Cool Hunters

• People who go out to actively seek what they think the newest trends will be

• Called “Trend Analysis – typically paid between $200-$500 to identify

what the next “big thing” will be

• They search everywhere from inner city basketball courts to night clubs

Cool Hunting Cont.• Many of the Cool Hunting firms report to

companies like MTV and Coke• Companies use this information to formulate

new products and to devise marketing campaingns

• Ex. Youth International (Cool Hunting firm)– determined that tattoos would be popular– Sprint lured students to a calling card promo by

including temporary tattoos in the marketing package

Cool Hunting Example• Sony used cool hunters for designing a new

walkman for young athletic users “The Freq”– design featured heavy clips, special materials and

special graphics to attract a young audience

• Agent X (cool hunting firm in L.A.)– advises entertainment industry on what movies to

make

• Right now they are giving the thumbs up to films embracing traditional community values