In a modern age of social media and digital marketing, making brands stand out from the competition takes a creative approach that will capture and convince the consumer’s attention that the product they are looking for is right in front of them. For Steve Lesnard, product marketing is an art form to ensure that the brand that is being represented as creatively as possible, while capitalizing on the intuitiveness of the product itself.
In Steve Lesnard’s article, “The Art of Product Marketing in a Digital World,” Lesnard introduces two key principles for an effective marketing campaign for advertising a product. His first principle in achieving the goal is “keep it simple to make it memorable.” Keeping campaigns simple motivates all parts of the marketing team to come up with something fresh and innovative that effectively “sells” the product to the consumer what the product is about, what it can do for them, and how it impacts their life all together. The most important aspect is the “why” factor of the product, since every consumer may have a reason for wanting this product. The simpler the explanation of the product, the more convincing your strategy can be.
Lesnard’s second principle for product marketing is “bring it to life and make it real.” This principle conceptualizes the mission of a product marketing campaign on a more practical level. This answers the “how” on top of the “why” in a marketing campaign to convince a consumer to buy into the product being shown. The idea of bringing a product campaign to life relies on the visuals and the media its implemented on to convey a message of how the product works, and how the visuals relate to the product itself. For example, if you are selling luxury-brand watches, you would want the locales of your product to be just as extravagant to showcase it in any situation.
Steve Lesnard’s use of these principles comes from his experience of managing numerous marketing campaigns, as well as observation of other prominent businesses. Simplicity is key in making a successful marketing campaign.
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