What does MARKETING mean to you and your organization?

Marketing is more than just advertising and selling products or services. It’s about understanding your customers, meeting their needs and wants, and building long-term relationships with them. In today’s fast-paced world, where competition is fierce, effective marketing is essential for the success of any organization. So, what does marketing mean to you and your organization? Let’s take a closer look.

Marketing is about understanding your customers

The first step in effective marketing is understanding your customers. Who are they? What are their needs and wants? What motivates them to make a purchase? By answering these questions, you can develop a marketing strategy that speaks directly to your target audience. This can involve researching your customers’ demographics, psychographics, and behavior patterns, as well as analyzing their feedback and engagement with your brand.

Marketing is about meeting customer needs

Once you understand your customers, the next step is to meet their needs and wants. This involves developing products or services that solve their problems, fulfill their desires, or make their lives easier. Effective marketing involves creating a unique value proposition that differentiates your brand from competitors and positions it as the best solution for your customers’ needs.

Marketing is about building relationships

Finally, marketing is about building long-term relationships with your customers. This involves engaging with them on a regular basis, providing them with relevant and useful content, and offering exceptional customer service. By building trust and loyalty, you can turn customers into brand advocates who will promote your brand to others.

In conclusion, marketing is an essential part of any organization’s success. By understanding your customers, meeting their needs, and building relationships with them, you can create a powerful marketing strategy that drives growth and builds a strong brand. So, take the time to invest in your marketing efforts and watch your organization thrive.

Unique Selling Proposition, or USP for short, is a marketing concept that describes the unique benefit or advantage that a product or service offers to its customers. It is the reason why customers should choose a particular product or service over its competitors. A USP can be thought of as a promise made to the customer that no other product or service can deliver.

The idea behind the USP is to differentiate a product or service from its competitors and create a unique position in the minds of consumers. It is a way for businesses to stand out in a crowded marketplace and communicate their value proposition to their target audience.

A USP can be based on several factors, including product features, quality, price, convenience, customer service, brand reputation, and more. It is important to note that a USP is not just a simple slogan or tagline. It is a comprehensive marketing strategy that should be reflected in every aspect of a business, from product design to customer service.

To create an effective USP, businesses must understand their target audience and their needs and desires. They must also research their competitors to identify what sets them apart and what advantages they can offer to their customers. Once they have identified their USP, they must communicate it effectively through all their marketing channels, including advertising, branding, and customer service.

A USP can be a powerful tool for businesses of all sizes and industries. It can help them to differentiate themselves from their competitors, attract new customers, and increase sales and revenue. However, it is important to remember that a USP is not a one-time effort. It requires continuous refinement and improvement to ensure that it remains relevant and effective in a constantly evolving marketplace.

In summary, a USP is a unique benefit or advantage that a product or service offers to its customers. It is a way for businesses to differentiate themselves from their competitors and communicate their value proposition to their target audience. To create an effective USP, businesses must understand their target audience, research their competitors, and communicate their USP effectively through all their marketing channels.

Unique Selling Proposition (USP) Introduction:

In the world of marketing, businesses are always looking for ways to stand out from the competition. They want to differentiate themselves in the marketplace and make sure their products or services are seen as unique and valuable. One way to achieve this is through the development of a Unique Selling Proposition (USP).

A USP is a statement that describes what sets a business or product apart from the competition. It highlights the benefits that customers can expect to receive from using the product or service and why it is better than anything else on the market. Developing a USP requires a deep understanding of the target audience, their needs, and the competitive landscape.

In this article, we will explore the concept of the USP in detail. We will discuss what it is, why it is important, and how businesses can develop an effective USP. We will also provide real-world examples of successful USPs and offer tips on how to communicate your USP to your target audience.

What is a Unique Selling Proposition (USP)?

A Unique Selling Proposition (USP) is a statement that explains what sets a product, service, or business apart from the competition. It is a key element of a company’s marketing strategy and is used to differentiate the company and its offerings from others in the marketplace.

A USP should be concise, memorable, and focused on the benefits that customers can expect to receive from using the product or service. It should also be unique and difficult for competitors to imitate. The USP should be grounded in the needs and desires of the target audience, as well as the company’s strengths and capabilities.

Why is a Unique Selling Proposition (USP) important?

