Steve Lesnard on Using a New Product’s Storyline to Introduce It to the Market Successfully

The art of global brand marketing in the new digital age is no longer as straightforward as traditional marketing used to be. With the adoption of digital and social media platforms, Steve Lesnard can attest to significant changes in strategies used to introduce new products to the market. However, these strategies can prove counterproductive when not used properly. At the heart of product introduction are two key principles in getting the whole process right by articulating the clear benefits and value addition to consumers’ lives.

The first step is keeping it simple by getting the storyline right to make the product memorable. This process may sound easy but outlining what is fresh and superior while highlighting clear benefits to consumers who are not conversant with the given product is not that simplistic. To deliver on this aspect, marketing teams should pay attention to the most relevant and innovative aspects of the product they want to communicate.

To Steve Lesnard, Apple offers one of the best examples in this regard using its advertising slogan promising to put more than ten thousand song in a user’s pocket. The company cut to the chase by focusing on the exact value to the consumer, setting apart the iPod as the go-to product when other companies concentrated on highlighting complicated technical advancements, not of interest to potential clients. By showing those seeking to enjoy their music on the go how to do so in a convenient manner, the iPod proved to be the exact product such consumers were looking for.

The other principle revolves around making the product real by bringing it to life. Here, the focus is on consumer experience — the best way to do this tying the product’s storyline to the right context using different media. Here, the use of videos is a great idea since not only do they allow you to highlight the product’s best features using today’s vibrant and dynamic marketing tools, but they also leave a lasting effect on potential customers’ minds. Brands can make this better by highlighting consumer testimonies.

Steve Lesnard urges you to take a look at Yeti in this case. Yeti joined an already established market but still broke through the industry by connecting the use of its coolers to the outdoor lifestyles of its products ambassadors. These ambassadors were keen on either keeping their drinks cooler or warmer for longer. As such, the company struck a chord with other consumers who were looking to solve the same problem.

For any new product marketing campaign, using creative ideas to bring the product to life while highlighting the clear benefit to the consumer, and directly linking it to an ambassador’s way of life, will almost always guarantee you success.

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