productivity can be increased 500% when in flow. Most of us probably experience this effect while we're skiing, mountain biking or chasing some adrenaline high.
But what if we could trick our brains into a flow state so that we could get more done? What if we could do a full day's work in half a day?
Jeremy is here to tell us that this is possible. Flow state can be triggered with 22 different triggers. Each of which can launch us into sessions of deep, quality, focused work.
Follow Jeremy:
@jeremyrjensen
Produced by:
@portsideproductions
@backcountrymarketing
@coleheilborn
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.
-
Creation story
-
Higher calling
-
Performance
-
True to your core
-
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 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
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:
-
What does it mean to specialize?
-
What does it mean for a brand to specialize?
-
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
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
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
"
What if you could go back in time and ask a founder what they thought about the future of their business?
In this episode, Jensen and Nikolai from Ombraz Sunglasses talk about their startup journey, but also look to the future and do what founders do, dream. Where could they go? What do they want to become? Who are they? At some point in every founders journey they start to ask themselves these questions. It's these answers that are crucial for a companies success.
From the episode:
"After the product, the brand is the most important aspect of our business. We strive to perfect it." "We are about creating a product that has longevity. We want it to be the last pair of sunglasses you're going to buy." "We try to be as genuine as possible with everyone we work with and during everything we do." "We are not trying to shove a product down your throat in our marketing. We are trying to really tell a story about who we are not only as as company, but as people in general." "We're letting our customer take the lead as to where (what industries) we expand the company." Follow Ombraz:
@ombraz
Episode Sponsored By:
Darby Communications
https://www.darbycommunications.com/
@darbycomm
Produced by:
Port Side Productions
@backcountrymarketing
@portsideproductions
In this episode, I'm joined by Rick Wittenbraker the CMO at Howler Brothers. We chat about how the pandemic has affected Howler and how they've chosen to respond to it. Rick shares his perspective on why staying true to your brand through times of duress will lead to success.
From the episode:
"We need to still be us, we can't all of a sudden become something we aren't."
"It wasn't tough [for us to help] the inventory wasn't going to make or break us, we're helping our community and at the end of the day that's why it's brothers plural."
"Being nimble, not thinking you have the answers, being willing to adapt, these are all things that at any moment under duress, I think are opportunities for someone to not just survive, but thrive."
Follow Howler Brothers and Rick:
@howlerbros
@wittrick
Episode Sponsored By:
Darby Communications
https://www.darbycommunications.com/
@darbycomm
Produced by:
Port Side Productions
@backcountrymarketing
@portsideproductions
@coleheilborn
Seven years ago Coalition Snow would have needed an introduction to this podcast. Today however few haven't heard of this women lead company. For seven years they've fought for what they believe, rattled the cages of the snow world, and have made allies and enemies while blazing their own path.
In this episode, the CEO of Coalition Snow, Jen Gurecki shares her perspective on starting the company, becoming a thought leader, and giving a voice to underserved individuals in the snow sports world.
From the episode:
"It's been a process and an evolution of the brand, I think we got to a point where we realized that we were sort of transitioning from a product to a platform."
"People were showing up and wanted to be apart of what we were building, regardless if they were a skier or a snowboarder."
"If we started our company on a mission of inclusivity and diversity in snow sports, we really need to walk that talk."
"There's not a team of marketing professionals sitting around a table trying to come up with a campaign, or what should we say. Everything you see and read and hear is 100% real. Real talk, from us, it's how we feel."
"We don't live in a time where you can be agnostic to the massive social, environmental, and economical problems that we face. Your consumers demand more of you, the world needs you. Stop being afraid and get over yourselves."
Follow Coalition Snow:
@coalitionsnow
Episode Sponsored By:
Darby Communications
https://www.darbycommunications.com/
@darbycomm
Produced by:
Port Side Productions
@backcountrymarketing
@portsideproductions
@coleheilborn
If anyone has doubted whether e-commerce is here to stay, 2020 should have confirmed all of our suspicions. With the abrupt closure of brick and mortar stores, many brands have had to pivot harder and faster to e-commerce than they were planning.
