Denny’s Zinger: The Two-word Definition of Marketing — CREATING WANTS!
“Apple Inc. and Google Inc. are racing to anticipate the needs of their users," crowed Daisuke Wakabayashi and Alistair Barr in The Wall Street Journal.
“Apple’s Proactive Assistant, a feature of its forthcoming iOS 9 software, aims to learn how a user will behave from information stored on an iPhone. By contrast, Google Now combs data from a universe of online services and searches.”
“Snoop! Snoop! Snoop!” is the mantra of Big Data. “Anticipate the customer’s needs.”
- I NEED Exxon gas for the 10-year-old Jaguar.
- I NEED Jockey boxers.
- I NEED Stoneyfield Farm yogurt for my Grape Nuts every morning.
Spending marketing dollars touting these products — to me — is a huge waste.
This is stuff I buy automatically whenever I NEED it.
The challenge to marketers:
Come up with great offers that make me:
- WANT Ralph Lauren underwear.
- WANT Chobani Yogurt.
- WANT Kellogg’s® Froot Loops®.
- WANT BP gas for the old Jag.
Takeaways to Consider:
- Marketers are in the business of creating wants, NOT satisfying needs.
- Creating WANTS is damned hard work.
- The ultimate challenge for a marketer: make Denny and Peggy WANT a Morgan AR Plus 4 so bad they’ll trade in the old jag, go into hock and pony up £54,995 (US $85,242, less trade-in for Jag).
- “I had forgotten what my professor Frank Knight used to say, that what people wanted was not the satisfaction of their wants, but better wants.” —Herbert Stein, The Wall Street Journal 10/25/94
Denny Hatch is marketing consultant, copywriter and designer. The author of four novels and 7 business books, his newest is Write Everything Right!
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Denny can be reached at:
firstname.lastname@example.org • www.dennyhatch.com