Landscape Digital Show

Episode 43 of Landscape Digital Show reveals how to interview customers to create case studies and get customer stories that sell. Why did Dos Equis fire the actor responsible for its highly successful World’s Most Interesting Man campaign? According to their vice president of marketing, We re trying to reach a new audience. That comment says a lot about knowing your business, its competitors, and the audience you are trying to reach. Content is created to accomplish specific objectives. And that job is to attract, engage and inspire a targeted audience, with the ultimate objective of driving profitable actions for your business. Your role as the marketer or business owner is to know your audience, the one you have now, and the one you want to attract. Maybe they are the same or not. Incidentally, Dos Equis new World s Most Interesting Man is younger, more athletic, and he speaks Spanish. That should tell you a lot right there. Clearly, Dos Equis has done their homework and they are making an intentional sh