Chase is running an ad on radio promoting their debit card monitoring business. In the ad a teenager is using her dad’s debit card and buys something at Teen Hottie. Her dad, alerted to the spend by Chase (a bit big brother or maybe not), calls his daughter who tells him not to worry she has already returned the item because she has decided that clothes from Teen Hottie are “so last week.”
We are in a change driven world … more so than ever. And while some industries are more “fad driven” than others, it behooves us all to recognize that we have to stay in front of where our customers are headed. Otherwise, as my co-author in our book, It’s Not Rocket Science: Using Marketing to Build a Sustainable Business, put it so well by quoting from song lyrics, you’ll be “riding high in April, shot down in May.”
How are you staying in touch with where your market is moving? And what are you doing to make sure you innovate well enough to be there when they are ready?