Steve Lesnard, Leveraging Digital Marketing
The onset of digital mediums and networks has revolutionized the world of marketing and created better and more improved ways of marketing. Many brands and business utilize digital marketing to improve their organizations and increase their sales; however, not all do it correctly. A lot of the marketing strategies used by brands for digital marketing are counterproductive and unsuccessful. Luckily, Steve Lesnard provides insights on how one can leverage digital platforms to advertise their brands successfully. Stevel Lesnard strongly encourages brands to focus their strategies on the consumer and not the product. The marketing of the product should be centered on the customer and the consumer benefits that they can get from the product.
Steve Lesnard recommends two main principles to use when coming up with marketing strategies.
- Simplify to make it memorable
Marketing strategies need to exude simplicity and convey a message for consumers to remember. Brands that come up with complex marketing strategies for digital platforms often become unsuccessful because the message gets lost in translation. For instance, the slogan should be simple and easy to remember. One exceptional example is 10k songs on your phone by iPod which is their marketing slogan. This slogan not only relays the consumer benefits of purchasing an iPod, but it is also simple. It taps into the emotions of consumers and provides them with a set list of music to listen to on the go.
- Bring it to life
The marketing strategy needs to be real to be believable. Making the product real is done by bringing it to life. Steve Lesnard strongly advocates for the use of videos for bringing products to life. For example, Yeti positioned their products in the lifestyle of their ambassadors to show their consumers of its benefits. Through the videos, they were able to show how their products could cool and warm water for you at the comfort of your home. There are plenty of other creative ways that one can bring a product to life one of them being through the use of testimonies.
In conclusion, when looking for a marketing strategy, it is important to ensure it relays customer benefits and is creative and simple.
Louis Chenevert brought tremendous change during his tenure in United Technologies Corporation
Louis Chenevert is a renowned Canadian businessman and has held various prominent positions in his career lifetime. He worked at the United Technologies Corporation where he served as the president and the CEO. He was appointed as the CEO from 2008 and served all through till his retirement in 2014. Before he joined United Technologies Corporation, Louis Chenevert served as the president of Pratt & Whitney.
The graduate from the Université de Montréal, École des Hautes études commerciales with Bachelors of Commerce, was awarded Honorary Doctorate in 2011 from the University of Montreal.
During an interview, Louis Chenevert says that the ideas in United Technologies were brought forward by significant executives who understood the needs of the clients and were passionate to deliver. The concepts of acquisition resulted in profound change and enhanced the company’s portfolio.
During his tenure in the company, he executed various ideas that changed the face of the organization entirely. Some of his ideas included the F135 engine sole source position which brought significant change in the military. Louis also came up with the GFT engine idea which was a major success due to its noise reduction, low fuel consumption and fewer parts. Louis Chenevert also oversaw the acquisition of Goodrich Aerospace which brought significant change to the company, and it was the largest acquisition ever.
Louis Chenevert says that while serving United Technologies Corporation, he mainly focused on operational skills and talents. He believed that engineering was the part that enhanced in bringing ideas to life. As a result, they produced products that met their customer satisfaction and collected revenue and profits. Being focused and having a clear vision as a leader with the crucial working tools and adequate funds results to a significant impact in an organization.
Louis Chenevert says to be a productive and a successful entrepreneur; he applied various tactics which include skills, passion, focus and being optimistic. He further states that empowering the key executives in their operations enables the team to deliver quality services. Louis emphasizes on getting the right team to work with. He says it is essential to appreciate the work of the team and inspire them and always reward risk taking.