In its pure essence, marketing aims to attract various customers, with the objective of offering certain promotion, strategy and implementation services for either a product or a brand. But in order to achieve a successful collaboration, it is first and foremost necessary to be at the point where we can offer these services. So the question remains: what tactics do we use to reach the desired customers and target audience and above all, how do we retain them?

First proposed in 1898 by Elmo Lewis, the AIDA (Attention, Interest, Desire, Action) model became the theory of communication based on which the cognitive stages that a person goes through when faced with a product or a new idea were built. Thus, the perception of each potential customer will automatically go through a series of processes that influence the final result – the purchase of the product. These events and moments described by the AIDA model occur when the consumer comes into contact with an advertisement, a product or anything else in the sphere of advertising and marketing.

By identifying and then controlling these stages, the transformation from a potential customer into a future customer becomes a tangible reality, which can be adjusted according to the observed needs.

According to this model, the four stages that the customer will go through can be easily identified, and depending on the success of each of them, the final goals can be met.

It all starts with A, from attention:

In the first stage, as the name indicates, it is important to capture the attention of the target audience and to be able to get into their sights. Because first impressions are always vital, we must use all the necessary tools and experience to be able to distinguish ourselves from other potential options.

At this point, we need to concretely identify what strategies we are going to use to initiate the first stage of customer attraction, which platforms are suitable for the desired customer and above all, how do we make this target audience aware of our product?

• Placing interesting banners in unexpected locations for a guerrilla marketing campaign, for example, can be a creative way to attract attention.
• Personalized and niche messages are also a good alternative for a smaller and more intimate audience.
• Teaser campaigns offer a unique chance to arouse curiosity, without giving all the details at once and at the same time prolonging the excitement for what’s to come.
• Intelligently targeting the audience that is of interest to us, without expanding unnecessarily.
• It is said that a picture is worth a thousand words, so take into account that a visual must always align with the message conveyed, but without losing its personality and uniqueness.

Remember: The ultimate goal remains to create awareness and attract the attention of potential customers. C̶e̶r̶u̶l̶ the campaign requirement is the limit!

Source: GIPHY

I – Interest

Now that we’ve managed to get the customer’s attention, we can move on to the next part of the process – maintaining it. By demonstrating the benefits and advantages offered by the product or service we want to promote, we manage at this stage to arouse the customer’s interest. This step is crucial in the AIDA model, because if we fail to convince the customer why we are the best option, we will not be able to move on to the final part of the purchase.

The focus should be on all the advantages and strengths of the product we want to promote, thus proving why its purchase is necessary and indicated. Clear, impactful messages are recommended, as well as useful information about the product that differentiates it from the competition.

This is the moment when we can bring forward all the features and benefits that we have at our disposal and dress them up in the most wonderful visual.

Source: GIPHY

D – Desire

After we have presented all this useful information and we have the customer’s interest, now is the part where we have to convince him why he needs this product or service and why he needs to purchase it later. The stage of interest and desire often intertwine and complement each other, following each other naturally. When a product is desired, the reason why it is desired arises after the previous process.

Whether it’s impeccable customer service as fast as pressing the “Like” button, demonstrating the usefulness and uniqueness of the product through a creative testing and presentation campaign, real and well-researched testimonials, or creating a limited and coveted edition, it’s important to provide good reasons to want this product.

Irresistible offers, discounts, and generous testers are always welcome and appreciated no matter the occasion, so don’t forget to consider these options as well.

Source: GIPHY

A – Action

Once we have managed to go through all these stages successfully, it is time to end the process in force with the purchase of the product.

Action-prompting messages such as “Don’t miss the opportunity” or “Grab the offer” are a good opportunity to remind the customer that now is the best time for this purchase, so a Call To Action is always welcome.

Streamlining the purchase process is also important, so as not to present chances of withdrawal due to complicated details (e.g. payment only in cash, a cumbersome purchase process that requires too much time, etc.). The availability on the customer service side offered to the customer is a bonus that proves that every problem has a solution, and the interest in solving it exists. For each question there is a guaranteed answer, and the client’s curiosities or problems are validated.

Source: GIPHY

Despite the fact that the AIDA model was introduced more than a hundred years ago, the principle behind it still remains relevant and useful even today. The cognitive process demonstrated in this theory can be easily applied to current situations even online, with small adjustments.

By taking these steps into account when creating a strategy, we can control and verify the success of campaigns. Attracting attention, capturing interest, arousing desire and finally the action that comes in the form of a purchase are elements that appear daily on numerous occasions, from small, large and medium-sized products.

All that remains to be done is to identify a new opportunity and get straight to work!