Channel Mastery

Today I present a NOT TO BE MISSED episode that delivers a dual short cut on two of the most important channels we work with as specialty brands – social media and online marketplaces (okay, THE online marketplace, Amazon).

I feature two guests, Larry Plumier, founder and CEO of Indigitous, an Amazon consultancy and marketing agency, and Akvile DeFazio, my new (and favorite) expert specializing in helping her clients stand out amidst the noise of social media using paid strategies, Akvile DeFazio.

Larry’s segment is first, and he’ll be joining me on the podcast once a month going forward. We touch on the latest Amazon headlines in this quick-hit segment, enabling you to understand how Amazon is evolving (there has been a TON of news lately on Amazon, not to mention Prime Day, July, 2019, which is the day Larry and I recorded his segment).

Akvile's segment is not just a 30,000-foot view on paid social media strategies or the state of key social platforms. She and I really dive in and the result? You get a down and dirty examination of what’s working and how you can use Facebook, Instagram, LinkedIn and Pinterest to your brand’s strongest advantage. Akvila shares specifics, tactics and recommendations on how to move the ball forward toward your social media advertising goals.

Amazon, and social media, social media advertising and shoppable social are in a constant state of evolution. Today you’ll learn how these channels are evolving. Akvila’s segment will also give you implementable tools to help you utilize key social channels to get inside your consumer’s head and create a visual experience that engages and converts. Akvila also takes some of the stage fright out of executing a strategy; she’s all about progress over perfection.

As any specialty retailer knows, this is not a decision that’s made lightly. In a two-part series, I’ll be interviewing Kimberly Grogan, co-owner of Dash-Sports, to document the expansion. In this first episode, we drop in on the reasoning behind their decision to expand, why the time is now, and what strategies she and her partner/husband are employing to up the odds for success. The second will be about how the Grogans worked with their key brand partners to make a rolling, month-long grand opening a success.

The Grogans have complete focus on serving their target consumer and this show is a case study of how one specialty retailer was literally pushed by its devoted community for an expansion.

Dash-Sports (currently transitioning from its former name, Gear for Multisport) is also an excellent example of a retailer activating multiple channels toward a single goal: to engage and to be of service to its customer. Every decision they make is oriented toward providing a better experience for their consumer, and supporting and encouraging their consumers’ active lifestyles. Dash-Sports turns customer lifetime value into a guiding philosophy, not just a metric.

Used gear is huge right now. In the apparel sector, alone, ThredUp estimates the resale industry will be worth $41 billion by 2022. To call pre-owned gear a trend risks diminishing the social, environmental and fiscal values in this type of circular economy.

Nick Martin understands this because he was one of the pioneers in the used sector. As founder and CEO of The Pro’s Closet (TPC), he studied eBay to learn consumer behaviors around re-sale gear. To say he learned well is an understatement. TPC launched in 2006. Recently, it’s been consistently growing 120 percent year over year.

The keys to the e-commerce company’s success can be traced to Nick’s background as a pro cyclist, a stroke of amazing luck with six Colnago Futura frames, a strong team, and a boatload of work. Today TPC is managing the near impossible by figuring out how to navigate tricky world of bike retail (resale) without stepping on toes.

The used market is about experiences, sustainability, price and encouraging participation growth by allowing customers to upgrade within their means. So many lessons and so many stories to tell. I hope you enjoy my conversation with Nick Martin.

Nick Martin was a pro cyclist living in a 1962 VW bus, when he decided to sell everything he owned except for his bike and bus in order to keep living his dream of riding professionally. The experience sparked the idea for The Pro’s Closet (TPC), the largest, pre-owned bike shop in the world.

How many brands from the 1930s are you looking to for social media and content marketing leadership? Not many, I would think. But Airstream, the iconic brand that never seems to go out of style, is not typical in any way. And it is leveraging its loyal fan base and driving content and training like few others!

Airstream is a legacy, consumer-centric brand – a description many would consider to be an oxymoron. In testament to both the quality of workmanship and the devotion of Airstream owners, 75-80 percent of all Airstream trailers ever made are still on the road. But don’t let “legacy” and “iconic” and “1930s” lead you to assumptions about their customer. There’s a wide range of demographics and consumer profiles in the Airstream owner community.

Today I speak with Bob Wheeler, president and CEO of Airstream. For all the vintage aesthetics and nostalgia in the Airstream universe, this company is demonstrating leadership in training, digital marketing, content creation and marketing, leveraging user-generated content, events…the list goes on. The brand also works with a network of independent dealers, which presents its own set of challenges and bonuses.

My guest today, Jonathan Ellsworth, dropped some hardcore philosophy references from his background in academia. When he quoted Spinoza, I’m not gonna lie, I just rolled with it like I hadn’t ditched the majority of my Phil 101 class at UC Davis to ride.

Jonathan Ellsworth is founder and CEO of Blister, the online gear review site whose mission is to offer the most in-depth and honest review possible. Blister is fanatical about gear and the activities our gear allows us to do. This passion has been recognized (and rewarded) by a global audience of consumers that are equally enthusiastic about their gear, their sports, and the honesty they’ve come to rely on from Blister.

I have the pleasure today of speaking with one of the absolute best in the business, Dana Caraway, founder of Caraway & Co. Dana and her team are redefining the value equation of what sales reps provide to brands and retailers today – across all channels. 

What’s particularly compelling about Caraway & Co.’s approach is its long-term view of the specialty markets and the people that give them such vibrancy. Numbers matter. Sell-through is crucial. But Dana’s approach to fostering the joy and dedication to these markets is really what sets her and her team apart.

Specialty businesses and brands have the HUGE advantage of having strong relationships with our consumers. It’s person-to-person, hand-to-hand combat, ‘bedside manner.’ It’s not bots, data procurement, algorithms and digital personalization. 

There’s a reason people by from WHO they like, not what they like.

Mark Schaefer is a one-man master class in consumer connection. You’re about to experience 30+ minutes of ideas, examples and total persuasion around how businesses that support their customers and maintain their humanity are winning the battle for attention and market share.

On today's episode of Channel Mastery, we are joined by Blair Clark—President of Canyon Bicycles. 

I am SO thrilled to talk with Christian Schauf today. He is the founder and CEO of Uncharted Supply Co., which is a dear and appreciated client of Verde (full disclosure). Uncharted Supply Co. is a leading, direct-to-consumer brand innovating – and disrupting – the preparedness space.  

In addition to what may be the most AMAZING backstory for any human and brand, Christian also is driven by huge vision, creativity and a willingness to take risks. He doesn’t walk; he sprints toward innovation.

Today, we talk about how Uncharted launched with the ultimate expression of consumer connectedness: crowdsourcing. This digitally-native brand is now taking the leap into the wholesale channel. We’ll discuss how content, the right team, a lot of hustle, and an unending drive to connect with your customer combine for success.

Today, I’m joined by Ashley Korenblat, the founder of OuterBike (and a host of other VERY impressive titles). The first OuterBike was a relatively radical idea: Instead of giving consumers the opportunity to demo a bike in a few circles around the parking lot, bring the bikes to iconic trails the consumer wants to ride.

For the first Outerbike, Ashley called in all sorts of personal favors and connections to get brands to bring their fleets to Moab, Utah, on their way home from Interbike. A decade later, Outerbike has expanded to four incredible riding destinations and is a pilgrimage for thousands of enthusiast cycling consumers.