MENGENAL KONSEP PEMASARAN || AIDAS - INTEREST || Part 2

Summary

This video discusses effective promotional strategies, focusing on the AIDA model: Attention, Interest, Desire, and Action. It emphasizes how businesses must attract attention with appealing strategies, create interest through strong offerings, and encourage desire and action by providing value and seamless purchasing options. The script explores examples, such as a Malaysian roti canai shop and the growing popularity of durian trees in pots, highlighting how interest is piqued through clear benefits and convenience. The speaker stresses the importance of ensuring customer satisfaction, as a bad experience after purchase can harm future sales and customer loyalty.

Takeaways

• 😀 The importance of a strong promotional strategy, including various types of promotions, was discussed in the context of building attention and interest.
• 😀 'Attention' is the first stage in a customer’s buying journey. A catchy product name or unique branding can be effective for grabbing attention, as seen with 'Roti Canai Malaysia' and 'Teh Tarik'.
• 😀 Interest follows attention. Once a potential customer is intrigued, their interest must be nurtured, leading them closer to a purchase decision.
• 😀 Customer interest can be strengthened when their purchasing power aligns with their desire for the product. Effective marketing strategies should consider this.
• 😀 The balance between 'Attention' and 'Interest' is crucial. It's not enough to simply catch attention; there must be a compelling reason to sustain interest.
• 😀 The pandemic has shifted buying behaviors, with online shopping becoming easier and more accessible, further enhancing attention and interest through social media promotions.
• 😀 The use of promotions such as 'buy one, get one free' or discounts can intensify customer interest, making them more likely to act.
• 😀 Examples of effective promotions include offering added value, such as complimentary items or discounts, to maintain customer interest and encourage action.
• 😀 Customer satisfaction is vital to ensuring repeat business. If a product or service fails to meet expectations, customers are unlikely to return.
• 😀 Once customers take action (make a purchase), it is essential for businesses to ensure a seamless experience, from prompt delivery to quality satisfaction, to retain their trust.

Q & A

What is the significance of 'attention' in the promotional strategy discussed in the transcript?

In the promotional strategy, 'attention' refers to capturing the interest of potential customers. The example given is a product like 'Roti Canai Malaysia' which uses a unique brand name to draw attention. It serves as the first step in the promotional process.

Why is 'interest' crucial after gaining attention in a marketing strategy?

'Interest' follows attention and signifies that potential customers are now curious or intrigued by the product. Without this stage, people might be aware of the product but not motivated to learn more or make a purchase.

How does the concept of 'Desire' fit into the promotional strategy discussed?

Desire is a stage that builds on the attention and interest already generated. Once customers are interested, they develop a stronger desire to own or use the product, which is essential for progressing toward the purchase decision.

What role does 'Action' play in the process described?

'Action' is the final stage in the promotional process, where customers make a purchase. It is the culmination of all previous stages, including attention, interest, and desire.

What does the transcript say about the importance of offering 'extra incentives' in promotions?

The transcript highlights how additional incentives, such as promotional codes or free services, can increase customer interest and drive sales. These incentives serve to strengthen the connection between attention and the final purchase decision.

What are some examples of promotional strategies mentioned in the transcript?

Examples include promotional offers like 'buy one, get one free,' discount coupons, and special deals, such as free delivery. These strategies help attract interest and encourage potential customers to take action.

How does the transcript suggest businesses should handle customer dissatisfaction after a purchase?

The transcript stresses the importance of fulfilling customer expectations after the action stage. If a customer is disappointed with the product (e.g., an AC unit that breaks down quickly), it can result in them never returning or recommending the product. Managing post-purchase satisfaction is crucial for long-term success.

What is the significance of 'location' in marketing as discussed in the transcript?

The location of the product or service is mentioned as a key factor in the success of promotional strategies. For example, the placement of businesses in specific locations, such as high-traffic areas, can enhance visibility and attract more attention.

How does the concept of 'customer retention' relate to the script?

Customer retention is discussed as a critical aspect of successful marketing. Once customers make a purchase, it’s important to maintain their satisfaction to ensure they return in the future. The script emphasizes that dissatisfaction can lead to lost customers.

How do social media platforms like Facebook and Instagram contribute to the marketing strategy outlined in the script?

Social media platforms are used to promote products and engage with potential customers. The transcript refers to how promotions on these platforms can attract attention, generate interest, and ultimately lead to purchases, as people can interact with offers directly through these channels.