In this episode, Linda Balfour speaks about the last 9 months at Superfeet and the challenges that the brand has had in transitioning to e-commerce quicker than anticipated.
She also discusses how they are trying to bring the in-person experience to the digital world all while still supporting their local gear shops.
From the episode:
"COVID brought us closer together and made us look at how we can do things more efficiently." "Online is going to become more and more essential as we move into the future of consumerism." "How do we bring the benefits of brick and mortar, in person, shopping to an online space." Follow Superfeet: @superfeet Episode Sponsored By:
Darby Communications
https://www.darbycommunications.com/
@darbycomm
Produced by:
Port Side Productions
@backcountrymarketing
@portsideproductions
@coleheilborn
As the snow has started to fall, the summer rush to the outdoors continues into the mountains. With this large influx of new participants, there is a concern for snow safety amongst the industry. Fortunately, Mammut is no stranger to promoting safety in the outdoors. Founded 158 years ago in Switzerland, the brand has born when Kasper Tanner started making ropes for mountaineers.
Maddie Petry is the Marketing Director for the North American division of the company. In this episode, she talks about how they are working to educate these new consumers on outdoor safety all while still engaging with their core brand evangelists and sticking true to their long-term goals for the brand.
From the episode:
"I think where our challenge is, is being at the top of the mountain and coming down the mountain to these people who are just getting into these sports."
"It's always scary to take a step back and say, hey we need to look at this from a smaller scale, a more impactful scale to set up for long-term growth."
"I think the challenge is playing the long game. It's easy for brands to really think [short term]. For us, it was a process of creating a space for our community to come to us."
Follow Maddie and Mammut:
@mammutna
@mads_petry
Episode Sponsored By:
Darby Communications
https://www.darbycommunications.com/
@darbycomm
Produced by:
Port Side Productions
@backcountrymarketing
@portsideproductions
@coleheilborn
In this episode, we dive deep into an underlying problem in American culture as well as the outdoor industry.
Patrick Tullos is the Sr. Manager of Brand Communications and Sports Marketing at Adidas Outdoor. Struggling with anxiety his entire life, he reached the tipping point after overworking himself for a year. Sitting on his couch with his bags packed ready to fly overseas for yet another work trip, Patrick was unable to move and realized something needed to change.
Since then he's decided that nothing ever good happens while sitting at a desk and has allowed himself to enjoy the outdoors. The impact on himself and his work has been incredible.
From the episode:
"For a long time I would say, ok I need to stop drinking caffeine, then I need to stop drinking alcohol, I need to exercise more, and it just wouldn't go away. Ultimately all of those lifestyle changes are good but they're like putting a band-aid on a shotgun wound."
"I always felt indebted because I feel so thankful to be in this industry. I was like, I always need to be working so hard for this industry and the brands I work for."
"We as a culture and we as an industry have to find a middle ground to say it's ok to get outdoors and enjoy it and work hard."
Follow Patrick and Adidas:
@patrick2los
@five_tenoffocial
@adidasterrex
Episode Sponsored By:
Darby Communications
https://www.darbycommunications.com/
@darbycomm
Produced by:
Port Side Productions
@backcountrymarketing
@portsideproductions
@coleheilborn
If you've ever felt like the world has to much stuff then you're not alone. Andrew is the founder of LIVSN Designs and feels the exact same way. Which is why he created a pair of pants that are as comfortable on the trail as they are sitting at a brewery. In his mind, if you're going to make a product that has an environmental impact - you might as well make something that will last and is functional.
In this episode, Andrew shares how his passion for the outdoors and sustainability influences their product design but also influences how they choose to market.
From the Episode:
"Less stuff, better stuff."
