Shows
Backcountry MarketingOne Question That Could Justify the ROI of Branded Video ContentIs there a simple question to understand the ROI of branded content? Cole reflects on his takeaways from a panel discussion he hosted, the value of brand investments, knowing your audience, long form vs short form, and an update to the rebrand of Port Side About: This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns Enjoy this episode and discover other resources below: Insight Deck | Want 20 of our favorite insights shared on the show? Booklist | Here's o...2025-07-2317 min
Backcountry MarketingWhy Your Content Isn't Pulling Its WeightCole shares a personal reflection on the state of brand content today and why so much of it is falling short. This episode challenges brands, especially mid-size outdoor companies, to rethink how they approach content creation. Why bother doing it if it’s not driving results? Cole makes the case for content that’s built to solve problems, drive value, and show up creatively in a noisy world. He also includes a litmus test you can use to determine if your content is working as hard as it could. About: This podcast is produced by Port...2025-06-1106 min
Backcountry MarketingWill Creative Risk Aversion Kill Your Brand?According to a study by Lions, only 13% of brands are “risk friendly.” Cole unpacks this study, its implications, the future, and ways to make calculated risks. The outdoor industry, though commendable for its investment in branded content, suffers from a lack of creative risk, especially in an economic headwind - yet the data doesn’t lie. It’s actually riskier not to take creative risks. About: This podcast is produced by Port Side, a creative studio powered by the Backcountry Marketing Filter™, a methodology shaped by 200+ conversations with marketing leaders to turn insight into emotio...2025-05-1410 min
Backcountry MarketingThe Super Bowl Commercial that Didn't Cost a DimeIn this episode, Cole Heilborn sits down with Mike Lewis, the VP of Marketing and DTC at Bison Coolers, to discuss how a small outdoor brand found itself featured in a Super Bowl commercial without paying a dime. Mike walks us through how Google handpicked Bison Coolers to represent Texas in its nationwide Gemini campaign, why their family-run story resonated, and how the experience has transformed their marketing approach. From prepping for the massive wave of visibility to capitalizing on newfound brand awareness, Mike shares the real impact of landing on one of the biggest advertising stages...2025-05-0747 minBackcountry MarketingMost Outdoor Video Content is ForgettableMost outdoor brands are creating content, but few are creating content that is emotionally resonant and strategically effective. In this solo episode, Cole reflects on why so many brands are falling short of their creative potential, provides a real life example of how The Backcountry Marketing Filter works, and expands on why Port Side had to evolve. This podcast is produced by Port Side, a creative studio powered by the Backcountry Marketing Filter™, a methodology shaped by 200+ conversations with marketing leaders to turn insight into emotionally-driven video strategy. Enjoy this episode and discover other resources below...2025-04-3013 min
Backcountry MarketingHow Tracksmith Builds Emotional Brand StoriesIn this episode, Cole Heilborn sits down with Massimo Alpian, the Global Director of Communications at Tracksmith, to explore the evolving challenges of brand storytelling in today’s fast-paced digital landscape. They dive into the creative philosophy behind Tracksmith’s most successful campaigns, including the "Year of the Amateur" and "Church of the Long Run," and discuss the brand’s unique approach to fostering emotional connections with runners. Massimo shares insights into why authenticity is key in content creation, how Tracksmith balances long-form and short-form storytelling, and the complexities of measuring ROI in brand marketing. They also unpack...2025-04-2349 minBackcountry MarketingThe Simple Question That Can Make or Break Your ContentEvery person who watches your content is silently asking the same question: “Why should I care?” And if your brand doesn’t answer that clearly and quickly, the message won’t land, no matter how beautiful the visuals are. In this solo episode, Cole unpacks why this question is the real test of whether content works. Drawing from hundreds of interviews with outdoor marketing leaders, he shares common pitfalls brands fall into, how to avoid them, and why answering why it matters is the creative north star for any campaign. Whether you're planning a brand film, ca...2025-04-1607 min
Backcountry MarketingBad Creative Briefs and Bold IdeasIf you’re a creative, marketer, or brand strategist, you’ve probably felt the frustration of working on campaigns that lack clear direction. Maybe you’ve been handed a brief and thought, This doesn’t feel right, but you weren’t given the space to challenge it. Or maybe you’ve seen brands struggle to stand out because they’re stuck following trends instead of creating something original. In this episode, Cole sits down with Matt Trappe—photographer, director, and brand strategist in the running world—to help you understand how creatives can play a bigger role in shaping brand s...2025-04-091h 00Backcountry MarketingWhat We've Learned From 200 Episodes | The Backcountry Marketing FilterIn today’s episode, Cole pulls back the curtain on Port Side’s next evolution and reveals a powerful new tool for outdoor marketers. The Backcountry Marketing Filter is a living database built from over 250 insights shared by the brightest minds in the outdoor industry—leaders who’ve mastered the art of creating strategic, emotional, and effective video content. This isn’t just a resource. It’s the foundation of a new approach. Port Side is no longer just a production company. We’ve become a creative studio that blends the best of a creative studio with th...2025-04-0212 min
Backcountry MarketingYour Outdoor Brand is Competing for Attention—And LosingIn this episode, Cole Heilborn sits down with Charlie Grinnell, the co-founder and CEO of RightMetric, to unpack the changing landscape of audience behavior, content strategy, and digital marketing. Charlie shares why outdoor brands aren’t just competing with each other—they’re competing with Netflix, TikTok, and everything else that demands attention. He explains why understanding audience behavior is more critical than ever, how brands should rethink content effectiveness, and why data-driven insights should fuel creative decisions. They also discuss how brands can avoid making content for a destination that doesn’t exist, the pitfalls...2025-03-261h 07
Backcountry MarketingReimagining Content Creation: Traditional Sports vs. Outdoor SportsIn this episode, Myles McCutcheon, the Director of Content at the Vancouver Canucks joins Cole to dive into the world of content creation, drawing fascinating parallels and distinctions between the sports and outdoor industries. Myles shares insights on audience engagement, the importance of authenticity, and the unique challenges of crafting content for highly knowledgeable markets. Key Topics: Real-time storytelling during live sports games vs. content creation timelines in the outdoor world. Balancing evergreen vs. timely content and understanding where each adds value. The evolving roles of athletes and creators as key...2025-03-0551 min
