1) NECESSITY: What do the following have in common?
A car that won’t start
Poo on your shoe
Each of them is a problem. And most people won’t tolerate these problems. They’ll do something about them right away. The fact that people feel the need to solve problems is the cornerstone of necessity-based marketing. Necessity-based marketing is about problems
Situations people feel must be solved. You feel you must pay taxes to avoid the penalty. You must get your car fixed so you can go to work. You must fix that tooth because … well, life is too hard when you’re in pain.
2) CONVENIENCE: Convenience products refer to those types of consumer products and services that consumers buy more frequently with minimum buying efforts and comparisons. These types of purchases are also known as low-involvement purchases.
Convenience goods require almost little or no planning when the purchase is required, for example, sugar, milk, toothpaste, soap, and hairbrush. These types of products have some brand-loyal consumers because many times consumers want to use a certain brand, for example, a certain type of soda and chocolate bar.
3) (EMOTIONS SPECIFICALLY): Emotions are of two types in marketing either
FEAR or DREAMS.
Either you make the client dream of a better future or either you make the client fear the unanticipated challenges that life may throw at you if they don’t buy the product.
Emotional marketing is a form of marketing communication in which (a singular) emotion is leveraged to help an audience identify with- and buy a product. Emotions in marketing like anger, happiness, or compassion give more meaning and depth to the experience of a brand or product.