The unchanging "AIDA way"
According to studies, the modern consumer, before taking the decisive step to buy, on average, goes "the AIDA way" from 5 to 14 times! We first encounter a product or service, show interest, read reviews. We see an advertisement for a product we already know. We unconsciously think about it and come to the idea that we need it - we pull out our wallet or credit card. Sometimes this process takes months, and sometimes it can be an instant decision. But invariably we go through all the stages of the AIDA model.
This is the most important stage. Your messages and advertisements must be clear, simple and unique. The rest of your marketing activities need to be well structured by thoroughly researching your target audience.
To draw attention to its vaccine, Pfizer began in advance, running a massive advertising campaign around the world. Social media, television shows, and YouTube were filled with social broadcasts from opinion leaders. Newspaper and magazine articles, online and offline, contained enticing and clickbait headlines. All of this was done before the vaccine had even passed its final tests and trials.
It's not easy to get consumers interested in your offer and stand out from your competitors in the age of the global Internet. When promoting their offer, the seller must demonstrate the benefits of their product, voice the "pains" of the target audience and show how the right choice will change their lives.
Millions of people around the world have been waiting for the completion of the new COVID-19 vaccine. Waiting and fearing. For their lives and the lives of their loved ones. It was during the "interest" stage that Pfizer launched an extensive outreach effort, detailing the efficacy and safety of the new development. The company conducted clinical trials, published research results in scientific journals, published informational brochures for medical professionals and the general public.
At this stage, the consumer realizes that he is missing something. All marketing activities should be aimed at making him want to buy the product offered earlier. Once again, the seller must demonstrate the benefits of the product, talk about the urgency, pushing the client to make a decision.
After educating the potential customer about the efficacy and safety of the vaccine, Pfizer began disseminating information on how and where to obtain it. While emphasizing how the vaccine would protect against COVID-19 and help you get back to normal life faster, the company also kept up the interest and said it was in limited quantities.
In this phase, the consumer performs specific actions that lead to the purchase of a product or service. This can be placing an order on a website, buying a product in a store, or signing a contract for a service.
Each phase of the "AIDA journey" is important to the success of a marketing campaign. It is difficult to determine exactly how many contacts it will take to attract and retain a customer. It depends on the specific environment and the company's strategy. When it comes to expensive and complex products that require extra effort and time to make a purchase decision, this process can stretch over a long period.