Navigating the Buyer's Journey: Where Maslow Meets Marketing Magic
Introduction: Let's Talk Maslow and Buying Stuff
Hey folks, today we're unraveling the mystery of the buyer's journey intertwined with Maslow's Hierarchy of Needs. Think of this as your friendly guide, not too serious, with a dash of humor, and a sprinkle of wisdom.
Maslow's Hierarchy: The Blueprint for Desires
So, Maslow drew this pyramid thing, a guide to our needs. You've got the basics—Physiological, Safety, Love and Belonging, Esteem, and the cherry on top, Self-Actualization. Companies use this roadmap to talk straight to our hearts.
Example 1: Rolex - Elevating Esteem
Take Rolex; they're all about Esteem. "Buy a Rolex, strut your success," they say. It's not just a watch; it's a wrist-sized trophy saying, "Look at me, I made it!" The entire game is for Rolex to speak to the motivations and desires of the customer, and the match is already made. Rolex doesn’t speak of movements, and metrics, and all that - you can get stats from their website. When they message the world, they speak of individuality, of achievement, of uniqueness of signaling your status in the world. And you can do the same!
Example 2: Apple - Fulfilling Self Esteem & Belonging
Then there's Apple - "Get an iPhone, be with your tribe," they hint. It's not just a gadget; its belonging to “the crazy ones, the misfits, the square pegs in a round hole” - Steve Jobs. The greatest ad ever made, in our opinion at vaas, is that 1998 Apple Ad - and it speaks directly to self-esteem, and Love & Belonging - you wear the Apple EarPods with their white, iconinc look to signal the tribe you belong to. You say “this is me, and I belong with my tribe”. Seth Godin once said “people like us do things like this.” and this is the greatest example of pure truth when it comes to marketing products and services to people.
Example 3: Dove - Nurturing Belonging
Dove? Nestled in Love and Belonging. "Use our soap, become a love magnet," they whisper. It's not just soap; it's a warm hug for your skin. If they played the traditional game that most organizations play, they would be stuck saying “buy Dove, so you don’t die from disintery” - not exactly catchy, motivating or memorable, now is it?
Connecting the Dots: Practical Examples
Now, let's keep it real with five companies, each hitting a Maslow level. It's like a mixtape for your messaging strategy, giving your customers what they crave.
Physiological - Meal Kit Delivery
Message: "Get ready for a taste explosion!"
Vibe: Excitement, Hunger Games
Customer's Need: “I need food to survive, but make it more interesting!”
Safety - Home Security System
Message: "Your fortress against the chaos!"
Vibe: Reassuring, Hero theme
Customer's Need: Peace of mind and a superhero entrance. I want to know I can feel safe.
Love and Belonging - Social Media
Message: "Post like there's no tomorrow!"
Vibe: Virtual fiesta
Customer's Need: Social validation and the ultimate selfie stage.
Esteem - Luxury Fashion Brand
Message: "Dress like you're about to own the world!"
Vibe: Confident, Catwalk anthem, high fashion
Customer's Need: Status boost and a runway moment. “I deserve to be in the spotlight, and I can own it.”
Self-Actualization - Online Learning Platform
Message: "Learn, grow, and conquer the universe!"
Vibe: Inspirational, Space odyssey
Customer's Need: Brain expansion and intergalactic wisdom. “I want to make learning more meaningful, and more interesting. Sell me the vision, not just the toy.“
The Impactful Encore: Digital Transformation and Maslow's Mojo
Mix tactical messaging with Maslow's mojo, and voila—brands transform. And they dont just transform, they own their own blue ocean that customer’s flock to. Not because they make a better product necessarily, but because they fundamentally serve people better!
In the end, my friends, remember: speak to the heart, keep it real, and watch your customers join your vision. It's not just marketing; it's a connection game.
If you want to explore these powerful options for your organization, we’ve got a seat for you to start that conversation.
