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...

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...

In this episode, Cole sits down with Marc Bock, the global content leader at Gore-Tex, to discuss the intricacies of content marketing and storytelling. Marc 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. ...

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,...

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...

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. ...

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...

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....

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...

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...

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...

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,...

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...

 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...

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...

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...

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...

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...

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...

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...

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. -...

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...

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...

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...