The art of product marketing in this new world of digital and social mediums has created a plethora of opportunity but has also produced a greater chance of being counterproductive with your product introduction. Time and time again, we have seen that companies that have seen incredible success are the ones that put the needs of the consumer first. In addition to this, they have also produced the most simplistic yet effective marketing campaigns. Steve Lesnard, one of the world’s leading brand consultants, is here to share with us the two principles that every company should follow before introducing any product or service to the market.
#1 Making it Simple and Memorable
The late great Walt Disney has been known to have repeatedly said that one should always “get the storyline right.” It is understood that the best product introductions are those that provide a clear and articulate message about the benefits of their product to the consumer. Make no mistake, this is harder than it sounds, but sometimes the best thing to do is to simply pick a lane. One of the best examples of this principle being practice was seen by Apple during its product introduction of the Apple iPod. In a time when their competition was constantly bombarding people with details pertaining to their technological superiority, Apple opted to keep their message simple and to the point. This, of course, let to one of the most successful products and campaigns in history.
#2 Make It Come To Life
After the storyline has been established, Steve Lesnard then suggests concentrating on the expected customer experience. Depending on the medium you choose, one should ask themselves a series of questions such as, how will it look on me? How will I use it and will I be able to use it in my everyday life? YETI is a great example of a company that often utilizes video mediums to provide answers to all these questions. Often they will seek the help of their brand ambassadors to use and film themselves using their products, thus providing the consumer with a visual of all the benefits of purchasing it for themselves.
Find out more about Steve: https://twitter.com/stevelesnard