Building a Winning Marketing Strategy: Using AIDAR

1. Introduction: Hi, my name is Shyam Gursahani, I'm the founder and Strategy Director at Albatrot, additional marketing agency clients across six different countries. I also hold an MBA in strategy and marketing from the University of Cambridge, Judge Business School. Up until this point in my career, I've worked with multiple smaller, large brands ranging from various different industries. My experience includes consumer movements, product launch, relaunch engagement, and other brand promotion activities. Many of these campaigns have gone on to win awards at Cennes, spikes asia and EEMA. At Albatrot. My work focuses primarily on marketing strategy, performance marketing, and campaign conceptualization. Today, we're gonna cover a strategic marketing planning model called AIDAR. And I'm going to show you how to use this model in the real world. Now, I'm sure you've either heard of it read about in school, college, or at work. What I intend to do is take you through a few examples of different brands to walk you through the different stages of the modern, allowing you to create something similar for your brand. This class is Intuit students who have fan understanding of the marketing metrics. But a benefit, even doors starting off from scratch, students will typically be the entrepreneurs are doing everything on his own. The freelancer working with in the business, the agency person like me, who works with buying from different industries. Now, by the coin depicting samples of only a limited number of businesses in this class this morning, it can be adapted to any business to find marketing success. Once you've mastered this model will be later impress your clients and actually drive results in a structure and meaningful ways. 2. Your Project: Your project in this class is to pick a brand new currently work with, or a brand new own and chart out its marketing plan using our dark. If you're not working with or on any brand right now, that's our problem. Either simply pick a brand who come across on the grocery store or online and apply this model to them. The final outcome will improve five slides, one for each eye. The intention is to keep it simple at the start and then build on it once you have a better grip of things. 3. Let's Start With AIDA: Let's start with item that's AID. Ida effectively defines the cognitive stages and individual goes through buying process. One of the models in the hierarchy of effects. Now, I'm gonna take the next line from Wikipedia as a photo on. These models are linear, sequential models built on an assumption that consumers move through a series of cognitive and affective stages, culminating in a behavior change. What this means is that if you apply the model in the way this will be applied for your brand, you can actually drive a consumer to project what does either standard form. Let's look at it. A brief overview. Before we move on to the nitty-gritties of the model, Let's start with a, which stands for the business. As the name suggests, this stage is about creating awareness about your product or service. This stage is focused on marketing the brand and its emotional aspects. What the brand stands for, where the founders are, the brand's vision and the communication reflecting the brand archetype as some of the key areas we can focus on in this space. In either stands for interests. Let's say someone has been made aware of what you're trying to say. Next stage is for them to go and find your product online. This phase talks about your digital and ongoing isn't. Its success depends on how value of brand can be found when sewage phone fueling interests as one of the most important aspects of any brand to focus on. As you will see in the future sections, this is the face most plants inherently do focus on, but more often without structure or an understanding of why they're doing it. Let's talk about desire to drive desire. It's important to focus on the attributes and key differentiators of your brand. Brand better than the rest. What is it that you offer that others don't? These are some of the things that we'll head generally, the desire for a product must be a part of your marketing mix. Remember, we need to move them from liking your product to wanting your product. Now, if you've played your cards writing this point, your consumer will be close to taking the action you want them to. This stage is about pushing them over that edge. Most activities in this phase involve a call to action, pushing your consumer, do either by Subscribe, leave the lead information and so on. It's about asking them to take an action by the model started off as xydA. Over time, a new letter has been added. Bar stands for the attention, and the attention focuses on the lifetime value or NPV of a consumer. It also focuses on building your consumers as brand advocates so that they can further increase the reach and desirability or upset the photos. All are important and we will discuss it further in the section on retention in this class. Before we start, I want to say that while this class divide your marketing efforts under different stages in the real-world, your efforts in each phase are always on, they're always feeling the finance, so to speak. What this means is that your activities in each of the phases has to happen month on month and you're on your ISO allow you to build a successful brand in the long run. Let's dive in. 4. Awareness: When I start working on the awareness stage, I try and answer the following three questions. What do consumers know about this brand's personality and ethos? What do I want them to know about his plan? And where can I communicate my message? The first question is typically answered through research, social listening, and consumer surveys would recommend watching my Skillshare class on brand archetypes to know how you can create a winning personality for your brand. And answer to the second, third questions, depending