The Longest and Hardest. . .The final 3″ (3 of 4)
This post is the third in a four part series on AIDA (awareness, interest, desire and action). I’ve taken excerpts from an article that was published this week as part of the PMA’s Annual Integrated Marketing Conference.
The article is entiled, “The Longest and Hardest 9 inches”
Subtitle: Marketers need to take an integrated ‘sensory’ approach to win over the minds and hearts of their target audience.
The third excerpt discusses DESIRE:
Desire – The final 3 inches . . .
Your target is now aware and interested in the product or service. In football terms you are now in the red zone. The consumer has ‘opted in’ and the goal is to create a desire that in turn translates into action. Action equals sales. At this stage you need to engage multiple senses and if possible create a relevant experience. Experiential marketing is one of the mediums that can cultivate interest into passion and desire. Experiential allows the consumer to become fully immersed in the brand. It is ‘high touch’ and allows the consumer to experience the brand in a controlled branded environment. Even ‘low touch’ tactics such as sampling allow the target to engage with all senses. The upside of experiential is that it is highly measurable. The downside is that it carries the highest CPM or cost per touch and therefore requires a thoughtful integrated approach.
Today’s Lagniappe – Personal news to share.
Last night Synergy Events won a Silver Reggie award at the PMA Integrated Marketing Conference. The award was for our experiential program with Wachovia for the Way2Save Challenge Tour in the category of Best New Product Launch. Here is my picture with the Reggie courtesy of the folks from Picture Marketing:
Insider insight: Reggie is short for ‘Register’. The award is quite heavy, but last night it felt as light as a feather. Look for a write-up on the awards as a special section to Brandweek.
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.
