The Inventory

You’re not just launching against your competitors, you’re launching against yourself.In this final episode of The Inventory, Reid Morris is joined again by Brian Cole from Element Three and Scott Smith from Trader Interactive to talk about one of the most overlooked challenges of product launch: used inventory.Across industries like RV, marine, and powersports, buyers aren’t just comparing you to the competition. They’re comparing you to last year’s model, the unit next to it on the lot, or a completely different kind of purchase altogether. This episode explores what OEMs can do to differentiate meaningfully, clear used inventory, and empower both buyers and dealers during launch season.The group closes out the series with actionable tactics—like geo-targeted inventory promotions, loyalty-driven brand messaging, and what it takes to give consumers the confidence to walk onto a lot.You’ll learn:How to make your launch product stand out from used inventoryWhy differentiation, not just availability, drives momentumHow OEMs can support dealers and consumers through decision complexityThings to listen for:(00:00) Why Brand Clarity Matters Before a Launch(01:41) New Products Don’t Launch in a Vacuum(03:59) The Power of Familiarity with Older Models(05:24) When Leisure Products Compete with Everything(07:54) How Marketplaces Reveal Real Buyer Behavior(09:06) Why Differentiation Is the Marketer’s Main Job(11:01) Helping Dealers Move Old Inventory to Make Room for New(13:30) When the Product Brand Carries More Weight Than the OEM(16:41) Telling the Full Brand Narrative to Loyal Customers(19:12) What OEMs Can Do to Build Consumer Trust in Dealers(22:13) Why Events Feel Safer Than Dealer Visits

The launch is only the beginning, especially when your buyer is 18 months out.In the third episode of The Inventory with Trader Interactive, Reid Morris continues the conversation with Brian Cole of Element Three and Scott Smith of Trader Interactive to dig into how OEMs can better match their marketing to how buyers actually shop.Using marketplace behavior, survey data, and real-world examples from RVs to powersports, the group explains why OEMs often run short-term campaigns for long-term decisions. From the role of marketplaces to “always on” advertising, this episode outlines how to connect brand story, product messaging, and placement across extended buyer timelines and how to think differently about marketing handoffs between OEMs and dealers.If your product is only “new” for 60 days on your plan, you might want to rethink your strategy and listen to this.You’ll learn:Why buyers treat “new” differently than marketers doHow to turn your product launch into an always-on brand assetWhy marketplaces are more than just inventory destinationsThings to listen for:(00:00) Why OEM Marketing Starts With Knowing the Buyer(01:52) What an 18-Month Purchase Timeline Means for Launches(04:05) Why Products Stay “New” Longer for Buyers Than OEMs(05:19) What Role Marketplaces Really Play in the Buyer Journey(07:18) What Happens When Marketplaces Drive Better Conversion(08:29) How to Tie Brand Story and Product Story Together(09:20) Evergreen Launch Strategy: From Spike to Sustainment(10:57) Where and When to Show Up Across Buyer Touchpoints(13:22) Tactical Differences Between Spike and Sustain Modes(15:51) How to Use Buyer Timing to Create Momentum(17:34) What’s the Right OEM-to-Dealer Marketing Handoff?(18:37) Why Sales Velocity Takes Longer Than You Think

The reveal isn’t the finish line. In many ways, it’s just the start.In this second episode of The Inventory with Trader Interactive, Reid Morris returns with Brian Cole from Element Three and Scott Smith from Trader Interactive to unpack one of the most overlooked (and underestimated) problems in OEM product launches—the gap between announcement and enablement.Pulling from the research introduced in Episode 1, the group shares how disconnects between development, marketing, and dealer enablement stall momentum when it matters most. From timeline missteps to communication breakdowns, they reveal tactical solutions OEMs can implement now, such as storytelling across launch stages, embracing transparency, and equipping dealers earlier.If you’re in product, marketing, or sales at an OEM navigating a dealer-distributed model, this episode is a blueprint for what to fix between hype and hands-on.You’ll learn:Why every new launch should be treated as part of your brand storyHow to avoid the timing trap that slows down marketing and salesWhy transparency with your dealers builds stronger launch outcomesThings to listen for:(00:00) Why Launch Problems Don’t End at the Reveal(01:16) Recap of the Research from Episode 1(01:56) The Valley Between Announcement and Enablement(03:35) Operational Launch vs. In-Market Launch(05:44) How Marketing Should Build Momentum, Not Wait for Readiness(07:05) Why Product Timelines Often Slip Behind Communications(09:50) Giving Dealers Clear Reasons to Believe(11:00) What “Tease, Reveal, Promote” Really Means(13:22) Transparency as a Tool for Dealer Success(17:57) How to Turn a Launch into Part of Your Brand Narrative

