AIDA

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AIDA

• Unit 4 Assessment task 3

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Collect a leaflet as you come in

• You are going to use this leaflet for a short
  activity at the start of the lesson

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Aims

• To understand the importance of AIDA in
  promotional materials
• To be able to identify the AIDA in promotional
  material
• To be able to apply AIDA concepts to your own
  marketing material

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AIDA.

• Attention
• Interest
• Desire
• Action

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AIDA
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Attention

• The most vital part of any advert, email,
  leaflet, sales letter, brochure or any other
  promotional activity.
• Tell your customers IMMEDIATELY precisely 'what's
  in it for them'.
• Without answering this question, why should
  anyone read any further?
• The headline MUST be compelling, attention
  grabbing and totally irresistible to the target
  market, or the company will lose them!

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Attention
Fill in your worksheet to explain how your
attention is grabbed in your leaflet

• What section (s) of your leaflet do you think
  grabs your attention?
• How does it tell the customers IMMEDIATELY
  precisely what's in it for them?

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Interest

• Once you have successfully attracted your
  customers you must keep their interest.
• Re-emphasising and expanding on the headline,
  assuming that your headline includes the main
  benefit, can do this.
• If they like the headline customers will want
  more of the same, so immediately follow on from
  the benefit in the headline.

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Interest
Fill in your worksheet to explain how your
interest is grabbed in your leaflet

• What section (s) of your leaflet do you think
  keeps you interested?

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Desire

• You need to create desire in a customer, because
  they will buy what they "want" not necessarily
  what they need.
• You can do this by introducing bullet points or
  some more punchy info.

• One of the best ways to do this is to look at the
  features of your product or service. Firstly
  write them all down and then alongside write
  "which means that...".
• What comes next is the rest of the benefits to
  the prospect why they may want what you are
  selling.

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Desire
Fill in your worksheet to explain how they make
you WANT to buy/go there?

• Look at the use of language images to make you
  WANT the product/service/place

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Action

• Strange though it may seem the call to action is
  most definitely required. Just because you have
  put your address, phone number or e-mail address
  etc on the bottom of your leaflet means nothing.
• You must use words like 'Call Today', 'Call Now
  to avoid disappointment!' 'E-mail us today',
  'Fill in the reply slip below and post it free
  today', and so on.
• Make it as easy as possible for customers to
  contact you, because most people are lazy and so
  the simpler the better. Tell your customers what
  they need to do to take action.

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Action
Fill in your worksheet to explain how they make
customers take action!

• How have they used language/layout to encourage
  customers to make contact or act to buy now?

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AIDA

• These are the four vital components of any
  successful advert, in whatever form it appears.
• A well-written, properly designed advert, placed
  in the right publication, in the right position,
  will without doubt increase response and
  ultimately sales.

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Examples of AIDA in action!
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Here's some Great Headline / Word Combinations

• How to.....
• How Would.....
• How Much.....
• 100 Guaranteed..
• How You Can.....
• Who Else Wants.....
• Profit From.....
• Discover How To..
• Save Money.....
• Save Time.....
• The Truth About.....
• Little Known Secrets..
• Yours FREE..
• The Ultimate In ..
• Take Advantage Of..

• Your Chance To.....
• Proven To.....
• Your Last Chance To.....
• Money Back Guarantee......
• Best Kept Secrets..
• 7 Reasons Why.....
• Discover The Magic Of......
• Now You Can.......
• Incredible Offer .....
• Here's How You......
• Best Kept Secret......
• What Better Way To......
• Never Seen Before.....
• Cash In On......
• Absolutely FREE.....

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Golden rule of AIDA

• A golden rule is to always include your
• telephone number,
• address,
• email address,
• website address
• or order form
• on all literature.

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Your work for

• Unit 4 Assessment 3

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Your task is to collect and comment on the appeal
of current promotional materials from ONE travel
and tourism provider.

• You should consider commenting on
• their range of promotional materials
• the use of AIDA
• the use of design, logo, images, colour,
  language, sound, impact, quality, corporate
  image, promotional message.

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This means

• You have to collect info YOURSELF to get more
  than a pass!
• You need to use MORE than the INTERNET!
• You need adverts, images of posters, leaflets,
  merchandise, examples of press releases,
  video/radio promotions.!

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So over the next few weeks

• You need to go and visit somewhere
• Ring, email or write to a business
• Look on line for their marketing section of a
  website.

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Achievements
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So for now.
Your task is to collect and comment on the appeal
of current promotional materials from ONE travel
and tourism provider.

• Which business do you think you will focus on
  for Task 3?

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Use the Internet

• Have a look at a few TT businesses for ideas..
• Remember that you MUST use more than the INTERNET
• Ideally to go and visit the TT to collect
  examples take photos!
• At the least you need to have a leaflet
  advert/website page!