Marketing, whether using traditional or digital media, prepares the consumer for sale, this is done by moving buyers through the purchase funnel. That is, we cannot expect potential buyers to purchase a product or service after a first exposure to our brand; We need to help them prepare to buy by attracting their attention, making it easier to understand the benefits of the product, shaping positive attitudes and preferences for our brand, and ultimately motivating their buying behavior.

In other words, an effective marketing and communications strategy integrates traditional and digital media based on the AIDA model, which stands for: attention, interest, desire, and action.

Attention

This is the point at which we strive to gain the customer's attention. Consumers can't consider the brand as a purchase option until they become aware of it and recognize it within a product or service category.

This stage is particularly important for a new business that's just starting out or if you're making changes to your brand and what you offer. At this stage, the brand, product, or service has to seek to clearly and vividly capture the consumer's attention.

Interest

The second stage of the AIDA model moves the consumer from awareness to interest. It is at this stage that you encourage the customer to learn more about your brand and increase awareness of its attributes and values.

Desire

At this stage of the AIDA model, the consumer goes from being interested in the product or service to actually considering a purchase from another brand. In marketing terms, this is often described as the formation of positive brand attitudes and intentions, at this stage we aim for the brand to be part of the "set of considerations" for a particular product or service.

Action

The final phase of the AIDA model is the point at which the consumer takes action: ask for more information, visit the website to check availability or prices, or make a reservation or purchase. Preferably, this becomes a repetitive action as customer loyalty is gained.

Winning over customers involves a process. First, marketing exposes consumers to your brand and builds awareness. Marketing actions inform consumers to build awareness and interest. From there, it's important to create or shape desire by improving attitudes and preferences towards your brand.

Then comes the action, when the consumer makes an inquiry about the brand, visits the store or website, and finally makes a purchase.

The marketing and communication approach  (media and message selection) at each of these stages will vary, and as you'll see, there's a lot more to it than just incentivizing the sale. A strategically planned and effectively executed marketing and communication campaign must contribute in each of the stages of the AIDA model to strengthen the positioning of the brand before its target audiences.

Are you ready to implement the AIDA model in the marketing and communication of your tourism company?