With the Olympic games coming to an end, a lot of data has become available on the views and revenue generated for the Summer Olympics. Stephen Wade of PBS News once mentioned that the International Olympic Committee (IOC) generates 91% of its income from two main activities: selling broadcast rights (61%) and sponsorships (30%). This means that the IOC depends heavily on views so that they can sell their broadcast rights at a higher value. As a marketer in this industry, it is essential to understand the concept of AIDA when targeting your audience. Using AIDA to target viewers helps to identify cognitive steps a viewer goes through. This allows us to communicate with potential viewers. So, let’s break down what AIDA is and how it can be applied in sports marketing.
A – Awareness
Your audience must be aware of your product or, in this case, your event to be able to support it. There are three important aspects to cover in this step: meaningfulness, benefit, and distinctiveness. A marketer for the Olympics might ask what makes the Olympics meaningful? How does an individual benefit from watching the games? How do we make an individual aware of the events? What should the message be? What platforms should be used to stream?
I – Interest
Once your audience is aware of the event, it is crucial to make sure you provide enough information to get them interested in viewing the event. Having attractive information that is easier to find is key to successfully completing this step. When it comes to the Olympics, having accessible game schedules and easy-to-read brackets gave the audience the excitement to want to view or stream the games.
D – Desire
This step is probably the most tedious when trying to generate views and not sales. The goal is to make this event seem like a solution to their needs! The best way to do this is to develop an emotional connection between your event and the potential viewers. This can be done through commercials that pull on the heartstrings of the viewers. A great example of this is this year’s Olympics commercial, where we see clips of the athletes being joyous and the fans and viewers matching their energy. At the end of this commercial, viewers are left feeling joyous and inspired, leaving them wanting more of the action.
A – action
The final step in the AIDA process is to persuade your target audience to view. A simple call to action at the end of a commercial is a valuable way of gaining an audience. If all the other steps are followed, this step should be simple. Persuade your target audience.
In conclusion, the AIDA model is not just a tool for driving sales; it’s also a great model for generating views and engaging audiences. By applying these steps of Awareness, Interest, Desire, and Action, marketers can create campaigns that resonate deeply with viewers. The success of the Olympics in reaching billions of viewers worldwide is a testament to the effectiveness of this model. Whether it’s through inspiring commercials or strategic calls to action, AIDA is a great foundation for effective sports marketing.
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