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The AIDA mannequin and tips on how to apply it in the true world

AIDA mannequin defined: Examples and suggestions for utilizing this strategic marcomms planning mannequin the true world

The AIDA mannequin, tracing the shopper journey by means of Consciousness, Curiosity, Want and Motion, is probably the best-known advertising mannequin amongst all of the basic advertising fashions. Many entrepreneurs discover AIDA helpful since we apply this mannequin day by day, whether or not consciously or subconsciously, after we’re planning our advertising communications technique.


What’s the AIDA mannequin?

The AIDA Mannequin identifies cognitive phases a person goes by means of in the course of the shopping for course of for a services or products. It is a buying funnel the place patrons go from side to side at every stage, to help them in making the ultimate buy.

It is not a relationship purely between the customer and the corporate since social media has prolonged it to attaining the totally different objectives of AIDA by way of info added by different prospects by way of social networks and communities.

What does AIDA stand for?

  • Consciousness: creating model consciousness or affiliation together with your services or products.
  • Curiosity: producing curiosity in the advantages of your services or products, and adequate curiosity to encourage the customer to begin to analysis additional.
  • Want: on your services or products by means of an ’emotional connection’, exhibiting your model character. Transfer the patron from ‘liking’ it to ‘wanting it’.
  • Motion: CTA – Transfer the customer to work together together with your firm and taking the following step ie. downloading a brochure, making the telephone name, becoming a member of your e-newsletter, or participating in stay chat, and so on.
  • Retention: Everyone knows that that is key to upsell, cross-sell, referrals, Advocacy and the record goes on.. as firms are additionally focussing on LTV.

The extra “R” is typically added by some Entrepreneurs to point out the significance of ongoing relationship-building to offer the AIDAR mannequin.

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How one can use the AIDA mannequin

So how can this be utilized to advertising planning?

It may very well be known as a communications mannequin reasonably than a decision-making mannequin, because it’s figuring out to firms, how and when to speak throughout every of the phases as shoppers will probably be utilizing totally different platforms, participating at totally different touchpoints and requiring totally different info all through the phases from varied sources.

So utilizing this to assist plan your tailor-made and focused communication marketing campaign could also be a begin.

Ask your self some key questions all through the phases:

  • Consciousness: How can we make patrons conscious of our services or products? What’s our outreach technique? What’s our model consciousness marketing campaign? Which instruments or platforms can we use? What ought to the messages be?
  • Curiosity: How will we achieve their curiosity? What’s our content material technique? Social proof out there to again up our fame? How can we make this info out there and the place ? ie. on web site, by way of movies, buyer rankings,
  • Want: What makes our services or products fascinating? How can we work together personally to make an emotional connection? On-line chat? Quick response to Twitter feed? Share suggestions and recommendation?
  • Motion: What are the decision to actions and the place can we place them? Is it simple for shoppers to attach and the place would they anticipate finding it? Take into consideration which advertising channel/platform you’re utilizing and tips on how to interact ie. throughout emails, web site, touchdown pages, inbound telephone calls and so on.
  • Retention: What’s the proposition to retain loyalty? At what stage can we encourage this on-line and off-line, and the way?

An instance of the AIDA mannequin

Here’s a case examine from our Advertising Fashions Information exhibiting how an award-winning hairdressing firm, Francesco Group used the mannequin to launch their new salon.


  • 1. Consciousness: Ran a PR marketing campaign 4 months previous to launch, selling award, stylists, {qualifications} and so on. and was strengthened by means of a DM marketing campaign to focused buyer teams.
  • 2. Curiosity:  Executed a junk mail marketing campaign to supply a free session or hair reduce and end. They used analysis to help that this could work, as females are loyal if the supply is compelling.
  • 3. Want: Near the opening of the brand new salon, they ran unique native launch occasions which was marketed by means of native press and social media. This created an area buzz for ‘individuals wanting an invitation’ and excited to see the brand new salon.
  • 4. Motion: Clear CTAS had been positioned on the Fb web site (name to order), the web site (name to guide) and native promoting (name in to obtain low cost or the supply.

The case examine did not spotlight Retention, although there are various methods to extend loyalty round signal as much as mailing lists or social platforms which supply information about presents and occasions, reductions on product ranges, reductions based on the frequency of go to,  and so on.

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The Authentic Reference Supply

Some say the AIDA mannequin has been used for over three centuries. Extra particulars on the AIDA mannequin historical past can be found on Wikipedia.

Lewis, E. St. Elmo. (1899) Facet Talks about Promoting. The Western Druggist. (21 February). p. 66. Lewis, E. St. Elmo.

(1903) Promoting Division. The Ebook-Keeper. (15 February).

p. 124. Lewis, E. St. Elmo. (1908) Monetary Promoting, Indianapolis: Levey Bros. & Firm.



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