AIDA activity by Beth Jackson https://padlet.com/bethjacksonuhcw/aidaactivity Choose a piece of marketing material from your own library, critique it against the principles of AIDA and post your feedback here. en-us 2023-04-12 12:18:51 UTC 2023-04-25 14:54:15 UTC hello@padlet.com AIDA Principles bethjacksonuhcw https://padlet.com/bethjacksonuhcw/aidaactivity/wish/2558205971 ATTENTION:
Does it grab your attention?
Does it create urgency?
Is it targeted?
Does it make an offer?

INTEREST:
Does it list any benefits?
Are they emotional benefits?
Is it focused on the user?
Can you ask "so what"?

DESIRE:
Does it provide facts?
Can it deliver on promises?
Is it positive?
Does it make an offer?

ACTION:
Does it create urgency?
How many are there?
Does it link to the benefits or objectives?]]> 2023-04-18 07:33:31 UTC https://padlet.com/bethjacksonuhcw/aidaactivity/wish/2558205971 Example: bethjacksonuhcw https://padlet.com/bethjacksonuhcw/aidaactivity/wish/2558209560 Attention: 
There are multiple question headlines, implying a two-way conversation between the us and the reader. The image is bright and bold and the title clearly states what is being advertised.

Interest:
We outline the content of the session but this poster doesn't really illustrate any 'benefits' of attending. We could tease the benefits out in a longer form piece of copy, such as for a newsletter or email.

Desire: 
Again, we haven't really built any desire into this particular poster and we would need to do so in supporting material. A quick way to have done this would be to mention that it is free!

Action:
We have just one call to action on the poster: a prompt to email the organiser. We could have sprinkled more throughout: a QR code to scan, a "Book Now!" text box in the top left, for example.]]> 2023-04-18 07:36:54 UTC https://padlet.com/bethjacksonuhcw/aidaactivity/wish/2558209560 Rachel Williams bethjacksonuhcw https://padlet.com/bethjacksonuhcw/aidaactivity/wish/2558349032 Needs snapper headline eg. Would you like to meet new people to talk about books?
Needs to emphasise benefits more eg. Meet others, read more, try something different
Desire – has all facts on there but need to make more appealing sell emotional or the experience.
Action – no call to action on there not clear enough eg. Have Book now button QR code or Limited spaces sign up today!
]]> 2023-04-18 09:50:54 UTC https://padlet.com/bethjacksonuhcw/aidaactivity/wish/2558349032 https://padlet.com/bethjacksonuhcw/aidaactivity/wish/2558352579 Attention

Hasn’t got a question headline. Is the purpose of the flyer clear?

Colourful and bright.

Clearly aimed at doctors, but offers a lot of information. Would be better with a clear message- do these things to save yourself time or the like.

 

Interest

Benefits listed for some resources but not all.

I can ask so what, no emotional benefits

 

Desire

It is positive, and provides facts, but there’s no offer.

No emotional benefits.

 

Action

Several calls for action, but no links to click.

Some urgency because of check boxes, but not time defined.

Objective not clearly defined.

]]> 2023-04-18 09:54:59 UTC https://padlet.com/bethjacksonuhcw/aidaactivity/wish/2558352579 https://padlet.com/bethjacksonuhcw/aidaactivity/wish/2558354750 Attention - Bullet point instructions are concise and clear.  Overleaf of this (sorry no photo) is an image of person reading a tablet with a dog and the text "Borrow audiobooks for free, instantly".  Not a conversation but quite a clear intention.

Interest - Emphasis on free, immediate access. Relies on reader wanting to borrow audiobooks - if they don't then no real incentive for interest.

Desire - Provides instructions for action and states result "start listening" Implies that within 4 steps you can be accessing audiobooks easily (true).

Action - Use of QR code, active words such as "download, follow, borrow and Start" ]]> 2023-04-18 09:57:10 UTC https://padlet.com/bethjacksonuhcw/aidaactivity/wish/2558354750 Sarah Gee bethjacksonuhcw https://padlet.com/bethjacksonuhcw/aidaactivity/wish/2558356730 2023-04-18 09:59:13 UTC https://padlet.com/bethjacksonuhcw/aidaactivity/wish/2558356730 https://padlet.com/bethjacksonuhcw/aidaactivity/wish/2558357383 Leaflets that are folded up and given out to new members.

Attention:
The images and different fonts help draw attention to those areas. 
There is no urgency in the text and it is not really targeted at certain users. 
There are offers made - how to find what you're looking for and access information etc.

Interest:
Some benefits highlighted e.g: "relax and stay healthy"

Desire: 
Provides facts and makes offers and is positive in respect of the difference services. 

Action - lots of contact details at the bottom and quite a few websites throughout but could be more. 
]]> 2023-04-18 09:59:59 UTC https://padlet.com/bethjacksonuhcw/aidaactivity/wish/2558357383 Sally Barley bethjacksonuhcw https://padlet.com/bethjacksonuhcw/aidaactivity/wish/2558359803 Attention: It is very plain/boring. It does not grab your attention and does not create urgency. No positive feedback.
 
Interest: it does offer benefits of telling you how to plan your writing and where to get published but no emotional benefits
 
Desire: The session delivers on its promise to help you with the basic of writing but is not persuasive enough.
 
Action: No urgency
]]> 2023-04-18 10:02:45 UTC https://padlet.com/bethjacksonuhcw/aidaactivity/wish/2558359803 Evidence/Literature search (Twitter) https://padlet.com/bethjacksonuhcw/aidaactivity/wish/2558360300 Attention:
Could have asked a question rather than just making a statement. Defines a benefit but is quite passive in tone.  The tweet is targeted towards clinical staff and outlines the benefits to them.

Interest:
Lists the benefit of saving time and making their life easier in terms of management decisions, patient care, etc. (rational). Librarians are expert searchers and can do a good job for frontline staff (emotional benefit?)
Says that students undertaking study can't request a literature search but we can offer training courses to support - would need to offer further marketing around this to distinct groups of students.
Could be a clearer, more distinct messaging.

Desire:
Some facts provided. Makes an offer - QR code, Fill in a literature search form, email us.
Makes an offer to the clinical user.

Action:
No urgency in the message.
need to link the message to the objectives more clearly.

]]> 2023-04-18 10:03:20 UTC https://padlet.com/bethjacksonuhcw/aidaactivity/wish/2558360300