• Marketing partner for adventurous brands

    I work with 4WD, RV, outdoor and tourism brands. Most get in touch wanting better advertising results. But advertising is less than 10% of marketing, and it rarely fixes a problem that sits elsewhere. So we start where the real gains usually are: understanding the market, setting the strategy, and getting product, pricing and sales systems right.

    With solid foundations in place, we build content and partnerships and ramp up brand and performance campaigns, with a keen eye on profit.

  • Look at the big picture

    Before deciding anything, I get to know the business and the market around it. That means reviewing what you're doing now and what it's delivering, digging into the numbers, talking to customers, dealers or retailers, and staff, and seeing how you stack up against competitors. We often assume we know what customers think. Research usually turns up a few surprises.

    At Zone RV, the brief was marketing. The research showed the real issue was a bespoke 15-model range creating month-long quote times and warranty problems. No amount of advertising was going to fix that.

    Read the Zone RV case study 

  • Set the strategy

    With the big picture clear, we set a long-term direction and a clear plan for the year ahead. That means deciding which customers to focus on, how you want them to see you compared with competitors, and what success looks like in numbers. The plan and budget then balance building the brand over time with driving sales now.

  • Fix the foundations

    Advertising works harder when the business behind it is ready. That can mean simplifying the product range, aligning campaigns with production capacity, and making sure pricing protects your margins.

    Then there's the net that catches and converts what your marketing creates: website and checkout or quoting, CRM (Customer Relationship Management), follow-up, and dealer, retail and wholesale channels. If it has holes, advertising money slips straight through.

  • Build content and partnerships

    Great content makes people feel something. Done well, it makes them want to get out there with your products. I plan content that fits the strategy and works at every stage of the funnel, and bring together the right creators, photographers and filmmakers to make it.

    Partnerships put your brand in front of the right audience through someone they already trust. With Norweld, we partnered with INEOS Automotive and R.M.Williams on "The Drover" build, a vehicle designed to connect with rural communities.

  • Ramp up campaigns

    With the groundwork done and the strategy in place, it's time to ramp up. Brand building multiplies the effect of performance campaigns across Google, Meta, YouTube, email, social, events and more, bringing in profitable customers now and in the future.

  • Brands I've worked with

    Zone RV, Norweld, Maxtrax, ARB 4x4, Redarc, GME, Safari 4x4, iKamper and Snow Peak.

    See the case studies 

  • “When we brought Mike on to work on specific projects, it quickly became clear he was capable of much more than content creation. He was instrumental in shaping our export market strategy and played a key role in planning and executing the marketing around our INEOS partnership, a campaign that drove record sales for our trays and canopies on the Quartermaster. He thinks commercially, operates independently, and is genuinely a pleasure to work with.”

    Isaac Edmiston, Director at Norweld

  • Who you'll be working with

    From retail and guiding to outdoor and wilderness medicine education, I've spent my working life in this industry. I spent ten years building Adventure Curated from scratch into a media and eCommerce business. It taught me the value of quality creative that earns attention, the pressure on margins, and that marketing only matters if it drives profit. I've completed the Mini MBA in Marketing with Mark Ritson, and now spend my time helping adventurous brands grow.

  • Getting started

    I work with clients for a minimum of three months. Meaningful marketing and commercial change takes time, and we need enough runway to understand the business properly, set the right priorities and start making them happen. After that, we either keep working together, or I leave the business in a stronger position with a clear plan for your team to run with.

    I take on a small number of clients at a time, so you get me personally, focused on your business. I only say yes to work where I'm confident I can make a real difference.