In 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. The product creation process starts and ends with the consumer. Effective research can lead to innovative products. Insights should guide marketing strategies and product design. Observations provide factual data, while insights reveal deeper understanding.   About the Backcountry Marketing Podcast 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. Enjoy this episode and discover other resources below: ‍ Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Find Out Why | Curious why a video production company would produce a marketing podcast? 

In 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 the Backcountry Marketing Podcast This podcast is produced by Port Side Productions. We’re a video production outfit that believes great marketing is great storytelling. If you need help bringing your next video project to life check our our website to learn more. Otherwise, enjoy this episode and discover other resources below: Marc's Episode | Tune into Marc's Episode Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Find Out Why | Curious why a video production company would produce a marketing podcast?  

In this episode, Cole sits down with Mark Bock, the global content leader at Gore-Tex, to discuss the intricacies of content marketing and storytelling. Mark 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 requires balancing corporate, audience, and media needs. ROI for storytelling projects is justified through the content produced for various marketing functions. Gore-Tex's unique position as an ingredient brand allows for timeless storytelling.   About the Backcountry Marketing Podcast 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. If you need help bringing your next video project to life, check out our website to learn more. If not, enjoy this episode and discover other resources below: ‍ Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Find Out Why | Curious why a video production company would produce a marketing podcast?   

In 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 shouting louder doesn’t necessarily lead to being heard. Instead, he encourages brands to create content that stands apart from the noise by aligning creative work with the unique challenges a brand faces—whether that’s building awareness, educating an audience, or telling an athlete’s story. He shares insights on Port Side’s approach, where projects are structured around brand identity, a deep understanding of the target audience, and a commitment to problem-solving. This episode is essential listening for anyone in video production or brand marketing who wants to break free from the routine of just following trends and start crafting content that resonates, connects, and drives real results. Key Takeaways How to adopt a Problem-First Creative mindset to create more impactful content Why purpose is more critical than aesthetics in video production The dangers of pitching stories without a clear understanding of a brand’s needs Ways to stand out in an oversaturated media landscape The importance of aligning video work with brand identity and audience needs About the Backcountry Marketing Podcast 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. If you need help bringing your next video project to life, check out our website to learn more. If not, enjoy this episode and discover other resources below:   Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Find Out Why | Curious why a video production company would produce a marketing podcast?

In 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: The MVC concept applies to creative projects just like it does to product development. Constraints can lead to more unique and innovative ideas. Focusing on concept over execution is crucial, especially with limited resources. Understanding your audience is key to creating effective content. Creative integrity should align with business goals for maximum impact. About the Backcountry Marketing Podcast 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. If you need help bringing your next video project to life, check out our website to learn more. If not, enjoy this episode and discover other resources below: ‍ Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Find Out Why | Curious why a video production company would produce a marketing podcast? 

In 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 connections with consumers. The future of marketing will involve more personalized and interactive content. Brands should not just mimic the successful strategies of others. About the Backcountry Marketing Podcast 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. If you need help bringing your next video project to life, check out our website to learn more. If not, enjoy this episode and discover other resources below: ‍ Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Find Out Why | Curious why a video production company would produce a marketing podcast? 

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.   Key Topics Covered: Content marketing is increasingly driven by data and algorithms. Brands are becoming risk averse, leading to a homogenization of content. Emotional storytelling is often sidelined for trends that drive engagement. The outdoor industry needs to embrace its values and take creative risks. Successful content requires a strategic approach to distribution and marketing. Meaningful content can lead to long-term brand loyalty, even without immediate ROI. About the Backcountry Marketing Podcast 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. If you need help bringing your next video project to life, check out our website to learn more. If not, enjoy this episode and discover other resources below: ‍ Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Find Out Why | Curious why a video production company would produce a marketing podcast?   

We’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 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. If you need help bringing your next video project to life, check out our website to learn more. If not, enjoy this episode and discover other resources below: ‍ Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind?  Share them with us here. Find Out Why | Curious why a video production company would produce a marketing podcast?   

