Backcountry Marketing
Go behind the scenes with outdoor industry experts as they break down what it takes to produce creative work -that works. Produced by: Port Side Productions
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Inspire, Activate, Celebrate: Outdoor Storytelling with Robin Thurston
02/05/2025
Inspire, Activate, Celebrate: Outdoor Storytelling with Robin Thurston
In this episode, sits down with , CEO and founder of Outside Interactive, to discuss the importance of inspiring people to engage with the outdoors. They explore the cycle of inspiration, activation, and celebration, emphasizing the role of storytelling and user-generated content in motivating outdoor activities. Robin shares insights on the challenges posed by content overload and the evolving landscape of advertising, while also highlighting the need for brands to adapt to change in the outdoor industry. The discussion also touches on the role of social media in promoting outdoor activities, the necessity of original content for storytelling, and the evolving landscape where brands must act as media companies. Key Takeaways Inspiration is the first step in getting people outdoors. The outdoor industry faces competition from technology and indoor entertainment. Storytelling remains vital, but the quality of content is declining due to AI. Change is constant, and adaptability is key in the outdoor industry. Authenticity in storytelling will attract audiences in a content-saturated world The outdoor industry must support each other to grow. If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by . We craft effective, emotionally-powered videos for outdoor brands. Enjoy this episode and discover other resources below: | Here's our curated list of recommended books over the years. | Join the conversation and share ideas with other industry peers. | Want to help us out? Leave us a review on Apple. | Have a Guest in Mind? Share them with us here. | Curious why a video production company would produce a marketing podcast?
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Navigating Change: Chris Burkard on Creativity, Risk, and Authenticity
01/22/2025
Navigating Change: Chris Burkard on Creativity, Risk, and Authenticity
In this episode, sits down with —photographer, creative director, adventurer, and storyteller. Chris shares his unique perspective on navigating the constant changes shaping the outdoor industry, creativity, and marketing. They dive deep into the evolving role of creatives in a constantly changing outdoor industry. From the blurred lines between artistry and strategy to the challenges of maintaining authenticity in a data-driven world, Chris shares insights from his expansive career and unique perspectives on storytelling, marketing, and brand-building. This is part one of a two-part series featuring Chris. If you have a question for Chris that you’d like him to answer in part 2 . Key Takeaways The role of creatives is changing The path to success for a piece of creative has changed over the last 15 years Many brands are asking creatives to provide directions to a destination that doesn't exist. The balance between creative risk and data-backed decision-making Opportunities for creatives are ripe This podcast is produced by . We help brands make effective video content. Need help standing out? Enjoy this episode and discover other resources below: | Here's our curated list of recommended books over the years. | Join the conversation and share ideas with other industry peers. | Want to help us out? Leave us a review on Apple. | Have a Guest in Mind? Share them with us here. | Curious why a video production company would produce a marketing podcast?
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Inside the Creative Process with Garmin’s Lead Producer, Kyle Pusateri
01/08/2025
Inside the Creative Process with Garmin’s Lead Producer, Kyle Pusateri
In this episode, sits down with , Lead Producer at Garmin, to unpack the intricate world of production. Kyle shares insights from his journey through account management to becoming a producer, providing a unique glimpse into Garmin’s creative ecosystem. From managing large-scale productions to collaborating with internal and external teams, Kyle reveals how to balance efficiency and creativity to execute projects that resonate. Key Takeaways: The Importance of the First Six Seconds: Kyle emphasizes the critical role of grabbing attention on social media while maintaining alignment with long-term brand objectives. Efficient Creativity: Kyle’s two-word approach to production underlines the need to maximize resources while staying true to the creative vision. Navigating In-House vs. External Partnerships: Explore Garmin’s model of leveraging an in-house team while collaborating with external partners for specialized campaigns. The Role of Authenticity in Outdoor Media: Learn how Garmin ensures its media remains genuine and relatable by using real athletes and epic environments. Future-Proofing with AI and Technology: Kyle and Cole discuss the potential and limitations of AI in production and how storytelling remains at the core of building emotional connections. Connect with Kyle: This podcast is produced by . We believe that in a cluttered media landscape, standing out requires more than just telling a good story. We partner with brands to cut through the noise, crafting narratives and creative that not only captures attention but also deeply resonate with audiences, ensuring your message doesn't just reach people but moves them. Need help standing out? Enjoy this episode and discover other resources below: | Here's our curated list of recommended books over the years. | Join the conversation and share ideas with other industry peers. | Want to help us out? Leave us a review on Apple. | Have a Guest in Mind? Share them with us here. | Curious why a video production company would produce a marketing podcast?
