EP 135 – Paolo Mottola, the divisional VP of brand marketing at REI co-op, joins Sarah to give a behind-the-scenes look at REI’s newest Summer #OptOutside campaign + why they lean into storytelling and advice for brands navigating the current tough economy. REI is an outdoor retailer and the largest consumer co-op in the U S with 23 million members. Paolo leads marketing strategy, campaigns, partnerships, and brand marketing channels, including advertising, social media and content marketing. He created and leads REI co-op studios, which develops and produces films, podcasts, and editorial programs to inspire audiences with transformative outdoor storytelling.
QUESTIONS ANSWERED DURING PODCAST EPISODE
- How did REI's opt outside campaign challenge the traditional Black Friday retail model, and what impact did it have on their employees and customers?
- In what ways has REI leveraged storytelling and rich marketing experiences to connect with their audience and create a movement with the opt outside campaign?
- What initiatives is REI implementing for their opt outside campaign during the summer, and how do these differ from their Black Friday activities?
- How does REI provide free classes, workshops, and day tours as part of their opt outside campaign, and who are these offerings geared towards?
- Describe how REI's brand transcends being a mere retailer of outdoor gear and becomes a conduit to an outdoor lifestyle through their marketing and storytelling.
- What has been the unexpected impact and evolution of the opt outside campaign for REI, and how has it become a symbol of a lifestyle and choice to get outdoors?
- How does REI's content marketing and storytelling approach contribute to their brand building and create durable assets that resonate with their audience over time?
- In what ways can content marketing serve as a vehicle for differentiation and deeper connection with customers, as explained by the divisional VP of brand marketing at REI?
- What is the significance of content marketing as a durable asset, and how has it proven to drive demand and brand choice for REI?
- How can other marketers navigate challenging economic times by employing content marketing strategies that resonate with their audience, as discussed by the guest speaker on the podcast?
TIMESTAMP HIGHLIGHTS FROM PODCAST EPISODE
- 03:34 Opt Outside campaign revolutionized retail sector.
- 08:11 Promoting outdoor lifestyle and connecting with nature.
- 10:29 Creating opportunities for customers to camp freely.
- 16:43 Storytelling drives brand impact, loyalty, and differentiation.
- 18:39 Engage customers with storytelling for long-term loyalty.
CONNECT WITH PAOLO MATTOLA & FIND REI #OPTOUTSIDE EVENTS
- LinkedIn: https://www.linkedin.com/in/paolomottolajr/
- REIWebsite: https://www.rei.com/
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ABOUT MARKETING WITH EMPATHY PODCAST HOST, SARAH PANUS
Marketers don’t have enough time to do content marketing well. Sarah Panus helps you check storytelling projects off your marketing to-do list using 20 years of frameworks and methods, so you get your time back while confidently engaging new + existing customers.
It shouldn’t feel like you’re falling behind because you can’t get your content work done. Sarah understands how hard it is to juggle your demands. Clients: Sleep Number, Starbucks, LegalZoom, Katie Couric Media, Thrive Global, Nestle Waters, Lindt Chocolate, American Heart Association, Alta Tech, King Technology, Christos Bridal, LegalZoom, etc.
She’s a brand storytelling consultant, podcast host of Marketing With Empathy® (top 5% of all marketing podcasts), Certified StoryBrand Guide, and owner of Kindred Speak® consulting. Sarah works with clients by either doing the work for them through her freelance consulting services; OR, coaching them to think like Editorial Content Directors in one of her online courses. Visit www.kindredspeak.com to learn more.
