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StitcherWe’ve all had that moment when an advertisement passes by, and our mind goes, “I definitely need that,” thanks to how effective and well-thought-out their marketing is. But they will always be what they are meant to be—strategies designed to influence us to spend. It’s not evil, but it’s definitely costing us something. In this episode, Jen and Jill reveal the fascinating world of marketing and how a simple product can transform into a necessity or more so, a luxury.
Marketing isn’t evil, it’s knowing when you are being engineered to manufacture desires.
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- Bacon & Eggs. You might take it for granted, but bacon and eggs are not originally breakfast food. Did you know that outside of the U.S., bacon and eggs aren’t really eaten for breakfast? This episode was inspired by bacon and eggs because their popularity didn’t happen accidentally. It was a carefully crafted marketing campaign by Edward Bernays. Bernays’ strategy was to convince the public that a larger breakfast was healthier and more energizing. He had his agency’s doctor write a letter to 5,000 other doctors, and the doctor’s response was published in newspapers. The campaign was successful, and bacon and eggs became a standard part of the American breakfast. We talk much more about how marketing impacts what we think we love in our new book, Buy What You Love Without Going Broke, which is available for pre-order!
Check out some relevant episodes
It All Starts with Marketing
Many things we now consider everyday needs were once part of carefully crafted marketing campaigns, whether the food we eat or the products we buy. This article by BuzzFeed looks at some surprising examples of how what we think of as ‘necessities’ started out as marketing campaigns—and how they’ve become ingrained in our daily lives.
Marketing Made Us Do It
Jill introduces the topic by how Edward Bernays used marketing to persuade women to smoke, linking it to the suffrage movement and branding cigarettes as “torches of freedom,” which made smoking more acceptable for women. Then there’s Gillette’s Milady Décolleté campaign, which made shaving armpits and legs a beauty standard. And how the Miss America Pageant started as a marketing tactic to bring people to Atlantic City, not as the prestigious event we know today.
Marketing later also extends to people in relationships. Before, diamonds weren’t typical for rings until De Beers created a campaign establishing that an engagement ring should cost two months’ salary. Wedding registries, introduced by Marshall Field, also further shaped consumer behavior in wedding traditions. Jill also points out how the Barbie movie, disguised as a General Motors ad, relates Oprah’s famous car giveaway as a major GM promotion.
The Psychology of Food Marketing
From packaging to ads, companies seem to have perfected the art of appealing to our senses and influencing our food choices. Jen reveals that the Thanksgiving tradition of green bean casserole originated in 1955 when the Campbell Soup Company created the recipe to improve sales of their Cream of Mushroom soup.
The Michelin star concept was created by the Michelin Tire company as a marketing strategy to encourage road trips and tire sales. The stars initially signaled which restaurants were worth traveling for, and the concept evolved into the prestigious dining guide we know today. Then there’s the Coca-Cola Company, which shapes Christmas traditions by featuring Santa Claus in holiday ads in magazines to solidify their brand’s association with the festive season.
What’s something that you think desperately needs a fresh marketing approach?
Jen thinks it’s nature’s candy—dates—for her sweet tooth! And for Jill, the service industry needs to be valued and appreciated more.
Bill of The Week
Thank you Avery for sharing your bill about your daughter turning 1—and giving birth for only $700!
Thanks so Much for Listening!
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one of my faves
this is one of my favorite podcasts. Not just one of my favorite ones about budget and finance but overall these two keep it real, our super authentic, and are extremely relatable. Their tips, tricks and advice always get me excited they bring on our top notch. This is one of the podcasts I always recommend to friends.
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