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Filed under: Tip of the Day
 Know why you’re tracking trends. Experts at trendwatching.com urge trend watchers to establish a goal. For promotional planners, the goal could be a better understanding of a target audience; keeping up with hot products to better motivate incentive program participants; or to find inspiration for spot-on campaigns and events. - Have a point of view. Context matters. Are you interested in trends affecting a specific market, demographic or timeline? Also keep a broad perspective. Trendwatching.com reminds trend-watchers that “you are not your own customers.” There might also be a trend worthy of note in an industry outside your specialization. For example, a luxury trend within the hotel industry can easily spill over by setting expectations of travelling consumers in a broader way. Therefore, consider pamper-intensive promotions for cruises, airlines, travel agents, etc.
- Weave your web of resources. Trend alerts are everywhere in the virtual and bricks-and-mortar world. Follow blogs. Sign up for RSS feeds from resources related to areas of interest. Subscribe to magazines or newsletters that follow trends within the industries you service. Stay observant on the streets, at the mall and when travelling. Every day you’re presented with clues as to what the next big “thing” will be.
- Fine-tune your trend framework. Keep a journal or log of every time you see a potential trend, then categorize your findings. Put it in context. For example, is there a specific age group or gender embracing the trend? Where is it happening? Is this a local or regional phenomenon? Does it relate to a specific event that’s transitory?
- Embed and apply. Experts at trendwatching.com encourage companies to leverage their trend-spotting through active product innovation and services. You too can “embed and apply” by explaining to clients key trends you think can positively affect their promotions. Rather than simply recommending a 1980s neon-bright T-shirt for an upcoming promotion at college campuses, explain why neon colors are popular right now and that the youthful demographic has embraced the trend as fashionable. Therefore, they’ll be more likely to wear the shirt and, in the process, showcase your client’s logo.
Source: www.trendwatching.com.
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