Steve Lesnard is a well-known figure in the sports industry and was previously a high-level executive at a major sports brand. He has decades of experience in the sports marketing industry and has successfully used big data analytics and technical marketing insights to deliver the best products to customers at the right time.
Early Years and Education
Lesnard was involved in sports from an early age, growing up in France between Paris and Corsica. Lesnard completed his business studies in France with an emphasis on entrepreneurship and international business. However, his focus in school was not solely on his studies; he still nurtured his talents and connections within the sports industry. Later, he would move to the United States to complete an MBA in entrepreneurship.
Professional Career
After his studies in France were complete, Lesnard went on to become the marketing director of Wolford, the luxury fashion retailer, in New York City. After one year, Lesnard made the leap to the place where his true passion resided: the sports industry.
His first serious role within the sports industry was for the Nagano Olympics. His responsibilities included signing professional athletes and participating in seasonal product creation. After this, he moved entirely to product creation, which he identifies as a key component of his future success. He developed products for top-level athletes and indicates that it was an amazing learning experience.
Throughout the next 20 years, Lesnard worked in various roles within the sports industry with an emphasis on marketing and general management. He spearheaded numerous Olympic marketing campaigns and is accredited with a successful management career that generated billions in revenue.
Technological Marketing and Big Data Analytics
Lesnard is no stranger to the power of big data analytics when it comes to brand marketing. There are powerful analytical tools available to marketers which can be of great benefit in any campaign. The key lies in getting the right data and marketing the product in the best way to the correct audience. Serious marketers have to consider how best to utilize such technologies for maximum efficiency. This trend will persevere as technical advances continue to proliferate. According to Lesnard, “the brand landscape is evolving really fast by bringing data through artificial intelligence and a bunch of other ways to actually help marketers and help brand market data and insights to deliver meaningful services.”
He further highlights the application of technology in the wellness and health industry, a sector which can derive significant benefits from these innovations. He states that when technology is used correctly, it can really help enhance the quality of people’s lives. It can also assist brands in improving the lives of their customers.
It’s the Customer’s World
Among other factors, Lesnard highlights that there is a growing trend in which customers are becoming more health conscious. It is changing the way that customers shop as they look for products that can enhance their well-being. He believes that exercise and mindfulness are important for a healthy and happy life and that products can be supplied to encourage these positive trends.
Customers of the modern era are clearer than ever before about what they want and when they want it. Due to this, brands will have to find out what customers are looking for and give it to them, instead of trying to create a market without fully understanding the needs of the target audience.
Customers are also expecting more from brands than any other time in history. They will not put up with dubious marketing strategies, and customer service has to be flawless. Additionally, customers want things immediately and do not have time to wait. This means that brands will have to step up to the plate and be as efficient as possible. According to Lesnard, “the rising of consumer expectation is going to continue to force brands to innovate and stay up-to-date with what consumers’ expectations are.”
Keys to Successful Marketing Campaigns
Lesnard stresses the importance of clarity in marketing endeavors. Marketers first have to establish what they want to achieve and then put in place a strategy to get there. He is a big believer in the power of video to tell stories and inspire people. He also mentions the strength of influencer marketing. This is where certain individuals on YouTube and other platforms with large followings can be used to promote a brand, though the connection has to be authentic for this to really work.
Lesnard is passionate about what he does and genuinely believes in the power of marketing to better the lives of global citizens. He has over 20 years of experience in the field of product marketing, brand building, and general management and believes that sports are a wonderful platform for both entertainment and self-development.
Listen to Steve Lesnard’s recent podcast about Instagram here: https://danielbudzinski.com/podcast/the-art-of-success-podcast/steve-lesnard/attachment/steve-lesnard-instagram-story-8/
