Maslow's Pyramid - How to use it in business?

Using Maslow's Pyramid in Business

Maslow's pyramid describes in simple terms what motivates a person to live, love, suffer, but also to buy, call, or leave personal information.

This is the concept that marketers and businesspeople are guided by: the needs of the pyramid are very clear, which makes it easier for a business to manage incoming leads.

• Managers use the pyramid to understand employee behavior, their motivations, and performance;
• It helps marketers determine what type of people are willing to buy a company’s product/service and create more relevant advertising based on this information;
• Marketers use the pyramid of needs on landing pages: to demonstrate knowledge of user needs, they list the user’s problems and then ways to solve them. At this point, users associate a particular brand with solving their problem.

However, Maslow's pyramid is not a panacea. These needs were derived more than half a century ago by a psychologist who did not expect that his work would be used in the future by large companies to predict people's true motives and try to satisfy them. We recommend using the pyramid in conjunction with other marketing tools to solve a customer problem.

Maslow's Pyramid and Management

The pyramid can help a company establish proper relationships with employees and develop a comfortable working environment:

• Physiological needs. Products are becoming more expensive every day, so the company must pay a salary that meets the needs of employees;
• Security. The employee receives health insurance, pension benefits and other benefits, which give him a sense of security and safety;
• Social needs. The company organizes various events for employees to improve teamwork and build close and friendly relationships between departments;
• The need for recognition and respect. Can be satisfied with various bonuses, salary increases or promotions;
• Self-actualization. The company can give the employee more difficult and interesting tasks if it sees that the person is striving for something. Or help them achieve their potential by setting SMART goals.

Knowing the needs allows us to meet them, and the result is competent personnel management and proper motivation of employees. It is important to remember that some employees may have a different sequence of needs, so companies should not forget about an individual approach to each person.

Maslow's Pyramid and Marketing

Maslow said that when people satisfy needs at each level, they move on to the next level. That's why marketers use the pyramid to understand how their product can help customers take these steps.

Based on audience analysis, specialists determine what needs prevail among the target audience, and this information is reflected in advertising and personalized offers. 

For example:

The automaker is planning to release a six-seater comfortable minivan. It will have a large trunk, the ability to install a child seat, and lock the rear doors.

A potential buyer of this car does not need the respect of friends after purchasing a minivan - he only needs to be sure that his children will be comfortable and safe.

Therefore, when advertising such a car, it is necessary to emphasize its comfort and safety so that it meets the needs of consumers.  

We should also not forget the importance of external factors.

For example: 
Before the coronavirus, most consumers no longer had a problem with safety and physiological needs. Most companies were focused on the upper levels of the pyramid. However, in the early months of the pandemic, people again had a need for food and safety. Therefore, brands shifted their focus in their advertising campaigns from premium products and services to safety.

To summarize:
Everything in marketing changes at a tremendous pace: what worked yesterday may not work today. Each tool has its pros and cons. Use Maslow's pyramid in conjunction with other marketing tools, so you have a better chance of finding what works for you.

Many people have ideas, but only Lemons.ge has solutions!

Lemons.ge team is always by your side when you need creative vision and real results.

Address: 117a Tsereteli Ave.

Contact: ( 995) 032 2 45 01 01