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Huckberry’s DIRT Uncovered
12/18/2024
Huckberry’s DIRT Uncovered
In this episode, talks with , the director and producer of Huckberry Presents, to discuss the DIRT series. They explore the evolution of episodic content, the importance of understanding the audience, and the unique point of view that Huckberry brings to the outdoor industry. Kate shares insights on building trust and community, the significance of authentic storytelling, and the hard work that goes into creating successful content. In this conversation, Kate discusses the intricate process of content creation for Huckberry, emphasizing the significant behind-the-scenes work that goes into producing episodes. She highlights the importance of connecting content to commerce, the role of funding and partnerships, and the balance between quality and quantity in content production. Key Topics Covered: Discovery is a key element in Huckberry's storytelling approach. Funding and sponsor opportunities Episodic content allows for community building on platforms like YouTube. The success of DIRT is rooted in years of foundational work building trust and a point of view. Email marketing is a crucial amplification tool. Connecting content to commerce is an ongoing challenge. There is a saturation of similar outdoor content. About the Backcountry Marketing Podcast If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by . We’re a video production outfit that believes great marketing is great storytelling. Storytellers by day, podcasters by night. We started this podcast because it's these types of deep, fundamental questions that keep us up at night. Thanks for tuning in! | Here's our curated list of recommended books over the years. | Join the conversation and share ideas with other industry peers. | Want to help us out? Leave us a review on Apple. | Have a Guest in Mind? Share them with us here. | Curious why a video production company would produce a marketing podcast?
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Streaming Wars: Why Outdoor Brands Need a Strategy
12/11/2024
Streaming Wars: Why Outdoor Brands Need a Strategy
In this Fireside episode, Cole reflects on the challenges and opportunities within the outdoor industry, particularly focusing on the importance of brand storytelling in a competitive landscape dominated by major streaming platforms. He emphasizes the limited time consumers have to engage with brands and the necessity for compelling content that resonates with audiences. Cole encourages brands to rethink their strategies and invest in storytelling as a long-term approach to stand out in a crowded market. About the Backcountry Marketing Podcast If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by . We’re a video production outfit that believes great marketing is great storytelling. Enjoy this episode and discover other resources below: | Here's our curated list of recommended books over the years. | Join the conversation and share ideas with other industry peers. | Want to help us out? Leave us a review on Apple. | Have a Guest in Mind? Share them with us here. | Curious why a video production company would produce a marketing podcast?
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Storytelling and Heritage: How Weatherby Engages the Next Generation
12/04/2024
Storytelling and Heritage: How Weatherby Engages the Next Generation
In this episode, chats with , COO of Weatherby, and discusses the importance of storytelling in marketing. Since 1945 the brand has been defined by its stories. Today the brand produces podcasts and films to engage a younger audience while maintaining its heritage. Luke talks about ROI, how Meta and Google's restrictions on firearm companies create freedom in marketing, and much more. Key Takeaways Authenticity is crucial for brand connection. Weatherby has a rich heritage that informs its storytelling. Content creation can be done in-house for authenticity. YouTube serves as an important platform for brand storytelling. Timing is essential for content release to maximize impact. About the Backcountry Marketing Podcast If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by . We’re a video production outfit that believes great marketing is great storytelling. If you need help bringing your next video project to life check out our website to learn more. Enjoy this episode and discover other resources below: | Here's our curated list of recommended books over the years. | Join the conversation and share ideas with other industry peers. | Want to help us out? Leave us a review on Apple. | Have a Guest in Mind? Share them with us here. | Curious why a video production company would produce a marketing podcast?
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A Field Guide to Designing Product Based on Consumer Needs
11/20/2024
A Field Guide to Designing Product Based on Consumer Needs
In this episode, and , a veteran of Nike and a professor of consumer research, dive into the importance of consumer research in product development and marketing, discussing how understanding consumer needs can lead to successful products. Steve shares his journey in the industry, the process of conducting effective research, and the significance of insights versus observations. The conversation also touches on innovation in the outdoor industry and the need for a consumer-first approach in research and product development. Key Topics Covered: Consumer research is essential for understanding consumer needs. The product creation process starts and ends with the consumer. Effective research can lead to innovative products. Insights should guide marketing strategies and product design. Observations provide factual data, while insights reveal deeper understanding. About the Backcountry Marketing Podcast If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by . We’re a video production outfit that believes great marketing is great storytelling. Enjoy this episode and discover other resources below: | Here's our curated list of recommended books over the years. | Join the conversation and share ideas with other industry peers. | Want to help us out? Leave us a review on Apple. | Have a Guest in Mind? Share them with us here. | Curious why a video production company would produce a marketing podcast?