Product launches in the B2B2X space are notoriously challenging. They're complex, unpredictable, and often miss their targets. So, how do you actually get them rightIn this episode, Reid Morris talks with Scott Smith, VP of OEM and Strategic Initiatives at Trader Interactive, and Brian Cole, Strategy Director at Element Three. Together, they break down findings from new research exploring how OEMs, dealers, and consumers experience new product launches and where the most significant breakdowns happen.Backed by marketplace behavior, historical sales data, and over 500 shopper surveys, this research uncovers what actually moves the needle when launching new models in dealer-distributed industries. The trio gets real about missed marketing opportunities, the disconnect between product development and launch timing, and why features can shift buying decisions.Whether you’re launching your next RV, marine vehicle, or commercial truck, this conversation shows why better launches start long before the product hits the lot.You’ll learn:Why marketers feel disconnected from the launch process and what happens when they’re involved earlierHow launch velocity data challenges the myth of the big reveal momentWhat consumer survey responses reveal about how buyers actually shop for new modelsThings to listen for:(00:00) Meet Brian Cole and Scott Smith(01:25) What Sparked the Product Launch Research(03:23) Common Mistakes OEMs Make When Launching(05:08) How Complexity Slows Down Launch Success(06:32) Initial Hypotheses About Launch Gaps(09:03) Research Methods That Created a Full Market View(12:19) Insights From Dealers and Consumer Behavior(13:20) Why Features Win Over Price for Buyers(15:21) The Two Launches Inside Every Launch(16:33) What’s Coming Next in the Research Series

For OEMs selling through independent dealers, brand control isn’t as simple as direct-to-consumer businesses. The challenge? Ensuring brand consistency while navigating a fragmented sales network.In this episode, Joe Mills talks with Danielle Falconer, Senior Vice President at Element Three, about the nuances of brand strategy in a distributed sales environment. They explore the delicate balance between empowering dealers and maintaining brand integrity, plus what OEMs can do to strengthen their market presence.You’ll learn:Why OEMs and dealers must treat branding as a shared responsibilityHow to equip dealers with the right tools to strengthen customer relationshipsThe key to balancing product innovation with brand longevityThings to listen for:(01:12) Introduction of Danielle Falconer and Topic of Discussion(01:39) Explanation of the B2B2X Business Model(02:50) Unique Challenges in Managing a Three-Way Brand Relationship(05:05) Common Challenges Faced by Dealers in Brand Management(06:09) Evaluating an OEM's Brand Management(08:44) The Importance of Investment in Brand and Product Innovation

Distributing leads effectively can be a real challenge. How do OEMs ensure quality leads reach the right dealers at the right time, while also maintaining a positive customer experience?In this episode, Joe Mills talks with Dustin Clark, VP of Digital at Element Three, about the complexities of lead distribution. They explore how to cater to dealers with different levels of sophistication and what OEMs can do to ensure leads are handled in the most effective way possible.You’ll learn:How to build a lead distribution strategy that works for different dealer typesWhy lead scoring and nurturing are crucial to long-term successThe importance of keeping brand presence alive even after the lead is passed onThings to listen for:(00:00) Introduction(01:02) Overview of the B2B2X Lead Distribution Challenge(03:27) The Importance of a Flexible Platform for Dealer Sophistication(05:14) Defining a "Sales-Qualified Lead" for Effective Targeting(07:06) Strategies for High-Sophistication Dealers and Lead Volume(09:18) Lead Scoring and Engagement for Dealers(10:37) Managing Lead Timing for Low-Sophistication Dealers

Launching a new product in a crowded market? For OEMs and dealers, success hinges on more than just the product itself. In this episode, Joe Mills speaks with Brian Cole, Director of Marketing Strategy at Element Three, about how marketing can become the backbone of product sales and distribution. They discuss setting up dealers for success, crafting brand stories that resonate, and the strategies that drive results. You’ll learn:How marketing can become a vital partner in product sales and distributionWhy aligning with product and sales teams creates stronger product launchesPractical ways to equip dealers with tools for successful customer engagementThings to listen for:(00:00) Introduction(01:30) How marketing supports product launches for OEMs and dealers(02:16) Using front-end marketing insights to close gaps and reach new customers(05:07) Understanding the different scales of product launches(06:08) Continuous market research vs. reactionary marketing(07:11) Equipping dealers with the tools to drive sales(08:34) Adjusting brand storytelling for new markets and product launches(11:47) Practical steps for creating a product intelligence framework(12:46) Partnering with product teams for smarter launches

