Backcountry Marketing

In this episode, Cole and Steve Holmberg, 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.

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. Enjoy this episode and discover other resources below:

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Booklist | Here's our curated list of recommended books over the years.

LinkedIn | Join the conversation and share ideas with other industry peers.

Apple Podcast | Want to help us out? Leave us a review on Apple.

Guest List | Have a Guest in Mind?  Share them with us here.

Find Out Why | Curious why a video production company would produce a marketing podcast? 

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.

This podcast is produced by Port Side Productions. 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:

Marc's Episode | Tune into Marc's Episode

Booklist | Here's our curated list of recommended books over the years.

LinkedIn | Join the conversation and share ideas with other industry peers.

Apple Podcast | Want to help us out? Leave us a review on Apple.

Guest List | Have a Guest in Mind?  Share them with us here.

Find Out Why | Curious why a video production company would produce a marketing podcast?

In this episode, Cole sits down with Marc Bock, 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 show notes for more insights and the interview transcript

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. 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:

‍

Booklist | Here's our curated list of recommended books over the years.

LinkedIn | Join the conversation and share ideas with other industry peers.

Apple Podcast | Want to help us out? Leave us a review on Apple.

Guest List | Have a Guest in Mind?  Share them with us here.

Find Out Why | Curious why a video production company would produce a marketing podcast? 

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

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. 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:

Booklist | Here's our curated list of recommended books over the years.

LinkedIn | Join the conversation and share ideas with other industry peers.

Apple Podcast | Want to help us out? Leave us a review on Apple.

Guest List | Have a Guest in Mind?  Share them with us here.

Find Out Why | Curious why a video production company would produce a marketing podcast?

In this episode, Cole and Will Truettner 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.

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. 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:

‍

Booklist | Here's our curated list of recommended books over the years.

LinkedIn | Join the conversation and share ideas with other industry peers.

Apple Podcast | Want to help us out? Leave us a review on Apple.

Guest List | Have a Guest in Mind?  Share them with us here.

Find Out Why | Curious why a video production company would produce a marketing podcast? 

In this episode, Cole sits down with Kristin Gavin, 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.

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. 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:

‍

Booklist | Here's our curated list of recommended books over the years.

LinkedIn | Join the conversation and share ideas with other industry peers.

Apple Podcast | Want to help us out? Leave us a review on Apple.

Guest List | Have a Guest in Mind?  Share them with us here.

Find Out Why | Curious why a video production company would produce a marketing podcast? 

In this episode of the Backcountry Marketing Podcast, Cole and Kevin Knutson 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.

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. 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:

‍

Booklist | Here's our curated list of recommended books over the years.

LinkedIn | Join the conversation and share ideas with other industry peers.

Apple Podcast | Want to help us out? Leave us a review on Apple.

Guest List | Have a Guest in Mind?  Share them with us here.

Find Out Why | Curious why a video production company would produce a marketing podcast? 

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:

‍

Booklist | Here's our curated list of recommended books over the years.

LinkedIn | Join the conversation and share ideas with other industry peers.

Apple Podcast | Want to help us out? Leave us a review on Apple.

Guest List | Have a Guest in Mind?  Share them with us here.

Find Out Why | Curious why a video production company would produce a marketing podcast? 

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.