Backcountry MarketingTREW Gear - Creating a Branded Film FestivalIn this episode, Cole sits down with Chris Pew, the CEO and co-founder of TREW, to explore the pressing challenges brands face in standing out in 2024. They dive into the creative heartbeat of the outdoor industry, discussing TREW’s “TREW To You Film” contest—a celebration of community-driven storytelling, self-expression, and creativity. Chris shares how TREW is fostering deeper connections with its core audience through storytelling and innovative community engagement strategies. The conversation spans the evolution of ski film culture, the role of social media in building authentic communities, and how small brands can leverage creativity to make a b...2025-02-1939 min
Backcountry MarketingInspire, Activate, Celebrate: Outdoor Storytelling with Robin ThurstonIn this episode, Cole sits down with Robin Thurston, CEO and founder of Outside Interactive, to discuss the importance of inspiring people to engage with the outdoors. They explore the cycle of inspiration, activation, and celebration, emphasizing the role of storytelling and user-generated content in motivating outdoor activities. Robin shares insights on the challenges posed by content overload and the evolving landscape of advertising, while also highlighting the need for brands to adapt to change in the outdoor industry. The discussion also touches on the role of social media in promoting outdoor activities, the necessity of original content for...2025-02-0559 min
Backcountry MarketingNavigating Change: Chris Burkard on Creativity, Risk, and AuthenticityIn this episode, Cole sits down with Chris Burkard—photographer, creative director, adventurer, and storyteller. Chris shares his unique perspective on navigating the constant changes shaping the outdoor industry, creativity, and marketing. They dive deep into the evolving role of creatives in a constantly changing outdoor industry. From the blurred lines between artistry and strategy to the challenges of maintaining authenticity in a data-driven world, Chris shares insights from his expansive career and unique perspectives on storytelling, marketing, and brand-building. This is part one of a two-part series featuring Chris. If you have a question for Chris tha...2025-01-2254 min
Backcountry MarketingInside the Creative Process with Garmin’s Lead Producer, Kyle PusateriIn this episode, Cole sits down with Kyle Pusateri, Lead Producer at Garmin, to unpack the intricate world of production. Kyle shares insights from his journey through account management to becoming a producer, providing a unique glimpse into Garmin’s creative ecosystem. From managing large-scale productions to collaborating with internal and external teams, Kyle reveals how to balance efficiency and creativity to execute projects that resonate. Key Takeaways: The Importance of the First Six Seconds: Kyle emphasizes the critical role of grabbing attention on social media while maintaining alignment with long-term brand objectives. Ef...2025-01-0856 min
Backcountry MarketingHuckberry’s DIRT UncoveredIn this episode, Cole talks with Kate West, the director and producer of Huckberry Presents, to discuss the DIRT series. They explore the evolution of episodic content, the importance of understanding the audience, and the unique point of view that Huckberry brings to the outdoor industry. Kate shares insights on building trust and community, the significance of authentic storytelling, and the hard work that goes into creating successful content. In this conversation, Kate discusses the intricate process of content creation for Huckberry, emphasizing the significant behind-the-scenes work that goes into producing episodes. She highlights the importance of connecting content...2024-12-1850 min
Backcountry MarketingStreaming Wars: Why Outdoor Brands Need a StrategyIn this Fireside episode, Cole reflects on the challenges and opportunities within the outdoor industry, particularly focusing on the importance of brand storytelling in a competitive landscape dominated by major streaming platforms. He emphasizes the limited time consumers have to engage with brands and the necessity for compelling content that resonates with audiences. Cole encourages brands to rethink their strategies and invest in storytelling as a long-term approach to stand out in a crowded market. About the Backcountry Marketing Podcast If you like what you’re hearing, feel free to leave us a rev...2024-12-1109 min
Backcountry MarketingStorytelling and Heritage: How Weatherby Engages the Next GenerationIn this episode, Cole chats with Luke Thorkildsen, COO of Weatherby, and discusses the importance of storytelling in marketing. Since 1945 the brand has been defined by its stories. Today the brand produces podcasts and films to engage a younger audience while maintaining its heritage. Luke talks about ROI, how Meta and Google's restrictions on firearm companies create freedom in marketing, and much more. Key Takeaways Authenticity is crucial for brand connection. Weatherby has a rich heritage that informs its storytelling. Content creation can be done in-house for authenticity. 2024-12-0451 min
Backcountry MarketingA Field Guide to Designing Product Based on Consumer NeedsIn this episode, Cole and Steve Holmberg, a veteran of Nike and a professor of consumer research, dive into the importance of consumer research in product development and marketing, discussing how understanding consumer needs can lead to successful products. Steve shares his journey in the industry, the process of conducting effective research, and the significance of insights versus observations. The conversation also touches on innovation in the outdoor industry and the need for a consumer-first approach in research and product development. Key Topics Covered: Consumer research is essential for understanding consumer needs. 2024-11-2044 min
Backcountry MarketingFireside: Creating Relevant Content with Gore-TexIn this Fireside episode, Cole reflects on his conversation with Marc Bock from Gore-Tex. He talks about the importance of storytelling as a marketing tool, emphasizing its role in problem-solving and brand-building, how to justify ROI in storytelling projects and the significance of creating relevant content that aligns with business objectives, media channels, and audience needs. Key Takeaways Justifying ROI in brand storytelling is challenging but essential. Efficient planning of production can meet both bottom-of-funnel and top-of-funnel content needs. Relevant content requires understanding business, media, and audience needs. About...2024-11-1309 min
Backcountry MarketingCrafting Relevant Content and Maximizing Storytelling ROI at Gore-TexIn this episode, Cole sits down with Marc Bock, the global content leader at Gore-Tex, to discuss the intricacies of content marketing and storytelling. Marc shares insights into how Gore-Tex approaches storytelling as a tactic to support its marketing objectives, particularly in engaging younger consumers. He emphasizes the importance of understanding the target audience, building relevant content, developing stories based on business objectives, and justifying ROI in storytelling projects. Key Takeaways Storytelling is a tactic to support marketing objectives. Understanding the target audience is crucial for effective marketing. Building relevant content...2024-11-0648 min
Backcountry MarketingFireside: Problem-First Creative: Prioritizing Purpose Over Story in Video ProductionIn this episode, Cole Heilborn takes a deep dive into an approach he calls Problem-First Creative—the philosophy of prioritizing purpose over aesthetics in video production. In an industry bursting with creative options, it’s easy for filmmakers and brands alike to focus on elements like lighting, talent, and locations. But Cole argues that a more impactful approach involves beginning with a clear understanding of the why behind each project. Rather than simply creating eye-catching visuals, he explains why production should first and foremost solve real business problems. Cole discusses the downside of the content-saturated market, where shou...2024-10-3106 min
