Client Spotlight: Billy Garner, Senior Marketing Manager at Incase

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Tips and Tricks from Gear Patrol’s Coordinating Producer

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a large walnut table surrounded by black office chairs, with a whiteboard in the background

2021 Insights from Gear Patrol’s Director of Business Development

What do you do at Gear Patrol?

As the Director of Business Development, I oversee new business efforts across Gear Patrol’s commercial department. My primary focus is our advertising business, where I specialize in our new & emerging brand categories and manage our direct response efforts. As a destination for product discovery, Gear Patrol continues to grow in these areas, as we bring new partners into the fold and introduce their products to our audience.

Did you notice any trends in 2020 that you think will continue into 2021?

Maybe it was the constant distraction of the world around us, but whether it was Substacks, Twitter threads or podcasts, easy-to-consume content ruled 2020. Podcast consumption and newsletter subscriptions spiked during lockdown and provided consumers a steady flow of content in bite-size increments, and gave brands the ability to connect directly with them in a more intimate way. Both podcasts and newsletters don’t show any signs of slowing down as we move through 2021, and I’m excited to see how content creators differentiate themselves in an increasing competitive space and how advertisers immerse themselves in this medium.

What about any trends that will be different from last year?

Last year we saw shorter planning schedules, as brands were forced to be more reactionary to ensure their messaging timed up with the moment. The agility a publisher could provide became more important than ever. While I do see condensed timelines and the need for flexibility continuing this year, I expect to see brands more balanced in their approach, blending their planning to account for both reactionary moments and proactive initiatives.

If you could use one word to describe your mindset for this new year, what would it be?


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Behind Our Latest Issue: The GP100

An Exclusive Look at How We Pulled Off Our Latest Issue: The GP100

In a year like no other, product designers could have easily deferred, pushing new releases to 2021. They didn’t. Product innovation and refinement are alive and well, though they may have looked a little different this year. From hand sanitizer to face masks, many of the year’s best new products arrived refreshingly free of hype, solving problems without great fanfare. Then again, after years of waiting, we also received new flagship gaming systems, Rolexes, Land Rover Defenders and the fastest shoe to ever run a marathon.

Gear Patrol’s Issue 15, the GP100, is our annual list of the 100 best new releases of the year — capturing all the products that matter most in 2020. To produce it in the age of COVID was no easy feat. So we sat down with Joe Tornatzky, our Creative Director, for an inside scoop of how the cover photo was produced.

Hey Joe, so talk us through the issue. What inspired the cover?

For the past couple of years, we’ve been ramping up to having a physical “100” built out of raw materials to be better aligned with the idea that most of the products we cover are actual real things. Using raw materials adds permanence to the cover that establishes the issue as a timeless piece of journalism.

With a concept in mind, where did you start?

What came about this year is Sherry Wang (Senior Designer at Gear Patrol) and I started off exploring materials stories for the issue. We wanted to find a material that we could shoot across all categories from cars to watches. Also, we felt very strongly about creating unique pedestals and stands for each product in order to showcase each item in the best light.

One of the first products we focus on is the car because the location and set logistics are the most difficult for that product. This year we had a contact reach out about a modern home in Long Island that was recently built. The exterior was built with this beautiful black wood and metal, something that we could recreate in the studio with the smaller products. So we took that same texture of the house and built our set around that.

We worked with our set designer to craft these pedestals — similar to the feeling of elevating winners on a podium setting at the Olympics. We wanted to capture the notion that all these products were legendary.

The “100” itself was actually crafted and built by our set designer, who used our brand font to create these blocks. He sourced raw materials, crafted it, painted it — and then we brought them to the set and shot the whole cover.

And the result?

The result is a beautifully produced cover photo that really captures what the GP100 is — the round-up of the best products of the year. It drew from inspirations of physical tangible objects, celebrated the products that deserved a spotlight. The issue and the cover is really an accomplishment that speaks to the type of Product Journalism and the creativity that our team has.

Interested in the GP100? Check it out here on the Gear Patrol Store.