upon the type of brand and what you do here sets the foundation for everything else you're doing with your marketing. The message in this phase highlights a feeling that feeling can be driven to a brand message, industry related communication to show reliability or knowledge, or a meme of funny diff to highlight the brand ethos. The idea is to create a shareable content to feed the top of the frontal, get more people to connect. And in the case of social, maybe you'd follow, unlike spreading the awareness even further, there's only one route for awareness. The louder the noise, the more people trickled down to the following phrases. Letting a few examples to understand what it was. Here's a perfectly shall book on them, be some order. It makes you engage and encourages you to share the challenge with others. You know, getting people to talk about the breadth of Amos, the service business will give me with, often talk about the industry and share knowledge with his clients and others who want to listen. Positioning itself as an expert in the field of business. Thank you. Youtube page covers a lot, but it's ads are something that we have all come to love over the years. Each ad reflects a feeling, tells you how to feel and makes you a daughter brand. Again, awareness. Performance marketing is another creative way to drive a famous directors mixed from YouTube bumper ads, display ads, all HIPK2 drive awareness about the brand. And the same goes for granted, broadcasts, blended podcasts that people actually want to listen to, providing a captain medium for an engaged audience in selling brand loyalty by proxy, the media I generally recommend. For most brands include the following. Instagram and Facebook, Twitter, YouTube and content creation, performance marketing, LinkedIn, if you're a brand's needs it. Webinars, podcasts, they all drive awareness, some short-term and some long-term. This glass is focused on marketing your brand online. So we won't discuss offline marketing. But if you have a budget, offline marketing opens up another world of possibilities. The good thing about marketing online is that you can distinctly identify your efforts, each stage of this model. And that distinction isn't as the other, the other medium. It'll try and make class on how to best use offline media for marketing later in the year. Following my patient gash them. 5. Interest: Now we've created the noise. We've gone out and people who we are and what we stand for, we've even made them laugh or cry or single dance through our communication. What do you think the consumer does next? What do you hope the consumer does next? Advantage was on-point. Your consumer would go out there and try to find out more about you. They are looking and we need to make sure we're there to be found. I'm sure we've all been killed. Find the product interesting, and I found myself spending some time on the internet comparing it to other similar products or finding out how good or effective the product In the information your consumer finds shouldn't be out of luck. But should we plan for first media that I recommend his website in the ICU or your website is the primary source of information and allows you to control the narrative and the best way possible. Focus on blogs and strong SEO content. Let's take an example of make my trip home and online channel. The aggregator doesn't need to add a blog on UK childhood restrictions, but it does getting new users to the site every day. Another medium that I recommend is YouTube, how to reduce feature-based videos comparison reviewers should all be a part of her YouTube strategy. Remember, YouTube is the second largest search engine in the world. Let's look at an example of H&M. H&m video is showing up in the search for sustainable building. All these efforts, dr. ingesting the breath, SEM and YouTube ads. But what I would also recommend her, the interest rates allowing people to easily find you either when they're looking for you or when they're looking for your competitors, it always a good thing. Here's a pro tip. Sometimes your competitor, we have done a lot more than order to build an interest in the category and there's no harm using that to your advantage. Another very, very effective means of driving interests. Then there's interest based companions than the ten restless. And the best alternative to list should have your product on there. Everyone uses them to make their decisions. So focus on dialogues and use them to your advantage. It's easy to see these tie-ups as instant result based activities, but I suggest looking at them as a great long-term collaboration and it'll seriously pay off dividends in the long run, no matter what you do and how much or how little, do not ignore this stage. It's time-consuming and that is also not instantaneous. But it's the one thing is that you create the largest impact over time. So keep at it. 6. Desire: Yes, consumers are looking for you. There's interest. Who should we depend only on consumers finding us? Of course, not mean to go out there and really desire. We need to show them how a good VIA and what our product or services can achieve for them. Now before I define the stage any further, let's look at a few examples. Didn't feel. That sounds interesting. That some range on that makes it more desirable. Validation. That's what you need when you're looking to buy something from the market for 100% French day. This one is your brand. It's buffet. There's just a bunch of children, the air that's pushing desire. It got on. I like to use this stage to highlight the features and use cases of the brand has to offer willing desire. The way I see it involves showing consumers how we can improve their lives and take them from wanting the product to actually needing their product. Now, desire is sometimes confused with the awareness. That isn't necessarily a bad thing. If you believe that you can build awareness and desire with a singular piece of communication that have