Steve Lesnard on How to Market Your New Product Effectively in the Digital World

New digital as well as social mediums are changing how new products are marketed. According to Steve Lesnard, brands need to place consumer needs at the center of their strategy to be able to use these mediums to their advantage. When you’re looking to push your new product to the market, you need to make sure tailor successful product introductions which highlight the value customers will get from the products. The following are key principles from Steve Lesnard to help you in marketing your new product.

  1. Keep it simple

Keep it simple

According to Walt Disney, getting the story line right is very important. You will want to keep your product introduction simple to make it more memorable. Best product introduction contain clear consumer benefits as well as highlights of what is new and better. Simplifying it enables teams to focus on few most relevant and innovative features to communicate.

A good example of an effective marketing strategy is the iPod campaign’s “10k songs in your pocket”. In the campaign, Apple focused on a single and simple benefit to push the product in the market. It appealed to masses to get the new solution that would enable them get music on the go using simplicity and emotion when the industry was on the technical supremacy race. Apple has continued to use the strategy to push the features of their products in the market. It keeps product descriptions simple while giving consumers a reason to upgrade. Another great example of simplicity is how Peleton transformed the Fitness industry by providing a “private indoor cycling studio” in your residence. It appealed to consumers because they could relate to the simple idea of having the best New York fitness class right in their living rooms.

  1. Bring it to life

Bring it to life

Once your story line is crystal clear, you now want to bring the experience you want your customers to have to life. All the details about looks, what it does, and how to use should presented in a manner that cuts through, and energizes the medium you’re using. Additionally, you will want to bring customer testimony to your story line.

When you are thinking about the most effective marketing strategy for your new product, Steve Lesnard suggests to look into the consumer benefit you want to be remembered for, immersive and creative ways to bring it to life and ambassadors to broadcast your massage.

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