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EP 59: Alex Sherbinow | Understanding Your Consumer | Old Town Canoe and Kayak

59
44:81

A business doesn't last for 100 years without listening to its consumers. Alex Sherbinow from Old Town Canoe and Kayak joins me on this episode to discuss how crucial it is to listen and understand your consumer.

 

In an era with data everywhere, it's easy to craft digital reflections of who we think our customers are. We might know what age they are, how much money they make or where they went to college, but do we know them as people?

 

Alex shares how he and his team prioritize consumer feedback, empathize with their consumer, and how that influences product design.

 

A mountain biker looking into the monitor of a video camera

Your Audience Deserves to Be Moved

Assuming your audience wants to hear from your brand is the fastest way to get ignored. We’re living in a world overwhelmed by content. Everyone’s competing for attention, but most forget the only question that actually matters:

Why should the audience care?

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58
44:80

EP 58: Drew Eakins | To Specialize or Not? | Hestra Gloves

Featuring
Drew Eakins
Marketing Manager, Hestra Gloves
About

Your Guidebook to Producing Creative Work that Actually Delivers

In 2020, Port Side launched this podcast to address a challenge we were facing ourselves: understanding how to make video content that was not only creative but truly effective.

What started as a search for answers has taken us on a journey of 200+ episodes, exploring every facet of the outdoor marketing world.

Our goal is to take you behind-the-scenes with experts from the active/outdoor industry as they share insights about producing creative work that delivers. If you’re seeking insights from some of the sharpest minds in the business, you’ve come to the right place.

Have a guest in mind? Let us know

Be quick to listen, slow to speak

Give the audience a reason to care

Lead with empathy

Goal first, story second

Ask harder questions

Bellingham, WA
360.383.7721
cole@portsidepro.com
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