September 29, 2011
As I mentioned yesterday, at the WOMMA conference there was a lot of talk about how customer motivations are a key component to building a successful marketing strategy. This is due to the fact that people not only make purchasing decisions based on the rational reasons theyâ€™re presented with â€“ ie, this product has fruit and grains â€“ but there is also an emotional driver that plays a large part into why people buy what they buy and why they choose the brands that they do.Â As an example, I bought a pair of cowboy boots the other day not because I want to feel fashion-forward/youthful but because I truly want to live on a ranch and the boots make me feel transformed into a real cowgirl (I still need the ranch and horse but Iâ€™m getting thereâ€¦)
This list was presented at WOMMA by MotiveQuest which has done extensive research on the topic.Â In a nutshell, the presenter explained, consumers are looking to fill an emotional need by feeling one of the following when making a purchase:
Â Accomplished, Adventurous, Connected, Creative, Transformed, Important, Playful, Wise, Youthful, Sensual, Rebellious, Responsible
Lest you think that people buy a product and determine which emotional need it fills afterwards, itâ€™s important to note that people seek out products and brands that will fill those needs.Â So, using yesterdayâ€™s cake example once again, a non-vegan may choose a vegan wedding cake as an act of rebellion against her parents, a groom may make a case for a traditional tiered cake because to him itâ€™s a sign of success and will help him feel accomplished, a bride may opt for a topsy-turvy cake as an expression of her creativity, and the in-laws may argue for the bargain-priced baker to help them feel like they are being responsible.
As you can see, these â€śfeelingsâ€ť and motivations have nothing at all to do with the actual product attributes.Â Â Do you know where your product or brand fits on this scale?