SALES & MARKETING TEAM

YONGJIK LEE (JASON)

ROLE AND RESPONSIBILITY

1. Primary research (Survey Questionnairs)

2. Blogging

3. SWOT analysis (Internal aspect / External aspect)

4. Sales Promotion (Facebook Page / Word-of-mouth)

5. Take Photos (on event day)

What is the AIDA Model in Marketing?

The AIDA Model, which stands for Attention, Interest, Desire, and Action model, is an advertising effect model that identifies the stages that an individual goes during the process of purchasing a product or service (Egan 2007).

The AIDA model is commonly used in digital marketing, sales strategies, and public relations campaigns.

"The key for successful implementation of the AIDA model is to understand the mental state of the buyer. This is a very complex process that requires skill and experience (Solomon, 2010)."

AIDA Model

The AIDA model Hierarchy

1. Attention: The first step in marketing or advertising is toconsider how to attract the attention of consumers.

2. Interest: Once the consumer is aware that the product

or service exists, the business must work on increasingthe potential customer’s interest level.

3. Desire: After the consumer is interested in the product orservice, then the goal is to make consumers desire it,

moving their mindset from “I like it” to “I want it.”

4. Action: The ultimate goal is to drive the receiver of the

marketing campaign to initiate action and purchasethe product or service. Source : https://www.businesstopia.net/communication/aida-model

The AIDA model of 'Escape Room' Event

<Attention Stage>

What marketing means did we use ?

1. Physical Metarial

Advertising Poster (Student Accomodation, University)

Word-of-Mouth (WOM)

2. Online Metarial

Social Media (Facebook)

<Interest + Desire Stage>

The second(Interest) and third(Desire) steps of the AIDA model go together.

The AIDA model of 'Escape Room' Event

• Advertising Poster design arouse customers' curious

Facebook Page : Coventry University London - Student Information

<Interest + Desire Stage>

• Introduce our events' objective and purpose.

• Deliver every information. (Price/Place/Charity/etc.)

• Keep updating how many tickets left.(Don't give pressure or Push to customer)

• Benefits of our event.(i.e, People who searching exciting place in London, Relatively low price offering than competitors)

• These Interest & Desire stages lead to Action stage.

Source : Korean Community Facebook Page

<Action Stage>

A statement is designed to get an immediate response from the consumer.

A lot of advertisings motivate consumers to take action by using a statement which shows

urgency; (ex, RIGHT NOW, LIMITED TIME OFFER) (corporatefinanceinstitute.com 2018)

<Our strategy>

1. Keep updating how many tickets left

2. Remind potential customers our event date (Limited Time Offer)

a

<Result>

- 5 people made inquiries even though all tickets were sold out.

The AIDA model of 'Escape Room' Event

List of Reference

Businesstopia.net (2018) AIDA MODEL [online] available from <https://www.businesstopia.net/communication/aida-model> [11 June 2018]

Corporatefinanceinstitute.com (2018) AIDA MODEL [online] available from <https://corporatefinanceinstitute.com/resources/knowledge/other/aida-model-marketing/> [11 June 2018]

Egan, J. (2007) Marketing Communications. London: Thomson Learning

Frick, T., and Werve, K. E (2010) Return on Engagement: Content Strategy and Web Design Techuiques for Digital Marketing. Burlington: Focal Press

Gretzel, U. and Yoo, K. H. (2013) 'PREMISES AND PROMISES OF SOCIAL MEDIA MARKETING IN TOURISM'. In The Routlege Handbook of Tourism Marketing. Ed. by McCabe, S. New York: Routlege

Harden, L. and Heyman, B. (2009) Digital engagement: internet marketing that captures customers and builds intense brand loyalty. New York: AMACOM.

Julie, A. E., and Richard, S. (1983) ‘The Information Processing of Pictures in Print Advertisements’. Journal Consumer Research 10 (1) 45-46. available from <https://www.researchgate.net/publication/24098329_The_Information_Processing_of_Pictures_in_Print_Ad nts> [14 June 2018]

Pradiptarini, C. (2011) UW-L Journal of Undergraduate Research XIV Social Media Marketing: Measuring Its Effectiveness and Identifying the Target Market [online], 2-4. Available from <https://pdfs.semanticscholar.org/1569/38879739a57a8fe5f46554d32f089e88387a.pdf> [11 June 2018]

Solomon, M. R., Bamossy, G., Askegaard, S., and Hogg, M. K. (2010) Consumer Behaviour: A European Perspective. England: Prentice Hall Europe

Thorn, L. (2008) Word-of-Mouth Advertising online and off: How to Spark Buzz, Excitement, and Free Publicity for Your Business or Organisation. Florida: Atlantic Publishing Group

Power of Word-of-Mouth (WOM) Marketing

“Word-of-mouth is thousands of times as powerful as conventional marketing” (SILVERMAN 2001).

According to Rosen (2000), word-of-mouth plays an important role in the purchase process of many products:

1. Friends and relatives are the number-one source of information about places to visit or about flights, hotels or rental cars, according to the Travel Industry Association. Of people they surveyed, forty three percent cited friends and family as a source for information.

2. Movies are driven by word-of-mouth. According to Lynn Thorn (2008), Fifty three percent of moviegoers rely to some extent on a recommendation from someone they know. Independently of the money spent with advertising, individuals consult with each other about what movie to see.

Impact of marketing through Social Media

Success in social media marketing is not about return on investment but rather return on engagement (Frick 2010).

Harden and Heyman (2009) describe the “mathematics of engagement” as requiring a focus on click depth rather than just clicks, loyalty (number of visits), recency (return visits within a certain time frame), visit duration, interactivity (consumer actions such as comments, retweets, etc.), and commitment (e.g. subscription).

Outputs have to be related to the engagement inputs on the marketer side, e.g. the number of posts, types of contents posted, frequency of posts, etc (Gretzel and Yoo 2013).

According to Charity Pradiptarini (2011),

Source : https://pdfs.semanticscholar.org/1569/38879739a57a8fe5f46554d32f089e88387a.pdf

Impact of marketing through Social Media

Impact of Marketing on Social Media

Source : https://pdfs.semanticscholar.org/1569/38879739a57a8fe5f46554d32f089e88387a.pdf