Category Archives: AIDA


Expensive to make, not dear to customers

Use the news

Companies often use things happening in the news to inject their products with interest and move forward the AIDA process. But this recent idea caused a bit of a cafuffle. Obama Fingers. Yes, you read that right: OBAMA fingers, like fish fingers only with chicken. What in heaven’s name possessed the people at the company (and probably some over-zealous product … Continue reading


Managing customers – post purchase

The AIDA process for planning marketing is a useful aid, but it has one major failing: it stops after stimulating action – what about aspects of post-purchase behaviour? Customer relationship management (CRM)? Customer lifetime value (CLV)? Managing complaints? Post-sale service and support? And in automotive markets: aftersales management? Well, that’s why modern techniques of caring for customers were invented. Shortly … Continue reading


Aimed at 110,000 soles.

Guerilla marketing – not in our little town

My eye was caught recently by an item in a specialist marketing and advertising magazine about guerilla marketing. An ad agency in the relatively small German town of Eschweiler had obviously been briefed to create as much hype as possible for the opening of a new Tamaris shoe shop. The publicity stunt they came up with – designed not only … Continue reading


Try me kids, buy me parents.

Training kids to pester parents

The conative part of the AIDA process involves motivating people to buy. With some buying processes it’s hard work convincing people they’re about to invest their money in a good buy. So what you do is place the product right in front of them. In fact in some markets they may not have met the product before, so you can … Continue reading


audi-wackel-elvis

Selective attention for Volkswagen

Many marketeers are baffled by the things their target audiences remember from their advertising. I once worked on a food ad where everyone remembered that the woman in the kitchen licked her finger (an attempt by us to add appetite appeal). Probably because some people think too much about hygiene. Sadly they remembered nothing about the yummy ingredients, let alone … Continue reading


l_strike_england.jpg

England’s out

On the last but one MBA course, participants were keen to emphasise the fact that England was not taking part in the European Championship finals (funny, nobody mentioned it on the last course after Germany’s poor showing). The critics liked the latest posters for Lucky Strike, rubbing in the English absence. It certainly plays to the I for Interest in … Continue reading


Source: screenshot of always.com

Have a happy period

I see the always campaign from the States has now overspilled to the UK. MTV watchers are now being reminded every 5 minutes to “have a happy period”. Now I’m not one to judge how it must feel, as a woman, to be told to get on with life or, as is the case, actually be happy about your inner … Continue reading


ford-ranger-wildtrak

What interests car drivers?

Indeed what does interest car drivers? Probably a question they ask themselves a lot at Ford. Of course we need to ask which car drivers. The old sexist joke is that some women are more interested in the colour of the car than what’s under the bonnet. Unlike ‘real’ men – who drive a hunky Ford Wildtrak. They want power, … Continue reading


usher-credit-card.jpg

Product endorsement?

How far can product testimonials go? The credit card from Usher? Beef steaks from Donald Trump? Yes, it’s true. Save me. Product managers will try anything these days.


Try me. Break me...

Buy me buy me. Try me try me. Oops.

The Action part of AIDA is important when it comes to finally getting someone to do something (ie, buy). One approach is to let people try the product for themselves. Like test driving a car (by which time advertising for awareness and gaining interest should be under the bridge). This product tried precisely that tack. Test. Stretch. And somebody did … Continue reading


Oh, bubbles. Us too.

Stealing others’ ideas

One sure-fire way to capture interest is to hijack it from somewhere else. This falls into an area of advertising where you do a spoof or pastiche of an established campaign or concept. If you do it well your audience will smile and go with you. And Interest very quickly becomes Desire. If you do it badly you could get … Continue reading