How to use marketing models that deliver results (RACE vs AIDA)

There are numerous marketing models that schools can use to plan and execute their marketing efforts. Among these models are the AIDA Model and the RACE Model.

The AIDA model is a framework for creating marketing campaigns aimed at attracting, engaging, and converting customers. (Attention, Interest, Desire and Action). This model emphasises the importance of developing a clear and compelling message that will capture the attention of the target audience and motivate them to take action.

The RACE model is a framework for developing and implementing a digital marketing strategy. It stands for: Reach, Act, Convert and Engage.

We'll give a brief overview of both models, and look at some of their weaknesses so you can have a clearer idea of which model is best suited for your strategy!

AIDA Model

This model is commonly used in advertising and sales, and it can be applied to a wide range of industries and products, including independent schools.

The AIDA model has four stages:

Attention:

At this stage, you must capture the attention of your target audience and entice them with a compelling message or offer. Private schools could use this stage to create advertisements that highlight the school's programmes, facilities, and achievements, essentially ads that pique the interest of potential students and their families.

Interest:

Creating interest and curiosity in the product or service, as well as providing the audience with information that will motivate them to learn more, is part of this stage. Schools could use this stage to provide detailed information about the programmes, facilities, teaching etc.

Desire:

This stage entails instilling desire and motivation in the audience, as well as encouraging them to take action and learn more about the school. Schools could use this stage to highlight the benefits of attending their school as well as the accomplishments of their students and alumni.

Action:

This stage entails providing the audience with a clear call to action and making it simple for them to take the next step, such as visiting the school's website or attending an open day. Independent schools could use this stage to include a strong call to action in their advertisements and marketing materials, as well as clear instructions on how to learn more or apply to the school.

Problems

Linearity:

The AIDA model assumes that customers will progress through the four stages in a linear, one-way process, from attention to interest to desire to action. This is not always the case, as customers may skip stages, move backwards, or interact with the product or service in different ways.

Parent perspective:

The AIDA model focuses on the School’s perspective rather than the parents. This means that it may not always be effective at addressing the needs, wants, and concerns of the target audience, and it may not provide the information and support that parents require to enquire or take other desired actions.

Simplicity:

The AIDA model is a simple and straightforward framework, making it simple to understand and apply. However, its simplicity may limit its ability to address complex marketing challenges and provide a comprehensive approach to customer engagement.

Outdated:

The AIDA model was developed in the late 1800s, and its assumptions and approach may not be as relevant in today's digital and interconnected world. This may make it less effective at engaging with modern customers and addressing the challenges and opportunities of the digital age.

RACE Model

Reach:

This stage entails identifying the target audience and determining the best channels and tactics for reaching them. Independent schools could use this stage to research the demographics and interests of potential students and their families, as well as the social media platforms, websites, and other channels that are most likely to reach them. Eg. Mums might spend more time on FB / Instagram vs Linkedin…

Act:

This stage entails developing engaging content and experiences that will compel the target audience to take action. Independent schools could use this stage to create compelling advertisements, videos, and other content that highlights the school's programmes and achievements and encourages potential students and their families to learn more.

Convert:

This stage entails converting leads into customers by providing them with the information and support they require to make a purchase or take other desired actions. Independent schools could use this stage to provide clear, easy-to-follow instructions on how to apply to the school, as well as to offer support and guidance to potential students and their families throughout the admissions process.

Engage:

This stage entails developing relationships with customers and retaining their loyalty through ongoing engagement and support. Independent schools could use this stage to establish a strong social media presence, respond to questions and comments from potential students and their families, and provide ongoing support and resources to current students and their families.

Problems

Complexity:

The RACE model is a comprehensive framework that covers a wide range of digital marketing tactics and strategies. This can make it difficult to understand and apply, especially for businesses and organisations that are new to digital marketing or have limited resources and expertise.

Customer journey:

The RACE model emphasises the importance of the customer journey and the need to provide a seamless and engaging experience for customers. However, this can be difficult to achieve in practise and may necessitate significant resources and expertise to implement effectively.

Measurement and evaluation:

The RACE model emphasises the importance of measuring and evaluating the effectiveness of digital marketing efforts. However, this can be a complex and difficult task that may necessitate the use of specialised tools and expertise to complete effectively.

Summary

The AIDA model and the RACE model are both frameworks for developing marketing campaigns and strategies. While they share some similarities, they also have significant differences in their focus and approach.

The AIDA model is a four-stage framework for attracting, engaging, and converting customers. This model emphasises the importance of developing a compelling message that will capture the attention of the target audience and motivate them to take action. The AIDA model's strengths include its simplicity and emphasis on the customer's point of view. The AIDA model's shortcomings include a lack of emphasis on the customer journey and reliance on a linear, one-way communication process.

The RACE model is a four-stage framework for developing and implementing a digital marketing strategy. This model emphasises the importance of reaching the target audience, creating engaging content and experiences, converting leads into customers, and maintaining customer loyalty through ongoing engagement. The RACE model's strengths include its emphasis on the customer journey and the use of digital channels and tactics. The RACE model's flaws include its complexity and if not undertaken correctly, its customer journey!

Given our focus on digital marketing we’d be inclined to use the trusty RACE model when it comes to developing your online strategy. It can easily be applied in terms of targeting / retargeting across PPC, and by researching and planning effectively you can identify the real ‘pain points’ of perspective parents and develop campaigns that speak to these issues.

In our experience it’s really important not to underestimate the importance of the ‘engage’ part of this model - quite often schools will overlook using digital as a tool to engage perspective parents, but with a comprehensive and diversified approach across various digital channels you can create more buzz with your existing parents, who are after all your best form of marketing!