By Kumudini Menda
Elias St. Elmo Lewis, American sales pioneer is mainly credited for developing the AIDA model. The ‘AIDA’ is an acronym used inmarketingand advertising, stands for Awareness, Interest, Desire and the Action.
The buying process of a product or service is not one single action but involves various cognitive stages, an individual goes through before taking a decision. A buyer goes ‘to and fro’ at each stage to support one’s own final decision.
With the online and digital marketing, advertising has become more and more competitive and sophisticated but the basic philosophy behind advertising remains the same. The consumer has become increasingly discriminating, but to convince people to take an action, one has to grab their attention, create their interest in the product or service, and then persuade them to take the action such as buying the mentioned product or service.
Preparing a business plan for promoting short term professional courses for Modlingua using the AIDA model will not be an easy task, though this is a classic technique used in sales and has proven effective for countless. With the incredible and increasing choices of interactive devices, platforms and channels, it has become very challenging to develop a marketing plan and strategies.
But as it is said “ Don’t limit your challenges ,Challenge your limits !”, will try to get down to craft the plan using the AIDA model, a system that offers a coherent framework to follow, and increases the chances of getting the desired response.
The concept of selling a professional course to the language professionals is deeply relevant and timely in today’s increasingly comparative world. The plan will start with the writing an ‘attention-grabber’ heading, keeping powerful words or concepts that would immediately create resonance within the desired audience to grab their attention.
Knowing that Social media has permanently transformed the way people connect and share information, the maximum advantage of it will be taken to promote the business.
The information will be announced under the brand name, of Modlingua, which has a carefully established prestigious position in the industry. With this attention-grabbing head line and small impactful description about the program, the presence of Modlingua will be increased further and wider on the internet.
‘Interest’ will be generated by talking about a common problem or need that exist in this field and the associated emotions of the people . A well written article about the same will be published or the links of already existing articles will be shared with the audience on the multiple social media platforms to increase the presence of the organization and its followers who identifies with what is communicated with regards to the program.
The audience’s attention, once captured can be retained by deepening the connection with the business objective by informing, educating , and entertaining the audience around one of their most pressing problems. This will surely spark an emotional reaction towards your mission.
Now, once the online attention and interest of the audience is achieved the reinforcement of an intense ‘desire’ should be generated by communicating the benefits of the program to them. Benefits are emotion based and by eliciting them, a strong ‘desire’ to join the program can be generated.
The last step is known as “call to action,” where the audience will be enunciated about the expected ‘action’ with a blend of brief benefit verbiage, even though they are already stated earlier.
To conclude, I would like to say that, this business plan which is Emotion-based and benefit-driven marketing, will create mutually rewarding relationship and will benefit both, the customer and the organization.
Key words :AIDA , Attention, interest, desire , action , marketing , audience, social media, language professional
Profile Link: http://modlingua.com/interns/422-kumudinimenda-hindi-teacher-translator.html
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