OUTdrive

Shawn Wozniak is an outdoor enthusiast that loves the rural lifestyle. His passions make him a great fit for his role of MEC Outdoors manager at Mayville Engineering Company. Known for its exceptional quality and service, MEC Outdoors is a leading manufacturer of shotshell reloaders, clay target machines, metallic reloaders and accessory products.

Shawn grew up in Wisconsin and his love for the outdoors began at an early age, spending his time in the woods or on the water every chance he had. This passion led him to earn a degree in conservation from the University of Wisconsin-Milwaukee, where he also played intercollegiate baseball. After graduation, Shawn gained experience as a firearms salesman at Cabela's before accepting a position at MEC Outdoors. Since joining the team over ten years ago, he has played an integral role in the growth and success of the company, leading the charge to sell products around the world. While the company has expanded and Shawn's role has evolved, the team remains true to connecting with customers on a personal level and providing the best experience possible.

Join Cliff Callis and Shawn Wozniak as they discuss how MEC Outdoors effectively reaches customers through lifestyle marketing with a grassroots approach, the value of sharing interests and passions with customers and growing a business with complementary products. They also discuss effectively reaching the next generation and the effects of COVID-19 on the supply chain and marketing. Check it out!

What you'll learn:

• The value of having a passion for your brand's products and industry
• The power of lifestyle marketing and enabling customers to envision themselves using your brand's products
• Effective grassroots marketing and connecting with customers at industry events
• Connecting with customers over shared interests and hobbies
• What marketing to the next generation of customers looks like and the role social media plays
• More on growing a business with complementary products and how MEC Outdoors has capitalized on new opportunities
• How MEC Outdoors has navigated the challenges of the COVID-19 pandemic and its impact on the supply chain and marketing
• More from Shawn on what he enjoys most about the rural lifestyle

Steven Burger is the president and third-generation owner of the Burger family to operate Burgers' Smokehouse, a company that has withstood the test of time because of its family values, hard work and innovation.

In 1927, Steven's grandfather began curing country hams using his mother's proven recipe from Germany. The business steadily grew over the years, and their ham house was built in the 1950s. Steven's father and grandfather continued to expand the business by adopting new technologies and methods. Today, Steven and his family are continuing to build upon this foundation and preparing the business for generations to come. The company continues to grow through new technologies, acquisitions, digital marketing, direct mail and good old-fashioned hard work.

Join Cliff Callis and Steven Burger as they discuss how Burgers' Steakhouse has blended new technology with rural American integrity, the evolution of the mail-order business and integrating direct mail with digital technology. They also dive into what it's like to grow a family business, the opportunities in rural America and the importance of evolving over the years. Check it out!

What you'll learn:

• Adopting innovative technologies for business growth
• The evolution of the mail-order business and how it has contributed to the success of Burgers' Smokehouse
• The opportunities and challenges of growing a family business in rural America
• Integrating direct mail with digital technology and how they work hand in hand at the core of Burgers' business to drive sales and deliver results
• Long-term benefits of continuously implementing new technologies as they become available and affordable
• Building a working environment where generations of employees want to be involved in the success of the business
• More about the unique opportunities available in rural America today
• More on how Burgers' Smokehouse has withstood the test of time by remaining true to its family values

In this episode of OUTdrive, Cliff discusses effectively managing the sales funnel and strategic planning in a quick solocast. With the business environment ever changing, you never know what can happen, meaning it's more important than ever to remain open to new ideas and plan for the future. Listen in as Cliff shares insights into recognizing and effectively managing opportunities, nurturing relationships, strategic planning and tools you can implement to help your business achieve sustainable growth.

What you'll learn:

• Insights into the changing business landscape and the importance of remaining informed and aware
• Effectively managing the sales funnel and tips for engaging your audience at every stage in their journey
• The importance of strategic planning and insights you can apply to build an effective plan
• Cliff's thoughts on 'you never know' and how it applies to every area of business, including employees, prospective clients, current clients and additional opportunities
• Tools to help you effectively build and nurture relationships, including marketing automation and strategic content
• Maintaining an open mind and positive outlook and the impacts it has on business
• The importance of remaining consistent and providing value to prospective clients, even when the future is uncertain

Michael Sweeney is passionate about state and local history and the power it has to establish common bonds and bring folks together. He shares this passion as the Missouri State Bicentennial Coordinator for The State Historical Society of Missouri (SHSMO). The Missouri Bicentennial provides an occasion for celebrating and exploring the rich history and culture of Missouri while enjoying it in the present and looking forward to the future.