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Client Spotlight: Doug Thielen, Director of Marketing at Filson

Filson's Latest Collaboration, Connecting with Consumers in the age of COVID and Why Gear Patrol

We recently had the chance to connect with Doug Thielen, Director of Marketing at Filson, who is responsible for leading Filson's entire integrated brand and marketing strategy. Doug works across paid media, ecommerce, experiences, social media, content, catalog, digital, public relations, performance marketing and much more to really bring the Filson story to life. Over the past few years, Gear Patrol Studios has had the pleasure to work with Doug and the Filson team on some of our favorite partnerships. We sat down to talk about his favorite marketing campaign, his thoughts on how the Outdoors industry is shaping with the onset of COVID, and his favorite gear.

Hey Doug! So tell us what it’s like to work at Filson. As a legendary brand, Filson seems like a super exciting place to be at — what’s the most rewarding part about working there?

There’s a lot of great things about working at Filson! For me as someone who grew up in the Pacific Northwest, Filson is a brand that’s been a part of my life for as long as I can think of — from my granddad and dad having bags. For me to come on board was a dream job and it continues to be that.

Filson started off by outfitting the world’s toughest people in the most uncompromising situations, which was the Klondike Gold Rush. Now, we continue to outfit people who are finding themselves recreating or working in those uncompromising situations — which we really take to our core. From the folks who design the products to those wearing and using them, it’s about finding those ways to connect those people to unfailing goods and the unknown through product stories and experiences. Filson is really more than 120 years old, but at the same time, we're focused on meeting the needs of our customers. That’s one of the best parts of Filson. And the gear is phenomenal!

Filson‘s Brand Story

What’s been one of your favorite campaigns that you’ve worked on so far? How do you think about making it feel innovative and modern, especially with such a strong heritage brand?

I’ve been fortunate enough to work on a number of campaigns but one that we launched recently is absolutely one of my favorites, which is the partnership with Filson, Bronco, and the National Forest Foundation. It’s killer for a lot of different reasons.

First, my first car was a 1984 Bronco II (so the 16-year-old me is high-fiving current me for having a chance to work on a project like this!). But it’s been really incredible to work through this for over a year with the different partners. We knew there was interest from Filson fans and people who were into Bronco, and finding a way to create this campaign authentically and intentionally was really interesting.

It came back to finding a shared connection through the US Forest Service. So in the 1940s, Filson’s Cruiser became part of the Class A US forest service uniform, and then in the 60s and when the Bronco rolled out, that became the vehicle of choice. So when we sat down, we wanted to use our shared history as our base, but we also wanted to take a shared action.

Filson has worked with the National Forest Foundation for years now, where we are able to be a part of their 50 Million for Our Forests initiative. And Bronco with their Wild Fund will be able to help plant a million trees in 2021. Filson will be restoring, in partnership with them, three fire lookout towers. And then we just launched a product collab with limited-edition gear of Filson x Bronco T-shirts, water bottles and our iconic Small Rugged Twill Duffle we launched that as well. All three products’ proceeds will be going to the National Forest Foundation.

So this campaign for me means a lot. It wasn’t just a campaign where we just put a sticker on a car and off it rolls. It was a partnership through and through — there are multiple layers of action, partnership, product and doing good. In partnership, we're taking responsibility to protect the places that our employees and customers live, work and recreate — which is something that I think ties back to that outdoor industry core growth and change that we’ve seen in the last few years.

 The partnership with Filson, Bronco and the National Forest Foundation

What are your thoughts on how our new normal is shaping Outdoor bi-annual events? For example, is Outdoor Retailer going to be possible? How has COVID affected the way you’re strategizing or messaging, especially with events?

In hope, I don’t see physical events ever going away. We are definitely taking a pause from a health and safety perspective, which is the right thing to do. I do believe that at some point that the experience to have human connection in the same place —to talk product, initiative and how to make an impact in people’s lives — will always have a physical space.

