There is no doubt that the introduction of new social mediums is changing the market landscape for business owners. Although this provides a plethora of new opportunities to introduce a product to the masses, choosing the wrong one can be very detrimental. Steve Lesnard, one of the most sought-after talents in the marketing industry states that good branding always places the customer’s needs within the marketing strategy. A successful product/service will always have a clear benefit to the consumer. Steve Lesnard has even provided us with the two principles that he implements within his own companies in order to have a successful launch.
Keeping it Simple to make it Memorable
One of the most common mistakes seen by a new company during a product launch is the amount of information they present to the consumer. Steve Lesnard states that the best product introduction always has a simple yet clear message of the benefits of the product to the consumer. One of the best examples of this principle was seen during the launch of the Apple iPod. Instead of presenting every little detail about the product, Apple’s ad simply said “10k songs in your pocket.” This presented to the consumer a clear reason and benefit for purchasing their product over the competitors.
Bring it to life to make it real.
Steve Lesnard’s second principle revolves around the consumer experience. A business owner should ask him or herself questions such as, what kind of experience do I want people to have, or how will they look in the product when they purchase it? This can all be accomplished through the right video presentation. This involves connecting customer testimonials to the product to attach emotion to the product itself better. An example of this at work was seen during YETI’s market introduction of their cooler line. They didn’t simply place an ad detailing all it’s features, instead YETI used the power of ambassadors to portray the product as the consumer would be using it during their everyday life.