WebMaster Solutions
Web Site
Marketing
Successful
Marketing
Blueprint
by Kenneth Catto
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.
Recommended Reading
|
