Continual evolution is now table-stakes for multi-channel marketing. But thankfully, no matter what the channel, two things continue to fuel specialty marketing success:

First, you have to have strong narrative brand storytelling that’s completely capable of evoking an emotional connection. And second? Use it to enable your target consumer to believe something they want to about themselves. In specialty, both are critical. As I’ve said many times before, our consumers use our brands as identity pieces. 

Brand marketing experience goes a long way both fronts. It’s tough to find a seasoned pro with decades of experience, a vested interest in what they’re marketing (passion), and, who also has a very nimble mindset and a strong sense of continual curiosity about how things are changing and why. 

I found one for you today, Channel Masters. My guest today is Bob Rogers, director of marketing for Lance Camper. 

Bob is enthusiastically – and boldly – setting up a 54-year-old legacy brand for discovery, engagement and conversion. He’s committed to not only evolving the brand and how it reaches and engages people today, he’s committed to doing so for the next two generations of outdoor enthusiasts. One of the best facets of this conversation is how Bob is taking the page out of his playbooks of old (in the automotive industry, for one example) and putting them in the game in a fresh new way. You’ll love what he shares about cross-promotional marketing in this episode.