Have you ever sampled foods in a grocery store? This is one of the techniques marketing companies use to draw your business. In this lesson, you’ll learn about how consumers become engaged in a promotional message. Discover the AIDA concept and understand how consumers respond to a marketing message.
Marketing Mix: Promotion
Do you have a favorite television ad? Is there a certain radio jingle that has caught your interest lately? Marketers are constantly searching for promotional ways to gain your attention.
You should remember that promotion is one of the elements of the marketing mix, or the Four Ps from our previous lesson.The promotional mix is made up of advertising, sales promotion, personal selling and public relations. The ultimate goal of promotion is to have the consumer purchase a product or service. If the business is a non -profit, then the main goal would be to convince the consumer to make a donation or take action.
The AIDA Model: Interest
A consumer that is aware of a product does not always necessarily go ahead and purchase the product. The marketer needs to get the consumer interested enough to desire to purchase the product. One key way a marketer can generate interest would be for the consumer to get hands on experience with the product through demonstrations.
The ninja could have a product taste sample of the Hot Cake Bars. They are attracted to the store from the smell. Now, they need to taste the sample.Companies, like Apple, rely on stores with the product easily accessible for consumers to gain interest through hands-on experience. Another way marketers can get their target market is to court early adopters. Early adopters are consumers who are the first to buy the product, and hence other consumers depend of them for their product advice. Early adopters can be consumers who have a large, disposable income, a celebrity or even an average consumer who has a deep interest in a specific category.
Companies will even pay celebrities to carry or use their products to create interest in their target market. Once the consumer has developed interest in the product, the marketer must then step up their persuasion techniques and create consumer desire.
The AIDA Model: Desire
Our ninja is now aware of the new Hot Ninja Cakes and has taste tested a sample at a local shop, which has resulted in much interest. The ninja now wants or desires a box of Hot Cakes for dessert. Desire usually is a want for a specific, branded product.
A marketer doesn’t want the ninja to have a want for food and not buy a Hot Cake. The marketer wants to create a desire for their specific product by convincing consumers that the Hot Cakes are the best solution to satisfy their hunger needs.Companies try to promote exclusivity or special brand bonuses that the consumer will get by purchasing their product. For example, Apple creates a desire for their products by creating new versions frequently, offering special options, such as the iTunes store for music and apps, and also showcasing state of the art bonuses, such as an eye scanner for security. Once the marketer has moved the consumer through the first three steps, it’s up to a bundle of final techniques to get the consumer to actually take action and purchase the product.
The AIDA Model: Action
The last part of the AIDA Model is to have the consumer take part in a conative thinking sequence called action. There are different ways that a marketer can motivate a consumer to take action and purchase the product. The most popular ways are for companies to use promotions and price discounts to invite the consumer to buy. The second way marketers can motivate consumers is by communicating the product’s features and benefits.The consumer will go through all of the AIDA steps with high involvement products, such as technology, vacations and new home purchases.
Consumers might quickly skip a step with low involvement purchases, such as buying a pack of gum or a water bottle.
There’s a specific way consumers react to a marketing message. The AIDA model provides insight into how a consumer moves through Attention, Interest, Desire and Action steps.
Marketers can gain the attention of consumers by product samples, large visual signs and other sensory techniques. Once the marketer has the attention of the consumer, they must craft their interest through product demonstrations, information and ads. Companies must then create desire by focusing on creating a want for their specific brand, and lastly, consumer action through promotions, price discounts and calling out of features or benefits.
After watching this lesson, you should be able to identify and describe each step of the AIDA model, and understand how to apply each step to marketing.