In today’s crowded marketplace, customers have many options to choose from. They are bombarded with marketing messages from all directions, and it can be difficult for a business to stand out. A USP is important because it gives customers a clear and compelling reason to choose one product or service over another.

A USP helps to differentiate a business from its competitors and can help to create a strong and loyal customer base. It can also help to increase brand awareness and recognition, as well as drive sales and revenue.

Developing an Effective Unique Selling Proposition (USP)

Developing an effective USP requires a deep understanding of the target audience, their needs, and the competitive landscape. A business must identify what sets it apart from the competition and how it can use that differentiation to meet the needs of its target audience.

The first step in developing a USP is to conduct market research to identify the needs and desires of the target audience. This research should include surveys, focus groups, and other methods of gathering feedback from customers and potential customers.

Once the needs of the target audience have been identified, the next step is to identify the competitive landscape. This includes identifying the strengths and weaknesses of the competition, as well as any opportunities or threats that may exist in the marketplace.

With this information in hand, a business can begin to develop its USP. The USP should be based on the needs and desires of the target audience and should be focused on the benefits that the product or service provides. It should also be unique and difficult for competitors to imitate.

Communicating Your Unique Selling Proposition (USP)

Once a business has developed its USP, it is important to communicate it effectively to the target audience. This can be done through a variety of marketing channels, including advertising, public relations, and social media.

The USP should be communicated clearly and consistently across all marketing channels. It should be prominently featured in advertising campaigns, on the company’s website, and in all marketing materials.

Conclusion

In conclusion, a Unique Selling Proposition (USP) is a key element of a company’s marketing strategy. It helps to differentiate a business from its competitors and plays a crucial role in attracting and retaining customers. By clearly defining and effectively communicating its USP, a company can establish a strong brand identity and gain a competitive edge in the market.

One of the primary benefits of having a strong USP is differentiation. In a crowded marketplace where customers are bombarded with numerous options, a compelling USP helps a business stand out and capture the attention of its target audience. By highlighting what sets it apart from the competition, a company can create a unique position in the minds of consumers and establish itself as the go-to solution for their needs.

Moreover, a well-crafted USP contributes to increased brand recognition. When a business consistently communicates its unique value proposition, it creates a memorable impression on customers. As they encounter the USP across various marketing touchpoints, such as advertisements, websites, or social media, they develop a familiarity with the brand and its offerings. This familiarity builds trust and credibility, making customers more likely to choose the brand over competitors.

Customer loyalty is another significant advantage of a strong USP. When a company consistently delivers on its unique promise and provides a superior experience, it fosters loyalty among its customer base. Satisfied customers become brand advocates, spreading positive word-of-mouth and influencing others to choose the brand. This loyalty not only leads to repeat business but also helps in acquiring new customers through referrals.

Furthermore, a well-defined USP enhances a company’s overall marketing efforts. By focusing on a specific unique benefit, businesses can align their marketing messages, campaigns, and branding strategies to effectively communicate their value to the target audience. A clear and consistent USP helps streamline marketing efforts and ensures that every touchpoint resonates with the intended message, resulting in a cohesive and impactful brand presence.

It is important to note that a USP is not static; it should evolve and adapt to changing market dynamics and customer preferences. Regularly evaluating the competitive landscape, staying updated on industry trends, and actively seeking customer feedback can help businesses refine their USP to remain relevant and compelling.

In conclusion, a well-defined and effectively communicated Unique Selling Proposition (USP) is vital for businesses to differentiate themselves, gain recognition, foster customer loyalty, and enhance overall marketing efforts. It is an essential element of a comprehensive marketing strategy that helps businesses carve out a distinct identity and create a strong competitive advantage. By understanding their target audience, researching competitors, and consistently delivering on their unique promises, companies can leverage their USP to thrive in today’s competitive marketplace and achieve long-term success.

Introduction and Awareness Stage

In the realm of fitness, health-conscious individuals are always on the lookout for innovative solutions to enhance their well-being. Enter “FitVibraPro,” a cutting-edge fitness device that combines technology and exercise for a revolutionary workout experience. In this case study, we’ll dissect the FitVibraPro’s journey through the AIDA model, exploring the internal and external factors that shape its success.

Introduction:

FitVibraPro is not just a fitness device; it’s a lifestyle transformation. Designed to provide a comprehensive workout through whole-body vibration technology, it caught the attention of fitness enthusiasts and professionals alike.

