channel mastery podcast, episode #55: a kristin carpenter-ogden solocast my … · 2019. 4. 22. ·...

ChannelMasteryPodcast,Episode#55:AKristinCarpenter-OgdenSolocast

MyMostRecentConsumerDecisionJourneyAroundanExperientialEvent:

KeyTakeawaysonWhatWorkedfromDiscovery,toEngagement,throughNurturingandthroughMultipleConversions!

www.channelmastery.com/55ChannelMasters,Wetalkalotabouttheconsumerdecisionjourneyinthisshow,andhowitkeepsevolvingwiththeoptions–andmoodsitseems–oftoday’stough-to-pin-down,omnichannelconsumer.They’refinicky,thisomnichannelconsumer.Theydon’tshowatonofloyaltyandtheychangehowtheydiscover,share,andbuyfromusmoreoftenthanwe’dlikethemto.Ourdearomnichannelconsumerisn’treallythatbigofamystery,however,whenyouconsiderthefactthatyouhaveyourveryownstudysubjectinyourmirror.Yes,wetendtoforgetit–wetooareomnichannelconsumers.Often,wesharetraitswiththeveryominchannelconsumerthatourbrandisworkingtofind,nurtureandconvert.InmidAugust2018,Ifinishedhavingmyownconsumerdecisionjourneythat’sveryrelevanttowhatwehuntdowntogetherinthiscommunity.Or,tobemoreaccurate,Ifinishedthefirstchapterofitanyway.Itinvolvedanexperientialeventandanurturesequencethatinvolvedmultiplechannelsincluding:

- Youtube,Facebook,andafewothersocialmediaplatforms- Twopodcaststhatbecameveryinfluentialtome- Acoachingservice

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- Aradendurancenutritioncompany–GUEnergy–areveredVerdeclient- Abrickandmortarspecialtybikeshop- Twobikehardgoodssupplierswithgreatcontentontheirsites

Perhapsmostimportant–theentireeventtookaboutsixmonths,wasakeypartofmyidentity,enabledmetojoinacommunity,ANDhadacausecomponenttoit.Itwasmy2018Leadville100mountainbikeraceexperience.AndI’mgoingtobringyouthroughtheconsumerdecisionjourneyandthenurturesequencearounditheretoday.Cyclingisoneofmybiggestpassionsinlife,andbeingacompetitiveathlete,evenonmymeager,amateurlevel,issquarelypartofmyidentity.IthasbeenforaslongasIcanremember.I’vealwayslovedhavinggoalsaswellthattietogetherthetwo.Butinthecaseof2018,Ihadaverydifferentneedthatwasmuchmoreemotionallychargedaroundsettingacyclinggoal.AlotofyouknowthatmyDadpassedawayinearlyFeb.ofthisyearfromLymphoma.MyDadwasn’tacyclistbuthecertainlywasalifelongathlete–IdecidedthesamemonthhepassedawaythatIwoulddoaVERYbigathleticgoalin2018tohonorhim.Partofthisdecisionwasmyownhealthandwellbeingduringthegrievingprocess–Iknewthatbeingfocusedonanathleticgoalwouldfunnelmyenergyinamorepositivedirectionthancrackingopenthe101WaystoMakeNachoscookbookthatmyemployeesgavemeacoupleofyearsago–nachosaremyultimatecomfortfood.Icouldeasilypicturemyselfsittingdownonthecouch–justaboutanytimeofdayorevening–withagiantcookiesheetfullofnachosaccompaniedbyanice,tallglassofwine.Or,IcouldtrainforandracetheLeadville100.Itwasn’taharddecision–thebike’salwaysbeenmytherapyofchoice.It’smyhappyplace,FORSURE.Andasitturnsout,Leadvilleisnowoneofmyfavoritehappyplacestoo!LeadvilleisownedbyLifetimeFitnessandthere’sanentireseriesofLeadvilleeventsthatincludetrailrunningandmountainbiking,allstartinginandaroundthetinylittleminingtownthat’sthehighestincorporatedcityinAmericaat10,000-feetelevation.AsIfoundoutthroughmypreparationprocess,Leadvilleisthebackdropoftheevent,butit’salsoakeypartoftheemotionalconnectionracersgetfromsigningupfortheevent.Thetownwasbuiltintheminesabove10,000feet–youhavetobeFULLofgritanddetermination,andtrulyknowhowtosuffer,tosettleatownlikethat.And,asitturnsout,racersidentifywiththosetraitsandcarryahugeamountofpridearoundbeingapartofitandsupportingLeadville.IdidthreeeventsinLeadvillethissummer–acamptoprepfortherace,theSilverRush50mountainbikeraceandtheLeadville100mountainbikerace.KenandMarilee,theoriginalfoundersoftheLeadvilleseries,wereatallthree.Andthetownisaverylegit,real,blue-collarmountaintown.Therejustaren’tmanytownsleftlikeLeadvilleanymore.IfellinlovewithitthroughtheprocessofpreparingfortheLeadville100mountainbikerace.

