How to Anticipate Marketing Trends

Have you ever wondered how brands are so quick to jump on a trend? I know I have! But then I realised if they can do it... surely, so can I.

Big Brand Trend Strategy

When investigating how big brands hop on trends, what I uncovered was far simpler than expected. Firstly, a lot of trends that hit big, can be anticipated. Secondly, you have to be reactive. Meaning, thirdly you need to be flexible in your approach ALWAYS!

Knowing your audience well, will give you an insight into what external content you could add into your own marketing mix. Huge trends from this year that you could of anticipated include: The Oscars, Superbowl, and Met Gala.

Look forward to things you know are going to happen, that will interest your audience and likely to be trends, Think: movie releases (remember Barbie), new TV seasons (hello Bridgerton), annual events (sporting, fashion, film etc.). Two biggies just around the corner, the Euros and Olympics.

When you know something is going to happen, you can plan to be reactive.

Plan to be Reactive

Being reactive is a key marketing skill. Not just when it comes to leaping on trends. But for changes in your marketplace, budget updates, supplier delays, just to name a few examples.

This is why I will always advocate flexibility in every marketing plan.

How Does a Flexible Marketing Plan Look?

It's layered!

Layer 1, is a constant:

Consisting of the stuff you know will happen (products and services you're currently selling). You can plan a whole 12 months of this, you won't use it all, but it's there as a buffer.

Layer 2, is new:

What stuff do you want to happen (product/service launches). You will have an ideal time for this to happen, but things don't always go to plan. So, you pick up on layer 1 again, because you've got 12 months of goodness there.

Layer 3, you don't even know:

This stuff you don't even know about yet (trends/news). Yes, you can plan for this by not being set in stone. And be predictive with what is happening in the months to come.

Don't be afraid to deviate from layer 1 when the perfect marketing opportunities present themselves.

Be ready to jump!

Like this, sign up to my newsletter: https://www.lka-marketing.co.uk/email-sign-up