A lifelong history buff with a breadth of experience and knowledge, Michael is perfectly positioned to spearhead Missouri Bicentennial efforts. He grew up in Kansas City, Missouri and was interested in a career in academia from an early age. He earned a master's degree in library and information science from the University of Missouri before earning a doctorate in American studies from the University of Kansas. His education and interests led him to positions including staff historian and senior research specialist at the Kansas City Research Center and director of collections at the American Jazz Museum in Kansas City before rejoining SHSMO to lead Missouri Bicentennial efforts. In addition to planning this year's celebration, Michael remains interested in academia and identifying common bonds between individuals and communities alike.

Hear Michael and Cliff's thoughts on the power of market research and the role it has played in the Missouri Bicentennial, as well as the extensive planning that set the foundation for Missouri Bicentennial events and activities. They'll also discuss diversity in Missouri and across rural America and the importance of common bonds to build connections.

What you'll learn:

• How the Missouri Bicentennial team leveraged the power of market research to strategically develop and position Missouri's Bicentennial celebration
• An inside look at the extensive planning required to make the Missouri Bicentennial celebration a success and tips you can implement for your next event
• The importance of understanding your audience and how Michael and his team are working to engage individuals across the state
• Insight into the activities and events planned for the Missouri Bicentennial and how you can be a part of the celebration
• Unique stories and examples from Michael from the process of planning this year's celebration
• Michael's thoughts on the importance of giving people the option to participate in a way that is easy and exciting for them
• The importance of building bridges every step of the way and how to leverage those connections for mutual benefit
• More on diversity in Missouri and across rural America and the common bonds found throughout

Thomas MacAulay is an experienced marketing professional who is passionate about continuous growth to deliver optimal results for his organization and his industry. As Executive Director and CEO of the Professional Outdoor Media Association (POMA), Thomas is committed to fostering and excelling the outdoor media space through a variety of creative and effective strategies.

Thomas grew up in Sacramento, California and enjoyed spending his time in the field, mountains, river, ocean and anywhere in between. His family moved to Atlanta, Georgia when Thomas was a teenager and his love of the outdoors stayed with him. He attended American River College and began his career at The Home Depot. He stayed with the company for over 10 years, taking advantage of countless opportunities to learn new skills and grow as an individual and professional.

Thomas later accepted a position with BPI Outdoors as a customer service representative and advanced to several positions before ending his time with the company as Marketing Manager. Continuously striving for growth, Thomas accepted his current position with POMA and now oversees many aspects of the organization, including membership recruitment and retention, community and public relations, financial, tax and risk management and more.

Hear Cliff and Thomas' thoughts on engaging audiences through experiences and the importance of strategic communications to promote meaningful dialogue. They also discuss planning for long-term growth, the effectiveness of print media and integrated marketing and communicating with rural audiences in urban areas. Check it out!

What you'll learn:

• Effective and strategic communication and the importance of two-way dialogue for engagement
• The importance of doing whatever it takes and continuously challenging yourself to learn something new
• Adapting and pivoting to provide value for your audience, even during challenging times
• Thomas' thoughts on always being eager to step up to the plate and take on new things
• The importance of planning for long-term business success, especially when business is good
• Insight into the outdoor space and how businesses and marketers are adapting to the changing environment
• Effective communication strategies to reach rural Americans and the value of incorporating traditional mediums with new technologies
• More on the rural American lifestyle and those who live it, no matter their geographic location

Dr. Andrew McCrea is the creator of the daily radio program "The American Countryside," which is heard on over 100 radio stations and satellite nationwide. Andrew's TV broadcasts are seen on weekends on RFD-TV. "The American Countryside" has won five Oscars for rural and agricultural broadcasting.

