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Maslows' Blueprint to Successful Marketing
One of the major components
to a successful business whether it be a Corporation
or Home Business is effective targeted advertising.
Creating a targeted advertising campaign
can sometimes be a real challenge, but there is one
very useful and practical tool that will help to take
the guess work out of the equation.
This tool is Maslows Hierarchy of Needs.
Maslow accurately states that a human strives to attain
specific needs in a chronological order. In other words,
need #2 will not be sought until need #1 is fulfilled.
Here is Maslows' Hierarchy of Needs:
1. Physiological - Basic human needs
includes hunger, thirst, shelter, clothing and sex.
2. Safety (Security) - Human need for
physical, emotional, and financial security.
3. Social (Affiliation) - Human need
for love, affection, companionship and acceptance.
4. Esteem (Self Esteem) - Human need
for achievement, recognition, attention and respect.
5. Self Actualization - Human need to
reach full potential.
In target marketing a focused and effective
advertising campaign can be achieved by selecting one
of the needs above to target.
A TV commercial put out by an automobile
manufacturer actually targeted a specific group by effectively
incorporating Maslows' Hierarchy of needs.
The setting is in a new car showroom.
The potential buyer is male and approximately 25 years
of age. With him is another male friend of approximately
the same age.
Both are clean cut, casually dressed,
and speak in a casual but articulated manner.
As the potential buyer and his friend
gaze admiringly at the sleek red sports car the friend
all of a sudden proclaims, "A real date magnet".
It is obvious on the screen that these
two gentlemen (or at least one of them) are in a position
in his life to afford a brand new shiny sports car.
So we can safely assume that his needs 1 through 3 have
been met and fulfilled.
Since Maslow states that humans do not
seek a basic need until the previous need on the ladder
is fulfilled we can see that this commercial was clearly
and effectively targeting a specific need: #4 - Human
need for achievement, recognition, attention and respect.
This was done with a brilliant stroke
of just two words: "Date Magnet".
The scientific application of targeted
marketing is very powerful because quite simply...It
Works!
By targeting our market we will increase
our conversions and set ourselves on the path to a more
successful and fulfilling career.
The application of Maslows' Hierarchy
of Needs to effectively target our market is a powerful
and indispensable tool to add to our arsenal.
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