Episode 4: Cowboy Creative Cory T. Wiese with YETI
The equine industry extends further than most imagine, even impacting the ever-growing market of ice coolers and outdoor gear. This episode discusses how YETI brand gear works with freelancers to create their uniquely branded advertising campaigns. We speak to Ranch and Rodeo Brand Manager Cory Wiese, who grew up in a ranching and rodeo savvy family. The episode is geared toward enlightening those that want to work with big brands as well as giving everyone insight into some of the coolest marketing out there today.
Show Notes:
The equine industry extends further than most imagine, even impacting the ever-growing market of ice coolers and outdoor gear. This episode discusses how YETI brand gear works with freelancers to create their uniquely branded advertising campaigns. We speak to Ranch and Rodeo Brand Manager Cory Wiese, who grew up in a ranching and rodeo savvy family. The episode is geared toward enlightening those that want to work with big brands as well as giving everyone insight into some of the coolest marketing out there today.
Cory’s role at YETI:
“It’s all things Western lifestyle. I am, believe it or not, the only cowboy hat in this building,” Cory says. His title encompasses all things that align YETI with events, brand ambassadors for rodeo events and ranch life. Cory wears many hats: advise media buys, find ranch & rodeo ambassadors, and seek unique stories for YETI to tell.
Path to this dream job:
Growing up, Cory & his brothers rodeoed, even competing in Professional Rodeo Cowboys Association events. At Kansas State University, he was on the rodeo team. Before working for YETI, Cory served as the senior digital strategist for Western Horseman magazine, tying him in to a deep ranching and horsemanship history. YETI approached him as the first to hold this title in the company.
Credentials for his job:
He’s been on the job a year and a half. Cory stresses the importance of a variety of acquaintances and relationships within the industries. All the individuals he met through his time in the rodeo world, people he’s befriended that ranch, and other influential people have helped him shape YETI’s ambassadors for the brand.
What the job entails:
Travel is a huge piece of Cory’s job, he says. While in the office, he works like most professionals, on emails, contracts and event promotion. After hours, he continues to work via phone and email with his contacts. He deems that the “white glove treatment.”
Rodeo is a weekend event, and Cory travels quite a bit. In December 2016, he was on the road 12 days; in January 2017, he was on the road 20+ days. It’s not a typical 9-5 job, he says.
Work/life balance:
Cory friends a positive trade off from his long hours on the road to being able to take time with his family. The YETI mindset is to engage with family. Cory says YETI knows the job doesn’t define you, but what goes on outside of the job does.
YETI’s relationships with freelancers:
Cory says YETI seeks freelancers that know their community inside and out, whether outdoor, BBQ, fishing or rodeo. One way to keep their videos, photography for ads, etc. authentic is to work with freelancers that identify with that fan base.
Best way to freelance for YETI:
YETI accepts ideas, cold pitches and portfolios from freelancers across the country. Then, if it is a good fit, he says they reach out to those content creators. YETI has community managers, like himself, that bring in those photographers and videographers that are telling the story of ranching and rodeo. “It’s not realistic for us to hire these people [full time] for us, so we bring them in,” he says. “It is the easiest model for us.”
Most rewarding part of job:
Cory likes to see the great content coming out of the partnerships. Relationships are the most beneficial part of his position, bringing attention to two industries he enjoys. Attending events, like the Wrangler National Finals Rodeo, is like a reunion for Cory and his friends. “There’s a misconception it is all fun and games, but there is working involved,” he says. “I definitely can’t complain!”
Keeping it authentic:
One challenge Cory faces is ensuring authentic, genuine and hardworking ranching families and rodeo competitors are ambassadors. In other words, YETI doesn’t want to look like a “yahoo.” Cory vets each idea thoroughly before putting it out for potential use in YETI’s branding.
Advice to freelancers:
1. Know your worth
> Sell your skills with confidence
2. Set short and long term goals
> Be flexible if your situation changes
Favorite campaign?
The Wright Boys
Get in touch:
Cory’s email – cwiese@yeti.com
Final advice:
“Don’t undervalue what you bring to the table!”
Check out YETI on social media and watch videos on YouTube. Visit yeti.com.
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About The Freelance Remuda
The Freelance Remuda is a podcast about navigating the equine media frontier. Co-hosted by seasoned freelance professionals Abigail Boatwright and Kate Bradley Byars, the podcast explores the trials and triumphs surrounding life as a freelancer in equine media, while sharing valuable tips from equine media editors and creatives doing what they love. Find and subscribe to the podcast on iTunes and Stitcher.