55 episodes

Listen to leaders of the outdoor marketing industry discuss the gritty details of their work, personal lives, and latest adventures. Whether you’re standing in the lift line, shuttling to fresh loam, or cracking a local beer, these conversations will teach you about the ever-changing world of marketing. This is the Backcountry Marketing podcast.

Produced by: Port Side Productions

Backcountry Marketing Port Side Productions

    • Marketing
    • 5.0 • 18 Ratings

Listen to leaders of the outdoor marketing industry discuss the gritty details of their work, personal lives, and latest adventures. Whether you’re standing in the lift line, shuttling to fresh loam, or cracking a local beer, these conversations will teach you about the ever-changing world of marketing. This is the Backcountry Marketing podcast.

Produced by: Port Side Productions

    Scott Holley | On Water Marketing | Eddyline Kayaks

    Scott Holley | On Water Marketing | Eddyline Kayaks

    In this episode, Scott Holley, the President of Eddyline Kayaks joins me to discuss all things paddling. Manufactured in the Pacific Northwest, Scott and his team take a very hands-off, yet very focused effort when it comes to marketing. 
     
    Like many communities in the outdoors, the community Eddyline has crafted over decades of high-quality service, has lead to a user group that markets for the company. 
     
    Eddyline course corrects here and there, but the bulk of their marketing is done on the water by a growing, loyal, fan base. As a former non-paddler, Scott shares how he recently joined the Eddyline team and how he believes the company has built such a supportive community
     
    Follow Scott and Eddyline:
    @eddylinekayaks
    @rsholley11
     
    Produced by:
    Port Side Productions
    @backcountrymarketing
    @portsideproductions
    @coleheilborn

    • 49 min
    Zach Vestal | Bikes, Storytelling, Growth in Challenge | Niner Bikes

    Zach Vestal | Bikes, Storytelling, Growth in Challenge | Niner Bikes

    In this episode, Zach Vestal, the marketing manager from Niner Bikes and BATCH Bikes hops on the mic to give us a little insight into his changing world as he manages two very different bike brands. Niner has been around a while, having built their reputation on the idea that riding bikes on a 29" wheel is the best. Whereas, BATCH Bikes is geared for an audience who are re-discovering their love for biking and aren't likely concerned with their wheel size.
     
    This puts Zach in an interesting position as he has to constantly change his mindset around who he's marketing to. Zach discusses this challenge, the opportunities hidden inside it, and what it means for his personal growth.
     
    Follow Zach:
    @zack_vestal
    @ninerbikes
     
    Produced by:
    Port Side Productions
    @portsideproductions
    @backcountrymarketing
    @coleheilborn

    • 43 min
    Justine Mulliez | Creatives in the Wild | Just a Wild Thought

    Justine Mulliez | Creatives in the Wild | Just a Wild Thought

    If you're a freelancer in the outdoor industry, chances are you've asked yourself the following questions:
    How do I turn my passion into a business?
    How do I charge?
    How do I position myself?
    How do I conquer my inner critic?
     
    In this episode, we're changing up the focus a bit. We've talked with agencies and brands a lot on this show but a group that we haven't chatted with much is the freelancer who is often doing the work. 
     
    Many of us fall into freelance work because we love our craft and we love the industry. But how do we actually do it well? How do we not burn out? How do we get clients? These are all questions I have asked and will continue to ask with my own business. Justine Mulliez from Just a Wild Thought Coaching shares the mic with me in this episode to discuss all of these challenging yet real issues freelancers face.
     
    Follow Justine:
    https://www.justawildthought.com/
    @justawildthought
     
    Produced by:
    Port Side Productions
    @backcountrymarketing
    @portsideproductions
    @coleheilborn
     
     

    • 1 hr 18 min
    Kansas Sartin | Never Settle | PAKMULE Cargo Carrier

    Kansas Sartin | Never Settle | PAKMULE Cargo Carrier

    Like many business start-ups, Kansas Sartin saw a need and decided to fill that need. PAKMULE was created to provide cargo storage in the form of a rugged, hitch-mounted system.
     
    In this episode, Kansas shares the background of his company, where they're going, and how they use customer feedback to understand pain points. As he says: "There’s no parts store in the field, so having quality equipment that you can count on is a must. We know first hand because this is our life, and we’ve often found ourselves in the most remote places on earth."
     
    From the episode:
    "Talking to customers is how we learn pain points. What are they trying to do, where are they going?"
     
    "My absolute favorite thing to see is when customers send us pictures using our product, with smiles on their faces."
     
