Hardware Podcasts

151: The AIDA Marketing Method for Hardware Startups

Product Startup · 23 Nov 2022 · 32m

What this episode covers

Michael Solomon, a marketing professor at St. Joseph's University and author, explains the AIDA marketing model (Attention, Interest, Desire, Action) to hardware startups. He argues that founders must sell benefits rather than features, emphasizing that simplicity and novelty are critical for capturing attention in a cluttered media environment. Solomon details how to move customers from cognitive interest to emotional desire by focusing on their Unique Selling Proposition (USP) and leveraging early adopters as brand champions. He concludes that marketing is a long-term funnel requiring multiple touchpoints, noting it is seven times more expensive to acquire new customers than to retain existing ones.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
St. Joseph's University, Mako Design + Invent
Also
Teachable, Forbes Magazine, Kickstarter, Indiegogo, Shopify

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