Backcountry MarketingHow Constraints Fuel Creative InnovationIn this episode, Cole and Will Truettner discuss the concept of Minimal Viable Creative (MVC) and how it can be applied to creative projects. He emphasizes the importance of constraints in fostering unique ideas and the need to balance creative integrity with business goals. Through a case study that aired during the Tour De Femmes, he illustrates how understanding the audience and focusing on concept over execution can lead to impactful creative work. The discussion also touches on the creative process, the significance of audience understanding, and the challenges faced in production. Key Topics Covered:2024-10-2345 min
Backcountry MarketingNavigating the Congested Outdoor Media LandscapeIn this episode, Cole sits down with Kristin Gavin, Director of Production at Cotopaxi, to discuss the challenges and opportunities in the outdoor media landscape. Kristin shares insights on the congested nature of outdoor marketing, the importance of brand identity, and the need for innovative storytelling that resonates with consumers. The conversation highlights the significance of building connections and the future of outdoor media as brands strive to stand out in a crowded marketplace. Key Takeaways The outdoor media landscape is congested and competitive. Brands need to focus on building genuine c...2024-10-0947 min
Backcountry MarketingWhy Make Meaningful Content When the Algorithm Says Dance?In this episode of the Backcountry Marketing Podcast, Cole and Kevin Knutson discuss the evolving landscape of content marketing in the outdoor industry. They explore the tension between emotional storytelling and the demands of social media algorithms, the risk aversion of brands, and the importance of creating meaningful content that resonates with audiences. Kevin shares his journey as a creative in the outdoor space and emphasizes the need for brands to take risks and embrace their values in their marketing efforts. The conversation highlights the challenges and opportunities facing the industry as it navigates a complex media landscape. 2024-09-2537 min
Backcountry MarketingFireside: Latest Updates and Some Changes to the ShowWe’re making some changes to the podcast. The world of media is changing. As I chat with other creative teams, production companies, and agencies everyone is questioning where the world of media is going in the outdoor industry. This is a topic that’s near and dear to my heart and so in this latest episode, I share some changes about what you can expect to see in the podcast lineup of guests. - Cole About the Backcountry Marketing Podcast This podcast is produced by Port Side Productions. We’re a video...2024-09-1807 min
Backcountry MarketingMarketing as a Laboratory: Crafting Outdoor Magic through the Outside FestivalIn this episode, Cole sits down with Robert Sawyer, the Creative Director of Experiential Marketing at Outside. They dive deep into the concept of marketing as a laboratory and how it can be a powerful tool in forging new models for outdoor gatherings. Robert shares insights from the inaugural Outside Festival, revealing the creative processes and challenges behind this innovative event. Key Topics Covered: Marketing as a Laboratory: Robert discusses how marketing can be used as a space for experimentation, risk-taking, and innovation, particularly in the outdoor industry. The Power of O...2024-09-1132 min
Backcountry MarketingBreaking the Barriers: What Can the Outdoor Industry Learn from Mainstream Sports?In this conversation, Cole and Drew Pautler, Founder and Creative Director of Good Fortune Collective, discuss a thought-provoking topic: what can the outdoor industry learn from mainstream sports? In this episode, Drew and Cole dive deep into the nuances of cultural participation, community building and newsworthy headlines. They explore how mainstream sports like football, basketball, and tennis have managed to captivate massive audiences and create passionate fanbases. Drew shares insights on the importance of making outdoor sports more inclusive and accessible, shedding light on the potential of community-driven strategies to grow the industry. Listen as...2024-08-2837 min
Backcountry MarketingThe Galactic Upheaval in Media with Fitz CahallIn this conversation, Cole and Fitz Cahall, the Creative Director at Duct Tape Then Beer and The Dirt Bag Diaries, discuss the current upheaval in the marketing and media world, emphasizing the impact of fractured audiences, AI, and the shift towards niche content. He explores the challenges and opportunities for creators, brands, and consumers in this evolving landscape. The conversation delves into the importance of storytelling in marketing, the value of curiosity, and the need for long-term vision in brand narratives. Takeaways The current marketing and media world is experiencing a sig...2024-08-1454 min
Creatives In The WildCharge for Your Value in Creative Work, Not Just Your Time, with Creative Director Cole Heilborn Cole Heilborn (he/him) is the Creative Director of film production studio Port Side Productions. His "company of one plus contractors" helps brands in the outdoor and active lifestyle world tell stories that cut through the clutter on the internet and help marketers achieve their goals. Cole is also the host of the Backcountry Marketing Podcast (on which I was a guest on this money episode and this freelancing episode). In this episode, we chat about: Cole's journey from video production hobbyist to full-time business owner Pricing philosophy, value-based pricing challenges in video production in...2024-08-0858 min
Backcountry MarketingBack to the Basics - Performance Marketing is ChangingIn this conversation, Cole and Diana Ochenrider, the Senior Director of Digital Media, at Backbone Media discuss the changes in performance marketing and what marketers can expect as the industry adapts to privacy laws and cookie deprecation. She shares insight into the balance between brand and performance, a holistic understanding of consumers, and new solutions that might replace cookies. Takeaways The deprecation of cookies presents challenges for targeting and measurement, requiring marketers to find new solutions and approaches. Taking a holistic approach to marketing, focusing on brand building and connecting with a...2024-07-3157 min
The Creative Nonfiction Podcast with Brendan O'MearaEpisode 421: Cole Heilborn says, "We're Gonna Find What We Find"Cole Heilborn (@portsideproductions) is a filmmaker and found of Port Side Productions, a film company focusing on outdoor storytelling. His film, Inches to Miles, made in partnership with Athletic Brewing, follows three remarkable people as they train up to and compete in the Lake Placid Ironman.Newsletter: Rage Against the AlgorithmShow notes: brendanomeara.comSupport: Patreon.com/cnfpod2024-07-191h 12
Backcountry MarketingMaximizing Your Cause Marketing EffortsIn this conversation, Cole and Brian Rodine discuss cause marketing from the perspective of a nonprofit organization. Brian is the Director of Marketing and Trailhead Program Manager at Friends of the Colorado Avalanche Information Center. They explore the importance of aligning goals and values between nonprofits and brands and the challenges of navigating partnerships that maximize value for the non-profit and the brand. Takeaways Aligning goals and values is crucial for successful cause marketing partnerships between nonprofits and brands. The outdoor industry audience tends to be more discerning and val...2024-07-1746 min
