The A.I.D.A Concept

By John Keaton

John Keaton introduces you to the marketing concept of A.I.D.A, using this marketing principle you can improve your marketing efforts for your artwork.

While studying the psychology of advertising in Germany, I came across an interesting marketing concept. It is called the A.I.D.A. principle, which breaks down as follows:

This strategy is also applicable to an Artist, who wishes to effectively market their work.

Once you have established Attention with your artwork itself, Interest is expressed meaning that someone is more than casually interested in acquiring the piece. They may have seen the work in question on your site, or in a gallery. They may have heard by word of mouth about your skills and talents.. This Interest may be expressed through words, through an email, or through a third party.

You may initiate Desire in many ways, the potential buyer may consider your body of work, your mission statement, they may have seen your work in a gallery or online, your artistic achievements may also play a role in their decision. The sale of art is generally an emotional one, although there are collectors that have a keen business sense and are able to separate themselves from the emotions involved and are looking to invest in a piece that will increase in value.

Action is the physical transaction or sale of the piece. It is important at this stage to maintain and establish a connection with the buyer and assure them that they have made a wise choice. A personal letter may accomplish this, a quick phone call or email. More often than not, those who love art are interested in acquiring more than one piece from an artist whose work they are already familiar with.

It is my sincere hope that the A.I.D.A concept works for you, that you enjoy the success you deserve, and remain firm in the conviction that all things are possible!

This article copyright 2005 by John Keaton. All Rights Reserved.

Business cards are a great way to apply the AIDA concept, it fits right in to help build Interest and enables Action by giving them the information they need to contact you about purchasing your art. Click here to order yours