This Week's Herman Trend Alert

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  The Herman Trend Alert

September 5, 2001

Creative Marketing

With the current slowdown in business, which we believe is already beginning to turn around, companies must be innovative to sell their capacity. The same need will apply as the economy heats up and consumers are overwhelmed by opportunities to buy.

A trend we've watched with interest is the increasing engagement with spectator sports. In general, attendance at baseball, football, and basketball games is up, as is our intensified fascination with golf and tennis. And let us not forget the meteoric rise of people's attraction to NASCAR and Indy events.

Enlightened marketers watch consumers' interests and seek ways to capitalize on those interests with their products and services. Watching pop culture is perhaps one the smartest moves marketers can make. And that's just what Delta Airlines has done with their special "Fan Fares." Delta is enticing sports fans and others out of their homes and into airline seats with special weekend airfares to destinations where people may view their favorite athletes or teams in action. What an innovative approach to filling seats!

And as if that weren't enough, Delta understands that some of us are not interested in sports, but rather the arts and other forms of entertainment. During one week, Delta offered special fares to Chicago to see The Art Institute of Chicago and the Shedd Aquarium. They even listed architectural landmarks like the Chicago Board of Trade, offering a bird's eye view of the trading floor, the Sears Tower, and the former home of noted architect Frank Lloyd Wright in nearby Oak Park that provides a glimpse into the master's life and work.

So marketers, here's your tip: Look at what people are spending their money on, look at what's getting "share of mind," then look for ways that you can tie your goods and services to those interests. You'll surely sell more, but not only that, you'll be "bonding" with your prospects and customers because you'll be helping them to stay closer to what really matters to them. This concept may seem like a no-brainer, but if it is, then why aren't more marketers doing it?

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