Marketing Your Brands and Businesses in Nigeria and America by motivating your customers: THE INFLUENCE OF MARKETERS ON CONSUMER MOTIVATION

All the theories on motivation actually give the companies an opportunity to figure out, which of their products meet specific customer needs. A good idea will be to make the customer’s desire a priority. The manufacturer’s desire should be a secondary priority.   

  

Consumer motivation is an internal state that drives people to identify and buy products or services that fulfil conscious and unconscious needs or desires. The fulfilment of those needs can then motivate them to make a repeat purchase or to find different goods and services to better fulfil those needs. 

  

These needs, desires and wants of consumers are as a result of their lifestyles. 

  

If a particular goods or services do not fulfil their desires and make them achieve the kind of lifestyle want, they might not be motivated to do a repeat of purchase for the good and service. But if the other way round, the reverse will be the case. 

  

  

For a fact, consumer motivation is not only internally driven as the Motivation theories suggest, but rather, marketers also have a huge roles to play  in motivating the consumers to buy the goods they need to fulfil their desires 

  

So this part of the presentation is to throw more light on Consumer motivation and explain how a marketer can play a big role to also motivate a consumer to compel the consumer purchase more of the goods and services. 

Hence the Influence of marketers on consumer motivation 

  

These days, marketers are really pushing so hard to get the consumers so motivated to purchase their goods and services. 

  

Now since we have discovered that the marketer has a role to play to motivate a consumer they tend to use it as a strategy to market their brands and drive it down into the spines of the consumer. 

  

Here are some of the tactics they use 

  

1: Addictive Slogan 

  

Marketers build a win-win slogan. 

This win-win slogan is an addictive slogan that is built to ostensibly satisfy the wants, desires and needs of the consumer at same time 

  

Remember that slogans a usually developed from a firm’s mission and vision statements or the determinant attributes. 

  

Actually there some brands that are for basic needs, they satisfy the consumer’s needs. While there are some brands for luxury and pleasure, they satisfy the consumer’s wants. 

  

So the marketers put everything together to convince the consumer that their brand can satisfy both the needs and wants at same time. 

  

Lucozade Sports will tell you that their drink is an isotonic drink with good taste (pleasure), gives you energy (want), then it’s better than water (needs). 

So definitely you will be motivated to buy it when you know that all your desires are about to be fulfilled at once. 

  

Closeup toothpaste is for need keeping the mouth clean (need), but also for you to have a good breathe to kiss your girlfriend (pleasure) 

  

  

2: Advertising 

  

Advertisement is either to introduce a new brand, or to refresh your mind about an existing brand. 

  

Most brands like Pepsi is already selling, but they will still always run adverts to refresh your mind about the brand. And they will use football stars and popular artists so that when you see these popular people, you will be motivated the more to continue buying Pepsi. 

  

  

3: Customizing to your specification 

  

When you are using a brand that is just for you alone, you will surely have some pride using it. 

Or maybe when you are using a brand made in your name, you will be highly motivated to continue using it 

  

Coca Cola employed this in 2015 they write people’s names on the bottles. 

There is a kind of pride and motivation when you are drinking a bottle of Coca Cola with your name on it. 

  

Some luxury car manufacturers also use this technique. 

  

  

4: Reshaping, reinventing and portability 

  

Once a brand is shaped and adapted the way you want it, it will always give you that motivation to repeat the purchase 

  

  

5: Engaging the sensory organs of the consumer 

  

Just like in consumer perception and attention, 

Some marketers use sounds, scenes, good scents and lovely feelings to motivate consumers for repeat purchases 

  

You notice that these days, marketers use hit sounds and music tracks produced by the finest music artists to motivate the youths to subscribe to their brands. 

  

In Nigeria, Etisalat employed this technique. They produced a hit track with the Nigerian artist, Banky W. 

Most youths loved the song. They downloaded on their phones and it really satisfied their desires and brought a fulfillment to their style. 

Some of them downloaded it just to show off to the opposite sex. Their wants were really being satisfied. And in turn, they were motivated to subscribe to the services of the Etisalat brand. 

  

Again, Harrods use tailored aromas and scents in their stores. 

Harris’s can decide to tell the consumers the type of scents they use, and believe you me, consumers would definitely wish to buy the scents and use them in their homes. 

  

And once this happens, there is a kind of satisfaction and fulfillment. They will be motivated to identify themselves with Harrods. And in turn, the will be repeat purchases from Harrods