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Listen to leaders of the outdoor marketing industry discuss the gritty details of their work, personal lives, and latest adventures. Whether you’re standing in the lift line, shuttling to fresh loam, or cracking a local beer, these conversations will teach you about the ever-changing world of marketing. This is the Backcountry Marketing podcast.
Produced by: Port Side Productions
Listen to leaders of the outdoor marketing industry discuss the gritty details of their work, personal lives, and latest adventures. Whether you’re standing in the lift line, shuttling to fresh loam, or cracking a local beer, these conversations will teach you about the ever-changing world of marketing. This is the Backcountry Marketing podcast.
Produced by: Port Side Productions
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Contact email for inquiries:
co***@portsidepro.com
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360.383.7721
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Bellingham, WA
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Here's a quick summary of the last 5 episodes on Backcountry Marketing.
Hosts
Cole
Cole Heilborn
Previous Guests
Mike Lewis
Mike Lewis is the Vice President of Marketing and Direct-to-Consumer (DTC) at Bison Coolers, a family-run outdoor brand known for its high-quality coolers and outdoor gear. With a strong background in marketing, Mike has played a pivotal role in elevating Bison Coolers' brand presence, particularly through innovative campaigns such as their feature in Google's Gemini campaign during the Super Bowl. His expertise lies in leveraging storytelling and humor to connect with consumers, making Bison Coolers a recognizable name in the outdoor industry.
Mike Lewis is the Vice President of Marketing and Direct-to-Consumer (DTC) at Bison Coolers, a family-run outdoor brand known for its high-quality coolers and outdoor gear. With a strong background in marketing, Mike has played a pivotal role in elevating Bison Coolers' brand presence, particularly through innovative campaigns such as their feature in Google's Gemini campaign during the Super Bowl. His expertise lies in leveraging storytelling and humor to connect with consumers, making Bison Coolers a recognizable name in the outdoor industry.
Massimo Alpian
Massimo Alpian is the Global Director of Communications at Tracksmith, a brand known for its commitment to the running community and innovative marketing strategies. With a background in communications and brand storytelling, Massimo has played a pivotal role in shaping Tracksmith's narrative and campaigns, including the acclaimed 'Year of the Amateur' and 'Church of the Long Run.' His expertise lies in creating authentic content that resonates with audiences and fosters emotional connections, particularly in the fast-paced digital landscape.
Massimo Alpian is the Global Director of Communications at Tracksmith, a brand known for its commitment to the running community and innovative marketing strategies. With a background in communications and brand storytelling, Massimo has played a pivotal role in shaping Tracksmith's narrative and campaigns, including the acclaimed 'Year of the Amateur' and 'Church of the Long Run.' His expertise lies in creating authentic content that resonates with audiences and fosters emotional connections, particularly in the fast-paced digital landscape.
Topics Discussed
creative risk aversion
brand
outdoor industry
branded content
calculated risks
economic headwind
Super Bowl commercial
Bison Coolers
Google Gemini campaign
outdoor marketing
storytelling
brand awareness
outdoor brands
content creation
emotional resonance
strategic effectiveness
Backcountry Marketing Filter
Port Side Productions
brand storytelling
emotional connections
Tracksmith
Year of the Amateur
Church of the Long Run
social media trends
audience engagement
content marketing
brand messaging
creative strategy
campaign planning
YouTube Channel
Podcast has no YouTube channel.
Instagram Profile
Podcast has no Instagram profile.
Episodes
Here's the recent few episodes on Backcountry Marketing.
According to a study by Lions, only 13% of brands are “risk friendly.” Cole unpacks this study, its implications, the future, and ways to make calculated risks. The outdoor industry, though commendable for its investment in branded content, suffers from a lack of creative risk, especially in an economic headwind - yet the data doesn’t lie. It’s actually riskier not to take creative risks.
About:
This podcast is produced by Port Side, a creative studio powered by the Backcountry Marketing Filter™, a methodology shaped by 200+ conversations with marketing leaders to turn insight into emotionally-driven video strategy.
Enjoy this episode and discover other resources below:
Insight Deck | Want 20 of our favorite insights? Download them here
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.
According to a study by Lions, only 13% of brands are “risk friendly.” Cole unpacks this study, its implications, the future, and ways to make calculated risks. The outdoor industry, though commendable for its investment in branded content, suffers from a lack of creative risk, especially in an economic headwind - yet the data doesn’t lie. It’s actually riskier not to take creative risks.
About:
This podcast is produced by Port Side, a creative studio powered by the Backcountry Marketing Filter™, a methodology shaped by 200+ conversations with marketing leaders to turn insight into emotionally-driven video strategy.
Enjoy this episode and discover other resources below:
Insight Deck | Want 20 of our favorite insights? Download them here
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.
Super Bowl commercialBison CoolersGoogle Gemini campaignoutdoor marketingstorytellingbrand awareness
In this episode, Cole Heilborn sits down with Mike Lewis, the VP of Marketing and DTC at Bison Coolers, to discuss how a small outdoor brand found itself featured in a Super Bowl commercial without paying a dime.
Mike walks us through how Google handpicked Bison Coolers to represent Texas in its nationwide Gemini campaign, why their family-run story resonated, and how the experience has transformed their marketing approach. From prepping for the massive wave of visibility to capitalizing on newfound brand awareness, Mike shares the real impact of landing on one of the biggest advertising stages in the world.
They also explore the changing landscape of outdoor marketing, how humor is a powerful brand tool, and why storytelling, not just ad spend, breaks through the noise in today’s digital world.
This podcast is produced by Port Side, a creative studio powered by the Backcountry Marketing Filter™, a methodology shaped by 200+ conversations with marketing leaders to turn insight into emotionally-driven video strategy.
