As marketers, it is our job to make our products and services appealing to potential customers. To achieve this goal, many marketers employ the AIDA model in their campaigns. A great example of the AIDA model is the use of advertising in the foodservice industry.
Attention
Marketers in the foodservice industry are really good at grabbing a customer’s attention. Bright and colorful packaging and catchy slogans make products stand out and stick in the consumer’s mind. Slogans and catchphrases like ‘Taste the Rainbow’ or ‘I’m Lovin’ It’ capture the spirit of the brand while also bringing it back into the customer’s mind regularly.
Interest
Keeping a customer’s interest can be difficult in today’s fast-paced world. Marketers in the foodservice industry often garner interest by promoting their products alongside well-known celebrities. Pepsi is particularly well-known for celebrity endorsements and big-budget super bowl commercials that simultaneously keep people entertained and engaged.
Desire
Food is a basic human need and therefore naturally desirable. But foodservice marketers must compete with other brands to make their products stand out. Foodservice advertisers do this by altering their products to look better for the camera. Placing a steaming cotton ball behind products can give the illusion of it coming right out of the oven, triggering automatic responses, and making the customer’s mouth water.
Action
Convincing a consumer to purchase the product is the goal of most advertising campaigns. Introducing limited edition and seasonal items like the McRib, Shamrock Shake, or Fillet of Fish can create a scarcity in consumers’ minds and compel them to act more quickly.
By combining these elements of attention, interest, desire, and attention in the AIDA model, the foodservice companies encourage purchases in a highly competitive market.