Marketing as a Laboratory: Crafting Outdoor Magic through the Outside Festival
Release Date: 09/11/2024
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...
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Inside the Creative Process with Garmin’s Lead Producer, Kyle Pusateri
Backcountry Marketing
In this episode, sits down with , 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...
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Huckberry’s DIRT Uncovered
Backcountry Marketing
In this episode, talks with , 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...
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Streaming Wars: Why Outdoor Brands Need a Strategy
Backcountry Marketing
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...
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Storytelling and Heritage: How Weatherby Engages the Next Generation
Backcountry Marketing
In this episode, chats with , 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...
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A Field Guide to Designing Product Based on Consumer Needs
Backcountry Marketing
In this episode, and , 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...
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Fireside: Creating Relevant Content with Gore-Tex
Backcountry Marketing
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...
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Crafting Relevant Content and Maximizing Storytelling ROI at Gore-Tex
Backcountry Marketing
In this episode, sits down with , 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...
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Fireside: Problem-First Creative: Prioritizing Purpose Over Story in Video Production
Backcountry Marketing
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...
info_outlineIn 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:
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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.
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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.
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Cultural Pain Points: Robert highlights the growing issues of loneliness and disconnection in modern society, and how outdoor experiences can serve as a remedy.
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Creating Magic Through Community: Discover the magic formula of "Nature + Community = Magic," and how it guided the creative direction of the festival.
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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.
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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: