Just started a new book called, “Microtrends, the small forces behind tomorrow’s big changes,” by Mark Penn and I’m struck with how his political research seems to verify my arguments about our online fan base.
…by the time a trend hits 1 percent, it’s ready to spawn a hit movie, best-selling book, or new political movement. (Penn)
According to ESPN Sports Poll, 2.4% of Americans 12+ say the Colts are their favorite team. This number has grown steadily over the past 5 years. Are we a microtrend??
The number in this chart are all taken from the book (except the Colts) to illustrate the relative size of these so called “trends”.
What is a Microtrend?
“A microtrend is an intense identity group that is growing, which has needs and swants unmet by the current crop of companies, marketers, policy makers and other who would influece societies’ behavior,” says Penn. He goes on to say that
“…America and the world are being pulled apart by an intricate maze of choices, accumulating in “microtrends” - small, under-the-radar forces that can involve as little as 1 percent of the population, but which are powerfully shaping our society.
It’s not just that small is the new big …
In today’s mass societies it takes only 1 percent of people making a dedicated choice - contrary to the mainstream’s choice - to create a movement that can change the world.
Putting all politics aside, the book seems to be about the “long tail” of American life, and therefore gives me a chance to talk - yet again - about the long tail of our fan base and its potential for marketers who “get it”.
While being an NFL fan generally, or a Colts fan specificially may not seem important compared to the other things that engage people in “intense identity groups,” from a marketing perspective I wonder why not?
Other than the NFL (which claims 70% of Americans as fans), what else in life gets us more excited or more intense than Sunday afternoons when our favorite teams take the field? We don our jerseys, paint our faces, dress up our kids and our pets, decorate our house and our cars and our offices…all for the love of the game and the support of our favorite teams.
Yet just as national politicians will miss the boat (according to Penn) if they don’t recognize the importance of these small groups, national brands media buyers are missing a huge opportunity to connect with the hearts and minds of Americans who care about their favorite teams. Instead of blasting generic product ads over the airwaves, I would suggest they consider meaninfgul sponsorship relationships with specific teams. These relationships can impact the majority of Americans on positive ways, and the relationships can be arranged very efficiently through team Websites.
Now, if only 1 percent of big brand sponsors and 1 percent of media buyers would consider what I’ve been saying about our online fan base…
For the record, not everyone agrees with everything Mr. Penn has to say. Just ask Hilary Clinton’s team: read this post
