MARKETING TIP #102
Trends – Who needs them?

At North Star Marketing, we are always looking for and studying trends, whether it’s in lifestyle, sales, food or manufacturing.  That’s why we participated in the 2008 New York International Gift Fair; to see what the over 2,700 exhibitors were offering. We saw new trends in design, types of products and evolving market segments; talked with editors from major publications like Metropolitan Home, HOME Magazine and House Beautiful and buyers from major retailers like Macy’s and Pier 1 while perusing the booths. 

So, why was it important for North Star to be there and be involved?  We pride ourselves on knowing what’s happening in the marketplace. In terms of public relations, it keeps our editorial pitches fresh and newsworthy. In terms of marketing and sales, it keeps us in tune with what’s affecting consumers and their buying habits.

The day reinforced the importance of trends – economic, design, lifestyle and psychographic - in all facets of business.

Understanding trends is vital to growing your professional point of view. A broadened point of view brings ideas for new business concepts, products, services and experiences. Be curious, be open-minded; ask ‘why’ when you notice something new, don’t immediately shut it down because it goes against your ‘comfortable’ thinking.

Here’s the short list of why you should be using trends in your business – whether it’s manufacturing, food or lifestyle:

  1. EVOLUTION of your company’s vision.
  2. INSPIRATION for a new concept, venture or brand.
  3. IDENTIFICATION of new customer segments, products, services and experiences.
  4. INTERPRETATION of what the market is living and looking for  – Your AHA moment.

The whole “Green” movement is one of the best examples of how companies are using trends to expand their products or garner media attention. This is also a great example of a crossover trend; meaning it reaches beyond one industry into many. More and more car companies are offering hybrid models; companies whose products aren’t inherently green or can’t be made greener are turning their production techniques or facilities greener through recycling or energy efficient methods such as North Star client Aerzen’s new state-of-the-art (soon to be) LEED certified building in Coatesville, PA; DeerPark water just made their bottles more eco-friendly; and Snyder’s of Hanover, another North Star client, uses their leftover salt to clear their parking lots.

Another of the trends that stood out was the ‘baby boom’. There were probably 250 exhibitors dedicated to the infant and children segment. Even Mariposa, a company known for its serveware was showing items suitable for children. One such item, the turtle sauce dish is being shown with their kids collection as well as with entertaining ware. A great example of using trends for the IDENTIFICATION of new customer segments and INTERPRETATION of what the market wants.

There are so many ways of learning and staying on top of the trends: trade, B2B and consumer publications, the newspaper, the Internet, blogs, talking to colleagues, attending tradeshows, following sales patterns and requests. Broaden your scope, look into other industries to see how patterns in their segment could affect yours. For example, if you’re looking for what color to make your new fold-up bicycle, look to the fashion industry, as color trends usually show up on the runways first.

Recognizing the power of trends can jettison your public relations efforts to the forefront as well. Establishing yourself as a frontrunner in using trends effectively will get you noticed and serve as another link to the ‘third party endorsement’; the implied endorsement when your product is in a publication.

Editors rely on the P.R. agencies they know will provide the content they need. North Star Marketing has been providing the content they want for over 19 years. That’s why Connecticut Cottages & Gardens, Better Homes & Gardens Special Interest Publications, and House Beautiful asked us to supply content.

Not sure how to incorporate trends into your public relations, marketing or advertising plans? Give me a call at 717-392-6982 or email me at mapiccirillo@northstar-m.com. I’ll be happy to share some of North Star Marketing’s trend insights.

Best,

Mary Anne Piccirillo
Public Relations, Director

P.S.
Join me on Tuesday, February 19 for the Get Noticed: How to Use P.R. to Survive Tough Times teleconference.  Click here for more information. 

Also, I’d like to invite you to click over to designSnap to learn about the trends and forecasts I learned while in New York.

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