The AIDA Model Explained (With Helpful Examples)

For example, Disney boosts interest in upcoming tours by announcing stars who will be performing on the tours. Desire: After the consumer is interested in the product or service, then the goal is to make consumers desire it, moving their mindset from “I like it” to “I want it.”

The AIDA Model is an invaluable tool for marketers, as it helps to ensure that the communications process for a product or service is both effective and efficient. AIDA stands for Attention, Interest, Desire, and Action and it is a useful framework to structure the marketing process. This model helps to ensure that potential customers are exposed to the right message, in the right manner, and at the right time. It is essential to keep the AIDA Model in mind when designing a marketing plan, as it can help to ensure that the right messages are being sent to the right people. In this blog post, we will take a closer look at the AIDA Model and provide an example of how it can be used when marketing a product or service.

The AIDA Model Explained | How Gymshark use the AIDA Model

What is the AIDA model?

The acronym for the processes a potential customer goes through when deciding whether to make a purchase is the AIDA model.

1. When a customer first learns about a product, this is called awareness or attention.

2. Interest: When the customer learns more about the product

3. When a customer’s interest turns into a need or a want

4. When a customer approaches a product, tries it out, or decides to buy it.

Some experts also include a fifth stage called retention, which represents the mental processes involved in keeping a client.

Here is a description of each of these steps to aid your comprehension of the AIDA model:

Step 1: Awareness

The first stage of the purchasing process is awareness. Depending on your marketing strategy, this is when customers first learn about your product or brand through a variety of potential marketing materials.

At this stage, the sales or marketing professionals’ main goal is typically to connect with as many potential clients as they can and grab their attention with what the business has to offer. Salespeople frequently do this to generate leads for potential future sales.

Companies and brands can get customers’ attention through:

Step 2: Interest

By providing interesting content to inform potential customers about your product or service, you can generate interest in the second step. Additionally, customers look for more information during the interest phase of the purchasing process. In order to turn leads into sales, many professionals use this step as the cornerstone for developing dependable relationships with clients and customers.

Businesses can develop customers’ interest in their products by:

Step 3: Desire

The third stage of the AIDA model aims to assist clients in realizing they desire or require a good or service. The second step, interest, may occasionally follow this, or it may happen first. When comparing two products, customers frequently switch from interest to desire.

Sales and marketing experts frequently take advantage of this phase by outlining the specifics of a good or service that set it apart from the competition.

Companies can generate customers’ desire for their service by:

Step 4: Action

Getting your customer to take the initiative to act is the fourth and occasionally last cognitive stage. When a potential customer takes any additional actions required to convert, this occurs. Their action might be fairly hesitant, like taking part in a service’s trial run or trying out a product. It might also require a high level of dedication, such as completing a purchase or subscription. Strategic closing techniques can be used by sales and marketing experts to guarantee the sale at this stage of the procedure.

Businesses can motivate customers to take action by:

Step 5 (optional): Retention

Some experts extend the AIDA model by including a fifth stage called retention. This stage is crucial when a business needs or wants repeat business in order to turn a profit. To support future sales and profitability, retention refers to keeping current customers and extending their relationship with a business or brand.

AIDA model example

Here is an illustration of how a business could apply the AIDA model:

A neighborhood hobby shop wants to use the AIDA model to boost sales. The following tactics are employed by them at each stage of the procedure:


What companies use the AIDA model?

Known companies that have used AIDA marketing include Nike, Coca-Cola, and Apple. They have mastered the art of identifying their target market and directing their efforts there. These businesses use compelling, attention-grabbing commercial advertisements across all media platforms (print, television, social media, etc.). ).

How Nike uses the AIDA model?

Nike followed the principle of AIDA (Attention, Interest, Desire, Action). The AIDA marketing principle was used in Nike’s promotion to quickly turn prospects into leads and leads into customers. First, viewers were drawn in by Timberlake’s flashy white sneakers.

What is AIDA model?

The AIDA marketing model is a methodology for marketing, advertising, and sales approach that aims to give consumers insight into their thoughts and to represent the steps required to cultivate leads and produce sales. The AIDA model was introduced by businessman Elias St. Elmo Lewis in the late 19th century.

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