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94: Retail Expansion: The Growth of a Specialty Gear Store

Channel Mastery

Release Date: 07/16/2019

 2020 Holiday Summit, 3-part interview with David Howell, Ryan Riggs and Kelly Ramirez show art 2020 Holiday Summit, 3-part interview with David Howell, Ryan Riggs and Kelly Ramirez

Channel Mastery

This episode combines three interviews, which took place during a 3-day interview sprint with some of our most popular and knowledgeable Channel Mastery guests. David Howell of Howell and Associates, Ryan Riggs of Pattern and Kelly Ramirez of Prismatic, joined me for the first ever Verde Brand Communications and Channel Mastery Holiday Summit.  They are absolute knock-outs for when it comes to specialty business experts and they’re here today to help offer tips and guidance for all of us leading into holiday and finishing 2020 as strongly as possible. Each of these speakers bring a...

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A few weeks ago, I had the honor of doing my second interview for the Outdoor Biz podcast, a show produced by podcast leader Rick Saez. It was refreshing to be interviewed about the Academy, and franky, to be the interviewee and not the interviewer. The episode turned out super well for a couple of reasons: 1 - It definitely outlines who the course is for, why we launched it, and the intentional timing of our launch (it very much serves specialty brand and business leaders transforming during a pandemic and recession while balancing living through palpable social unrest in the world) 2 - This...

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Roy Steves, Co-founder of StatBid show art Roy Steves, Co-founder of StatBid

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Channel Masters are very entrepreneurial in how they think and approach problem solving. In fact, when they have a problem they can’t find solutions for, they  build the solutions themselves. That scrappy approach is what makes us inherently nimble.  Roy Steves, my guest on today’s episode, is one scrappy problem-solver, and his client base is grateful for that. In this episode, you’ll hear right from the beginning - the founder’s story of Roy’s company Statbid, that he ushered in a new approach to paid search, one that put the client first. That approach is more...

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Chris Steinkamp, Principal and founder, Baselayer Group show art Chris Steinkamp, Principal and founder, Baselayer Group

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For the past five-plus months, through the COVID pandemic, recession and also, the social unrest that’s become part of our day-to-day lives as we shepherd our businesses, we’ve been talking around the importance of connecting your brand to a cause.  Today, we start a series on Channel Mastery about how to take action on that super important goal.  Connecting your specialty brand with social justice, social impact or a cause is not a nice-to-consider any longer - it’s a must do. No matter how you refer to it, it’s the action of having your brand stand for something and taking...

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Replay of Outdoor Retailer The Weekly Chat Webcast with  Doug Schnitzpahn and Kristin Carpenter show art Replay of Outdoor Retailer The Weekly Chat Webcast with Doug Schnitzpahn and Kristin Carpenter

Channel Mastery

This Channel Mastery episode originally aired as a live webcast produced by Outdoor Retailer in late June 2020. The webcast, The Weekly Chat, is an extension of The Weekly, a digital magazine for Outdoor Retailer. It launched in the face of the pandemic and economic shutdown and was very well attended by Outdoor Retailer’s audience.  Channel Mastery host, Kristin Carpenter, was asked to appear on the show with Doug Schnitzpahn to discuss the battle for trust, and engagement, and how more traditional media institutions can serve today's ever evolving consumer as they search to build...

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Ryan Eittreim, Sales Director of Consumer Products, Wintersteiger show art Ryan Eittreim, Sales Director of Consumer Products, Wintersteiger

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Though it’s still a few months away, the Winter 20/21 season will be here before we know it. Specialty businesses and brand leaders are in the throes of preparing for business with new best practices in the COVID-era. On this episode of the Channel Mastery podcast, I sat down with Wintersteiger’s Sales Director for Consumer Products, Ryan Eittreim. Wintersteiger is the leader in service and rental solutions for the ski and snowboard industry. Ryan’s led a super interesting initiative that Wintersteiger is producing for the specialty community: A best practice guide to serving consumers...

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David Howell, Managing Partner and founder, Howell & Associates show art David Howell, Managing Partner and founder, Howell & Associates

Channel Mastery

We’re on the verge of August, 2020, which marks a shift into a new selling season, a kick-off into a key planning window for the coming year, and also, puts Black Friday, Cyber Monday and Holiday on the near horizon.  Episode 140 is the start of our brand-new season of the Channel Mastery podcast. David Howell is managing partner and founder of Howell & Associates. He has helped hundreds of fortune 500 and specialty brands with selling online, keeping brand and pricing parity and offers valuable insights from the trenches. So, if you’re wondering how COVID-19 impacted the Amazon...

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Matt Heitmann, Chief Marketing Officer at Pro’s Closet show art Matt Heitmann, Chief Marketing Officer at Pro’s Closet

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The continues to revolutionize the way people buy bikes. The company offers a very innovative channel strategy that enables consumers to buy used bikes easily online. They build trust with their 141-point inspection process and keep cyclists in their ecosystem with an easy to join and engage with approach where a cyclist is offered the option to trade in a bike and get a new one every year. They’re a retailer of all bike brands, have an incredible bike museum, and are amassing an incredibly unique data set as more and more cyclists discover the site.  And a lot more cyclists are...

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While consumer behaviors continue to shift, one trend is here to stay: Our consumer is just plain comfortable being online now, for the entire decision and purchase journey. And with that, the battle for their attention is at an all-time high.    Today’s guest is like a secret weapon for specialty brands struggling to engage and serve their target consumers. Kelly Ramirez is the founder and Chief Growth Officer of Prismatic, a Bozeman, Montana-based specialty brand growth agency. She has a background in-house at Google, and a love for small brands taking an artisan approach to...

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More Episodes

As any specialty retailer knows, this is not a decision that’s made lightly. In a two-part series, I’ll be interviewing Kimberly Grogan, co-owner of Dash-Sports, to document the expansion. In this first episode, we drop in on the reasoning behind their decision to expand, why the time is now, and what strategies she and her partner/husband are employing to up the odds for success. The second will be about how the Grogans worked with their key brand partners to make a rolling, month-long grand opening a success.

The Grogans have complete focus on serving their target consumer and this show is a case study of how one specialty retailer was literally pushed by its devoted community for an expansion.

Dash-Sports (currently transitioning from its former name, Gear for Multisport) is also an excellent example of a retailer activating multiple channels toward a single goal: to engage and to be of service to its customer. Every decision they make is oriented toward providing a better experience for their consumer, and supporting and encouraging their consumers’ active lifestyles. Dash-Sports turns customer lifetime value into a guiding philosophy, not just a metric.