5 years ago Gerber Gear had to beg people to show up at their tradeshow booth and enjoy a beer. Fast forward to today, they've now set the bar high for trade show events that draw people to sit in lines for over 8 hours. One year, one of their ambassadors tried to set the world record for most beer cans smashed with an elbow.  Talk about disrupting! The event drew an enormous crowd and is still talked about to this day.   Todd Bischoff, the Global Creative Director, shares how he and his team took the brand from existing to thriving to the point that customers are now getting Gerber tattoos. This type of brand loyalty isn't something that happens overnight. But as Todd says, it's all about positively disrupting your space and really understanding your consumer.   Shot Show Guinness World Record Event Video: https://www.youtube.com/watch?v=pL7qL2B33hc&t=174s&ab_channel=TheSheepdogSurvivalFund   From the episode:   "We tapped the keg and no one showed up. I said from that moment on, that will no longer happen again. People don't know who we are."   "Are we a military tactical brand, are we a camping and hiking brand? There was always this battle."   "We can positively disrupt a trade show by hosting a Guinness World Record event. Or we can come into a retail environment and disrupt a space by doing something no one is doing." Follow Gerber: @gerbergear - Produced by: Port Side Productions www.portsidepro.com @backcountrymarketing @portsideproductions @coleheilborn