acted. In fact, remember I mentioned offline marketing and abundance. When it comes to print tags, you will often see these two aspects and even a call to action, come together seamlessly. Let's look at an example here. This worldwide talks about the feeling of awareness, jack. It highlights the features desire Jack and even tells you where you can walk, get your sense one. As you can see, it covers everything. Having said that, it's important to know what you are trying to achieve. This glass allows you to think of these separate phases, the streamline or approach, since design an advantage so closely diode the media that can help you achieve desire are also similar. Instagram and Facebook. Twitter, LinkedIn, YouTube and content creation, performance marketing, webinars and podcasts. Again, some of them are shocked them and some of them offer long-term here, you can also add influencer marketing to the mix. I shall not be examples above. Influencers using an advocate in your products is often a great way to build desirability. 7. Action: Let's start this section with a few examples. You would've noticed that each piece of communication, whether through an ad or an email, comes across with the CDU. A call to action. Bcd is designed to drive action. Also, the communication pieces are designed keeping in mind you will know of the brand. You will find functional researcher more often pushing. You didn't take that final purchase decision. The action stage, is it a little more than that thoughts? According to me, it also involved helping a consumer through their budget journey. Let's say you were looking to buy a washing machine and contact with the company to their online chat or WhatsApp business, accompany your interaction with that business. In that phase also comes in the action stage. B belongs to see action is a good way to push out sales and offers to drive conversions the full morning. Beautiful. I'm sure everyone has borders, adds incentivizing you to buy now, or 15% added the scope for a limited time only. These different ways to get you predict that action. Anything that helps you by date that final step, the moment of truth, is actually the platforms or let's say the way I would recommend pushing out messages of action include performance marketing or social media, YouTube, LinkedIn display networks, of course, depending on the type of product or services that you're selling. The dark pink consumers who have engaged with us through our various other channels. These are the most effective ways to drive action during the speed. Toward last but not least, our emails are highly underrated, but a high ROI option and must be utilized within the above media. That I mean, there's different innovations that you can use to further improve the conversions, such as lead from extension, dynamic ads you do sequencing, etc. Please read about them or get an expert on board to help you drive conversions. 8. Retention: The sale is done. You've spinae on figured out to me and close the beam, but it doesn't end here. Or you offer the bank of it. Not yet. 65%. And I'm repeating this. Sixty-five percent of new business comes from existing customers that go into small this trends.com. So you need to work on that and make sure you cheat your existing customers, right? I call it the system EAR and engage advocacy, board, news and updates. It's not exhaustive, but it's a great way for you to remember. Let's look at each one of them. Its name suggests they engaging with your consumers in whatever it is a good thing. Starbucks does by using consumer images by brands often conducted daddy's for thereby corners and so on. The next one, which is advocacy, is the use of client testimonials. Let's face it. All of us know this one and how important that is for the business. The third one, a loyalty programs, miles points, gamefication. And these are just some of the reason which you can download it and you must, finally, you must keep your customers updated. Why don't you client let them know, launch a new product or update, let them know, expanded the business that they're normed styles a new CSR initiative and let them know. The more the norm the bully recover, loved and respected overtime. What you saw here, but a few examples. But my recommendation would be to keep your efforts in this area fairly high infant system. I've seen people organize events and God's gifts, monthly newsletters, and focused heavily on after-sales service to ensure that the consumer is always happening. Remember, your consumer is your best aggregate. Use that to your advantage to complete the loop and ensure last thing. 9. Putting AIDAR to Use: The first thing to know is that iodine is not the only way to market online. That are probably other monitors out there that may suit your brand better. The second thing to know is that the list of media explained about I didn't move exhausted. I've often found myself creating and using Weiss marketing and commit client objectives. You should feel free to explore as many online trust could abuse as you'd like as long as the objective behind. The third thing I'd like to highlight is that there is no percentage breakup in terms of the effort you need to put an end stage. It will vary for different depths. Once you're stuck, you will be able to see patterns and identify what works and what doesn't. And you need to keep evolving from there and just keep improving your marketing efforts allows you to add structure DOD efforts. And that is how you need to look at it as a guiding. But to recap, we started the class with an introduction to iodine, and then we went through several examples of each stage had been you visualize what is possible and what you can achieve for your brand. I want to thank you for being such a great class. I hope you're going to apply what you've learned here today into good use. Now forget, if you get stuck. You have this community to reach out to me and I wish you the best and I'd love to see your work.