Sie sind auf Seite 1von 51

SMAR to think of Not able & AID anything T A

Smart + aida

Anvesh Reddy 6 Ronak Panchal 7 Kushal Shah 8 Shambhavi Salgaonkar 9

Goal
O An

observable and measurable end result having one or more objectives to be achieved within a more or less fixed timeframe.
O Different types of goals: O Short term goals O Long term goals O SMART goals

Goal setting
O Goal setting involves establishing specific,

measurable, achievable, realistic and timetargeted (S.M.A.R.T ) goals.

Mistakes in goal setting


O Too big O Too many O Not specific

O Not written
O Vague goals O To set and forget

Smart goal setting


O Smart goal setting is

valuable for
O self-improvement
O motivation O to see a perfect picture

of what we are trying to work hard for.

Clarifies your end vision Gives you something new to think Lets you focus

Trains you to manage time IMPORTANCE OF SMART GOAL SETTING Oblige you to take action

Drives you forward

Instills selfdiscipline

Gives you fulfillment Reminds you of priorities

Lets you do your best

SPECIFIC

What is SPECIFIC?
O Specific goal is one that is clearly

defined and understand


O Is the objective specific ? Ask these

questions: O 1) What exactly are we going to do ? O 2) Is it clear who is involved ? O 3) Is the outcome clear ?

MEASURABLE

What is MEASURABLE?
O Establish concrete criteria for measuring progress

toward the attainment of each goal you set.

Is the objective measurable ? Ask these questions: O 1) How will we know the intended change has occurred? O 2) Can these measurements be obtained?

ATTAINABLE

What is ATTAINABLE?
O Create

goals that are realistic for your situation and skill level.

Is the objective attainable ? Ask these questions: O 1) Can we get it done in the proposed timeframe? O 2) Can we do this with the resources we have? O 3) Is this possible?

RELEVANT

What is RELEVANT?
To be realistic, a goal must represent an objective toward which you are both willing and able to work

Is the objective relevant ? Ask these questions: O 1) Can the people with whom the objective has been set make an impact on the situation ? O 2) Do they have the necessary knowledge, authority and skill ?

TIME BOUND

What is TIME BOUND?


O Every

goal that you timesensitive in nature.

create

must

be

Is the objective time-bound? Ask this question: O 1) When will this objective be accomplished ?

EXAMPLES OF SMART GOALS

SPECIFIC
Instead of "I want to write a book. the objective

should be "I want to write a book on time management that is at least 200 pages in length
For example, a statement like "I will lose weight" is

too vague. How will you know if and when you've reached your goal? Saying, " I will lose five pounds this month" is more specific.

Instead of "better customer service score," the objective should be "improve the customer service score by 12 points using the customer service survey."

MEASURABLE
'to increase sales' has little effect, but 'to

increase sales by 25%' gives you a specific measure to work to. Instead of "I want to be rich. measurable objective should be "I want to generate $100,000 in passive income

ATTAINABLE
Unattainable:"I want to become a millionaire

in 2 months.
Attainable:"I want to become a millionaire

within 10 years by starting my own personal development company

RELEVANT/REALISTIC
Losing 15 pounds in 3 days is unrealistic but

Losing six to eight pounds in 30 days is reasonable

TIME BOUND
Instead of "I am going to do my homework. it should

be "I am going to finish my homework by 8pm tonight and I'll achieve this deadline by spending one hour on each subject. "improve customer service by 12 percent within the next 12 months."

THUS, OBJECTIVES SHOULD BE:not single element S.M.A.R.T.- A combo of all

WHERE S.M.A.R.T. GOALS ARE USED?


O Personal goals

O Marketing goals

E.g.. Tata Nano O Company goals O Launching of products O Project works

AIDA

Hierarchy of Effects Model


Three models describe the stages individuals go

through when making a purchase or consumption decision.


Promotion activities are designed to move the

potential buyer through these stages.


The

models provide promotional activities.

means

of

analyzing

COMPARISION OF MODELS
AIDA ATTENTION INTEREST DESIRE ACTION LAVIDGE AND STEINER AWARENESS KNOWLEDGE LIKING PREFERENCE CONVICTION PURCHASE DAGMAR AWARENESS COMPREHENSION CONVICTION ACTION

AIDA
O An acronym for role of advertising and

other forms of promotion

AIDA
One of the number of model that analyze the

customer journey from ignorance to purchase.


A persuasive sequence used in promotion. Developed in 1898 by St. Elmo Lewis. It describes the process, a sales person must

lead the potential customer through from the ignorance of the product to eventual purchase.

AIDA
O AIDA is a sequential model showing steps that

market communications should lead potential buyers through.


O Promotion seeks to
O Attract attention O Create interest O Develop desire O Prompt action

ATTENTION
O Grab the attention of the audience. O Inform potential buyers about the product. O Establish customer awareness of the product.

O At this stage advertising is key ingredient in the

promotional mix. O The promotional objective at this stage is to get the product seen and talked about.

INTEREST
O Create and stimulate buyer interest. O This is achieved by creating an understanding of

the benefits of the product in relation to the needs of the customer. O At this stage the promotional message focuses on hoe the product meets the needs. O Move the buyer from passive awareness to a more active consideration of product merits.

DESIRE
O Create Desire.
O Induce

favorable attitude to the customers, especially in relation to competing products. O Arouse a desire for the product above any desire for competing products.

ACTION
O To prompt customer action. O The action sought is for customer to purchase the

product. O Induce a purchase by stressing the immediate desirability of the product. O Personal selling and sales promotion play a major role at this stage.

AIDA IN ONLINE SHOPPING

AIDA AND THE PROMOTIONAL MIX


O Grab O O O O

attention by means of publicity and advertising. Excite interest by advertising. Induce desire by sales promotion and selling. Prompt action by selling and point of sale displays. Customers will not buy unless marketers first grab attention, gain interest and make the product appear desirable.

AIDA AND PROMOTIONAL TASKS


O A

Establish customer awareness. Inform the customers about the product. O I Create buyer interest. Stimulate interest in the product. O D Create desire. Induce favorable attitude, especially in relation to competing products. O A Sell the product. Induce purchase by stressing the immediate desirability of the product.

AIDA AND PROMOTIONAL TASKS


AIDA STAGE Attention Interest
PROMOTIONAL MIX
Advertising PR Sponsorship Advertising
Sales Promotion Direct mail Point of Sale Promotions Direct Response Personal Selling

Desire Action

AIDA and the Promotional Mix


AwarenessInterest
Advertisingeffective
Very Very effective Very effective Somewhat effective Very effective

Desire
Somewhat effective Very effective Very effective Very effective

Action
Not effective Not effective Very effective Somewhat effective

Public Very Relations effective


Sales Somewhat Promotion effective Personal Selling
Somewhat effective

AIDA 2.0
Activation
Dialogue

Access
Inspiration

AIDA 2.0
Activation
Dialogue

Make your company accessible! Access your customers culture! Access the rules of social media to break them!

Access
Inspiration

AIDA 2.0
Activation
Dialogue

Access
Inspiration
Create for the sake of inspiration, not for the sake of content!

AIDA 2.0
Activation
Listen and talk about what your customers care about not only your product and even less about social media!

Access
Inspiration

Dialogue

AIDA 2.0
Motivate your audience to buy! Enable action!

Activation
Dialogue

Access
Inspiration

Give to get!