Why Zamzows Had to Relearn Marketing for a New Generation with Callie Zamzow

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Podcast Intro

Welcome to the Marketing Expedition podcast—an auditory journey through the latest in marketing, branding, and advertising. I’m your Marketing Expedition guide, Rhea Allen.

 

Rhea Allen: On this episode, I get to speak with Callie Zamzow, a fourth-generation leader of the Zamzow family of businesses. That includes Zamzows—a 92-year-old chain of garden and pet supply stores—Dynamite Specialty Products, a 44-year-old manufacturing and distribution company, and a diverse portfolio of real estate holdings.

 

Rhea Allen: Rooted in tradition but driven by creativity, Callie brings curiosity, grit, and a deep appreciation for laughter to her leadership. You can also check out her podcast, Nobody Knows (with a Z): nobodyknows.com—exploring the connections that shape our lives between people, animals, and the environment.

 

Rhea Allen: Stay tuned for our interview with Callie—she’s a treat to have in our studio.

Marketing Essentials Moment: Generational Marketing

 

Rhea Allen: It’s time for your Marketing Essentials Moment—the basics you need to keep building your brand and your bottom line.

 

Rhea Allen: Today, I want to talk about generational marketing, since Callie and I explore the different generations Zamzows serves. Like many of us, you probably have multiple generations using your services.

 

Rhea Allen: A generation is typically defined as a group of people born within a similar time span, sharing a comparable age and life stage—and shaped by similar events, trends, and developments during their formative years.

 

Rhea Allen: Because environments change over time, different generations often develop different opinions, politics, and values. That creates a generational gap. How you speak to Baby Boomers won’t be the same as how you speak to Gen Z. They also use different channels.

 

Rhea Allen: Generational marketing works when you keep your brand consistent, but tailor the message and channel to each segment you want to attract.

Baby Boomers

 

Rhea Allen: Baby Boomers tend to be loyal to brands. They’ve spent their lives with certain businesses—and if it isn’t broken, why fix it?

 

Rhea Allen: Evoking pride in loyalty can make this group feel appreciated. Many Boomers are in their retirement era and hold a large portion of the country’s wealth. If your offer fits, you can market premium, “top-shelf” products and services to this generation.

 

Rhea Allen: Tactics that often work:

• Use large, bold fonts for readability

• Avoid modern slang

• Be helpful, informative, and direct

Gen X

 

Rhea Allen: Gen X doesn’t get talked about enough. I’m on the cusp of Gen X and Millennial—an “Xennial”—but I identify with Gen X.

Rhea Allen: Gen X makes up a big part of the family-starting population. Many are deep into careers, debt payoff, and raising kids—sometimes even becoming grandparents.

 

Rhea Allen: Research shows Gen X is less likely to change brands than younger generations, but they don’t always display the same satisfaction about brand loyalty as Boomers.

Rhea Allen: Gen X often responds to:

• Nostalgia

• Messaging tied to responsibility and life stage

• Practical, time-saving value

Millennials (Gen Y)

 

Rhea Allen: Millennials are the largest generation and the second-largest pool of wealth behind Boomers. They spend a lot of time on social media and are often influenced by creators and influencers.

 

Rhea Allen: Traditional marketing can be less effective here. Millennials tend to research businesses online first—Instagram, Yelp, TripAdvisor, and more.

 

Rhea Allen: What resonates:

• Authenticity

• Testimonials and social proof

• Unscripted, candid content

• Values alignment (sustainability, social impact)

 

Rhea Allen: Sometimes the best-performing content doesn’t look like an ad. It feels like real life.

Gen Z

 

Rhea Allen: Gen Z grew up with technology from day one. Their buying behavior is different from every generation before them.

 

Rhea Allen: Many have abandoned traditional media. They’re on streaming platforms, YouTube, and social apps. They’re influenced by creators who became celebrities because of social media.

 

Rhea Allen: Gen Z also dislikes obvious ads. They scroll past anything that feels like advertising.

 

Rhea Allen: What works:

• Fast-paced, punchy content

• Creator-led storytelling

• Authentic, values-driven messaging

• Less “salesy,” more human

The Big Reminder

 

Rhea Allen: Don’t overgeneralize. There are segments within segments—DINKs, empty nesters, grandparents raising grandkids, and more.

 

Rhea Allen: Generations aren’t clear-cut. Experiences vary by geography, culture, and upbringing. Do your research on your specific market: demographics, psychographics, and buying behavior—so your message doesn’t get wasted.

 

Rhea Allen: With that, let’s get into the interview with Callie Zamzow.