    "Buy once, cry once"
     
    "By design, Pakmule is going to take a monster beating and keep going."
     
    "I want to be a problem solver and innovation leader in the market while at the same time being as environmentally responsible as possible."
     
    Follow PAKMULE:
    https://pakmule.com/
    @pakmulegear
    @kansas_from_texas
     
    Produced by:
    Port Side Productions
    @backcountrymarketing
    @portsideproductions
    @coleheilborn
     

    • 44 min
    Cory Van Auken | Digital Marketing and PR | Darby Communications

    Cory Van Auken | Digital Marketing and PR | Darby Communications

    PR is changing. We all know this and in fact, we did an episode on it with Chris Dickey in Season 1 Episode 13.
     
    In this episode, we dive deeper into how PR is changing. I sit down with Cory Van Auken from Darby Communications to try and understand how PR and Digital Marketing can work together. We talk briefly about how Darby is structured and how they work with clients, but then we jump into discussing Darby's proprietary algorithm that scores the impact of PR hits. Cory helped design this algorithm and explains why having a visual representation of PR value is necessary and insightful in today's world.
     
    From the episode:
     
    "[Darby Communications] is unique in a way that we take a team approach with each client that we have. Every client gets an account lead, and then additional teammates depending on the services they need."
     
    "There is something to be said about the fact that the print format is making a comeback. You are inviting print issues into your home, rather than being bombarded with unwarranted marketing that pops up on your social feeds. Print is artwork. You consume it because you want to and you allow yourself to."
     
    "Good PR works with good marketing to bolster the whole brand up."
     
    "The idea that everyone can improve is ensuring that we are connecting the product back to the story and the importance of the brand, and why the brand is doing what they're doing."
     
    Follow Darby and Cory:
    https://www.darbycommunications.com/
    https://www.linkedin.com/in/cory-van-auken-60a503103/
     
    Produced by:
    Port Side Productions
    @backcountrymarketing
    @portsideproductions
    @coleheilborn
     
     
     

    • 53 min
    Peter and Spencer | The Low Impact Camper | Super Pacific

    Peter and Spencer | The Low Impact Camper | Super Pacific

    In this episode, I'm joined by Peter Williams and Spencer Houser, two of the three co-founders from Super Pacific.
     
    Super Pacific is a truck bed camper company based out of Portland that was born out of the challenges of getting their families outside. Many of us wish we could buy a sprinter, build it out, and just hit the road. But the reality for most of us looks far different. 
     
    With families of their own, Peter and Spencer realized they had trouble getting their own kids outside for a weekend. They assumed others did too.
     
    After some industry research, they decided to start making low-impact truck campers. Campers that would make it easy to get outside on the weekend without compromising the utility of a pick-up. 
     
    From the episode:
    "We wanted something that would facilitate an outdoor lifestyle without compromising the utility of our pick-up truck." 
    "We are operating in a small niche within the larger space. I call it the low-impact camper category. This niche is challenging for bigger brands to fill."
    "People like to customize their stuff. As we looked at what was out there, we felt like it was an opportunity that other companies were missing. We would be setting ourselves apart in offering something that everyone else was overlooking. It's proven to be pretty popular."
    "It's about getting outside and being able to live an urban life without having to sacrifice a connection to the outdoors and that sort of spontaneous youthful spirit that gets a little harder to hold onto as you grow and gain more responsibilities."
     
    Check them out at https://www.superpacificusa.com/home
     
    Follow Super Pacific: @superpacific_usa
     
    Produced by:
    Port Side Productions
    @backcountrymarketing
    @portsideproductions
    @coleheilborn

    • 49 min

Customer Reviews

5.0 out of 5
18 Ratings

18 Ratings

bostonute11 ,

Great niche, great host!

I have really enjoyed hearing the stories of outdoor products from the folks who are out their building brands. Cole does a great job hosting!

Shandikk ,

My kind of podcast

Cole and Portside Productions does such a good job of setting a stage for their guests. Cole’s questions are thoughtful, provoking and intentional. You can tell that this podcast was intended to educate and inspire listeners and I appreciate that Cole learns along with audiences and lets his guests speak. He doesn’t try to overshadow or set a stage for himself, he really wants his guests to shine. A true mark of a good storyteller!

Hoboeaks ,

A gift to outdoor industry marketers

Cole had artfully filled an industry need with this podcast. He brings an authenticity and curiosity to these conversations that is easy to listen to and digest. If you want to get a peek behind the outdoor industry curtain, listen to this podcast.

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