loader from loading.io

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

Channel Mastery

Release Date: 02/12/2020

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
119: Rick Saez, The Outdoor Biz Podcast show art 119: Rick Saez, The Outdoor Biz Podcast

Channel Mastery

My guest today, Rick Saez, is host of The Outdoor Biz Podcast, and the author of a new book entitled, Trails to the Top: Outdoor Adventure Insider Stories and Advice to Manage Business and Grow Careers, which took form using the content from his first 65 episodes podcast episodes.    Obviously, I’m a huge proponent of podcasts as a messaging, discovery, engagement and even conversion channel for consumers today. That’s become Rick’s specialty - helping brands use podcasts to do just that.   In this episode, Rick and I explore the benefits and reach of podcasts, and how to...

info_outline
 
More Episodes

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 and how successful their strategies are to best understand how we can best serve our target shopper. 

 

I took the time to really drill into the three trends that are most relevant to specialty brands and retailers, and you can only find that here!

 

In our passion industries, we serve shoppers who literally align their identities with what they want to believe about themselves. We must continually up-level how we serve our target shoppers to ensure that our message and brand experience - and yes, our products - are becoming part of their identities, and their lives.


This solocast is about 30 min., and will deliver solid insights to you, and the links in the show notes will support further learning. I hope that this show inspires you to go big in terms of how you’re serving your absolute bullseye target shopper in 2020!

 

Kristin Carpenter is Channel Mastery host and the CEO and Founder of Verde Brand Communications. A former journalist, Kristin worked on staff for major consumer lifestyle magazines, business and trade titles. Now 19 years later, she continues to serve as Verde’s CEO and directs strategy for the agency. She launched Channel Mastery in 2017 and is happy to be masquerading around as a journalist again through her hosting of the podcast. It’s her ‘beat’ to bring the absolute best practices around serving today’s connected shopper to specialty business and brand leaders. Channel Mastery is the only resource of its kind, and it was created to help level the playing field for specialty brands as they compete for the attention spans, minds and hearts of today’s shopper with marketplaces, big retail and well funded direct-first brands.