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  Popularity is one phenomenon you can’t guarantee its longevity. The popularity of anybody and anything can wane over time if you don’t take care. There are constantly diminishing returns for anything. It is one thing to build momentum, and it is another to sustain it. Many businesses fall victim to momentum decline. The impact of declining impetus can be numerous.
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From poor sales to obscurity to total market dominance by competitors to being ignored by the market to the death of a brand, the decline in brand popularity is not something any business should witness.
  • Feed The Market’s Obsession

Always give the crowd what they want. When the market is always obsessed with one type of consumption, taste and usage of your product, feed on it and never stop. For instance, a brand is known for offering a peculiar service in a strange way enjoyed by the market, and a wise brand would continue that way. Never change why people love your brand.
  • Don’t Introduce Sudden Changes

Introducing sudden changes can be counterproductive. In a bid to introduce innovation, various companies lost their steam because the market didn’t get the whiff.
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For example, if you’re a thought leader who has built a reputation on personal development, don’t suddenly switch to becoming a sports pundit because you found it a new interest. Those who loved you as a thought leader may not extend the same love to the new you. Psychologists advise us that humans are naturally afraid of changes. If you are going to introduce something new, ensure it is according to the popular demand of your audience.
  • Remain In View

Never get off the news for anything. Use every platform available to announce your presence. Delegate a department within your company that gets the company in the information for good reasons. Companies that invest in quality PR and brand management always generate leads and hit their sales targets.
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Netflix has been able to capture the minds of Nigerians with exciting content. For instance, despite Coca-Cola’s success, it spends $ 1 billion annually on advertising. And even if you don’t have a new release, be available and engage your audience on social media.
  • Explore Negative Marketing 

To sustain popularity, you’ve got to get controversial once in a while. And of the ways to do this is negative marketing. What is negative marketing? Negative marketing is a strategy brands use to traditionally tap into negative emotions — such as fear, irritation, anger, or sadness — provoking a response from the consumer, often favouring what a brand offers or against what a brand opposes. 

Final Words

Try to sustain popularity. Without maintaining momentum, the noise of your competitors will drown you. Hence, we provide tips such as feeding the obsession of your audience, avoiding any introduction of sudden changes, remaining in view and engaging in negative marketing. Featured Image Source: The Mastering Entrepreneurship Blog
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This article was first published on 12th September 2022


Nnaemeka is an academic scholar with a degree in History and International Studies from the University of Nigeria, Nsukka. He is also a creative writer, content creator, storyteller, and social analyst.

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