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Fireside: Creating Relevant Content with Gore-Tex
11/13/2024
Fireside: Creating Relevant Content with Gore-Tex
In this Fireside episode, Cole reflects on his conversation with Marc Bock from Gore-Tex. He talks about the importance of storytelling as a marketing tool, emphasizing its role in problem-solving and brand-building, how to justify ROI in storytelling projects and the significance of creating relevant content that aligns with business objectives, media channels, and audience needs. Key Takeaways Justifying ROI in brand storytelling is challenging but essential. Efficient planning of production can meet both bottom-of-funnel and top-of-funnel content needs. Relevant content requires understanding business, media, and audience needs. About the Backcountry Marketing Podcast This podcast is produced by . We’re a video production outfit that believes great marketing is great storytelling. If you need help bringing your next video project to life check our our website to learn more. Otherwise, enjoy this episode and discover other resources below: | Tune into Marc's Episode | Here's our curated list of recommended books over the years. | Join the conversation and share ideas with other industry peers. | Want to help us out? Leave us a review on Apple. | Have a Guest in Mind? Share them with us here. | Curious why a video production company would produce a marketing podcast?
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Crafting Relevant Content and Maximizing Storytelling ROI at Gore-Tex
11/06/2024
Crafting Relevant Content and Maximizing Storytelling ROI at Gore-Tex
In this episode, sits down with , the global content leader at Gore-Tex, to discuss the intricacies of content marketing and storytelling. Marc shares insights into how Gore-Tex approaches storytelling as a tactic to support its marketing objectives, particularly in engaging younger consumers. He emphasizes the importance of understanding the target audience, building relevant content, developing stories based on business objectives, and justifying ROI in storytelling projects. Key Takeaways Storytelling is a tactic to support marketing objectives. Understanding the target audience is crucial for effective marketing. Building relevant content requires balancing corporate, audience, and media needs. ROI for storytelling projects is justified through the content produced for various marketing functions. Gore-Tex's unique position as an ingredient brand allows for timeless storytelling. Check out the for more insights and the interview transcript About the Backcountry Marketing Podcast If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by . We’re a video production outfit that believes great marketing is great storytelling and after 150+ podcast episodes with marketing pros and 9 years of producing commercials and documentaries outside, we've noticed a few things about what it takes to create video work that makes an impact. If you need help bringing your next video project to life, to learn more. If not, enjoy this episode and discover other resources below: | Here's our curated list of recommended books over the years. | Join the conversation and share ideas with other industry peers. | Want to help us out? Leave us a review on Apple. | Have a Guest in Mind? Share them with us here. | Curious why a video production company would produce a marketing podcast?
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Fireside: Problem-First Creative: Prioritizing Purpose Over Story in Video Production
10/31/2024
Fireside: Problem-First Creative: Prioritizing Purpose Over Story in Video Production
In this episode, Cole Heilborn takes a deep dive into an approach he calls Problem-First Creative—the philosophy of prioritizing purpose over aesthetics in video production. In an industry bursting with creative options, it’s easy for filmmakers and brands alike to focus on elements like lighting, talent, and locations. But Cole argues that a more impactful approach involves beginning with a clear understanding of the why behind each project. Rather than simply creating eye-catching visuals, he explains why production should first and foremost solve real business problems. Cole discusses the downside of the content-saturated market, where shouting louder doesn’t necessarily lead to being heard. Instead, he encourages brands to create content that stands apart from the noise by aligning creative work with the unique challenges a brand faces—whether that’s building awareness, educating an audience, or telling an athlete’s story. He shares insights on Port Side’s approach, where projects are structured around brand identity, a deep understanding of the target audience, and a commitment to problem-solving. This episode is essential listening for anyone in video production or brand marketing who wants to break free from the routine of just following trends and start crafting content that resonates, connects, and drives real results. Key Takeaways How to adopt a Problem-First Creative mindset to create more impactful content Why purpose is more critical than aesthetics in video production The dangers of pitching stories without a clear understanding of a brand’s needs Ways to stand out in an oversaturated media landscape The importance of aligning video work with brand identity and audience needs About the Backcountry Marketing Podcast If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by . We’re a video production outfit that believes great marketing is great storytelling and after 150+ podcast episodes with marketing pros and 9 years of producing commercials and documentaries outside, we've noticed a few things about what it takes to create video work that makes an impact. If you need help bringing your next video project to life, to learn more. If not, enjoy this episode and discover other resources below: | Here's our curated list of recommended books over the years. | Join the conversation and share ideas with other industry peers. | Want to help us out? Leave us a review on Apple. | Have a Guest in Mind? Share them with us here. | Curious why a video production company would produce a marketing podcast?
