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How To Use this 100 Year Old Tried And Tested AIDA Marketing Model At Your Venue

Updated: Mar 14, 2023


The AIDA model was created over 100 years ago and is an acronym - it stands for attention, interest, desire and action. It is a classic model used in marketing that describes the steps a customer goes through in the process of purchasing a product or in our case visiting your bar, booking a room at your hotel or booking a table in your restaurant.

THE AIDA MODEL

We live in a world where we are bombarded with headlines, advertisements, and information every single day. From print to websites to billboards, radio, TV and even text messages, we are constantly striving to be noticed in the midst of it all. Advertising has become increasingly competitive and savvy, and for any report, presentation or email you send, you need to make sure that it stands out and captures your audience’s attention. That’s where AIDA comes in to help.


AIDA is a tool that ensures your copy grabs attention, stands out from the rest, and encourages action. It stands for Attention, Interest, Desire, and Action — the four steps to crafting effective copy that will connect with your audience and get them to take action.


By following the AIDA principles, you can create copy that stands out in the noise and captures your audience’s attention, encouraging them to take the action you desire.


The AIDA model has stood the test of time—over 100 years old and still as effective as ever.


Even in today's ever-changing digital landscape, this acronym remains a powerful tool for crafting persuasive content that drives action. From increasing brand awareness to generating leads, AIDA has been and continues to be an invaluable asset in the marketing strategy of businesses worldwide.


It stands for Attention, Interest, Desire and Action. AIDA is a classic model used in marketing that describes the steps a customer goes through in the process of purchasing a product.


The steps involved in the AIDA model are:


Attention: The first step in marketing or advertising is to attract the attention of your potential customers or guests. Powerful wording, imagery, whatever helps your headline stand out and seize attention is imperative to catch the reader's eye and encourage them to read on.


Interest: So, you’ve got their attention, the consumer is aware that your business exists. How do you then engage them further? Keeping someone interested in your article isn’t as easy as it sounds. Whilst you need to stay focussed on their needs and wants your copy, physically, still needs to catch the eye. You can achieve this with subheadings, bullet points and breaking up your copy so that it stands out and is distinctive.


Desire: Interest is closely followed by desire, you’re escalating and building upon your customers wants and needs, so make it FAB! It’s time to push your Features And Benefits. How will your product improve their lives? What effect does it have? Evoke an emotion, make their “like” become a want - a desire!


Action: The ultimate goal is to drive the receiver of your marketing campaign to initiate action, but you also need to be clear and specific on what that action is! Download the brochure, visit our website, subscribe to our newsletter!


The AIDA model is quite possibly the most recognised marketing model used amongst all types and styles of classic marketing. Many advertisers find it useful, and we tend to use it day-to-day, consciously or subconsciously when planning how to construct effective communications with our potential customers.


Who created the AIDA model?


The AIDA model was created in 1898 by St. Elmo Lewis as a way to explain the steps in the personal selling process. By understanding the four stages of Lewis's model — Attention, Interest, Desire, and Action — salespeople and marketers alike could better understand how to influence potential customers to make a purchase.


Over the next half-century, the AIDA model became widely adopted by marketing and advertising theorists, with the Action stage becoming the ultimate goal of all marketing and advertising efforts. This model still stands as one of the most widely used frameworks for understanding the customer journey.


Makes sense!


So let's see how do we use it at your venue and explore how some of the big brands use it?


Attention/Awareness

You only have a few seconds to grab someone's attention and make a lasting impression – make it count! Incorporate high-quality, eye-catching images of your restaurant's delicious food, your welcoming staff, the comfort of your beds, and the beauty of your surroundings.


The Dorchester have mastered this art with stunning photography that draws you in and showcases their luxurious accommodation.


Visit their website to see for yourself –


Interest

Make sure something on your web page pulls the potential customer in and would be something that they would take interest in.


Take a look at the Premier Inn https://www.premierinn.com - this home page immediately peaks your interest for a short break, with beautiful photos of beaches, places to walk and quality location guides. It also demonstrates that the customer can book with confidence and stay with confidence – recognising and addressing current customers fears from the outset.



