Managerial Marketing: Chapters 11-13
The main goal of any promotional activity in marketing is to inform, persuade, and/or remind the consumer of the firms good or service via influencing the process of thinking, feeling, and acting. Technically a good integrated marketing communications strategy is to take the individual through the cognitive, affective, and conative domains (think-feel-act). This is largely done by using the promotional mix. (advertising, public relations, publicity, sales promotions, social media, support media, and personal selling)
In order to effectively inform, remind, and persuade the consumer, marketers use the AIDA concept in all promotional activities, most heavily in advertising. It is a process of progression that the promotion must first get the consumers Attention, then their Interest, which leads to their Desire, and ultimately the Action to buy.
This case will have you put the AIDA concept to work. Pick a brand you are familiar with and find at least three different promotions for it. (t.v., radio, internet, social, newspaper, direct mailing, PR and publicity, billboard, etc). Describe how the brand promotions fulfill the concept of integrated marketing communications and then comment on how each specific promotion uses the AIDA concept. Finally, comment on the effectiveness of the campaign in your option and give rationale for it.
A tv commercial of Lidl shows how a Mom desires to give surprise to her son in several weird ways which are definitely not realistic but draw viewers’ attention towards the brand as the story summarizes to the end with the #lidlsurprises tagline. It forces a viewer to think about the surprise, feel part of it is his own life, and then perhaps to build up some interest towards the brand and make a decision to purchase.
Applying AIDA model to this particular campaign – Attention is created by the weird surprise elements presented in the ad which not only creates amusement but also forces the viewer to experience the thrilling part of the experience. Interest is created because this is something special and beyond expectation while considering the campaigns of the other brands present in the marketplace including major players such as TESCO and Asda. The interest creates the desire to move to the nearest store of Lidl for a viewer and this will translate to the ultimate action of buying the products having Lidl brands.
The #lidlsurprises tag continues to surprise the social media mainly through three basic ways – displaying the relevant ads associated with the #lidlsurprises tagline, revealing secret and surprise recipe, and letting the followers know the surprise promotional offers and discount deals at the Lidl stores. The materials have been posted to the platform (we are talking about Facebook) with extreme care so as to keep the surprise element intact. Whenever it is found that subsequent 4~5 posts are not generating an adequate amount of surprise for the followers, they are followed by a video which happens to be thrilling and surprising. The think-feel-act levels of the followers are clear from the comments of the followers under each post.
Applying AIDA model to this particular campaign – Attention is created whenever a new post is on. Whenever there is a surprise element in a particular post, the number of views/ likes has crossed more than 10K followers on an average. Also, a keen research has shown us that the amount of ‘likes’ and ‘shares’ are more when there is more surprise element associated with a post. The interest of the followers is visible in terms of their participation. They have not only liked or shared these posts but also have put suggestions under comments. The desire to move to Lidl store is also visible in some posts. The actual visit is confirmed by some customers who have posted their experience of surprise from their last visits in Lidl store.
There’s also an interactive website dedicated to #lidlsurprises where you can spin to receive the surprise result of a recipe to cook: https://www.lidlsurprises.co.uk. In this particular site, a user can select the preferred choice of ingredient (e.g. Chicken, veg, etc.) and can actually generate a surprise ingredient every time he clicks the ‘generate recipe’ button. Through the appearance of the website, a visitor is compelled to think about the brand association with the surprise element, then feel through the activities he carries out on the website (i.e. selecting, clicking and waiting to generate a secret recipe), which may result in a purchasing action from the Lidl’s store.
Applying AIDA model to this particular campaign – Atention is built up by the moving animation on the website which generates ‘SURPRISE’ and then ‘ME’. Interest is drawn when website does actually generates a worthful recipe. Desire is the outcome of that interest whch translats into the activity of moving to Lidl’s store and buy its products.