Understanding the 4 key elements of the AIDA Model will allow you to focus on crafting messages in marketing communications campaigns and attracting target customers, as well as understanding customer psychology.
So let’s study with Marketin247 in detail about this process of understanding consumer psychology!
4 Main Components of the AIDA Model
1. Awareness – Attracting customer’s attention and creating brand knowledge
At this stage of the business, it is necessary to make efforts to make the target customers know about your brand, products, and services. To understand the target or potential customers of the business, marketers need to understand how to apply Maslow’s Hierarchy of Needs in marketing.
Tools commonly used at the awareness stage include advertisements, videos, podcasts, and social media platforms.
Your biggest challenge here is to capture the attention of your target audience in the midst of competition. Customers need to know you exist before they make future interactions with your brand.
Some experts in the field of Digital Marketing estimate that the average person is exposed to 4,000 different advertising or promotional messages per day. That is your competition and you need to be noticed.
So how do your marketing messages break through and linger in the minds of your target customers?
- Build a standout image in unexpected ways.
- Attract viewers with bold colors.
- Create videos with sensational and entertaining content.
- Add stimulating graphics on the landing page.
- Use music that evokes nostalgia.
For example, businesses often hit target customers’ psychology through personal interests or impressive news on articles and advertising titles. This information stimulates the reader’s curiosity about the product.
However, even though you should always try to attract customers’ attention, you should also be careful not to become “too disruptive”. Because there’s a fine line between clever and offensive marketing.
Mini Cooper promotional campaign example
This is a great example of the AIDA Model that successfully captured a lot of attention. This car company has placed giant cartons with torn gift wrapping paper on the streets of Amsterdam.
The outside of each carton has the words MINI COOPER, and inside is the company’s car that has been carefully packed. Obviously, every passerby must stop and take a look at what is inside the cartons. This aroused curiosity making the promotion successful.
2. Interest – Creating and maintaining interest
After capturing the interest of target customers, the most difficult stage for businesses is what to do next to keep or heighten interest.
This AIDA phase typically uses web content, newsletters, blogs, and email marketing plans.
Customer retention can be made easier by:
- Creating fun, highly entertaining videos
- Using music material
- Partnering with influencers who are familiar and target audience can easily associate with.
A page with too many words or elements will obviously be difficult to stimulate the customers’ feelings of curiosity and excitement.
The brevity but right on to the needs of the consumer is guaranteed to help the buying process quickly transition to a new stage.
An example is the Adidas promotional campaign with the message “Every Team Needs the Spark”.
The photo of Lionel Messi initially attracted many target consumers like sports enthusiasts, especially football.
The contrasting colors of the men’s shoes and the message line convey that this is a shoe advertisement.
The shoe seems to be emitting a “spark” which means fast performance and the caption also carries the same thought.
This makes customers curious and wants to see the outstanding features this new shoe product line has and how it can create that “spark”.
3. Desire – Eliciting desire
This stage of business aspiration is when you have to make your target customers believe in the following things:
- Benefits your product or service brings?
- Your product or service is the solution to their problems.
At this stage, you should clearly emphasize the features and benefits of your product, as well as show how these features are different or superior to competitors’ products.
However, do not emphasize the features too much, but focus on demonstrating the advantages, because you want to “Sell the sound of sizzling hot, not fried meat”, as seen on the“Where’s the beef?”.
Example campaign “Where’s the beef?” by Wendy
In 1984, Wendy’s ran a massive publicity campaign with the famous slogan “Where’s the beef?”, to highlight the fact that their burgers contained more beef than their competitors, like McDonald’s and Burger King. This is an impressive example of the AIDA Desire stage model that you can refer to.
4. Action – Driving decision and action
Once you have had enough attention, interest, and desire, you need a final call-to-action for the customer to buy or at least start trying the product.
On your website, you can add call-to-action by adding a link or button so your audience can learn more about your brand, sign up for a free trial, create an account, or add items to a shopping cart.
Special offers or rewards will also help motivate customers to make faster purchasing decisions.
Example of Amazon “EMI options”
Amazon encourages users to purchase products with its “EMI options” payment method, which allows them to purchase high-end appliances and gadgets even with a tight budget.