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Have you seen folks wandering around downtown, staring at their phone like it was a map pointing them to a pot of gold? Or ordering pizza over a Facebook chat conversation with an awkward cashier? With some creative marketing and structuring, your SMB could be on the other side of those people’s phones. Tech fads, even if they don’t last long, are a treasure trove of cheap new customers — if you know how to cheaply capitalize on these trends. Here are our five tips on how to achieve that.

Get in early

One of the biggest indicators of how successful your SMB will be in making big gains off of a new trend is how early you get in. Fads, especially in the tech world, can come and go in no time. Be careful not to invest in resources with a long-term commitment like new logos or graphics, but instead in low-cost workarounds like special promotions and social media campaigns that put you front and center immediately. Once the popular kids have moved onto a fresh fixation, you’ll be ready to move forward without skipping a beat.

Use existing tools

How can you get up to speed quickly without investing too much in permanent resources? The trick is to hijack existing opportunities and strategies for your own message. For example, John Deere has been selling farming equipment for over 150 years, with no signs of slowing down. But with a creative combination of existing GPS technology and mobile devices, they quickly jumped to the forefront of the “Internet of Things” craze by connecting their vehicles to crop planning practices.

Participate in the narrative

So you’ve identified a trend you want to cash in on and you’ve commandeered existing tools to help sell your product. How else can you gain momentum? Social media is everywhere nowadays, and it doesn’t seem to be a dying trend. However, it’s no panacea; simply posting “We’ve got a promotion on all seasonal products #inserttechfadhere” won’t bring obsessed customers to your doorstep. Take a minute to understand the mechanics of what pulls everyone away from work, friends, and family, and show participants you’re one of them. Is it competitive? Polarizing? Take a stand or pick a team and invite customers who are “on your side” to get a discount.

Merge the fad with your business model

With a little creative brainstorming, most business models can actually integrate their product or service with a passing trend. Chatbots have been shoring up the “deep learning” revolution, and clothing retailers have come up with a really creative way to employ them to drive sales. By simply providing their chatbots with a fashion tree, the bots can ask basic questions which whittle down clothing recommendations to those that align with customers’ tastes.

Address difficulties presented by the fad

What if you can’t find a way for your products or services to directly interact with the blazing new trend? The next best thing is to provide solutions to problems presented by it. Does interacting with the popular app or activity eat up a lot of mobile device battery? Remind passersby your outlets are available for customers, or that you sell mobile battery packs. Does it require driving all over town? Remind customers of your latest car rental promotion. Sometimes just associating yourself with the trend is enough.

Not sure how to integrate your business with the latest fads? We’re the experts on all things technology related, from the most recent to the ancient. As a small- to medium-sized business owner, getting the most value out of your technology investments is crucial to getting your foot in the door and working your way toward bigger profits. From machine learning to Pokémon GO, no question is too trivial — ask us today!