Steve Lesnard is today considered to be one of the most sought-after talents in the marketing industry, his work with some of the largest brands in the world has allowed him to formulate and test some of the newly emerging digital and social mediums. Steve Lesnard states that although companies have multiple options to choose from, it’s wise also to understand how to utilize the medium properly. A company that adds a clear benefit to their product is always going to be the top brand, says Steve Lesnard. Recently, Steve was able to provide us with his two principles of marketing that can help any company succeed within these new social mediums.

”Keep it simple to make it memorable”.

Steve Lesanrd states that the most important thing a company can do in a marketing sense is to outline and articulate the benefit of your product to your consumers. Walt Disney once said that the most important thing is to get the story right and that strategy has not changed. Although the initial advice sounds simple enough, Lesnard does warn companies that this is not as easy as it sounds. Although your marketing team might be presenting you with the best avenues of communication, sometimes the best thing to do is simply to pick a lane.

“Bring it to life to make it real.”

Once you are clear about the story that your brand wants to convey, it is now time to move onto developing the consumer experience. This second principle begins by asking yourself a series of questions that pertain to your product such as “How does it look on me?” or “How do I use this product?”. The experience can be conveyed in great detail through the use of short videos. A great example of this was seen from the established outdoor company “YETI.” YETI does a great job at presenting their products to their consumers in a way that not only will show them the benefits but share with them the experience they may get from it. This is done through various outdoor ambassadors that use and film themselves using the products during their outdoor adventures.