Desire

Here we need to create a desire by offering great reasons why your potential customer should check out your venue.


Using the AIDA model, this website is the perfect example of effective content marketing. The simple and approachable brand of "Fergus puts it on the plate and Trevor puts it in a glass" instantly captures the attention of the viewer.


The company then directs the viewer towards their social media, specifically Instagram, where stunning food photography further stimulates the desire to purchase the product. By utilizing this model, the website is able to effectively engage with its audience and present all the necessary information to generate sales.


The Pig Hotel is the perfect example of the AIDA model in action.

From the moment you arrive on the website, you're captivated by their stunning video and beautiful design and photography. The originality of the hotel shines through in every detail, promising you a comfortable stay and delicious home-grown food. And with clear call-to-actions throughout, it's easy to find your way around and book your stay.


Action

If you want to maximize the effectiveness of your website, it's essential to include a clear and visible call to action.


Ask yourself, "What action do I want my visitors to take when they arrive on my page?" This could be anything from booking a hotel room, signing up for a newsletter, or booking a table at a restaurant.


Take a look at the successful websites of leading hotel brands like Marriott and Hilton to get an idea of what a great call to action looks like. Both websites feature a prominent and straightforward call to action on every page, making it easy for visitors to book a room or find what they need.


Including a strong call to action on your website can yield great results and make it easier for visitors to find the information they need and take the next step. So, make sure you're including a clear call to action on each page of your website.




If you still aren't sure how to go about using AIDA here are 10 ways you can use the AIDA model for your hotel:


1. Use the AIDA model to guide your messaging:


The AIDA model helps marketers understand how to craft effective messages that will capture customer attention and create interest. When developing your hotel’s messaging, use the AIDA model to ensure that it is engaging and relevant for your target audience.


2. Use the AIDA model to optimize your website:


The AIDA model can be used to optimize your website for better search engine rankings and customer engagement. Identify the key stages of the customer journey and then use this information to create content that is optimized for each stage.


3. Use the AIDA model to create targeted campaigns:


The AIDA model can help you create targeted campaigns that are tailored to your specific target audience. Identify the needs and wants of your customer base and then create campaigns that will capture their attention and create interest.


4. Use the AIDA model to create personalized email campaigns:


Personalized emails are more effective than generic emails, and the AIDA model can help you create emails that will capture customer attention and create interest. Develop segmented emails that are personalized for each customer segment, and use the AIDA model to ensure that the emails are engaging and relevant.


5. Use the AIDA model to optimize your social media profiles:


Your social media profiles are essential for engaging with customers and building relationships. Use the AIDA model to ensure that your profiles are optimized for each stage of the customer journey and to identify opportunities for engaging content.


6. Use the AIDA model to create effective promotions:


Promotions are a great way to generate interest and attract customers, but it’s important to ensure that promotions are tailored to the needs and wants of your target audience. Use the AIDA model to create promotions that will be effective and relevant for your customers.


7. Use the AIDA model to improve customer service:


The AIDA model can be used to identify customer service issues and to develop strategies for improving customer service. Identify the key stages of the customer journey and then use this information to create strategies that will provide better customer service.


8. Use the AIDA model to build loyalty:


Customer loyalty is essential for long-term success, and the AIDA model can help you create loyalty programs that are tailored to the needs and wants of your customer base. Identify the key stages of the customer journey and then use this information to create loyalty programs that will be effective and relevant for your customers.


9. Use the AIDA model to measure success:


The AIDA model can be used to measure your success, and to identify areas that need improvement. Track the performance of each stage of the customer journey to identify opportunities for improvement.


10. Use the AIDA model to develop effective partnerships:


Partnerships are an important part of the hospitality industry, and the AIDA model can be used to develop partnerships that are tailored to the needs and wants of your target audience. Identify the key stages of the customer journey and then use this information to create partnerships that will be effective and relevant for your customers.



If you'd like some help with marketing your venue give Colloco Marketing a shout!


office@colloco.marketing


www.colloco.marketing


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