AIDA: Simple & Exclusive tool of Marketing

According to regional language of Bangla ‘Aida’ means ‘This’. Baut in Marketing, it does not mean ‘This’. It is a  process. This process consists of four steps. First letter of these steps make ‘AIDA’.

 

‘A’ is for Awareness. Hearing the word, it makes us feel ‘Be Careful’. Actually not like that. It means to make buyers know about your product. This is the first step of the process. It is only possible with promotion. Suppose, a marketer comes with a new product in our country. His first job is to knock the markets’ mind. Sharing the knowledge of the product, the use of it, quality, advantages etc. May be a question arisen in your mind that is this step only for new product? Nope. It can be also used for old products. Because, everyday parameter of market is increasing with new buyers and their new minds. In a way, presence of new organization and brand has got all as a market to knock minds, “Here I am with your necessities”. Old products and brands are always on promoting, “We were , we are and we will be for you”. This is the knocking. For promotion, organization can go with leaflet, brochures, poster etc. Visual media takes an important role in this matter. Organization uses its marketers to distribute leaflet, brochures for selling the information at free for knocking markets’ minds.

 

‘I’ is for Interest. You have already come with product and sold the information. This is nice, but your work have not finished yet. After knocking the door you have to enter. You have grow their interest on your product. How? At this matter, marketer should know the need, want and demand of market. Suppose, a consumer needs to talk with someone who lives far away. He will feel of deprivation of a device with which he can talk with some one. This deprivation is need. This need is for a Phone. In old days, it had got a shape, called Telephone. Marketer should know what other facilities are wanted by consumer. If you told consumers that they can can talk with a device from one corner to another corner walking. It got a shape of ‘Cordless Phone’. If you say they can talk from anywhere in the world on running, walking, any thing; it got the shape of ‘Mobile Phone’. When deprivation get a shape according to culture and time, is called Want. The ability of buying is Demand. According these three, marketer can easily enter the minds of markets.

 

 

‘D’ is for Desire. Market feels interest on product, but here is also some ‘Buts’. Some people want quality, some want lower price. Market wants some benefits form marketer. At that time, marketer can convert their interest to desire of buying by providing benefits like, warranty, guaranty, discount, sale, gift etc. These influences work really on enhancing sales.

 

Now the last one. Again ‘A’. ‘A’ is for Action. It is divided in three parts. First one is ‘Follow Up’. Second one is ‘Sale’. And last one is ‘After Sales Service’. After growing their desire, you have contact with the potentials and keep their desire on high level until they are buying. But, don’t pressurize them to buy. Sale is the result of your work. It is a part of marketing; is not marketing.  After selling the product your job has not been done. You have to keep relation with your market. As you promise you have to provide after sales service. This is the part of maintaining the relationship with market. It makes your ‘Words of Mouth.’

 

AIDA is very easy way, but very effective. This tool not only makes market for your product, but also make a good relation with your market.

 

First Published:

Khoborer Antorale. Com (In Bangla)

24th July, 2016

http://khoborerantorale.com/special-reports/2016/07/24/24072

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