Caviar’s Big Comeback – Why Your Business Needs to Stay on Top of Trends

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Until recently, caviar was relegated to the past – associated with a more formal era of social gatherings where guests sipped vintage champagne from crystal flutes. But if you’ve been paying attention, you know that caviar is back in a big way, with a new image and a new generation of enthusiasts!

While millennials were identified with the much-ridiculed avocado toast, members of Gen Z are clamoring for caviar. So why should this matter to you, if you’re the owner of a small business? Well, if you own a gourmet shop or specialty grocery store and don’t know about caviar’s new surge of popularity, you’re probably not promoting it – or the foods that are paired with it – which, of course, means you’re missing out on a lot of business!

Why Gen Z Loves Caviar – A Brief History

But first, let’s back up to how fish eggs became a Gen Z rage. It shouldn’t come as a surprise that it all began on TikTok. Glamorous influencer Danielle Zaslavskaya – whose family just happens to own Marky’s, renowned purveyor of caviar and other gourmet foods – posted a TikTok video of herself preparing a snack of bread and butter topped with caviar, and caused a sensation.

Cut to an episode of “The Real Housewives of New York City,” in which Erin Lichy served up caviar with Pringles at a catered get-together. The craze took off, with Pringles wisely capitalizing on it by partnering with The Caviar Co. to launch the Pringles’ Crisp and Caviar Collection – sold in upscale packaging that would be appropriate at any cocktail party in the Hamptons.

What You Can Learn from Pringles

Although our humble blog usually stays away from topics involving big brands because they typically have little to offer that’s of practical use to small business owners, there are valuable lessons to learn here.

First, Pringles’ marketing department recognized a great opportunity and ran with it. The unique pairing introduced millions of TRHNYC viewers to this snack idea, creating a sudden demand in both the chip and caviar. So why not sell both in a cool package? Returning to our earlier-mentioned possibility that you own an independent gourmet market that sells caviar and chips, crackers, bread, etc., that caviar can be spread upon, you can capitalize on the trend in your own way. Post TikTok videos of you or a team member preparing appetizing-looking caviar treats. Ditto for Instagram. Post videos with brief descriptions and demos of the different types of caviar you carry, with serving ideas. You’ll raise awareness of your business and stand out from the competition.

Assuming you own a different type of business, the same lesson applies. Make sure you stay on top of trends! Who ever expected caviar – that symbol of old-school luxury – to be wildly popular among consumers under age 30? Yet it happened, and those who followed social media and pop culture were ready to profit.

Which leads to our next lesson. If you don’t have the least amount of interest in TikTok – or flat-out dislike it – you literally can’t afford to ignore it. The truth is, Gen Z is in ascendancy, and TikTok is its social media platform of preference. Our blog post – “Marketing to Generation Z – Is This the End of Business as Usual?” – covers the traits and values of this generation in detail.

Any business that fails to recognize and adapt to each generation as its members become adults and develop their own buying preferences and habits will ultimately fail. If you miss out on one trend, it may seem like no big deal. But you then risk falling behind the times. The ultimate outcome: your current customer base will eventually dwindle, without you having taken steps to attract new customers.

How to Capitalize on Trends and Keep Your Business Relevant to New Customers

We know that running a business requires a lot of focus on day-to-day matters, but taking your eyes off your spreadsheets for a few minutes a day to check in on social media topics and trends can improve your bottom line!

Curt del Principe – user acquisition manager for HubSpot’s Blog Network – provides the following words of wisdom, listed verbatim:

  1. Don’t ignore social media.

45% of Millennials and 39% of Gen Z preferred to learn about products through social media, according to HubSpot research.

  1. Don’t ignore Gen Z.
  1. Mind the memes.

Trying to predict what will go viral can be as slippery as an eel, but you should keep your eyes on what’s already trending. You never know when you’ll find your Pringles moment.

The Take-Home Message and Our Blatant Self-Promotion

Keeping up with trends on social media – especially TikTok – can give your small business a competitive edge if you’re able to capitalize on them. At the very least, you’ll be attuned to the buying habits of Gen Z, and adapt along with its members as their preferences continue to change over time.

While this ability is valuable, it isn’t all you need to do to help your business succeed! Having an up-to-date optimized website – be it new or redesigned, an SEO strategy, a social media marketing strategy and PPC advertising are also essential. Since you’re busy running your business, let our experienced team at Virtual Stacks Systems do the rest! Every small business is unique, and so are our solutions! Contact us to get started.

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