Backbone Media

"From the start, we leaned into that “work hard, play hard” ethos — you’re jamming at your job, skiing on the weekends, hitting the trails after work. That wasn’t a marketing line; it was how we lived. And when your team lives the lifestyle your clients are selling, it gives you an edge." - Greg Williams, President at Backbone We're proud to be mountain-based and nationally-capable. Read the full article by Bryan Welker in The Aspen Times: https://lnkd.in/gKqGbhCW

At Backbone, we’re often asked what makes an active lifestyle brand stick. Why do some brands scale while others stall? We’ve spent the last 27 years navigating that very question—and now, we’ve codified what we’ve learned into a strategic framework that powers the world’s leading active lifestyle brands. We call it BCP: Brand, Community, Performance. The classic three-legged stool analogy provides the foundation for understanding BCP. Each component is essential to short- and long-term success. 🤝 Community efforts build credibility and foundational authenticity by going deep. 🚀 Brand efforts help brands reach new consumers by going broad. 📈 Performance efforts connect all other legs of the stool to commerce outcomes. It’s tempting to think of these pillars as analogous to a phase in the marketing funnel (awareness, consideration, conversion), but BCP lives alongside the customer journey and generates longevity, builds brand, and keeps an eye on the bottom line. At the end of the day, a story is just a story without the credibility built from cultural validation in passion-based communities. And scale is stagnant without connecting the dots to commerce outcomes. Learn more about BCP: https://lnkd.in/g-JEXRee If you want to see what Backbone can do for your brand, send us a DM or drop us a line at Info@Backbone.Media. We offer services in Paid Media, PR, Social Media, Influencer Marketing, Strategy, Affiliate Marketing, Search Marketing, Data & Analytics, and Creative & Content.

On Tuesday's we open the container! This week Doug is joined by Backbone Media's Greg Williams to reflect on being a dirtbag and living at the intersection of business and the outdoors. Listen to (and follow) Open Container on your favorite podcast app!

Passion drives the best brands in the outdoor industry—but passion alone isn’t a strategy. In the latest podcast episode of Open Container hosted by Doug Schnitzspahn, Backbone Media’s Greg Williams unpacks how we’ve helped the brands we believe in grow from core to cultural relevance. 🎧 Listen here: https://lnkd.in/gj7V_KGh

Stoked to see our client Big Agnes Inc named the "Best Sleeping Bag Overall" (and nicknamed the "quilted quiver killer") in Men's Journal's "Best Sleeping Bags for 2025" list. Check out the full roundup by Eugene Buchanan: https://lnkd.in/gvWcidVq

Our Prime Day 2025 analysis is out—TLDR; there was a sluggish start but a strong finish. Our brand sample saw just +2% growth in orders through the first two days, compared to the full two-day event in 2024. But the extended four-day window turned the tide. When comparing Prime Day 2025’s four days vs. 2024’s two-day event, orders jumped +81%. Even when adjusting for the increased length by including 2024’s early Prime Day deals during the two days leading into the event, brands still saw a +33% growth this year. We saw a few interesting behavioral shifts: 🕚 Shoppers appeared to pace their purchases, likely waiting for better deals to emerge over the four days. 📦 Day 1 spikes in average units ordered (as seen in 2024) were less pronounced in 2025. 💪 Yet momentum held steady throughout all four days—driving overall growth. Does this line up with what you experienced for Prime Day? Drop your thoughts in the comments 👇

Our partner agency, rygr, just hard launched its new president—we can't wait to see what you do, Melissa Hlidek!

Our Data & Analytics team took a look at how our e-commerce clients performed during the full 4th of July week—and the results show a steady yet revealing story. ➡️ Revenue and transactions held steady year-over-year. ➡️ Sessions jumped nearly 20%. ➡️ New users increased by almost 15%. Engagement is up. And while the topline metrics stayed flat, what’s happening under the surface is telling: 🤑 Lower-priced items outperformed higher-priced products across the board. 🥤 The Food & Beverage vertical saw the widest swings in performance. 🔎 Page view growth across the board suggests the interest is there, but consumers seem to be waiting to pull the trigger. Is a possible delay in purchase a signal that customers are waiting for discounts on Amazon Prime day(s) the following week? Let us know what you think 👇 (and stay tuned for our Prime Day analysis).

As of July 10, Instagram content from public professional accounts—posts, Reels, carousels, even bios—is now indexed by Google. That means your social content can now surface directly in search results. Not just on-platform. On the open web. This shift isn’t just a feature update—it’s a signal. The lines between social, SEO, and content strategy are blurring. And for brands that rely on visibility to drive relevance and conversion, this is a clear opportunity: build discoverability through connected, multi-channel collaboration. TLDR; 🔎 Watch for July 10, 2025 roll‑out for professional account indexing. 💻 Review your account settings, make sure opt‑out behavior is intentional. ✍️ Optimize content: use keywords, alt text, geo, and purposeful captions. 📈 Add Instagram visibility to SEO KPIs: traffic, impressions, discovery. 🤝 Plan for life‑long indexing—ensure content accuracy and brand alignment. Download our Roadmap to get started: https://lnkd.in/gbqZQVVE Leah Shaffran

Happy 20th anniversary, Greg Williams! We appreciate all that you do and can't wait for the next 20 years.