Modern Marketing Is Over.

Here’s How You Can Get The Leg Up

Hedonic marketing, made popular by moguls and dynasties such as Disney and Universal, could be the only thing standing between you and an empire. Over the past few years, I’ve been studying the pros and cons of hedonic marketing and why it works from a psychological standpoint. I know what you’re wondering… “If it’s so special then why haven’t I heard about it yet?” Well, you have. Vegas is basically one big adventure into hedonic marketing. Or the pink wall that everyone in LA waits hours to take pictures in front of. Of course, Disney runs the masterclass in hedonic marketing; using it to create an almost pilgrimage-esque responsibility to make it to at least one park.

So, what makes it so effective? Hedonic marketing is totally immersive. It’s a self-sustaining form of marketing that revolves around how captivating and envy-inducing the pictures there could be. It’s a one-stop shop for free influencers, free hashtags, free notoriety, pretty much just free money. It’s the optical illusions and fresh-baked cookie smells on Main Street USA or the intensely overwhelming flashing lights of a casino floor. It’s the flower walls at an influencer’s birthday party or even the Eiffel Tower. Hedonic marketing is the embodiment of entertainment, aesthetic marketability, and envy. It’s escapism from increasingly bleak news cycles.

The trick that most people haven’t figured out is that hedonic marketing is doable for the masses. Hell, I’ve made lists and lists of hedonic marketing ideas for businesses that I haven’t even walked into (for consultations, email me). It’s all about finding the one fantasy you can capture and exploit in order to keep people coming back for that next hit of imaginative dopamine. In a bookstore, for instance, one could set up a monthly theme related to a popular book or sell tickets to a costume-encouraged trivia night. Something that takes advantage of the die-hard fandoms that still frequent bookshops to get that new page smell. A boutique could have a runway for trying on clothes or some kind of photo-op wall…

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