Episodes
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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.
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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.
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Missing episodes?
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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.
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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.
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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.
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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.
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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.
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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.
Helpful Links:
Read the article More storytelling insights Sign up for our email newsletter to receive insights like this delivered to your inboxThis 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
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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.
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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.
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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 inboxThis 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.
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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.
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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.
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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
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Port Side Productions
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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.
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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.
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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!
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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!
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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!
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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! - Show more
