It is no secret that the landscape for marketing products is changing and changing fast. Although companies now have the opportunity to utilize these new mediums at almost no cost, the fact is that simply posting about your product isn’t enough to have a successful marketing campaign on social media. Steve Lesnard, one of the most revered figures in the marketing industry has unveiled the two principles he always follows when working with companies large and small.
”Keep it simple to make it memorable.”
Disney founder, Walt Disney always said that the most important thing to do is to get the story right. Steve Lesnard states that the best products are always the ones that have a clear benefit to them. One of the best examples comes from tech giant Apple when they launched the iPod. Although their product clearly held more features than the competition, the marketing understood that not everyone had the time or wanted to research it. Therefore, their first AD was merely a black screen with the words “10k songs in your pocket”. The AD captured was both simplistic and conveyed emotion. Another great example comes from fitness company Peleton. The introduction of their premium bike was not marketed as having simply having a high-quality spinning bike in your home but capturing the energy of New York’s best spinning classes from the privacy of your own home.
“Bring it to life to make it real”.
The second principle will focus on the consumer experience, this, of course, is after you’ve chosen the right story for your product/company. One of the first steps within this principle is to ask yourself a few questions about the product. This could include questions such as “How will it look on me?”, “What does it do?” and so on. One of the best ways that this principle has been used came from YETI, an outdoors company. YETI often utilizes its connection with ambassadors to promote their products. These ambassadors will use the product during their outdoor adventures and film it, a great way to showcase the products use but also tie in a visual emotion to it.