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Is It Your Marketing Really Motivating For Your Customers

Tom Peters, the Excellence guru, asserted that the real job for marketing was and is to make sales redundant! Image your marketing being so targeted, motivating and convincing for the customer that you require little or no sales effort to execute the buying transaction.

While we can promise a tool that delivers all of that try using Maslow Hierarchy Of Needs and it constituent human motivations as a great way to test how close you are coming to really motivating your customer to buy.

EXAMPLES OF MASLOW’S HIERARCHY OF NEEDS IN MARKETING COMMUNICATIONS
The following examples show products, services and marketing communications, as they address the five levels of Maslow Hierarchy of Needs. The first 4 levels are the deficiency motivators these needs motivations that will be more readily attended to by the customer than the 5th level of self-actualisation (which is the growth motivator)

  1. Biological and Physiological needs – wife/child-abuse help-lines, social security benefits, Samaritans, roadside recovery.
  2. Safety needs – home security products (alarms, etc), house and contents insurance, life assurance, schools.
  3. Belongingness and Love needs – dating and match-making services, chat-lines, clubs and membership societies, Mac Donalds, ‘family’ themes like the old style Oxo stock cube ads.
  4. Esteem needs – cosmetics, fast cars, home improvements, furniture, fashion clothes, drinks, lifestyle products and services.
  5. Self-Actualization needs – Open University, mentors and life coaches.

MAP YOUR PRODUCT/SERVICE TO THE MASLOW MOTIVATOR
Overleaf youll find the eight levels of human needs starting with the highest level and going down to the most basic level.

  1. Take your products / services and place them opposite the need you believe the product/service mostly addresses.
  2. Now consider how you market the product /service are you communicating their benefits in terms that address the need?
  3. Are their several needs that map one of your products/ services are you communicating the multiple benefits accordingly?

MAP YOUR PRODUCT/SERVICE TO THE MASLOW MOTIVATOR

MASLOW HIERARCHY OF HUMAN NEEDS
TRANSCENDENCE HELPING OTHERS TO SELF ACTUALISE
SELF-ACTUALISATION

PERSONAL GROWTH , SELF-FULFILLMENT

AESTHETIC NEEDS
COGNITIVE NEEDS

KNOWLEDGE, MEANING, SELF-AWARENESS

ESTEEM NEEDS ACHIEVEMENT, STATUS, RESPONSIBILITY, REPUTATION
BELONGINESS AND LOVE

FAMILY, AFFECTION, RELATIONSHIPS, WORK GROUP

SAFETY NEEDS PROTECTION, SECURITY, ORDER, LAW, LIMITS, STABILITY
BIOLOGICAL AND PHYSIOLOGICAL NEEDS

BASIC LIFE NEEDS – FOOD, DRINK, SHELTER, WARMTH, SLEEP

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