Let’s face it, there are about five thousand books on business strategies. They have been visualized endlessly but all of them are designed to help you run and grow your business efficiently. While we can go into all of them, instead we’ll focus on understanding what really drives your business. Your connections drive business, specifically, your consumers. The things that go into the architecture of enterprising are almost infinite. On the other-hand, having an understanding of what motivates your consumers is one of its cornerstones.
Getting to Know Your Consumers
The whole aspect of wanting something is innate in human nature. We want things, and why we want it gives us reason to go after it. The reason is motivation. Motivation is a concept that also applies to business, and it’s really no different on this end. Desire drives business and motivation drives desire.
Therefore, we can say that consumer motivation is the internal drive of consumers to satisfy their desires and necessities. So that they can relieve the tension or discomfort linked to not having it. We all agree this is critical. Because understanding this also give us a better sense of what drives them to make purchasing decisions. Business owners, sales teams, and marketers can advocate for products that are more relevant and timely. This will also enable them to strategize around innovation and effective marketing.
Getting to the Solution
How exactly do consumers go from wanting something to making a purchasing decision? One way to do it is to look at it from a problem-solution perspective.
Let’s say, for example, that you’re hungry. Your body is telling you that it needs food because the nutrients in it will help you function better. And the sensation of hunger is uncomfortable, so much so that the longer you feel it, the more it becomes unbearable.
Example of Motivation
Maybe it’s 10 in the morning and you are swamped with deadlines, so you probably won’t even be able to eat until past noon. In the middle of going through your work, you start fantasizing about a number of things to eat and yet another dilemma arises. It’s a whole other set of decision-making processes. How on earth could we possibly decide what could satisfy our appetite when we are this hungry?
Now your motivation not only becomes desire, you are burning for it. Food is necessary, because you are hungry and you also don’t know what to eat. You exit the building and food options line the street. You eventually narrow down your goals to certain food categories (pizza, pasta, salad, rice…) or to even more specific food categories associated with certain brands (a burger from McDonald’s, a sandwich from a deli, etc) and make a decision. Now your desire is satisfied.
This is just one of the many examples associated with motivation. Food is an example of what Maslow calls a ‘physiological need’. The need that sets the foundation for his five-tier model of human needs. This model says that your motivation increases, the further you progress above the pyramid. Goods and services are linked with these tiers. Marketers use it to their advantage all the time. It enables marketers to best connect with their market and prospective consumers if their approach is relevant and meaningful.
Understanding Consumer Motivation
There are a number of reasons why understanding these processes are imperative for vendors, marketers and business owners. It hinges largely on making a human connection between the brand and the consumer. By “human” we don’t mean physical, we mean “understanding”. The brand understands its consumers and presents itself, not as a sales machine that churns out products to be consumed. Instead, one that appreciates the need for satisfying the hunger of the market.
This is done by devising marketing communications, where the brand positioning is aligned with its target market. It works towards easing the tension between desire and necessity. This along with having a brand message that has a practical and emotional value.
Another way businesses can motivate consumers better is through timing. In comedy, timing is a critical element. It enhances humor, can strongly influence its impact, and can even change its meaning. The pauses, or what is known as “beats”, give the audience time to recognize the joke. It gives them time to react or elevate the suspense before the punchline is delivered. The same thing applies to business, where launch of marketing efforts and campaigns need to be timed accordingly. This gives consumers time recognize the branding messages associated with the product, as they are discovering and rediscovering necessities and desires.
Timing is a key element in the seasonality of product releases, also known as seasonal marketing. This is when a brand identifies calendar events, such as national or global holidays, and decides which of these it would like to take advantage of. It’s the reason why Black Friday and Fourth of July Sales have become such critical events in the retail industry. And mostly recently, Amazon’s Prime Day.
Products That Make Meaningful Connections
Understanding what motivates your consumers is not about reinventing the wheel. In fact, you are using the wheel as an existing template by making small but incremental changes to your products. Think of it as gaining a more in-depth understanding of your relationship with your consumer through your product. By getting to know the consumer, you are able to create and modify your products to better suit their desires, needs, as well as, their fears. It could mean products that are more intuitive and more responsive, or safer and more secure.
When P&G launched a marketing campaign for Ivory Soap, they conducted in-depth interviews around the objective of understanding what truly motivated consumers to buy soap. Their data included their opinions, thoughts, and feelings surrounding the notion of bathing as a ritual. P&G came to the conclusion that “bathing was a cleansing ritual that was motivated by a need for purification from the taints of the world”. Therefore, the motivation for the purchase of soap is because of the need for spiritual purity.
Think of your consumers as the ultimate means to measure quality. Your goal is to create excellent products. Quality products with certain meanings and values are relevant to your audience. Quality products that address what motivates them and the feelings they have with respect to certain product categories. This is where you use research as leverage to deepen to have an understanding of your consumer’s beliefs. It will help explain why they react the way they towards a certain product.
Insights with SeeBiz
At SeeBiz, we want to help you make those meaningful connections too. When you join the platform, you are interacting with businesses of all scales. Gain valuable industry insights, as well as market analytics to get a better perspective of the market and what motivates your consumers. With our B2B platform, we help your business eliminate additional overhead costs for market data, marketing materials and third party software.
Enhance your branding voice by posting updates on the Newsfeed and give your contacts a better outlook of what your brand is all about. With SeeBiz, you can be confident that your network will constantly be up to speed whenever you post an update.