Last week, the Fire Enterprises, Inc. (FEI) tribe used a SWOT analysis to determine the strengths, weaknesses, opportunities and threats facing their business today. This week, Lucy explains how AIDAR demonstrates each step of the sales/marketing process. Remember, fire = print.

“Planning for product development success isn’t difficult,” Lucy said, “as long as our marketing program is designed with the AIDAR buying cycle in mind.”

“What is AIDAR and why is it so important?” Org asked.

“Understanding FEI’s position on the AIDAR curve can help us make good business decisions and take appropriate actions,” Lucy explained. “AIDAR is an acronym for the five buying stages: Awareness, Interest, Desire, Action and Reorder.”

“Good marketers develop product strategies according to the AIDAR curve,” Lucy continued. “Successful marketing programs take products on a journey from ignorance to purchase, passing through each of the five AIDAR steps in the mind of the target market.”

Lucy wrote AIDAR on the board in block letters:

“A is for awareness,” she reiterated. “The first step of our marketing efforts is to create awareness among as many potential buyers or key business influencers as possible.”

“In the awareness stage, it’s important to choose marketing vehicles that offer high rates of exposure and low costs per impression,” Lucy continued. “In this early stage of the buying cycle, widespread messaging, increased name recognition and a foundation for more targeted efforts are our goals.

“I’m with you so far,” Org said.

“I is for interest. Market awareness of our product should be followed by actions to generate market interest. Buyers need to be comfortable with FEI’s selling proposition before considering a purchase,” Lucy pointed out.

“And how do we make them comfortable?” A curious Org asked.

“We establish ourselves as a bastion of knowledge, value and caring,” Lucy answered. “We position FEI as the problem-solving fire company. Over time, FEI will become synonymous with ‘quality fire services’ in the minds of potential buyers.”

T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
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