 

Awareness Stage:

External Influences:

1. Market Trends: The fitness industry was experiencing a surge in demand for efficient and time-effective workout solutions. FitVibraPro tapped into this trend by offering a unique approach to fitness.
2. Social Media Buzz: Influencers and fitness enthusiasts shared their experiences with FitVibraPro on platforms like Instagram and YouTube, generating curiosity and sparking conversations.

Internal Influences:

1. Innovative Design: The device’s sleek design and advanced vibration technology set it apart from traditional exercise equipment. Its visual appeal caught the eye of potential customers.
2. Strategic Positioning: FitVibraPro positioned itself as a time-efficient solution for busy individuals, highlighting the convenience of a full-body workout in a short period.

 

Crafting Awareness-Grabbing Content:

To capture attention, FitVibraPro’s marketing team employed a multi-faceted approach:

1. Compelling Video Ads: Short video clips showcasing users engaged in dynamic workouts on the device, paired with energizing music, created an engaging visual spectacle.
2. Interactive Social Media Campaigns: Quizzes and polls asked questions like, “Tired of long workouts?” and “Want results in minutes?” These posts not only engaged users but also planted the seed of curiosity.

 

The journey begins with the crucial attention stage, where FitVibraPro strategically leverages external market trends and the influence of social media to garner interest in its innovative fitness device., we’ll explore how FitVibraPro nurtured this interest into a genuine desire among its target audience.

Interest Stage:

External Influences:
Educational Content: The fitness industry is rife with misinformation. FitVibraPro addressed this by creating informative blog posts and videos explaining the science behind whole-body vibration workouts and their benefits.

User Testimonials: Fitness enthusiasts who experienced positive results with FitVibraPro shared their transformation stories on social media and online forums. These authentic stories added credibility and kindled interest among potential customers.

Internal Influences:
Educational Empowerment: FitVibraPro’s marketing team recognized the importance of educating the audience about the device’s mechanisms. They collaborated with fitness experts to create in-depth guides and e-books that explained the science in a user-friendly manner.

Building Trust: The brand’s dedication to transparent communication and the inclusion of scientific research studies in their content built trust among the audience. This trust was instrumental in nurturing interest.

Nurturing Interest into Desire:

Engaging Webinars: FitVibraPro organized live webinars featuring fitness experts who explained the device’s benefits and answered questions. This two-way interaction allowed potential customers to engage deeply and envision the device’s potential impact on their fitness journey.

Personalization: FitVibraPro sent personalized emails to those who had engaged with their content, tailoring messages based on the user’s interests and interactions. This personalized approach enhanced the emotional connection with the brand.

Desire Stage:

External Influences:
Social Proof: As interest grew, more user testimonials flooded social media, showcasing before-and-after images and recounting success stories. This abundant social proof elevated the desire to experience similar results.

Competitor Comparison: FitVibraPro strategically compared its device with traditional workout methods, highlighting its efficiency and the time saved. This positioned the device as a desirable alternative.

Internal Influences:
Creating Aspirations: FitVibraPro painted a picture of a healthier, more energetic, and more confident lifestyle achievable through their device. Vibrant visuals and emotionally resonant content helped users visualize their fitness journey.

Limited-Time Offer: To intensify desire, FitVibraPro introduced a limited-time offer with a discount and free shipping. The urgency of the offer added a sense of exclusivity and pushed potential customers towards action.

Now we explored how FitVibraPro nurtured initial interest into a genuine desire among its audience through a combination of educational content, user testimonials, and personalized engagement. Now, we will journey through the final stages of the AIDA model—Action and Beyond—where FitVibraPro effectively transforms desire into real-world results and customer loyalty.

In our case study, where we delve into FitVibraPro’s journey through the Action stage of the AIDA model and explore the post-action phase, which encompasses customer loyalty and advocacy.

 

Action Stage:

External Influences:

1. Limited-Time Offer Continuation: FitVibraPro extended its limited-time offer based on the overwhelming response from the desire stage. This extension maintained the sense of urgency and encouraged immediate action.
2. User-Centric Experience: The brand optimized its website for easy navigation and seamless checkout, reducing friction and ensuring a smooth experience for customers during the purchase process.

