One of the foundations of all marketing and advertising training is the teaching of the “Maslow pyramid of needs.” This pyramid shows the different drivers and needs in a person’s life and how they build on each other. This is supposedly presented to help the marketing student understand consumer motivation and thinking. The problem is that I have never seen it applied, in textbooks. It is presented as the basis of human motivation and then abandoned.
I’d like to introduce you to a way to use Maslow’s Pyramid of Needs so that you can get inside the mind of the consumer and develop an understanding of what really motivates them when they consider buying your product or service.
Maslow’s pyramid of needs presents human needs in such a way that each need is pursued and satisfied before the next level of needs can be considered; they build on each other. The needs from the most basic to the most complex are:
– Physiological needs: food, housing, sex.
– Security needs: clothing, weapons, self defense.
– social needs: social acceptance
– Esteem needs: acceptance of oneself by oneself.
– fulfillment needs: a feeling of having and fulfilling a purpose
So the question is, “How do we use this paradigm to get into the head of the consumer?”
Consider a personal fitness training service. This is how it works at the most basic level. Put yourself in the position of the consumer and think as if you were considering hiring a personal fitness trainer.
1. How will personal fitness training affect my acquisition and use of food? of refuge? of sexual behavior? (Now see why sex is used in the marketing of so many products: we react instinctively)
2. How will personal fitness training affect my personal safety?
– you’ll be in better shape and maybe you can run away faster from a mugger.
3. How will personal fitness training positively affect my position in society? In my social circle? Access to different social circles?
4. How will personal fitness training positively affect the way I think about myself?
5. Will personal fitness training have an impact on my sense of personal accomplishment?
I understand that most consumers will ask these types of questions without really thinking about them. The answers you develop as these types of questions are deliberately asked will give you an idea of the processes that a consumer may consider or be susceptible to when considering purchasing personal fitness services.
This process will also help you define ways to market that will get consumers to consider your personal fitness service if they don’t. Using Maslow’s Pyramid of Needs helps you target your marketing. It is the basis of:
draw attention
developing interest
creating desire
Facilitating Commitment
Motivating to Action
If you can use Maslow’s Pyramid of Needs to get inside the consumer’s head by running them through a question filter like the one I’ve presented above, you’ll have a tangible marketing advantage because you can now respond to your consumer’s internal dialogue.
Using this type of filtering process can also help you create a need for those who have not yet developed an interest in your product or service. Simply put yourself in the consumer’s shoes and present your marketing in such a way that it answers or solves every need in the hierarchy.
Maslow’s Pyramid of Needs is a powerful tool taught to every marketing and advertising student in the world, but it must be understood and applied to be truly useful. Try using Maslow’s Marketing Filter the next time you’re considering a marketing campaign. It will help you better understand what the consumer is thinking and feeling.