Backcountry Marketing

Yoon Kim started out in the outdoor industry in 2010, working in finance before that. He started the outdoor industry's first digital agency in 2010, and the industry's first media conference in 2014, the Outdoor Media Summit.

In this conversation, Cole and Yoon discuss:

- the future of outdoor industry events - why some industry's tradeshows thrive while others suffer - what the biggest threat is to events - the start of the Outdoor Media Summit and how it's evolved

You can learn more about the Outdoor Media Summit here: https://outdoormediasummit.com/

You can also catch up with Yoon here: https://www.linkedin.com/in/yoon-kim-5027b214/

This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We'd love to help!

So, how can brands continue to connect with audiences in new and innovative ways now that the golden age of branded films is dead? Our guest on this episode will help us learn how.

Lindsey Hagen is the Head of Development at gnarlybay, a full production studio based in Boulder, CO. She oversees all creative development, sales efforts, and marketing for the company. She also directs with a focus on impact storytelling in the branded space.

In this episode, Lindsey and Cole discuss:

- why the golden age of branded films are over - what problems marketers are facing when it comes to branded content - with the landscape changing, how brands can still connect with audiences - creating 360 campaigns to get creative on multiple touch points And much more! You can catch up with Lindsey here: https://www.linkedin.com/in/lindsey-hagen-2770b836/

You can learn more about gnarlybay here: https://www.gnarlybay.com/

This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We'd love to help!

You may recognize this episode's guest from a past episode of the Backcountry Marketing Podcast. As he describes himself, Sam Van Boxtel is "just a climber obsessed with social media." Well, he's much more than that. Sam is a climber and entrepreneur based in Vancouver, Washington. He and his team make up Climbers Crag, the climbing industry's leading social media agency, helping outdoor brands with social media and YouTube management. Sam joins Cole again on the show, this time to talk about the huge opportunity that is YouTube for all outdoor brands. Listen in as Sam shares some recent insights he's found that are changing his perspective on YouTube for brands. You can learn more about Sam's company, Climber's Crag here: https://www.climberscrag.com/ You can connect with Sam here: https://www.linkedin.com/in/samuel-van-boxtel-607b74189/ This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We'd love to help!

Scot Keith is the founder and CEO of One Twenty Three West (123W), an advertising agency in Vancouver. They moved from the garage to an industrial laundromat and now they work in a B-grade building with plywood floors - all to keep the talent high and the overhead low.

In this episode, Cole and Scot discuss:

- how to start an agency - the power of creativity - positioning an agency with low overhead and high-caliber talent - how to manage well but keep autonomy

You can catch up with Scot on LinkedIn: https://www.linkedin.com/in/scot-keith-9560125/

You can learn more about One Twenty Three West here: https://123w.ca/

This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We'd love to help!

Evan Swinehart is the Director and Partner of Lumenati Productions. After graduating from the University of Colorado with a film degree, Evan spent years shooting and finding work within the outdoor industry as well as the ad world. Eventually, Evan started Lumenati Productions to help serve more brands and projects.

In part 4 of our 4-part storytelling series, Cole and Evan discuss:

- what is happening in the industry overall - the importance and art of a great creative brief - analytics versus art - the importance of a brand's voice

You can catch up with Evan on Instagram: https://www.instagram.com/swiney/

You can learn more about Lumenati here: https://lumenati.com/

This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We'd love to help!

Tony Sattler is the Executive Vice President of Experience and Insight st Swanson Russell where he helps create innovative strategies and experiences for their key clients while constantly evolving the agency's core research and strategy development capabilities.

In Part 3 of our 4-part Storytelling Series, Cole and Tony discuss: - how brands can create exceptional experiences - why data strategy is good for marketing strategy - leveraging AI to create more robust experiences and engagement with your audiences - why insight drives great creative

You can catch up with Tony on LinkedIn: https://www.linkedin.com/in/tonysattler/

This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We'd love to help!

Megan Prettyman is the Marketing Manager at Gear Patrol and joins us on the show to talk about the importance of understanding your audience for storytelling and more.

This is part 2 of our 4-part Storytelling Series.

In this episode, Cole and Megan talk about:

• audience segmentation
• how to use data to tell stories
• what product journalism is and why it is important
• meet your audience where they're at

You can catch up with Megan on LinkedIn here: https://www.linkedin.com/in/meganprettyman/

This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We'd love to help!

Roo Smith is a commercial/documentary filmmaker and photographer based in Boulder, Colorado. He has produced films for Outside Magazine in Ireland, camera operated for Netflix in the Rocky Mountain West, photographed among indigenous communities in Peru and Ecuador, directed videos with professional climbers in Mexico and has received notable recognition in his hometown of Orcas Island in Washington State for his work telling uplifting stories in the outdoor space.

Roo joins us as part of our 4-part storytelling series to discuss the power and importance of stories.

In this episode, you'll learn: - about the importance of vulnerability and authenticity in storytelling - how to create emotion-driven strategies to create meaningful relationships with others - how to build brand resonance over building company awareness - why stories help us heal

And much, much more!

You can catch up with Roo at his website: https://roosmith.com/

This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We'd love to help!

Nick Symmonds is a two-time Olympian turned YouTuber and entrepreneur, hitting over 1 million subscribers. Nick is also a mountain climber, already hitting 44 out of 50 state high points and 2 of the 7 summits.

In this episode, you'll learn:

- how to get started on YouTube - how brands can win on YouTube - how to create engaging content - what challenges we'll see on YouTube in the future

You can check out Nick's YouTube channel here: https://www.youtube.com/@nicksymmonds

This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We'd love to help!

Brock Ellis is the Creative Director at Mountain Equipment Company, managing all campaign outputs from the creative team, working directly with the Brand Director and VP of Marketing.

Brock joins Cole on the show to discuss what happens when a rebrand goes wrong.

On this episode, you'll learn: - what goes into rebranding - what happens when the rebrand goes wrong / the loss of brand support - how to come back and rebuild the brand

You can learn more about Mountain Equipment Company here: https://www.mec.ca/

This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We'd love to help!