Friday, April 03, 2009

How Marketers Define "Convenience"


Marketers, always ones predisposed to put a positive spin on things, define "Convenience" a major attribute in packaged goods categories as, "time saving." Sounds good and irrefutable right? Well, at least we've all been conditioned to believe that this is true.
As SIEMENS defines convenience: Convenience enables the automation of the routine functions around the home to improve your comfort and enhance your lifestyle. Sounds like Siemens intends robots to take over every humanly function so that our brain cases become gelatinous gobs of goo. Insidious.

The truth is, "convenience" has conditioned us all to become "lazy" and poor "time managers." Why exercise those muscles when I don't have to. I have these "convenience" items to get me over the hump?

Everyone that's truly good at what they do has a mentor that makes them better. Donald Trump found a mentor when he wanted to air The Apprentice in founder/director of Reality Series Survivor - Mark Burnett. Tiger Woods found a mentor in his father. Each was a time manager.

Hey consumer, you can't do it alone, so don't rely on marketers. If you are a consumer find products that make you work your physical, emotional and mental muscles, that make you manage your time. Make your family your mentors. Take time, make time to bake those cookies from scratch. By forgetting how to use these muscles, the products that champion convenience made us weaker time managers, weaker organizers, weaker, weaker. And that's what's ruined the American economy today. Weak Americans bred by America's spin doctoring convenience marketers. Bad medicine.

We don't have time to relax. We don't have time to relax because we don't use our time wisely. It's relaxing to mix up a cake batter - from scratch. It's relaxing to make a meatloaf. Buying it premade in the refrigerated section of the grocery store only makes you rush on like you don't have time to the next thing. Get convenience, get relaxed, make it from scratch. Quality living and time management is the best convenience. And it's not so hard once you try.
Marketers, look out for the trend against "convenience" in the growing age of responsibility and accountability. Time, is the only commodity we can't get back - consumers want to spend it wisely, so make it a quality time experience. A good opportunity if you're someone like Gold Medal Flour.

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