Improve Your marketing Using the AIDA Model
While the main aim of every business is to sell their product, running ads and asking your customers to buy, buy, buy is absolutely not the way to go. Building a brand will bring in more customers than ads ever could. Not only will it bring in more customers, but it will also help you, as a business owner, to retain customers longer and build customer loyalty. Here’s where the AIDA model comes into play.
The AIDA Model, representing the Awareness, Interest, Desire, and Action model, is an advertising model that shows business owners a systematic way to build their brand. It helps you, as a business owner, to first, target customers who are not aware of their product and eventually persuade them to take action and buy the product.
There is no longer a consumer-company relationship as social media has been instrumental in achieving the various objectives of AIDA with information added by other customers through social and community networks.
Essentially the AIDA model outlines the evolution of the Customer-Product relationship. This model has shaped ideas for marketing and sales strategies for more than a century. The formula can still be found in current general sales books. In addition to this, AIDA is also used in Digital Marketing to plan and analyse the effectiveness of such marketing campaigns, and it still provides important information for the analysis of advertising messages. The genius of this simple formula can be found in its flexibility of application in areas other than store-based or stand-alone sales.
A – Awareness
The first section of this model focuses on awareness. The purpose of this section is to make as many people as possible aware of the product and the quality of the product.
This is an act of product thinking. At this stage, customers become aware of the product and begin to develop specific knowledge of the features and benefits of the product. The attention span of the customers is usually grabbed and held through advertising. All products or the products that the customers are aware of, are part of the so-called ‘awareness set’. This is a small part of the ‘complete set’ of products found within a particular product category. At this stage, the main aim is not to get the customers to buy the product, which will happen eventually but to simply create awareness about the product in the market.
Product awareness is often achieved by advertising the product to a wider array of audiences. This is done for all medium that is considered to be the most effective and convenient to reach all potential customers, while also considering advertising costs. Clearly, with the emergence of new forms of media, such as social media, new forms of communication are being used to create awareness about the product. For example, there has been a considerable rise in the use of “influencer marketing” through social media platforms in the last few decades.
For example, let us consider Apple. One might think that such a brand has no need to create awareness but if we observe, the company announces the launch of a new product months before the product actually comes out. The product is extensively marketed and people are made aware of all of the features considerably before the actual launch of the product.
I – Interest
At this level, customers go beyond product knowledge and actually begin to develop attitudes, preferences and perhaps even interest in the product. All products that customers are interested in, may be part of the so-called ‘set consideration’. This means that consumers are more likely to consider buying the product in the end. There are still some hurdles that the producer will have to cross in the customer’s thought process before they finally buy the product.
People who have an interest in any particular product, good or service are known as suspects. Following the awareness, they become interested in learning more about the product. They want to develop an understanding of utility and how it can penetrate their lives.
This development of interest can be promoted in a number of different ways. Some levels of detail may be included within the ad. Generally, however, interested parties use their power to search for more information about a product. For instance, in the case of a technological product, a potential customer may look for technical information on the manufacturer’s website to learn more about said technology piece.
Example: A woman has created a direct post-campaign to offer free consultation or haircuts and hairstyles. Potential customers used research to support the fact that this would work, as women are more trustworthy if the sale is compelling.
However, prior taking any action, these potential customers will have to go through two more stages.
D – Desire
The AIDA Model Desire step is still part of the customer understanding phase. However, the interest that the customers initially had, greatly evolved into a real need. Customers are already thinking about the product.
For those suspects who have found an interest in the product, there will be a more solid basis, after their testing of the product, to develop a passion for it. These people are known as prospects.
At this stage, prospects have a clear desire for a product, good or service and would like to avail it. They may still have some hurdles to overcome in their decision-making process. These barriers may include price or trade conflicts, but they are perfectly suited to be converted into customers.
Example: Near the opening of the new salon, a special launch event was hosted. This event was advertised by the media and social media. This has created a buzz of local ‘people looking for an invitation’ and excited to see a new salon.
A – Action
The last phase is the behavioural phase. That’s when customers do something or in other words, take action. This may be different from visiting a retailer to see a product show or writing an email to a store owner for more product information. Of course, in the end, these actions should hopefully lead to the purchase of the product. As a result, the products that have made it to this category are part of the ‘selection set’ or ‘purchase set’.
In hopes of developing a real product desire, there will be another subset that makes the final step in completing the purchase. Once they take that last step, they stop being optimistic prospects and become customers.
This step of turning from a prospect into a customer takes thoughtful action on the part of that person. This action usually takes the form of the purchase of the desired good.
There are strategies that retailers or other organizations are using in this category to find these people through this last-ditch barrier. These measures are aimed at transforming them from the expectations of the product to becoming a real consumer. Examples of these methods often include the use of behavioural science knowledge. It involves influencing building materials.
Example: Clear CTA has been featured on Facebook (call to reserve), website (call to book) and local advertising (call for a discount or offer).
We all know that retention is the key to upsell, sales, posting, advocacy and the list goes on, as companies are also focused on LTV.
The original AIDA model did not write about customer retention after purchase. You want your customers to be happy so they will come back and get more or give you more sales leads.
The additional “R” is sometimes inserted by Marketers to indicate the importance of continuous relationship building to provide the AIDAR model.
In short, the AIDA model is one of the most effective marketing strategies a company can use. By making good use of this model, the marketing department of a firm can draw directly into the consumer’s mind, moving it successfully through the AIDA model stages into a decision-making process.
The AIDA communication model can be used as a key component of a mixing marketing strategy. Make sure that all marketing mix items (product, price, location and promotions) will help take customers through AIDA and lead to the purchase of your products.