Steve Lesnard: The Two Principles to Focus on for Successful Product Introductions

Steve Lesnard is a consumer and integrated marketing expert with extensive experience in global brand marketing. As such, one of the areas he has worked with is marketing in the digital world, thanks to the introduction of social media more than a decade ago. While marketing teams take time coming up with strategies for marketing new products, Steve Lesnard recommends that these teams look at two main principles.

The first principle is to keep it simple. For Steve Lesnard, this means successful product introductions should focus on highlighting how beneficial the product is to the consumer, and how it adds real value. Not only does keeping it simple make the product memorable, but it also wins significant market share when done right.

Apple and Peleton show best how this strategy works in the real world. When Apple ran its “10k songs in your pocket” campaign for the iPod, and Peleton ran its “private indoor cycling studio” campaign for the spinning bike, the two companies took away focus from the technology they had developed. Instead, they both focused on how the said technology was beneficial to the consumer. Consequently, not only did they get people to purchase their products, but they also revolutionized the industries they were operating in.

The second principle Steve Lesnard says you should focus on is the consumer experience you want to bring to life. Here, the storyline for the marketing campaign comes into play. It should cut through and energize whichever tool you choose to use while outlining the best features of the product. Using videos to place the product in the right context while highlighting its best features makes the product memorable. You can also incorporate consumer testimony into the storyline to make the product more memorable.

When Yeti joined the competitive cooler business market, it had only one goal in mind: positioning its premium products by linking it to the lifestyle of its target audience. Consequently, it clearly linked the outdoor lifestyle of its product ambassadors to how drinks could be kept either warmer or colder longer while in the wild. As you can imagine, the marketing campaign was a success, helping the company meet its sales target while winning it a significant market share.

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