47 min

92: Modernizing a Heritage Brand by Building Community, with Bob Wheeler of Airstream Channel Mastery

    • Management & Marketing

How many brands from the 1930s are you looking to for social media and content marketing leadership? Not many, I would think. But Airstream, the iconic brand that never seems to go out of style, is not typical in any way. And it is leveraging its loyal fan base and driving content and training like few others!
 
Airstream is a legacy, consumer-centric brand – a description many would consider to be an oxymoron. In testament to both the quality of workmanship and the devotion of Airstream owners, 75-80 percent of all Airstream trailers ever made are still on the road. But don’t let “legacy” and “iconic” and “1930s” lead you to assumptions about their customer. There’s a wide range of demographics and consumer profiles in the Airstream owner community.
 
Today I speak with Bob Wheeler, president and CEO of Airstream. For all the vintage aesthetics and nostalgia in the Airstream universe, this company is demonstrating leadership in training, digital marketing, content creation and marketing, leveraging user-generated content, events…the list goes on. The brand also works with a network of independent dealers, which presents its own set of challenges and bonuses.

How many brands from the 1930s are you looking to for social media and content marketing leadership? Not many, I would think. But Airstream, the iconic brand that never seems to go out of style, is not typical in any way. And it is leveraging its loyal fan base and driving content and training like few others!
 
Airstream is a legacy, consumer-centric brand – a description many would consider to be an oxymoron. In testament to both the quality of workmanship and the devotion of Airstream owners, 75-80 percent of all Airstream trailers ever made are still on the road. But don’t let “legacy” and “iconic” and “1930s” lead you to assumptions about their customer. There’s a wide range of demographics and consumer profiles in the Airstream owner community.
 
Today I speak with Bob Wheeler, president and CEO of Airstream. For all the vintage aesthetics and nostalgia in the Airstream universe, this company is demonstrating leadership in training, digital marketing, content creation and marketing, leveraging user-generated content, events…the list goes on. The brand also works with a network of independent dealers, which presents its own set of challenges and bonuses.

47 min