In this episode, I'm joined by Rick Wittenbraker the CMO at Howler Brothers.  We chat about how the pandemic has affected Howler and how they've chosen to respond to it. Rick shares his perspective on why staying true to your brand through times of duress will lead to success.

 

From the episode:

 

"We need to still be us, we can't all of a sudden become something we aren't."

 

"It wasn't tough [for us to help] the inventory wasn't going to make or break us, we're helping our community and at the end of the day that's why it's brothers plural."

 

"Being nimble, not thinking you have the answers, being willing to adapt, these are all things that at any moment under duress, I think are opportunities for someone to not just survive, but thrive."

 

Follow Howler Brothers and Rick:

@howlerbros

@wittrick

 

Episode Sponsored By:

Darby Communications

https://www.darbycommunications.com/

@darbycomm

 

Produced by:

Port Side Productions

@backcountrymarketing

@portsideproductions

@coleheilborn

 

Seven years ago Coalition Snow would have needed an introduction to this podcast. Today however few haven't heard of this women lead company. For seven years they've fought for what they believe, rattled the cages of the snow world, and have made allies and enemies while blazing their own path.

 

In this episode, the CEO of Coalition Snow, Jen Gurecki shares her perspective on starting the company, becoming a thought leader, and giving a voice to underserved individuals in the snow sports world.

 

From the episode:

 

"It's been a process and an evolution of the brand, I think we got to a point where we realized that we were sort of transitioning from a product to a platform."

 

"People were showing up and wanted to be apart of what we were building, regardless if they were a skier or a snowboarder."

 

"If we started our company on a mission of inclusivity and diversity in snow sports, we really need to walk that talk."

 

"There's not a team of marketing professionals sitting around a table trying to come up with a campaign, or what should we say. Everything you see and read and hear is 100% real. Real talk, from us, it's how we feel."

 

"We don't live in a time where you can be agnostic to the massive social, environmental, and economical problems that we face. Your consumers demand more of you, the world needs you. Stop being afraid and get over yourselves."

 

Follow Coalition Snow:

@coalitionsnow

 

Episode Sponsored By:

Darby Communications

https://www.darbycommunications.com/

@darbycomm

 

Produced by:

Port Side Productions

@backcountrymarketing

@portsideproductions

@coleheilborn

If anyone has doubted whether e-commerce is here to stay, 2020 should have confirmed all of our suspicions. With the abrupt closure of brick and mortar stores, many brands have had to pivot harder and faster to e-commerce than they were planning.

 

In this episode, Linda Balfour speaks about the last 9 months at Superfeet and the challenges that the brand has had in transitioning to e-commerce quicker than anticipated. 

 

She also discusses how they are trying to bring the in-person experience to the digital world all while still supporting their local gear shops.

 

From the episode:

 

"COVID brought us closer together and made us look at how we can do things more efficiently."     "Online is going to become more and more essential as we move into the future of consumerism."     "How do we bring the benefits of brick and mortar, in person, shopping to an online space."   Follow Superfeet: @superfeet  

Episode Sponsored By:

Darby Communications

https://www.darbycommunications.com/

@darbycomm

 

Produced by:

Port Side Productions

@backcountrymarketing

@portsideproductions

@coleheilborn

As the snow has started to fall, the summer rush to the outdoors continues into the mountains. With this large influx of new participants, there is a concern for snow safety amongst the industry. Fortunately, Mammut is no stranger to promoting safety in the outdoors.  Founded 158 years ago in Switzerland, the brand has born when Kasper Tanner started making ropes for mountaineers.

 

Maddie Petry is the Marketing Director for the North American division of the company. In this episode, she talks about how they are working to educate these new consumers on outdoor safety all while still engaging with their core brand evangelists and sticking true to their long-term goals for the brand.

 

 From the episode:

 

"I think where our challenge is, is being at the top of the mountain and coming down the mountain to these people who are just getting into these sports."

 

"It's always scary to take a step back and say, hey we need to look at this from a smaller scale, a more impactful scale to set up for long-term growth."