"We're trying to market on social media without using cliches and without "losing our soul". We want to remain honest and objective as much as we can." "We try a variety of value propositions in our marketing in an effort to stay objective in our advertising. I.E "High Quality" rather than "Best"" "We want to build a new product that deserves to exist. Make it worth the environmental impact it leaves behind." "If your business only relies on social media, you're going to go broke. You need a good product." Want to support LIVSN? Check out their Kickstarter in February featuring their new EcoTrek pants. Follow LIVSN:
@livsndesigns
Episode Sponsored By:
Darby Communications
https://www.darbycommunications.com/
@darbycomm
Produced by:
Port Side Productions
@backcountrymarketing
@portsideproductions
@coleheilborn
UST is shaking up the outdoor industry. Since 1936, they have been creating survival, camping and outdoor equipment. Recently however the company has gone through some internal transition and the team is using this as an opportunity to change up everything. Seeing a need to reach more consumers in a friendly, open and inviting format. The brand is doing a 180 degree pivot to meet the crowds of people who are exploring the outdoors for the first time.
John Holdmeier is the brand manager at UST and in this episode he shares how and why the company is changing. From product selection, color schemes, brand values, content strategies, to customer personas. The only thing that isn't changing is their passion for getting people outdoors.
From the episode:
"We really try to be intentional about the things that are working well and things that are NOT working well. Then, we try to bring the things that are working well forward as we progress as a brand."
"(When talking about consumer persona exercise) Most brands will come up with one or two consumer personas. We ended up creating seven, trying to be as all encompassing as we could be." "The consumer personas were the most important step to our complete brand refresh. As we do anything for the brand, we reference them and ensure our actions align with them." "[The outdoor industry] Is a crowded market, But, it's growing so there is a lot of room for us to continue to grow into it." "We wanted to approach our product line in a way that is extremely accessible to every outdoor consumer." Follow UST and John:
@ustgear
@johnholdmeier
Episode Sponsored By:
Darby Communications
https://www.darbycommunications.com/
@darbycomm
Produced by:
Port Side Productions
@backcountrymarketing
@portsideproductions
@coleheilborn
Eric Porter has had quite a career as a mountain bike athlete. The highlights include being the first rider to grind handrails on a bike, competing in slopestyle for 8 years, then filming and traveling for multiple big free ride videos.
A few years ago, however, he reached a point where he asked himself what do I want to do? His career as a competing athlete was slowing down but he still had a burning passion for bikes and adventures.
In this episode, Eric shares how he re-branded himself, works with brands today and shares how he feels knowing his YouTube channel has helped countless other people share his love for mountain biking.
From the episode:
"When you find a sport that you love and you're able to go do it and get out of the real world and go ride a bike. It's the best feeling ever."
"As an athlete working with the marketing managers, one of my big things is - how do I make their job easier."
"It's not saying go buy this bike but creating a cool experience around the bike and connecting people. Trying to get the emotions out and get them to feel something. That's how you get the connection with a brand."
Follow Eric:
@portermtb
https://www.youtube.com/channel/UCnzDWHTbEE5UWd3WuQAX6zQ
Produced by:
Port Side Productions
www.portsidepro.com
@backcountrymarketing
@portsideproductions
@coleheilborn
5 years ago Gerber Gear had to beg people to show up at their tradeshow booth and enjoy a beer. Fast forward to today, they've now set the bar high for trade show events that draw people to sit in lines for over 8 hours. One year, one of their ambassadors tried to set the world record for most beer cans smashed with an elbow. Talk about disrupting! The event drew an enormous crowd and is still talked about to this day.
Todd Bischoff, the Global Creative Director, shares how he and his team took the brand from existing to thriving to the point that customers are now getting Gerber tattoos. This type of brand loyalty isn't something that happens overnight. But as Todd says, it's all about positively disrupting your space and really understanding your consumer.