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How Constraints Fuel Creative Innovation
10/23/2024
How Constraints Fuel Creative Innovation
In this episode, and discuss the concept of Minimal Viable Creative (MVC) and how it can be applied to creative projects. He emphasizes the importance of constraints in fostering unique ideas and the need to balance creative integrity with business goals. Through a case study that aired during the Tour De Femmes, he illustrates how understanding the audience and focusing on concept over execution can lead to impactful creative work. The discussion also touches on the creative process, the significance of audience understanding, and the challenges faced in production. Key Topics Covered: The MVC concept applies to creative projects just like it does to product development. Constraints can lead to more unique and innovative ideas. Focusing on concept over execution is crucial, especially with limited resources. Understanding your audience is key to creating effective content. Creative integrity should align with business goals for maximum impact. About the Backcountry Marketing Podcast If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by . We’re a video production outfit that believes great marketing is great storytelling and after 150+ podcast episodes with marketing pros and 9 years of producing commercials and documentaries outside, we've noticed a few things about what it takes to create video work that makes an impact. If you need help bringing your next video project to life, to learn more. If not, enjoy this episode and discover other resources below: | Here's our curated list of recommended books over the years. | Join the conversation and share ideas with other industry peers. | Want to help us out? Leave us a review on Apple. | Have a Guest in Mind? Share them with us here. | Curious why a video production company would produce a marketing podcast?
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Navigating the Congested Outdoor Media Landscape
10/09/2024
Navigating the Congested Outdoor Media Landscape
In this episode, sits down with , Director of Production at Cotopaxi, to discuss the challenges and opportunities in the outdoor media landscape. Kristin shares insights on the congested nature of outdoor marketing, the importance of brand identity, and the need for innovative storytelling that resonates with consumers. The conversation highlights the significance of building connections and the future of outdoor media as brands strive to stand out in a crowded marketplace. Key Takeaways The outdoor media landscape is congested and competitive. Brands need to focus on building genuine connections with consumers. The future of marketing will involve more personalized and interactive content. Brands should not just mimic the successful strategies of others. About the Backcountry Marketing Podcast If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by . We’re a video production outfit that believes great marketing is great storytelling and after 150+ podcast episodes with marketing pros and 9 years of producing commercials and documentaries outside, we've noticed a few things about what it takes to create video work that makes an impact. If you need help bringing your next video project to life, to learn more. If not, enjoy this episode and discover other resources below: | Here's our curated list of recommended books over the years. | Join the conversation and share ideas with other industry peers. | Want to help us out? Leave us a review on Apple. | Have a Guest in Mind? Share them with us here. | Curious why a video production company would produce a marketing podcast?
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Why Make Meaningful Content When the Algorithm Says Dance?
09/25/2024
Why Make Meaningful Content When the Algorithm Says Dance?
In this episode of the Backcountry Marketing Podcast, and discuss the evolving landscape of content marketing in the outdoor industry. They explore the tension between emotional storytelling and the demands of social media algorithms, the risk aversion of brands, and the importance of creating meaningful content that resonates with audiences. Kevin shares his journey as a creative in the outdoor space and emphasizes the need for brands to take risks and embrace their values in their marketing efforts. The conversation highlights the challenges and opportunities facing the industry as it navigates a complex media landscape. Key Topics Covered: Content marketing is increasingly driven by data and algorithms. Brands are becoming risk averse, leading to a homogenization of content. Emotional storytelling is often sidelined for trends that drive engagement. The outdoor industry needs to embrace its values and take creative risks. Successful content requires a strategic approach to distribution and marketing. Meaningful content can lead to long-term brand loyalty, even without immediate ROI. About the Backcountry Marketing Podcast If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by . We’re a video production outfit that believes great marketing is great storytelling and after 150+ podcast episodes with marketing pros and 9 years of producing commercials and documentaries outside, we've noticed a few things about what it takes to create video work that makes an impact. If you need help bringing your next video project to life, to learn more. If not, enjoy this episode and discover other resources below: | Here's our curated list of recommended books over the years. | Join the conversation and share ideas with other industry peers. | Want to help us out? Leave us a review on Apple. | Have a Guest in Mind? Share them with us here. | Curious why a video production company would produce a marketing podcast?
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Fireside: Latest Updates and Some Changes to the Show
09/18/2024
Fireside: Latest Updates and Some Changes to the Show
We’re making some changes to the podcast. The world of media is changing. As I chat with other creative teams, production companies, and agencies everyone is questioning where the world of media is going in the outdoor industry. This is a topic that’s near and dear to my heart and so in this latest episode, I share some changes about what you can expect to see in the podcast lineup of guests. - Cole About the Backcountry Marketing Podcast This podcast is produced by . We’re a video production outfit that believes great marketing is great storytelling and after 150+ podcast episodes with marketing pros and 9 years of producing commercials and documentaries outside, we've noticed a few things about what it takes to create video work that makes an impact. If you need help bringing your next video project to life, to learn more. If not, enjoy this episode and discover other resources below: | Here's our curated list of recommended books over the years. | Join the conversation and share ideas with other industry peers. | Want to help us out? Leave us a review on Apple. | Have a Guest in Mind? Share them with us here. | Curious why a video production company would produce a marketing podcast?
