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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