This post is the second in a four part series on AIDA (awareness, interest, desire and action). I’ve taken excerpts from an article that will be published this week as part of the PMA’s Annual Integrated Marketing Conference.
This excerpt discusses INTEREST:
Once you’ve established a foundation the next step is stimulating interest and getting closer towards the heart. You need to engage the consumer and demonstrate why your product or service is relevant to their needs. TV, PR and Digital are mediums that not only generate awareness but begin to cultivate interest. TV and digital engage multiple senses through sight and sound. PR efforts via traditional broadcast media (print, TV and online) promotes interest through the V4 or ‘vouch for’ principle. V4 means third party authentication. The consumer will put a greater emphasis on an article or report regarding a product or service when it comes from a trusted source. The upside of these mediums is that they can be more targeted and they are more measurable from an ROI perspective. The messages in the interest stage reinforce the foundation making both logical and emotional appeals to the consumer, ie. fear, profit, fun, admiration and health.
Today’s Lagniappe - I mentioned the V4 principle in the article. Here is a very funny and interesting post back from 2001 from a guy who calls himself ‘Streetracer’.
The goal of marketing is to capture the mind and ultimately conquer the heart of your target audience.
The aim of 9 INCH MARKETING is to examine that journey. We'll explore 'how to' bridge the gap between traditional and social media by taking a sensory approach to integrated marketing.