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Marketing as a Laboratory: Crafting Outdoor Magic through the Outside Festival
09/11/2024
Marketing as a Laboratory: Crafting Outdoor Magic through the Outside Festival
In this episode, Cole sits down with , the Creative Director of Experiential Marketing at Outside. They dive deep into the concept of marketing as a laboratory and how it can be a powerful tool in forging new models for outdoor gatherings. Robert shares insights from the inaugural Outside Festival, revealing the creative processes and challenges behind this innovative event. Key Topics Covered: Marketing as a Laboratory: Robert discusses how marketing can be used as a space for experimentation, risk-taking, and innovation, particularly in the outdoor industry. The Power of Outdoor Gatherings: The episode explores the transformative impact of the Outside Festival, not just as an event, but as a movement to reconnect people with nature. Cultural Pain Points: Robert highlights the growing issues of loneliness and disconnection in modern society, and how outdoor experiences can serve as a remedy. Creating Magic Through Community: Discover the magic formula of "Nature + Community = Magic," and how it guided the creative direction of the festival. Behind the Scenes: Robert provides a behind-the-scenes look at the challenges and successes of organizing a large-scale outdoor event, including critical feedback and the lessons learned. The Role of Joy in the Outdoors: The importance of joy as a motivator for getting people outside and how it influences the creative strategy for future events. Learn More About the Outside Festival: Website: About the Backcountry Marketing Podcast This podcast is produced by . We’re a video production outfit that believes great marketing is great storytelling and after 150+ podcast episodes with marketing pros and 9 years of producing commercials and documentaries outside, we've noticed a few things about what it takes to create video work that makes an impact. If you need help bringing your next video project to life, to learn more. If not, head over to the podcast for more details, show notes, transcripts, recommended book readings, and other resources:
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Breaking the Barriers: What Can the Outdoor Industry Learn from Mainstream Sports?
08/28/2024
Breaking the Barriers: What Can the Outdoor Industry Learn from Mainstream Sports?
In this conversation, and , Founder and Creative Director of , discuss a thought-provoking topic: what can the outdoor industry learn from mainstream sports? In this episode, Drew and Cole dive deep into the nuances of cultural participation, community building and newsworthy headlines. They explore how mainstream sports like football, basketball, and tennis have managed to captivate massive audiences and create passionate fanbases. Drew shares insights on the importance of making outdoor sports more inclusive and accessible, shedding light on the potential of community-driven strategies to grow the industry. Listen as they discuss: The psychological and emotional connections that sports fans have with their favorite teams and players. The success stories of brands like Nike and Lululemon in integrating into mainstream culture. The impact of media and storytelling, with examples like the "Free Solo" documentary and the "Drive to Survive" series. Practical steps the outdoor industry can take to attract more participants and fans. The significance of innovation and accessibility in fostering a larger, more diverse community. Links and Resources: Good Fortune Collective: e Contact Drew at: Follow Backcountry Marketing on Have a topic or guest you’d like to hear on the show? Let us know If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by . We’re a video production outfit that believes great marketing is great storytelling and after 150+ podcast episodes with marketing pros and 9 years of producing commercials and documentaries outside, we've noticed a few things about what it takes to create video work that makes an impact. Check out our for insights and how we’ve helped other marketers move the needle through our work.
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The Galactic Upheaval in Media with Fitz Cahall
08/14/2024
The Galactic Upheaval in Media with Fitz Cahall
In this conversation, and , the Creative Director at Duct Tape Then Beer and The Dirt Bag Diaries, discuss the current upheaval in the marketing and media world, emphasizing the impact of fractured audiences, AI, and the shift towards niche content. He explores the challenges and opportunities for creators, brands, and consumers in this evolving landscape. The conversation delves into the importance of storytelling in marketing, the value of curiosity, and the need for long-term vision in brand narratives. Takeaways The current marketing and media world is experiencing a significant upheaval, marked by fractured audiences and the impact of AI. The shift towards niche content and the challenges it presents for creators, brands, and consumers is a key theme in the conversation. The evolving landscape of marketing and media presents both challenges and opportunities for those involved, requiring a reevaluation of strategies and approaches. The significance of considering brand values and the role of storytelling in marketing, as well as the need for a strategic approach during challenging times. If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. Have a topic or guest you’d like to hear on the show? Let us know This podcast is produced by . We’re a video production outfit that believes great marketing is great storytelling and after 150+ podcast episodes with marketing pros and 9 years of producing commercials and documentaries outside, we've noticed a few things about what it takes to create video work that makes an impact. Check out our for insights and how we’ve helped other marketers move the needle through our work.
