Channel Mastery

Frank Hugelmeyer is president of the RV Industry Association, co-chairman of Go RVing, and a co-founding board member of the Outdoor Recreation Roundtable. He has more than 30 years of experience in the sporting goods, fitness equipment and outdoor industry private sectors and an extensive background in retail, manufacturing, brand development, public policy and association management.

Check out the full show notes, video, and more at http://www.channelmastery.com/48

With a background in design and construction, Johannes Ariens is the co-founder and CEO of LOGE Co. and founder of Radify Development. He calls himself an alternative developer, passionate about design, thoughtful in what he chooses to create, and striving to build an experience rather than just a structure. He believes there is a relationship between the built and natural environments, and that harmony between the two is essential to their success.

For full show notes go to www.channelmastery.com/46

Topics covered: Overlanding, vehicle supported adventure (VSA), the adventure portal business model, demographics of overlanding, geographic selection, campers trucks and rigs, overland audience profiles, preferred and successful channels for the overland market, value price and authenticity, completing the consumer journey, the importance of forums.

In today’s episode we talk about the state of the bike industry, the rise of e-bikes, the curious catch-22 of bike share programs, and how cycling literally saved a town. If you’re feeling world weary, this may just be the jolt you need to modify your perspective and charge at the excitement of the challenge.

On today’s episode, I speak with Sarah Lockwood, the founder and CEO of College Outside. She has revolutionized the gear/outdoor rec program relationship. Her organization works with colleges and outdoor brands to get the schools the gear they need, and to help brands connect with this crucial age group.

For the full show notes and resources, go to www.channelmastery.com/44

Topics covered: Conglomerates, Rock/Creek, Camping World, Marcus Lemonis, #vanlife,  mergers, overlanding, data as a goal, market segmentation, market crossover, backcountry.com gearheads, REI, used gear, the pros and cons of diversifying retail

Check out the resources and full show notes at ChannelMastery.com/42

Topics covered: consumers reviews, using consumer reviews to plan product and marketing, words never to use in marketing, positive word association, aggregating data, market segmentation, consumer-driven production cycles, online merchants as publishers, the value of point of sale data, pivot language

Topics covered:

social commerce, retail analysis, network consumers, daily media mix, Facebook algorithm change, Facebook Live, shoppable posts, canvas ads, carousel ads, Instagram product launches, Pinterest, Snapchat, Twitter, Amazon Spark, monetizing brands on Amazon, chat bots

Check out the full workbooks, links, and show notes at: www.channelmastery.com/40

Topics covered: omnichannel bike industry, customer experience, ebikes, bike industry analysis, integrating channels, mobile service, customer lifetime value, customer retention, return rates

View the full show notes, access free infographics and workbooks at: VerdeStrategy.co/39

Topics covered: Personalization, consumer reviews, marketplace brands, channel conflict, Amazon and other marketplaces, humanizing a digital experience, re-engineering retail and the ongoing challenge of constantly anticipating change from consumers today.