Shot Show Guinness World Record Event Video: https://www.youtube.com/watch?v=pL7qL2B33hc&t=174s&ab_channel=TheSheepdogSurvivalFund
From the episode:
"We tapped the keg and no one showed up. I said from that moment on, that will no longer happen again. People don't know who we are."
"Are we a military tactical brand, are we a camping and hiking brand? There was always this battle."
"We can positively disrupt a trade show by hosting a Guinness World Record event. Or we can come into a retail environment and disrupt a space by doing something no one is doing."
Follow Gerber:
@gerbergear
-
Produced by:
Port Side Productions
www.portsidepro.com
@backcountrymarketing
@portsideproductions
@coleheilborn
Gary is the Communications Marketing Manager at FOX Factory. To say he's done a lot in his career is an understatement. He graduated after studying PR, and the rest has been a winding road.
From reporting, to breaking into the cycling industry as a writer, to helping build Rwanda's cycling tourism, to then helping start a national cycling team in Rwanda, then building cargo bikes for farmers. Gary has done and seen a lot! After transitioning out of the cycling industry, Gary moved to California and ended up at FOX. He's never been afraid of the unknown and has chosen to embrace it.
In today's tumultuous corporate climate due to COVID, Gary reflects on the lessons he's learned over his career.
From the episode:
"Hey, do you want to go to Rwanda? If you're buying I'm flying."
"When you have an opportunity and it seems a little bewildering on the surface, just explore what it means."
"A lot of these experiences have meant that nothing is paved in stone. I enjoyed being classically trained in PR. That helped lay a foundation."
"Don't be afraid to totally jump into a new industry and be confident that the skills learned translate to other industries.
Follow FOX
@fox
-
Produced by:
Port Side Productions
@portsideproductions
@backcountrymarketing
@coleheilborn
www.portsidepro.com
Adam is a man of many talents. He's a creative director, artist, does lettering, mural work, and even finds time to enjoy the outdoors. Based in Colorado, he does a variety of work for clients in the outdoor space and beyond. In this episode, we talk about the place art has in business.
Does it have a place in today's world of statistics, data, and metrics?
From the Episode:
"I think like a designer, but I execute like a fine artist."
"In the world of design, everything is created to solve a problem or to serve a purpose. Check out Adams's work at his website and enjoy the coupon code: OUTDOORMARKETINGPODCAST for 15% off anything in his store. https://www.vicarelstudios.com/shop
Follow Adam:
@adamvicarel
@vicarelstudios
Produced by:
Port Side Productions
www.portsidepro.com
@backcountrymarketing
@portsideproductions
@coleheilborn
Erica Rosen is the VP of Marketing at BioLite. BioLite is on a mission to bring outdoor and off-grid energy to people everywhere one watt at a time. Each BioLite product sold is re-invested into bringing safe cooking, lighting, and charging to families in sub-Saharan Africa. In 2019 alone, they offset 307 tons of C02 and helped 797,000 people.
In this episode, Erica shares how they are working to make BioLite a household name all while carrying out the mission to help improve people's lives.
From the episode:
"BioLite is taking the same technology we are developing for our core outdoor markets and turning them into products for emerging markets."
"A brand is a way to build trust and measure permission."
"Becoming a household name isn't just for dollar and cents success at BioLite. It means that energy is becoming part of everyday conversation and right now we are starting to see that more often."
Follow BioLite:
@biolite
Produced By:
@backcountrymarketing
@portsideproductions
@coleheilborn
In this episode, Austin Whitman, the CEO of Climate Neutral joins me to chat about how his non-profit is trying to combat climate change by empowering businesses to take responsibility for their climate impact. How are they doing it? By letting their brands doing the marketing work.
We also talk about the value of being a sustainable brand and how it can benefit a company beyond a moral conviction.
From the episode:
"I think the absence of government action against climate change has forced consumers to look for other ways to feel like they are doing something to solve the problem."
"Unless the consumer cares, the business doesn't care."
