Author: Kalah Tyler

Every few years, the World Cup captures the attention of millions of people around the world. Restaurants host watch parties, bars fill up before kickoff, and businesses that have never mentioned soccer suddenly find creative ways to join the excitement. The interesting part is that many of those business owners aren’t necessarily soccer fans. They simply recognize that their customers are invested in the event and are willing to meet them there.

The same thing happens with television shows, seasonal events, community festivals, and cultural moments that seem to take over social media for a few weeks. One summer, it might be Love Island. Another year, it could be a major sporting event, a highly anticipated movie release, or a local tradition that brings people together. Whether a business owner personally follows those events is almost irrelevant. What matters is recognizing where people are spending their time, energy, and attention and considering whether there is a natural way to be part of it.

One of the biggest challenges many businesses face is figuring out how to capture people’s attention. Marketing plans are built around increasing visibility, creating engagement, and staying top of mind with customers. While those goals are important, businesses sometimes overlook an opportunity that’s already right in front of them.

Not every marketing effort has to start from scratch.

When a major event captures public interest, the hard work of generating attention has already been done. People are talking about it at work, sharing opinions online, making plans with friends, and looking for ways to experience it together. Instead of trying to pull people into a completely new discussion, businesses can often benefit by finding a relevant way to become part of one that is already taking place.

This doesn’t require a massive campaign or a significant investment. Sometimes it’s as simple as hosting a viewing party, creating a themed menu item, offering a promotion tied to an event, or producing content that acknowledges something people are already discussing. Small efforts can often create meaningful engagement because they connect with what is already top of mind.

Many business owners assume that successful marketing requires constantly generating fresh ideas and creating entirely new opportunities for engagement. While originality certainly has its place, some of the most effective marketing comes from recognizing what is already resonating with your audience and finding a way to participate authentically.

Think about a local restaurant during the World Cup. The restaurant doesn’t suddenly become a soccer brand, and it doesn’t need to. Instead, it recognizes that people are looking for places to gather and enjoy the matches together. By providing that experience, the business becomes part of something customers are already excited about.

The same principle applies across industries. Retail stores can tie promotions to seasonal events. Service-based businesses can create content around trending conversations. Community organizations can align programming with topics people are already discussing. The goal isn’t to force your business into every trend. It’s to identify the moments where your audience’s interests naturally intersect with what you already do.

Of course, there is a difference between participating in a conversation and chasing every online trend.

Customers are remarkably good at spotting when a business is trying too hard to be relevant. When participation feels forced, it often creates more confusion than connection. That’s why the most successful examples are usually the ones that feel natural and aligned with the business itself.

A family restaurant hosting a watch party makes sense because it creates a gathering place for people to enjoy an event together. A coffee shop offering a themed drink tied to a popular show feels like a fun extension of its brand. A local retailer creating a promotion around a community festival works because it supports something that already matters to its audience.

Not every trend deserves your attention, and not every opportunity will make sense for your business. The key is finding moments that align with your customers, your community, and your brand. When those three things overlap, participation feels authentic rather than opportunistic.

At its core, this approach has less to do with sports, television shows, or viral trends and more to do with people.

Communities are built around shared experiences. People gather around events, celebrate traditions, support causes, and participate in moments that help them feel connected to one another. Businesses have an opportunity to become part of those experiences when they choose to engage in ways that feel genuine and valuable.

For local businesses especially, this can be incredibly powerful. Being present during the moments your community cares about helps strengthen relationships and reinforces the idea that your business is more than a place to make a transaction. It becomes part of the fabric of the community itself.

The businesses that build lasting loyalty are often the ones that show up consistently, not just when they have something to sell, but when they have an opportunity to contribute to the experiences that matter to their customers.

The next great marketing opportunity may not come from a brainstorming session or a carefully planned campaign. It might come from a sporting event, a television show, a local festival, a community tradition, or a moment that suddenly captures everyone’s attention.

When those opportunities arise, resist the urge to dismiss them simply because they aren’t personally interesting to you. Instead, take a step back and ask a simple question: Are my customers paying attention to this?

If the answer is yes, there may be something worth exploring.

Every trend isn’t worth chasing, but every opportunity is worth evaluating. Knowing the difference can be the key to standing out in a crowded market. If you need help identifying the moments, conversations, and opportunities that matter most to your audience, Get Fish Slapped can help you build a strategy that creates meaningful connections, strengthens your brand, and turns attention into long-term growth.