Mad Men and Marketing. The iconic show Madmen does an amazing job of highlighting the origins of Marketing Science. After its creation in the 60s, the field exploded throughout the 80s and 90s: providing a greater understanding of the relationship between business and consumer. Successful Marketing relies heavily on an understanding of behavioral and social sciences. In case you were wondering, it’s not an industry many business owners have time to research. Because of this, we decided to showcase one of the most successful advertising models, the AIDA Model.
You need to stand out:
“Make it simple, but significant”. -Don Draper, Madmen
If you are a new brand or you are selling an innovative product, your first hurdle is getting someones’ attention. Like madman, Don Draper said, “Make it simple, but significant”. They don’t know you. They don’t know your product. Chances are, if the first few seconds of your ad doesn’t make them stop, they’ll scroll right past you. So what do you do? You need to stand out. Try to get your audience to raise their eyebrows in intrigue, surprise, or humor. This can all happen incredibly quickly. Take the Old Spice commercial as a study in successful marketing:
Check it out on YouTube: https://www.youtube.com/watch?v=owGykVbfgUE&feature=youtu.be
Not all marketing is as effective or memorable as that commercial, which is barely over 30 seconds. This commercial made marketing history in the way it spoke to its audience. It immediately got their attention, interest, and desire all in one.
The AIDA Model works for brief ads or in longer campaigns lasting months. Figuring out how to implement the AIDA Model for your business is important. What type of voice does your business use; Are you polished, sophisticated? Or down to earth and approachable? Deciding this will help you figure out how to stand out.
Tools to Get Seen:
Humor, like in the Old Spice commercial, is one of the best ways to engage your audience–and it is especially effective through social media. Humor makes your brand memorable and appear authentic; it checks the AIDA boxes for Attention and Interest.
Beautiful imagery, powerful language, and storytelling are also ways to capture someone’s attention. We’ve all seen videos that we don’t realize are advertisements until the product pops up at the end. This is because the focus is not meant to be on the company itself but the problem that exists and solution the company provides.
Watch it on YouTube: https://www.youtube.com/watch?v=3t6bLugtJkQ&feature=youtu.be
Viewers that lose interest in what you’re marketing are not going to be a good fit for you.
As the AIDA funnel narrows from Awareness to Action, your audience will slim. This is a good thing. Viewers that lose interest in what you’re marketing are not going to be a good fit for you. Maybe you’re selling winter socks but marketing to a person who lost their feet in a tragic accident. Socks will not solve their problem. It was never going to work out. Focus on the person with chronic cold-feet. You got this.
Show them that you want to help and that you are worth their time and money.
The last step in AIDA Model is the most important:
You need a call to action (CTA). This is the hardest step. It’s a big step for a consumer to enter a new relationship. But you can make it easier for yourself (and them) by offering a soft commitment ease into things. What does that mean? Free trials! Tutorials! Free recipes! Coupons! Downloadable PDF with free exercise routines! You want to give your audience a free sample of the value you can add to their lives. Show them that you want to help and that you are worth their time and money.
Deciding on the best marketing strategy, and implementing it with full commitment, is one of the best things you can do for your business. This is why it makes sense to hire someone who knows how to market your business. Branchout creates successful sales funnels that increase awareness and revenue for small and mid-sized companies using the AIDA Model. Find out how we can help your business – Click Here