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90: The Evolving (and Crucial) Role of Sales Reps in Consumer-Centric Strategies, with Dana Caraway

Channel Mastery

Release Date: 06/07/2019

Scott Buelter, Ascent 360 show art Scott Buelter, Ascent 360

Channel Mastery

Scott Buelter, CEO and President of Ascent 360 joins us on this episode of Channel Mastery. Ascent 360 was founded with the mission to build advanced technology that does amazing consumer personalization and bring it to the outdoor industry and specialty businesses and brands. This idea was an incredibly forward thinking idea at the time and I truly believe it has elevated the opportunity for small and mid-sized specialty brands to earn the hearts, minds and trust of their target consumers - a mantra you hear me say often, Channel Masters. If nothing else, 2020 granted us all in specialty...

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Andrew Osborn, Outdoor Research  show art Andrew Osborn, Outdoor Research

Channel Mastery

In this episode of Channel Mastery, I am joined by Andrew Osborn. Andrew became the VP of Brand Creative at Outdoor Research, a beloved Verde Brand Communications client, after years of working in creative studios and on the design side of advertising agencies. He started at Outdoor Research just weeks before Covid-19 hit the states and has played a pivotal role in rebranding and guiding creative efforts throughout 2020 and is leading the charge into 2021. Outdoor Research proved to be the leader of innovation and product development when they pivoted their productions early in the pandemic to...

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Michelle Duffy, Life Time show art Michelle Duffy, Life Time

Channel Mastery

Michelle Duffy, Director of Off-Road Events and Marketing for Life Time leads a small and mighty team with huge hearts and a huge commitment to their event athletes. If you are a long-time listener of the podcast, you have likely heard me talk about my love for Leadville and other events that the team at Life Time puts on annually. If you haven’t heard me talk about it, recaps the significance of the 2019 race for me personally and introduces Kimo Seymour, SVP of Operations at Life Time. Understanding my own personal love for the events they host, it was obviously unfortunate that almost...

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Earl B. Hunter, Black Folks Camp Too show art Earl B. Hunter, Black Folks Camp Too

Channel Mastery

Earl Hunter, President and founder of Black Folks Camp Too joins Kristin Carpenter and Alice Baker on this episode of Channel Mastery.  Black Folks Camp Too is a marketing-driven business with a mission to increase diversity in the outdoors. He and his son took a three-month road trip, staying at campgrounds across America and in those three-months, he saw only one other black family. It was through this experience and more, that he began his mission to help bring people of color into the outdoors.  Earl’s passion, energy and enthusiasm is infectious. He challenges brands and...

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Eric Porter, Diamondback  show art Eric Porter, Diamondback

Channel Mastery

Eric Porter is a professional mountain biker that I have worked with over the years in a variety of different ways. At the end of every year, he’s traditionally planning his trips for the new year, but just like so many of us in 2020, he had to change how he approached this past year. With cancelled trips, races and essentially all plans, he pivoted to focus on video production and ramped up his Youtube Channel - Porter MTB - over the past year. His goal throughout the year was reaching 100k follower and for him, he’s committed to turning out high quality videos, ensuring the videos he...

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Steve Matous, NICA  show art Steve Matous, NICA

Channel Mastery

The year 2020 will forever be defined for outdoor recreation with the word “Boom.” That’s especially true in cycling. In April, bike sales grew 75% year over year and in June, 63% according to Axios. Creating a more inclusive, welcoming community for newcomers has always been a focus of Steve Matous, President of NICA, but especially during the bike boom of 2020 and the pandemic. Steve was last on the show in August of 2019 for Episode 98 and I am stoked to have him back to Channel Mastery at this critical time. Steve’s insights shed light on how NICA has spent the last nine-plus...

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Cassie Abel, Women Led Wednesday show art Cassie Abel, Women Led Wednesday

Channel Mastery

This week on Channel Mastery, I’m pleased to introduce you to Cassie Abel, who is spearheading , an online shopping event taking place on November 25th, 2020. This annual event joins together 400 women-founded brands across multiple industries and is a solution to try and keep the acceleration going on developing women in leadership. As part of Channel Mastery’s justice, diversity, equity and inclusion series, we are elated to offer a platform here on the podcast that helps people who may need more visibility and elevate their voices and their missions.  Whether we realize it or not,...

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Ashley Korenblat, Outerbike and Your Friend in the Bike Business show art Ashley Korenblat, Outerbike and Your Friend in the Bike Business

Channel Mastery

This year brought countless challenges, but 2020 also granted us with opportunities we likely didn’t expect for some of our businesses and brands.  Outerbike, the premier experiential consumer cycling event dedicated to helping mountain bikers and gravel grinders find their perfect bike, stepped up in a unique way in 2020 instead of retracting and taking figurative shelter. When were cancelled, the small and mighty team designed and launched a digital tool designed to help lead consumers to the bike that’s best for them.  And what a necessary resource! Please add in stats on...

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Nancy Guinn, Dog Krazy show art Nancy Guinn, Dog Krazy

Channel Mastery

Hello my friends and welcome to episode 149 of the Channel Mastery podcast.  It’s the end of October 2020 as I’m recording this - we have a big day happening next week. It’s a lot, isn’t it? This election? What I have planned for you today is a light respite from the rhetoric you may be being bombarded with on EVERY CHANNEL known to man and woman kind - right now. So…. Let’s drop in!  Channel Mastery exists to level the playing field for specialty brands as the competition continues to climb around reaching, engaging and converting today’s consumer. Winning their...

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Aaron Foley, Director of the Black Media Initiative at the  Newmark Graduate School of Journalism, CUNY show art Aaron Foley, Director of the Black Media Initiative at the Newmark Graduate School of Journalism, CUNY

Channel Mastery

Today, Verde launches the first of a regular monthly episode series featuring resources and solutions to ensure people of color are more comfortable identifying as part of the outdoors communities. Verde is committed to strategically using our reach and the reach of our clients to welcome a more diverse participant base into the incredible outdoor community!  Today’s guest on the Channel Mastery podcast is Aaron Foley, who was named Director of the Black Media Initiative at the in June of 2020. The collective goal in his new role is to increase the potential for community media. This...

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I have the pleasure today of speaking with one of the absolute best in the business, Dana Caraway, founder of Caraway & Co. Dana and her team are redefining the value equation of what sales reps provide to brands and retailers today – across all channels. 

What’s particularly compelling about Caraway & Co.’s approach is its long-term view of the specialty markets and the people that give them such vibrancy. Numbers matter. Sell-through is crucial. But Dana’s approach to fostering the joy and dedication to these markets is really what sets her and her team apart.