The AIDA marketing model is still relevant in today’s business world

A is for AIDA - Part of the A-Z of marketing strategy series

When we discuss marketing strategy and planning with our clients we find that even those with very little marketing experience have come across the AIDA marketing model.

The concept is simple and highlights the stages that buyers may go through before they make a purchasing decision. AIDA acts to guide your marketing activities and messages to make them more effective at each stage of the buyer’s journey.

What does AIDA stands for?

AIDA is an acronym and helps you consider the actions you need to take at each stage of the process as you attempt to move your audience on towards the ultimate objective, a conversion. The 4 stages comprise of:

Awareness: This is what you do to make your audience aware of who you are and what your brand, product or service does.

Interest: They know who you are. You now need to give them a reason to take a closer look into how you can help them.

Desire: Your communication should be trying to create an emotional bond with your audience and move them from liking to wanting what you offer.

Action: What is it you want them to do next? Your Call To Action needs to persuade them to take the next step e.g. download, call, buy etc.

Too many businesses and fellow marketers will spend effort and resource to create a “Brand Awareness” campaign with no real thought as to what happens next. This is akin to asking people to look in your shop window when the shop is empty. Yes they now know you have a shop but so what.

Using the AIDA model in your next campaign

Before you kick off any campaign you need to understand what you’re trying to achieve and how you’ll measure success. If you want to increase revenue streams through lead generation initiatives then you can’t always jump in with the message, buy now and expect great success (unless your targeting an audience that know you well).

Some of your audience will be ready to buy but most will need to be persuaded. They’ll also be active on different platforms and prefer to read or view content via different mediums.

In the example below company X intend to launch a new product soon and are use the AIDA model to guide messaging and delivery.

Awareness: In the run up to launch they intend to run a series of teaser ads highlighting known problems that their product will solve. They will also target current customers through email and direct mail.

Interest: Immediately prior to launch they will run a paid search campaign supported by direct mail, social media and email directing their audience to a video demo of their new product. Visitors to the site will be informed about a series of live launch events and be able to register to attend.

Desire: A series of local launches will take place in key areas promoted through local advertising, social media and direct invites to current customers. Visitors at each launch will hear a renowned speaker and be able to get a hands-on demo of the product. Local media has been invited along to help create a buzz. The events will be streamed live and used in social media promotions.

Action: At each event clear Calls To Action (CTA”s) will draw attention to a special offer of 10% discount and free product training for the first 25 buyers. Online CTA’s will focus on offering on-site demos to stimulate demand.

By following the process above company X are able to plan their messaging and activities to drive their audience through the sales pipeline in a structured manner rather than pressing the go button and praying for success.

As marketing has evolved some marketers have added an additional “R” to the model, which then becomes AIDAR. The R stands for retention and highlights the importance of customer lifetime value and how looking after your customers can lead to the generation of referrals for your business.

If you’d like more information on how we can help improve your marketing planning, Get in touch for a coffee and a chat.