FunMarketer Lesson of the Week

People ask me: “Craig, which is the most important of Maslow’s Hierarchy of Needs?”

The FunMarketer Answer: It depends on what are you building:

Building a Brand? – Reach for the higher needs. Tougher, but more bonding to the customer.

Going for a Quick Sale? – Make it simple and aim for the basic or safety needs. (Greed and Fear work well, here.)

Does the above sound simplistic? I agree. Yet I find that I often need a very quick reminder, a re-focus of what I am really trying to accomplish with an ad or a campaign.

So I need to quickly ask myself what I am hoping the person who receives my marketing message will do. Remember it so she can bond with the brand? Then I better set up some type of internal resonance with her own storyline ala Laurence Vincent.

Or do I want her to pick up the phone or click on my online ad? Then I better press for a sense of urgency tied to something she needs quickly – a quick ready-to-eat meal for tonight’s dinner or a safe place to put her money so she doesn’t lose it in the stock market.

The beauty of Maslow is that he understands we are in a perpetual state of want. As soon as one of the basic needs is satisfied, another arises.

Maslow’s Hiearchy of Needs is used by many marketers. Most of us have at least heard of it. There are dozens or pyramids on the internet explaining the needs – and these are very useful for a quick overview. For those of you new to the concept, here is the original Maslow Basic Needs article.

Trust me: it’s worthwhile reading Maslow in the original, as you can get a nuanced understanding of his explanation of the needs that you’ll never develop just looking at a needs pyramid or reading a quick overview of the needs in a marketing article.

For example, you B-B marketers might especially check out Maslow’s Section III – “Further Characteristics”. If you target specific groups of individuals that may have common traits – sales-types and creatives, for example – Maslow’s insights in Section III may help you refine your message to a very defined target audience.

Call me for more ideas at 402-423-2444 or email me at funmarketer@marketinghawks.com

FunMarketer Free Campaign Idea of the Week

Sometimes you need a photo that can pull double-duty as B-B or B-C. If you are producing collateral and some web pages that have to serve both audiences, here’s a nice photo:

Photo: iStock #2221205

Headline (B-C for Financial Services): Done Your Mutual Fund Homework? Good. So Have We. Call Acme Financial at 800-XXX-XXXX

Headline (B-B for Office Supply Store): Ready to Compare Suppliers? So Are We. Call Acme Office Supplies at 800-XXX-XXXX

FunMarketer Tip of The Week

Remember Value and Trust. We are going into a couple of very tough economic years, and the “quick-fix” marketers among your competition will just hammer “price-price-price” in your customer’s face. You have to address the price question, no doubt. But if you consider to emphasize value and trust in your marketing you have a much better chance of winning over that new prospect.

And keeping that current customer.

Happy Marketing!

Craig Lutz-Priefert