Navigating a zero-click environment? For OEMs and dealers, adapting to this new reality is critical to staying relevant and visible.In this episode, Joe Mills sits down with Dustin Clark, VP of Digital at Element Three, to unpack the impact of zero-click search on marketing strategies. They explore how AI is reshaping consumer behavior, why visibility matters as much as lead generation, and the shifts marketers need to make to win in a zero-click world.You’ll learn:Why visibility in search results is crucial for brand success in a zero-click landscapeHow to create content that educates, informs, and builds trust without needing a website clickPractical ways for OEMs and dealers to adapt to AI-driven changes in consumer behaviorThings to listen for:(00:00) Introduction(01:21) How AI and zero-click are changing search behavior(03:16) SEO and the evolution of natural language in search(05:20) Why visibility matters in a zero-click world(07:04) Building content for AI-driven search and rich snippets(09:42) Measuring success without website clicks(11:17) Balancing brand visibility with ROI-focused marketing(13:42) Customizing experiences to win trust and engagement(15:14) The role of OEMs in dealer success and lead quality(17:19) Strategies for co-branded marketing with dealers(19:22) Overcoming fear in shifting to a zero-click strategy(21:41) Why visibility and adaptability are critical for the future

Did you know that effective marketplace advertising can drive high-quality leads and faster sales for OEMs and dealers? In this episode, Joe Mills talks with Bennett Clark, Senior Paid Media Manager at Element Three, about the value of marketplace advertising in the customer journey. From understanding marketplace dynamics to practical steps for dealers and OEMs, they cover how to maximize reach and drive more foot traffic to dealerships. You’ll learn: Why marketplace advertising is critical for OEMs and dealers How to use places like RV Trader and GoRollick to connect with ready-to-buy customers Tips for launching a low-risk marketplace advertising pilot Things to listen for: (00:00) Introduction (01:06) Defining marketplace advertising for OEMs and dealers (02:50) The role of marketplaces in customer journeys (04:11) OEM vs. dealer benefits of marketplace advertising (05:39) Seasonal considerations for ad spending (08:57) Tips for launching a low-risk advertising pilot (11:12) Tracking sales impact and lead attribution  

Product launch assets may be limited, but your impact doesn’t have to be. In this episode, Joe Mills sits down with Theresa Goodall, Associate Creative Director at Element Three, to talk about how to build a launch that resonates—even if the product isn’t fully ready. They discuss the role of storytelling, creative timing, and visual strategy in capturing interest before, during, and after launch day.  You’ll learn: Why crafting a strong story is essential when assets are limited How to keep momentum alive after launch day with strategic planning When to use lifestyle vs. product-specific visuals to capture attention Tips for aligning marketing and product teams for a seamless launch Things to listen for: (00:00) Introduction (01:00) The importance of storytelling when assets are limited (02:19) When to start marketing for an unfinished product (03:56) Building hype with stories when assets are missing (05:33) Strategies for sustaining interest beyond launch day (07:18) Aligning product development and marketing teams (07:50) Essential creative assets for a memorable launch (10:20) When to use lifestyle vs. detailed product visuals (12:16) Adapting assets to each stage of the buyer journey (13:19) Collaboration between creative and performance teams  

Your product launch doesn’t end on release day. In this episode, host Joe Mills sits down with Cade Jones, Marketing Strategist at Element Three, to explore a three-phase approach to product launches. They discuss how OEMs can build anticipation, sustain momentum post-launch, and measure success every step of the way. You’ll learn: How a phased approach strengthens product launch impact Why building anticipation pre-launch can drive long-term success Which metrics can help OEMs measure success before, during, and after launch Things to listen for: (00:00) Introduction (01:08) Common pitfalls in product launches (02:59) Using incremental testing to avoid pre-launch perfectionism (05:21) Balancing focus on new vs. existing products, post-launch (08:15) Key metrics for each phase of a product launch (10:01) Moving from testing metrics to performance metrics  

Smarter inventory management leads to higher sales and faster reduction of distressed stock. In this episode, Joe Mills and Dustin Clark, VP of Marketing Strategy at Element Three, discuss innovative ways for OEMs to improve inventory management. From using automation to handle excess stock to enhancing dealer relationships, they cover strategies about how to use information to move products more efficiently.   You’ll learn: How OEMs and dealers can sync systems for better inventory control Tech solutions to enhance inventory management Strategies to move distressed stock fast with targeted marketing   Things to listen for: (00:00) Introduction (01:17) Managing distressed inventory with asset libraries (04:36) Automating inventory marketing based on sales cycles (07:23) Closing the sales loop to avoid missed opportunities (08:23) Pricing and promotions in inventory management (08:45) Test distressed inventory strategies through small pilot tests  

Your technology stack can create a competitive advantage against other OEMs. In this episode, host Joe Mills sits down with Dustin Clark, VP of Marketing Strategy at Element Three, to discuss how to optimize OEM-dealer relationships through smarter technology and processes. You’ll learn: How to make OEM and dealer technologies work together Why both parties will get value from making that connection point happen Which technology options you can use based on different budgets Things to listen for: (00:00) Introduction (01:17) Identifying the missing piece in OEM-dealer technology stacks (02:28) The importance of automating the lead handoff (04:03) Tools and platforms for building the bridge between OEMs and dealers (04:52) Addressing data privacy concerns (06:22) How OEMs can overcome dealer hesitation about sharing customer data