AIDA in Events Marketing | Events Management Philippines

Tuesday, August 21, 2012




A lot of changes are happening in the way we promote events. The social media disrupted what we normally do in promoting the events. However, one fact remains the same that in promoting the events the process of informing the targeted visitors is unchanged.

We still use the cycle famously known as AIDA. AIDA stands for Awareness, Interest, Desire and Action.

Awareness – attract the attention of the target visitors

Interest -   raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).

Desire - convince customers that they want and desire the product or service and that it will satisfy their needs.

Action - lead customers towards taking action and/or attending.

This model is what we keep in mind when promoting our events to attract participants or visitors.

Surprisingly, social media leaves so much to be desired, in our case, in terms of committing exhibitors or visitors in attending the event.

One exception is email marketing which is very effective in completing the whole AIDA process.

However, I believe that AIDA will eventually effectively be harnessed sooner in the social media world.

But for now, we depend on the best asset SME companies like us do in making AIDA work that is telemarketing and personal selling by meeting the clients. 

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