My previous post — P.S. Starbucks Hearts Me 2 — left me in a mad-dash search for the marketing back story of a P.S. appearing inauspiciously on the back of a bag.
When I flip the bag over to the front, there’s an interesting twist.
Not your Boomer's AIDA
Sure enough! Here’s a classic awareness print ad as you’d find in a magazine. Classic integrated marketing launch (i.e., push) is turned on its head. Starbucks, the brand, gives away AIDA upfront — Awareness Interest Desire Action — to get buzz, WOM, and measurable loyalty further along.
Social media marketing: Where AIDA becomes IDAI
Already, I acted out my desire and so increased my awareness of and interest in a new conversation. I was engaged to and chose to follow a new path:
Intention – to intentionally limit distractions of competing brand messages
Desire – to fully experience the brand’s meaning and promises
Action – to engage friends in the news and experience
Interest – to accept the invitation and participate.
While it’s a strange-looking acronym to traditionalists, it’s here to stick: IDAI
Wow. Let’s see what happens.
Refreshed, I return to the studio and the blogger in me returns. First thing, I jump online and Google real food, simply delicious. (There’s some SEM for you!). Funny:
I had bookmarked an article on the campaign several weeks back. Yet, my awareness was transparent. That’s just 1 of over 10,000 brands in my passive memory, according to Nielsen DeltaQual.
I learned that there was a reward at the end of the funnel — free pastry on the 21st.
I clicked once to the landing page.
I accepted the invite and clicked through to print the free pastry w/ purchase screen.
Napkins as a social media media message
Yes, I even notice the same copy (above) printing positive (black) on a Starbucks napkin. Not very tasty to my personal preferences. Still, it reminds me of those classic direct mail publisher’s notes. Like their FYI note-sized ancestors, every available space reinforces a personal experience and helps maintain interest as a means to close the sale now — or later.
Now something I may have done unintentionally — going to Starbucks on the 21st — I may do intentionally. Even more I’ll be sharing the news with friends, or sending the link to friends. Not because I have to, but because it feels good to participate and, ultimately, empower others to consider healthier food choices.
In the meantime, what are your experiences of this new-fangled AIDA model? Have you experienced a brand and community long before you became aware of the marketing? Look forward to your thoughts — of course you can tweet this!