{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Why You Win","title":"Carey Walley of Airstream","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/733e1ea8\"></iframe>","width":"100%","height":180,"duration":2420,"description":"Building demand is one challenge. Building demand for a product that customers may not purchase for years is another.\nIn this episode, Kyler and John sit down with Carey Walley, Director of Marketing at Airstream, to explore how one of America's most iconic brands balances serving today's buyers while preparing for future audiences. From managing product launches and dealer relationships to building long-term brand affinity, Carey shares how Airstream approaches marketing in a category where the customer journey often begins long before the purchase decision.\nCarey discusses the role of Airstream's Core and Explore marketing teams, how partnerships with brands like Frank Lloyd Wright and Pottery Barn help expand awareness, and why dealer relationships remain critical despite the strength of the consumer brand. She also shares lessons from launching a new website, managing a small marketing team behind a globally recognized brand, and creating demand in a market where used inventory is often one of the strongest competitors.\n\nFor OEM leaders navigating the complexities of a B2B2X model—where your success depends on empowering dealers to own the customer experience—this episode offers a blueprint for building demand, supporting channel partners, and protecting brand value.\n\nKey Takeaways:Build Future Demand Before Customers Enter The Market: Invest in audiences years before they are ready to purchase to create a stronger pipeline laterTurn Customer Behavior Into Product Innovation: Monitor how owners modify and use products to guide future development decisionsCreate Consistency Across Every Customer Touchpoint: Standardized information, training, and digital experiences improve dealer effectiveness and customer confidence\nTimestamps:(00:00) Meet Carey Walley(03:02) Inside Airstream's Core and Explore marketing strategy(07:06) Marketing to customers with a years-long buying journey(08:02) Balancing product innovation with an iconic brand(11:17) Competing against...","thumbnail_url":"https://img.transistorcdn.com/9VBqkUppjqhYPsDQfYliEvQK0lwrc-N9EiJPYADyXy4/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS83MThk/ZDEzOGRjM2I4YmE0/Y2IwYjAwOGRkYjlh/YzU4Mi5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}