June 16, 2012

Balancing pleasure and payment

Filed under: Consumer Trends,Marketing — by xrematon @ 10:00 pm
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Having assiduously saved up Tesco Club Card vouchers over the course of more than a year, I have managed to get Legoland annual passes for all the family. As a result, I seem to be spending rather a lot of weekends swooping and squealing in Windsor. Thanks to the pass, and the fact we bring a picnic when we go, going to Legoland feels like a cheap day out, in particular as the weather has been so bad we have been able to avoid the siren call of ice creams.

But I have been struck how it would be easy to pay a lot of money for a day out at the resort. I did some quick calculations, and assuming we would want to make the most of our time there and so paid for all the different extras to avoid wasting time, the total could reach a staggering £500! The tickets would set you back £150, a tenner to be able to park the car close to the entrance, an additional £240 for the whizzy little QBot devices which means that none of the family has to wait to go on a ride (though admittedly this only covers about half of the rides). Then there is lunch, as well as some ice creams and hot dogs as they are so hard to resist with the kiosks dotted close to most rides and in the space where you queue. And then there is the dryer after getting soaked on Pirate Slash.

This scenario is perhaps a bit extreme and, to be fair, there are attempts to balance the payment opportunities with pleasure – some rides have screens installed in the areas where you wait, or there are Duplo bricks to play with. And then there are shows which you don’t need to queue for.

However, a day out at Legoland is likely to be pretty pricey, and it makes me think that most people must find a way of reducing the cost as we have done. For example, advance booking online drops the ticket price by up to 40%, it’s not hard to find other discounts or vouchers online and bringing one’s own food reduces further possible outlay.

Consumers have been living in ‘austerity’ for several years now and have become wise to these little tricks. According to research from The Futures Company 58% of UK consumers agree that ‘Since the recession I feel a greater need to be as self-sufficient as possible’.

My final word – to beat the queues, the biggest help has been the rubbish weather. My best Legoland experience was when we didn’t get there till 3pm and it was rainy and cold. By 5pm, not only were the queues very short, for some rides, we were the only customers, and they were put into operation for us alone, which to me, is the height of theme park decadence!

June 1, 2012

Modern malaise – glass half full or empty?

I trained as a life coach five years or so ago and remain interested in seeing what write-up coaching gets in the media.  Before the bust, it was all glossy and glamorous. Now, according to a recent piece in the New York Times, life coaching is a symptom of what is Going Very Wrong With Our Society Today.

The article highlights how there now seems to be a market for anything you might need, including the services of a ‘wantologist’ (a type of life coach) to help you work out what it is you might want in the first place. The author, Arlie Russell Hochschild, a professor of sociology at the University of California, is particularly disturbed by the fact that

‘It is increasingly possible to outsource emotional attachment. A busy executive, for example, focuses on efficiency; his assistant tells me, “My boss outsources patience to me.’

Now, having invested time and money in training to be a life coach, I do feel coaching has a lot to offer, and that it is about positivity and progress. However, I am not sure that I agree with the rebuttal made in The Atlantic to Hochschild’s article. In crude terms, the argument here is that not knowing what we want and feeling anxiety is the sign of a successful society as we have moved from answering our basic needs to thinking about our higher purpose. (Yes – a diagram of Maslow’s hierarchy of needs is included as part of the article.)

Perhaps the author of the Atlantic article needs to read The Spirit Level. This shows there is another way. We can be prosperous without having to go through a phase of being miserable. We just all need to be equally prosperous, which is admittedly, easier said than done.

I came across another pair of articles presenting opposing points of view about the state of modern life. One piece was from Sherry Turkle of ‘Alone Together: Why We Expect More From Technology and Less From Each Other’ fame. Her article described the sad state of affairs we are in: we don’t seem to be going through the effort of talking properly to each other any more; we have lost the patience this requires; we expect faster responses; we ask simpler questions; and find it’s easier just to turn to some form of technology instead.

Again, there is a rebuttal from the Atlantic.  Here, Alexandra Samuel points out that many face to face conversations are in fact pretty inane, and we should recognise that these technologies can enhance, rather than replace, communication, in whatever form it might take place.

Once more, there is another reference I want to bring to the table. Susan Cain’s ‘Quiet: The Power of Introverts’  makes the case for people whose natural preference is to flee big social gatherings. This suggests there is another aspect to the debate to take into account: people might not be talking so much as they tend to respond to the world around them in a different way – namely by reading and writing and listening. And that should be just fine.

Glass half full or empty?

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