Marketing Strategy for Outdoor Gear Revolution | Jeremy McLerra from Teton

Jeremy McLerra: I’m fantastic. I really appreciate you taking the time to talk to me today.

Ernesto: It’s a pleasure to have you on today’s episode. Well, I’m sure our listeners are tuning in, Jeremy, wondering what Teton is all about. So let’s kick it off with that. In your own words, tell us a little bit more.

Jeremy: Well, Teton is a Utah-based outdoor gear company. We were started in 2005 by a man who honestly remembered horrible camping experiences as a kid and wanted to make camping and outdoor experiences more comfortable. He wanted to make dependable gear that was easy to set up, easy on the wallet, and backed by a lifetime warranty. So he built a company that creates sleeping bags, packs, tents, blankets, pillows—everything oversized and inclusive. You know, it’s not constricting mummy bags; it’s oversized sleeping bags and tents. A two-person tent that actually fits two people instead of one and a half. We’re really trying to build inclusive, larger, more comfortable gear that’s easy to set up and affordable to make it easier for people to get outside more often. That’s been a big barrier for many people—not having the right gear. So we want to provide the right gear to make it so people want to get outdoors more often.

Ernesto: Definitely important, right? And like you mentioned, get all that gear—whether it’s day packs under 30 liters or more than 65 liters—that perfect fit for somebody. So then, don’t want to assume here, but is there a certain vertical or segment? Is there an ideal ICP there for Teton?

Jeremy: I’d say our perfect customer is kind of in the middle of the life cycle. Maybe they have young kids and want to take them out camping. They might have done some camping as kids themselves and want to create those similar experiences. Or it could be a young couple wanting some adventures or even van lifers looking for comfort. Toward the end of the spectrum, empty nesters who still want to hike or camp but don’t want to spend a lot of money on gear they’ll use occasionally. Most of these individuals don’t have the budget for top-of-the-line gear but also don’t want the cheapest stuff. Teton fits right in the middle—affordable price points, lifetime warranty, and comfortable, easy-to-use gear that makes it accessible for everyone to enjoy outdoor adventures.

Ernesto: Definitely important. So then, how would somebody usually find out about Teton? Is there a top client acquisition channel for you guys?

Jeremy: That’s a good question. We use a full-funnel advertising approach. The business started on Amazon, where we’ve grown a lot. We also have a DTC site at tetongear.com that drives traffic. We advertise on Google and Facebook and use AI to optimize those ads. We advertise on Amazon, too, and we’re in retail stores like Sportsman’s Warehouse, Bass Pro, Cabela’s, and Dunham’s. Last week, we attended the outdoor retail show in Utah and met new retailers. We aim to make it easy for customers to find us, whether online or in-person shopping. We’ve also launched a PR agency for media outreach and have a strong social presence. It’s all about balancing and diversifying our efforts for maximum reach.

Ernesto: I agree, right? The goal is to use as many channels as possible. You mentioned the website, so our listeners who are tuned in could visit tetongear.com. What role does the website play for you?

Jeremy: The website represents a small percentage of our business, but it’s like a showroom. Retail partners look to our website for assets like images, videos, descriptions, and keywords. It’s also where people who see our ads or social posts can learn more. They might want to check specs, watch how-to videos, or get more details before buying—whether it’s through Amazon or a retail partner. It’s our single source of truth. Everything they might need, from retail partners to consumers, is on our website. It’s a core piece of our full-funnel strategy.

Ernesto: Definitely important. So, Jeremy, are there any tools, tips, or methods you’d recommend for website lead generation?

Jeremy: Absolutely. I take a product-focused marketing approach. Highlight three primary differentiators of a product, then add a strong call to action. For those needing more information, include secondary content like specs or how-to videos, followed by another call to action. If they still need convincing, include tertiary information at the bottom. Images and videos matter—a lot. Short, engaging videos (15-30 seconds, no more than 2 minutes) help retain attention. Use ambassadors or creators for authentic content, which reduces your internal lift. Lastly, analytics are crucial. Use heatmaps and other tools to understand user behavior and optimize accordingly. It’s all about making adjustments in real time to improve performance.

Ernesto: Great insights. Thank you for sharing that with us, Jeremy. Let’s switch gears a bit and talk about you as a leader. As VP of Marketing at Teton, what are some key tasks you focus on daily?

Jeremy: We use the Entrepreneur Operating System (EOS), which helps prioritize three key goals each quarter. For example, I have three items, and my team members each have three items. These goals align with the company’s strategy and ensure everyone works toward the same objectives. I also focus on ensuring we have the right people in the right roles. If someone isn’t a great fit for their current position but has potential elsewhere, we make adjustments. It’s about tapping into everyone’s passion and talent to create magic. Collaboration, strategic oversight, and alignment are my main responsibilities.

Ernesto: Love that strategy. In your downtime, is there a channel or resource you use to stay updated on marketing trends?

Jeremy: First, I lean on my peers, like our VP of Sales, CEO, and board members. Their experience and insights are invaluable. Second, partnerships with complementary businesses are incredibly rewarding. Learning from their strategies and collaborating has been immensely helpful. Lastly, personal experience matters. If you can use your product or service yourself, do it. Encourage your team to do the same. Firsthand experience is powerful and makes marketing more authentic.

Ernesto: Great advice. Let’s jump into our rapid-fire questions. Are you ready?

Jeremy: Ready.

Ernesto: First, what’s the last book you read?

Jeremy: The Teton 2025 Spring Catalog—our outdoor retailer show’s catalog. It’s a page-turner!

Ernesto: Good one! If there were no boundaries in technology, what’s one thing you’d want to fix as a marketer?

Jeremy: I’d love to tell AI my ideal customer profile and have it find their contact info, preferred method of communication, and send them a tailored offer. Then follow up post-purchase for reviews and referrals. That’d be amazing.

Ernesto: Definitely a marketer’s dream. Lastly, what’s one piece of advice you’d give your younger self starting in marketing?

Jeremy: Don’t fear AI—it’s not going anywhere. Use it to handle mundane tasks and speed up your work. Learn to communicate effectively with AI and polish its output. If you harness it now, you’ll stay ahead.

Ernesto: Excellent advice. We’re at the end of our show, Jeremy, but before we wrap up, what’s one thing people should remember about Teton?

Jeremy: Teton is about comfort, dependability, and making outdoor experiences easier and more enjoyable for everyone. And don’t forget—we back it all with a lifetime warranty.

Ernesto: Perfect. Thank you, Jeremy, for being on today. And to our listeners, check out Teton at tetongear.com. Looking forward to our next episode at Pathmonk Presents. Thanks a lot, Jeremy.

Jeremy: Thank you!