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Mountain rope, along with two other brands that they acquired over the years. it's their consistent quality that has the old timers coming back. and the way they reach some of these customers hasn't changed a lot over the years. >> a lot of our industry isn't necessarily on the web yet. we're a little bit behind with the farmers and ranchers. some of them don't even have internet service. so we really wanted to have a nice catalog. we wanted to have our name be out there. >> cowboy cordage has been able to attract new business by constantly updating and growing. first up, their marketing. the ...

Back and the way they reach some of their customers hasn't changed. >> a lot of our industry isn't necessarily on the web yet. we're a little bit behind with the farmers and ranchers. some of them don't even have internet service. so we really wanted to have a nice catalog, we wanted to have our name out there and pull the brands together. >> but cowboy cordage has attracted new business by constantly updating and growing. first up, their marketing. the internet has opened them up to a whole new customer base, international ones. steve's daughter came on as general manager a few years ago. she...

Customers hasn't changed a lot over the years. >> a lot of our industry isn't necessarily on the web yet. we're a little behind with the farmers and ranchers. some don't even have internet service. we really waned ewanted to hav catalog, have our name out and pull the brands together. >> they've attracted new business by constantly updating and growing. first up, their marketing. the internet opened them up to a whole new customer base. international ones. elaina, steve's daughter, came on as general manager a few years ago. she says that rounding up what the next trend will be isn't an exact ...

Through it. >> what's important is trying in the first place. and reacting quickly if it doesn't work. >> we try new things, if we throw it out there, nobody likes it we stop making it. that's what's great about a manufacturer. we can make a rope, i can make five crazy rope, if the nobody wants them we won't do it again. >> marketing isn't the only department that benefitted from some thinking outside of the box. one of their most successful products was inspired by one of steve's side hobbies. >> my boys and i, we are competitive shooters, and i was coming home one day and i'm like you ask ab...

She said rounding out what the next trend will be isn't an exact science. >> some of it's going to be great. some is going to be terrible. we have to market our way through it. >> what's important is trying in the first place. and reacting quickly if it doesn't work. >> we try some new things. if we throw it out there and nobody likes it, we stop making it. we can make rope. i can make five bright green crazy looking ropes. put them on the rack. if nobody wants them, we won't do it again. >> marketing isn't the only program that has benefitted from some thinking outside of the box. one of thei...