As Outdoor Sportsman Group’s consumer marketing senior director, Luther was behind the strategic programming and marketing of the Outdoor Channel’s Monday Night lineup, which includes 2016 acquisition “Duck Dynasty,” and the movies and original programming featured in its “Big Country Fridays.” Moreover, the network’s “Gear Up and Go Sweepstakes” had more consumer entries in the contest’s history, doubling the value of its affiliate-driven promos. “In light of the changing industry,” Luther explains, “affiliate marketers need to capitalize on emerging technology to better understand how users are consuming content in order to create value-driven opportunities with affiliates.
What professional accomplishments are you most proud of from the past 12 months?
While many in the industry saw a decline in ratings, Outdoor Channel saw significant growth in the last year due to programming and marketing of key nights. Outdoor Channel’s overall gain was a result of strategic programming and marketing of our Monday Night lineup—anchored by Duck Dynasty, which was acquired in 2016—along with the promotion of “Big Country Fridays” that features acquired movies and original programming. Additionally, the long-standing Gear Up and Go Sweepstakes achieved its highest number of total consumer entries in its 10-year history in 2017 and nearly doubled the total value YOY for the affiliate-driven promotional spots.
With all the disruption in the marketplace, how has the role of an affiliate marketer changed?
In light of the changing industry, affiliate marketers need to capitalize on emerging technology to better understand how users are consuming content in order to create value-driven opportunities with affiliates.
What do you do for fun out of work?
Outside of work, I enjoy dining at mom-and-pop restaurants, antique shopping, working on my house with my husband, and backyard cook-outs on summer nights with my family.