It’s cheap, it’s tacky, it’s just another way to make money
March 2nd, 2008What’s the fastest way to entice someone into your shop to have them buy something?
Tell them they actually need it - whatever the cost.
What happens when it reaches the point that they realise that they really don’t need it?
Create a ’special day’ and tell them their loved ones need it.
It’s Mothering Sunday today, and this is precisely the sort of day which was dreamed up in the boardroom: “lets take a day that is not that important, create an array of goods aimed at that group and market it”.
Surely, the only days that should really be of any importance are your Birthday and Death-day, and if you are so inclined, your Wedding anniversary and maybe the day you got together.
Now everyone knows that these days happen every day of every year, needless to say there are no specific marketing campaigns around them, but for other days that fall on more or less the same day each year, there is a massive amount of marketing, with the worst contenders being Christmas and Easter both of which completely miss the point nowadays.
Christmas was a time when Christians would celebrate the coming of their Lord (regardless if it was around 4 months after his predicted birth), it was also a time when other religions would celebrate either the Earth or their Gods or anything they want. Now however, it is just about the only time of the year when the family will eat together.
Then there is Easter, again when Christians traditionally celebrated the resurrection of their Lord, now it is a time to receive chocolate eggs and increasingly, more presents.
Soon, Mother’s and Father’s day will go the same way.