AIDA (awareness, interest, desire, action)

A customer passes through four stages before purchasing a product (or service):

Awareness:

They become aware that the product exists.

Interest:

They develop an interest in the product and want to know more about it

Desire:

They now actively want to buy the product and need to know how that can be done.

Action:

They take the necessary steps to buy the product.

 

Marketing has a role to play in each of these steps. Effective promotion makes them aware of it; good product definition and supporting materials generate and aid interest; well-defined pricing and buying processes help them generate desire; finally everything must be right at the final hurdle to help them take action.

 

 


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Written by This e-mail address is being protected from spam bots, you need JavaScript enabled to view it , on 01-05-2008 20:48
Interesting question... For something like a zoo, the problem is to get people to actually commit to going rather than being Aware or even Interested but never geting there because of other time commitments. 
 
Here is an example of how AIDA could be put into practice in order to get that commitment: 
 
AWARENESS: An advert (on TV, in press or wherever) showing what Colchester Zoo has to offer... 
 
INTEREST: In the advert a call to action to visit the website to find out more about a special opportunity to get closer to the animals... 
 
DESIRE: An elaboration of this opportunity on the website, maybe for an exclusive guided tour of the zoo... 
 
ACTION: A link to register for the tour so that the visitor is committed to an actual time and date.
Written by This e-mail address is being protected from spam bots, you need JavaScript enabled to view it , on 01-05-2008 17:44
hi i was just wondering how could A.I.D.A could be used by colchester zoo. They use brochures,tv adverts, newspapers, etc

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