Welcome to the thirty-fourth episode of the Minutes Mastery series by Triumph through Training Pvt. Ltd. (3T)! In this episode, Rajan Arora explains the AIDAR model—a powerful tool used by companies to boost sales and customer engagement, particularly in the FMCG sector.
The AIDAR model stands for Attention, Interest, Desire, Action, and Retention. Originally developed by E. St. Elmo Lewis in 1898, the model was later modified by renowned marketing experts Philip Kotler and Kevin Lane Keller. Their modifications enhanced its relevance for modern marketing, especially in today’s digital age, making it even more applicable to consumer behavior and retention strategies.
A prime example of AIDAR in action is Coca-Cola’s 'Share a Coke' campaign, which grabbed Attention by replacing their logo with popular names on bottles. This created Interest and Desire as customers sought out personalized bottles. The campaign led to increased purchases (Action) and generated Retention through social media engagement. This strategy helped Coca-Cola achieve a 2% increase in sales after years of decline.
Rajan emphasizes that AIDAR isn’t just for advertising—it’s also effective in sales, customer service, and retention strategies. Companies using structured processes like AIDAR are 33% more likely to meet their sales goals.
We acknowledge E. St. Elmo Lewis, Philip Kotler, Kevin Lane Keller, Coca-Cola, and Zig Ziglar for their contributions to this insightful discussion on sales and marketing strategies.
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