From time to time, my newsletter gets a little TOO long and then I cut and move some of the more self-contained chunks to here, so that people can read the newsletter and if interested can jump to here for more detail. This is one of those chunks.

AIDA is a marketing model that is well over 100 years old. It has gone through countless iterations, twists and turns. It has been cast out – only to reappear with different words. More stages. Less stages. The ‘Young Turks’ who run today’s corporate marketing department will be using some version of the AIDA model. It is a simple, timeless truth that goes something like this:

For a product, service or idea to gain traction with an individual, that person needs to be attracted in a way that Attention is garnered. Once you have that attention, the person needs to become sufficiently Interested to learn more. To educate themselves. With that education, the person should then develop a Desire to adopt the service, product or thinking so that the Action of purchase of ‘adoption of idea’ can be completed.

There’s more. While it takes two to tango, it takes an army to change thinking, because the opposition to established ideas, general knowledge and ‘plain common sense’ is hard. But important and necessary.

NO need to start a discussion here on civil rights. Is there?

Michael Porter published “Competitive Strategy: Techniques for Analyzing Industries and Competitors” in 1980 and introduced the world to The Five Forces Model

  • Competition in the industry
  • Potential of new entrants into the industry
  • Power of suppliers
  • Power of customers
  • The threat of substitute products

It’s a longer discussion, and maybe not immediately obvious – but we can apply this thinking, with the AIDA model, to build a solid series of campaigns and programs to start to change the dialogue and remind everyone that

Technology is a tool for people to use – not be used against them.