Backcountry MarketingTectonic Forces are Changing the Industry - Will We Listen? In this episode, Cole sits down with Niclas Bornling, an outdoor industry veteran, to discuss the challenges faced by outdoor brands. They explore the lessons to be learned from the decline of brands like Quicksilver and DC Shoes in the early 2000s and how those lessons can be applied to the current state of the industry. They highlight the importance of understanding the evolving consumer landscape and the need for brands to adapt to the changing preferences and cultural references of younger generations. Takeaways: Outdoor brands need to understand and...2024-07-031h 04
Backcountry MarketingMountainfilm Uncovered: The Future of Storytelling in MarketingWelcome to a bonus episode! In this episode host Cole Heilborn takes us out of the studio and into the vibrant atmosphere of the Mountainfilm Festival in Telluride, Colorado. Join him as he navigates questions like: What is the role of storytelling in marketing today, especially in 2024? How do economic changes and budget cuts impact the value and approach to storytelling? What are the perspectives of filmmakers and brands on the importance of storytelling amidst industry challenges? In this episode you'll hear from filmmakers Roo Smith, Greg Balkin, and the Global Media Director from The North Face, Biz...2024-06-1439 min
Backcountry MarketingBuilding a Movement that Inspires ChangeIn this conversation, Cole and Brad Stevenson, CEO of Premiums for the Planet, discuss how insurance can be a powerful tool for driving change in the climate and social justice movements. Premiums for the Planet is an organization that harnesses the power of insurance and insurers to create a regenerative and just planet. They work with businesses to redirect their insurance premiums to carriers that are more socially and environmentally conscious. By organizing insurance spend and influencing of climate-conscious organizations, they aim to shift the demand dynamics for insurance carriers and drive systems change Brad j...2024-06-0444 min
Backcountry MarketingFireside: What Can Democracy and Marvel Teach us about Impactful Storytelling?What do democracy and Marvel both have in common? They both understand their audience. I think all marketers agree that storytelling is a key part of marketing. But there seems to be a disconnect between telling stories and leveraging those stories into needle moving impact. In this episode, Cole shares some thoughts about the missing link between storytelling and impact. Takeaways - Storytelling is an integral part of marketing, but there is often uncertainty about how to use stories effectively to drive impact. - Insights about the audience hel...2024-05-1510 min
Backcountry MarketingFireside: Can Storytelling Transform our Industry? What role does storytelling play as a solution to some of the tectonic forces at play in the outdoor industry? Does it play a role? In this episode, Cole discusses the role of storytelling in the future of the outdoor industry. He explores some of the problems and challenges faced by the industry and how storytelling can be a tool to overcome them. Takeaways Storytelling is a powerful tool for brands in the outdoor industry to differentiate themselves in a sea of sameness. - Creativity and strong storytelling are essential in digital marketing, especially as privacy laws res...2024-05-0115 min
Backcountry MarketingFireside: What Makes a Compelling Story?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" // 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 insig...2024-04-1706 min
Backcountry MarketingFireside: The Bedrock of Storytelling - Art of the InterviewAn 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. 2024-04-0313 min
Backcountry MarketingStop Marketing My Town - Marketing & OvertourismEveryone 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 2024-03-2746 min
Backcountry MarketingAI - The Future is ChangingLiz 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 bran...2024-03-131h 05
Backcountry MarketingAI - The Future is BrightLiz 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 bran...2024-03-061h 05
Backcountry MarketingHow Marketing has Impacted the Evolution of Mountain BikingSakeus 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 hear...2024-02-2855 min
Backcountry MarketingBeyond the Podium - Have We Setup Athletes to Fail?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 in...2024-02-141h 06
Backcountry MarketingIs Print Media Still Relevant?Should we still care about print media? What does the future hold for print? Zapata (“Zap”) Espinoza has spent his entire life on two-wheels, with stints as a pro-class BMX and motocross racer, started working as the editor of Mountain Bike Action and Motocross Action Magazines in 1986. He’s been a prominent voice in bike media ever since. In this episode, Cole and Zap discuss: The evolution of print media What the future holds for print How print can transport you to other worlds2024-01-311h 05
Backcountry MarketingThe Most Undervalued Tool in MarketingPatience. According to Jordan Williams, patience is the most undervalued tool in marketing. Our guest for this episode has a pretty impressive resume in the outdoor industry. From Smartwool, to Vail Resorts, to REI, to Red Bull, Jordan Williams has been working in marketing for outdoor businesses for years. He’s here to share his expertise across Marketing, Brand, eCommerce, and Retail. Jordan joins Cole on this episode to discuss: Why marketing requires a lot of patience What modern marketing actually is Standing something amidst a la...2024-01-171h 11Backcountry Marketing2023 Thank You2023 has been an incredible year of deep conversations and new ideas. We've got a few updates for you as we move into 2024. Thank you for continuing to support the show and we'll see you in the New Year! -Cole, Emily, Joseph and Angie Email Newsletter Topic Suggestion Form Port Side Productions 2024-01-0307 min
Backcountry MarketingWhat Role Does Passion Play in Marketing?Anik Champoux is the Programs and Marketing Director for Protect Our Winters (POW) Canada. An avid skier, Anik had the privilege of being a ‘ski bum’ early in her career, which led her to take a marketing job at Whistler Blackcomb, staying on through the eventual sale of Whistler to Vail Resorts. After a bit of time with Vail Resorts, she craved more meaning and purpose in her work, which led her to POW Canada. At POW Canada, Anik focuses on building programming and marketing strategy through the next growth phase of the organization in Canada...2023-12-2047 min
Backcountry Marketing6 Steps to Building a High Performing TeamBuilding a team is one of the most important aspects of succeeding in marketing, and really, business in general. How do you make sure you have the right people and the right culture to perform successfully? Our guest on this episode, Sarah Harper Burke, knows a thing or two about building teams. She’s spent her entire career, as she says it, “supporting people to get outside,” holding roles in Sales, Marketing, Operations and more. What really fills her up is creating highly effective marketing teams that can really impact revenue. In this episode, Sarah and Co...2023-12-0650 min
Backcountry MarketingWords Matter: How to Get Your Messaging RightWhat do Deuter, Ortovox, Clif, onX, and Salomon all have in common? They have all had the pleasure of having this episode’s guest as an employee. In this episode, we’re hearing from one of our favorite past guests, Becky Marcelliano, but from a different perspective. Becky currently works at onX as their Senior Access & Stewardship Marketing Manager. In her role, she works across all three verticals of onX (Hunt, Offroad, and Backcountry) to lead program development and promotional efforts of the brand’s access and stewardship initiatives. In this episode, Cole and Becky discuss...2023-11-2243 min
