Backcountry Marketing Port Side Productions

Summary:
 
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. It emphasizes the need to listen and adapt to the changing cultural landscape. 



Takeaways:
 
Outdoor brands need to understand and adapt to the evolving consumer landscape, particularly the preferences and cultural references of younger generations.
The decline of brands like Quicksilver and DC Shoes in the early 2000s serves as a lesson for the current state of the industry.
The GorpCore trend, while currently popular, may not last forever, and brands should not rely solely on its success.
Telling relevant stories and offering solutions that resonate with the evolving audience is crucial for the success of outdoor brands. Understanding and connecting with a specific audience is crucial in marketing.
Brands should surround themselves with diverse perspectives to stay relevant and adapt to the changing cultural landscape.
Knowing your audience and telling meaningful, relevant stories is key to building a successful brand.
 

In this episode, Kyle Duford, President and Executive Creative Director at The Brand Leader, discusses the needs of Gen Z and how brands can connect with this generation. He shares the seven needs that Gen Z is looking for, including trust, grace, empathy, acceptance, rituals and recognition, vulnerability, and transparency. 



Takeaways
Gen Z has unique needs that brands should address, including trust, grace, empathy, acceptance, rituals and recognition, vulnerability, and transparency.
Emotional connection is crucial in marketing, and brands should strive to create meaningful experiences for Gen Z.
Gen Z is the most hyperconnected yet disconnected generation, and brands have the opportunity to be a source of connection and meaning in their lives.
The advertising landscape has evolved significantly, with numerous channels and touchpoints available to reach consumers.
Trust is a crucial factor for Gen Z, and brands need to earn their trust through transparency and authenticity.
 
If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together.
 
This podcast is produced by Port Side Productions. We’re a video production outfit that believes stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. We tell stories from the wild.

Welcome 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 Young. 
Episode Takeaways:
The evolving role of storytelling in marketing and its significance in the outdoor industry. The impact of economic changes on marketing budgets and the need for creative storytelling solutions. Insights from industry experts on balancing qualitative storytelling impact with the demand for quantifiable metrics. The importance of embracing ambiguity and navigating uncharted waters in storytelling and marketing. The future trends and opportunities for storytelling in a rapidly changing industry landscape  
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If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together.
 
This podcast is produced by Port Side Productions. We’re a video production outfit that believes great marketing is great storytelling and after 150+ podcast episodes with marketing pros and 9 years of producing commercials and documentaries outside, we've noticed a few things about what it takes to create video work that makes an impact. Check out our website for insights and how we’ve helped other marketers move the needle through our work.
 

In 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 joins the conversation to share how he and his team are creating grassroots movement change to inspire a stale industry into a force for good.
 
Takeaways
 
Insurance can be a powerful tool for driving change in the climate and social justice movements.
By organizing the insurance spend and influence of climate-conscious organizations, they aim to shift the demand dynamics for insurance carriers and drive systems change.
They distinguish between marketing and movement building, emphasizing the importance of language and behavior change.
The effort it takes to build a movement
 
If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. Have a topic or guest you’d like to hear on the show? Let us know here 
 
This podcast is produced by Port Side Productions. We’re a video production outfit that believes great marketing is great storytelling and after 150+ podcast episodes with marketing pros and 9 years of producing commercials and documentaries outside, we've noticed a few things about what it takes to create video work that makes an impact. Check out our website for insights and how we’ve helped other marketers move the needle through our work.

In this episode, Erin Keane, the VP of Marketing for Ikon Pass and Alterra Mountain Company discusses the power of relationships in the workplace and how great marketing is achieved by collaboration with others. She shares how relationships have been the key to her success and emphasizes the importance of building authentic relationships based on trust and shared goals. She provides tips for building and maintaining relationships and also discusses the challenge of managing a large network of relationships and the importance of prioritizing meaningful connections.
 
Takeaways
 
Building authentic relationships based on trust and shared goals is key to success in the workplace.
Consistent communication and finding opportunities to reach out without asking for anything in return are important for maintaining relationships.
Being open to different communication styles and adapting your approach to meet the needs of others can strengthen relationships.
Managing a large network of relationships requires prioritization and finding meaningful ways to stay connected. Building and maintaining relationships in the workplace is crucial for job satisfaction and productivity.
Consistency, communication, and trust are key elements in establishing authentic connections.
Even with limited time, individuals can make small efforts to build and maintain relationships.
Relationships provide support and make it easier to navigate conflicts and challenges.
Investing in relationships without expecting a transactional exchange leads to more meaningful connections.
 
If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together.
 
This podcast is produced by Port Side Productions. We’re a video production outfit that believes stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. We tell stories from the wild.

What 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 help inform storytelling and make stories relatable.
- Performance marketing can amplify stories and lead to amazing results.
- Marketers should strive for a deeper understanding of their audience and continue refining their storytelling skills.
 
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These Fireside Chats are short discussions where we'll delve into the heart of storytelling and its pivotal role in today's marketing landscape.  In these short episodes, we'll explore the art of storytelling, and uncover the insights to help you craft narratives that captivate, resonate, and leave a lasting impact on your brand. 
 
This podcast is produced by Port Side Productions. We’re a video production outfit that believes stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. We tell stories from the wild.