Warning . . . Graphic

9 inch axiom – AIDA

“In order to solicit action . . . you must first generate awareness, stimulate interest and cultivate desire”

The classic purchase funnel contains four stages known as AIDA.

The premise is that your consumer goes through four stages in making a purchasing decision:  Attention, Interest, Desire and Action.  

I’ve created a graph which chronicles the 9 inch journey from the brain to the heart.  It balances the type of appeals with the senses.  It also breaks down the first 3 steps of AIDA into phases.

It’s a work in progress so I would welcome thoughts, comments and suggestions:

Note:  I’ve added a sixth sense.  I’ll elaborate on this in a future post.  The thought is that marketing is no longer a one way dialogue.  Consumers now have the ability to directly interact with a brand in conversation.  

Today’s Lagniappe: A recommendation and a personal note.

Reco:  I highly recommend the movie Glengarry Glen Ross.  It boasts an All Star studded cast (Pacino, Lemmon, Spacey, Arkin, Ed Harris and Alec Baldwin).  The film is a primer for anyone interested in potentially pursuing a position in sales.  Alec Baldwin is in the movie for only 7 minutes, but his performance is one for the ages.  He discusses AIDA and a more common acronym in sales called ABC:

Personal note: I’m heading out to Chicago in March for the PMA’s Integrated Marketing Conference.  I submitted back in December an article in their Call for Papers.  I just found out recently that my article “The Longest and Hardest 9 Inches” will be published.  The article chronicles the journey using AIDA.  I look forward to sharing it after the conference.

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