April 1, 2013

Attention, Interest, Desire, And Action (AIDA)

AIDA as defined by Wikipedia.org is a great acronym because it helps you remember the four basic components of golf club marketing:

  • A – Attention (Awareness): grab the attention of the golfer.
  • I- Interest: raise golfer’s interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).
  • D- Desire: convince golfers that they want and desire the product or service and that it will satisfy their needs.
  • A – Action: lead golfers towards taking immediate action and/or purchasing.

When designing a golf club marketing campaign, you want to first grab the golfer’s attention. This is best accomplished with an offer they have never seen before, therefor, grabbing their attention. Then focus on the emotional hook in your marketing campaign that will stir up the desire of the golfer to make them want your golf products and your golf services. Golfers buy golf products and golf services for emotional reasons then you want to give them logical reasons justifying their emotional desire that prompted them to make the purchase.

MMC®, is a performance-based, data-driven golf marketing company that hits ‘em straight.

Thank you for partnering with MMC® in growing the game, your golf course and your golf career.


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