 

"I think the challenge is playing the long game. It's easy for brands to really think [short term]. For us, it was a process of creating a space for our community to come to us."

 

Follow Maddie and Mammut:

@mammutna

@mads_petry

 

Episode Sponsored By:

Darby Communications

https://www.darbycommunications.com/

@darbycomm

 

Produced by:

Port Side Productions

@backcountrymarketing

@portsideproductions

@coleheilborn

 

In this episode, we dive deep into an underlying problem in American culture as well as the outdoor industry. 

 

Patrick Tullos is the Sr. Manager of Brand Communications and Sports Marketing at Adidas Outdoor. Struggling with anxiety his entire life, he reached the tipping point after overworking himself for a year. Sitting on his couch with his bags packed ready to fly overseas for yet another work trip, Patrick was unable to move and realized something needed to change.

 

Since then he's decided that nothing ever good happens while sitting at a desk and has allowed himself to enjoy the outdoors. The impact on himself and his work has been incredible.

 

From the episode:

 

"For a long time I would say, ok I need to stop drinking caffeine, then I need to stop drinking alcohol, I need to exercise more, and it just wouldn't go away. Ultimately all of those lifestyle changes are good but they're like putting a band-aid on a shotgun wound."

 

"I always felt indebted because I feel so thankful to be in this industry. I was like, I always need to be working so hard for this industry and the brands I work for."

 

"We as a culture and we as an industry have to find a middle ground to say it's ok to get outdoors and enjoy it and work hard."

 

Follow Patrick and Adidas:

@patrick2los

@five_tenoffocial

@adidasterrex

 

Episode Sponsored By:

Darby Communications

https://www.darbycommunications.com/

@darbycomm

 

Produced by:

Port Side Productions

@backcountrymarketing

@portsideproductions

@coleheilborn

 

If you've ever felt like the world has to much stuff then you're not alone. Andrew is the founder of LIVSN Designs and feels the exact same way. Which is why he created a pair of pants that are as comfortable on the trail as they are sitting at a brewery. In his mind, if you're going to make a product that has an environmental impact - you might as well make something that will last and is functional. 

 

In this episode, Andrew shares how his passion for the outdoors and sustainability influences their product design but also influences how they choose to market. 

 

From the Episode:

 

"Less stuff, better stuff."

 

  "We're trying to market on social media without using cliches and without "losing our soul". We want to remain honest and objective as much as we can."       "We try a variety of value propositions in our marketing in an effort to stay objective in our advertising. I.E "High Quality" rather than "Best""       "We want to build a new product that deserves to exist. Make it worth the environmental impact it leaves behind."       "If your business only relies on social media, you're going to go broke. You need a good product."       Want to support LIVSN? Check out their Kickstarter in February featuring their new EcoTrek pants.    

Follow LIVSN:

@livsndesigns

 

Episode Sponsored By:

Darby Communications

https://www.darbycommunications.com/

@darbycomm

 

Produced by:

Port Side Productions

@backcountrymarketing

@portsideproductions

@coleheilborn

UST is shaking up the outdoor industry. Since 1936, they have been creating survival, camping and outdoor equipment. Recently however the company has gone through some internal transition and the team is using this as an opportunity to change up everything. Seeing a need to reach more consumers in a friendly, open and inviting format. The brand is doing a 180 degree pivot to meet the crowds of people who are exploring the outdoors for the first time.

 

John Holdmeier is the brand manager at UST and in this episode he shares how and why the company is changing. From product selection, color schemes, brand values, content strategies, to customer personas. The only thing that isn't changing is their passion for getting people outdoors. 

 

From the episode:

 

"We really try to be intentional about the things that are working well and things that are NOT working well. Then, we try to bring the things that are working well forward as we progress as a brand."

 

"(When talking about consumer persona exercise) Most brands will come up with one or two consumer personas. We ended up creating seven, trying to be as all encompassing as we could be."     "The consumer personas were the most important step to our complete brand refresh. As we do anything for the brand, we reference them and ensure our actions align with them."     "[The outdoor industry] Is a crowded market, But, it's growing so there is a lot of room for us to continue to grow into it."     "We wanted to approach our product line in a way that is extremely accessible to every outdoor consumer."  

