The AIDA Formula

InnoWaTr Centre of Expertise

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The AIDA formula is a marketing and

advertising model that outlines the

steps to effectively capture a

consumer ' s attention and lead them

through the purchasing process .

Herein , for the IWTs community .

Attention :The first step is to grab the attention of your target audience . This

can be achieved through eye - catching headlines , engaging visuals , or

compelling content that piques interest .

Interest :Once you have their attention , the next step is to generate interest

in your product or service . This involves providing information that resonates

with the audience ' s needs or desires , highlighting benefits , and creating a

connection .

Desire :After generating interest , the goal is to create a desire for the

product or service . This can be done by emphasizing unique selling points ,

showcasing testimonials , or illustrating how the product can solve a problem

or improve the consumer ' s life .

Action :Finally , encourage the audience to take action , whether it ’ s making

a purchase , signing up for a newsletter , or requesting more information . This

step often includes a clear call to action ( CTA ) that guides the consumer on

what to do next .

Sabrina Wilms

The goal is to convince stakeholders to commit This can be achieved by attracting their attention maintaining their interest stimulating their desire and calling them into

action Each FFC has its target group and its challenges and therefore its own message to convey But we need to make sure that the communication around our project

and our FFC is effective and has a lasting effect a legacy

Learn about the does and don ts on the following interview with Muriel Andurand

and by downloading the communication strategy plan

Attention

Interest

Desire

Action

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