Interview: Callie Zamzow

Rhea Allen: Welcome to the Marketing Expedition podcast. I’m your host, Rhea Allen—President and CEO of Peppershock Media and founder of the Marketing Expedition community.

 

Rhea Allen: Today’s guest is Callie—well, Zamzow. That’s how we say it. Not the way people try to pronounce it.

 

Callie Zamzow: The jingle helps. If you sing it, it’s easier to remember.

 

Rhea Allen: You got it. Welcome to the Peppershock Poderific studio. We’re happy to have you here.

 

Callie Zamzow: I’m glad to be here. The studio is very cool.

 

Rhea Allen: Podcasting has really taken off. I’ve been doing podcasts for a while, but the pandemic pushed more people into it. Now we try to bring guests in locally when we can, because in-person is different.

 

Rhea Allen: Callie, take us back. Zamzows has been around a long time. What was your role when you first started, and what are you doing today?

 

Callie Zamzow: I grew up in it. My brother and I are fourth generation. Grandma Z started it—technically with her husband, August, but she was raising kids and juggling everything. She still has great stories.

 

Callie Zamzow: Being fourth generation is interesting. It feels less like a “conquest” and more like a legacy we’re meant to honor and take care of.

 

Callie Zamzow: We always knew we’d be involved, but we also dabbled. We worked as kids. There’s a funny story: my dad brought us to work, paid us a dollar an hour, and we’d take that dollar straight to the candy machine—then go back for another hour.

 

Callie Zamzow: We both went to college and worked outside the business first. I’m grateful for that. But it called us back.

 

Callie Zamzow: In a family business, it’s hard not to jump into leadership fast. Whether I was ready or not—spoiler: I wasn’t—I was given big responsibilities early. I had some wins and some big mess-ups. Family business gives you a little more grace.

 

Callie Zamzow: Today, my brother and I co-run the Zamzow stores.

 

Rhea Allen: And your dad is Jim. I still hear his voice from the commercials.

 

Callie Zamzow: That’s been an interesting shift—everything that was set up before we came on, and what we’re bringing in now.

 

Rhea Allen: I’ve known Art Gregory—your marketing guy—for years.

 

Callie Zamzow: Nobody knows the history of radio like Art Gregory.

 

Rhea Allen: Years ago, we scanned thousands of photos and put together a company history. We should find it.

 

Callie Zamzow: We should update it. We need you back to help us finish the last decade.

 

Rhea Allen: Where did you go to college?

 

Callie Zamzow: Santa Clara University, and then Boise State University.

 

Rhea Allen: Go Broncos.

 

Rhea Allen: You also worked in a different part of the business—Dynamite. Tell us about that.

 

Callie Zamzow: It’s a separate company people don’t always know about. My dad started that division in 1982. He wrote my brother and me in as owners when I was seven and my brother was nine—probably a brilliant tax move.

Rhea Allen: Pay your kids—tax strategy.

Callie Zamzow: Exactly. That division was the gateway for both of us. It’s the manufacturing side.

 

Callie Zamzow: We sell under Dynamite Specialty Products—high-end nutritional supplements. Horses are the biggest category, but also dogs, cats, alpacas, chickens, and more.

 

Callie Zamzow: The feed mill in Meridian—people call it the Zamzow Mill—that’s owned by Dynamite Marketing.

 

Rhea Allen: I met your brother, Joss, through the Price Associates Complete Leader program. He invited me to improv training.

 

Callie Zamzow: Improv is fun. I’m not as good as my brother or my daughter—they’re really good.

 

Rhea Allen: I loved the “yes, and” mindset.

 

Callie Zamzow: It’s great—unless you’re in hot water and something slips out.

 

Rhea Allen: Callie, what does your day-to-day look like now as a co-leader?

 

Callie Zamzow: Every day is different. When I first stepped into leadership, I wanted rigid days—lists, checkboxes. That doesn’t last. Things blow up.

 

Callie Zamzow: Early on, I’d jump into the middle of everything to fix it. I thought that was good leadership. I learned it can be demoralizing when you take everything on.

 

Callie Zamzow: Now my role is removing obstacles. People bring me ideas, I ask questions, add perspective, then send them back to execute.

Callie Zamzow: My team is well-oiled—great people, many have been around a long time and know what they’re doing.

Rhea Allen: Surround yourself with people who are smarter than you in different areas.

Rhea Allen: From a marketing standpoint, Zamzows is known. What’s shifting from how your dad marketed to how you market now?

 

Callie Zamzow: It’s challenging. We think about our customer base by life stage—homeowners, apartment dwellers, and more.