The brands that are surviving and thriving are those that have the ability to be nimble, to be dynamic and pivot change to bring experiences and their brand to life. For us at Filson, we’re a relatively small brand and we have that muscle built into our DNA. In some ways, we are fortunate to operate in that manner to begin with. We’re a heavy experience brand — in 2019 we hosted over 300 high touch events. So when things started dramatically changing in March and April, we had to quickly go “that is not happening in 2020 or the foreseeable future”. So how do we bring that Filson experience, entertain people, give them something to enjoy and a way to connect?

Our Experience team came to the table saying “let's take this virtual” — we took experiences that we would have done in-person to Instagram. Instagram Live became super successful for us — we connect with our customers and reach new people, while really bringing that Filson lens of the outdoors to folks.

Why’d you choose to work with Gear Patrol? How do you approach working with media publications?

I’ve been a fan of Gear Patrol for a number of years. Issue 2 was the first one that I saw that stood out for filling this niche in terms of being one part outdoor magazine, one part gear, one part fashion, one part entertainment. It’s all things that I like in one spot.

It has opinions, it informs and there’s an aspiration to it. It speaks to a really unique consumer. A lot of times marketers and brands want to put their customers in boxes — "oh this is our outdoors enthusiast, this is our watch enthusiast, bike enthusiast" — and sometimes that can be the same person. I think what you guys have done really well is understand that and create content for that person.

From a Filson perspective, we love working with you guys for all those reasons. People who read your magazine and your online publication are dynamic, interesting, and multi-layered — and so is the Filson customer. So for us, we find it to be an interesting way to bridge that gap between Urban and the Outdoors.

From a digital perspective, it’s been exciting to see how you have pivoted and continue to engage with people. The ability to create meaningful content that both educates and entertains is super valuable.

Do you have any gear that you can’t live or leave without?

There’s a number of pieces. For one, I have the Filson 24-Hour Tin Cloth Briefcase — it is my favorite bag mainly because it’s technically a briefcase but I use it for so much more. The size is perfect — I’ll take it for a quick weekend trip where out comes the computer and in goes a light change of clothes to head out. I’ve had it for years even before I worked at Filson, and I feel like I carry that more than anything.

A couple of other pieces include my Smith Lowdown 2 sunglasses. I’ve got multiple pairs, and those go with me everywhere — plus a coffee cup and Hydroflask.

And then right now, we just launched our new Filson Field Flannel. It’s my go to-shirt. In a time where we are WFH, and with the ability to be casual and comfortable, the field flannel just nails it. It’s just the right weight to wear around the house but it also serves as a light jacket when I head out. You can’t go wrong with the Mackinaw Wool Cruiser — I’ve had multiple ones. It was patented in 1914 and continue to win awards in 2020. It’s the original performance material, and you can’t go wrong!

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Employee Spotlight: Meg Lappe, Creative Project Manager

How our Creative Project Manager, Meg Lappe, Creates Content in the Midst of COVID-19

Behind our site, magazine, videos, social, branded content and much more is our Creative team. They're the geniuses behind the hyper creativity that happens across our digital and print. So we sat down with our Creative Project Manager, Meg Lappe, to talk about how we produce content in the age of our new normal.

Hey Meg! So tell us about yourself. What do you do at Gear Patrol?

I’m currently the Creative Project Manager, where I oversee all the projects that the creative team touches — whether that’s video, photo, or design. I focus on building and optimizing workflows, and making sure that our team delivers great content while sticking to deadlines. Before that, I worked on our overall brand strategy and aimed to connect social, video, and editorial content. And prior to that, I was on the editorial team, as a Staff Writer on the Outdoors and Fitness desk. Gear Patrol has provided me with the opportunity to have a unique role roadmap where I'm constantly learning, which has led me to my current position.

How do you juggle staying on top of so many moving projects? How do you navigate between Branded Content and Editorial?

A lot of different ways, but writing it all down is crucial. Asana is a miracle worker — I live and breathe by the project management tool, so I can easily see what the team has going on this week and many weeks to come. The creative team also had long-standing weekly team check-ins, which became increasingly necessary when we adjusted to working from home. Instead of in-person, they're all on Google Hangouts. Despite the virtual presence, nothing quite beats face to face time, especially when collaborating with so many different departments all working towards the same goal.

