In its purest essence, marketing aims to attract various customers with the objective of providing certain promotion, strategy, and implementation services for a product or brand. However, to achieve a successful collaboration, it is first necessary to reach the point where we can offer these services. Thus, the question remains: what tactic do we use to reach the desired clients and target audience, and more importantly, how do we retain them?
First proposed in 1898 by Elmo Lewis, the AIDA model (Attention, Interest, Desire, Action) has become the communication theory on which the cognitive stages are built, through which a person goes when confronted with a product or a new idea. Each potential customer’s perception will automatically go through a series of processes that influence the outcome – the purchase of the product. These events and moments described by the AIDA model occur when the consumer encounters an advertisement, a product, or anything else from the realm of advertising and marketing.
By identifying and then controlling these stages, the transformation from a potential client to a future client becomes a tangible reality that can be adjusted according to observed needs.
According to this model, the four stages that the client will go through can be easily identified, and depending on the success of each, the final objectives can be achieved.
It all starts with A, for Attention:
In the first stage, as the name suggests, it is important to capture the target audience’s attention and manage to get on their radar. Since first impressions are always vital, we must use all necessary tools and experience to distinguish ourselves from other potential options.
At this point, we need to concretely identify what strategies we will use to initiate the first stage of attracting the client, which platforms are suitable for the desired client, and most importantly, 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 method of attracting attention.
- Personalized and niche messages are also a good alternative for a smaller, more intimate audience.
- Teaser campaigns offer a unique chance to spark curiosity without revealing all the details at once, thus prolonging the excitement for what follows. Smart targeting of the audience that is of interest to us, without unnecessarily expanding.
- It is said that a picture is worth a thousand words, so consider that a visual must always align with the message conveyed, yet without losing its personality and uniqueness.
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Remember: The goal remains to create awareness and attract the attention of potential clients. The campaign’s requirement is the limit!
I – Interest
Now that we have managed to capture the client’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 to spark the client’s interest at this stage. This step is crucial in the AIDA model because if we fail to convince the client why we are the best option, we will not be able to move on to the final purchase stage.
The focus should be on all the advantages and strengths of the product we want to promote, thus proving why purchasing it is necessary and recommended. Clear, impactful messages are recommended, as well as useful information about the product that differentiates it from the competition.
Here is the moment when we can highlight all the features and benefits, we have at our disposal and dress them in the most wonderful visual.
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D – Desire
After presenting all this useful information and having the client’s interest, now is the part where we must convince them why they need this product or service and why they should then purchase it. The interest stage and the desire stage often intertwine and complement each other, following one another naturally. When a product is desired, the reason for its desire appears after the previous process.
Whether it is impeccable and as quick as pressing the “Like” button customer service, demonstrating the product’s usefulness and uniqueness through a creative testing and presentation campaign, real and well-documented testimonials, or creating a limited and much-coveted edition, it is important to provide solid reasons for wanting this product.
Irresistible offers, discounts, and generous testers are always welcome and appreciated, regardless of the occasion, so do not forget to consider these options.
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A – Action
After successfully going through all these stages, it is time to conclude the process strongly with the product purchase.
Messages that prompt action such as “Don’t miss the opportunity” or “Grab the offer” are a good opportunity to remind the client that now is the best time for this purchase, so a Call To Action is always welcome.
Streamlining the purchasing process is also important, to not present chances of withdrawal due to complicated details (e.g., cash-only payment, a cumbersome purchase process that takes too much time, etc.). The availability of customer service offered to the client is a bonus that proves that any problem has a solution, and the interest in resolving it exists. For every question, there is a guaranteed answer, and the client’s curiosities or problems are validated.
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Despite the AIDA model being introduced over a hundred years ago, the principle underlying it remains relevant and useful even today. The cognitive process demonstrated in this theory can be easily applied to current situations, even online, with minor adjustments.
By considering these stages when creating a strategy, we can control and verify the success of campaigns. Capturing attention, maintaining interest, sparking desire, and finally the action that comes in the form of a purchase are elements that appear daily in 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!