Andrew is also the owner of McCrea Farms, keynote speaker for leadership training and author of five award-winning books on life and leadership. Andrew is an expert in the field of communications media, interpersonal motivation and environmental team building. He loves communicating and building up people and their communities through storytelling.

Andrew grew up on a farm in Northwest, Missouri. After obtaining his degree in agriculture at the University of Missouri, he returned home to the 4,000-acre family farm. Agriculture was, and still is a very important part of his life. Although he did not study communications in college, he became the expert that he is through his life experiences, internships, and his time serving as a national FFA officer.

Andrew talks about the value of hard work and how he received the best life lessons growing up on the farm from two of the best communicators he knew, his grandfathers. He is able to balance his many endeavors by making time work for him, not working for time. While on the road speaking, interviewing for the podcast, and even out on the farm, Andrew uses time to his advantage to accomplish all that he does.

Join Cliff Callis and Dr. Andrew McCrea as they discuss sharing the stories of rural America and turning the ordinary into the extraordinary. They also dive into the topic of how anyone has the ability to be the media, accountability in marketing and communications and influencer marketing in rural America. Check it out!

What you'll learn:

• More insight from Andrew on the concept of turning the ordinary into the extraordinary
• The opportunities of growing up in rural America
• Insight into how anyone can be the media with the digital tools and platforms available today
• The importance of accountability in marketing and communications and the value of a reference from a trusted friend
• The power of influencer marketing in rural America
• How website and online marketing allows anyone to get involved in agriculture
• The advantages of rural America becoming more connected.
• Opportunities available in rural America in the growing direct-to-consumer market
• The importance of listening and the impact it has creating engaging stories

Chris Pyle is a hardworking and down-to-earth guy that has many interests in life, including educating students that have special needs, the rodeo industry and ranching. Chris is an assistant superintendent for the Sedalia, Missouri 200 school district, as well as a rodeo announcer and rancher. No matter how busy he may be, he makes a difference in the lives of others and remains humble every step of the way.

Chris was just 11 years old when his grandfather took him to his first rodeo camp. He immediately fell in love with the sport and continued to attend camps to gain the skills needed to obtain a competitive edge. His work paid off as he claimed three Missouri high school state championships in bull riding and continued to compete in college. While recovering from an injury sustained during an event, Chris was introduced to rodeo announcing by a friend and he recognized the opportunity to continue his love of the sport. Throughout his rodeo career, he has received 29 Finals Announcer and Announcer of the Year awards, including 17 trips to the NFPB (National Federation of Professional Bullriders) finals. In addition to rodeo, Chris is passionate about the family ranching operation, his career in education and enjoying the rural way of life with his wife and kids.

Hear Cliff and Chris' thoughts on effective communication strategies to reach rural Americans, the rodeo industry and competition, and the impact it has had on Chris' life. They'll also discuss his unique ranching operation raising professional bucking bulls and his career as an educator. Check it out!

What you'll learn:

• Effective communication strategies to reach rural American audiences, including video, social media and integrated marketing
• Life lessons and core values that Chris gained from rodeo and continues to live by today
• The importance of learning how to lose, and the lessons that are taught through sports
• Insight into successfully balancing multiple interests in different areas of life
• The story of Chris' introduction to rodeo and how he continued to advance in the sport
• Strategies Chris uses to reach customers as the owner and operator of a ranching operation raising professional bucking bulls
• The importance of family and the role they play in the success of rural Americans
• More on the rural American mindset and what it means to those who live, work and play her

Caroline has been a farm girl her entire life and has made it her life's passion to share her experiences with others. She is the founder of The Farm Story, which educates others about the agriculture industry through podcasts, social media, blog and other content. She is committed to combating misinformation and providing an inside look at what life on the farm truly looks like.

Caroline was raised on her family beef farm in rural Missouri. Like many youth in rural communities, she spent her mornings caring for livestock before heading off to school each day. Growing up, she was heavily involved in 4-H and FFA, as well as an avid softball player. Passionate about the sport, she attended William Woods University to continue playing and to pursue a degree in communications. While at college, she began sharing her stories from the farm with peers and she recognized the need for agricultural education. She set out to tell her story and later founded The Farm Story, sharing her own experiences and encouraging others to share their farm stories as well. She now stays busy working on the farm, managing The Farm Story and connecting with others across America.