What’s been your favorite project that you’ve worked on so far?

Too many to count! The first thing that comes to mind is our Gear Patrol Magazine. As someone who loves print, seeing Issues 14 and 15 come together remotely was very different, but inspiring. Both creative and editorial created a brand new set of rules to get this beauty from drafted to designed to press. That was a team effort.

On the GPS-side of things, I'd have to say the eBay Video about identifying fake watches and our seven Guide to Life videos in partnership with Lexus. While each one gave me the opp to flex different muscles — casting, propping, working with freelance videographers — it also meant the creative team had to figure out what shooting in a COVID-world looks like. With our new normal, it has been a challenge to project manage so many different moving pieces without being able to check-in with people in person. But, the flip side of that is the team is hyper-aware of the importance of over-communicating, stays on track with Asana task assignments, and has really stepped up to get projects across the finish line no matter what. It's been really rewarding to watch videos produced totally remotely go live, and I'm excited to see what more we can do in the future.

Any fun things you’ve been up to in quarantine?

Yes! I’ve recently rediscovered the West Side Highway in New York City and love walking by the water. With social distancing, it’s easy to get stuck indoors but I make it a point to physically leave my apartment at least once a day. The sunset pairs really well with to-go margaritas or negronis.

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Employee Spotlight: Nghi Ho, Sales Planner

Employee Spotlight: Nghi Ho, Sales Planner, on Gen Z Marketing

A vital member of our Partnerships team, Nghi Ho is a Sales Planner at Gear Patrol. We sat down with her to talk about her experience at Gear Patrol, best practices for Gen Z marketing and even her favorite meme.

Hey Nghi! So tell us a little bit about yourself. What do you do at Gear Patrol?

I’m an Advertising Sales Planner at Gear Patrol and I handle campaign management from pre-sale, through production, and post-sale. Basically, that means I wear a lot of different hats and get to flex a lot of different muscles! I love being able to build relationships with our clients, from putting a proposal in front of them, WOWing them with a story only GP can tell, iterating and working together on a product that aligns with our brand and supports theirs, and putting something of value in front of our audiences.

As the resident Gen-Z member of the team, how do you think your perspective influences your work at Gear Patrol?

Coming to Gear Patrol right after graduating from Boston College, I’ve learned a tremendous amount from my coworkers who’ve shown me the ropes of our industry. As a small-mid sized publisher, the trust and responsibilities that I have are unrivaled. I am able to take ownership of projects and am grateful for a team that continues to support me along the way.

But at the same time, as a young WOC, working at a men’s lifestyle publication, I bring a fresh pair of eyes and a new perspective! I’m heavily in tune with what it’s like to market to a younger audience and what it takes to captivate that audience.

Speaking of marketing trends, what have you seen that especially resonates with Gen Z?

There are a lot of methods for successful marketing and I’ve noticed the following resonates strongly with “kids my age”.

  • Engaging Marketing Campaigns with Real People — Gen-Zers want to see real, relatable people in marketing campaigns. An authentic story-telling approach is so important, which is something our branded content team, GPS, does so well. Paint a story with broad strokes, explore how products impact and inform our lifestyles and focus on how they can improve them.

  • Content That Captivates... And Quickly! — Another important marketing trend is content that immediately gets your attention. So many people are starting to talk about TikTok, but there’s still a lot of opportunities on different platforms — especially Instagram Stories and Facebook that call for engaging and beautiful storytelling.

  • Authentic Social Justice — Be a business we can look up to! Businesses and brands can seem like lofty structures that are so far removed from the people it is serving. Social justice is incredibly important to my generation and we carry this through all that we do. We want to positively change the world through our work, so we want to shop brands that can do the same. Using your platform to take a stance shows care and connection to your consumer base. I’m proud of the work we do at Gear Patrol and our stance with Going Beyond Products and our editorial shift to highlight more marginalized groups — it’s small steps we can do as a company to help push us forward.