"The ability to drive major movement has been greatly helped by social media."
www.climateneutral.org
@climateneutral
Produced by:
Port Side Productions
@backcountrymarketing
@portsideproductions
@coleheilborn
Adam has been with Peak Design since nearly day one. Working on multiple fronts within the company he's been instrumental in designing (even if by accident) the success of each Peak Design campaign on Kickstarter.
Sometimes crowdfunding is viewed as this magical site where people can show up and give you money - no questions asked. Adam debunks this and in this episode talks about Peak Design's history with Kickstarter as well as things to consider when launching a crowdfunding page.
From the episode:
"The important thing you can do when it's your first time is to establish trust and goodwill." "We were able to do that and show people. I think it helped us parlay a successful campaign into a business that was immediately thriving and immediately profitable."
"Bang for your buck, I can't think of a higher ROI, more impactful way to build awareness and buzz around a product."
"Because of our Kickstarter roots, we learned very quickly, how much being transparent, sometimes to a fault is beloved by your community."
"In my opinion, the thing that makes a Kickstarter successful isn't actually the video. It's the thing you're making."
Follow Peak Design:
@peakdesign
-
Produced by:
Port Side Productions
www.portsidepro.com
@backcountrymarketing
@portsideproductions
@coleheilborn
In this episode Patrick McCarthy the team manager from 686 shares his perspective of the last 20 years as he reflects on his own journey from pro-rider to working on the brand side managing 686's team of world-class ambassadors. We chat about ambassadors vs influencers, social media, and the impact it's had on the sport as well as the value an ambassador team can bring to your company.
From the episode:
"I think it's really important brands (supports riders), I'm really proud of how 686 does this. It's a way to give back to the sport and support the tastemakers."
"Don't try to make it look authentic, don't try to make it look cool, don't try to pose the person, go do it. Do the sports you love."
"Don't think that there is some perfect algorithm to it. Because there's not. The more heart you pour into it, the more you'll get out."
Follow Patrick and 686
@686
@patrickmccarthy
Produced by:
Port Side Productions
www.portsidepro.com
@backcountrymarketing
@portsideproductions
@coleheilborn
Social media is changing, can the giants keep up?
Ian Mathias is the Director of Marketing Creative at Strava. Strava is a social network designed for athletes to share their workouts and encourage others. What's different between Strava and another social platform?
It's all about the process, not the summit.
Embrace the sweat, love the failure, and keep going regardless if you reach the podium. Does this culture sound different than your average social network giant? Sounds kind of nice doesn't it?
In this episode, Ian shares his perspective on why he thinks we are going to see a shift in social media in the future.
From the Episode:
"In doing so (posting) I believe that it creates a sense of shared vulnerability that is missing in other networks."
"How can I have anything to say about your pace if the day before I posted a run that was slower?"
"I could see that becoming the future of networking, how we use the internet - increasingly focused on interest areas."
@ianmathias
-
Produced by:
Port Side Productions
@backcountrymarketing
@portsideproductions
@coleheilborn
Love it or hate it authenticity has become a buzzword in marketing language in the last couple of years. You don't need to sit in a marketing meeting long before this word gets thrown into the mix.
"We need this video series to feel authentic." "Our ambassadors need to be authentic individuals in the sports they represent." We want to tell an authentic story." and the list goes on.
In this episode, Ian McWilliams the Senior Manager of Brand Creative at Klean Kanteen shares his perspective on why it's turned into a buzzword.
From the episode:
"At it's most basic, it's faithful and realistic telling of a story."
"It's unfortunate it's become a buzzword because I truly believe it's such a core concept to the brand marketing we do, especially in the outdoor space.
"One of the problems with the word authentic is it's frequently used, sort of as an adjective within a piece of creative direction.