Backcountry MarketingPassion Alone Won't Land You The Job: How to Get Hired in 2024As leaders in the outdoor industry, how do we make the best hiring decisions possible? Our guest on this episode helps us break down what hiring looks like in the industry and how to make sure you’re hiring the right person for the job. Tony O’Neill is the founder and president of Highline Outdoor Group. They are a purpose-driven executive search firm for forward-thinking outdoor industry and sporting goods companies and brands. In this episode, Tony and Cole discuss: The three motivations behind every candidate 2023-11-081h 03
Backcountry MarketingIs The "Why" Behind a Brand Still Important?James Merrill worked for a decade as a contractor for the United States Agency for International Development and through that work, saw how single-use plastic led to the degradation of natural resources and impacted low-income communities. So, he founded Opolis - a truly sustainable line of sunglasses. They're making sunglasses out of plant-based and recycled plastics. In this episode, Cole and James chat about: - what it takes for a consumer to actually CARE about a brand - if companies still need a strong why to succeed in today's env...2023-10-2559 min
Backcountry MarketingStrategy Roadmap: How to Develop a Business StrategySharon Scott has held roles in marketing, product development, and buying throughout her career in the outdoor industry. Now, she's the founder of OtterScope.net, fractional and interim product, marketing, and strategy for passion-fueled brands that get people outside, and out of their comfort zones. In this episode, Cole and Sharon chat about: - turning insights into a successful product line - repositioning legacy brands as innovators - the signs that a brand needs strategy work and much more! You can catch up with Sharon...2023-10-1157 min
Backcountry MarketingWhat is the Future of Industry Events?Yoon Kim started out in the outdoor industry in 2010, working in finance before that. He started the outdoor industry's first digital agency in 2010, and the industry's first media conference in 2014, the Outdoor Media Summit. In this conversation, Cole and Yoon discuss: - the future of outdoor industry events - why some industry's tradeshows thrive while others suffer - what the biggest threat is to events - the start of the Outdoor Media Summit and how it's evolved You can learn more about the Outdoor Media Summit...2023-09-2746 min
Backcountry MarketingThe Golden Age of Branded Films is DeadSo, how can brands continue to connect with audiences in new and innovative ways now that the golden age of branded films is dead? Our guest on this episode will help us learn how. Lindsey Hagen is the Head of Development at gnarlybay, a full production studio based in Boulder, CO. She oversees all creative development, sales efforts, and marketing for the company. She also directs with a focus on impact storytelling in the branded space. In this episode, Lindsey and Cole discuss: - why the golden...2023-09-1356 min
Backcountry MarketingYouTube is the Future for Outdoor MediaYou may recognize this episode's guest from a past episode of the Backcountry Marketing Podcast. As he describes himself, Sam Van Boxtel is "just a climber obsessed with social media." Well, he's much more than that. Sam is a climber and entrepreneur based in Vancouver, Washington. He and his team make up Climbers Crag, the climbing industry's leading social media agency, helping outdoor brands with social media and YouTube management. Sam joins Cole again on the show, this time to talk about the huge opportunity that is YouTube for all outdoor brands. Listen in as Sam shares...2023-08-3052 min
Backcountry MarketingHow to Start an AgencyScot Keith is the founder and CEO of One Twenty Three West (123W), an advertising agency in Vancouver. They moved from the garage to an industrial laundromat and now they work in a B-grade building with plywood floors - all to keep the talent high and the overhead low. In this episode, Cole and Scot discuss: - how to start an agency - the power of creativity - positioning an agency with low overhead and high-caliber talent - how to manage well but keep autonomy You can...2023-08-1658 min
Backcountry MarketingThe Art of the Creative Brief | Storytelling Series Part 4 of 4Evan Swinehart is the Director and Partner of Lumenati Productions. After graduating from the University of Colorado with a film degree, Evan spent years shooting and finding work within the outdoor industry as well as the ad world. Eventually, Evan started Lumenati Productions to help serve more brands and projects. In part 4 of our 4-part storytelling series, Cole and Evan discuss: - what is happening in the industry overall - the importance and art of a great creative brief - analytics versus art - the importance of a brand's voice2023-08-0250 min
Backcountry MarketingDeveloping Insights | Storytelling Series Part 3 of 4Tony Sattler is the Executive Vice President of Experience and Insight st Swanson Russell where he helps create innovative strategies and experiences for their key clients while constantly evolving the agency's core research and strategy development capabilities. In Part 3 of our 4-part Storytelling Series, Cole and Tony discuss: - how brands can create exceptional experiences - why data strategy is good for marketing strategy - leveraging AI to create more robust experiences and engagement with your audiences - why insight drives great creative You can catch up with Tony...2023-07-1953 min
Backcountry MarketingUnderstanding Your Audience | Storytelling Series Part 2 of 4Megan Prettyman is the Marketing Manager at Gear Patrol and joins us on the show to talk about the importance of understanding your audience for storytelling and more. This is part 2 of our 4-part Storytelling Series. In this episode, Cole and Megan talk about: audience segmentation how to use data to tell stories what product journalism is and why it is important meet your audience where they're at You can catch up with Megan on LinkedIn here: https://www.linkedin.com/in/meganprettyman/ This pod...2023-07-0545 min
Backcountry MarketingRebranding Gone WrongBrock Ellis is the Creative Director at Mountain Equipment Company, managing all campaign outputs from the creative team, working directly with the Brand Director and VP of Marketing. Brock joins Cole on the show to discuss what happens when a rebrand goes wrong. On this episode, you'll learn: - what goes into rebranding - what happens when the rebrand goes wrong / the loss of brand support - how to come back and rebuild the brand You can learn more about Mountain Equipment Company here: https://www.mec...2023-05-2452 min
Backcountry MarketingConsumer Attention is Fragmented - Brands Need to Meet ConsumersPatrick Finnegan is the current VP/Account Director at Swanson Russell, a brand and product marketing agency. He focuses on long-term strategy and planning, as well as new business development for brands. In this discussion between Cole and Patrick, you'll learn about: - the three types of consumer attention and how to capture them - building narratives that actually make sense for consumers - nurturing your exact audience - pushing a consumer-centric direction at your own company This is a shorter episode for us but packs...2023-05-1032 min
Backcountry MarketingThe Journey to Brand MaturityWhat is brand maturity and how do you achieve it? Jonathan McKenzie, co-founder of Turtlebox Audio, joins us to teach us exactly that. Jonathan joins Cole to chat about the importance of brand maturity, his journey as a co-founder, and how to keep scaling while staying true to your brand's values. On this episode, you'll learn: - the definition of brand maturity - how to get your brand to the maturity level you're aiming for - how to measure brand maturity - the definition of "customer spill" - how to keep...2023-04-2659 min
