Bernard Raffaut.
Founder of Rugged Lane Industries®.
Bernard Raffaut brings practical experience across sales, client service, marketing, advertising, brand, content, partnerships and leadership to Rugged Lane Industries®.
Bernard Raffaut
Founder, Rugged Lane Industries®
- Role
- Founder, Rugged Lane Industries®
- Work focus
- Marketing, brand, campaigns, content, partnerships, events, outdoor and adventure-led sectors
About Bernard.
Bernard Raffaut brings close to three decades of experience across sales, client service, marketing and advertising. His work spans FMCG, small business, automotive, drive-tourism and the non-profit sector.
He founded Rugged Lane Industries® as a marketing consultancy dedicated to the adventure sector: 4WD, RV, caravan and camping, marine and tourism brands. The aim is simple. Help good businesses do better by connecting the work that sits between interest and enquiry.
Practical, grounded and built around the sectors Rugged Lane works with.
Experience that shaped Rugged Lane.
The areas of experience behind Rugged Lane, drawn from years of real work across sales, marketing and the adventure-led sectors.
Sales and client service
Years on the front line of selling and looking after clients.
Marketing and advertising
Close to three decades across a range of sectors.
Brand strategy and positioning
What a brand stands for and how it sits in a competitive market.
Marketing strategy and execution
Planning the work and seeing it through, not just a deck.
Content and storytelling
Showing the product, place, experience or event so people respond.
Partnerships and sponsorship strategy
The right relationships, sponsorships and opportunities behind the work.
Events and live brand activations
Bringing brands to life at shows, launches and activations.
Digital marketing oversight
Keeping the digital side pulling in the same direction.
Adventure and outdoor sectors
4WD, RV, caravan and camping, marine and tourism brands.
What Bernard helps businesses work through.
Bernard helps businesses work out where the real gap is and what needs to happen next.
Offer and message
Helping businesses get clearer on what they are selling, why it matters and how to explain it.
Campaigns and launches
Helping brands plan campaigns, product launches, model launches, destination pushes, events and dealership activity.
Content and storytelling
Helping shape content that shows the product, place, experience or event properly.
Partnerships and access
Helping identify where the right relationships, sponsorships, events, people or opportunities could support the work.
Marketing leadership
Helping guide the work when a business needs experienced marketing support without a full-time hire.
Enquiry and follow-up
Helping connect marketing activity to sales, bookings, enquiry and customer follow-up.
How Bernard works.
- 01
Understand the business
Bernard starts by understanding what the business sells, who it serves, what is already happening and where things feel stuck.
- 02
Find the gap
The gap might be in the offer, message, campaign, content, dealership support, enquiry pathway, follow-up or people around the work.
- 03
Map the work
Once the gap is clear, Rugged Lane helps map what needs to happen and what should happen first.
- 04
Bring in the right people
Where specialist support is needed, Bernard can help bring the right people around the job.
- 05
Keep the work moving
The aim is to keep the message clear, the priorities visible and the right work moving.
Why Rugged Lane exists.
Rugged Lane Industries® was built for businesses where marketing has to make sense in the real world.
The work is about helping good businesses do better by connecting the offer, message, campaign, content, partners and enquiry pathway.
- Dealerships.
- Shows.
- Launches.
- Destinations.
- Events.
- Products.
- Customers.
- Enquiry.
- Follow-up.
Explore Rugged Lane.
Want to talk through what you are trying to sell, launch, fix or grow?
Start with a conversation. Rugged Lane will help work out where the gap is and what needs to happen next.