Walker's Hierarchy of Marketing Needs [E101] - The Auto Repair Marketing Podcast

Thank you to our friends at RepairPal for providing you this episode. As shop owners we were part of RepairPal’s Certified network and you can learn more at RepairPal.com/shops.Show Notes

• Matt Fanslow planting the idea
• Procrastination - then knee surgery
• I thought it would be a novelty piece
• What is Maslow’s Hierarchy of needs? - From Wikipedia: Maslow’s Hierarchy of Needs is a theory in psychology proposed by American Psychologist Abraham Maslow in his 1943 paper “A Theory of Human Motivation” in the journal Psychological Review.
• I was watching a video - The author made the point that, “Maslow’s Pyramid remains a hugely useful object to turn to when we are trying to assess the direction of our lives.”
• Explain the pyramid
• Read this - The pyramid is also a great visual because it shows that there is an order to things. You have to build a pyramid from the bottom up, and the foundation of the pyramid is the most important part.
• It is often shown that people live lives that are out of order with the pyramid. Those who focus on accumulating things but never get to the “self-actualization” part of life are living a life out of balance where they will never achieve true happiness.
• Those who focus on self-actualization without making sure their basic needs are met are living a dangerous life – an upside-down pyramid – where they could be toppled over at any moment.
• THIS is why Maslow’s Hierarchy of Needs is a perfect comparison to marketing a small business like an auto repair shop.
• There is an order to things. You want to build on a solid foundation. You shouldn’t just focus on the marketing tactics you are most interested in, but rather what is most important to the business’ survival first, then long-term growth, and then thriving as an empire.
• Talk about the name “Walker’s Hierarchy”
• Level 1
• Maslow’s - physiological needs - air, water, food, shelter, clothing, reproduction
• Walker’s - Marketing Foundations - Google Business Profile, Website, Social Media
• Level 2
• Maslow’s - Safety - personal security, employment, resources, health, property
• Walker’s - Reputation - Reviews, Content Marketing, SEO, Google Ads
• Level 3
• Maslow’s - Love and belonging - friendship, intimacy, family, sense of belonging
• Walker’s - Networking - Chamber of Commerce, BNI
• Level 4
• Maslow’s - Esteem - respect, self esteem, status, recognition, strength, freedom
• Walker’s - Brand Building - Brand building, advanced digital strategies, community involvement, shop culture
• Level 5
• Maslow’s - Self actualization - desire to become the most you can be
• Walker’s - World Changer - Thought leadership, strategic partners
• Invite to read the article

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