As with any marketing course, we study the 4 Ps (product, price, promotion, and place.) During the study of promotion, we go over a concept worth
review beyond my classroom: The AIDA model.
The AIDA model is an action-oriented promotion model and the letters stand for
I – Interest (hold interest)
D – Desire (arouse desire)
A – Action (obtain action)
Real World Application
The next time your company runs a promotion (and I mean any kind of promotion including magazine ads, handouts, brochures, commercials, signs…anything), remember AIDA and ask yourself these questions:
- Does my promotional item get attention?
- Does it hold interest?
- Does it make the potential buyer crave the product or service?
- Is it clear on how/where to buy the product?
Address each of these questions for each promotional piece. Note that #4 is often overlooked, minimized, or forgotten. Don’t underestimate the power of telling your prospect of exactly how to buy.