The AIDA model (Attention - Interest - Desire - Action) has underpinned marketing & sales strategies for over the past 120 years. It is now largely challenged for its linearity and lack of post-purchase effects such as satisfaction or retention. Indeed digitalization has made approches a little bit more complex as consumers are now using different platforms, engaging at different touchpoints and requiring different information throughout the stages from various sources.
But ... one thing remains true: There won't be any conversion if no interest is triggered. The very first step of any commercial processes is to raise awareness and today companies have only few seconds to do so.
This video is part of a wider communication plan tailored for the talented niche perfumer Olfactive Studio.