Hear Cliff and Caroline's thoughts on the importance of education and how Caroline reaches and engages her audiences through entertaining content. They also discuss entrepreneurship, podcast growth, social media strategies and what's ahead for The Farm Story. Check it out!

What you'll learn:

• The importance of education to combat misconceptions and misinformation
• The value of sharing personal stories to provide an accurate and truthful look into the agricultural industry
• An inside at look how The Farm Story came to be and what Caroline sees ahead
• Social media strategies Caroline uses and why they are effective to reach and engage audiences
• The importance of meeting people's desire to be entertained and creating content that meets these needs while educating and inspiring
• How COVID-19 has impacted The Farm Story and Caroline's opportunities to educate others in person
• Insight into the growth of podcasts, including the opportunity to provide educational content and allow listeners to tune in on their own terms
• The importance of starting a simple conversation and two-way communications
• More about starting and managing a business and how Caroline continues to plan for the future

John Simmons is passionate about his community and he shares this passion through his work every day. As Community Development Director for the city of Sedalia, Missouri, John is integral to creating a business-friendly environment to drive development and redevelopment efforts throughout the community.

John's passion for his community began early in life and continues to grow. Throughout his youth, he was interested in the downtown Sedalia area, noticing how businesses operated and changed over the years, as well as the details that made them unique. After earning a degree in marketing and advertising from Arizona State University, John became the Director of Main Street Sedalia. He went on to gain experience in other communities, including Glenwood Springs, Colorado and Springfield, Missouri before returning to Sedalia and accepting his current position. In his free time, John enjoys being involved in the community and enjoying life with his friends, family and four-legged friends.

Hear more from John and Cliff on business and community development, the value of the rural American workforce and effective messaging strategies to reach rural audiences. They also discuss growth and collaboration with a common-sense approach and take a look ahead toward what's happening in rural communities. Check it out!

What you'll learn:

• Why rural America is a great place for businesses to plant roots and position themselves for growth
• An inside look at what's happening in the city of Sedalia and other rural communities
• Values and traits of the rural workforce and the vital role they play in business development
• How John and his team create a pro-business environment to recruit new companies and support existing ones
• The importance of collaboration for sustainable community growth
• Insights into how John's team navigated the COVID-19 pandemic and what they anticipate as we transition to a post-COVID environment
• Effective messaging strategies to reach rural audiences
• More tips for balancing work and life and the importance of having fun along the way

Dana leads a successful career in marketing and public relations and is currently an Account Supervisor at Callis. She thrives on creativity and precision to effectively communicate client brand stories as well as playing a lead role on key accounts and projects in the agency.

An avid storyteller and experienced marketer, Dana is passionate about connecting with others through the power of words. Throughout her youth, she enjoyed reading and writing and knew it would play an integral role in her future career. She attended the University of Central Missouri, where she pursued a degree in public relations and gained experience writing for the university newspaper. Before joining the Callis team, she served as Executive Director of Marketing and Communications at State Fair Community College, where she started and grew the marketing department and played an integral role in building and promoting the brand for nearly 18 years. Dana fills her spare time enjoying the rural way of life with her husband and her Golden Retriever Finn.

Hear Cliff and Dana's thoughts on the art of storytelling, effective storytelling frameworks and utilizing storytelling across a variety of platforms. They also discuss how well-crafted stories tie into the customer journey, how they resonate with human nature, as well as the importance of remaining curious in marketing. Check it out!

What you'll learn:

• The art of storytelling and how it ties into the customer journey
• Why stories appeal to human nature and how to leverage strategic storytelling in communications
• Tips for cultivating stories from daily opportunities, no matter how small they seem
• Effective frameworks of storytelling, including the hero's journey, the Pixar formula and the buyer's journey and how they can be integrated into your communications
• Tips on effectively telling stories across a variety of platforms to effectively reach your audiences
• The importance of remaining curious in marketing and the role it plays in storytelling, especially during the interview process
• Insight into Dana's career in marketing and public relations and the experiences she has gained along the way
• More about life in rural America and the stories to be uncovered by those who live, work and play here