AIDA stands for attention, interests, desire and action. It is a model which is used in marketing and Advertising. This specific technique is used to develop communication strategy in which customer is forced to buy the product with the help of the model.
‘A’ stands for attention which is a term used for attracting attention of the customer towards the product.
‘I’ stands for interest and used for raising customers interest towards any specific product by telling its advantages and benefits.
‘D’ Represent the Desire, in this advertisement conveys a message to the customer of the Desire of wanting that specific product.
‘A’ stands for action which is the final step in this model and leads the customer to make a purchase a product or service.
Leading you customers towards the website by using a cup with a message in a water dispenser can be done by the model.
For using the model to promote the cause of donation we can follow these steps
For grabbing the attention towards the dispenser we can theme or dispenser in a way which it would sent across a message of saving water. An image of a girl looking to a water drop coming out in a dry climate could be fixed onto the dispenser. Image can also have the company’s website just below the ad.
Cups coming out from the dispenser should be evenly themed just like the dispenser is themed. Glasses should be design like if they are empty they would show bottom of the glass and walls of the internal side as dry Earth.
For raising the interest of the customer towards the cups, internal side of a clock should be painted in a form of dry Earth as well as a message written on it, “water is life, save this”, and this message should also be having a link to the website as well as a barcode for easy access to the website by scanning the cup. Outside the cups should have some factual information about importance of water and statistics about the water availability.
As the customer go do the companies website link lead them to a page where different societies was shown in the lack of water, different videos from around the world is embedded into the page with a little part of it is automatically play to grab the customers attention towards the message you want to convey. It will create a Desire of donation in the customer to donate for the poor people and will lead them to another page as a click on donate button.
In a final step when the customer reaches the donation page, donation can be maximize with the help of providing pictures of Goa kids as well as families which are not able to have access to the water. As a customer looks on those images would be having a visual shock and would be increasing the amount of donation as per his emotional condition.