Follow Ian and Klean:
@kleankanteen
@hayduke1982
www.ianmcwilliams.com
-
Produced by Port Side Productions
@backcountrymarketing
@portsideproductions
@coleheilborn
www.portsidepro.com
Becky Marcelliano is the Outdoor Marketing Manager for North America at Salomon. In this episode, we chat about the connection Becky has to her work and how that affects the decisions she makes.
Like many, Becky has had a non-traditional approach to the industry. Starting as an art teacher out of college, she slowly pieced together her love for people, the outdoors, and art into the job she has now. But like any good story, it wasn't without challenges along the way. Dealing with a chronic illness for most of her life, she has had to learn to overcome obstacles most people don't consider. This has forced her to learn the value of patience and perseverance.
Becky ties all of this together while sharing how her chronic illness affects how she communicates with her customers. As she says "a brand can use marketing to lead with emotion and empathy. People are community-driven and want to feel connected and a sense of belonging." Using her own personal experiences gives her the ability to have honest, authentic conversations with her customers. After all, isn't that what marketing is for?
From the episode:
"Unfortunately it's taught me so much about the long term game of perseverance. I do think it's taught me how to sit tight and keep trucking."
"I think a lot of people give up in the middle and therefore don't get to their long term goals."
"Everyone has a story with struggle and strife that they aren't stoked about."
"As a brand how do we connect with people?"
Produced by Port Side Productions
www.portsidepro.com
@backcountrymarketing
@portsideproductions
@coleheilborn
In this episode, Katie Lasak and Sara Lawhead talk about the work they're doing over at Jetboil. After making a name for themselves in the hiking community for their fast, compact and efficient stoves, Jetboil has continued to apply the same brand values as they've expanded their product lines and worked to go beyond their name.
Jetboil: www.jetboil.com
@jetboil
From the episode:
"Last summer we did a quantitative research study, we met a group of backpackers at the trail. We wanted to understand how they move, how they pack, and what you bring. We were able to really analyze where there is an opportunity for us to make things easier or improve their trip."
"One of the challenges we face is just going beyond our name."
-
Episode produced by:
Port Side Productions
www.portsidepro.com
-
Social Channels
@backcountrymarketing
@portsideproductions
@coleheilborn
Rachel Popp is a co-founder of the PR agency Big Fish Collective. Her agency works with brands like Kelty, Tentree, and Zeal Optics. Fresh out of college Rachel dove headfirst into the ad world cutting her teeth at big agencies. However, after a few years, she realized she needed to find a better career fit so she began to look elsewhere.
Between Outdoor Retailer, a delayed plane, and a glass of wine, Rachel met her future business partner. Fast forward to today in this episode Rachel reflects on the things she learned and challenges she's faced along the way as she's fought for her place in the outdoor marketing industry.
Big Fish Collective: https://bfcollective.co/
From the episode:
"If it wasn't me sharing an idea about social media then people didn't take me seriously."
"After I showed that I had what it took, they were like you're young but ok, let's do it.
"The two things most valuable things about being young is your energy and your passion for what you're about to do."
-
Episode produced by:
Port Side Productions
https://www.portsidepro.com/
-
Social Channels
@backcountrymarketing
@portsideproductions
@coleheilborn
In this episode, Lisa Slagle the founder and Creative Director talks about the founding of her agency, Wheelie. We talk about loving the process, doing work that matters, and how to stick to your values as you and your company grow. She also shares her biggest challenges she's faced building Wheelie into what it is today.
Website: https://www.wheeliecreative.com/
From the episode:
"I think beautiful creative work drives sales"
"It's great to have goals but it is really important to notice if you actually like the process."
"Sticking to your core values is really easy if it's just you. When you open up to collaboration - do our core values as a company include everyone?"
Nate Nichols is the founder of the Palette Group and the co-founder of the Allyship and Action Summit.
Based in New York, The Palette Group is a creative agency that serves its clients through unfiltered creativity and self-expression. Self-expression is such a key component of being creative, but what does encouraging self-expression really mean in the ad industry? As Nate says "If people can't self-express in our industry, then what is our industry?" The truth is there are many people who don't feel comfortable being themselves.
