How to Apply and Profit from Trends?

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How to Apply and Profit from Trends? Consumer Trend Seminar Istanbul, 2012 Venue: The Seed

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How to Apply and Profit from Trends?

  1. 1. YOU
  2. 2. THIS IS ONE OF THE PRESENTATIONS GIVEN AT TRENDWATCHING.COMS WELCOME ISTANBUL TREND SEMINAR  This presentation is exclusively for those who attended trendwatching.coms 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. Dont hesitate to email me if you have any questions, and good luck! Henry Mason Global Head of Research and Managing Partner henry@trendwatching.com
  3. 3. APPLY & PROFIT trendIstanbul Consumer Trend Seminar | watching .com
  4. 4. NOWTrend brainstorm; buy-in;takeaway trends trend Istanbul Consumer Trend Seminar | watching .com
  5. 5. 1. TREND BRAINSTORM trend Istanbul Consumer Trend Seminar | watching .com
  6. 6. APPLY! Please write these down 1. Vision 2. New business concepts 3. New products, services, experiences 4. Marketing, advertising, PR trend Istanbul Consumer Trend Seminar | watching .com
  7. 7. URBANOMICS “Why urban consumption is different: constant choice, abundance & never-ending newness make urban consumers more sophisticated, more demanding and more mature.” trend Istanbul Consumer Trend Seminar | watching .com
  8. 8. 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 trend Istanbul Consumer Trend Seminar | watching .com
  9. 9. 2. BUY-IN trend Istanbul Consumer Trend Seminar | watching .com
  10. 10. SENIORBACKING Or organizational buy-in, if you’re the top dog. trend Istanbul Consumer Trend Seminar | watching .com
  11. 11. TREND OR FAD?Products can be fads, trends arelonger lasting and won’tdisappear tomorrow. trend Istanbul Consumer Trend Seminar | watching .com
  12. 12. TREND FRAMEWORKGroup by category (macro,consumer, industry); theme(basic human needs), illustratewith innovations & statistics. trend Istanbul Consumer Trend Seminar | watching .com
  13. 13. SHARE ANDDISSEMINATE Set up a (monthly) newsletter; hold regular meetings; encourage participation. trend Istanbul Consumer Trend Seminar | watching .com
  14. 14. EXPLAIN ‘WHY?’Use trends to help you ‘frame’ your innovations. trend Istanbul Consumer Trend Seminar | watching .com
  15. 15. SHOW DON’T TELLMake it visual; hands on, mock it up, experiential. trend Istanbul Consumer Trend Seminar | watching .com
  16. 16. APPLYTRENDS LIKE YOU PLAY CARDS Don’t go all in on every trend: start small, local, cheap. trend Istanbul Consumer Trend Seminar | watching .com
  17. 17. SPEAK THEIRLANGUAGE Use data (if you must). Think ‘currents’, ‘drivers’. trend Istanbul Consumer Trend Seminar | watching .com
  18. 18. USE YOURCOMPETITORS Show as many on-trend innovations from your competitors as possible. That will wake anyone up. trend Istanbul Consumer Trend Seminar | watching .com
  19. 19. 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? trend Istanbul Consumer Trend Seminar | watching .com
  20. 20. NOW,SOME CRAFT trend Istanbul Consumer Trend Seminar | watching .com
  21. 21. GIVE IT YOURBEST SHOT! trend Istanbul Consumer Trend Seminar | watching .com
  22. 22. AND IFNOTHING WORKS Just leave and DIY. Tonight’s a good time… trend Istanbul Consumer Trend Seminar | watching .com
  23. 23. 3. TRENDS & YOU trend Istanbul Consumer Trend Seminar | watching .com
  24. 24. IN APERFECT One final question... WORLD trend Istanbul Consumer Trend Seminar | watching .com
  25. 25. IN APERFECT WORLD Q: Using the handout, circle the three trends from today that you think your company should run with as soon as possible? trend Istanbul Consumer Trend Seminar | watching .com
  26. 26. GET GOING! There’s your immediate to-do list then ;-) trend Istanbul Consumer Trend Seminar | watching .com
  27. 27. NEXTwww.trendwatching.com/seminars/participants/istanbul trend Istanbul Consumer Trend Seminar | watching .com
  28. 28. NOW LET’S MINGLE ;-)henry@trendwatching.com trend Istanbul Consumer Trend Seminar | watching .com
  29. 29. ENJOYED THE PRESENTATION? NEXT THERE IS MORE! SIGN UP! TREND BRIEFINGS TIPS PREMIUM SERVICE To receive our free monthly Read all our previous free Want to track and apply trends Need access to all the vital consumer Trend Briefings by email Trend Briefings, all the way yourself? Click here for our top trends, insights and innovations? Our back to 2002! tips. Premium Service is for you.If you have any comments, suggestions or questions then please ABOUT USdo let us know. Just email: Established in 2002, trendwatching.com is the world’s leading trend firm, scanning the globe for theANDREA THORN most promising consumer trends, insights and related hands-on business ideas. Our PremiumHead of Client Services Service counts many of the world’s leading brands as clients, while our free monthly Trend Briefingsandrea@trendwatching.com go out to over 160,000 subscribers in 180 countries. More at trend Istanbul Consumer Trend Seminar | watching www.trendwatching.com .com

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