 

Callie Zamzow: It’s harder now because the population is aging, newcomers are moving in, and communication channels are changing.

 

Callie Zamzow: A traditional radio ad still works well for one group. Another group doesn’t listen to radio at all.

 

Rhea Allen: They’re on Spotify, Pandora, Apple Music.

 

Callie Zamzow: Exactly. And then there’s video—cute, clever, interesting content. People lean in when they’re laughing. They start liking the brand, even if they didn’t care about gardening before.

 

Callie Zamzow: That shift hasn’t been easy. We also have to figure out who in our company is good at which marketing lane.

 

Rhea Allen: You’re not going to do TikTok dances, are you?

 

Callie Zamzow: Not me. But my nephew August is hilarious. He and his buddies hired “B-Man” and the videos are so funny.

 

Rhea Allen: You serve multiple audiences—and multiple product categories. Share what Zamzows does.

 

Callie Zamzow: In the beginning—1933—we were a feed mill. Feeds were the big thing.

Callie Zamzow: Our family has always farmed and grown food, so gardening folded in naturally. At first it was farm animal feed, then household pets became a big category.

Callie Zamzow: We were early in higher-end pet food. Back in the day, dogs got table scraps. Now there are allergies, tummy issues, and people want better options.

 

Callie Zamzow: We also figured out the valley’s soil decades ago. With newcomers moving in, helping them understand the soil has become a niche.

 

Callie Zamzow: It’s a blend: lawn, garden, and pets. Lawn is almost its own category—our lawn program is all natural and made for our soils.

 

Rhea Allen: We use the seasonal lawn program.

 

Callie Zamzow: Exactly. The challenge is balancing marketing across the year. In spring, everyone talks planting—but we can’t drop the ball on pet food and health solutions.

 

Callie Zamzow: With so many newcomers, we also have to reintroduce ourselves. Long-time locals know Zamzows. New residents see the name and think, “What is that? How do you say it?”

 

Rhea Allen: Partnerships with real estate agents and relocation networks could help.

 

Callie Zamzow: We’ve also been working with HOAs. We’ll meet with neighborhood groups, do fireside chats, or “walk and learns.” We walk the neighborhood, look at yards, point out what’s happening, and share fixes. The whole neighborhood benefits.

 

Rhea Allen: We used Thrive on a tree that wasn’t doing well—it helped.

 

 

Callie Zamzow: Great. We prefer natural solutions when possible, but we also carry chemical options. Sometimes you need a stronger intervention first—like an antibiotic—then you rebuild.

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Rhea Allen: Do you and Joss have different lanes, or do you split things based on what’s needed?

 

Callie Zamzow: It’s challenging. Generally, he’s more involved with the stores and sales. I’m more on the administration side.

 

Callie Zamzow: Marketing is shared—we both love it. We sit in marketing meetings and throw ideas around.

 

Rhea Allen: I work with my husband, so I understand family dynamics.

 

Callie Zamzow: Two brains are better than one. We think alike—sometimes we deny it. We step on each other’s toes because we like the same things.

 

Callie Zamzow: The difference is: we’re siblings. We’re both here to stay. We’ve learned how to give space, be honest, and stay in our lanes.

Rhea Allen: At the time of this recording, it’s August 2026. What’s coming up for fall and winter?

Callie Zamzow: I love fall and winter because we slow down. It’s calmer. We get to catch our breath and think about the business.

Callie Zamzow: We just completed a SWOT analysis as a leadership team. It was the first time we brought in the next generation—my niece, nephew, and daughter. They observed, then shared thoughtful input.

Callie Zamzow: Next, we’ll work on business clean-up projects and launch a couple of new products.

 

Callie Zamzow: Fall is also when we do fun in-store events—wreath-making classes, pumpkin activities for kids—things we can’t do when the stores are packed.

 

Callie Zamzow: Once January hits, the trucks start coming, we fill the stores, and it all starts again.

 

Rhea Allen: You still sponsor community events like the dog walk.

 

Callie Zamzow: See Spot Walk, yes. There are others too—Bark in the Park, and the splash event where dogs go to the water park before it closes.

 

Callie Zamzow: I love Idaho for this. People show up. They bring their dogs, take cute pictures, and it’s a real community moment.

 

Rhea Allen: Pets are welcome in the store.

 

Callie Zamzow: They’re our favorite customers. Regulars bring their dogs and our team knows their names and favorite treats.

 

Rhea Allen: You mentioned new products. Anything you can share?

 

Callie Zamzow: My dad has mostly retired from day-to-day operations, which lets him do what he’s best at: inventing.

