56- PR and Marketing Laws – Rule No. 13: Acceleration

Many businesses have literally exploded, experiencing dizzying growth – especially online – during the pandemic. Look at ZOOM, which was almost unknown and is becoming a new verb! How does this so-called law work, and how can you make it work for your business? Number one, steer clear of fadsand instead, follow the trends – those longer-lasting ground waves. A fad is a passing phenomenon that consumers will most likely tire of. Remember how quickly hand sanitizer sold out at the start of the pandemic? Several companies started producing it, and now, many of them can’t move their inventory. Following a fad can earn you a lot of money, but be careful. No one can accurately predict when it will be over. Not to mention how hard it is to build a company that lasts by relying on short-term phenomena. Trends will give you staying power. They’re like those waves that keep rolling in one after the other. I’m thinking of some businesses that only make winter coats. They update their best products by giving them new fabrics, new colours, and a few new details. So these become the standard and get consumers’ attention – sometimes just because of the colour. Le Creuset is the perfect example of a company that follows trends by featuring its classics in the colour of the moment – but they don’t retire that cherry colour the world loves so much. PANTONE is well aware of this, and each year it unveils its Colour of the Year to great fanfare. Yes, colour is a fad, but it’s also a trend that returns every year. Are you making, say, a revolutionary new vegan outdoor cover? Offer it in new fabrics and new colours every year, and you’ll see consumers lining up. Next you might wonder how to publicize your product and your new colours. And that’s where public relations – combined with your social media – come in. Contact me for a free consultation or sign up for our upcoming training sessions. Free consultation. Join our mailing lists for useful updates:www.natapr.com.