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Needs-based marketing is a
no-brainer.
→
Real innovators
delve into consumers’ “Deep
Motivators” to create the
most meaningful experiences,
→
products,
services, and
business models.
Most people
aren’t even aware of why they’re buying what
they’re buying.
We identified
eight roles that consumers play as they
interact with companies, products, and
services. Here are the eight consumer
profiles and the
motivators that make them
tick:
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Value
Chasers – Look for the
greatest value, usually with
cost in mind
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Impulse
Followers – Follow the most
convenient path, including buying and
engaging when it’s fast and easy
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Simplicity Seekers – Seek solutions
that reduce complexity and make things
easier
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Brand
Lovers – Gravitate to specific
brands and aspire to the images and
values they represent
>>>
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Fear
Fixers – Do what it takes to
minimize risk, reduce the potential for
→
problems, and address fears about the
future
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Experiential Engagers – Enjoy
participating in unique experiences and
place value in intangible services over
tangible products
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Meaning
Makers
– Tries to find meaning in
most everything they do, including the
causes, companies, and products they
support
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Expressive Creatives – look for ways
to express themselves to release
→
creativity and gain a personal sense of
creative accomplishment
Just like we
all have unique DNA, so do we possess unique
life experiences that impact what we think,
feel, and do. The
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conscious and
unconscious
motivations that lead us to choose to do
business with one company over another are
influenced by our backgrounds, social
context, and
→
culture.
>>>
We also may
take on one role one day, and a different
one the next. It’s not uncommon to move
between 3-4 different roles depending on the
day, week, or year and what’s going on in
our personal lives and economy.
The question
for marketers and innovators is this: which
deep motivators do you, or can you, appeal
to?
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full paper |
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