 

Callie Zamzow: One product we’re testing has been incredible on flowering baskets—everything looks alive, full, and blooming. It’s natural, not forcing the plant.

 

Callie Zamzow: We also launched a product called Bebopalooza. The name makes us laugh—Dad’s a big 60s guy.

 

Callie Zamzow: It’s made from bee material—rich enzymes and nutrients that break down quickly in soil and feed living plants. We haven’t done a big marketing push yet, but you’ll see more.

 

Rhea Allen: That makes sense—like local honey and pollen.

 

Callie Zamzow: It’s all natural, easy to work with, and it smells sweet—almost honey-like.

 

Rhea Allen: Like Burt’s Bees.

 

Callie Zamzow: Exactly.

Callie Zamzow: I had a beehive for a while. Then I learned bees can recognize faces. I realized we were accidentally squishing bees when we checked the hive, and I couldn’t do it anymore. Now I leave the hive alone.

Rhea Allen: You learned too much.

Callie Zamzow: Exactly. I still eat other people’s honey, though.

Rhea Allen: Someone should invent a non-bee-squisher contraption.

Callie Zamzow: Invent it and tell me—I’d love to be involved.

Rhea Allen: Does your dad patent his inventions?

Callie Zamzow: He doesn’t. They’re secret recipes. He gets to a point where he doesn’t want to keep it to himself, but also doesn’t want to scale it worldwide. Sometimes he turns it over to others.

 

Rhea Allen: He’s a storyteller.

 

 

Callie Zamzow: Between him and Art Gregory, yes.

Rhea Allen: Tom Scott says hello, too. He’s working with us now after we acquired his agency, and thanks for putting Zamzows on Scott Slant.

 

Callie Zamzow: Hi, Tom.

 

Rhea Allen: Tom remembers phone numbers like it’s an art form.

 

Callie Zamzow: I still remember my childhood number, but that’s about it.

 

 

Rhea Allen: Rotary phones were a workout.

 

Rhea Allen: What newer marketing methods do you feel are working for Zamzows now?

 

Callie Zamzow: Some days we’re not sure what’s reaching people. The only time you know is when someone tells you.

 

Callie Zamzow: The big change is tracking. Now you can follow someone from seeing something to walking into a store. That’s mind-blowing for an 80s kid.

 

Callie Zamzow: We’ve had some wins with off-the-beaten-path content. There’s so much noise. You have to get people to stop scrolling.

 

Callie Zamzow: What works is being personal—sharing something vulnerable, or doing something authentic in the store. My niece and nephew are great at that.

 

Callie Zamzow: We also started a podcast. We used to have a radio show where callers asked lawn and garden questions. The podcast is more community-driven—telling stories about people in the valley.

 

Rhea Allen: Podcasting has evolved. It’s more candid and authentic now.

 

Callie Zamzow: Our show is Nobody Knows (with a Z). We pulled back from radio at one point because we thought nobody listened anymore—then people told us they missed us.

Callie Zamzow: We’re revamping and going back to more radio. A lot of our radio content is public service: crabgrass prevention, wasps, seasonal tips. It’s not about selling wasp spray—it’s about helping. When people think “help,” they think Zamzows.

Rhea Allen: You can also run that same concept on streaming audio and retargeting.

 

Callie Zamzow: Exactly. But it takes time and expertise. If your real job is running a multi-million-dollar company, you need a partner who can guide where to invest and where not to waste money.

 

Rhea Allen: Delegate to elevate.

 

Rhea Allen: If people want to learn more about Zamzows, where should they go?

 

Callie Zamzow: zamzows.com — Z-A-M-Z-O-W-S dot com. We do e-commerce and ship products around the U.S. People move away and still order the lawn program, Thrive, Bebopalooza, and more.

 

Rhea Allen: And plug your podcast one more time.

 

Callie Zamzow: nobodyknows.com — with a Z. You can listen, and now you can watch.

 

Rhea Allen: Don’t pick your nose and you’re good.

 

Callie Zamzow: True.

 

Rhea Allen: Any final words of wisdom?

 

Callie Zamzow: I appreciate you and what you’ve built. Twenty-three years in October—how is that possible?

 

Callie Zamzow: You’ve helped this valley so much. This kind of community connection raises other people up. Thank you.

 

Rhea Allen: Ditto. You’re sharing stories too—and you ship products beyond the valley.

 

Rhea Allen: Nobody knows like Zamzows. Go check it out.

 

Rhea Allen: And for those listening or watching: the best thing you can do for Callie and me is share this episode with someone who needs it, and leave a review.

 

Rhea Allen: Until next time—enjoy your marketing journey.

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