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How to Apply and Profit from Trends? Consumer Trend Seminar Istanbul, 2012 Venue: The Seed
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YOU
This presentation is exclusively for those who attended trendwatching.com's Trend Seminar in Istanbul on 6 September 2012. The presentation is yours to read, refer to, pull apart & present to your colleagues. Use it to successfully launch on-trend innovations of your own.
Don't hesitate to email me if you have any questions, and good luck!
Henry MasonGlobal Head of Research and Managing [email protected]
WELCOMETHIS IS ONE OF THE PRESENTATIONS GIVEN AT TRENDWATCHING.COM'S ISTANBUL TREND SEMINAR
Istanbul Consumer Trend Seminar |trend
watching.com
APPLY & PROFIT
Istanbul Consumer Trend Seminar |trend
watching.com
NOW
Trend brainstorm; buy-in; takeaway trends
Istanbul Consumer Trend Seminar |trend
watching.com
1. TREND BRAINSTORM
Istanbul Consumer Trend Seminar |trend
watching.com
APPLY!
1. Vision
2. New business concepts
3. New products, services, experiences
4. Marketing, advertising, PR
Please write these down
Istanbul Consumer Trend Seminar |trend
watching.com
URBANOMICS
“Why urban consumption is different: constant choice, abundance & never-ending newness make urban consumers more sophisticated, more demanding and more mature.”
Istanbul Consumer Trend Seminar |trend
watching.com
URBANOMICS
“Why urban consumption is different: constant choice, abundance & never-ending newness make urban consumers more sophisticated, more demanding and more mature.”
Turkish Airlines Etiler Marmaris
Istanbul Consumer Trend Seminar |trend
watching.com
2. BUY-IN
Istanbul Consumer Trend Seminar |trend
watching.com
SENIOR BACKING
Or organizational buy-in, if you’re the top dog.
Istanbul Consumer Trend Seminar |trend
watching.com
TREND OR FAD?
Products can be fads, trends are longer lasting and won’t disappear tomorrow.
Istanbul Consumer Trend Seminar |trend
watching.com
TREND FRAMEWORK
Group by category (macro, consumer, industry); theme (basic human needs), illustrate with innovations & statistics.
Istanbul Consumer Trend Seminar |trend
watching.com
SHARE AND DISSEMINATE
Set up a (monthly) newsletter; hold regular meetings; encourage participation.
Istanbul Consumer Trend Seminar |trend
watching.com
EXPLAIN ‘WHY?’
Use trends to help you ‘frame’ your innovations.
Istanbul Consumer Trend Seminar |trend
watching.com
SHOW DON’T TELL
Make it visual; hands on, mock it up, experiential.
Istanbul Consumer Trend Seminar |trend
watching.com
APPLY TRENDS LIKE
YOU PLAY CARDS
Don’t go all in on every trend: start small, local, cheap.
Istanbul Consumer Trend Seminar |trend
watching.com
SPEAK THEIR
LANGUAGE
Use data (if you must). Think ‘currents’, ‘drivers’.
Istanbul Consumer Trend Seminar |trend
watching.com
USE YOUR COMPETITORS
Show as many on-trend innovations from your competitors as possible. That will wake anyone up.
Istanbul Consumer Trend Seminar |trend
watching.com
ORGANIZATIONAL BUY-IN
What have YOU done to successfully convince or seduce senior management/ colleagues to get their buy-in or backing for a trend or an innovation?
Istanbul Consumer Trend Seminar |trend
watching.com
NOW, SOME CRAFT
Istanbul Consumer Trend Seminar |trend
watching.com
GIVE IT YOUR BEST SHOT!
Istanbul Consumer Trend Seminar |trend
watching.com
AND IF NOTHING WORKS
Just leave and DIY. Tonight’s a good time…
Istanbul Consumer Trend Seminar |trend
watching.com
3. TRENDS & YOU
Istanbul Consumer Trend Seminar |trend
watching.com
IN A PERFECT WORLD
One final question...
Istanbul Consumer Trend Seminar |trend
watching.com
Q: Using the handout, circle the
three trends from today that you think your company should run with as soon as possible?
IN A PERFECT WORLD
Istanbul Consumer Trend Seminar |trend
watching.com
GET GOING!
There’s your immediate to-do list then ;-)
Istanbul Consumer Trend Seminar |trend
watching.com
NEXT
www.trendwatching.com/seminars/participants/istanbul
Istanbul Consumer Trend Seminar |trend
watching.com
NOW LET’S
MINGLE ;-)
Istanbul Consumer Trend Seminar |trend
watching.com
NEXT ENJOYED THE PRESENTATION?THERE IS MORE!
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If you have any comments, suggestions or questions then please do let us know. Just email:ANDREA THORNHead of Client [email protected]
ABOUT USEstablished in 2002, trendwatching.com is the world’s leading trend firm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. Our Premium Service counts many of the world’s leading brands as clients, while our free monthly Trend Briefings go out to over 160,000 subscribers in 180 countries.More atwww.trendwatching.com