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ButtherewereafewotherwaysthatIidentifiedwiththeevent.

- Obviously,IwantedtodosomethingbiganddifficulttohonormyDad.A100-milemountainbikeracestartingat10,000feetelevation,withabout11,000feetofelevationgain–seemedlikeaverygoodtarget.

- IalsoresearchedatonofstuffonYouTube.Therewereafewkey(andpopular)overviewvideosontheevent,preparingforit,etc.

o Throughthis,Iwasabletolearnthatthisparticulareventwasactuallyalignedwellwithacyclistlikeme–IcanridetechnicalterrainlikeDurango,butlikelynotfor100milesintheamountoftimeIhadtotrainfortheevent

o IdidfeelcomfortablethatIcouldridetheheckoutofalesstechnicalcourse–Leadvillehassometechnicalascentsanddescentsbutitalsohasagoodamountofdoubletrack.Thealtitudeisthechallengeformanywhodoit–butIhadalotofexperienceandconfidenceracingandtrainingathighaltitude.IactuallyLOVEtoridemybikeuphillasmuchashumanlypossible

o And,IalsowatchedtheRaceAcrosstheSkymovies–freeonYoutube–whereDaveWeinssquaresoffwithLanceArmstrong–IwasabletogetasolidsenseofthecourseANDseetheincrediblerangeofpeoplewhoshowuptodotheevent

! IbelieveitwasactressGeenaDaviswhosaiditbest.“Ifshecanseeit–shecanbeit.”That’sreally,reallyimportanttorememberinyourownmarketing,nurturesequences,etc.Youhavetoportrayyourtargetconsumerinyourcontent–Leadvilledidthatwell.

! IalsorelatedstronglywiththeemotionalconnectionOTHERSfeltandsharedaboutsigningupfortheevent.IalsolearnedthatIwasn’ttheonlypersonsearchingforaneventlikeLeadvilleduringaprettyHUGELYpivotalmomentinmylife–thelossofmyDad.

o Ialsolistenedtotwokeypodcastsabouttheevent,TheLeadville100Podcastandthe

TrainerRoadpodcast.Ihungoneverysingleword–quiteliterally–asyou’llhearaboutwhenIgetintomygearandprep.

WhendidIcommit?

- PrettymuchrightaftermyDadpassedaway–secondweekofFebruary.- IalsoknewrightawaythatIwasgoingtousemytrainingandracingofLeadvilleasafundraiser

fortheLymphomaandLeukemiaSociety–itwasaveryhealingthingformeandwasapointofprideformyfamily–itjustfeltgood!

- And,nothingmotivatesyoutotrainandcleanupyouractmorethanpublicaccountabilitylikethat–

o AccordingtotheNPDwebinarthatCamberOutdoorssharedinMid-August,oneofthekeytrendsforconsumerstodayishavingtheabilitytosharevalueswithabrand.Inmy

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case,LeadvillegavemesomethingtohonormyDadwith.Thisissomethingalleventsandfrankly,allbrands,todayshouldbeprioritizing.Thisignitestheemotionalconnectionbetweenanexperienceandgettingreadyforit,buyingstuffforit,etc.inahugeway.

