Founded in 2016, Matthew Linman launched his outdoor apparel company Lot 54 Goods with the goal of encouraging anyone and everyone to get out and explore their surroundings. Inspired by the outdoor adventures that awaited him at his childhood cabin in the western U.S., Matthew’s approachable take on sporting attire has helped distinguish him amidst a sea of hyper-technical gear providers.
Lot 54’s approach to marketing is similarly accessible. “From 2016 until 2018, the Lot 54 Goods team was just myself,” says Matthew. “I managed and oversaw anything and everything from design to photography, production, marketing, and so on. Our focus is on keeping the Lot 54 family small and continuing to grow at our own pace.”
One thing helping Matthew keep the team small — and his business moving — is video. “We think that video is a key element to every single product launch,” says Matthew. “It doesn’t matter if you’re simply launching a new mug or a whole collection. Video engages and makes users respond in a way that photo simply doesn't.”
With more people than ever getting out and connecting with nature, we wanted to catch up with Matthew to better understand Lot 54’s ethos and hear how he uses product videos to expand his digital reach. Check out excerpts from the conversation — and his stunning Vimeo Create video — below.
How did you get into this industry?
In 2015, I was fortunate to intern and work for an outdoor company called Bradley Mountain. Throughout my time there and my experience developing apparel for companies in LA, I began to see how these companies functioned and the niche that I could fit into.
Growing up on the outside of the industry and admiring so many brands, I thought maybe I’d be lucky enough to work for one of them someday. It has truly been a pleasure and a dream come true to have a brand in this industry.
How big is the Lot 54 Goods team?
From 2016 until 2018, the Lot 54 Goods team was just myself. Starting last year, we were lucky enough to be able to outsource some of our photo and design work to creatives we really believe in and are fans of.
I still manage and handle almost all of the design work and marketing, but we've been blessed to have Chris Meugniot come on as our go-to photographer.
Tell us about your video marketing strategy.
Starting last year, we began experimenting with video marketing across all platforms. We put out short “Expedition” videos to gauge how the community responded. We are looking ahead to making a short film based on the origins of the Lot 54 cabin, and the story of the brand.
Can you share any advice you have for anyone about to start their own business?
My advice for anyone looking to start their own business is simply to do it. Why not bet on yourself? Worst case scenario, you end up in the same position you’re in today. Best-case scenario, you get to live your dream.
How has Vimeo helped your business?
Vimeo provides vital insights that help us to develop and grow our customer base. With Vimeo, we can reach people who wouldn’t have found us anywhere else online.
