Do trends pass us by?

Chris Jones is founder of the Knot Agency Chris Jones is founder of the Knot Agency

The World Cup is now a distant memory for most of us, writes Chris Jones. However, during the course of the tournament the England success captured the attention of the country and created a truly trending event, even amongst those not interested in football.

Thinking back to the wide variety of marketing carried out during the competition made me question whether as an industry we have been a little guilty of allowing trends to pass us by, missing potential business growth opportunities?  

How do you create a buzz for your business, riding the wave of a trending hot topic?

Task one is to identify relevant trends. They come in all shapes and sizes and are not necessarily marine related. Global events, local events, news stories, competitions, catchy brain teasers and more, all have the potential to become a trend. Maybe even a viral one.

Task two is to get involved. Use the trend to initiate engagement with your potential customer. Your activity doesn’t need to cost a lot of money and it doesn’t need to be complex. Host an event to bring people together, offer a special deal to add bonus value, run a related competition or create a themed window display if you have good passing footfall.

Task three is to leverage social media, going beyond the standard #mondaymotivation tags.  Create keyword rich responsive content which taps into the trending topics. Make sure you use the relevant # tags to be found.

Combining trending topics with your existing marketing plan is a cost-effective way to give it an extra boost.

Chris Jones is founder of the Knot Agency

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