The way that companies are now marketing their products has changed dramatically in only the past few years. The introduction of a plethora of new digital and social mediums has allowed startups and established brands to revamp how they present their products to the public. However, choosing any medium to introduce a product can actually be counterproductive if not utilized correctly. Therefore, before you greenlight any new campaigns, let us introduce you to Steve Lesnard. Steve Lesnard has worked with a variety of large brands as a branding consultant and knows a thing or two about product launches. The following are the two principles that Steve Lesnard recommends any business to follow before a public introduction.
”Keep it simple to make it memorable.”
The best product launches in history are those that demonstrated a clear and articulate message to the public. However, before that can happen, a business must first have a clear understanding of their storyline. Walt Disney always said that the most important thing to do is to get the storyline right. Therefore, picking a lane and finding a way to communicate your story to your customers is key. Apple was one of the first to do this when they introduce the Apple iPod. The product launch was during a time when many other companies where seeking to show off their technological capabilities often showering customers with details about the product. Apple chose to go a more simplistic route by simply stating to their base “10k songs in your pocket.” The campaign was a hit because it provided a clear benefit to a person simply wanting a product to put their music in.
“Bring it to life to make it real”.”
The second phase of the process will involve consumer experience. This will entail answering a variety of questions based on your product. These include how the customer will use your product, how it will look on them, etc. One of the best ways to utilize this is through video mediums. Video allows you to place the product in the hands of everyday people in order to enable the consumer not only to visualize themselves using the product but how they will look using it as well.