WhatdidIjoinupwith–wherewasthecommunity?AndhowwasInurturedthroughtheratherlongwindowfromsignuptoshowup?

- Facebook- Youtube- PodcastsliketheLeadville100MountainBikeRacepodcast–producedbyEldon“Fatty”Nelson

–ortheFatCyclist,andtheTrainerRoadpodcastwereabsolutelyHUGEforme.Theybuiltconfidence,keptmestokedandtrulyopenedmyeyestowaystohack,prepareforandreallyshowupreadyfortheevent

- Email–theysentcontentmywaythatIgenuinelyneeded.Storiesofotherracers,contentonnowtoprepare,nutrition,hydration,etc.

- IalsobuiltmyownminicommunitythroughtheCrowdrisePlatformthattheLeukemiaandLymphomasocietymakesavailabletopeoplelikemewhowanttofundraisetohonorafamilymemberorfriendwhenbattledthesediseases.

- Additionally,IfeltveryconnectedwithVerde’samazingclient,GUEnergy.GU’sCEO,BryanVaughn,hascompletedLeadvilleIthinkjustunder10times,andhasdoneasub9hour–theHOLYGRAIL–multipletimes.HeandhisamazingteamincludingMagdaandRoxanne–gotmecompletelydialedwithmyracenutritionandalsoworkedwithmycoachatCarmichaelTrainingSystems,Clayton,toensurethatmyrecovery,nutritionandhydrationwereinthebestordertheycouldbein.

WhatgeardidIneed?

- IknewthatIwasgoingtoneedtobuyanewmountainbikethatsuitedthisgoal.SoIsetaboutmyonlineresearchandpeerresearcharoundselectionofaballin’crosscountrybikethatwaslightandreallysolidintermsofmarathonmountainbikeevents.

- I’mnot37anymore–farfromit!So,IknewthatI’dneedtoinvestinabikethatcouldmakeupforthefactthatI’mkindofanoldgoat.Gearmakesahugedifferenceinthisregard.

- TheCanyonLuxwasanaspirationalbikeforme–throughonlineresearchIreadeditorialreviewsandalsostudiedthevideosandinterviewswithCanyon-Topeakmarathonriders,likeAlabanLakata,ofCanyonTopeak

o Heandhismarathonspecialistcolleaguesonthatteamareaworld-championshipcaliberteamknownfordoingBRUTALeventslikethefamousCapeEpic

o Iboughtthebikeandhaditshippedtomylocalindependentbicycledealer–theMountainBikeSpecialists–mylong-timeshop.ThisstartedwhatwasperhapsthemostimportantpartofmyexperiencethatIthoughtyou’dgetalotoutof–whichwasmyrelationshipwiththisshopanditsemployees.

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! TheyliterallyhadmybackandwereavailabletomethroughalloftheupsanddownsIencounteredfromthetimeIgotthebike(whichwasveryearlyJuneofthisyear–sokindofcuttingitclose),throughtheCamp,the50-mileLeadvilleMountainbikerace,theSilverRush,andofcourse,ontothebigdogitself.

! Ihavetogiveashoutouttotheirentireteam–especiallyDarien,whowentoutofherwaytohelpmelearnthetrulyimportantfacetsIneededtoforontrailmaintenance.SheisliterallytheBESTmechanicintheUniverse,asfarasI’mconcerned.

