A.I.D.A Model in Marketing
Communication
AIDA
Model. AIDA stands for
attention, interest, desire, and action. It is an acronym used in marketing and
advertising, which helps marketing managers develop effective communication
strategies and communicate with customers in a way that better responds to
their needs and desires.
If
you've ever been motivated to take action due to an advertisement, you've
likely been influenced by a technique called A.I.D.A, which stands for
"attention, interest, desire, action." This process is used by many
marketers in their communications to entice prospects to make a purchase or
take a desired action. The technique is commonly used in advertising vehicles
such as television commercials and direct mail pieces.
Attention
The
attention portion of the marketing message occurs at the beginning and is
designed to give the prospects a reason to take notice. Presenting a shocking
fact or statistic that identifies a problem which can be solved by the product
or service is one common method of gaining attention. Other methods can include
asking a thought-provoking question or using the element of surprise. The
purpose is to give the prospects a reason for wanting to learn more.
When a product is launched
the first goal is to grab attention. Firms spend millions thinking about
how to grab attention for their product. The method used to gain attention will
depend on the product, options include sponsorship, hospitality events and
large promotion campaigns. If the product is a gadget or technology a firm may
decide to showcase it at a technology exhibition for example E3 the annual
video game conference show which is visited by journalists and technology
industry professionals. If the product is trendy and fashionable the firm may
ask a celebrity who will appeal to the target market to endorse it.
Interest
Once
you've gained the prospects' attention, the next step is to maintain interest in
your product or service to keep the recipients engaged. Explain to the
recipients how the problem you've identified in the attention step is adversely
affecting their lives. A demonstration or illustration can help the recipients
to further identify with the problem and want to actively seek possible
solutions. By personalizing the problem, you're making it hit closer to home.
Once you have secured
people's attention, the next job is to hold
their interest. This is done by promoting product features and clearly
stating the benefit the product has to offer. The aim at this stage is to
provide the customer with information that will move them to the next stage of
the process, desire.
Desire
In
the desire stage, your objective is to show the prospects how your product or
service can solve their problem. Explain the features of the product or service
and the related benefits and demonstrate how the benefits fulfill the need. A
common advertising process is the "before and after" technique, such
as when a cleaning product makes a soiled item look brand new. If done
effectively, the prospects should now have the desire to make a purchase.
The third stage is desire; at this point
you want the information (interest) customers have about your product to create
a desire to have your product. A unique selling point will help customers
desire it over competitor products. If your product is a trend setter, the
latest "must have" product, buzz marketing will help
create a strong desire.
Action
Now
that you've created the desire to make a purchase, the final step is to
persuade the prospects to take immediate action. In a one-on-one sales process,
this is the time to ask for the sale. In the advertising world, techniques
involve creating sense of urgency by extending an offer for a limited time or
including a bonus of special gift to those who act within a specific time
frame. Without a specific call to action, the prospect may simply forget about
your offer and move on.
The
final stage is the purchase action, if a company has been successful
with its AIDA strategy then customers will purchase its products. The task at
this stage is to help the purchase action by making it as simple as possible.
For example by offering a range of payment options and avenues e.g. Credit
card, cheque, via high street shops and through the internet.
An
example of the AIDA model
Here is a case study
from our Marketing Models Guide showing how an award-winning
hairdressing company, Francesco Group used the model to launch
their new salon.
- 1. Awareness: Ran a PR campaign four months prior to launch, promoting award, stylists, qualifications etc. and was reinforced through a DM campaign to targeted customer groups.
- 2. Interest: Executed a direct mail campaign to offer a free consultation or hair cut and finish. They used research to support that this would work, as females are loyal if the offer is compelling.
- 3. Desire: Close to the opening of the new salon, they ran exclusive local launch events which was advertised through local press and social media. This created a local buzz for 'people wanting an invite' and excited to see the new salon.
- 4. Action: Clear CTAS were positioned on the Facebook site (call to reserve), the website (call to book) and local advertising (call in to receive discount or the offer.
The case study didn't highlight
Retention, though there are many ways to increase loyalty around sign up to
mailing lists or social platforms which offer news about offers and events,
discounts on product ranges, discounts according to frequency of visit,
etc
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