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. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
Related Content