Marketing in the digital age needs you to focus on the needs of the consumer given there are many digital and social mediums you can choose from. However, this wide array of choices can be the downfall of a marketing campaign when introducing a new product to consumers.
Steve Lesnard is a marketing and consumer expert who has worked with leading global brands. Consequently, he is highly knowledgeable about what can make or break a new product introduction marketing campaign.
According to Steve Lesnard, the first thing a marketing team should do is to keep it simple. New product introductions should communicate a single message, and that is what benefit it is bringing to the consumer. By concentrating on the most relevant and innovative aspect of the product in question, this should be fairly easy to do.
When Apple introduced the iPod to the world, its tagline was “10k songs in your pocket.” On the other hand, when Peleton introduced its premium spinning bike to the fitness industry, it used the tagline “private indoor cycling Studio.” The marketing teams for these industry-changing products shifted attention away from the technological advancements of the products, and instead focused on how the products were improving consumers’ quality of life. By doing so, both companies gained significant market shares in their different industries and also expanded their presence in multiple sectors.
Steve Lesnard brings people’s attention to the other thing they should focus on: making the product real by bringing it to life. Here, the marketing campaign should focus on consumer experience by highlighting what it does, how it is used, and even how it looks on the body.
To do this, marketing teams can choose from different mediums, but videos seem to have an edge over others. With videos, the marketing team can bring out a product’s best features while placing them in the right context. The team can also leverage the use of consumer testimony by incorporating it into the storyline.
Yeti used this knowledge to its advantage when it entered the traditional and established cooler business. By focusing its attention on consumers’ needs to keep drinks either warmer or colder when out in the wild, it was able to position its premium products for the outdoor lifestyle by highlighting this aspect of the company’s product ambassadors lives.