Pipsqueak Media

Marketing by design, whether through a physical or digital environment, creates awareness and interest through exposure to a good or service. The exposure to what’s being offered makes us reflect upon the difference between what is and what could be. Recognising a disparity, we naturally feel the inclination to close the gap through what’s on offer. So, to answer ‘Can marketing create a need?’ Yes. But how exactly does marketing make this happen?

Need vs. Want

Before we continue, there is a distinction between a need and a want to be observed. A need is a necessity that we require to live or to perform a function. Whereas want is a desire for something that goes beyond what’s necessary and can change over time.

As such, you could think of it as the bare minimum versus a desired luxury. For example, if you need a drink, you might buy a bottle of still water to satisfy your thirst. Or, if you want to get more enjoyment and pleasure, you may instead buy a Coca-Cola. So hedonic consumption rather than utilitarian consumption. However, when we consider this with specific product categories and situations, the strategies for creating and satisfying needs grow more complex.

Can market create a need through reference groups?

One way for how can marketing create a need is through developing communications targeting us through reference groups. Humans, even from an early age, possess an innate ability for developing social connections which shape our personality and emotional development.

Reference groups, typically formed by two or more like-minded people, influence our behaviour. And whether we know it or not, we seek acceptance and will actively avoid anything that could side-line us.

Nevertheless, there are various types of reference groups that marketers leverage. The most targeted are normative Groups, aspirational reference groups, comparative reference groups, status reference groups, and dissociative groups.

Normative Groups

Normative groups are driven by normative beliefs and values, such as family and religious values. Often, desiring to gain acceptance, a person will adjust their behaviour and attitudes to conform and meet the expectations of others.

Marketing appeals to normative groups may use ritualised consumption, as is often the case in the food and drinks industry. An example is the ‘Twist, Lick, and Dunk’ personal ritual when eating Oreos. Or, buying a Corona with lime at a bar when everyone else is having the same as a public consumption ritual. Let’s not forget the Coca-Cola Christmas truck advert sparking everyone to buy Coca-Cola because… it’s the done thing, you know.

Aspirational Reference Groups

An aspiration group is one which people are not actively a part of but seek to emulate or even join in the future if possible. It’s an elite conspicuous group that by nature is exclusive and revered. An easy way to think of this is like A-list celebrities or famous online influencers who live a very glamorous and public lifestyle.

So, for marketing to create a need, adverts may feature celebrities whose public image aligns with the values of the associated brand. Take the super successful Channel No.5 advert featuring the glamorous actress Nicole Kidman. Or marketers may run an affiliate marketing campaign with online influencers, paying them a fixed percentage for each resulting sale.

Comparative Reference Groups

A comparative reference group is one where an audience compares themselves or their current situation to that of someone else. It’s like an aspirational reference group in that it depicts someone in a favourable position whom we want to emulate. The difference is that person shown doesn’t need to be famous, they may be an everyday member of the public.

An excellent example of how can marketing create a need by appealing through comparative reference groups is the Cuprinol fence sprayer advert. It works perfectly by pointing out the tiresome time-consuming tedium of fence painting and our desire for an easy life.

Status Reference Groups

Another form of aspiration group, a status group is where an individual adopts a position of status to exert influence over others in a group. It’s essentially a group orientated around perceptions of prestige, granting someone a leadership position. This could be based on the knowledge, image, wealth, or perceived success a person has in a specific field. For example, if a businessperson has been particularly successful, they might be invited to join a panel of their peers at a conference.

Rolex watches are a great example of a product that uses status reference groups to create a need. To showcase their success and gain the approval of their peers, a person may buy a Rolex watch. Or, if wanting to impress in a private setting, someone may purchase and display antiques in their office or home.

Dissociative Groups

Finally, we have dissociative groups. As the name suggests, this is a group you don’t want to be associated with and will actively avoid. In fact, in some cases, the group may even be used as a slur such as ‘nerd’ or ‘chav’.

Before going through an extensive rebranding, Burberry had a reputation problem with chavs sporting their wares. For those who don’t know, a chav was someone who would often engage in loutish anti-social behaviour, usually in groups. Chavs were easily spotted by their flashy jewellery, tracksuit bottoms, baseball caps and… Burberry check. To reclaim their brand, Burberry discounted patterns that were seen as chavvy and hired British Supermodel Kate Moss to represent them.

Can marketing create a need?

Yes, marketing can create a need by exposing us to an offering and highlighting the difference between what is and what could be. To achieve this, marketers may leverage reference groups and an appropriate tone of voice to evoke consumer interest. However, the offering must be relevant and provide tangible benefits to the buyer or end user. No one purchases something that has no benefit to them, no matter how well it’s presented.

Can marketing create a need for your offering?

When it comes to engaging with your audience and turning interest into sales content is king. However, for SMEs, maintaining a constant flow of high-quality content that converts is time-consuming and challenging. However, that’s where I can help.

As a professional copywriter, I offer you the necessary expertise and experience to get your content working for you and your business. So, whether you’re looking to raise awareness, reengage past customers or elevate your cash flow to new heights, give Pipsqueak Media a shout!