Steve Lesnard is a big proponent of two important ideas in digital marketing for new products. One is keeping your message simple but memorable and the second idea is to bring your message alive to customers by personalizing it. This has always been important but it is, perhaps, much more so in our digital world. We communicate in new ways and so advertisers need to alter their methods as well. Marketing needs to fit around social media by focusing on the individual consumer.
Peleton is a company mentioned by Steve Lesnard in connection to the first idea, a simple but memorable message. Peleton makes and sells exercise equipment. When advertising their stationary exercise bikes, they did not talk about the features or components of the product. Instead they emphasized bringing the energy and excitement of a spinning class to the comfort of your living room. The idea of convenience is powerful in our fast paced world. Customers are much more likely to be reached by a message of convenience than from a simple description of a product. Another great benefit of this is that this simple message can be extended to a range of products including other fitness equipment, different sports, or even fitness apps. This ensures that products are much more exciting than what they are at their base. Instead every product fits neatly into the consumer’s life, enriching and enhancing it.
The second idea, connecting products to consumers’ lives and personalizing it, is done through a number of ways. One way is appropriate product placement. Advertisements and marketing can be made much more relevant by the smart use of social media. Perhaps exercise equipment is advertised in relevant groups, or close to certain topics. Another way is to use customer testimonial. What is their story and how is it similar to other clients? Another aspect is to focus on specific features, the most relevant and exciting. What do you want your company to represent? What is the message you want people to remember when they hear a specific brand name?