Backcountry MarketingHow to Beat the Attention EconomyDo you struggle to create content that really resonates with your audience? Are you frustrated by shorter attention spans? On this episode, Cole sits down with John Peabody to talk about how to beat the attention economy and create GOOD content that matters. On this episode, you'll learn: - how to beat the attention economy - how to make the case for REALLY good content - what content consumers are longing for - why branded content is so important John is an independent content strategist and producer w...2023-03-291h 09
Backcountry MarketingHow to Scale a BrandJon Bausman has 16 years of marketing experience, both in the outdoor industry and out. His roles have focused on P&L accountability, leading a team, growth marketing, and developing and scaling brands. Jon sits down with Cole to discuss how to scale a brand in 2023 and beyond, challenging the status quo, and content strategy tactics. You can catch up with Jon on LinkedIn: https://www.linkedin.com/in/jonbausman/ This podcast is brought to you by Port Side Productions. If you work at a brand or agency in...2023-03-151h 04
Backcountry MarketingHow Brands Are Wasting Money on Social MediaAs he describes himself, Sam Van Boxtel is "just a climber obsessed with social media." Well, he's much more than that. Sam is a climber and entrepreneur based in Vancouver, Washington. He and his team make up Climbers Crag, the climbing industry's leading social media agency. In this episode, Cole and Sam discuss the most common mistakes outdoor brands make on social media, the value of social in the outdoor space, why social media is important for brand building, what metrics to track, and much, much more! You can learn more...2023-03-0159 min
Backcountry MarketingHow Brands Can Support Retail in 2023Davide Giardini is originally from Lake Garda, Italy, a multisport heaven for cycling, skiing, wind sports, and climbing in the heart of the Italian Alps. He moved to the USA over 15 years ago as a foreign exchange high school student and has been in the country ever since. While competing at the highest level of sport, Davide has always maintained a foot on the "other side" of the business sports, in sales & marketing roles. Being an active, personable, respected, and highly skilled professional in the communities he serves has given Davide a front-row seat in understanding...2023-02-1537 min
Backcountry MarketingThe Next Frontier in Product SustainabilityAmanda Smith is the founder and owner of the agency, Monday Creative. Amanda started her career as a writer/editor, then went down the path of brand strategist, eventually ending up running her own agency. Amanda joins Cole to discuss product sustainability, circularity, regenerative capitalism, as well as overall brand strategy and voice. You can catch up with Amanda here: - Instagram: https://www.instagram.com/amandaleesmith/ - LinkedIn: https://www.linkedin.com/in/amandaleesmith1/ Essential Reading for Outdoor Marketers: https://kit.co/BackcountryMarketing 2023-02-0152 min
Backcountry MarketingBuilding a High-Performing TeamThis month, we're featuring conversations with leaders who inspire us to lead better teams in the new year. In this episode, Cole sits down with David Russo, VP of Sales and Marketing in North America at Mammut. David shares his perspective on how to build a team, what it takes to be a good leader, the importance of emotional intelligence (EQ) over IQ, and asking questions and being curious. If you want to connect with David, you can reach him via email at david.russo@mammut.com or on Instagram: https...2023-01-181h 12
Backcountry MarketingLeading a Creative TeamThis month, we're featuring conversations with leaders who inspire us to lead better teams in the new year. In this episode, Cole sits down with Ryan Coulter, founder and Chief Creative Officer at the James Brand, a company that makes knives and tools for people who live adventurously. Before founding the James Brand, Ryan spent time at companies like Burton and Nike, amongst others. Ryan and Cole talk about what it takes to lead a truly creative team. Listen to this one to jumpstart 2023 and your leadership skills! 2023-01-041h 05
Backcountry MarketingWhen to Build an Internal Production StudioLiv Faris started her career in print journalism and then transitioned to broadcast journalism. Eventually, she moved to work at an agency doing a little bit of everything. She has since worked internally at Expedia, and now at Brooks. In her current role, she leads the content production team in Brooks' internal creative studio/agency. In this episode, Cole and Liv discuss when to bring your content production in-house, who and when to outsource your content, how to build a business case to create an internal studio, and much more. You can catch up with...2022-12-211h 03
Backcountry MarketingWhy Conservation Depends on StorytellingAdam Cramer is the founder and CEO of the Outdoor Alliance. At the Outdoor Alliance, they mobilize the power of outdoor enthusiasts to protect public lands and waters. As Adam calls it, "conservation powered by outdoor recreation, so to speak." In this episode, Adam and Cole chat about inciting change, the importance of storytelling in conservation, and how to join the fight for conservation as a brand in an effective way. Learn more about the Outdoor Alliance here. This podcast is brought to you by Port Side Productions. If yo...2022-12-0750 min
Backcountry MarketingMental Health and CTE in the Workplace | David Meredith | Full Speed AheadDavid Meredith is the Dirt Marketing Manager for Full Speed Ahead and has been in the bike industry for years, including racing, owning a retail shop, and operating his own international bicycle brand. David comes on the show to share his experience in the bike industry, but also, to share his experience being a human pre-diagnosed with CTE, Stage 4. In this episode, David and Cole discuss: What CTE is (Chronic Traumatic Encephalopathy) How CTE impacts how David approaches life What we ask of athletes in our industry And much more. We want to t...2022-10-261h 15
Backcountry MarketingBreak All The Rules | Kris Hampton | Power Company ClimbingKris Hampton (he/him) is a former mural painter and rapper, currently a climbing coach and outdoor industry podcaster who has modeled his business after what he understood - independent hip-hop labels. In this episode, Kris and Cole discuss: - the importance of creativity for creativity's sake - breaking the rules and bucking the trends - why long-form content wins - the state of outdoor podcasting and much more. You can catch up with Kris on Instagram and on the Power Company Climbing website. Follow along with Plug...2022-10-121h 00
Backcountry MarketingMarketing a Commodity | Dax Myers | MountainFLOW eco-waxDax Myers has worked in ski travel for over a decade. When COVID shut down travel in 2020, he was laid off right as I started grad school. He used that time to make a big huge pivot into the product side of the outdoor industry. His current role entails handling all of the marketing efforts and strategy for mountainFLOW. In this episode, Cole and Dax discuss: - mountainFLOW's background - Balancing a content strategy between sustainability and performance - How to balance sustainability with the production of commodities - How to create...2022-09-2843 minBackcountry MarketingFire Your Marketing Guy | Stix Nilsen | Liquid DeathStephen (Stix) Nilsen is the Vice President of Cult Indoctrination at Liquid Death. If you haven't heard of Liquid Death they've recently taken the world by storm and have shocked many with their polarizing, yet creative approach to advertising. Taking his talents from Pabst and Red Bull, Stix has been tasked with getting cans in hands the only way he knows how. In this episode, Cole and Stix discuss: - Liquid Death's approach to marketing - Why Liquid Death will never hire an agency - Their legendary projects to date...2022-09-141h 16