In 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 Outdoor Gatherings: The episode explores the transformative impact of the Outside Festival, not just as an event, but as a movement to reconnect people with nature. Cultural Pain Points: Robert highlights the growing issues of loneliness and disconnection in modern society, and how outdoor experiences can serve as a remedy. Creating Magic Through Community: Discover the magic formula of "Nature + Community = Magic," and how it guided the creative direction of the festival. Behind the Scenes: Robert provides a behind-the-scenes look at the challenges and successes of organizing a large-scale outdoor event, including critical feedback and the lessons learned. The Role of Joy in the Outdoors: The importance of joy as a motivator for getting people outside and how it influences the creative strategy for future events. Learn More About the Outside Festival: Website: Outside Festival   About the Backcountry Marketing Podcast  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. If you need help bringing your next video project to life, check out our website to learn more. If not, head over to the podcast website for more details, show notes, transcripts, recommended book readings, and other resources:  

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 they discuss: The psychological and emotional connections that sports fans have with their favorite teams and players. The success stories of brands like Nike and Lululemon in integrating into mainstream culture. The impact of media and storytelling, with examples like the "Free Solo" documentary and the "Drive to Survive" series. Practical steps the outdoor industry can take to attract more participants and fans. The significance of innovation and accessibility in fostering a larger, more diverse community. Links and Resources: Good Fortune Collective: Website Contact Drew at: [email protected] Follow Backcountry Marketing on LinkedIn Have a topic or guest you’d like to hear on the show? Let us know 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 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 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 significant upheaval, marked by fractured audiences and the impact of AI. The shift towards niche content and the challenges it presents for creators, brands, and consumers is a key theme in the conversation. The evolving landscape of marketing and media presents both challenges and opportunities for those involved, requiring a reevaluation of strategies and approaches.  The significance of considering brand values and the role of storytelling in marketing, as well as the need for a strategic approach during challenging times. 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 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 audiences, is crucial in the changing digital ecosystem. Measurement in the future will rely on a combination of approaches, including multi-touch attribution, MMM models, and incrementality Creativity and storytelling will play a significant role in marketing A holistic approach to marketing, considering all touchpoints, is essential 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 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 values-driven, requiring genuine and meaningful cause marketing efforts. Communication and alignment within a brand's different departments are essential for effective cause marketing strategies. Authentic partnerships between brands and nonprofits require open communication and shared goals. Cross-pollination between brand and nonprofit audiences can amplify messages and reach a wider audience.   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, 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 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   //   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.   //   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.    

In this episode, Mike Rogge, the owner and editor of Mountain Gazette, discusses the importance of understanding and caring about your audience. He shares insights on how niche media companies can solve many of the challenges faced by media companies today by staying focused on their audience. Mike also emphasizes the value of knowing your audience in storytelling and content creation. He highlights the role of empathy in connecting with the audience and the importance of execution in delivering quality content. The conversation concludes with key takeaways for listeners to apply to their own projects and ideas.   Takeaways   Niche media companies can overcome challenges by staying focused on their audience. Knowing your audience is crucial in storytelling and content creation. Empathy is the key to connecting with the audience. Caring about your audience leads to quality content and community-building 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 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 restrict targeting capabilities. - Brands have the potential to provide meaningful connection for Generation Z, who are the most connected yet unconnected generation. - As AI tools make content creation more accessible, high-quality storytelling will become even more important to stand out from the noise. - The outdoor industry is facing a decline and needs to reach new audiences by telling stories that resonate with different demographics.   //   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.

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"    // 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.

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.   //   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   //   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.    

Liz 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 brand trust in this new future Email marketing and other categories AI might disrupt   You can catch up with Liz here and tune in for their upcoming webinar about building automations without code If you’re liking 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.  

  The outdoor industry is good at its craft. Maybe a little too good. Every brand is producing products that are tougher, lighter, and more effective than ever before. Our industry has done such a great job of pushing each other to constantly improve that it’s all starting to look, feel, and perform the same.  This is a good problem to have because it brings out the best in everyone. But in a sea of sameness, how do companies stand out if their product alone isn’t discernible? Price point certainly is a factor as are availability, sizing, and colorways but at the end of the day, the only thing that separates a company from their competition is its brand.   //   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.   Helpful Links: Read the article More storytelling insights Sign up for our email newsletter to receive insights like this delivered to your inbox   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

Sakeus 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 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.  