  • Mobile-First Marketing — As the most hyper-connected generation, digital, online, and mobile-first marketing will be vital to your strategy! We purchase through apps, on social media and mainly on our phones. The majority of my purchases that I’ve made within the past week have been made through my mobile device. So, if you really want to attract attention from us Gen Z-ers you'll want to create mobile videos, mobile-first eCommerce sites, or other phone-based experiences that cater to them. Grow your social media presence and make sure it is prominent!

As our Gen Z expert, we like to end our weekly RevOps meetings with a fun word of the week. What's your favorite meme?

This is my favorite segment of our weekly Revenue Operations meetings. I introduce a new slang term that my generation use. STONKS is my favorite meme — but honestly, no one gets it. My generation loves taking phrases and adding some new energy to it!

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Partner Spotlight: Charles Ng, Orbitkey's Co-Founder

Partner Spotlight: Charles Ng, Orbitkey Co-Founder on EDC, Design and the GP collaboration

At Gear Patrol, we're constantly focused on products that improve our lives and yours. And one of those products is Orbitkey's Key Organizer. Launched in 2013, the Australian brand's flagship product is a tidy and compact way to carry your keys.

We sat down with Charles Ng, Orbitkey's Co-Founder and Design Director to talk about EDC, Design and the Gear Patrol collaboration.

What inspired you to start Orbitkey? What do you enjoy most about it?

It started in 2013 when Rex, my business partner and I grew frustrated with the distracting key jingles, and the problem of the keys damaging personal belongings. Being natural problem solvers, we decided to tackle the issues with traditional keychains head on.

Fast forward 9 months later, after countless hours of development and numbers of prototypes, decided to launch it on a crowdfunding platform, Kickstarter. By the end of the 30-day campaign, we gratefully had 5,000 people believe in our vision – to help everyone carry keys better.

Having pushed the idea of the Key Organiser for a few years, we start to realise that at the core, we believe that when your life is more organised, it is easier and better – and that has been our north-star ever since. In short, our vision is to help as many people as possible by creating clever organisation solutions.

Being design led, we are always excited about coming up with a unique solution to a problem. It’s hard work but the excitement when we finally land to a solution and seeing it in real life – it’s a feeling that gets us, everytime!

Creating things that impact someone’s lives positively, even in the smallest way possible – and hearing this from that person, first hand through emails, social media or public events like a design market. It’s an amazing thing that inspires us to do even better.

With EDC products being such an important part of our daily routines. What goes into creating a brand and a product that encourages someone to use it every day? How do you think about design and the user experience?

Being a product design-led brand, it is very important to us that we have products that are uniquely Orbitkey.

The fact that a lot of the team are in similar demographics as our main audience also helps a great deal. A good sign of a great product is when most of the team members are excited about it.

We try to create something that adds value and we would use ourselves – Something with a great balance of quality, aesthetic and function. Products that feature a very clean aesthetic with minimal branding, resulting in understated elegance that you can carry everywhere confidently.

We take great care and pride in what we do and we want our customers to feel the same way using our product.

We’re really excited about our collaboration on the limited edition Orbitkey. What inspired the collaboration with Gear Patrol? How has the process been working with our Store team?

So are we, and a lot of our customers – they have gone really well since we launched it last week.

Being a long term reader of Gear Patrol, we knew there was a strong alignment between the two brands and we were really excited to be given the opportunity to work together on this special project in a very collaborative manner.

With the breadth of knowledge in products and culture, the Gear Patrol team led us to explore the use of new materials such as Saffiano leather on our range for the very first time. We haven’t looked back since. It is one of the main reasons why we love collaborations.

Outside of your professional life, any fun projects or hobbies that have been keeping you occupied in our new normal?

We love our food and coffee here in Melbourne. Having been in lock-down for a few months now in Melbourne, Australia – it has been pretty challenging to dine out and enjoy meals at our favourite restaurants.

So how do you get around that? Almost by accident and necessity, I rediscovered my love for cooking and I’ve been experimenting with re-creation of some of my favourite restaurant meals. It’s not perfect but it’s as good as we can get right now! :)

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