What do the iPhone and Winnebago have in common? The customer shows up demanding the brand.

In this episode, Kyler and John sit down with Andrew Heddle, the Director of Digital Marketing Transformation at Winnebago Industries, to unpack his career at Best Buy, how they transformed by diving into the mobile business, and what he has learned from their strategic risks and successes and applied to Winnebago.

Discover how understanding societal shifts, leveraging supply chain management, and aligning digital communication with customer needs can drive success in today’s fast-paced market. Andrew also shares insights into the RV industry, evolving digital marketing trends, and offers practical advice for companies navigating complex distribution channels.

Key Takeaways:

1. Take Bold Strategic Steps: Assess your market position and consider daring moves that could unlock new revenue streams. Partner with industry leaders to gain expertise.

2. Strengthen Supply Chain Relationships: Build strong supply chain connections and explore partnerships or joint ventures to fill any capability gaps.

3. Stay Flexible in Digital Transformation: Keep an eye on digital trends and be ready to adjust your strategies as needed. Use resources wisely to stay ahead and remain competitive despite digital disruptions.

Timestamps:

00:00 Meet Andy

05:15 The continuous evolution of digital marketing

12:25 Best Buy’s strategic move into the mobile phone market

23:23 Advice for dealers in the RV market

31:38 How brand and digital transformation are interconnected

37:40 Winnebago's history of pioneering categories

41:37 Investing in winners, adapting to emerging trends

50:24 RVs evolve to meet expanding interests

What does it take to revolutionize truck storage accessories and master both B2B and B2C?

Join hosts John Gough and Kyler Mason as they welcome Wanda Rozwadowska, VP of Partners at DECKED, for a conversation about the ambitious strategies powering DECKED’s growth. In this episode, we explore how Wanda's extensive experience at organizations like Nike and Black Crows informs her approach to navigating the complexities of retail strategy, product independence, and consumer engagement. You’ll also learn how she’s manages cross-functional teams, implements calculated retail rollouts, and crafts seamless omnichannel shopping experiences for DECKED customers.

Hear practical advice on thriving with complex distribution channels and leveraging both B2B and B2C strategies for sustainable growth.

Key Takeaways:

1. Align Marketing Strategies with Key Consumer Moments: Consumers don’t think in channels. You have to make their experiences transition seamlessly from one channel to another — from OEM to dealer, and back. Consider planning marketing campaigns around significant events and seasonal activities relevant to them, such as product launches or peak periods like overlanding or camping seasons.

2. Adopt a Deliberate and Calculated Product Roll-Out: Taking a page from Nike’s playbook, slow down your product roll-out to ensure you have a well-defined blueprint and the right partners. Focus on a priority consumer profiles in the initial phase.

3. Balancing B2B and B2C Strategies: Develop distinct yet complementary strategies for your B2B and B2C segments. Emphasize creating a cohesive brand identity while addressing the unique needs of each audience. Spend more time understanding the dealer environment your customers interact with.

Timestamps:

00:00 Meet Wanda

03:23 DECKED and small to medium-sized fleets

09:27 Selective retail partnerships

17:02 Wanda’s career at DECKED

20:48 Nike's impact on skateboarding over the years

25:25 B2B partners and retail strategy

33:17 Having proud partners

42:00 One leader for sales, marketing, and e-commerce

45:58 Partner expansion to international markets

What happens when you combine AI, big data, and a deep understanding of dealer dynamics?

On this episode, John Gough and Kyler Mason sit down with Steven Hileman, Head of Strategy and Business Development at Roadpass Digital, who takes us behind the scenes of how they’re transforming their customers’ experience while tackling the complexities of multi-channel distribution in the auto and RV industries.

You’ll learn the secrets behind Roadpass' innovative approach to blending sales and marketing, leveraging AI lead generation, and nurturing partnerships with large dealer groups. Whether you're looking to enhance your dealer relationships or simply curious about how data can reshape consumer experiences, this conversation is packed with practical advice about how to maneuver the B2B2C distribution channel.

Tune in and discover why understanding the deep nuance in the dealer channel is crucial for winning in today's market.

Key Takeaways:

1. Metrics Unlock Deeper Customer Understanding: Make sure you are tapping into data and analytics to gain a nuanced understanding of your customers' behaviors and preferences.

2. Simplifing and Bundle Offerings for Dealers: Simplify your product offerings to make them more appealing to your distribution partners.

3. Invest in Long-term Partnerships with Key Accounts: Focus on building long-term partnerships with strategically important dealer groups.

Timestamps:

00:00 Meet Steven

04:24 Transition to a marketing role during the recession

09:36 Delivery challenges and improvisations

17:00 Airstream changed sales approach

25:52 All About Roadpass

39:41 RV rental started

45:59 Roadtrippers and expansions

52:36 Specialized AI development

How do you disrupt the commercial vehicle industry but maintain staying power in an environment where new OEMs regularly come and go?

In this episode, Kyler and John are joined by Mark Circo, the Head of Customer Experience at REE Automotive, whose career in the trucking industry spans over 20 years. As the conversation unfolds, Mark dives into the intricacies of building trust with dealers and end-users, drawing from his military and federal government sales experience.

Listen to learn the art of cross-training dealerships and the impact of electrified vehicles on different dealers, geographies, and even other OEMs.

Key Takeaways:

1. Leverage Demonstration Techniques to Showcase Product Strengths: Create immersive, real-world demonstrations that highlight your product's unique features.

2. Adopt a Flexible and Personalized Training Approach: Implement cross-departmental training programs for your dealers, tailored to their specific product lines.

3. Cultivate Win-Win Relationships with Incentives: Foster mutually beneficial relationships with your dealers by providing incentives that align with their success, as well as your brand’s.

Timestamps:

00:00 Intro

05:40 Mack and Volvo as symbols of excellence

15:34 New employee issues

21:02 Innovative transportation technology

29:45 Product performance and features

35:09 Engaging with customers, building trust, maintaining communication

47:32 Embrace change, learn, and push limits forward

48:24 Take risks, bet on yourself, and choose wisely

From dealing with complex distribution channels to trying to control a distant customer experience, leaders in mobility manufacturing deal with complexity every day. But then, there are the leaders who are, simply, winning.

This is Why You Win, the show hosted by Element Three’s Kyler Mason and John Gough that asks the foremost leaders in the industry to share where they are placing bets and making hard choices that put their businesses in a better position to win.

Connect with Kyler: https://www.linkedin.com/in/kyler-mason/
Connect with John: https://www.linkedin.com/in/jhgough/