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The Inside Line on the Launch & Experience of the Multi-Channel Marketing Academy, with Rick Saez of the Outdoor Biz podcast

Channel Mastery

Release Date: 09/11/2020

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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 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

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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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The Inside Line on the Launch & Experience of the Multi-Channel Marketing Academy, with Rick Saez of the Outdoor Biz podcast show art The Inside Line on the Launch & Experience of the Multi-Channel Marketing Academy, with Rick Saez of the Outdoor Biz podcast

Channel Mastery

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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Andy Inman and Chris Young, Springs Wealth Group show art Andy Inman and Chris Young, Springs Wealth Group

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As we’re in the year of pivoting, quickly shifting consumer behaviors and uncertainty, I thought my guests today from the Springs Wealth Group would be great to feature on the show, which is our first official “Cross Training” episode, a new type of show we’ll be hosting every other month or so. In this series, we get to learn from specialty brands that are not retail or physical product related. No matter what kind of business you have, your customer is online today and we all need to be re-examining how our target customer is discovering, engaging with and buying from us. The Springs...

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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

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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

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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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More Episodes

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 podcast episode brings to light the very real, very human experience of launching something like an immersive, digital product and the personal change that calls for (from your’s truly). Never have I felt this vulnerable in what I thought was my safe zone - business. … 

Channel Masters, you’ll get a lot out of this episode because it answers questions about the offering of the Academy, but also, because it gives you a front row seat of what it was like to literally LIVE THROUGH what I was about to teach in the Academy - choosing to intentionally change and up-level through a very very uncertain time.

I’ve learned since doing this show that this expansion of Verde's service and support offerings for our specialty communities required a mindset shift. It called me to step up on a level I never had before, and to lead a small but mighty team within Verde to bring it to life.

And we are SO glad we did. Why? That’s easy….

The Multi-Channel Marketing Academy opens for enrollment again this week, on Tuesday, September 15th. Mark your calendars! 

Whether you are a seasoned marketing professional looking to up-level your multi-channel strategy, a business leader looking to rethink your strategy in light of recent changes, or a startup working to create and execute marketing that will put you on the map, this course will give you the skills and strategies to grow and engage your community across the most relevant channels, while driving your end goal - generating sales. 

And your instructor, me, WILL be able to coach you through leaving your past identity behind, and stepping up and into a much bigger calling and a bigger way to serve and create expansion: through becoming a multi-channel master, and a change agent within your organization.

 

I hope you’ll join us in this cohort of the Academy! 

 

Listen to the episode and subscribe to Channel Mastery and The Outdoor Biz podcast! 

Rick Saez is an avid Outdoor Adventurer a 30+ year career in the outdoor industry. He’s held leadership roles with iconic brands such as Montbell, Eagle Creek, JanSport Dana Design and Lowepro. He is Founder, producer and host of the Outdoor Biz Podcast and author of Trails to the Top: Outdoor Adventure Insider Stories and Advice to Manage Business and Grow Careers.