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Back to the Basics - Performance Marketing is Changing
07/31/2024
Back to the Basics - Performance Marketing is Changing
In this conversation, and , the Senior Director of Digital Media, at discuss the changes in performance marketing and what marketers can expect as the industry adapts to privacy laws and cookie deprecation. She shares insight into the balance between brand and performance, a holistic understanding of consumers, and new solutions that might replace cookies. Takeaways The deprecation of cookies presents challenges for targeting and measurement, requiring marketers to find new solutions and approaches. Taking a holistic approach to marketing, focusing on brand building and connecting with audiences, is crucial in the changing digital ecosystem. Measurement in the future will rely on a combination of approaches, including multi-touch attribution, MMM models, and incrementality Creativity and storytelling will play a significant role in marketing A holistic approach to marketing, considering all touchpoints, is essential If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. Have a topic or guest you’d like to hear on the show? Let us know This podcast is produced by . We’re a video production outfit that believes great marketing is great storytelling and after 150+ podcast episodes with marketing pros and 9 years of producing commercials and documentaries outside, we've noticed a few things about what it takes to create video work that makes an impact. Check out our for insights and how we’ve helped other marketers move the needle through our work.
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Maximizing Your Cause Marketing Efforts
07/17/2024
Maximizing Your Cause Marketing Efforts
In this conversation, and discuss cause marketing from the perspective of a nonprofit organization. Brian is the Director of Marketing and Trailhead Program Manager at . They explore the importance of aligning goals and values between nonprofits and brands and the challenges of navigating partnerships that maximize value for the non-profit and the brand. Takeaways Aligning goals and values is crucial for successful cause marketing partnerships between nonprofits and brands. The outdoor industry audience tends to be more discerning and values-driven, requiring genuine and meaningful cause marketing efforts. Communication and alignment within a brand's different departments are essential for effective cause marketing strategies. Authentic partnerships between brands and nonprofits require open communication and shared goals. Cross-pollination between brand and nonprofit audiences can amplify messages and reach a wider audience. If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. Have a topic or guest you’d like to hear on the show? Let us know This podcast is produced by . We’re a video production outfit that believes great marketing is great storytelling and after 150+ podcast episodes with marketing pros and 9 years of producing commercials and documentaries outside, we've noticed a few things about what it takes to create video work that makes an impact. Check out our for insights and how we’ve helped other marketers move the needle through our work.
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Tectonic Forces are Changing the Industry - Will We Listen?
07/03/2024
Tectonic Forces are Changing the Industry - Will We Listen?
In this episode, Cole sits down with Niclas Bornling, an outdoor industry veteran, to discuss the challenges faced by outdoor brands. They explore the lessons to be learned from the decline of brands like Quicksilver and DC Shoes in the early 2000s and how those lessons can be applied to the current state of the industry. They highlight the importance of understanding the evolving consumer landscape and the need for brands to adapt to the changing preferences and cultural references of younger generations. Takeaways: Outdoor brands need to understand and adapt to the evolving consumer landscape, particularly the preferences and cultural references of younger generations. The decline of brands like Quicksilver and DC Shoes in the early 2000s serves as a lesson for the current state of the industry. The GorpCore trend, while currently popular, may not last forever, and brands should not rely solely on its success. Telling relevant stories and offering solutions that resonate with the evolving audience is crucial for the success of outdoor brands. Understanding and connecting with a specific audience is crucial in marketing. Brands should surround themselves with diverse perspectives to stay relevant and adapt to the changing cultural landscape. Knowing your audience and telling meaningful, relevant stories is key to building a successful brand.
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Seven Needs of Generation Z
06/19/2024
Seven Needs of Generation Z
In this episode, , President and Executive Creative Director at , discusses the needs of Gen Z and how brands can connect with this generation. He shares the seven needs that Gen Z is looking for, including trust, grace, empathy, acceptance, rituals and recognition, vulnerability, and transparency. Takeaways Gen Z has unique needs that brands should address, including trust, grace, empathy, acceptance, rituals and recognition, vulnerability, and transparency. Emotional connection is crucial in marketing, and brands should strive to create meaningful experiences for Gen Z. Gen Z is the most hyperconnected yet disconnected generation, and brands have the opportunity to be a source of connection and meaning in their lives. The advertising landscape has evolved significantly, with numerous channels and touchpoints available to reach consumers. Trust is a crucial factor for Gen Z, and brands need to earn their trust through transparency and authenticity. If you like what you’re hearing, feel free to leave us a review on or . It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by . We’re a video production outfit that believes stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. We tell stories from the wild.
