| |
| |
|
Marketing Information |
|
|
|
Maslows Marketing Filter
One of the basics of all marketing and advertising training is a teaching of "Maslow's needs pyramid". This pyramid shows the different motivators and needs in a person's life and how they are built one upon the other. Supposedly this is presented to help the marketing student understand consumer motivation and thinking. The problem is I've never seen it applied, in the text books. It's presented as the foundation of human motivation and then it's dropped. I'd like to present to you a way to use Maslow's needs pyramid so that you can get inside the consumer's mind and develop an understanding of what's truly motivating them as they consider purchasing your product or service. Maslow's needs pyramid present human needs such that each need is pursued and met before the next level of needs can be considered; they build upon one another. The needs from most basic to most complex are: - physiological needs: food, shelter, sex So the question is, "How do we use this paradigm to get inside the consumer's head?" Let's consider a personal fitness training service. Here's how it works at the most basic level. Place yourself in the position of the consumer and think as if you are considering hiring a personal fitness trainer. 1. How will personal fitness training impact my acquisition and use of food? Of shelter? Of sexual behavior? (Now you see why sex is used in marketing so many products - we react to it instinctually) 2. How will personal fitness training impact my personal safety? - you'll be in better shape and can run faster from a mugger, perhaps. 3. How will personal fitness training positively impact my standing in society? In my social circle? Access to different social circles? 4. How will personal fitness training positively impact how I think about myself? 5. Will personal fitness training have an impact on my personal sense of fulfillment? I understand that most consumers, will ask themselves these types of questions without really thinking about them. The answers you develop as you purposely ask yourselves these types of questions will give you insight in the processes a consumer may consider or be susceptible to as they are considering purchasing personal fitness training services. This process will also help you define ways to market that will get consumers to consider your personal fitness training service if they are not. Using Maslow's needs pyramid helps you target your marketing. It is the foundation of: Getting Attention If you can use Maslow's needs pyramid to get inside the head of the consumer by running it through a filter of questions like the one's I've presented above you'll have a tangible marketing advantage because you now can respond to your consumer's internal dialogue. Using this type of filtering process can also help you create need in those that have not yet developed an interest in your product or service. Simply put yourself in the consumer's place and present you're marketing to them in such a way as to answer or resolve each need in the hierarchy. Maslow's needs pyramid is a powerful tool that is taught to every marketing and advertising student in the world but it must be understood and applied if it's to actually be useful. Try using Maslow's marketing filter the next time you are considering a marketing campaign. It'll help you get a better grip on what the consumer is thinking and feeling. Darrin F. Coe holds a masters degree in professional psychology specializing in consumer thinking. He operates Consumer Thinking.com at http://www.consumer-thinking.com. Subscribe to The Darrin Coe Ezine at http://www.consumer-thinking.com/dcezine.html
MORE RESOURCES:
Google News |
|
|
|
RELATED ARTICLES
Business Cards and Business Etiquette One of the very basic conditions of being a successful businessman is to get people (your existing or prospective customers) to like you and a very basic requirement for being liked by people is to have proper business etiquette. We all like to be in companionship of well-cultured people and etiquette is one of the most important components of culture. Standards for Dry Washing and Pressure Washing in Mobile Car Care The industry standard for mobile washing is completing the car and removing the dirt so it is clean as promised to the customer. Some would say this is not a standard but rather the minimum required. Finding a Brochure Printing Company A brochure can be a great promotional tool, whether it is for is a real estate listing, a trade show handout, a data sheet, or some other application, but sometimes it's hard to know where to start. Brochure printing companies can provide their expertise as well as a wide range of printing and marketing services. Marketing Messages: Your 10 Most Important Business Principles As a self-employed professional, you have two basic strategies for your marketing efforts: Writing or Speaking.No matter whether or not you do both of these activities or only one of them, you need to know what messages you want to convey to your audience. Features vs. Benefits vs. End Results If you've been in the copywriting realm for very long at all, you've heard the phrase "features vs. benefits. How Testimonials Can Put You in the Spotlight If you need evidence that a testimonial or referral can help you, let me tell you a personal story:My friend Dave raved about his boss all the time. "She knows I'm still in school," he said, "so she always asks about my schedule. Assumption Based Marketing Vs. Fact Based Marketing One of the most common mistakes in marketing is making decisions based on assumptions rather than fact. You think of an idea for a marketing piece and believe that it is a great idea. Trade Show Marketing - Getting Prepared for the Big Event With the increase in number of tradeshows being held across the world, it has become imperative to check the trade shows' credentials before you commit participation. Here are some quick tips on checks to ensure that you are not heading for a dud trade show:1. Build a Dynamic Business - 10 Steps to Start You Off It's where your employees are in a 'special place' when they work together. And to get there, they have to be in a culture that is very special - and you can create it in your business too!Here are ten key points that will make a big, big difference:- Build Great RelationshipsTake the time to engage with your people. Marketing For Profit - 6 Critical Traits Develop These Six Critical Marketing Traits.. Build A Successful Business By Staying Connected Over the course of your business life you'll come in contact with a number of other business people. They could be lawyers, business services, suppliers, customers, etc. Tradeshow Booth Cures - Ancient Cures for Modern Day Problems At first glance, nothing seems more chaotic than a trade show floor. Jaded buyers rush by, hell bent on seeing the people on "their list", while the newcomers seem a little bewildered by it all. What Your Customers Want Your customers don't know what they want. And to assume otherwise is folly. Cook Up Something Special: How To Create A WOW Experience For Your Clients My niece recently graduated from high school, and my family spent the entire morning, evening, and night celebrating this wonderful once in a lifetime event with her.Our final celebration was dinner at a restaurant chosen by my niece. How To Achieve Success With Your Own Money Making Newsletter Writing and publishing a successful newsletter is perhaps the most competitive of all the different areas of mail order and direct marketing. You can still publish newsletter through regular mail. Five Steps to Partnering with Companies to Build Your Client Base Wouldn't you love a simple formula for easily growing your small business? Here is something that could be just what you are looking for:1. Create an information product based on your expertise. Give It Away Now - The More You Share, the More You Sell! Give away your knowledge, and you'll make money. How does this work? Isn't this counter-intuitive? Let's think about this. 3 High-Impact Fixes For Your Marketing Woes How many times has your competitor gotten one over on you? The feeling of being left behind just eats away, until you do something about. The problem is that we often feel that we've got to come up with some grand plan in order to get our business skyrocketing again. Common Exhibit Marketing Mistakes: Ten Tips on How to Avoid Them The key to great exhibiting is marketing. But marketing is a very inexact science that leaves room for a multitude of errors to occur. Marketing Smarter To Earn More An accountant once told me that he never met anyone who didn't want to make 30% more money. Whether you want a better lifestyle or to take more vacations, buy a fancy car, spend more time with your family, send your children to college or to give it all away, you could always use more money.
|
| home | site map |
| © 2006 |
