Fireside: Can Storytelling Transform our Industry?
Backcountry Marketing
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...
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Our Industry is at an Inflection Point
Backcountry Marketing
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...
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Fireside: What Makes a Compelling Story?
Backcountry Marketing
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 "" // 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...
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State of the Outdoor Economy
Backcountry Marketing
In this episode, 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...
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Fireside: The Bedrock of Storytelling - Art of the Interview
Backcountry Marketing
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. - Active listening and asking follow-up questions are essential. - Interviewers should balance managing and restraining the conversation. - Creative liberty can be used while honoring the truth of the interviewee's story. // These...
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Stop Marketing My Town - Marketing & Overtourism
Backcountry Marketing
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...
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Fireside: The ROI of Brand Loyalty and Building Loyalty through Brand Storytelling
Backcountry Marketing
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. - Building trust through brand storytelling can...
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AI - The Future is Changing
Backcountry Marketing
Liz Esche is the Head of Marketing at , 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...
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Fireside: Is Your Jacket Really Unique?
Backcountry Marketing
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...
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How Marketing has Impacted the Evolution of Mountain Biking
Backcountry Marketing
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...
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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.
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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.
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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