marketing – Observations and Misunderstandings

There’s a things in marketing called paying for painful consumption experiences. I heard about this for the first time a few days ago and it refers to things like boxing, triathlons or climbing. They’re not always pleasant and we potentially suffer pain when we complete them. From a marketing perspective it would be why people are willing to pay for these things and how to make them do it. How can you convince someone to not only participate in something that will leave them in pain but actively give you money to inflict it upon them.

When we think of it that way human behaviour can be bizarre. What it does suggest is that our everyday existences lack something so basic and necessary that we will go to extreme lengths to achieve it. It isn’t that we need to experience the sensation of pain, it is the affect upon the human body that experiencing this sensation has. Can we really compare sitting in an office all day or working in retail or whatever average job we may have, to being out hunting an animal for food to survive. Can we even compare it to working in a factory during the industrial revolution. The point is that after thousands of years of feeling the intensity and adrenaline of daily survival we’re now living such safe lives that we actively go out in search of this feeling our bodies have ordinarily been experiencing all these years prior. We need it. But why?

Anyone who has done something extreme like a boxing match, skydiving or climbing a rockface will tell you it makes them feel real. It makes life feel real. They know they’re alive because they feel true existence in that moment. Partly they’re finally there in the present moment. Your head cannot be in the clouds dreaming about the future, the past or dinner when you have to be fully focused on simply getting through that moment. No wonder people hunt out that feeling. You don’t get that punching numbers behind an office screen all day, and I don’t say that critically of punching numbers it is simply an example. The truth is not everybody wants a painful consumption experience. That is also fine.

But why pay for it. Surely we could just go out and swim across the nearest lake or create our own version of these extreme survival things in the nearest woods. That involves effort to set up so it is probably a bad example but there are plenty of extreme things we can do without feeling the need to pay for them or be manipulated by marketing. We put a certain type of value on things when we pay for them. In a way that is how we can create value. If it isn’t handmade or has some emotional importance the likelihood is the other determining factor is a financial one. This is society and this is how we have become programmed to get things. If we want it we pay for it. If we want adrenaline, we’re likely going to find something we can spend money on that will give us that feeling. The marketers understand. They understand us better than we do.

One particular bonus of delivering bread is that you get the opportunity to listen to a lot of podcasts. This week I discovered a new one called The Best Thing Since Sliced Bread which aims to prove or, more likely I suspect, disprove the claims behind certain fads and those made on behalf of products. They discuss things such as noise cancelling headphones, teeth whitening and 24-hour sunscreen. The two episodes I have listened to so far have been on CBD oil and caffeine shampoo. It turns out the claims made on behalf of them don’t quite stack up. The caffeine in the shampoo is apparently supposed to stimulate the hair growth but these claims it appears are not sufficiently backed up scientifically, the benefits if any are from the act of massaging the scalp and follicles. The oil was interesting because I have bought it myself in the past and was sure that while it was very subtle, there was certainly a more relaxed and calm feeling to my mind after a few weeks of use. It turns out it may have been a placebo of sorts but not that CBD doesn’t actually have that affect. Apparently to get the benefits made in the claims such as easing anxiety, depression and even heart disease you need to take a lot higher doses than the bottles can possibly prescribe. So the claims while being accurate to a degree are slightly misleading.

I heard first about CBD in random conversations, although at that point people were still talking about oils which contained both CBD and THC, the ingredient which provides the psychoactive qualities. In the last few years, coinciding especially with legalising of hemp and marijuana in the United States, CBD oil has gone viral. In the episode they discuss CBD chocolate, effervescent bath bombs and even infused leggings. I can imagine uber-hipsters wearing them while doing yoga and feeling all kinds of good about themselves. I bought some oil about eighteen months to two years ago just when people were really getting excited. I was most likely convinced to buy by all the positive stories I read on Facebook in articles, memes and others comments. Ultimately we were sharing advertising with each other, we were unconsciously doing the advertising; being both the process and the recipient. While it does provide useful services, social media is more and more becoming little other than an advertising platform. We spot the obvious sponsored posts but the smart ones are those which manage to integrate themselves into all the real ideas, science and news going around. This is just another front of the Fake News concept which in itself already feels like a tired old trope. It seems obvious and it is but sometimes it’s worth seeing and understanding social media from another angle. We’re not just selling ourselves but everything and to everyone.

Tag: marketing

Painful Consumption Experiences