Enjoy this episode and discover other resources below:
Insight Deck | Want 20 of our favorite insights? Download them here
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.
In this episode, Cole Heilborn sits down with Mike Lewis, the VP of Marketing and DTC at Bison Coolers, to discuss how a small outdoor brand found itself featured in a Super Bowl commercial without paying a dime.
Mike walks us through how Google handpicked Bison Coolers to represent Texas in its nationwide Gemini campaign, why their family-run story resonated, and how the experience has transformed their marketing approach. From prepping for the massive wave of visibility to capitalizing on newfound brand awareness, Mike shares the real impact of landing on one of the biggest advertising stages in the world.
They also explore the changing landscape of outdoor marketing, how humor is a powerful brand tool, and why storytelling, not just ad spend, breaks through the noise in today’s digital world.
This podcast is produced by Port Side, a creative studio powered by the Backcountry Marketing Filter™, a methodology shaped by 200+ conversations with marketing leaders to turn insight into emotionally-driven video strategy.
Enjoy this episode and discover other resources below:
Insight Deck | Want 20 of our favorite insights? Download them here
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.
outdoor brandscontent creationemotional resonancestrategic effectivenessBackcountry Marketing FilterPort Side Productions
Most outdoor brands are creating content, but few are creating content that is emotionally resonant and strategically effective. In this solo episode, Cole reflects on why so many brands are falling short of their creative potential, provides a real life example of how The Backcountry Marketing Filter works, and expands on why Port Side had to evolve.
This podcast is produced by Port Side, a creative studio powered by the Backcountry Marketing Filter™, a methodology shaped by 200+ conversations with marketing leaders to turn insight into emotionally-driven video strategy.
Enjoy this episode and discover other resources below:
Insight Deck | Want 20 of our favorite insights? Download them here
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.
Most outdoor brands are creating content, but few are creating content that is emotionally resonant and strategically effective. In this solo episode, Cole reflects on why so many brands are falling short of their creative potential, provides a real life example of how The Backcountry Marketing Filter works, and expands on why Port Side had to evolve.
This podcast is produced by Port Side, a creative studio powered by the Backcountry Marketing Filter™, a methodology shaped by 200+ conversations with marketing leaders to turn insight into emotionally-driven video strategy.
Enjoy this episode and discover other resources below:
Insight Deck | Want 20 of our favorite insights? Download them here
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.
brand storytellingemotional connectionsTracksmithYear of the AmateurChurch of the Long Runcontent creationsocial media trendsaudience engagement
In this episode, Cole Heilborn sits down with Massimo Alpian, the Global Director of Communications at Tracksmith, to explore the evolving challenges of brand storytelling in today’s fast-paced digital landscape. They dive into the creative philosophy behind Tracksmith’s most successful campaigns, including the "Year of the Amateur" and "Church of the Long Run," and discuss the brand’s unique approach to fostering emotional connections with runners.
Massimo shares insights into why authenticity is key in content creation, how Tracksmith balances long-form and short-form storytelling, and the complexities of measuring ROI in brand marketing. They also unpack the impact of shifting social media trends and how brands can adapt their creative strategies to maintain audience engagement.
Referenced Topics:
Tracksmith’s "Year of the Amateur" campaign: Watch here
This podcast is produced by Port Side, a creative studio powered by the Backcountry Marketing Filter™, our methodology shaped by 200+ conversations with marketing leaders to turn insight into emotionally-driven video strategy.
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.
In this episode, Cole Heilborn sits down with Massimo Alpian, the Global Director of Communications at Tracksmith, to explore the evolving challenges of brand storytelling in today’s fast-paced digital landscape. They dive into the creative philosophy behind Tracksmith’s most successful campaigns, including the "Year of the Amateur" and "Church of the Long Run," and discuss the brand’s unique approach to fostering emotional connections with runners.
Massimo shares insights into why authenticity is key in content creation, how Tracksmith balances long-form and short-form storytelling, and the complexities of measuring ROI in brand marketing. They also unpack the impact of shifting social media trends and how brands can adapt their creative strategies to maintain audience engagement.
Referenced Topics:
Tracksmith’s "Year of the Amateur" campaign: Watch here
This podcast is produced by Port Side, a creative studio powered by the Backcountry Marketing Filter™, our methodology shaped by 200+ conversations with marketing leaders to turn insight into emotionally-driven video strategy.
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.
Every person who watches your content is silently asking the same question: “Why should I care?” And if your brand doesn’t answer that clearly and quickly, the message won’t land, no matter how beautiful the visuals are.
In this solo episode, Cole unpacks why this question is the real test of whether content works. Drawing from hundreds of interviews with outdoor marketing leaders, he shares common pitfalls brands fall into, how to avoid them, and why answering why it matters is the creative north star for any campaign.
Whether you're planning a brand film, campaign, or product launch, this episode will challenge how you approach content and give you a framework to make sure your story sticks.
This podcast is produced by Port Side. We're a creative studio that blends the best of a creative agency with the executional power of a production company backed by a methodology crafted from 200 marketing leaders that produces emotional and strategic video content.
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.
Every person who watches your content is silently asking the same question: “Why should I care?” And if your brand doesn’t answer that clearly and quickly, the message won’t land, no matter how beautiful the visuals are.
In this solo episode, Cole unpacks why this question is the real test of whether content works. Drawing from hundreds of interviews with outdoor marketing leaders, he shares common pitfalls brands fall into, how to avoid them, and why answering why it matters is the creative north star for any campaign.
Whether you're planning a brand film, campaign, or product launch, this episode will challenge how you approach content and give you a framework to make sure your story sticks.
This podcast is produced by Port Side. We're a creative studio that blends the best of a creative agency with the executional power of a production company backed by a methodology crafted from 200 marketing leaders that produces emotional and strategic video content.
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.
