Backcountry Marketing

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

This podcast is produced by Port Side Productions. 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, check out our website to learn more. If not, enjoy this episode and discover other resources below:

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In this episode, Cole sits down with Robert Sawyer, 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: Outside Festival

This podcast is produced by Port Side Productions. 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, check out our website to learn more. If not, head over to the podcast website for more details, show notes, transcripts, recommended book readings, and other resources:

In this conversation, Cole and Drew Pautler, Founder and Creative Director of Good Fortune Collective, 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: Website

• Contact Drew at: [email protected]

• Follow Backcountry Marketing on LinkedIn

• Have a topic or guest you’d like to hear on the show? Let us know here 

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 Port Side Productions. 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 website for insights and how we’ve helped other marketers move the needle through our work.

In this conversation, Cole and Fitz Cahall, 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 here 

This podcast is produced by Port Side Productions. 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 website for insights and how we’ve helped other marketers move the needle through our work.

In this conversation, Cole and Diana Ochenrider, the Senior Director of Digital Media, at Backbone Media 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 here 

This podcast is produced by Port Side Productions. 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 website for insights and how we’ve helped other marketers move the needle through our work.

In this conversation, Cole and Brian Rodine discuss cause marketing from the perspective of a nonprofit organization. Brian is the Director of Marketing and Trailhead Program Manager at Friends of the Colorado Avalanche Information Center.  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 here 

This podcast is produced by Port Side Productions. 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 website for insights and how we’ve helped other marketers move the needle through our work.

 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.

In this episode, Kyle Duford, President and Executive Creative Director at The Brand Leader, 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 Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together.

This podcast is produced by Port Side Productions. 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.

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 Roo Smith, Greg Balkin, and the Global Media Director from The North Face, Biz Young. 

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

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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 Port Side Productions. 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 website for insights and how we’ve helped other marketers move the needle through our work.

In this conversation, Cole and Brad Stevenson, 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 here 

This podcast is produced by Port Side Productions. 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 website for insights and how we’ve helped other marketers move the needle through our work.