Backcountry MarketingWhat IS a Content Strategy? | Chris King | Outdoor ResearchChris King is the Brand Director at Outdoor Research. He’s had many different roles in his career, from marketing manager at a finance company to starting his own production company to creative director at an ad agency. And now, he’s landed at Outdoor Research, which he says is his dream job. In this episode, Cole and Chris discuss: - brand awareness - what even IS a content strategy? - content metrics - supporting your content strategy with a small budget And much more. You can catch up with...2022-08-3158 min
Backcountry MarketingThe Outerverse | Ariel Macrae | Outside Inc.Ariel Macrae is the Marketing & Social Media Manager for Outside Inc. She has spent over ten years in the outdoor industry, in both service and product marketing roles. She started her career working for ski resorts with a big focus on season pass marketing strategies, transitioned into freelance helping startup outdoor product brands, then started working for ROAM Media 2 years ago. ROAM Media was acquired by Outside Inc. last fall and Ariel has since taken the lead on content marketing for the launch of the new NFT creator marketplace Outside.io. In this episode, Cole and Ariel...2022-08-1747 min
Backcountry MarketingThe Changing Production Landscape | Graeme Meiklejohn | Director of PhotographyGraeme Meiklejohn has done the freelancer sandwich - a couple of years after university as a freelancer, then 5 years at Origin Outside as their lead cinematographer, and now back to full-time freelance. In this episode, Cole and Graeme discuss: the changing production landscape how tech is changing client needs creative for smaller brands gear evolution in production and much more! Catch up with Graeme here. The Backcountry Marketing Podcast is a production of Port Side Productions.2022-08-031h 09
Backcountry MarketingProduct Design and Brand Development | Josh Buesseler | Delicious, LLCJosh Buesseler has been an industrial design and product strategy consultant for 14 years, with clients in many industries including outdoor. Prior to that, he worked in-house at Cascade Designs, which is now also a client along with SOG Knives. In this episode, Cole and Josh discuss: How brands express themselves through products Product design for the outdoor industry The benefits of failure Design being the intersection of style and user interaction You can catch up with Josh here on Instagram. The Backcountry Marketing Podcast is a production of Port Side Productions.2022-07-061h 12
Backcountry MarketingAligning Internal Brand and External Brand | Julia LoVecchio | CMH Heli-Skiing and Summer AdventuresJulia LoVecchio is the Director of Marketing at CMH Heli-Skiing and Summer Adventures. Julia's career has followed a somewhat unique and non-linear path, and as a result she's had the good fortune to gain leadership experience and build management skills across the tourism, hospitality, and communications industries. One element that has remained central to her journey has been a life rooted in the mountains and mountain culture. In this episode, Cole and Julia discuss: the importance of people feeling like their work matters her transformative experiences in the mountains striking the balance between loyalty an...2022-06-0853 min
Backcountry MarketingBuilding a Creative Manifesto | Marc Gutman | WildstoryMarc Gutman is an award-winning storyteller, entrepreneur, adventurer, and idealist. But most importantly, Marc loves brands and their stories. He is the founder of Wildstory, a storytelling agency dedicated to helping visionary entrepreneurs and businesses get crazy clarity on their story. In this episode, Cole and Marc chat about how to build a creative manifesto. They chat about: client engagements are always opportunities to learn demanding collaboration leveraging the success of past relationships brand strategy and much, much more! You can follow Marc on Instagram or LinkedIn. The Backcountry M...2022-05-2548 min
Backcountry MarketingHow Company-to-Customer Communication Delivers Value | Erica Aarons | RumplErica Aarons grew up in MN but has been in the Jackson Hole area for almost 7 years! She worked formerly at a creative agency in Jackson, doing social for mostly Travel & Tourism clients, including Visit Jackson Hole. After that, she joined Rex Specs, a dog gear company, where she dipped her toes in e-commerce and knew that's where she wanted to be. She left her role as Marketing Director at Rex Specs and moved to Rumpl in November '21. Her role as Retention & Engagement Manager at Rumpl allows her to focus on Email...2022-05-1837 min
Backcountry MarketingBuilding a Brand Versus Building an Online Retailer | Moez Faruqi | White Duck OutdoorsMoez Faruqi is the Head of Marketing at White Duck Outdoors. His role covers all aspects of the marketing side, including SMS/emails, influencers, product marketing, visual content, and more. In this episode, Cole and Moez discuss: How to get into marketing Learning on the job Differences between a brand and an online retailer Why you might pivot away from eCommerce And much, much more! You can connect with Moez on LinkedIn here and follow along with White Duck Outdoors here. The Backcountry Marketing Podcast is a production of Port Side...2022-05-1133 min
Backcountry MarketingHow to Run a Startup Marketing Plan | Jax Mustafa | EremJax Mustafa is a seasoned marketing expert, entrepreneur, and world champion desert runner. In this episode, Jax comes to us as the VP of Marketing at Erem, a footwear company inspired by the desert and committed to sustainability. Cole and Jax discuss: Working on a company from the ground up Launching a brand Building a startup marketing plan Maintaining your personal passions and health while delivering on an aggressive marketing plan And much, much more! You can connect with Jax on LinkedIn. The Backcountry Marketing Podcast is a production...2022-05-0457 min
Backcountry MarketingBuilding a Non-Transactional Relationship With Your Customers|Darren Josey | NEMO EquipmentDarren Josey is the VP of Marketing at NEMO Equipment. Darren sits down with Cole to discuss how to build a non-transactional relationship with your customer, creating better customer relationships at large. With the huge influx of new folks recreating in the outdoors, there's an enormous opportunity to connect with potential customers outside of their transactions with you. Darren chats about how NEMO equipment is accomplishing this through inspiring people to get outside and provide training materials for all ability levels. Follow along with NEMO Equipment here. This podcast...2022-04-131h 02
Backcountry MarketingHow to Find Your Brand Voice on Social | Kami York-Feirn | RuffwearSocial media is constantly changing, new algorithms, new platforms, and new trends are a daily occurrence. As a brand, how do you decide what platforms to be present on? How does your brand communicate on each platform? These are a couple of questions that Kami York - Feirn answers in this episode. As the Social Media Coordinator at Ruffwear, she is faced with these types of challenges daily. In addition to this topic, we discuss TikTok for brands, emerging platforms, sales on social media, and the Metaverse. Follow Ruffwear and Kami on Instagram.2022-04-0658 min
