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...

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...

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 introduce...

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 right In 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...

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 balanc...

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 w...

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 strategi...

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 s...

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...

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 launc...

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 buil...

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 mor...

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 connec...