Avoid Marketing Trend Bandwagons

Is it a marketing trend? A marketing bandwagon? Answer: it is probably both. The problem with marketing trends is that by the time we notice them they are old news, and should at this time be listed in the “marketing bandwagon” category. In other words it is time to move forward in your idea development and avoid the already crowded marked currently riding the bandwagon wave.

It all starts when one advertiser has a clever idea and sees to it that it is executed well. Other advertisers take notice of the apparent success of the campaign and devise a way to manipulate it a bit. The marketing idea is then modified just enough so that they are not completely copying it but are shaping the idea to fit into their own strategy.

When you notice a marketing trend, it’s too late.

After this happens a few times we begin seeing a trend. Before long it seems that every advertiser is using the same idea. We have seen marketing bandwagons in markets such as athletic wear, automotive, mobile phones, sports drinks, and on and on and on.

Why Advertising Trends are Bad

Trends are bad because we have to look backwards to find them. Do not look backwards to find your future advertising idea. Sure, there is nothing wrong with looking back to see what worked and what did not. But use this information as you look forward and create the new wave of ideas for the future.

Be Creative and Original with your Advertising

As an advertiser you have to decide whether you want to try to jump into the trend before it is too late, spending your quarterly (or even yearly) advertising budget trying to catch up. Or if you are ready to push your marketing efforts further in hopes of getting out in front.

Creative professionals try to think "outside the box" in order to achieve this goal. Keep this in mind when your ad agency is pitching new campaign ideas for your company. The important thing to remember is that just because no one else is doing it, it does not mean it is a bad idea.

The objective of thinking outside the box is to find an idea that isn't being used at the time. Of course the idea needs to cover your marketing strategy and fit within your available budget. My goal is to always have an original marketing campaign.

Advertising Gray Matter

You do not want to have potential customers noticing the similarity of your advertising to another competing advertisement. Or worse, getting your ads confused with your competitors because they both have the same basic concept. This results in what I call “gray matter”.

I call it gray matter because it blends in and gets lost in the already crowded market because there is nothing distinguishable enough to make it stand out. Maybe strive for your advertising campaign to where a bright orange hat.

Avoid the marketing bandwagon and give your advertising the opportunity to jump out in front of the crowd.