Backcountry MarketingHow to Work with An Agency | John Entwistle | OriginOur last episode of the freelancer month has arrived! This week, Cole sits down with John Entwistle, Account Director and Photographer at Origin, an outdoor agency that partners with brands they believe in. Everything they do is about getting more people out there. In this episode, Cole and John discuss: - best practices for working with an agency - what your portfolio should consist of - how to stay top of mind with an agency - some no-gos you should be aware of in working with agencies ...2022-03-3054 min
Backcountry MarketingManaging Clients as a Freelancer | Maari Casey | UncompanyFreelancer month continues with a conversation about how to manage clients efficiently and effectively as a freelancer. In this episode, Cole sits down with Maari Casey. Maari is the Founder & Owner of Uncompany, a freelance collective designed to connect clients with high-caliber talent. In this episode, Cole and Maari discuss: - the top challenges freelancers face - why thinking like a project manager is beneficial as a freelancer - how to create a sustainable workload and flow - how can automation aide freelancers and their client relationships and...2022-03-2355 min
Backcountry MarketingFreelancing Q&A | Cole Heilborn & Emily Holland | Port Side ProductionsFreelancer month continues with a special Q&A episode with your host, Cole Heilborn. Cole tackles the top questions that freelancers sent in with the Backcountry Marketing Production Assistant, Emily Holland. We discuss: - How do you decide what to charge for your services? - How do you expand your business offerings? - How do you keep your sanity when it comes to monthly income highs and lows? - How do you maintain powerful relationships with clients and past clients? - How do you let clients go that aren't a good...2022-03-1658 minBackcountry MarketingDealing with Money as a Freelancer | Justine Mulliez | Just a Wild ThoughtFreelancer Month! This whole month, we'll be sharing episodes that are geared more towards freelancers and answering the top questions they may have. How do we interact with money as a freelancer? In this episode, Justine Mulliez, a business coach who works with creatives, freelancers, and entrepreneurs discusses multiple paradigms of money and how freelancers struggle with this. We discuss: - Our preconceived notions about money and how money narratives can be pervasive - Our general discomfort around money and how we can make money conversations more comfortable - Pitching and...2022-03-091h 26
Backcountry MarketingFinding Your Focus As A Freelancer | Jon Glassberg | Louder Than 11Freelancer Month! This whole month, we'll be sharing episodes that are geared more towards freelancers and answering the top questions they may have. For this episode, we sit down with Jon Glassberg. Jon is a Director, Photographer and Professional Cimber. He is the owner of Louder Than 11, a media production company and creative agency based in Boulder, Colorado. He is also the co-founder of the Crux Academy (check out our past episode with Jeremy Jensen, another co-founder at Crux Academy). In this conversation, Jon shares: - How he started Louder Than 11 and why type...2022-03-0256 min
Outdoor Adventure Lifestyle PodcastPodcasting, Videography, Outdoor Marketing & more with Backcountry Marketing Podcast Host Cole Heilborn [EP 318]I’m excited to have videographer, photographer, and fellow podcaster Cole Heilborn on the podcast today. Cole hosts the Backcountry Marketing Podcast, you can hear me on episode 79. He loves creating films and says the challenge of making something creative is a challenge he never tires of. Facebook Twitter Instagram The Outdoor Biz Podcast Love the show? Subscribe, rate, review, and share! https://ricksaez.com/listen/ Welcome to a podcast dedicated to outdoor enthusiasts looking to elevate their outdoor careers while embracing the freedom and joy of outdoor adventure. We dive deep into outdoor recreation, adventure travel, and outdoor...2022-03-0131 min
Crossing the Axis - The Commercial Side of Film ProductionCole Heilborn: The HustlerIn this episode we meet Cole Heilborn of the pacific northwest production company, Portside Productions. We at Crossing the Axis call Cole "the hustler" because there's nothing Cole's afraid of to move his craft forward. Here are some things Cole is doing that are quite out of the box in order to get the kind of work he wants. Hosting his own podcast interviewing marketing people who are the type that would ultimately hire him. Genius. Creating (and getting funding for) a documentary based on his love of mountain biking. Note - this puts him in...2021-11-2434 minBackcountry MarketingPatrick McCarthy | Turn by Turn | 686In this episode Patrick McCarthy the team manager from 686 shares his perspective of the last 20 years as he reflects on his own journey from pro-rider to working on the brand side managing 686's team of world-class ambassadors. We chat about ambassadors vs influencers, social media, and the impact it's had on the sport as well as the value an ambassador team can bring to your company. From the episode: "I think it's really important brands (supports riders), I'm really proud of how 686 does this. It's a way to give back to the sport a...2020-09-0932 minBackcountry MarketingIan Mathias | Get Out Of My Feed | StravaSocial media is changing, can the giants keep up? Ian Mathias is the Director of Marketing Creative at Strava. Strava is a social network designed for athletes to share their workouts and encourage others. What's different between Strava and another social platform? It's all about the process, not the summit. Embrace the sweat, love the failure, and keep going regardless if you reach the podium. Does this culture sound different than your average social network giant? Sounds kind of nice doesn't it? In this episode, Ian shares his perspective on why he...2020-09-0231 minBackcountry MarketingIan McWilliams | Authenticity - It's Everywhere | Klean KanteenLove it or hate it authenticity has become a buzzword in marketing language in the last couple of years. You don't need to sit in a marketing meeting long before this word gets thrown into the mix. "We need this video series to feel authentic." "Our ambassadors need to be authentic individuals in the sports they represent." We want to tell an authentic story." and the list goes on. In this episode, Ian McWilliams the Senior Manager of Brand Creative at Klean Kanteen shares his perspective on why it's turned into a buzzword. ...2020-08-2623 minBackcountry MarketingBecky Marcelliano | We All Have a Story | SalomonBecky Marcelliano is the Outdoor Marketing Manager for North America at Salomon. In this episode, we chat about the connection Becky has to her work and how that affects the decisions she makes. Like many, Becky has had a non-traditional approach to the industry. Starting as an art teacher out of college, she slowly pieced together her love for people, the outdoors, and art into the job she has now. But like any good story, it wasn't without challenges along the way. Dealing with a chronic illness for most of her life, she has had to...2020-08-1925 minBackcountry MarketingKatie and Sara | Beyond the Name | JetboilIn this episode, Katie Lasak and Sara Lawhead talk about the work they're doing over at Jetboil. After making a name for themselves in the hiking community for their fast, compact and efficient stoves, Jetboil has continued to apply the same brand values as they've expanded their product lines and worked to go beyond their name. Jetboil: www.jetboil.com @jetboil From the episode: "Last summer we did a quantitative research study, we met a group of backpackers at the trail. We wanted to understand how they move...2020-08-1224 min