What is the AIDA Model?
The AIDA Model is a 4 Stage process that explains How Customers perceive Products.
- It Describes the Evolution of the Customer-Product relationship.
These Perception Stages are important to design the Advertising or Marketing campaigns that could be more effective.
It’s name, AIDA, is an acronym for the four Stages proposed:
Four Stages of the AIDA Model
1. Attention: The First Interaction between the Customer and the Product.
- The first moment the Customer sees the product.
2. Interest: The Client then gets Interested in the Product.
- Once the Client has learned more about the Product.
3. Desire: Once the Client has confirmed the characteristics of the Product, he Desires it.
- Interest becomes a “need.”
4. Action: Finally, the Customer Approaches the product.
- Tries it and, eventually, buys it.
Let’s see the first example:
AIDA Model example: Coca Cola
Coca-Cola is a very well known product.
- Everybody knows what Coca-Cola is and How Coca-Cola tastes.
It seems that now, they don’t need to think about the AIDA Model…
- …. Or do they?
If you watch any of their TV commercials, you will find that they know the AIDA Stages very well.
First, they show a situation that has nothing to do with Coca-Cola.
- They attract the attention of consumers.
Then, they develop a Story; generally, a “beautiful” and familiar Story.
- This Story makes you not skip the Advertisement (if you are watching YouTube, for example).
In this Story, they associate Desired values with Coca-Cola: Friendship, Happiness, etc.
- Values and Situations everybody desires, no matter their country or culture.
Finally, they show people What they can Do to satisfy these Desires:
- You guessed it: Drink a Coca-Cola.
As you can see, the AIDA Model is very versatile.
- It can be used in many different ways.
Also, it is very easy to use.
Here are some Tips on How to use the AIDA Model in Marketing:
Attention and Interest Stages are very Important.
- Clients must “Need” your product and, to do so, they must know about it.
- Lots of companies Forget about it.
Some Ads should attract Attention and others should Inform.
- Use both Types of ads and showcase your product features.
- In the end, people must know why your product is better that others.
Desire comes from targeting the right Customers.
- Your customers will only “Desire” your product, if it really solves something for them.
- Not everyone will feel the “urge” to buy your product.
Offer different ways of Interacting with your Customers.
- Make it Easy for Customers to jump into Action.
- Sometimes customers need to know the product better before buying it.
The best way to understand the AIDA model and how you can use it is by sharing some examples with you:
AIDA Marketing examples
We have chosen 4 different examples of famous Companies (and a small Business) that used the AIDA model to design their Marketing Campaigns.
- Knowing it or not.
Apple - AIDA Model example
We are aware that we talk a lot about them but, as it is the largest company in the world (today) there are many things that they have surely done well.
Let’s take a look at How Apple used the AIDA model in its legendary iPhone introduction.
- The first one, done by Steve Jobs.
Apple announced that they were about to introduce a new product: Something no one had seen before.
- Expectations and “Attention” were high.
Steve Jobs explained the technical characteristics of the product before showing it.
- This made people focus more on the great features of the iPhone.
Once people knew what this product was capable of, Steve Jobs showed it.
- He also highlighted some features that people had always Desired.
Finally, Steve Jobs showed some Action: He used it.
- Showing evidence that it was real and “reachable”.
Adidas - AIDA Model example
Adidas, the famous sportswear company, uses the AIDA model like many other large companies.
Well, as in many other large companies, depending on what they are advertising, they Inform customers about a new product, or they simply Inform about how “cool” Adidas is.
Their Marketing Campaigns have changed over the years but, let’s try to summarize them:
In many of their commercials, famous people appear, whether they are athletes or not.
- This makes people pay attention to the commercial.
These celebrities often do or say something Interesting: Something motivational, funny, etc.
- If they are promoting a new product Adidas highlights its characteristics
The Client is immediately motivated by the athlete’s motivational message: The Client feels and wants that passion.
- If it is a casual wear Ad, Adidas uses “handsome” people: The Client Desires to look like them.
Finally, Adidas, highlights either its Brand-name or the Product it is Advertising.
- What you have to do to be like your idols is to buy Adidas products.
Nike - AIDA Model example
Nike. Adidas’ biggest rival.
Although their Marketing campaigns are very similar, they have some differences.
Let’s see them:
Nike tends to use individual Sports Superstars on its ads.
- While Adidas uses groups of people more frequently, Nike focuses on individuals.
Nike uses exclusively Sports Motivation messages, to spark Interest in Sports excellence.
- On the other hand, Adidas also focuses on casual situations.
Once Customers are interested in Nike sportswear, they Desire to improve their Performance in Sports.
- Nike encourages personal Ambition as a driving force.
Nike’s motto says it all on its own: “Just do it“. It is a clear “Call to Action”.
- What? To Buy Nike.
A Restaurant - AIDA Model example
Now, we will explain a more colloquial example.
- Let’s imagine that you own a Restaurant.
How could you use the AIDA model to increase your results?
Since you’re on a budget, you could develop a high-impact promotion with Posters: An attractive colorful Image.
- You can hang these posters on the busiest streets of the city, for example.
On these Posters, you’ll highlight your most popular dish and what the Restaurant offers: Children’s area, Location, etc.
- Your potential customers will be Interested.
To spark the Desire of your Customers, you’ll make a special offer for groups, which is highlighted in these Posters.
- This way, you’ll attract more people with the same effort.
This special offer will be limited in time so, they either go to your restaurant soon or they will miss it.
- This will Activate your Clients.
The AIDA Model is a 4 Stage process that describes the Evolution of the Customer-Product relationship.
Four Stages proposed:
- Attention: The First Interaction between the Customer and the Product.
- Interest: The Client then gets Interested in the Product.
- Desire: Once the Client has confirmed the characteristics of the Product, he Desires it.
- Action: Finally, the Customer Approaches the product.
Tips on How to use the AIDA Model in Marketing:
- Attention and Interest Stages are very Important.
- Some Ads should attract Attention and others should Inform.
- Desire comes from targeting the right Customers.
- Offer different ways of Interacting with your Customers.