How can entrepreneurs reach their target audience, which no longer responds to traditional advertising and PR? How should they promote their product? And what tools can they use to take their brands to the next level? Here are three creative trends that can help solve these challenges. Trend No. 1: Create an Exclusive Circle People have always formed groups—business clubs, hobby circles, income-level-based communities. In contrast to globalization and scalable successful products, people are increasingly seeking local and intimate experiences. Small events are considered more valuable than those aimed at a wide audience. In a world with a fast pace of events and large volumes of information, a consumer values the opinion of someone within their circle more. There is a demand for events that make people feel as part of a small, exclusive community. Literary evenings, home concerts, poetry readings, secret bars, group lecture viewings followed by discussions—these "meaningful" private events are currently experiencing a renaissance. So, my advice to all entrepreneurs: to promote your brand, join existing gatherings or organize offline events for your clients—such as charity dinners, poetry readings, or private movie screenings. Trend No. 2: Hybrid Formats Brands that can satisfy more than one customer need are currently winning. A striking example of this trend is multifunctional spaces: a bookstore where you can have a glass of wine or a beauty salon offering flowers for sale and takeaway coffee. Imagine you don't know what to cook for dinner. You go to the store for groceries and stumble upon a cooking master class by a chef. The store essentially satisfies two needs—offering a recipe and selling the ingredients. Think about what additional needs you can satisfy for your client. Here's an idea for cosmetics store owners and women’s clothing retailers: set up a PlayStation area for men who come shopping with their partners—and everyone will be happy. Trend No. 3: Transmedia Content Transmedia means that different content from the same project is published on various platforms, with each platform offering its unique ways to tell the story. In simpler terms, the stories are different, the platforms are different, but they all exist within the same universe. For example, Disney's "Star Wars" includes a series on Disney+, full-length movies, comics that explore secondary characters, and video games. This approach can and should be used to create a brand's content strategy. For example, you can turn a podcast into a series of posts on Telegram—for users who don’t like audio. To implement a transmedia promotional strategy, you can use niche channels and content creators who focus on specific topics. In addition to traditional media, social networks, and Telegram, products and services can be promoted through less obvious channels, such as building a personal brand on the recruitment network LinkedIn. Conclusion When developing a personalized marketing strategy, businesses should combine these three trends in proportions that depend on the shortest path to their target audience. Even if an entrepreneur dislikes TikTok, including them in their media strategy could lead to the highest conversion rates. How can entrepreneurs reach their target audience, which no longer responds to traditional advertising and PR? How should they promote their product? And what tools can they use to take their brands to the next level? Here are three creative trends that can help solve these challenges. Trend No. 1: Create an Exclusive Circle People have always formed groups—business clubs, hobby circles, income-level-based communities. In contrast to globalization and scalable successful products, people are increasingly seeking local and intimate experiences. Small events are considered more valuable than those aimed at a wide audience. In a world with a fast pace of events and large volumes of information, a consumer values the opinion of someone within their circle more. There is a demand for events that make people feel as part of a small, exclusive community. Literary evenings, home concerts, poetry readings, secret bars, group lecture viewings followed by discussions—these "meaningful" private events are currently experiencing a renaissance. So, my advice to all entrepreneurs: to promote your brand, join existing gatherings or organize offline events for your clients—such as charity dinners, poetry readings, or private movie screenings. Trend No. 2: Hybrid Formats Brands that can satisfy more than one customer need are currently winning. A striking example of this trend is multifunctional spaces: a bookstore where you can have a glass of wine or a beauty salon offering flowers for sale and takeaway coffee. Imagine you don't know what to cook for dinner. You go to the store for groceries and stumble upon a cooking master class by a chef. The store essentially satisfies two needs—offering a recipe and selling the ingredients. Think about what additional needs you can satisfy for your client. Here's an idea for cosmetics store owners and women’s clothing retailers: set up a PlayStation area for men who come shopping with their partners—and everyone will be happy. Trend No. 3: Transmedia Content Transmedia means that different content from the same project is published on various platforms, with each platform offering its unique ways to tell the story. In simpler terms, the stories are different, the platforms are different, but they all exist within the same universe. For example, Disney's "Star Wars" includes a series on Disney+, full-length movies, comics that explore secondary characters, and video games. This approach can and should be used to create a brand's content strategy. For example, you can turn a podcast into a series of posts on Telegram—for users who don’t like audio. To implement a transmedia promotional strategy, you can use niche channels and content creators who focus on specific topics. In addition to traditional media, social networks, and Telegram, products and services can be promoted through less obvious channels, such as building a personal brand on the recruitment network LinkedIn. Conclusion When developing a personalized marketing strategy, businesses should combine these three trends in proportions that depend on the shortest path to their target audience. Even if an entrepreneur dislikes TikTok, including them in their media strategy could lead to the highest conversion rates.

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