PRE-RACELEADVILLEPREP-PuttingthePreptoWork:MyfirsttripuptoLeadvillewasinmidJune,fortheCampofChampions.Iknowmyselfanditwasreally,reallyimportanttometoactuallyridethecourseandknowwhatthehellIwasgettingmyselfinto.Thecampsplitthecourseovertwodays–andwasledbypastwinnersoftheevent–likeToddWells,alongwithaboutsixorsootherLeadvillemountainbikevets.IwentuptherecompletelyHanSoloandIwasincrediblyintimidated–buttheteamatLifetimeFitnessaroundtheevent,theothercampersandthecoacheswereincredible.Sonice,patientandreallywentoutoftheirwaytobeencouragingandinclusive.Ileftadifferentperson.Iwascompletelysmittenbytheterrainupthere–it’sabsolutelyhugewilderness,desolateandgorgeous!Iwasalsohumbled.

o Infact,onceIcompletedthatweekend-IknewDAMNwellthatIneededmoretraining–ordropoutoftheevent(whichwasNEVERanoptionforthisgirl).

o IalsoknewDAMNwellthatIneededtoknowhowtodoon-trailbikemaintenancebeforethebigday--thiswasakeypointofintimidationforme.

o IalsoknewIwouldneedoneofmybrothersthere–soIcalledJohn.He’s14-monthsolderthanIam–weareveryclose–butalsoverydifferent!HesettleddowninHouston,TexasafterplayingfootballforStanfordUniversitywithhiswifeWendy–abrilliantdoctor.

o Johnisagiftedtailgater,anditturnedoutthathispropensitytocrushitintheparkinglotsofcollegefootballgamesaroundTexasalsoextendstocrewingforhislittlesisteratLeadville.

HowdidIprepare:PHYSICALLY:

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- Carmichael- Leadville100podcast- TrainerRoadpodcast

GEARWISE:

- MountainBikeSpecialists:o Bikemaintenanceo Bikefit

- And,Ithoughtyou’dfinditveryinterestingtolearnthatIboughtasetofENVEM525wheelsbecauseFattytoldmetoonhispodcast.Theyarenotcheap–butIwasSOincrediblyworriedaboutflattingintheeventandpossiblymissingatimecutoffbecauseofit,thatIwentforit.I’mVERYhappyIdid!

WhenIlookbackon2018,Iwillmostcertainlyrememberitasalife-changingyearformeforSOmanyreasons.ThebiggestonebeinglosingmyDad–it’sunbelievablyhardtoloseyourotherparent–IlostmyMomtothesamedamnillness–Lymphoma–whenIwasjust13yearsold.LosingmyDadhasshakenmetomycore.ButcommittingtoandjoiningupwithLeadvillehasbeenhugelyhealingandbeneficialtomeandtomyfamily.MybrotherJohn,whocameoutfromHoustontocrewwithhistwokids,andmytwokids,isanexperttailgaterandI’mprettysurenowthatI’vebeenthroughthiswithhim,heisliterallyaPHdincrewing.HeandIdecidedtoinvestinaGarminTracker,toensurethatourfamilyandthemanyfriendsthatlovedmyDadandstillloveNan,myawesomestepmom.Fromthetimethegunwentoffat630amthatday,therewerejustunder70peoplefollowingtheTrackeronaWhat’sAppthreadthatmyotherbrother,Matt,setup.Itwasthefirsttimewewereallbacktogether,rallying–onlythistimeweweren’tatRenownHospitalinReno.Wewereupat10,000feet–joinedupwiththestrongpresenceofmyDadinandaroundtheLeadvillecommunityandmountains.ItwasINCREDIBLE.I’maLIFER.ChoosingtocommittotheLeadville100mountainbikeraceinhonorofmyDad,FredCarpenter,wastheabsoluterightthingtodo.AndyoucanbetALLofyourchipsonmeshowingupagaininthesecondSaturdayinAugustin2019,andlikelybeyondthat,tobeapartofthismagicalcommunityandeventthat’sliterallyshapedmylifeandsteeredalotofpeopletowardcreatingpositivechangethroughourfundraisertohonormyDad.

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Thatwasquiteastory,Iknow.It’smyhopethatyoucanlearnfrommyexperienceasaveryintimidatedbutdrivenMom,wife,sister,daughter,CEOandfriend–whodecidedtoGOBIGandsignuptoraceacrosstheskyforthefirsttime.I’llneverbethesameagain!LookingforwardtoseeingyouallrightherenextweekontheChannelMasterypodcast–thankyouSOmuchforbeingherewithmetoday.Untilnextweekeveryone!Byefornow