AIDA & the Feels

Using the AIDA Model to Make Emotional Connections With Your Target Audience

By: Kimberly Grant

The word “influence” has become a buzz word for some years now.  Everyone wants to influence and everyone wants to be influenced.  We, as consumers, look for it.  We even crave it at times.  There’s an acronym for one way that marketers influence consumers: AIDA.

Model Behavior

The AIDA model stands for:

• Attention (attract a target group)
• Interest (get target group to look more closely at a product or service)
• Desire (convince target group they want your product or service)
• Action (get target group to take action)

In the AIDA model, marketers are basically guiding a consumer to buying their product or service.  This model is used in all types of communication, like emails, video ads, and social media posts.  It’s so ingrained in marketing, that consumers have seen this model time and time again, without even realizing they’ve participated in the AIDA model.

Food Service Eww

One industry that uses the AIDA model to its advantages is the food industry.  All of those commercials that we watch and drool over are using the AIDA model and some not-so-pleasant tricks.  These tricks typically guide a consumer’s stomach to lead them to action.  Some of these not-so-pleasant tricks include using mashed potatoes as a stand in for ice cream, motor oil for maple syrup, and glue for milk.  The last fact alone makes me glad I drink almond milk.

Tricks aside, the food service does use the AIDA model to its advantage.  One video ad that does this superbly is this feel-good Publix commercial below.

Where Viewing is A Pleasure

In the Publix ad, the attention-grabber is the multi-racial family sitting at the dinner table, whose father is the chef for the evening.  His fatherly tone grabs attention.  The interest stage is represented in the scenes of laughter and togetherness.  The various types of family mixes are what keep the viewer interested in what the commercial is about.  In this part of the AIDA model, Publix is showcasing their wide array of food ingredients that support ethnic dishes.

The next stage of the AIDA model, desire, usually conveys the emotion a consumer will feel when buying the product or service.  The bulk of the scenes are edited to tell the stories of modern families, which are multi-ethnic/racial, multi-generational, and not always by blood.  The message is “We’re all family.”  This message conveys that all types of families are brought together by a common love of food.  These scenes and the soft music also bring feelings of warmth and family ahead of the upcoming holiday season. 

The last stage of the AIDA model, action, is the culmination of getting attention, generating interest, and feeling the desire to do something.  In the case of Publix, their call to action is “Let’s eat together.”  It’s a simple, yet, effective call to consumers to think of Publix when planning their family events.

The Feels of AIDA

Making consumers feel strong emotions is a hallmark of the AIDA model.  It’s what gets consumers to act in favor of the product or service.  It’s also a way to convey messages that aren’t just about buying and selling.  It’s also a way to convey a brand’s values.  In the case of Publix, their values include the modern family brought together by food.  Because this Publix commercial is well-executed using the AIDA model, it also makes this writer feel hunger for her next meal.

Feeling like you want to read more.  You can view my last post here.