In this episode, Nate shares his personal experiences with racism in the ad industry, how that's affected his life and career path but also what he's chosen to do with the platform and voice he has.
If you're interested in learning more about Allyship and Action check out their website and upcoming webinar on August 4.
https://www.freelancercybersummit.com/events/allyship-and-action
From the episode:
"Brands are just pouring all of this money into finding pockets of culture that can blend their products and their brand ethos."
"I want to make content that inspires culture and society"
"I'm working hard, why don't I have access to things, like a nice apartment or healthy food?"
"How do we get the advertising industry - when they posted a bunch of black tiles on Instagram and did all of these statements, how do we build a forum for people to speak what they're feeling."
Brennah lives in Denver, Colorado, and runs Great Escape Media. Focused on providing in-house quality production and strategy resources, she fills the need between large agencies and the smaller brands that don't need a giant working on their behalf.
The video production world has gone through a tumultuous change over the last 10 years. Through advances in technology and low barriers to equipment, there has been a rise of one man, two-man shops that are producing amazing work. In this episode, we talk about these small shops, what roles they play in the market, and how companies like Great Escape Media fill a gap in the industry.
"There is this personal touch you get with these small shops that you might not get from bigger agencies."
If you want to meet anyone in the bike and snow world, Chad could connect you. He's spent his career working at snowboard and bike brands for the last 20 years. From Jones, Nidecker, Options, YES, Spacecraft, POW Gloves to currently Ride Concepts. Chad has worked closely with each of these company's founders to grow them into who they are today.
In this episode, we discuss a variety of topics including the challenges Chad and Jeremy Jones faced from day one, to the rise of new media. We talk about the role that ski and bike films play in the industry and the future of filmmaking in a "send it" community.
From the episode:
"Take the opinions of others, but don't let that steer your course." (when it comes to building a brand)
"Good brands aren't built on the opinions of your peers, they're built on your opinion and your belief in yourself."
"Media is a way to gain knowledge now"
As a small team, how do you manage 5 very different bike brands? Jill and her team at Alta Cycling deal with this daily as they manage Diamondback, Raleigh, iZip, Redline, Haibike, and Ghost. In this episode, we talk about how they manage and differentiate each of the brands from each other but also from their competitors.
From the episode:
"You can't ignore a brand's heritage, but you do want people to know they are distinct brands."
"Should every brand be in digital? Because then are we cannibalizing our own buy and competing with ourselves?
"Being a bad artist made me a better marketer because it made me think a little more creatively."
Chris Dickey is the founder of an outdoor PR agency named Purple Orange. Working with brands like BioLite, Peak Design and Oru Kayak, Chris and his team kept noticing short-lived results from outstanding PR work.
This troubled Chris and motivated him to build a tool called Visably. Visably provides marketers a way to check their brand ranking against a keyword in search. It's no longer about someone finding your website but recognizing your brand.
In this episode, we cover a wide range of topics from Google's algorithms, brand vs distribution, and advice for new companies on where to invest their marketing dollars.
From the episode:
"How could we have won this big award but not move the needle (for our client)?"
"70% of all traffic goes to the first 5 organic links"
"If you want to know where your brand sits in search, you can't do it right now."
Josh Weichhand is the Marketing Director at Chaco. In this episode, we chat about doing work you believe in and not giving up on the path to doing so.
We also talk about Chaco's use of their brand voice during the Bears Ear protection rollbacks and about Josh's own journey of finding his voice and doing work he believes in. For many, the journey to finding a good fit in a career is not without challenges along the way. For Josh, it took 6 unpaid internships, a summer fishing in Alaska, and a 9-month road trip to finally find his place at a company he had been a customer at since summer camp.
From the episode:
"All of a sudden Chaco found itself on the front lines of this very important conversation in real-time and had some credibility to it because we're an established partner of the National Park Foundation."
