AIDA Cycle

1
AIDA Cycle

• Moving a prospect from
• Awareness to Action

2
Awareness
In the awareness stage, a CEO becomes aware that
there is a possible solution to his nagging
problem, i.e. increased production cost. Instead
of ignoring or tuning out the marketing message,
he begins to tune in. Some CEOs remain in the
awareness stage for a length of time, while
others move quickly to the interest stage. At
his point, a third party endorsement of a
particular solution, i.e. global outsourcing, is
key to moving him to the interest stage and learn
more.
3
Awareness

• Marketing Tactics
• Align with Associations Trade Magazines
• Join
• Support their events
• Push for meetings and publications to contain
  information on global sourcing
• Focus on PR
• Get published in trade mags and industry
  publications

4
Interest Stage
During the interest stage a CEO investigates
various solutions or providers. Hes reading
articles, surfing the Internet, attending helpful
seminars or conferences. The goal here is to
provide the prospect with information and
knowledge. This is why good content is key on
your web site or in your marketing
collateral. This is also where brand awareness
at the individual level is built, as prospects
begin to see your brand throughout the various
mediums. An advertising piece as well as direct
mail/e-mail will be more apt to get his attention
in this stage.
5
Interest Stage

• Internet
• Search Engine Optimization
• Interactive Content
• PSS E-Zine
• On-line articles
• E-Mail Blasts hosted by credible 3rd party
• Sponsorships
• Involvement with Ind. Associations
• Credible 3rd party E-Newsletters
• Conferences Meetings
• Inside Sales
• Nurturing
• Informative

• Events
• Webinars
• Live Recorded
• PR
• Publish Articles
• Announce clients
• Advertising
• Trade Mags
• Associations
• In print
• Online
• Direct Mail
• Call to Actions provide more information

Marketing Tactics
6
Desire Stage
In the desire stage, the CEO is ready to do
something tangible to mover further in the
process. He may ready to share information to
a potential supplier so he can get an accurate
quote. Or, if hes further down the path, he may
want a demo or a sample to help him evaluate the
solution provider. Once again, brand awareness
is critical for your solution to be selected as a
possible candidate.
7
Desire Stage

• Marketing Tactics
• Direct Mail
• Very targeted
• Call to Action Required
• Internet
• Landing pages that get the prospect engaged
• Interactive assessments
• Request for quotes
• Case Studies References available
• Inside Sales
• Knowledgeable
• Responsive

8
Action Stage
In the action phase, a CEO is just about ready to
make his decision. Before doing so, he may check
references and talk to key influencers. Once
again, not only your sample quote comes into
play, but also the word-of-mouth element. An
established brand identity and good reputation
within the industry and with industry
associations will give you the edge.
9
Action Stage

• Marketing Tactics
• Brand Building Tactics
• Advertising
• PR
• Word of Mouth
• Experience Tactics
• Customer or Sales Service
• Infrastructure Perception
• Sample quality
• Ease of doing business