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Channel Mastery

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Channel Mastery is a podcast from Verde Strategy designed to teach business owners how to excel across multiple platforms. Our mission is to see our listeners not only achieve the growth they want, but also to maintain their success and resiliency in our world’s constantly changing retail landscapes. If you’re a business owner, especially in the outdoor industry, looking for the best way to connect, serve, and sell to today’s consumers then this podcast is what you need. Subscribe today!

Channel Mastery is a podcast from Verde Strategy designed to teach business owners how to excel across multiple platforms. Our mission is to see our listeners not only achieve the growth they want, but also to maintain their success and resiliency in our world’s constantly changing retail landscapes. If you’re a business owner, especially in the outdoor industry, looking for the best way to connect, serve, and sell to today’s consumers then this podcast is what you need. Subscribe today!
More Information

Location:

United States

Description:

Channel Mastery is a podcast from Verde Strategy designed to teach business owners how to excel across multiple platforms. Our mission is to see our listeners not only achieve the growth they want, but also to maintain their success and resiliency in our world’s constantly changing retail landscapes. If you’re a business owner, especially in the outdoor industry, looking for the best way to connect, serve, and sell to today’s consumers then this podcast is what you need. Subscribe today!

Twitter:

@KCOStrateg

Language:

English


Episodes

73: *SPECIAL EDITION* Channel Mastery Series: Bridging the Digital Divide, 2019

1/16/2019
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According to my guest today, Paul Paradis, the 20-35-year-old age group will have the most purchasing power in the U.S. by 2020. So yep, the Millennial generation’s purchasing journey remains crucial. But are you ready for this? In that same age group, only one in three have a credit card. This is where Sezzle, for which Paul is chief revenue officer, comes in. Sezzle is taking aim at the traditional banking system and credit cards by offering interest-free, installment payments. This...

Duration:00:41:45

72: Panel Preview: How Specialty Brands and Retailers can Close the Digital Divide

1/11/2019
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Today’s episode of the Channel Mastery podcast is a solocast – short and sweet. It’s a preview of a panel I’m leading at the Snowsports Industries of America and Outdoor Retailer trade shows, taking place at the end of Jan., 2019.( NOTE: The panel takes place on Tuesday, Jan. 29, at 2:15 pm, in the Denver Convention Center conference center, room 401.) If you’re operating a specialty brand, lifestyle brand, or specialty retail operation today, every single word and concept in that title...

Duration:00:20:39

71: Tribalism and Omnichannel Brand Development with Stephan Drake, DPS Skis

1/3/2019
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How does an online DTC brand avoid detrimental conflict when opening a wholesale channel? What if that brand has no intention of closing its DTC business? There is a solution: transparency. Today’s episode is a short and sweet masters’ class in agility, tenacity and the power of passion behind a strategy.

Duration:00:31:39

70: Influencer Marketing Forecast for 2019, with Chris Dickerson

12/26/2018
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In 2018, we saw big brands and big celebrities trip up with a lack of transparency. We also saw off-the-charts conversion rates with micro-targeting. So what’s up for 2019 with influencer marketing? Chris Dickerson is Verde’s Integrated Services Director, and in today’s episode, he offers a transparent insight into influencer marketing, 2019.

Duration:00:33:34

69: Deconstructing Today's Paradigm Shift in Business with Margo Aaron

12/19/2018
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EPISODE PREVIEW: Margo Aaron is the best friend we all need. She tells us we’re enough, and we’re going to be okay. Then she smacks us upside the head with some straight talk: get off our as**s and put in the work. The twist is that Margo isn’t a motivational speaker or a SoulCycle instructor: she’s a research psychologist and marketer extraordinaire. Her assurances and tough love aren’t about feeling better about ourselves, they’re about making significant changes in our businesses. On...

Duration:00:53:57

68: Retail as Media with Anne Mezzenga of Red Archer Retail

12/11/2018
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Today I welcome Anne Mezzenga to the Channel Mastery podcast. She is a retail savant, incisive analyst, and all-around brilliant businesswoman. Anne Mezzenga is co-founder of Red Archer Retail and co-host of the OmniTalk podcast. She’s amassed nearly 15 years in the retail, marketing, experience design, and technology industries. Leveraging extensive experience in omnichannel marketing and experience design, she was most recently head of marketing and partnerships for the Target Store of...

Duration:00:46:31

67: Arleigh Greenwald, Founder of Bike Shop Girl and owner of Family Cyclery and Shift Up Strategies

12/6/2018
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Arleigh Greenwald has been a staple of the bike industry for well over a decade. Through her blog (and later social media empire), Bike Shop Girl, she’s been an outspoken advocate for getting more people on bikes. In today’s episode, we talk about why the time was right to open a shop and how she’s ignoring the traditional tactics to be more nimble, more welcoming, more experimental and genuinely community oriented.

Duration:00:57:52

66: How Amazon 3P Sellers are Disrupting Specialty Retailers & Brands, Part 2 of 2

11/26/2018
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EPISODE PREVIEW: Product offered as “Prime” on Amazon have a 250 percent higher conversion rate than those not listed as Prime. If a higher point of conversion exists in any capacity in any channel, I haven’t found it yet. I open with that statistic because it’s abundantly clear to see why sellers flock to Amazon. We already know that 55 percent of all online product searches start on Amazon. From my guests on this episode, we learn that across all of its platforms, the retailer has over...

Duration:01:15:44

65: How Amazon 3P Sellers are Disrupting Specialty Retailers & Brands, Part 1

11/19/2018
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Today’s show is the first in a two-part series on the Channel Mastery podcast, presented by Verde Brand Communications, where we explore the impact Amazon third-party (3P) sellers have on the business of outdoor specialty retailers and brands. Thank you to Snewsnet.com, the sponsor of this special two-part series of the Channel Mastery podcast.

