Backcountry Marketing Port Side Productions

There’s a forest fire blazing through our industry right now. While destructive, forest fires bring new growth and a healthy environment. In this episode, Josh Weichhand, Vice President of Global Brand Marketing at Rumpl, talks about this inflection point and the changes happening in the outdoor industry.
 
Takeaways
 
Inflection points in the outdoor industry are disruptive but can lead to positive change and growth.
The industry has faced challenges due to the pandemic, inventory saturation, and the entry of fashion brands.
Brand differentiation and values are becoming increasingly important in a crowded market.
Challenger brands may face challenges but also have opportunities to make their mark in the industry. The outdoor industry faces challenges in operating and accessing supply chains, especially during uncertain times.
Consolidation and shakeups are happening among big players in the industry, leading to potential changes in the landscape.
Brands need to make strategic decisions and consider their growth plans, taking into account market conditions and consumer demand.
Focus and discipline are crucial for brand development, allowing brands to cater to their core consumers and create meaningful products.

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" 
 
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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.
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Curious how your brand’s storytelling efforts stack up? Take this 9-question quiz to evaluate the health of your brand storytelling.

In this episode, Matt Powell shares insights and observations about the economic state of the outdoor industry. It’s common news that the COVID boom than bust has spun the industry into a downward spiral but Matt sheds some new light into the predicament as well as opportunities that could break the industry out of its spiral. 
 
Matt has 51 years of experience in the retail industry and currently advises outdoor + athletic businesses based on data and insights.
 
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.
 

An 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.
 
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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.
//
Curious how your brand’s storytelling efforts stack up? Take this 9-question quiz to evaluate the health of your brand storytelling.
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.
 

Everyone 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
Measuring resident sentiment
Changing KPIs of tourism success
AI and tourism
Marketings role in this problem
 
You can catch up with Kylie here and learn more about STRUCK here.
 
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 is the value of a loyal audience? 
 
This is a big question that many brands ask themselves as they evaluate whether or not to pursue brand storytelling. In this episode, we explore the dollars and cents of customer loyalty, how brand storytelling builds loyalty with an audience, and how the countless decisions in the filmmaking process are opportunities to either build or break trust with a brand's audience.
 
 
Takeaways - Brand storytelling helps differentiate a brand and build an engaged and loyal audience.
- Building trust through brand storytelling can have a significant impact on a brand's bottom line.
- Transitive trust is a powerful tool in brand storytelling, where trust in characters on screen translates to trust in the brand.
- Resonating with the audience, choosing appropriate locations, ensuring authenticity, and paying attention to supporting details are crucial in building trust through brand storytelling.
 

Chapters 00:37 - The Value of Being Different
01:31 - The ROI of Loyalty through Brand Storytelling
03:25 - The Impact of Loyalty on the Bottom Line
04:24 - Transitive Trust in Brand Storytelling
05:49 - Opportunities to Build Trust in Brand Storytelling
06:44 - Resonating with the Audience
07:41 - Choosing Locations that Resonate
08:07 - Authenticity in Brand Storytelling
09:03 - Supporting Details in Brand Storytelling
10:00 - The Importance of Asking the Right Questions
 
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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.
 
//
 
Curious how your brand’s storytelling efforts stack up? Take this 9-question quiz to evaluate the health of your brand storytelling.
 
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.