housekeeping · founder, president of garrison everest • 20 years in marketing • roi /...

HOUSEKEEPING • Please Stay Muted • Ask Questions in Zoom Chat Feature • All Questions Will

Be Answered • Presentation Emailed After

JOSHUA CLAFLIN Founder, President of Garrison Everest

• 20 Years in Marketing

• ROI / Conversion Oriented Approach to Marketing

• Works with major firearms brands + NASCAR, NSSF, Elite Tactical

© 2020 Garrison Everest, Inc. | All Rights Reserved.

JOSH CLAFLINPresident and StoryBrand

Certified Guide of Garrison Everest

Marketing Veteran of 20 Years

Messaging and ROI/Conversion Oriented

NASCAR, NSSF, ETS, Outdoor Edge, Orvis, Lancer Systems

BRAD LUTTRELL Cofounder, CEO of GoWild

• Decade in Sales,

Marketing & Creative • Previously: Creative Director

at mid-sized Digital Agency • Clients: Garmin, Polaris

Adventures, Federal & First Lite

— Professor Scott Galloway

Things won’t change— they will accelerate.

COVID-19 is making the future happen faster.

SEPARATE SURGES & SHIFTS • Surges (or dips) in sales may

not be the new normal • Erratic consumer spend will stabilize • How consumers research & purchase

is changing forever—we are being trained on new behaviors

Keys to Winning:

1) Observe Behavior 2) Find the Friction

3) Reduce the Barriers

The outdoor industry’s economic impact

GoWild is a social media platform for all outdoors enthusiasts, helping members track outdoor activities, shop for the best gear, and engage in meaningful conversation around what they love.

Social Media + Ecomm for Outdoor Enthusiasts

GoWild is a social media platform for all outdoors enthusiasts, helping members track outdoor activities, shop for the best gear, and engage in meaningful conversation around what they love.

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CONSUMER EXPERIENCEEVERGREEN, MULTIPURPOSE FUNCTIONALITY

Activity Tracking 40+ Activities

Achievements 200+ Species

Recipes Log & Find

Media Log Podcasts & Videos

Engagement Post & Learn

New Way to Shop Ask Qs, Get As

Ecommerce Retailer Agnostic

New Kind of Review More Data on Owners, Gear

Gear SharingSocial Sharing for

Gear Lists

CONTEXTUAL, OUTDOOR-FOCUSED ECOMMERCEGOWILD GEARBOX

• 150K Products in GoWild • ~45K Monthly Users & Growing (100K by 12/2020) • User-Generated-Content on Steroids

Increased Direct-to-

Consumer Sales

Increased Desire for

Community

BEHAVIORAL SHIFTS

More Organic

Storytelling

“Yay me!”

AND HOW TO ALIGN YOUR BRAND

INCREASE IN PERCEIVED VALUE OF COMMUNITIES

Behavior shifts on GoWild Platform 3/15/2020-4/15/2020 vs. Previous 30 Days. Visit ThinkwithGoogle.com for more consumer behavior analysis.

Shifts on GoWild: • Social Engagement: +31% (Comments, Upvotes & Posts) • Daily Time Spent Per Active User: +17% • Active Users: +5%

Shifts per Think with Google: • +75% in community-related searches

BEHAVIOR SHIFT:MORE CONTENT & VERTICAL DISCUSSION

BRAND ALIGNMENT:

• Assess if your brand is in the community or talking “at” a community • More impressions mean you can push more content & CPMs may have dropped • If marketing spend is down, experiment with niche community platforms (TikTok, GoWild, Reddit)

http://ThinkwithGoogle.com

“Yay me!”

VERTICALLY ALIGN YOUR BRAND

INCREASED DESIRE TO SHARE & GET OUTSIDE

Behavior shifts on GoWild Platform 3/15/2020-4/15/2020 vs. Previous 30 Days . Increased hunters & spend per US Fish & Wildlife report.

Shifts on GoWild: • Posts: + 29% • Time Logs: +36% • Trophy Logs: +15%

Previous Shifts: • Total number of hunters & spend increased significantly in 2008-2010

GO DEEP NOT WIDE— GET IN THE WEEDS

BEHAVIOR SHIFT: BRAND ALIGNMENT:

• Get in the weeds & discuss your product with consumers (avoid fluff content) • Work in educational content to align your brand with incoming newbies • Tap into this new wave of content creators & create organic ambassadors

Gearbox Utilization: +43.8%

SURGE IN DIRECT TO CONSUMER SHOPPING

Shifts on GoWild: • GoWild Gearbox Utilization: +44% (Searching, shopping, interacting with gear)

2018 Avionos Report: • Half of consumers feel more confident with extra context (reviews, videos, social validation)

CONTEXT IS KING + REMOVE FRICTION

BEHAVIOR SHIFT: BRAND ALIGNMENT:

• Focus on content, robust specs and reviews to validate—people want to validate desires. We buy emotionally. • Assess your brand’s ecomm experience & find the friction in checkout • Earn customer’s attention now—there will be a surge of noise when ad spend returns

Behavior shifts on GoWild Platform 3/15/2020-4/15/2020 vs. Previous 30 Days. Source: 2018 Consumer Report Avionos.