Duration:01:13:02

64: Leveling the Tech and Data Playing Field for Independent Retailers

11/13/2018
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Today’s show is all about leveling the playing field for retailers. Every day there’s something new to add to your to-do list…and that’s on top of the full-time (+) job you already have. I keep hearing from retailers that you need “plug and play” tools. You don’t need to become armchair experts on every technology and platform out there; you just need tools that are efficient with your time and that deliver results.

Duration:00:43:59

63: How Mission, Vision, Values Can Move a Brand Closer to Its Customers, with Chris Sword

11/1/2018
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A lot of brands will set aside an afternoon to bust out a mission, vision, values (MVV) exercise. PEARL iZUMi took 10 months. That’s not a typo. Ten months! When Chris Sword came in as new president of the company in early 2017, he brought everyone who worked there in on the process. He recognized that the MVV was on opportunity on a broad scale. It was a pathway to listen to his new team (literally everyone) and to discover what the beating heart of PEARL iZUMi truly is. It was a way to...

Duration:00:43:20

62: The New Retail Concept in Action

10/23/2018
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People are doing a lot of talking about what the “new” retail experience is going to be. Ashley and Jeremy Dakan are building it. As owners of a 43-year old specialty retail institution in my hometown of Durango, Colorado, the Dakans are adding a second store to their portfolio. While I’m thrilled to highlight a local shop and their grand plans for expansion, the ideas in this episode are universal. One of the keys to success is that the Dakans are approaching this new world order with open...

Duration:00:27:19

61: Using Clicks-to-Bricks Opportunities to Build Customer Relationships

10/16/2018
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Holiday sales are around the corner. This episode is part pep talk and 100% prep work. In this solocast, I provide tools and ideas that will not only get retailers dialed in for a kickass Q4, but will also transcend holiday in order to build long-term customer loyalty and conversion. I discuss how brick and mortar stores can leverage the power of digital strategies and tools (from the easy, do-it-yourself to pay-for opportunities) to capitalize on one VERY important statistic:

Duration:00:34:33

60: Top Five Trends That Will Shape Retail in 2019

10/9/2018
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Chris Walton is a leading omnichannel consultant, blogger, and accomplished Senior Executive with nearly 20 years of success within the retail and retail technology industries. He was most recently with Target, where he was Vice President of the retailer’s Store of the Future project and also the Vice President of Merchandising for Home Furnishings on Target.com. Tune in to hear the top five trends that will shape retail in 2019!

Duration:00:45:52

59: Brand and Retailer Collaboration is Key When it Comes to Marketing Success, with Ben Carcio

10/2/2018
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Ben Carcio grew up working in his parents’ package store (or liquor store, for those us not from the Northeast). What did he realize – beyond, of course, the fringe benefits of cheap beer for his college buddies? Brands, sales reps, retailers: We’re all in this together. Today’s show is about collaborating and co-existing so that everyone can thrive. While his business is steeped in tech, Ben has refreshingly straightforward tips for brands to build their relationships, support their retail...

Duration:00:44:36

58c: Why is Amazon OK for Outdoor Markets But Walmart is Not? Part Three, with Mike Massey

9/19/2018
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Part 3 of a 3-part series: The news that walmart.com had launched a premium online outdoor shop rocked the outdoor markets. Specialty retailers cut orders with brands that were selling to Walmart. Brands pulled their products, with Black Diamond going so far as to send a cease and desist. Walmart-owned Moosejaw, who curated the online shop, pushed back that the outrage against Walmart was hindering inclusivity in outdoor activities. This episode we are joined by John Mccoy, Carter Jensen,...

Duration:00:24:08

58b: Why is Amazon OK for Outdoor Markets But Walmart is Not? Part Two, with Carter Jensen

9/19/2018
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Part 2 of a 3-part series: The news that walmart.com had launched a premium online outdoor shop rocked the outdoor markets. Specialty retailers cut orders with brands that were selling to Walmart. Brands pulled their products, with Black Diamond going so far as to send a cease and desist. Walmart-owned Moosejaw, who curated the online shop, pushed back that the outrage against Walmart was hindering inclusivity in outdoor activities. This episode we are joined by John Mccoy, Carter Jensen,...

Duration:00:22:59

58a: Why is Amazon OK for Outdoor Markets But Walmart is Not? Part One, with John McCoy

9/19/2018
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The news that walmart.com had launched a premium online outdoor shop rocked the outdoor markets. Specialty retailers cut orders with brands that were selling to Walmart. Brands pulled their products, with Black Diamond going so far as to send a cease and desist. Walmart-owned Moosejaw, who curated the online shop, pushed back that the outrage against Walmart was hindering inclusivity in outdoor activities. This episode we are joined by John Mccoy, Carter Jensen, and Mike Massey to discuss...

Duration:00:40:42

58: Why Is Amazon OK for Outdoor Markets When Walmart is Not?

9/14/2018
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Following the news of Walmart.com’s Premium Outdoor Store, curated by Moosejaw, we bring you this special update. This episode we are joined by John Mccoy, Carter Jensen, and Mike Massey to discuss what this means for the outdoor industry. Be sure to rate us and leave a review!

Duration:01:19:32

57: Creating Unique and Exceptional Customer Experiences with a Digital Boost

9/12/2018
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EPISODE PREVIEW: The consumer decision journey most certainly begins online today and how we engage and nurture our target end consumer across their devices is the secret to continually creating loyal brand fans who convert. I have an episode for you today that brings the very latest digital tactics and strategies to you, Channel Masters. And, my secret weapon has a name: Carter Jensen. You first experienced Carter earlier this year in an audio podcast, and now, he joins us again in our new...

Duration:00:30:24