April 27, 2014

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[SERIES] POS #6 of 6 - AIDA: what is it?

In this 6-part series covering everything an Account Manager should know about Point of Sale/POS material (also known as Point of Purchase/POP material) we will be exploring the many facets of creating and incorporating dynamic POS into your client's campaign.

  1. What is the purpose of POS?
    Different types of POS
  2. Substrates for POS production
  3. How to plan your POS
  4. Six shopper insights
  5. What makes for good POS design?
  6. AIDA: what is it?

“AM-Insider

AIDA: what is it?

A = Attention

I = Interest

D = Desire

A = Act


AIDA is an acronym used in marketing and advertising that describes a common list of events that may occur when a consumer engages with an advertisement.

The principles of AIDA should be directly applied to the copywriting and design of any piece of POS. If one or more of the A-I-D-A elements are missing, your POS will be weakened.

Therefore, as an Account Manager, you are able to teach your copywriter and designer the AIDA principles (if they don't know them already), include them in your brief, and then use the principles as your checklist when assessing the proposed POS designs:

  • Does this design grab my attention?
  • Does it build my interest?
  • Does it make me desire what is on offer?
  • Do I feel motivated to take action?

 

Attention

You must first get the prospect's attention if you want to sell to them. Think of it, in this formula where attention is getting to first base on a baseball diamond. Here are some examples:

  • “Work At Home In Your Pyjamas”
  • “FREE ________”. (Anything free gets attention)
  • “Buy One, Get One Free”


Interest

Second base is Interest. We can begin to build interest if we have someone’s attention. Interest is developed by giving a prospect the multiple benefits of what you have to offer that will positively affect their lives, or solve a problem for them.

Examples:

  • “With our new, great tasting, vitamin bars, you will eat your way to a healthier lifestyle.”
  • “Our psychics will take all the guesswork out of your life!”

 

Desire

Third base is Desire. You build desire by making your offer irresistible. You know you have succeeded with a powerful and compelling offer when people feel badly if they don't order. Try to make offers so juicy that you the prospect has to say yes.

Example:

  • “A year from now, you can be living the lifestyle you desire, or you can just be another year older.”

Here are a few ways in which you can also do so:

  • Give strong guarantees, better than your competition.
  • Spend time and attention on packaging your products attractively.
  • Give at least one bonus that the customer can keep, even if they don’t like the offer, just for their trouble.
  • Build urgency. Build your offers in any business to get people to act now.
  • Finally, you get to home plate with asking people to act, the action phase of this direct response formula.

 

Action

Many POS pieces get the first three elements of the AIDA formula correct. Then, they forget to close the sale. You have to ask people to buy! If you’ve given them a reason to buy, a slew of great benefits, strong guarantees, and great bonuses, you shouldn’t be shy to do so.

When you ask people to act, make it easy for them to do so. Tell people “it’s easy to order.” Or, “all you have to do” is make this call, fill this out, go to your secure order form.

Offer as many payment options as possible, especially credit cards. As a rule of thumb, the easier it is to buy, the more orders you’ll get. Remember, you have to lead most people to a decision. If you can do it in a charming manner, and eliminate the risk that the purchaser goes through, you’ll find that asking people to order is easy. Also, you want to create that urgency once again.

Examples:

  • “This offer will expire 10 days from today.”
  • “Supplies are limited. Buy Now!”

 

Enjoy this article? You'll love these...

[SERIES] POS #1 of 6: purpose and types
[SERIES] POS #2 of 6: production materials
[SERIES] POS #3 of 6: how to plan your POS
[SERIES] POS #4 of 6: six shopper insights
[SERIES] POS #5 of 6: what makes for good POS design?

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Sarah Ritchie
Sarah Ritchie

Author

Sarah Ritchie is the founder of AM-Insider - a website bursting with tips, tricks and resources to create account management superstars in the advertising, design, PR, experiential and print industries. Sarah has been involved in account management for 25 years and has a passion for encouraging, mentoring and helping others succeed.



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