Mastering your Multi-Channel Mix through Authentic Content, Insights into the Future of Consumer Shows and More with Scott Brady, Overland International
Episode Highlights: Learn how Overland International is utilizing a multi-channel approach to marketing - print, podcasting, online, email - to connect with its customers. Why authenticity is so important in your marketing strategy - it makes all the difference and Overland International is doing an amazing job at it! The future of consumer shows, like the Overland Expo. Is there still a place for shows like this today? Overland International’s secret sauce to making newcomers feel welcome - and how this is the key to success for the industry. Description: Scott Brady of Overland International has been a path burner for the overland community for years, and continues to lead the charge when it comes to connecting, engaging with and welcoming new participants to the industry. Overlanding, which has grown into a nearly a trillion dollar industry was once thought of as separate from the outdoor industry, but Brady continues to tie together the two into a broader ecosystem that is beneficial for everyone. In this episode, you’ll hear how he’s mastering a multi-channel mix to continue to connect with his established audience on channels he owns, while also welcoming and engaging new enthusiasts. He also highlights the importance of continuing to diversify the fans and followers of the sport for long-term industry success. We also touch on predictions for the future of consumer shows like Overland Expo and the challenges we’ll face in years to come because of the pandemic and shutdowns. Overlanding may be a lesser known branch of the outdoor industry, but it’s one I’ve been excited to keep an eye on for the past few years and even more so while studying how the consumers have changed and shifted their behaviors and preferences because of COVID-19. Scott is an adventure driver and consultant who has worked on various specialty-vehicle projects for auto manufacturers, aftermarket companies, and television producers such as Top Gear. He is a passionate photographer and writer with international credits, the only American to have won the esteemed Outback Challenge, Morocco, and a Tread Lightly Master Trainer. Business ventures during the past decade include the Overland Society, Expeditions West, Expedition Portal, and Overland Journal. He has traveled through over 60 countries and across every continent. His most current project, Expeditions 7, is a round-the-world overland odyssey in two 78 Series Toyota Land Cruisers. After reaching the end of the road, he enjoys canyoneering, climbing, and mountain biking. Scott lives in Prescott, Arizona.