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Mountainfilm Uncovered: The Future of Storytelling in Marketing
06/14/2024
Mountainfilm Uncovered: The Future of Storytelling in Marketing
Welcome to a bonus episode! In this episode host Cole Heilborn takes us out of the studio and into the vibrant atmosphere of the Mountainfilm Festival in Telluride, Colorado. Join him as he navigates questions like: What is the role of storytelling in marketing today, especially in 2024? How do economic changes and budget cuts impact the value and approach to storytelling? What are the perspectives of filmmakers and brands on the importance of storytelling amidst industry challenges? In this episode you'll hear from filmmakers , , and the Global Media Director from The North Face, . Episode Takeaways: The evolving role of storytelling in marketing and its significance in the outdoor industry. The impact of economic changes on marketing budgets and the need for creative storytelling solutions. Insights from industry experts on balancing qualitative storytelling impact with the demand for quantifiable metrics. The importance of embracing ambiguity and navigating uncharted waters in storytelling and marketing. The future trends and opportunities for storytelling in a rapidly changing industry landscape // If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by . We’re a video production outfit that believes great marketing is great storytelling and after 150+ podcast episodes with marketing pros and 9 years of producing commercials and documentaries outside, we've noticed a few things about what it takes to create video work that makes an impact. Check out our for insights and how we’ve helped other marketers move the needle through our work.
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Building a Movement that Inspires Change
06/04/2024
Building a Movement that Inspires Change
In this conversation, and , CEO of Premiums for the Planet, discuss how insurance can be a powerful tool for driving change in the climate and social justice movements. Premiums for the Planet is an organization that harnesses the power of insurance and insurers to create a regenerative and just planet. They work with businesses to redirect their insurance premiums to carriers that are more socially and environmentally conscious. By organizing insurance spend and influencing of climate-conscious organizations, they aim to shift the demand dynamics for insurance carriers and drive systems change Brad joins the conversation to share how he and his team are creating grassroots movement change to inspire a stale industry into a force for good. Takeaways Insurance can be a powerful tool for driving change in the climate and social justice movements. By organizing the insurance spend and influence of climate-conscious organizations, they aim to shift the demand dynamics for insurance carriers and drive systems change. They distinguish between marketing and movement building, emphasizing the importance of language and behavior change. The effort it takes to build a movement If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. Have a topic or guest you’d like to hear on the show? Let us know This podcast is produced by . We’re a video production outfit that believes great marketing is great storytelling and after 150+ podcast episodes with marketing pros and 9 years of producing commercials and documentaries outside, we've noticed a few things about what it takes to create video work that makes an impact. Check out our for insights and how we’ve helped other marketers move the needle through our work.
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The Art of Crafting Relationships in Business
05/22/2024
The Art of Crafting Relationships in Business
In this episode, , the VP of Marketing for Ikon Pass and Alterra Mountain Company discusses the power of relationships in the workplace and how great marketing is achieved by collaboration with others. She shares how relationships have been the key to her success and emphasizes the importance of building authentic relationships based on trust and shared goals. She provides tips for building and maintaining relationships and also discusses the challenge of managing a large network of relationships and the importance of prioritizing meaningful connections. Takeaways Building authentic relationships based on trust and shared goals is key to success in the workplace. Consistent communication and finding opportunities to reach out without asking for anything in return are important for maintaining relationships. Being open to different communication styles and adapting your approach to meet the needs of others can strengthen relationships. Managing a large network of relationships requires prioritization and finding meaningful ways to stay connected. Building and maintaining relationships in the workplace is crucial for job satisfaction and productivity. Consistency, communication, and trust are key elements in establishing authentic connections. Even with limited time, individuals can make small efforts to build and maintain relationships. Relationships provide support and make it easier to navigate conflicts and challenges. Investing in relationships without expecting a transactional exchange leads to more meaningful connections. If you like what you’re hearing, feel free to leave us a review on or . It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by . We’re a video production outfit that believes stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. We tell stories from the wild.
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Fireside: What Can Democracy and Marvel Teach us about Impactful Storytelling?
05/15/2024
Fireside: What Can Democracy and Marvel Teach us about Impactful Storytelling?
What do democracy and Marvel both have in common? They both understand their audience. I think all marketers agree that storytelling is a key part of marketing. But there seems to be a disconnect between telling stories and leveraging those stories into needle moving impact. In this episode, Cole shares some thoughts about the missing link between storytelling and impact. Takeaways - Storytelling is an integral part of marketing, but there is often uncertainty about how to use stories effectively to drive impact. - Insights about the audience help inform storytelling and make stories relatable. - Performance marketing can amplify stories and lead to amazing results. - Marketers should strive for a deeper understanding of their audience and continue refining their storytelling skills. // These Fireside Chats are short discussions where we'll delve into the heart of storytelling and its pivotal role in today's marketing landscape. In these short episodes, we'll explore the art of storytelling, and uncover the insights to help you craft narratives that captivate, resonate, and leave a lasting impact on your brand. This podcast is produced by . We’re a video production outfit that believes stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. We tell stories from the wild.
