Steve Lesnard Understands Digital Marketing

Steve Lesnard is a graduate of Babson College where he attained a Master of Business and Entrepreneurship and a Master in Business Administration. He has held a number of successful positions in global marketing, including General Manager and Global Vice President for Nike, giving him first hand experience of how to market products in today’s digital world.

A company’s ability to understand how their products will add real value to customers’ lives is what Steve Lesnard sees as the starting point in creating products. An understanding of what kind of customers are being targeted is also essential.

Steve Lesnard has defined two key principles that will lead to successful marketing. First of all it is important to keep the message simple and memorable. This is not as easy as it may sound and why talented marketers are so valuable. Highlighting how the product will benefit the customer, especially in new ways that will attract the consummer’s attention, is what will lead to sales. When Apple used “10k songs in your pocket” to advertise the iPod, it certainly caught peoples’ attention in a way that made them invision themselves with music always with them on the go.

The second principle that Steve Lesnard values is to bring the product to life by making it clear how the customer would use the product, how they would look using it, how others look using it. For this phase of advertising it is so important to pick the right people to broadcast the message. Using famous people who relate to the age groups in question, as well as praise from consummers in general, are just two ways that the digital age can get the message across to customers in ways that static advertising through magazines and even today’s television cannot match.

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