Updated: Mar 1
The AIDA model was created over 100 years ago 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.
Each and every day we get bombarded with an arsenal of headlines that are specifically designed to grab our attention. We live in a world that’s packed full of advertising and information. Advertising and Information that’s delivered through a multitude of media such as print, websites, billboards, radio and TV to text messages – each message has to work hard to be noticed.
And it's not just advertising messages that have to work hard. Each report you write, every presentation you deliver or email you send has to battle for your audience's attention.
As advertising becomes more and more competitive it evolves too, becoming increasingly shrewd, resourceful and sophisticated. But because human nature doesn’t really change the basic principles behind advertising copy remain. Attract attention and call people to action.
AIDA is a tool that ensures your copy seizes attention.
The AIDA model, an acronym, was created over 100 years ago and is as effective today as it was then.
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, with an attempt to explain how personal selling works. The model laid out the steps that describe the process a salesperson must take a potential customer through in order to achieve a sale.
Lewis's work was primarily focused on helping the personal selling process, it was avidly taken up by marketing and advertising theorists over the next half-century. The action stage became the ultimate goal of all marketing and all advertising.
So let's see how do we use it at your venue and explore how some of the big brands use it?
You really only have about 5 seconds to get someone’s attention so make the first thing they see count. Include great photos of your food, your friendly staff, your comfortable beds, your beautiful surroundings.
The Dorchester do this well with prominent quality stunning photography, showing off luxurious surroundings. Capturing your interest and pulling you in!
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.
Here we need to create a desire by offering great reasons why your potential customer should check out your venue.
Looking at this beautiful website, they’ve created a simple brand – "Fergus puts it on the plate and Trevor puts it in a glass". It’s down to earth and appealing. They lead you to their social media and on Instagram here’s where quality food photography captures your desire.
The Pig Hotel is a great example of the whole model on this page. They grab your attention, interest and desire with their video. Their originality shines through with their copy, design and photography - it's obvious you'll have a comfortable stay and enjoy home grown quality food, there are clear call to actions throughout!
Here’s the most important thing. Make sure your page has a clear call to actions.
Think about “What do you want the reader to do?”
Book a table, book a room, sign up to your newsletter?
Some great examples – find a hotel is the focus for both the Marriott and Hilton and throughout the site you are never very far from a call to action:
If you'd like some help with marketing your venue give Colloco Marketing a shout!