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.
