Backcountry Marketing Podcast

At their best, brand storytelling pieces can be incredible, awe-inspiring pieces of work. At their worst, they can just be a brand shouting into the void demanding that the audience pay attention to them. I've always questioned how much trust a brand needs before they can overcome the subconscious question from every consumer - "why should I care about your new brand film?" For established brands who have earned their audience's trust this is easier to overcome, but for younger brands embarking down the path of brand storytelling requires a reason the community wants to hear from a brand. Chris Pew weighs in on this idea and shares how TREW Gear has invited their community into the storytelling instead of storytelling at them. If you haven't noticed already, I've been using the Backcountry Marketing Podcast as a research lab to investigate what it takes to produce effective creative work. Follow along if you're curious too. Listen to the full episode: https://lnkd.in/gnbVRRWx

TREW Gear - Creating and Leveraging a Branded Film Festival In this episode, Cole Heilborn sits down with Chris Pew, the CEO and co-founder of TREW Gear, to explore the pressing challenges brands face in standing out in 2024. They dive into the creative heartbeat of the outdoor industry, discussing TREW’s “TREW To You Film” contest—a celebration of community-driven storytelling, self-expression, and creativity. Chris shares how TREW is fostering deeper connections with its core audience through storytelling and innovative community engagement strategies. The conversation spans the evolution of ski film culture, the role of social media in building authentic communities, and how small brands can leverage creativity to make a big impact. They also unpack the importance of measuring ROI in creative projects while maintaining the balance between marketing goals and authentic storytelling. With a sneak peek at what’s ahead for the TREW To You, Chris reveals how TREW continues to push boundaries with fresh innovations and a renewed focus on community connection. Key Takeaways - Standing out as a brand in 2024 is increasingly challenging. - Brand storytelling should reflect the values and experiences of the community. - Community engagement is key to building brand awareness. - TREW’s approach contrasts with traditional brand films that often promote self-interest. - With a little creativity, there are ways to carve out a niche in your market Listen here: https://lnkd.in/gP6JaHwd

I've been reflecting on the future of the Backcountry Marketing Podcast these last 6 months and I want to share some upcoming changes about the future of the show. As Port Side Productions approaches its 10-year milestone, I’ve come to realize that both Port Side Productions and this podcast’s true value lie in helping brands create content that is both emotionally compelling and strategically effective. It's at this messy intersection where Port Side thrives. It's just taken me 10 years of production, hundreds of hours of interviews, and some soul-searching to help me realize it. Moving forward, the show will focus on what it takes to create creative work that truly resonates and drives results. While this means narrowing our scope and covering fewer topics than before, it also allows us to dive deeper into the entire creative process—exploring the upstream strategies and downstream impacts that ultimately shape the success of great content. Perspective is vital in storytelling and by honing in on what makes creative work both emotionally compelling and strategically effective, we’re embracing the lens through which we see the industry—one that values not just creativity, but the strategy and intention behind it. I’m immensely grateful for the countless conversations and perspectives shared on this show. Each one has contributed to this shift, helping shape my understanding of what truly makes content successful. This evolution is a direct result of those insights, and I’m excited to continue learning, refining, and sharing this journey with you. Here's an announcement video below with further details.

.Robin Thurston reflects on the role that media can play in inspiring people. Listen to the full episode: https://lnkd.in/g6cszt-5

Inspire, Activate, Celebrate: Outdoor Storytelling with Robin Thurston In this episode, Cole Heilborn sits down with .Robin Thurston, CEO and founder of Outside Interactive, to discuss the importance of inspiring people to engage with the outdoors. They explore the cycle of inspiration, activation, and celebration, emphasizing the role of storytelling and user-generated content in motivating outdoor activities. Robin shares insights on the challenges posed by content overload and the evolving landscape of advertising, while also highlighting the need for brands to adapt to change in the outdoor industry. The discussion also touches on the role of social media in promoting outdoor activities, the necessity of original content for storytelling, and the evolving landscape where brands must act as media companies. Key Takeaways - Inspiration is the first step in getting people outdoors. - The outdoor industry faces competition from technology and indoor entertainment. - Storytelling remains vital, but the quality of content is declining due to AI. - Change is constant, and adaptability is key in the outdoor industry. - Authenticity in storytelling will attract audiences in a content-saturated world - The outdoor industry must support each other to grow. Listen here: https://lnkd.in/g6cszt-5

Why are there fewer creative home runs these days? Because of the fear of failure. Chris Burkard speaks to this topic and the changing role of creatives in the outdoor industry in the latest Backcountry Marketing Podcast episode. If you work at a brand and are looking for ways to cut through the noise you'll want to check out this episode. Listen here: https://lnkd.in/gbFuduZJ

What are the biggest creative opportunities for outdoor brands amidst all the noise in the world? I posed this question to Chris Burkard on the latest episode of the Backcountry Marketing Podcast. The reality is, that navigating the modern marketing landscape is no easy feat. There are endless routes forward, each with its share of both success stories and cautionary tales. For outdoor brands especially, where the stakes often involve connecting deeply with passionate communities, making the right creative move can feel overwhelming. In my world of video production, I see this struggle often. Brands want to create effective videos - campaigns, documentaries, and commercials that drive business, spark emotion, create goosebumps, and inspire action. But amidst the noise, the challenge becomes finding a way to cut through, connect with audiences on a personal level, and deliver something truly meaningful. Tune into this episode to hear Chris and I continue the conversation about what it takes to rise above the noise. Listen here: https://lnkd.in/gbFuduZJ

In this latest episode, Chris Burkard reflects on the changing role of creatives Photographers, videographers, and production companies are stepping into roles that once belonged to full-scale creative agencies. Today’s briefs are less defined, the goals are more ambiguous, and the requests often push beyond the traditional creative scope. Why the shift? - The marketing landscape is evolving rapidly with fragmented audiences, countless platforms, and endless possibilities. - The traditional agency model is being redefined. - Independent creators are rising, carving out new roles and opportunities. Chris reflects on how these changes have shaped his career and offers invaluable advice for brands and creatives navigating this new terrain. Amidst the chaos and uncertainty, there’s good news—there’s immense opportunity for those ready to adapt and innovate. Listen to the episode: https://lnkd.in/gyETuAyM

Navigating Change: Chris Burkard on Creativity, Risk, and Authenticity [Part One] In this episode, Cole Heilborn sits down with Chris Burkard—photographer, creative director, adventurer, and storyteller. Chris shares his unique perspective on navigating the constant changes shaping the outdoor industry, creativity, and marketing.  They dive deep into the evolving role of creatives in a constantly changing outdoor industry. From the blurred lines between artistry and strategy to the challenges of maintaining authenticity in a data-driven world, Chris shares insights from his expansive career and unique perspectives on storytelling, marketing, and brand-building. This is part one of a two-part series featuring Chris. If you have a question for Chris that you’d like him to answer in part 2 drop it in the comments below. Key Takeaways - The role of creatives is changing - The path to success for a piece of creative has changed over the last 15 years - Many brands are asking creatives to provide directions to a destination that doesn't exist. - The balance between creative risk and data-backed decision-making - The opportunities for creatives today are ripe, yet challenging Listen here: https://lnkd.in/gyETuAyM

In creative work, the details matter. Listen to the full episode with Kyle Pusateri: https://lnkd.in/gN3mSJHV