This document summarizes a presentation given at a consumer trend seminar in Istanbul on applying emerging consumer trends. The presentation discusses identifying trends through brainstorming, gaining organizational buy-in for new concepts, and selecting three trends for immediate implementation. Attendees are encouraged to think about how trends reflect basic human needs and illustrate innovations, then share trends through newsletters and meetings to convince others. Applying trends requires starting small, using visuals over words, and considering competitors' innovations.

1. YOU

2. THIS IS ONE OF THE PRESENTATIONS
GIVEN AT TRENDWATCHING.COM'S
WELCOME ISTANBUL TREND SEMINAR
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 Mason
Global Head of Research and Managing Partner
henry@trendwatching.com

3. APPLY &
PROFIT
trend
Istanbul Consumer Trend Seminar | watching
.com

4. NOW
Trend brainstorm; buy-in;
takeaway trends
trend
Istanbul Consumer Trend Seminar | watching
.com

5. 1. TREND BRAINSTORM
trend
Istanbul Consumer Trend Seminar | watching
.com

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. 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. 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. 2. BUY-IN
trend
Istanbul Consumer Trend Seminar | watching
.com

10. SENIOR
BACKING
Or organizational buy-in, if you’re the top dog.
trend
Istanbul Consumer Trend Seminar | watching
.com

11. TREND
OR FAD?
Products can be fads, trends are
longer lasting and won’t
disappear tomorrow. trend
Istanbul Consumer Trend Seminar | watching
.com

12. TREND
FRAMEWORK
Group by category (macro,
consumer, industry); theme
(basic human needs), illustrate
with innovations & statistics.
trend
Istanbul Consumer Trend Seminar | watching
.com

13. SHARE AND
DISSEMINATE
Set up a (monthly) newsletter;
hold regular meetings;
encourage participation.
trend
Istanbul Consumer Trend Seminar | watching
.com

14. EXPLAIN
‘WHY?’
Use trends to help you ‘frame’ your innovations.
trend
Istanbul Consumer Trend Seminar | watching
.com

15. SHOW
DON’T
TELL
Make it visual; hands on, mock it up, experiential.
trend
Istanbul Consumer Trend Seminar | watching
.com

16. APPLY
TRENDS LIKE
YOU PLAY
CARDS
Don’t go all in on every trend:
start small, local, cheap.
trend
Istanbul Consumer Trend Seminar | watching
.com

17. SPEAK
THEIR
LANGUAGE
Use data (if you must). Think ‘currents’, ‘drivers’.
trend
Istanbul Consumer Trend Seminar | watching
.com

18. USE YOUR
COMPETITORS
Show as many on-trend innovations
from your competitors as possible.
That will wake anyone up.
trend
Istanbul Consumer Trend Seminar | watching
.com

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. NOW,
SOME CRAFT
trend
Istanbul Consumer Trend Seminar | watching
.com

21. GIVE IT YOUR
BEST SHOT!
trend
Istanbul Consumer Trend Seminar | watching
.com

22. AND IF
NOTHING
WORKS
Just leave and DIY. Tonight’s a good time…
trend
Istanbul Consumer Trend Seminar | watching
.com

23. 3. TRENDS & YOU
trend
Istanbul Consumer Trend Seminar | watching
.com

24. IN A
PERFECT One final question...
WORLD
trend
Istanbul Consumer Trend Seminar | watching
.com

25. IN A
PERFECT
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. GET GOING!
There’s your immediate to-do list then ;-)
trend
Istanbul Consumer Trend Seminar | watching
.com

27. NEXT
www.trendwatching.com/seminars/participants/istanbul
trend
Istanbul Consumer Trend Seminar | watching
.com

28. NOW
LET’S
MINGLE
;-)
henry@trendwatching.com
trend
Istanbul Consumer Trend Seminar | watching
.com

29. ENJOYED THE PRESENTATION?
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Istanbul Consumer Trend Seminar | watching
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