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Monday
December 7, 2009 Tip of the Day - Why You Should Care About TrendsFiled under: Tip of the Day Think of a trend as the miniskirt that turns construction workers’ heads on the street. It’s that irresistible trigger that can prompt a consumer to act. Likewise, a trend can be leveraged to motivate a target audience to respond to your client’s promotion. For example, imagine two promotional T-shirts both advertising the same product to young adult women. These are to be used as a gift-with-purchase incentive. The first T-shirt is a boxy heavyweight cotton tee with a one-color imprint of the brand’s logo. The second is made of a lightweight burnout fabric with a tattoo-inspired design incorporating the brand’s logo, much like the trendy Ed Hardy T-shirts being worn by celebrities. Which T-shirt would be more likely to inspire these young females to make a purchase – the one that mimics what these women view as “hot” at retail or the bland promotional version? Bottom line: When you want to inspire an audience you have to apply trends to the promotions that have been proven to get their attention as consumers. Whether it’s a hot fashion (go metallic to satisfy a desire for bling); societal direction (tie into environmental awareness with recycled products); or economic movement (appeal to consumers’ frugality with imprinted lunch totes to help them save money), you can tie your client’s campaign into a trend for better results. |
