Marketing, is lying with permission.
Marketing is by design, a way to sell you something you don’t need.
It’s sole aim is increase benefit for the person/business using it.
When you are faced with/tempted by marketing, ask yourself what is the benefit the marketing is trying to achieve?
A “farmers’ market” springs up, once a month, in a nearby town.
Marketing buzzwords and phrases abound, such as “local produce” – “supporting the local community” – “fresh” – you know the score.
It’s so good to get locally made/grown produce isn’t it?
One stall provides a selection of mushrooms, fancy, flash back drop under a marque, with nice clean marketing buzzwords and graphics to lure you in, to have a look and to persuade you to buy.
Many do, but are they getting what they were told they would if they part with their hard earned money?
“Local” – Define local? 20 miles away? 20 minutes away? – This “local” mushroom seller brings their produce from over 40 minutes away, by car, down two motorways. They know nothing of the area they are selling in, other than they can hire a stall here. To them, “local” is a three quarters of an hour/70 mile round trip drive away, to a town they know little about.
I wouldn’t call this “local” – would you?
“Shop local”- “Support your local community” – As we have established, local is misleading, but supporting your local community?
How can a person/business that lives, has their business two counties away, selling their wares in my town, be supporting my community?
I suppose they are paying a £20 fee for the stall, which goes back to the local council. But once this £20 fee has gone through the agents working for the council, had tax paid upon it, very little goes to the council.
Bringing in tourist trade/visitors to the area? Possibly, but even this is stretching it at best. Once a month at most, for a nominal number of visitors, on a Sunday in a sleepy small town is hardly going to fund much. Most of the local high street independents are closed anyway, so the knock on effect of new purse strings for local businesses to sell to, is non existent.
“Local community” – I doubt very much, that many locals will have the money or inclination to go out and buy a selection of fresh, farmed wild mushrooms.
“Fresh, farmed wild mushrooms” – “Fresh”? This marketing implies that the mushrooms have not been frozen, or kept refrigerated, which as we will see soon, is totally false.
“Farmed”? A visit to their little website (which can be bought, set up and run for around £13 per year), promotes pictures of leaf strewn forest floors with wicker baskets, forest trees in the background on almost every page, packed full of freshly picked wild mushrooms, even down the strands of grass on them to imply they are freshly picked from the forest floor. This is marketing.
The reality, compared to the company marketing, couldn’t be more different!
Five minutes looking on their own website, displayed the truth.
Their “wild” mushrooms have never seen a forest, not ever, let alone a wicker basket or grass.
They start out from blocks of fungi imported from the Netherlands, processed in a sterile factory unit and then chilled in storage and transport to the UK.
The mushroom company you are buying from, via their “farmers’ market stall,” grow their mushrooms from this fungi in an industrial unit in a city miles away from your area.
Their sterile facility only has artificial light, controlled temperatures and the “wild mushrooms” you see before you on the stall, have been stored in chillers, transported in chillers and any unsold on the day they turn up at your “local farmers’ market” will no doubt be returned to their chillers, to sell at another “farmers’ market”, for an over inflated price, while being labelled as “fresh” and “wild”.
Grown under artificial conditions at every stage. How is this not misleading and lying to people?
You may disagree with my example?
You may think my example is innocent marketing to promote a product?
You may believe that there is nothing wrong with this approach?
I see this happening on an industrial scale every single day, with millions of products.
Supermarkets’ fake farm names on labelling.
Fruit and veg sold as “fresh” when it can be any age up to a year old.
It is marketing, which is legalised lying with permission.