Hello and welcome! Since we are going to talk a lot about A.I.D.A/Aida here, I am inviting you to read this blog post while listening to Verdi’s “Triumphal March” from his opera Aida. Because why not treating our ears while working!
As an introduction to this blog post, I would like to start by saying that I wanted to write about this marketing technique for quite some time now. The reason being that I regularly share it with my customers when they need to figure out what information to advertise for within the frame of a campaign, and how to organize said information in order to ensure a maximum impact on their audience’s mind.
This work is always done prior to the start of any creative process since said creative process will follow the guidelines that will have been drawn thanks to the applied A.I.D.A methodology.
So let’s get down to it!
What is the A.I.D.A methodology in marketing?
A.I.D.A is an acronym for a marketing technique allowing to memorize the 4 steps through which a potential customer will “journey” before taking a final decision (ie. subscribing to a service, buying a product, downloading your freebies…)
A method to keep close at hand, particularly when creating marketing content: leafIets and flyers, email campaigns, landing pages…
What does the A.I.D.A acronym stands for?
A
for “Attention”
Meaning: to successfully get the attention of your target audience(s) by highlighting at least one clear advantage linked to your service, product or offer you advertise for, and that makes you stand out from your competitors.
For example, a unique, original offer (personalized assistance…), a discount, and so on.
I
for “Interest”
Now that you have your reader or web user’s attention (well done!), work on gaining their interest.
Make sure that they see where lies the interest of your offer for them: talk about their aspirations, and address the issues they might be facing and that you may help them solve. Remember that they should be able to recognize themselves when reading your content.
To make sure you nail this part, you should now by heart what your target audience’s profile is.
if you have no clue what we are talking about here, read this blog post about the concept of “Customer Avatar in Marketing” and feel free to download the exercice template that’ll help you build yours!
D
for “Desire”
What do we mean by that? Simple: once you have drawn the profile of your target audience and thus grown familiar with their aspirations and the issues they might be facing, rely on this information to provoke the will and desire on their side to go for your product, service or offer.
You will be able to do so by making obvious the advantages said product, service or offer will bring them and what positive impact it will have on their life.
For example: easing their domestic chores, bringing inner peace, improving specific professional skills, developing their leadership, increasing sales, and so on!
A
for “Action”
Fourth and final step, this one will close the deal if you have managed to nail all the previous ones!
This is the part when you have to make sure to invite your target audience to act and, depending on the nature of your campaign, do the thing you want them to do.
That could be contacting you, booking an appointment, buying your product, subscribing to your e-newsletter, asking for further information…
To do so, do not forget to set up working links to relevant pages, feature clear and up to date contact details, and set into place clear and relevant calls to action.
That’s it!
I hope this blog post was useful and that you already have a few clearer ideas of campaigns popping in your mind.
If you have any further questions or remarks on this topic, do not hesitate to leave a comment below this blog post. I usually answer within 2 working days maximum!
If you need any further assistance regarding your creative marketing campaigns, feel free to contact me to exchange about your project!
I would be more than happy to get to know you and to chat about your ideas or questions!
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