Joe Fagan

Former Soccer Star, Now Soccer Fan

August 13, 2019

Steve Lesnard Says Marketers Need To Adjust Tactics With Digital Marketing

While many traditional time-tested and proven marketing techniques can still work their magic to sell products, Steve Lesnard advises sellers that those traditional tools work differently in today’s modern selling environment.

He’s talking about the online world and digital media. That means social media sites like Facebook, Twitter, YouTube, Instagram and more. Marketing in these digital realms means that what’s old must be made new again by using them in creative ways.

Steve Lesnard is considered by industry observers and business media pundits to be among the world’s most sought-after branding experts. His work with such industry giants as Nike and North Face have made him a proven commodity in the realm of driving positive exposure for products.

Lesnard said that too many sellers today are relying on social media to do all the hard work for them. That is, they think that all they need to do is blast images and slogans for their products across Facebook and expect people to buy them just because they see them. That’s not the way it works, he said.

Steve Lesnard advises marketers to develop highly focused, extremely simple and direct messages that communicate a benefit with an almost instant mental penetration. A classic example was Apple’s famous add for its iPod. It was a single, short, clipped line that read, “10k song in your pocket.” Nothing could be shorter and sweeter but this powerful phrase was one of the most successful slogans in recent years.

Lesnard admits that coming up with just the right short and powerful benefit message can be challenging – and yet it must be done. Furthermore, it can be done. Thousands of sellers are pulling off this feat successfully every day.

Steve Lesnard’s second element of expert advice is to “make it memorable.” He said advertising slogans and promotional campaigns must capture the imagination of the target audience. It must do that in a way that leaves behind a lasting effect – something people will remember for longer than the few microseconds they encounter a product as they scroll through Twitter or Facebook.