45

40

35

30

25

20

15

10

5

0

1991 1996 2001 2006 2011

Number of US Hunters Inflation Adjusted Expenditures (x$1,000)Source: US Fish & Wildlife

Million

HUNTER SPENDINGNUMBERS & EXPENSES CLIMBED THROUGH RECESSION

— Paraphrase from Tech Investor Gigi Levy Weiss, NFX

would you choose to ride a camel or with the calvary?

When riding into battle,

WHAT’S THAT MEAN? New behaviors and habits are being formed. The Great Lockdown is shaping behavior for years to come. This is a time for offense, not survival. Don’t hunker down—lead the charge.

KEYS TO WINNING (LEADING THE CHARGE)Observe Behavior • Find consumers’ actions today • Determine likely behavior in the future (does that behavior maintain or shift)

Find the Friction • In this new landscape, where is the friction in the experience? • Do this for the market as a whole & your brand to find gaps

Reduce the Barriers • Build your brand to fill the gaps with a frictionless experience

Observe Behavior • Find consumers’ actions today • Determine likely behavior in the future (does that behavior maintain or shift)

Find the Friction • In this new landscape, where is the friction in the experience? • Do this for the market as a whole & your brand to find gaps

Reduce the Barriers • Build your brand to fill the gaps with a frictionless experience

CUSTOMER EXPERIENCE

ALIGN YOUR BRAND’S STORY WITH WHERE YOU’RE GOING/BUILD THE LOYALTY ALONG THE WAY

“GOWILD IS BUILDING AMAZON ON STEROIDS” - RON ROY, ECOMM GODFATHER

BRANDS WE WORK WITH2019 & 2020

Contact: Brad Luttrell, Cofounder, CEO | [email protected]

mailto:[email protected]


THREE MARKETING TACTICS FOR TODAY

Josh Claflin, President and StoryBrand Certified Guide of Garrison Everest

2020 VISION: OUTDOOR MARKETING IN A NEW ERA


Source: Klaviyo: https://www.klaviyo.com/covid-19-daily-ecommerce-insights

Current Ecommerce Trends (Sporting Goods)

https://www.klaviyo.com/covid-19-daily-ecommerce-insights


Current Ecommerce Trends (Sporting Goods)

Source: Zentail: https://www.zentail.com/blog/outdoor-sales-soaring-during-covid-19-coronavirus-outbreak

https://www.zentail.com/blog/outdoor-sales-soaring-during-covid-19-coronavirus-outbreak


How Do You Maximize Your Marketing In This Season?


JOSH CLAFLINPresident and StoryBrand

Certified Guide of Garrison Everest

Marketing Veteran of 20 Years

Messaging and ROI/Conversion Oriented

NASCAR, NSSF, ETS, Outdoor Edge, Orvis, Lancer Systems


THREE MARKETING TACTICS FOR TODAY


Consumer Behavior• The human brain is designed to do two things “Survive and Thrive”

• The human brain is drawn to clarity in a time of confusion

• People have a lesser attention span than a gold fish (8 seconds or less)

• People don’t read your website, they scan it first

• Don’t play the hero, play the guide in this season


1. Create a Clear Message


What is a Clear Message?• Recognize the “Curse of Knowledge” (Harvard Study)

• Can your website pass the “grunt test?”

• Say it in 7-10 words or less

• You can’t afford to be “cute or clever”

• Call to Action - “Don’t hide the cash register!”


2. Create an Automated Sales Funnel


How to Create an Automated Sales Funnel

1. Welcome Email

2. Overcome an Objection

3. Problem and Solution

4. Deliver a Paradigm Shift

5. Customer Testimonial/Success Story

6. Sales Letter - Ask for the Sale

EMAIL SUBSCRIPTION OFFER POPUP

LEAD GENERATOR

For every $1 spent, email returns $38 ROI on average.

2-3 DAYS

2-3 DAYS

2-3 DAYS

2 DAYS

1 DAY


Sales Funnel Case Study


3. Collect Customer Testimonials the Right Way.


How to Collect Testimonials?• Ask the right questions:

• Overcome resistance

• Celebrate a success

• Demonstrate empathy and authority

• Demonstrate avoidance of failure

• Faces and videos work best

• Keep testimonials short

• Don’t use more than 3 on your home page


Before“I love my new recoil pad!”

After“For years, I suffered from shoulder pain because my shotgun is a real

bruiser. But then I found ACME recoil pad and WOW has my shooting

experience improved. My score went from the high 80’s to the high 90’s.”


STEP 1

Clarify Your Message

STEP 2

Collect Customer Testimonials the Right Way

STEP 3

Create an Email Automated Sales Funnel

Schedule a call at www.garrisoneverest.com/2020vision

Purchase Marketing Made Simple on Amazon

Next Steps

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