Steve Lesnard is one of the most iconic integrated marketing and consumer experts in the global business sector. During his career as a global brand marketing consultant, he has helped several notable brands venture into new markets and also launch new products. Recently, Steve wrote a piece on Medium discussing the art of digital product marketing. With the dynamics of products marketing widely changing as a result of the emergence of a digital world, this article seeks to provide direction on how to successfully sell a product in such a time.
Make it simple and memorable
According to this global brand marketing consultant, in such a revolutionary time, it’s important for a business to make its marketing campaign simple and memorable. If the campaign is meant to introduce a new product into the market, Steve Lesnard advised that it should clearly mention its benefit to the consumers. In addition to this, it should also clearly state what’s new and what is better. This global brand marketing consultant went ahead to mention that a good marketing campaign for the digital world is one that seeks to elevate the unique experience that a product offers its customers. He said that successful brands like Apple and Peleton had perfected this technique in their marketing campaigns and it has made the very successful. Apple employed this technique when introducing its widely prosperous iPod to the world and is doing the same with their watches.
Make it real
Making the marketing campaign realistic is also another essential aspect of making a product successful according to Steve Lesnard. He stated that marketing teams should work on bringing their products to life by showcasing their real-life benefits. The benefits are real-life experiences that consumers can bond with. This global brand marketing consultant mentioned that if it’s a product meant for hikers, it should be put in such an environment. If its product that it is intended for finance professionals, it should also be put in that environment. Steve Lesnard mentioned that this tactic allows for the target consumers to bond with the products as they can relate the benefits to their lives.