Key Insights from Luke Thorkildsen, COO at Weatherby:
Backcountry Marketing Podcast
Go behind-the-scenes with outdoor industry experts as they break down what it takes to produce creative work -that works
Don't have time to listen to the episode? Check out some of the takeaways.
On Revitalizing a Legacy Brand:
“Our average customer age was 65 to dead. That’s not a healthy spot. We had to make Weatherby more relevant to a younger group.”
The Power of Storytelling:
“At the core, people still want to belong to a story they can associate with. A good story is timeless—it creates an emotional connection that transcends the product.”
Embracing Authenticity:
“We’re a family-owned business with Adam Weatherby, third-generation owner-operator, at the helm. It’s not just a product for us; it’s a passion. That shines through in our storytelling.”
On Leveraging Content for Growth:
“We produce more content than anyone in our space, from podcasts to YouTube films. It’s a peek behind the curtain—our story, told by us.”
Lessons from Content Creation:
“Timing is everything. A film about elk hunting launched in September will perform exponentially better than the same film released in February.”
Weatherby’s Approach to Media:
“We’ve built an in-house team—a tight family—that understands the brand intimately. If you can’t win in your own backyard, you can’t win anywhere.”
Why Storytelling Works for Business:
“It solves for authenticity. In a sea of options, a story gives people a reason to connect. If everything else is even somewhat close to equal, we win through emotional connection.”
Looking Ahead:
“The outdoor industry will continue to grow, but brands must figure out how to monetize social media and tell their stories effectively.”