The AIDA Model in Marketing
The term AIDA is a useful technique in advanced marketing for making sure that one's goods or services attract attention. The attention/awareness, curiosity, desire, and action aspects are all present in the sales flyer. The AIDA model will offer e-Banking services from M&T Bank, with college students as its primary market (Janoschka 13).
Targeting College Students for e-Payment Services
Students are the primary target of the strategic shift to new payment methods brought about by the expansion of the internet because they are the most regular users of mobile e-payments. In the early stages of any one information technology in the United States, college students are the top consumers. M & T Bank seeks to attract attention from students across universities in New York City using AIDA Model as explained below:
Awareness
The Bank with the help of university brand ambassadors will carry out a four month campaign prior to its launch. Therefore, the sale flyer will entail an awareness campaign including a promotion award strategy with the use of sales flyers distributed through social media, exhibitions, and local club and associations. The sales flyers will be reinforced by direct marketing campaign to the students.
Interest
This element will be executed through a direct mail campaign. The campaign will offer free consultation regarding e-payments services available for students. Other methods of interest include salesmen, telephone service, television ads, and outdoor banners.
Desire
Under this element, the sales flyer should provide a bridge between desire and interest. It will entail the launch dates and B2C social media solutions. Close to opening savings accounts and subscribing for mobile payment services, the bank will run exclusive launch events which will be advertised using local press and mostly through social networking. Sites such as Twitter, Pinterest, and Facebook will be influential in creating a local buzz within the University's environs (Janoschka 17).
Action
Once the bank has stirred up enough desire, the ambassadors and bank officials can close the deal by putting the plan into action. Clear CTAs that were positioned on Facebook sites, websites, and local advertising will ensure that the students subscribe to this e-payment system in a rather successful manner. The action strategy will be less resentful due to the higher convert rate derived from the ease in which students utilize technology and most importantly social media advertising (Janoschka 45).
Work Cited
Janoschka, Anja. Web Advertising: New Forms of Communication on the Internet. Amsterdam [u.a.: Benjamins, 2014. Print.
