The art of product making is one that although it seems simple enough can be disadvantaged as well. As social mediums keep evolving so is the way we market new products to consumers. Although more opportunity is presented to companies, this also means that there is more of a risk of botching your product introduction to the marketplace. A key feature of a successful product introduction is one that allows the users to see the value of it clearly. We recently sat down with global brand consultant Steve Lesnard to discuss how he goes about promoting a new product. Steve Lesnard is one of the most experienced consultants in the business, having worked with large companies all over the world. Steve knows a thing or two about product introductions. The following are Steve Lesnard’s top two principles to follow for small and large companies.
”Keep it simple to make it memorable.”
One of Walt Disney’s most famous quotes says “get the storyline right.” This is exactly the course one should undertake when choosing the story behind their product. Make no mistake; this is not as easy as it looks, the best just make it seem that way. However, one perfect example of this in action was seen when Apple introduced its line of Apple iPods to the public. Sure the device was hands down the superior product, but Apple didn’t market it like that. They simply placed a campaign sign saying “10k songs in your pocket”. That’s all the consumer needed, a simple message that was clear and showed the benefits of owning this product.
“Bring it to life to make it real.”
The next principle revolves around the consumer experience with your product. Once you have your story down, you then have to energize your medium to choose which questions must be asked about your product. Will it be the functions, how it looks on a person or how it’ll make them feel? One of the best ways to convey this is through video. YETI will often partner with ambassadors to feature their products throughout their outdoor adventures. This allows consumers to see the product in action and picture themselves using it.
In a YouTube video that is on the Academy of Art University channel, executive director of the School of Architecture at the Academy of Art University Mimi Sullivan, talks about how the university works with designing affordable housing, as well as, offices spaces and retail development. In the video that is titled: ADA principles and codes with Mimi Sullivan, she discussed with architecture students about their design work and the principles and codes that they need to follow.
Sullivan explained that design should follow ADA guidelines. The design needs to fit any mobile, visual, and auditory challenges a person may have. She also says that there are codes that architecture students should know; however, they are based by state. These codes include building codes. ADA codes and principles have been set for all architects that design buildings such as retail, restaurants, schools, and hospitals for people who have disabilities.
Sullivan suggests that the students at the Academy of Art University School of Architecture design rooms and buildings that will be useful to people with disabilities. Outlets and countertops should always be accessible for people in wheelchairs, as well as, water fountains and hand dryers. She adds that designing a building that can be utilized by everyone is mandatory. Students are encouraged to think about how their designs can be beneficial for a diversity of people.
The Academy of Art University is a school that is located in San Francisco, California. The school helps students develop their artistic abilities. The university that was founded by Richard S. Stephens in 1929 offers many different courses that include acting, architecture, fashion, animation, and visual effects, as well as, fine art. The Academy of Art University enables students to have a hands-on learning experience so they can achieve the best education about the field they are pursuing.
Boraie Development created a name in the field of real estate and property development because of its superb construction projects. The company is based in New Jersey, and they are leading the construction of skyscrapers located in the cities of New Brunswick, Newark, and Atlantic City. The executives who are controlling the operations and decision making at Boraie Development stated that they wanted to help the cities all over New Jersey to regain their economic growth which became stagnant in the last decades. One of the projects that they recently opened was The Aspire, a residential skyscraper located in the heart of New Brunswick.
The Aspire is a spacious, one or two bedrooms, studio type condominium that offers affordable units to everyone. The building has a dryer and an in-home washer for its occupants, and Boraie Development is proud to say that the building is energy efficient, and uses only a small portion of energy during the winter, resulting to a lower electric bill. The units can also be upgraded to have a balcony, and the inhabitants are satisfied with how the company decided to design the whole building with hardwood floors that are made from the top quality materials. The kitchen located in each unit is made of the most durable materials, like the quartz countertops that can be easily cleaned. The kitchen also has stainless steel ovens, refrigerators, and other appliances that are branded. The bedrooms are also carpeted to provide a sense of relief and relaxation to the inhabitants, and there is a strong Wi-Fi connection allowing everyone inside to surf the internet.
Aside from the designer units that made The Aspire one of the most popular addresses in the city, Boraie Development also revealed that The Aspire has a lot of social amenities to choose from. The lobby is open 24/7, assisting all of the customers’ needs. There is also a parking deck that provides direct access to the lobby of the condominium. Those who are conscious about their health can also use the gym and the fitness center located at the heart of the building. There are also green roofs on the 18th floor of the skyscraper, allowing the inhabitants to have a great time together. A resident club can also be found inside The Aspire, providing dining and reading options to the people. Living in The Aspire is a dream for others, and many are already securing their units because of the projected increase in the value of the skyscraper.