loader from loading.io

111: Annelise Loevlie, CEO, Icelantic Skis

Channel Mastery

Release Date: 11/26/2019

Kristin Carpenter, Consumer Psychology Through the  Coronavirus Crisis and Beyond show art Kristin Carpenter, Consumer Psychology Through the Coronavirus Crisis and Beyond

Channel Mastery

NOTE: This episode originally aired as a on Thursday, April 2nd, 2020.    We study consumer behavior a lot in this community. It’s without a doubt one of the absolute core areas of focus for any Channel Master.    Because of that, I’ve been asked repeatedly what my take is on how the pandemic will affect consumer behavior. In this episode, I’m laying the groundwork for our forthcoming work around this, Channel Masters. Yes, today we take our first swing at how a ‘typical’ consumer recession mindset could look like when paired with a global pandemic.   ...

info_outline
Steve Kennedy, Gearheads Outdoor Store show art Steve Kennedy, Gearheads Outdoor Store

Channel Mastery

Please note - this episode was recorded in early March 2020. Since the recording of this episode, the store has released the following information: they have shifted their water services to outside only and the station is sanitized in between each use. Their inventory is available online for shipping or pickup at store and customers are no longer admitted inside the store. Staff is located at the door for pick up and shopping needs. Credit cards and cash is being sanitized and disinfectant wipes are provided at the door.  If you’ve been to Moab, Utah and haven’t stopped at GearHeads...

info_outline
Kristin Carpenter, Taking Steps Forward in this Paradigm Shift show art Kristin Carpenter, Taking Steps Forward in this Paradigm Shift

Channel Mastery

This episode of the Channel Mastery podcast offes another installment of the series for effectively communicating as a specialty business during the Coronavirus crisis. It was recorded live on Facebook Live on Monday, March 23, 2020 and is available on that platform as well.    The message of this broadcast focuses on taking steps forward and the paradigm shift that is happening right now as we continue to learn how to navigate through these difficult times. Two weeks ago, we were seeing people in preparation mode, and while we still may be in that to some extent, we’re seeing a...

info_outline
Kristin Carpenter, Proactive Communications through a Fast-Moving Crisis show art Kristin Carpenter, Proactive Communications through a Fast-Moving Crisis

Channel Mastery

Kristin Carpenter, host of the Channel Mastery podcast and CEO/Founder of Verde Brand Communications, is offering a second episode with current best practices (as in for today, 3-17-20), for specialty brands communicating in the throes of the novel coronavirus. We continue to get new information daily and a lot has changed since we were last together, just six days ago, when we released the first of the Channel Mastery episodes focused around COVID-19.   In this episode you’ll get comfortable with communicating more to your audiences: your primary audience of your employees, your...

info_outline
124: *Special Episode* Crisis Communication  For Your Business During The COVID-19 Outbreak show art 124: *Special Episode* Crisis Communication For Your Business During The COVID-19 Outbreak

Channel Mastery

In this episode of the Channel Mastery podcast, I’m sharing a brand-new framework that the Verde Brand Communications team and I created for our roster of specialty brands to support crisis communications for the COVID-19 virus crisis.    We wanted to share this with you, Channel Masters, because we strongly share a collective opinion that specialty brands must take a communications strategy that’s, well, specialized. And in this podcast, I explain what that means and why it’s important, and offer our solution to you in a five-part framework created just for specialty brands....

info_outline
123: Aimee Ross, Director of Bike Bentonville show art 123: Aimee Ross, Director of Bike Bentonville

Channel Mastery

It wasn’t long ago that the only thing we knew about Bentonville was that it was home to Walmart’s headquarters. Now in 2020, this small Arkansas town has made a name for itself in the cycling community and is continuing to grow by the day - literally. The town welcomes an average of 34 people moving to the area every day!   Aimee Ross, Director of Bike Bentonville, is my guest on this episode and shares how collaboration is key. By structuring Bike Bentonville under the city’s tourism bureau, Visit Bentonville, the community has done something truly unique. Ross discusses how she...

info_outline
123: Aimee Ross, Director of Bike Bentonville show art 123: Aimee Ross, Director of Bike Bentonville

