Tectonic Forces are Changing the Industry - Will We Listen?
Release Date: 07/03/2024
How Tracksmith Builds Emotional Brand Stories
Backcountry Marketing
In this episode, sits down with , the Global Director of Communications at , 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...
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The Simple Question That Can Make or Break Your Content
Backcountry Marketing
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,...
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Bad Creative Briefs and Bold Ideas
Backcountry Marketing
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, sits down with —photographer, director, and brand strategist in the running world—to help you understand how creatives can play a bigger role in shaping brand strategy,...
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What We've Learned From 200 Episodes | The Backcountry Marketing Filter
Backcountry Marketing
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...
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Your Outdoor Brand is Competing for Attention—And Losing
Backcountry Marketing
In this episode, sits down with , the co-founder and CEO of , 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,...
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Content in Motion: Traditional vs. Outdoor Sports
Backcountry Marketing
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....
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TREW Gear - Creating a Branded Film Festival
Backcountry Marketing
In this episode, sits down with , the CEO and co-founder of , 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...
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The Future of this Podcast
Backcountry Marketing
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...
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Inspire, Activate, Celebrate: Outdoor Storytelling with Robin Thurston
Backcountry Marketing
In this episode, sits down with , 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...
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Navigating Change: Chris Burkard on Creativity, Risk, and Authenticity
Backcountry Marketing
In this episode, sits down with —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...
info_outlineIn 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.
Takeaways:
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Outdoor brands need to understand and adapt to the evolving consumer landscape, particularly the preferences and cultural references of younger generations.
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The decline of brands like Quicksilver and DC Shoes in the early 2000s serves as a lesson for the current state of the industry.
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The GorpCore trend, while currently popular, may not last forever, and brands should not rely solely on its success.
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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.
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Brands should surround themselves with diverse perspectives to stay relevant and adapt to the changing cultural landscape.
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Knowing your audience and telling meaningful, relevant stories is key to building a successful brand.