Try me kids, buy me 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 jump straight through the other stages of AIDA (awareness, interest and desire) and win them over straight away. It might cost you more money on a person-by-person basis, but it sometimes works.

Clearly this is one of Brio’s tactics. It places its toy train sets in paediatrician’s waiting rooms. A place where they have a captive audience – worried parents and bored children. All to themselves.

For busy parents with little time to consume media and see advertising, this could be an effective way to demonstrate the product. For little kids it plays perfectly to pester power.