Like the iconic Giuseppe Verde opera in four acts by the same name, AIDA should come to mind when we think about scoring an effective promotional campaign. The AIDA model consists of four different phases that lead to the purchase of a product/service.

This time honored formula for product sales that are driven by customer satisfaction is as valid today as it was 35 years ago when we first opened our advertising and public relations business in Arizona’s capitol city.

Because this promotional thought system came up in a staff meeting the other day, I thought this might be an excellent time to re-examine the tenants that make it valid. Perhaps the best way to do this is to simply explore what these letters, themselves, represent:

Attention

Attention is the 1st phase that will spark the interest of a consumer. What sparks attention is usually by its unique design, pricing, and marketing.

Interest

Interest is the 2nd phase that can create a desire for the product/service. A consumer will want to know more about the product/service, its functions and features.

Desire

Desire is the 3rd phase that stimulates an action to buy. After comparing the pros and cons of the product/service and cross referencing with multiple sources, desire may grow which will lead to the purchase of the product/service.

Action

Action is the 4th phase and the last of the AIDA. The consumer will purchase the product/service after completing the 3 phases. Desire triggers action, and the consumer will buy it when the product/service can fulfill his/her desire.

Of course, there is more involved in creating and executing a winning brand campaign, but by keeping in mind – and understanding – the AIDA model, you will know what makes consumers tick, from the pricing structure to the designs and features. With such valuable data, you will be able to craft a product/service to the consumer’s satisfaction.

And, though an astonishingly high percentage of companies and marketers seem to overlook its importance, how we meet the consumer’s wants and needs is the only meaningful test of a product or service’s worth. Moreover, it will be the ultimate determining factor in the success of, not only the campaign but the product itself.

Today’s trend to base marketing campaigns on trends, sound bites and emotion ignores the essential fact that the marketing cycle, particularly in today’s turbulent, somewhat menacing marketplace is more a process than a shoot-from-the-hip adventure. Moreover, it is a process deserving of much thought, contemplation and – dare we say – research.

Just as we can assume that the maestro Verde didn’t pen his masterpiece over night, neither should we expect to be able to craft a worthwhile – not to mention cost effective – marketing plan on a mere whim or long-held set of one-size-fits all beliefs.

So, the next time you are in the shower, humming a few arias from Aida, remember the key importance of the AIDA marketing model in the design of product/services and the efforts to promote them.

The results will be like music to the ear.

Allan Starr founded Marketing Partners of Arizona in 1976, and serves local, regional and national clientele with diverse services including strategic marketing, advertising, public relations, e-mail marketing, SEO and more. He is former governor of the SW District of the American Advertising Federation, two-term president of The Arizona Small Business Assn. and is serving a 6th term on the board of directors of The Greater Phoenix Chamber of Commerce. http://www.marketingpartnersaz.com

Allan Starr, founder of Marketing Partners of AZ, is former gov. of SW District of the American Advertising Federation, two-term pres. of The Arizona Small Business Assn. and is serving a 6th term on board of directors of The Greater Phoenix Chamber of Commerce. http://www.marketingpartnersaz.com

Author Bio: Allan Starr founded Marketing Partners of Arizona in 1976, and serves local, regional and national clientele with diverse services including strategic marketing, advertising, public relations, e-mail marketing, SEO and more. He is former governor of the SW District of the American Advertising Federation, two-term president of The Arizona Small Business Assn. and is serving a 6th term on the board of directors of The Greater Phoenix Chamber of Commerce. http://www.marketingpartnersaz.com

Category: Marketing
Keywords: AIDA model,marketing,increase sales,marketing strategy,brand campaign,marketing research,advertising