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When In Doubt, Care About Your Audience
05/08/2024
When In Doubt, Care About Your Audience
In this episode, , the owner and editor of , discusses the importance of understanding and caring about your audience. He shares insights on how niche media companies can solve many of the challenges faced by media companies today by staying focused on their audience. Mike also emphasizes the value of knowing your audience in storytelling and content creation. He highlights the role of empathy in connecting with the audience and the importance of execution in delivering quality content. The conversation concludes with key takeaways for listeners to apply to their own projects and ideas. Takeaways Niche media companies can overcome challenges by staying focused on their audience. Knowing your audience is crucial in storytelling and content creation. Empathy is the key to connecting with the audience. Caring about your audience leads to quality content and community-building If you like what you’re hearing, feel free to leave us a review on or . It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by . We’re a video production outfit that believes stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. We tell stories from the wild.
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Fireside: Can Storytelling Transform our Industry?
05/01/2024
Fireside: Can Storytelling Transform our Industry?
What role does storytelling play as a solution to some of the tectonic forces at play in the outdoor industry? Does it play a role? In this episode, Cole discusses the role of storytelling in the future of the outdoor industry. He explores some of the problems and challenges faced by the industry and how storytelling can be a tool to overcome them. Takeaways Storytelling is a powerful tool for brands in the outdoor industry to differentiate themselves in a sea of sameness. - Creativity and strong storytelling are essential in digital marketing, especially as privacy laws restrict targeting capabilities. - Brands have the potential to provide meaningful connection for Generation Z, who are the most connected yet unconnected generation. - As AI tools make content creation more accessible, high-quality storytelling will become even more important to stand out from the noise. - The outdoor industry is facing a decline and needs to reach new audiences by telling stories that resonate with different demographics. // These Fireside Chats are short discussions where we'll delve into the heart of storytelling and its pivotal role in today's marketing landscape. In these short episodes, we'll explore the art of storytelling, and uncover the insights to help you craft narratives that captivate, resonate, and leave a lasting impact on your brand. // Curious how your brand’s storytelling efforts stack up? Take this to evaluate the health of your brand storytelling.
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Our Industry is at an Inflection Point
04/24/2024
Our Industry is at an Inflection Point
There’s a forest fire blazing through our industry right now. While destructive, forest fires bring new growth and a healthy environment. In this episode, Josh Weichhand, Vice President of Global Brand Marketing at Rumpl, talks about this inflection point and the changes happening in the outdoor industry. Takeaways Inflection points in the outdoor industry are disruptive but can lead to positive change and growth. The industry has faced challenges due to the pandemic, inventory saturation, and the entry of fashion brands. Brand differentiation and values are becoming increasingly important in a crowded market. Challenger brands may face challenges but also have opportunities to make their mark in the industry. The outdoor industry faces challenges in operating and accessing supply chains, especially during uncertain times. Consolidation and shakeups are happening among big players in the industry, leading to potential changes in the landscape. Brands need to make strategic decisions and consider their growth plans, taking into account market conditions and consumer demand. Focus and discipline are crucial for brand development, allowing brands to cater to their core consumers and create meaningful products.
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Fireside: What Makes a Compelling Story?
04/17/2024
Fireside: What Makes a Compelling Story?
What makes a compelling story? There are two ingredients that are crucial to a good story and in this Fireside episode, Cole shares some insights he noticed while attending the premiere of Port Side Production's latest feature documentary film with Athletic Brewing Company. Check out the film "" // These Fireside Chats are short discussions where we'll delve into the heart of storytelling and its pivotal role in today's marketing landscape. In these short episodes, we'll explore the art of storytelling, and uncover the insights to help you craft narratives that captivate, resonate, and leave a lasting impact on your brand. // Curious how your brand’s storytelling efforts stack up? Take this to evaluate the health of your brand storytelling.
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State of the Outdoor Economy
04/10/2024
State of the Outdoor Economy
In this episode, shares insights and observations about the economic state of the outdoor industry. It’s common news that the COVID boom than bust has spun the industry into a downward spiral but Matt sheds some new light into the predicament as well as opportunities that could break the industry out of its spiral. Matt has 51 years of experience in the retail industry and currently advises outdoor + athletic businesses based on data and insights. If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by . We’re a video production outfit that believes stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. We tell stories from the wild.
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