There are just six absolutely fundamental human needs that drive us all. Regardless of where we come from, what we do for a living, our cultures and backgrounds, we are all motivated by these same fundamentals. So lets take a look at what they are?
They can be broadly broken down into two groups. There is a group of four ‘primal needs’ and a smaller group of two ’spiritual needs’.
The first of the primal needs is for certainty. We all seek certainty regarding our basic needs such as food, warmth and shelter. And we all seek some form of certainty in other areas such as when considering a product purchase.
The second need is for some variety. We love variety, whether we know it or not. This is apparent in the vast range of entertainments that we enjoy, pass times, hobbies, jobs and holiday destinations all fulfil this particular need.
The third fundamental need is for recognition. Everybody wants to be recognised. Most of us want to be recognised and acknowledged for our worth. But some people seek recognition in other ways, perhaps by committing crime.
The fourth and final primal need is for love and connection with our fellow human beings. Its therefore not surprising that solitary confinement is considered a serious punishment. We all want to be loved and have a need to feel connected to other people.
The fifth basic need is for spiritual growth. Spiritual development is fundamental to many people and this can be exploited through clever marketing.
The sixth and final need is for contribution. People like to feel that they are making a positive contribution.
So how are these needs exploited in marketing? Consider a basic example of a car leasing business engaged in promoting a new Audi. The new Audi advertisements tell us how wonderfully engineered these cars are and this fulfils our need for certainty. Another aspect of certainty that is exploited in car advertising are the safety features of the vehicle. The vehicle attributes, such as the sound system and upholstery, fulfill our need for variety and our need for recognition might be exploited by associating a vehicle with a certain class of driver, an executive for example. Connection is provided with other Audi drivers and we may be convinced that we are making a positive contribution due to the green credentials of the vehicle.
It is wise to keep these fundamentals in mind when devising a marketing or advertising campaign. Now I need to plan a campaign to promote Gap Insurance that takes advantage of this knowledge.