Internal Influences:

1. Simplified Purchase Journey: FitVibraPro’s marketing team analyzed the purchase funnel and simplified it, minimizing the number of steps required for customers to make a purchase. This streamlined process decreased drop-off rates.
2. Reinforcing Value: Confirmation emails and post-purchase communications reiterated the value proposition of FitVibraPro, reminding customers of the positive transformation they were embarking upon.

 

Beyond Action: Customer Loyalty and Advocacy:

External Influences:

1. Results Sharing: Customers who experienced positive results with FitVibraPro continued to share their progress on social media, showcasing their journey from desire to action. This user-generated content reinforced the brand’s credibility.
2. Word-of-Mouth Recommendations: Satisfied customers recommended FitVibraPro to friends and family members seeking effective workout solutions, expanding the brand’s reach through organic word-of-mouth.

Internal Influences:

1. Personalized Follow-Up: FitVibraPro’s post-purchase engagement didn’t stop at the transaction. They sent personalized follow-up emails with workout tips, nutrition advice, and progress tracking tools to ensure continued engagement.
2. Loyalty Programs: Recognizing the importance of customer retention, FitVibraPro introduced loyalty programs that rewarded repeat customers with exclusive discounts, encouraging continued engagement and purchases.

 

Conclusion: Transforming Desire into Results and Advocacy:

In Part 3, we witnessed the culmination of FitVibraPro’s journey through the AIDA model. By capitalizing on external influences such as limited-time offers and user-generated content, and leveraging internal strategies like simplified purchase processes and personalized follow-ups, FitVibraPro successfully transformed desire into action. The post-action phase highlighted the power of customer loyalty and advocacy, where satisfied customers became brand advocates, contributing to the expansion of FitVibraPro’s reach.

 

Final Thoughts:

FitVibraPro’s journey through the AIDA model showcased the intricate interplay of internal and external influences at each stage of the consumer’s decision-making process. From the initial attention-grabbing strategies to the nurturing of interest and desire, and finally, the seamless transition into action and beyond, FitVibraPro harnessed the principles of the AIDA model to craft a compelling narrative that resonated with its target audience. This case study underscores the transformative potential of the AIDA model when applied with strategic insight and a deep understanding of consumer psychology.

Challenges and Opportunities facing the hospitality and entertainment industry.

The hospitality and entertainment industry is one of the most dynamic and competitive industries in the world. This industry includes various businesses, such as hotels, restaurants, bars, nightclubs, casinos, amusement parks, and theaters. While business development can offer significant benefits to companies, there are several challenges and opportunities facing this industry that need to be considered.

 

Challenges: One of the biggest challenges facing the hospitality and entertainment industry is the changing nature of consumer preferences. In the past, customers were satisfied with basic services and amenities. Today, consumers are becoming increasingly demanding and selective in their choices. They seek personalized experiences that cater to their individual needs and preferences. This requires companies to be more agile and responsive, continuously adapting their offerings to meet changing customer needs.

Another challenge facing the industry is the rising cost of labor. As the global economy improves, labor costs are increasing in many parts of the world. This makes it harder for companies to remain profitable. To address this challenge, companies need to find ways to reduce labor costs while maintaining high levels of service quality.

Finally, new technologies are disrupting traditional business models in the hospitality and entertainment industry. Companies need to stay up-to-date on the latest technological advancements and adopt new technologies to stay competitive. This requires significant investments in technology infrastructure and staff training, which can be challenging for many companies.

 

Opportunities: Despite these challenges, there are also several opportunities for business development in the hospitality and entertainment industry. One of the biggest opportunities is the rise of personalized experiences. Consumers are increasingly seeking unique and customized experiences that cater to their individual needs and preferences. This presents an opportunity for companies to differentiate themselves by offering personalized services and experiences that exceed customer expectations.

Another opportunity is the adoption of new technologies. Technology can be used to enhance customer experiences, improve operational efficiency, and reduce costs. Companies that invest in the latest technological advancements can gain a competitive advantage and position themselves as leaders in the industry.

Finally, there is increasing demand for sustainable and socially responsible businesses in the hospitality and entertainment industry. Consumers are becoming more conscious of their impact on the environment and society, and are looking for businesses that share their values. Companies that adopt sustainable and socially responsible practices can attract and retain customers, differentiate themselves from competitors, and contribute to a better world.

