One of the basic concepts of all training in marketing and advertising is the teaching of the “Maslow pyramid of needs”. This pyramid shows the different motivators 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 it is abandoned.
I would like to introduce you to a way to use Maslow’s pyramid of needs so that you can enter the consumer’s mind and develop an understanding of what really motivates them when considering purchasing 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 need can be considered; they build on each other. The needs, from the most basic to the most complex, are:
– physiological needs: food, shelter, sex
– security needs: clothing, weapons, personal defense
– social needs: social acceptance
– esteem needs: acceptance of oneself by oneself
– satisfaction needs: a feeling of having and fulfilling a purpose
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. This is how it works at the most basic level. Put yourself in the position of the consumer and think like you’re considering hiring a personal fitness trainer.
1. How will personal physical 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 will be in better shape and maybe you can outrun a raider.
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 impact my thoughts 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 you intentionally ask yourself these types of questions will give you an idea of the processes that a consumer may consider or may be susceptible to when considering purchasing personal fitness services.
This process will also help you define ways of marketing that will make consumers consider your personal fitness training service if not. Using Maslow’s Pyramid of Needs helps you target your marketing. It is the basis of:
Draw attention
Developing interest
Creating desire
Facilitate engagement
Motivate action
If you can use Maslow’s Pyramid of Needs to get inside the consumer’s head by running it through a filter of questions like the one I’ve presented above, you will have a tangible marketing advantage because you can now respond to your consumer’s self-talk.
Using this type of filtering process can also help you create a need for those who have yet to develop an interest in your product or service. Simply put yourself in the shoes of the consumer and show them that you are marketing in a way that answers or solves every need in the hierarchy.
Maslow’s Pyramid of Needs is a powerful tool that is taught to all marketing and advertising students around the world, but it must be understood and applied to be truly useful. Try using Maslow’s marketing filter the next time you are considering a marketing campaign. It will help you better understand what the consumer thinks and feels.