Are you one of the thousands of brands looking to create the next big thing? Join the crowd, but at least you’re not alone, and it starts by understanding audience trends. As marketers and communicators we’re always on the lookout for something new and exciting.
One of the biggest issues I see with clients is that we’re often not looking far enough ahead. We’re focused on the here and now, which is a natural tendency. I get it, we know what we’re dealing with and what we have to offer in this moment. Sometimes, we get reminded that we need to refocus on the future.
The recent emergence of “summerween”— a playful trend of early Halloween celebrations— is a perfect example of how brands are tapping into seasonal excitement far ahead of time. Let me remind you that we’re in July! School isn’t back, Fall is a distant thought, and the Pumpkin Spice Latte isn’t close to making its annual emergence.
So, let’s explore how brands can understand and influence audience trends. And, let’s focus on early timing, shifting expectations, trend creation, idea generation, and effective communication.
Halloween may be five months away, but retailers like Michaels, Costco, and Home Depot are rolling out decorations and costumes.
This early push illustrates that it’s never too early to tap into the enthusiasm of consumers who are eager to embrace something like the spirit of a holiday. By launching Halloween products in July, these retailers are not only meeting the anticipatory excitement of their audience but also extending the Halloween season, encouraging early purchases, but just as important, authentic engagement.
Of course this is not an accident. You don’t just throw merchandise up on the shelf that was sitting in the back – ok, maybe Costco does. What I really love about this is that it shows they were watching trends and understanding the data. They saw this coming and they were ready.
This strategy hinges on understanding one thing. Consumers relish the opportunity to immerse themselves in festive experiences long before the actual date. This is especially true in times of uncertainty, like election years.
For brands, the key takeaway is that by recognizing and responding to this eagerness, they can create a sense of anticipation and excitement. The success of “summerween” illustrates the power of early engagement in setting the stage for ongoing engagement.
It’s no surprise that consumer behavior has become increasingly unpredictable. With so many sub segmented audiences, all with unique priorities, brands are often caught off guard by sudden shifts. This makes understanding audience trends one of the trickiest things in marketing and communications.
We all remember COVID, and what those shifts looked like. Since I’m a Peloton subscriber, it was intriguing to watch as the brand came into favor throughout COVID. But, look at what’s happened since.
Gyms have opened again, people are back working out together, and the novelty of the Peloton brand has waned a bit. Although Peloton has started a comeback, so let’s see what happens.
There are plenty of examples that highlight how consumer expectations can change rapidly, influenced by factors that brands have no control over. It also illustrates how brands need to remain flexible and aware, continuously monitoring market trends and consumer sentiment.
Understanding these shifts allows brands to adapt their strategies and offerings, ensuring they remain relevant and appealing. And if you’re one of the smaller brands reading this, the plan may look different, but the needs are the same.
Whether it’s through the analysis of sales data, social media trends, or consumer feedback, staying on top of these changes is crucial for any brand aiming to meet and exceed consumer expectations.
No, I’m not talking about the latest TikTok dance trend, although brands are starting to get in on that as well. Brands are often the brains behind the latest trend, if only because they are monitoring expectations and introducing solutions daily.
The iconic Starbucks Pumpkin Spice Latte (PSL) is a quintessential example of a brand-created trend that has become a cultural phenomenon. Introduced in 2003, the PSL was one of the first seasonal offerings that not only became an anticipated part of the autumn season but also inspired a whole genre of pumpkin spice-flavored products.
Starbucks created a new seasonal tradition, and today, the PSL’s return is awaited by millions of fans each year (I promise there’s no judgement here).
And then of course there are examples that have a much deeper meaning, but when you look at them, you can see how brands have leveraged the trend to create new trends. Take “Black Friday” shopping as an example. Originally introduced as a way to stimulate spending, it’s become perhaps the biggest trend of the year.
This is in part because brands have introduced new ways consumers to take advantage of Black Friday sales. First it was “doors open early,” followed by “midnight sales.” Now Black Friday is a multi-day event that offers extended engagement with consumers.
This just demonstrates that brands can not only tap into existing trends but also create new ones that become ingrained in consumer culture. For brands looking to create trends, it’s important to understand the unique aspects of your offering that can resonate with consumers and how to build a narrative around it.
By understanding audience trends, you can set the stage for a new tradition or ritual that your audience looks forward to each year.
There’s a common theme here, which is you have to have the data and know what’s going on. To identify opportunities for creating trends, you should always be on the lookout for what’s new with consumers or your audiences. Think about their interests, unmet needs, or issues they face daily. This involves keeping a pulse on various sources of inspiration, such as pop culture, social media, and global events. For smaller brands, sometimes it’s just paying attention to what your customers are telling you.
For example, monitoring social media conversations can reveal emerging topics that indicate a growing interest in a particular theme or idea. Or maybe the inspiration comes from your teams. Attending industry trade shows or following industry influencers can provide insights into what’s next in your field.
However you get the data, just get the data. Look at consumer surveys, focus groups, new product research, trends analysis across social media, or just hop over to Google and do some searches. Google Trends is a great place to start when looking at what’s happening in your industry.
Understanding what your audiences are saying is important, of course, because at some point you need to communicate to them.
Once you’ve identified your opportunity, effectively communicating it to your audience is pretty important. I could spend all day talking about how we should communicate a new trend or opportunity. We’ve talked about this topic a few times on this blog, so check out some of these:
Dive in to some of those articles and start creating your plans. But here are a few things to remember.
First, start by creating a strong, cohesive narrative that connects your product or event to the broader trend. This is an emotional play for your audience’s attention, so use storytelling to evoke emotions and highlight the unique aspects of your offering.
Next, you want to put it everywhere, so utilize a multi-channel approach to reach your audience. This is where the Spin Sucks PESO model approach comes into play. Leverage shared media (social media) channels, owned media channels like blogs and email marketing, earned media initiatives like influencer partnerships (yes, this can be earned media), and even paid media if you have the budget.
Each channel can be used to build momentum in different ways, but they all serve a strategic purpose in getting your news and brand in front of your audiences.
Finally, invite your audiences to be a part of the trend. Whether it’s through user-generated content, testimonials, or a new TikTok dance, invite them to be a part of the excitement and encourage that authentic engagement.
This not only amplifies your message but also creates a community around your trend, fostering a deeper connection with your brand.