"There's something about having this one really great pair of sandals that have been with me through it all and then getting to share it with people professionally."
Jay Matthews is the Director of Marketing at Sitka Gear. Sitka is a high-performance manufacturer and industry leader for hunting apparel and gear. Jay's career started on the football field but when life had different plans he ended up at Nike's SPARQ program. Spending his time learning from the best, Jay left Nike as a brand manager and ultimately landed his dream job at a company that stands for his own personal values.
In this episode, we talk about the commitment to solving a problem with your product over profit, the rise in the conscious consumer and what that means for brands, and how storytelling transcends everything the team at Sitka does.
From the episode: "I think the commitment to earning that trust comes from guaranteeing that the product will do what you say it'll do."
From a young age, John has been fascinated with the ad world. From reading Ad Age magazines in high school to spending the last 23 years working in all disciplines of the industry, John is currently the Chief Strategy Officer at Drake Cooper. In this episode we chat about the role of creativity in the ad world, defining the problem you're trying to solve, the balance between art and commerce as well as John's experience working at the agency his father started.
From the episode:
"We have this little pool of money, who do we focus it on?" "...we have to really define the problem in order to help."
Oru Kayak made a large splash in 2013 by launching the first folding kayak on Kickstarter. Since then they've launched 5 more models, each with a successful ending. Jess Anthony runs Oru Kayak's marketing efforts and in this episode, we chat about what it takes to launch a successful Kickstarter as well as Jess's mission to increase equal representation for all people in the outdoors.
From the episode:
"I think you have a platform for communication, for ideas to move, to spotlight work other people are doing, and to contribute to projects they're doing."
When he's not working with some of the outdoor industry's top brands, Charlie spends his time skiing, hiking, and enjoying time with his family. After spending time in Seattle working at Outdoor Research, Charlie moved to Colorado to bring his talents to the agency, Backbone Media. Backbone is a PR and marketing agency with 70+ clients in the greater outdoor industry. These include Patagonia, Filson, YETI, Sitka and Eddie Bauer.
For Charlie, the work that gives him the most satisfaction is work that combats the effects of climate change. The outdoor industry has made strides in lobbying for Mother Earth but there is more work to be done.
Casey isn't your average guy. From a young age, he's had an urge to break rules and do things differently and it's no surprise that his career has taken him to amazing locations with cool people. He even ran his own backpack company for a while before selling it to a major outdoor retailer.
In this episode, Casey shares a bit about the work he's doing at Fjällräven as well as how he ended up managing content for the Swedish Heritage brand.
Stephen Matthews is the Brand Manager at Rocky Mountain Bicycles. Born from the rocky mountains of North Vancouver, their bikes are tested and designed for the world's toughest terrain.
In this episode, we chat about the sport of mountain biking, the birth of freeride, and why race results aren't the only thing that matters to a brand like Rocky Mountain.
In this episode, I'm joined by Tom and Kyleigh and their two dogs from Freedom Vans. We discuss their origins, the realities of van life and how YouTube has doubled the waitlist on their production timelines.
In this episode, I sit down and chat with Doug Thielen, the marketing director at Filson about the challenges and opportunities of working with a brand that was started in 1897.
We chat about their history, but also how they are using branded films to continue the Filson legacy.
In today's episode, I sit down and chat with Michael Goldstein from The Heist, about his origins shooting mountain bike videos at Whistler to now, shooting commercials for GMC and Lulu Lemon and Jaybird.
In this episode, I sit down with Sean Fields from Gear Aid and talk about how they have built a brand around the idea of failure.
We also talk about Sean's favorite pair of leather boots and the future of recreation.
In this podcast, I sit down with Brian Seales the Creative Director at Ketchup and Mustard and discuss how they as an agency approach solving their client's problems. It might surprise you, but the first step is often the hardest.
We also discuss the latest brand shifts in the energy drink world, look into buying a mattress and talk about where their name came from.