According to digital marketing wizard Steve Lesnard, there are two main principles to follow when creating an advertising campaign. He says that the digital world and social media have dramatically changed how to successfully launch a new product. Companies have choices on how to market something new which is beneficial but can also be counterproductive if the ad campaign isn’t effectively managed.
He says that brands that cut through the clutter have a couple of things going for them. The first is that their message is simple. This makes the message memorable. Steve Lesnard says that when a company introduces a new product they need to be clear in articulating exactly how it benefits consumers. They need to quickly and simply say what is new and better about it. How does it improve people’s lives in the real world?
He is a big fan of Apple marketing. He points to their ad campaign for the iPod which just stated, “10k songs in your pocket”. This was very simple and effective because it told you exactly how it would make your life better. As Apple continues to release new versions of their products they use simple ads to give people a reason to upgrade to the latest and greatest.
The second idea of effective marketing is bringing a product to life in order to make it real for consumers, Steve Lesnard says. You need to craft an ad campaign that is crystal clear about how it benefits people that buy this new product. Show people in a video how it looks on their body, what it does better than anything else, and in what situations a person would use it.
His example of great marketing using this concept is Yeti who makes coolers. They used brand ambassadors to introduce people to their premium coolers and how it fits into people’s outdoor lifestyles in a clean and simple way. They convey in simple terms how Yeti’s coolers keep things either cooler or warmer while you’re out in nature enjoying an adventure. He says to show the main benefit that a company wants their product to be mostly known for.