Marketing and research companies used to be in the business of holding a magnifying glass to human behavior and reporting on what they see in real time.
But the accelerated pace of living calls for more of a crystal ball approach, developing new ways to identify future trends and putting them into a larger context for companies.
Pittsburgh-based Campos Inc
is taking on this brave new frontier, putting its 26 years of research experience to work by establishing a sourced library of trends to help small and medium-sized companies stay ahead of the curve.
“Large companies have access to this information today, but small to medium-sized companies do not,” explains Yvonne Campos, founder and CEO of downtown-based Campos. “Everything is turning so quickly. It’s not about what research looks like in the future, but where can we add value for clients in a bigger space.”
Few companies have the time or resources to hire “trendspotters” or do their own trend analysis. Equipped with the knowledge of these emerging trends and how it applies to them, Campos hopes to help companies determine the most effective strategies.
For example, businesses might consider showing their appreciation to customers who regularly patronize their coffee shop or restaurant by knowing and understanding their expectations before they walk through the door.
When a retail store receives a new shipment of a customer’s favorite designer, why not contact them and give them an opportunity to be the first in line?
The future of marketing is about “earnable trust” and “presumers,” new terms that are about giving consumers more of what they want. Companies need to earn their customers trust by doing things like locating in and supporting centers of urban activity and involving consumers with products and services before they launch and go mainstream.
“The idea is how can you make my life easier,” Campos says. “It’s all about corporate responsibility. Companies should be thinking not how can I sell to you more, but how can I make the consumer’s life easier.”
Writer: Deb Smit
Source: Yvonne Campos, Campos Inc