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 industry and beyond   You can catch up with Lindsay here and learn more about Raw Strategy here.    If you’re liking 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.  

It's been a long time in the works, but we're excited to announce the launch of our first mini-series.  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. “Why should I care about this story?” This question is the crux that every story must answer to capture the attention and curiosity of the audience Many outdoor brands tend to tell stories that prioritize physical accomplishment over the human experience, resulting in narratives that lack relatability and emotional resonance. This oversight can leave audiences feeling detached and unengaged, impacting the effectiveness of the storytelling. // Curious how your brand’s storytelling efforts stack up? Take this 9-question quiz to evaluate the health of your brand storytelling.   Helpful Links: More storytelling insights Sign up for our email newsletter to receive insights like this delivered to your inbox   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.  If you need help bringing a video project to life shoot us an email.

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 worlds Why print is still a beautiful medium   And much more!   Check out more about Zap and his work here.   If you’re liking 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.  

Patience. 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 landscape of uncertainty and chaos The importance of getting consumers involved in product development  Their thoughts on delayed gratification   You can catch up with Jordan over on LinkedIn.   If you’re liking 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.  

2023 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  

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, enabling them to have maximum impact.    In this conversation, Cole and Anik discuss:   Protect Our Winters and fighting climate change Lessons learned at Whistler Blackcomb and applying them to POW What success will look like in a future focused on sustainability  Progress over perfection The role passion plays in marketing Building campaigns that get remembered   You can catch up with POW Canada here. And connect with Anik here.   If you’re liking 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.

Building 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 Cole discuss: The steps to building a great team How to reflect on leadership mishaps you may have made How to recognize skill sets and characteristics in your team Sarah’s take on the philosophy behind leadership You can connect more with Sarah on LinkedIn here. If you’re liking 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 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: How words make the difference between a brand landing or not Why language is so critical for messaging your brand How language can unite us The power of words connecting with our customers And much more! Catch up with Becky on Instagram or LinkedIn. This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!  

As 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 Improving the hiring process so that you don’t lose A-list candidates Hiring people, not a resume or a job description How to make hiring less painful overall   And much more!   You can connect with Tony over on LinkedIn.   This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!  

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 environment - what types of stories can "break the paradigm" - the links between what we consume and people impacted around the globe   You can learn more about Opolis here: https://opolisoptics.com/    Or here on Instagram: https://www.instagram.com/opolis_optics/    This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!  

Sharon 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 here: https://www.linkedin.com/in/sharon-a-scott/ This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!

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 here: https://outdoormediasummit.com/ You can also catch up with Yoon here: https://www.linkedin.com/in/yoon-kim-5027b214/ This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!

So, 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 age of branded films are over - what problems marketers are facing when it comes to branded content - with the landscape changing, how brands can still connect with audiences - creating 360 campaigns to get creative on multiple touch points And much more! You can catch up with Lindsey here: https://www.linkedin.com/in/lindsey-hagen-2770b836/   You can learn more about gnarlybay here: https://www.gnarlybay.com/ This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!

You 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 some recent insights he's found that are changing his perspective on YouTube for brands. You can learn more about Sam's company, Climber's Crag here: https://www.climberscrag.com/ You can connect with Sam here: https://www.linkedin.com/in/samuel-van-boxtel-607b74189/ This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!

Scot 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 catch up with Scot on LinkedIn: https://www.linkedin.com/in/scot-keith-9560125/ You can learn more about One Twenty Three West here: https://123w.ca/ This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!

Evan 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 voice You can catch up with Evan on Instagram: https://www.instagram.com/swiney/ You can learn more about Lumenati here: https://lumenati.com/ This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!

Tony 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 on LinkedIn: https://www.linkedin.com/in/tonysattler/ This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!

Megan 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 podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!