Whilst the AIDA Model is not really being used in today’s advertising/marketing in a step by step approach but it was the foundation of how prospects could become customers. AIDA meaning ATTENTION, INTEREST, DESIRE & ACTION can be used intentionally to increase consumer behaviour.
ATTENTION: Many marketers often over look “Attention”. Many assume that the product or service already got the attention of the consumers – this may or may not be the case. In any event, don’t just assume that everyone is already aware of your product. When a customer walks past a boutique most times the shop manager displays the best fitted garments at the shop window. E.g display the best seller products on your website or sometimes it’s the catchy headline of an email subject or title of your YouTube videos etc As a Business you must always find a way to get the attention of your prospects or potential customers.
This rule needs to be the same regardless of your business exist in a physical building or online. Always consider thinking through various ways of attracting potential customers through whichever channel.
INTEREST: So you have been able to get your prospects attention but now you have to heighten their interest in the product/service. For example, Discounted products/services can catch the interest of a customer because everyone loves a bargain even before a decision is made to buy e.g. 50% OFF or buy one get one free would go down really well don’t you think?.
A good example of this is Wendy’s “Where’s the beef?” ad campaign that focused on the fact that Wendy’s hamburgers contained more beef than their competitors’ hamburgers.
The question is what exactly do I like about this product that it has kept me interested? For Wendy’s everyone wants to eat healthy clean food considering there has been a lot of rumors about burgers being mixed with horse meat etc. That would straightaway gain the interest of burger lovers
DESIRE: If interest in the product is captured, now we need to persuade the prospect into wanting to own this product or buying the service. Most times when there is desire it’s usually because the product/service solves a problem, meets a need or just gives a happy vibe.
Example: The desire to own an iphone for many goes beyond the just making a phone call. It’s about the camera for some customers or just wanting to be associated with the brand because most people have one. Provide clear statement of the benefits of the product or service, taking into account the daily lives of the target group. In the online shop, a bullet point list can generate the desire to buy. This desire to buy can also be awakened by an advertising medium that specifically addresses the emotions of the customer. E.g able to record 4K movie quality, take motion pictures etc
ACT: Once a customer desires a product then moving them into taking action is the next thing. Example: In the case of online shops, this would ultimately be the shopping cart process, in which a customer goes from being a lead to getting converted to a customer by adding there items into the basket. The customer can be encouraged to buy the product with a call-to-action.
YOU HAVE TO BE INTENTIONAL ABOUT GETTING YOUR CUSTOMERS TO BUY YOUR PRODUCT/SERVICE. YOU HAVE TO TRY DIFFERENT WAYS TO GET ATTENTION – MAINTAIN INTEREST – CREATE DESIRE AND GET YOUR CUSTOMERS TO ACT.
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