Follow UST and John:

@ustgear

@johnholdmeier

 

Episode Sponsored By:

Darby Communications

https://www.darbycommunications.com/

@darbycomm

 

Produced by:

Port Side Productions

@backcountrymarketing

@portsideproductions

@coleheilborn

Eric Porter has had quite a career as a mountain bike athlete. The highlights include being the first rider to grind handrails on a bike, competing in slopestyle for 8 years, then filming and traveling for multiple big free ride videos.

 

A few years ago, however, he reached a point where he asked himself what do I want to do? His career as a competing athlete was slowing down but he still had a burning passion for bikes and adventures. 

 

In this episode, Eric shares how he re-branded himself, works with brands today and shares how he feels knowing his YouTube channel has helped countless other people share his love for mountain biking. 

 

From the episode:

 

"When you find a sport that you love and you're able to go do it and get out of the real world and go ride a bike. It's the best feeling ever."

 

"As an athlete working with the marketing managers, one of my big things is - how do I make their job easier."

 

"It's not saying go buy this bike but creating a cool experience around the bike and connecting people. Trying to get the emotions out and get them to feel something. That's how you get the connection with a brand."

 

Follow Eric:

@portermtb

https://www.youtube.com/channel/UCnzDWHTbEE5UWd3WuQAX6zQ

 

Produced by:

Port Side Productions

www.portsidepro.com

@backcountrymarketing

@portsideproductions

@coleheilborn

5 years ago Gerber Gear had to beg people to show up at their tradeshow booth and enjoy a beer. Fast forward to today, they've now set the bar high for trade show events that draw people to sit in lines for over 8 hours. One year, one of their ambassadors tried to set the world record for most beer cans smashed with an elbow.  Talk about disrupting! The event drew an enormous crowd and is still talked about to this day.

 

Todd Bischoff, the Global Creative Director, shares how he and his team took the brand from existing to thriving to the point that customers are now getting Gerber tattoos. This type of brand loyalty isn't something that happens overnight. But as Todd says, it's all about positively disrupting your space and really understanding your consumer.

 

Shot Show Guinness World Record Event Video: https://www.youtube.com/watch?v=pL7qL2B33hc&t=174s&ab_channel=TheSheepdogSurvivalFund

 

From the episode:

 

"We tapped the keg and no one showed up. I said from that moment on, that will no longer happen again. People don't know who we are."

 

"Are we a military tactical brand, are we a camping and hiking brand? There was always this battle."

 

"We can positively disrupt a trade show by hosting a Guinness World Record event. Or we can come into a retail environment and disrupt a space by doing something no one is doing."

Follow Gerber:

@gerbergear

-

Produced by:

Port Side Productions

www.portsidepro.com

@backcountrymarketing

@portsideproductions

@coleheilborn

 

 

Gary is the Communications Marketing Manager at FOX Factory. To say he's done a lot in his career is an understatement. He graduated after studying PR, and the rest has been a winding road.

 

From reporting, to breaking into the cycling industry as a writer, to helping build Rwanda's cycling tourism, to then helping start a national cycling team in Rwanda, then building cargo bikes for farmers. Gary has done and seen a lot! After transitioning out of the cycling industry, Gary moved to California and ended up at FOX. He's never been afraid of the unknown and has chosen to embrace it.

In today's tumultuous corporate climate due to COVID, Gary reflects on the lessons he's learned over his career. 

 

From the episode:

 

"Hey, do you want to go to Rwanda? If you're buying I'm flying."

 

"When you have an opportunity and it seems a little bewildering on the surface, just explore what it means."

 

"A lot of these experiences have meant that nothing is paved in stone.  I enjoyed being classically trained in PR. That helped lay a foundation."

 

"Don't be afraid to totally jump into a new industry and be confident that the skills learned translate to other industries.

 

Follow FOX

@fox

 

-

Produced by:

Port Side Productions

@portsideproductions

@backcountrymarketing

@coleheilborn

www.portsidepro.com