Upon searching Google for “Steve Lesnard,” the eighth result on page one links to a feature by Steve Lesnard and made available to the Medium website. Written on January 28th, the title of Lesnard’s piece is “The Art of Product Marketing in the Digital World.” It is a short read.
Although a brief article, it is loaded with information. It contains advice from Steve Lesnard on how to successfully market new products amidst quickly and constantly changing digital and social mediums. Lesnard focuses on two key principles. When put to use, they help any product marketing team successfully introduce a product. If companies forgo these strategies, their marketing efforts may be fruitless.
The first marketing principle Lesnard discusses is “Keep it simple to make it memorable.” Lesnard does more than explaining how this works; he points to a real-life example of this practice being put to use. He references Walt Disney’s success at clearly communicating benefits, before taking a look at the successful iPod marketing campaign, “10k Songs in Your Pocket.” He explains that Apple focused on one single benefit of their product. In doing so, Lesnard explains that the company committed to telling a story about “simplicity and emotion at a time when the industry was racing for technical supremacy.” Today, Apples continues this strategy of focusing on single, clearly defined product benefits. Lesnard then turns to Peleton, and he looks at how that company chose to market an experience, instead of their product, a spinning bike.
The second marketing principle Steve Lesnard discusses is “Bring it to life to make it real.” Lesnard turns to the marketing successes at Yeti to illustrate this approach. By showcasing how Yeti products work, an experience is brought to life. Yeti purposely focuses on showcasing products by placement in their intended environment. The value of the Yeti product is reinforced through the use of models showing the product at work.
Lesnard concludes that companies launching a product must focus on product benefit, creative means to share that benefit and the potential use of “ambassadors” to further illustrate a product’s benefits.
Find out more about Steve Lesnard: https://www.crunchbase.com/person/steve-lesnard