 

Strategies for Business Development

To succeed in the hospitality and entertainment industry, companies need to adopt a strategic approach to business development. This involves the following:

Market research: Companies need to continuously monitor the market, identify emerging trends, and understand consumer preferences. This can be done through surveys, focus groups, and social media monitoring.

Innovation: Companies need to constantly innovate and offer new products and services that cater to changing customer needs. This requires a culture of experimentation and risk-taking.

Personalization: Companies need to offer personalized experiences that cater to individual customer needs and preferences. This requires collecting and analyzing customer data to understand their behavior and preferences.

Technology: Companies need to adopt new technologies that enhance customer experiences, improve operational efficiency, and reduce costs. This requires investing in technology infrastructure and staff training.

Sustainability: Companies need to adopt sustainable and socially responsible practices to attract and retain customers, differentiate themselves from competitors, and contribute to a better world.

 

In conclusion, business development is an essential aspect of success in the hospitality and entertainment industry. Companies need to continuously monitor the market, identify new opportunities, and adapt their strategies to stay ahead of the competition. This requires a deep understanding of consumer preferences, emerging trends, and technological advancements. By adopting a strategic approach to business development, companies can overcome challenges and leverage opportunities to achieve long-term success in this dynamic and competitive industry.

In the dynamic world of marketing, strategies that captivate and engage audiences are the key to success. Among these strategies, the AIDA model stands as a timeless gem, offering a roadmap to understanding and influencing consumer behavior. In this article, we’ll delve into the intricacies of the AIDA model and how it can be harnessed to create impactful marketing campaigns that resonate with audiences.

 

Introduction:

The AIDA model, an acronym for Attention, Interest, Desire, and Action, is a foundational framework that has guided marketers for over a century. It encapsulates the stages a consumer goes through when encountering a marketing message, serving as a blueprint to craft messages that lead to conversions and customer engagement.

Attention:
The journey begins with capturing the consumer’s attention. In a world flooded with information and distractions, the challenge lies in standing out. Crafting attention-grabbing headlines, visuals, and content is essential to pique curiosity and halt the scrolling thumb. An intriguing question, a bold statement, or a striking image can serve as the hook that draws the audience in.

 

Interest:
Having captured attention, the next step is to nurture interest. Once the consumer’s focus is secured, it’s vital to provide value and relevance. This stage is where the narrative unfolds, showcasing the benefits of a product, service, or idea. Through compelling storytelling and relatable content, marketers can establish an emotional connection that resonates with the audience’s needs and desires.

 

Desire:
Transitioning from interest to desire requires a delicate balance of showcasing benefits and addressing pain points. Marketers must tap into the emotional aspects of their offerings, highlighting how they can solve problems and enhance the consumer’s life. Demonstrating value, credibility, and uniqueness empowers consumers to envision how the product or service aligns with their aspirations.

 

Action:
The pinnacle of the AIDA model is the call to action. After capturing attention, nurturing interest, and kindling desire, it’s time to guide the audience towards a specific action. Whether it’s making a purchase, signing up for a newsletter, or sharing content, the call to action must be clear, concise, and compelling. Effective use of urgency, limited-time offers, and persuasive language can nudge the audience towards taking the desired step.

Integration in the Digital Age:
In today’s digital landscape, the AIDA model seamlessly intertwines with technology. Social media, email marketing, and websites provide platforms to implement each stage of the model strategically. Attention-grabbing visuals on Instagram, informative blog posts that spark interest, persuasive product videos, and user-friendly e-commerce sites all contribute to a seamless AIDA-driven experience.

 

Adapting to Change:
While the core principles of the AIDA model remain steadfast, adapting it to changing consumer behavior is crucial. With the rise of content marketing, personalization, and interactive experiences, the AIDA model can be enhanced with data-driven insights. Analyzing consumer preferences and behaviors enables marketers to tailor their approach, ensuring each stage of the journey resonates deeply with the audience.

The AIDA model is a testament to the enduring power of psychology in marketing. As the digital landscape continues to evolve, its principles remain a cornerstone for creating engaging, conversion-focused campaigns. By mastering the art of capturing attention, nurturing interest, sparking desire, and compelling action, marketers can craft narratives that not only drive business success but also forge lasting connections with their audience. In a world where attention is scarce and choices abundant, the AIDA model remains a guiding light for those who seek to make a meaningful impact through their marketing endeavors.

