Backcountry Marketing

What makes a compelling story?

There are two ingredients that are crucial to a good story and in this Fireside episode, Cole shares some insights he noticed while attending the premiere of Port Side Production's latest feature documentary film with Athletic Brewing Company.

Check out the film "Inches to Miles"

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These Fireside Chats are short discussions where we'll delve into the heart of storytelling and its pivotal role in today's marketing landscape. In these short episodes, we'll explore the art of storytelling, and uncover the insights to help you craft narratives that captivate, resonate, and leave a lasting impact on your brand.

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Curious how your brand's storytelling efforts stack up? Take this 9-question quiz to evaluate the health of your brand storytelling.

In this episode, Matt Powell shares insights and observations about the economic state of the outdoor industry. It's common news that the COVID boom than bust has spun the industry into a downward spiral but Matt sheds some new light into the predicament as well as opportunities that could break the industry out of its spiral.

Matt has 51 years of experience in the retail industry and currently advises outdoor + athletic businesses based on data and insights.

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.

An interview is the bedrock of storytelling. It has the potential to make or break the content that's being produced. In this episode, Cole Heilborn shares tips and tricks after running hundreds of interviews for leading brands in the outdoor industry.

Takeaways

-Preparation and casting are crucial for successful interviews.

- Active listening and asking follow-up questions are essential.

- Interviewers should balance managing and restraining the conversation.

- Creative liberty can be used while honoring the truth of the interviewee's story.

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These Fireside Chats are short discussions where we'll delve into the heart of storytelling and its pivotal role in today's marketing landscape. In these short episodes, we'll explore the art of storytelling, and uncover the insights to help you craft narratives that captivate, resonate, and leave a lasting impact on your brand.

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Curious how your brand's storytelling efforts stack up? Take this 9-question quiz to evaluate the health of your brand storytelling.

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.

Everyone wants to get outside. Time and time again we see headlines about overtourism and the downsides of destination towns being flooded with people. What role does marketing play in fixing this problem? Is marketing to blame? Kylie Kullack is the Head of Client Engagement at STRUCK, STRUCK is an agency that has seen tremendous success driving people to tourist destinations around Utah and in this episode, Kylie shares insights about this evolving conversation from the front lines.

In this episode, Cole and Kylie discuss:

• The future of healthy tourism

• Measuring resident sentiment

• Changing KPIs of tourism success

• AI and tourism

• Marketings role in this problem

You can catch up with Kylie here and learn more about STRUCK 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 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.

What is the value of a loyal audience?

This is a big question that many brands ask themselves as they evaluate whether or not to pursue brand storytelling. In this episode, we explore the dollars and cents of customer loyalty, how brand storytelling builds loyalty with an audience, and how the countless decisions in the filmmaking process are opportunities to either build or break trust with a brand's audience. Takeaways

- Brand storytelling helps differentiate a brand and build an engaged and loyal audience.

- Building trust through brand storytelling can have a significant impact on a brand's bottom line.

- Transitive trust is a powerful tool in brand storytelling, where trust in characters on screen translates to trust in the brand.

- Resonating with the audience, choosing appropriate locations, ensuring authenticity, and paying attention to supporting details are crucial in building trust through brand storytelling.

Chapters 00:37 - The Value of Being Different 01:31 - The ROI of Loyalty through Brand Storytelling 03:25 - The Impact of Loyalty on the Bottom Line 04:24 - Transitive Trust in Brand Storytelling 05:49 - Opportunities to Build Trust in Brand Storytelling 06:44 - Resonating with the Audience 07:41 - Choosing Locations that Resonate 08:07 - Authenticity in Brand Storytelling 09:03 - Supporting Details in Brand Storytelling 10:00 - The Importance of Asking the Right Questions

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These Fireside Chats are short discussions where we'll delve into the heart of storytelling and its pivotal role in today's marketing landscape. In these short episodes, we'll explore the art of storytelling, and uncover the insights to help you craft narratives that captivate, resonate, and leave a lasting impact on your brand.

//

Curious how your brand's storytelling efforts stack up? Take this 9-question quiz to evaluate the health of your brand storytelling.

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.

Liz Esche is the Head of Marketing at Mind Studio, a tech company that is helping revolutionize the AI industry. Liz cut her teeth working in the outdoor industry over the years but recently jumped ship to work in the tech field. In this thought-provoking episode, she shares her insights and observations about AI's impact on the outdoor industry.

In this episode, Cole and Lindsay discuss:

• The future of websites and personal AI

• Gated vs ungated content and the flood of AI-generated content

• The importance of brand trust in this new future

• Email marketing and other categories AI might disrupt

You can catch up with Liz here and tune in for their upcoming webinar about building automations without code

If you're liking 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.

The outdoor industry is good at its craft. Maybe a little too good. Every brand is producing products that are tougher, lighter, and more effective than ever before. Our industry has done such a great job of pushing each other to constantly improve that it's all starting to look, feel, and perform the same.

This is a good problem to have because it brings out the best in everyone. But in a sea of sameness, how do companies stand out if their product alone isn't discernible? Price point certainly is a factor as are availability, sizing, and colorways but at the end of the day, the only thing that separates a company from their competition is its brand.

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These Fireside Chats are short discussions where we'll delve into the heart of storytelling and its pivotal role in today's marketing landscape. In these short episodes, we'll explore the art of storytelling, and uncover the insights to help you craft narratives that captivate, resonate, and leave a lasting impact on your brand.

//

Curious how your brand's storytelling efforts stack up? Take this 9-question quiz to evaluate the health of your brand storytelling.

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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

Liz Esche is the Head of Marketing at Mind Studio, a tech company that is helping revolutionize the AI industry. Liz cut her teeth working in the outdoor industry over the years but recently jumped ship to work in the tech field. In this thought-provoking episode, she shares her insights and observations about AI’s impact on the outdoor industry.

 

In this episode, Cole and Lindsay discuss:

 

• The future of websites and personal AI

• Gated vs ungated content and the flood of AI-generated content

• The importance of brand trust in this new future

• Email marketing and other categories AI might disrupt

 

You can catch up with Liz here and tune in for their upcoming webinar about building automations without code

If you’re liking 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.

Sakeus Bankson is the Snow and Mountain Bike Catagory Editor at Patagonia, with past roles at The Ski Journal and Freehub Mountain Bike Magazine.

In this episode, Sakeus and Cole discuss:

• Why mountain biking is such a tough category

• The difference between extraction and appreciation

• How to tell stories as a brand

• Thoughts on e-bikes

• How to fight for the places we love to recreate in

And much, much more!

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.

Lindsay Yaw Rogers is the founder of Raw Strategy, an agency that works with high level athletes and leaders throughout the industry on positioning and messaging. She works with the Olympic and paralympic athletes as well as the North Face athlete team.

In this episode, Cole and Lindsay discuss:

• How brands could better work with and equip their athletes

• The differences between influencers, ambassadors, and athletes

• Empowering athletes and employees to be brand ambassadors

• Her hopes for the future of athlete programs in the outdoor industry and beyond

You can catch up with Lindsay here and learn more about Raw Strategy here.

If you're liking 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.