Channel Mastery

It wasn’t long ago that the only thing we knew about Bentonville was that it was home to Walmart’s headquarters. Now in 2020, this small Arkansas town has made a name for itself in the cycling community and is continuing to grow by the day - literally. The town welcomes an average of 34 people moving to the area every day!   Aimee Ross, Director of Bike Bentonville, is my guest on this episode and shares how collaboration is key. By structuring Bike Bentonville under the city’s tourism bureau, Visit Bentonville, the community has done something truly unique. Ross discusses how she...

info_outline
122: Tyler Benedict, Bike Rumor show art 122: Tyler Benedict, Bike Rumor

Channel Mastery

Tyler Benedict, founder and publisher of Bikerumor.com, is my guest this week on Channel Mastery. Eleven-plus years ago, Tyler started Bikerumor.com and during that time, he's seen a lot of evolution in terms of how consumers use and share his content, and how his site factors into the consumer decision journey.     In this episode, Tyler gives his well informed take on what's working, and what's not, with endemic content today. You'll learn how his team approaches and optimizes content across multiple channels, including the Bikerumor.com website, blog, Youtube...

info_outline
121:  Jerod Foster, Associate Professor of Practice in the  Journalism and Creative Media Industries Department, Texas Tech University show art 121: Jerod Foster, Associate Professor of Practice in the Journalism and Creative Media Industries Department, Texas Tech University

Channel Mastery

This episode of Channel Mastery is quite different than our usual episodes, but I was so impressed with the program my guest leads for Texas Tech University that I wanted to share it with all of you. Jerod Foster is an Associate Professor of Practice in the Department of Journalism and Creative Media Industries at Texas Tech University. He’s also an editorial commercial photographer focusing on outdoor and conservation.   Foster, along with a team of Professor’s of Practice, lead an adventure media course and program at Texas Tech University designed to take the students out of the...

info_outline
120: Kristin Carpenter, CEO of Verde Brand Communications and Channel Mastery Host  show art 120: Kristin Carpenter, CEO of Verde Brand Communications and Channel Mastery Host

Channel Mastery

It’s solocast time, Channel Masters! In this show, we’re going to deep dive on three things you need to know for 2020 when it comes to successfully serving today’s connected shopper.    An entirely new decade is here and in just the first month of that decade, Amazon, Starbucks,  Anthropologie, Target and Nordstroms have all announced new retail and brand experience concepts. Keep in mind, Channel Mastery does not advocate that you stop what you’re doing and shift tactics to respond to what the majors and marketplaces are doing. However, we must study what they are doing...

info_outline
 
More Episodes

Annelise Loevlie, CEO at Icelantic Skis - This episode co-produced by Verde Brand Communications and the Snowsports Industries of America (SIA)

Unless you’ve been happily living under a rock, if you’re in the outdoor recreation industries, you’ve heard about specialty brand leader, Annelise Loevlie. She’s the beloved CEO of Icelantic Skis, a brand that’s figured out how to be concurrently established, yet also, new and young. Icelantic Skis are designed and manufactured in Colorado, and the brand is well known for changing it up in terms of distribution, events and brand activations. That’s what we’re here to talk about today; how Icelantic leverages a continually refreshed channel strategy. She and the team are constantly hacking what works with their channels to be where their brand fans and consumers want them to be. It focuses on wholesale partners, their own sell direct channel, and is driven by an innovative mix of content marketing, social media and good, old-fashioned embedding with their community in-person. How many CEO’s do you know who work a promotional sale with retail, in person, over the long Labor Day holiday - every single year? 

Back in 2006, Icelantic Skis won ISPO’s “Best Hardgood for the Year,” in Munich, Germany, which launched them in the ski industry world-wide. The team at Icelantic Skis has not stopped making headlines or catalyzing the conversation online since. 

In this episode, you’ll hear first-hand how Annalisa has led a direct-first brand through continual evolution of a multiple channel strategy driven by what their target consumer wants from them. Their strategies include unique approaches to the festival scene, innovative artistic partnerships, video content, consistent relationships with key brick and mortar shops, showcasing of product at resorts, online sales and more. Icelantic’s success is community-inspired and that can only work with an independent, yet nimble brand within the outdoor recreation industries. 

Annelise Loevlie is CEO at Icelantic Skis, an award-winning and internationally recognized ski brand with a stalwart and highly engaged following. The company prides itself on American craftmanship, top of the line materials and cutting edge graphic art.