Maslow's Marketing Filter
Author: Darrin F. Coe, MA
Maslows Marketing Filter
One of the basics of all marketing and advertising training is a teaching of Maslows needs pyramid. This pyramid shows the different motivators and needs in a persons 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 Ive never seen it applied, in the text books. Its presented as the foundation of human motivation and then its dropped.
Id like to present to you a way to use Maslows needs pyramid so that you can get inside the consumers mind and develop an understanding of whats truly motivating them as they consider purchasing your product or service.
Maslows 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
safety needs: clothing, weapons, defense of self
social needs: social acceptance
esteem needs: acceptance of self by self
fulfillment needs: a feeling of having and fulfilling a purpose
So the question is, How do we use this paradigm to get inside the consumers head?
Lets consider a personal fitness training service. Heres 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?
youll 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 Maslows needs pyramid helps you target your marketing. It is the foundation of :
Motivating to Action
If you can use Maslows needs pyramid to get inside the head of the consumer by running it through a filter of questions like the ones Ive presented above youll have a tangible marketing advantage because you now can respond to your consumers 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 consumers place and present youre marketing to them in such a way as to answer or resolve each need in the hierarchy.
Maslows 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 its to actually be useful. Try using Maslows marketing filter the next time you are considering a marketing campaign. Itll help you get a better grip on what the consumer is thinking and feeling.
Darrin F. Coe, MA is a mental health clinician, weekly columnist, wealth building advocate, and author of Micro Loans: Finance Your Dreams available at http://dcoe1.tripod.com/microfinance
For more great business and marketing information you can sign up for the Darrin Coe Ezine at http://dcoe1.tripod.com
About the Author
Darrin F. Coe, MA is a mental health professinal, weekly columnist, wealth building advocate, and author of "micro loans: finance your dreams" available at http://dcoe1.tripod.com/microfinance subscribe to his ezine at http://dcoe1.tripod.com ...
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