Embracing Innovation:
In the realm of modern marketing, innovation goes hand in hand with the AIDA model. Marketers must constantly seek fresh ways to implement its principles while adapting to the changing digital landscape. Interactive content, such as quizzes and polls, can engage audiences from the attention stage onward. Virtual reality and augmented reality experiences can transport customers from interest to desire by allowing them to visualize products in their lives. These innovations not only enhance the consumer experience but also demonstrate a brand’s commitment to staying current and relevant.

 

Case Study: Bringing AIDA to Life:
Let’s take a look at a hypothetical case study to illustrate the practical application of the AIDA model. Imagine a startup offering eco-friendly home cleaning products. Their marketing campaign could begin with attention-grabbing social media posts featuring visually striking images of their products along with a bold message: “Revolutionize Your Cleaning Routine – Go Green Today!” This would capture the audience’s attention and curiosity.

As consumers click through to their website, engaging blog posts could delve into the harmful effects of traditional cleaning chemicals on the environment and health. These informative pieces would nurture interest by educating the audience about the benefits of eco-friendly alternatives.

To spark desire, the brand might share stories from satisfied customers who have seen positive changes after switching to their products. This human touch helps potential customers envision the positive impact these products could have on their own lives.

The call to action (CTA) could be a limited-time offer for a starter kit, complete with an exclusive discount code. The urgency and clear value in this offer encourage the audience to take action and make a purchase.

 

Adapting Across Industries:
While the AIDA model’s roots may lie in traditional advertising, its adaptability knows no bounds. From consumer goods to B2B services, the model’s principles can be tailored to fit a diverse range of industries. Whether you’re marketing luxury travel experiences or cutting-edge software solutions, the essence of capturing attention, nurturing interest, sparking desire, and compelling action remains constant.

In a world of rapid technological advancements and evolving consumer behaviors, the AIDA model remains a steadfast compass guiding marketers toward success. Its principles transcend time and technology, tapping into the fundamental psychology of human decision-making. By mastering the art of attention-grabbing, interest-nurturing, desire-sparking, and action-compelling communication, marketers can create campaigns that resonate deeply and drive meaningful results. In a landscape where standing out is a challenge and engagement is a prize, the AIDA model equips us with the tools to create marketing experiences that leave an indelible mark on our audience’s hearts and minds.

Sustaining Engagement:
The journey doesn’t end with the completion of the AIDA model. In fact, sustaining engagement and building lasting relationships with customers is where the real magic happens. After the initial conversion, maintaining a strong presence through personalized communication, loyalty programs, and ongoing value delivery reinforces the brand’s credibility and keeps customers coming back for more.

Measuring and Optimizing:
Effective marketing is a blend of creativity and data-driven decision-making. Every stage of the AIDA model can be measured, analyzed, and optimized for better results. Utilizing tools like analytics and A/B testing, marketers can identify which elements of their campaigns are resonating the most with audiences and where improvements can be made. This iterative approach ensures that the AIDA model becomes a dynamic framework that evolves with the changing needs and preferences of the audience.

The Ethical Dimension:
While the AIDA model is a powerful tool for influencing consumer behavior, it also raises ethical considerations. Marketers must strike a balance between crafting persuasive messages and respecting the autonomy of consumers. Transparent communication and ethical practices are essential to maintaining trust and credibility in the long run. An authentic alignment between the brand’s offerings and the audience’s needs should always be at the core of AIDA-based strategies.

Future Evolution:
As we peer into the future, the AIDA model will continue to evolve alongside technological advancements. From AI-driven personalization to immersive virtual experiences, the principles of attention, interest, desire, and action will find new and exciting ways to be applied. However, the foundation of understanding human psychology and emotions will remain constant, underscoring the enduring relevance of the AIDA model.

   
The AIDA model is not just a framework; it’s a guiding philosophy that empowers marketers to create meaningful connections with their audience. By mastering the art of capturing attention, nurturing interest, sparking desire, and compelling action, marketers can craft campaigns that resonate on a deep level and drive impactful results. In a world that’s constantly evolving, the AIDA model stands as a timeless beacon, illuminating the path to successful marketing strategies. As we continue to innovate, adapt, and harness the power of technology, the essence of human psychology and connection will remain at the heart of every effective marketing endeavor guided by the AIDA model.