ISSUE NO.27

The AIDA Model

In 1898, legendary advertiser Elias St. Elmo Lewis wrote about three advertising principles that he had used throughout his successful career:

“The mission of an advertisement is to attract a reader, so that he will look at the advertisement and start to read it; then to interest him, so that he will continue to read it; then to convince him, so that when he has read it he will believe it. If an advertisement contains these three qualities of success, it is a successful advertisement.”

Lewis’s formula for advertising success was based on consumer psychology, identifying a prospective buyer’s cognitive stages in the buying process. It came to be known as the AIDA model, and it’s so popular that it’s still widely used in marketing and advertising today.

The AIDA model describes a funnel, explaining that marketing is only good if it attracts attention, generates interest, and creates conviction, in that order. When companies follow these steps, they have more control over prospective customers’ path to purchasing decisions.

Here’s how to use the AIDA model in your business:

Attention

The first stage of the AIDA model, Attention, is all about capturing your target audience's interest from the get-go. In simpler terms, this is what makes consumers stop and look at your product.

This means creating eye-catching packaging, compelling advertisements, and attention-grabbing marketing messages. In a crowded market, your product needs to stand out both on the shelf and in the digital landscape. Utilizing vibrant colors, bold typography, and memorable branding can help make your product visually appealing and easily distinguishable.

Online platforms provide an excellent opportunity to showcase your products. Leverage social media, e-commerce websites, and other digital channels to create visually compelling content that piques the interest of your potential customers. Engaging videos, stunning images, and concise yet impactful captions can contribute to building the initial attention your brand needs.

Interest

Once you've captured attention, it's crucial to maintain interest. This stage of the AIDA model involves providing information that resonates with your target audience. You should focus on highlighting the unique selling points, including key benefits, ingredients, or any sustainable and ethical practices employed in the manufacturing process.

When it comes to digital marketing, this includes things like using blog posts, articles, and infographics to delve deeper into your product's story. Show people the value that your product brings to their lives. It’s also a great place to share customer testimonials, success stories, and any certifications or awards your product may have received.

Building a narrative around your brand helps create an emotional connection, keeping your audience engaged and interested.

Desire

Having piqued interest, the next step is to cultivate a sense of desire for your product. This stage involves showcasing how your CPG product addresses specific needs or solves particular problems for your target audience. Create a sense of urgency by highlighting limited-time offers, exclusive promotions, or unique selling propositions that set your product apart from competitors.

Use persuasive language and visuals to evoke emotions that resonate with your target audience. Craft compelling calls-to-action that encourage potential buyers to take the next step, whether it's signing up for a newsletter, requesting a sample, or making a purchase. The Desire stage is about creating a strong connection between your product and the needs and desires of your target audience.

Action

The final stage of the AIDA model, Action, is where you convert interest and desire into tangible results, guiding customers to make a purchase. Implement clear and straightforward CTAs across all your marketing channels, directing potential customers to your website, online store, or retail locations.

Optimize the user experience on your website or e-commerce platform to streamline the purchasing process. Consider incorporating incentives such as discounts or free shipping, to encourage immediate action. Track and analyze customer behavior to continually refine your approach and ensure that your marketing efforts are yielding the desired results.

By using the AIDA model, businesses can tap into consumer psychology to more effectively guide prospective customers through the buying process. By strategically implementing each stage—capturing attention, maintaining interest, cultivating desire, and guiding action—entrepreneurs can create a robust marketing strategy that not only attracts but retains and converts customers.

Until next time,
— The CPG MBA Team

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