What is an A.I.M.S. Analysis

AIMS Analysis

The AIMS Analysis is a new marketing tool similar to S.W.O.T.  It increases sales and saves money by focusing the organization’s marketing resources at a specific target.

AIMS analysis (alternatively AIMS matrix) is an acronym for attributes, impact, market, and strategy. It is a structured planning method that evaluates those four elements of a project or business venture. An AIMS analysis can be carried out for a company, product, place, industry, or person. These elements may be presented on a simple 2×2 matrix as shown above. The following steps should be completed in order.

A

Attribute = Identify the positive (Attributes) or benefits of your product. What problem are you solving: safety, love, belonging, esteem, self-actualization, prestige, sex, convenience, health, vanity, money, etc?

I

Impact = Identify the demographic and psychographic profile of the population that is (Impacted) by the (Attributes) of your product. In other words, who cares about the benefits of your product and why?

M

Market = After describing the (Attributes) and (Impacted) population, use this information to determine where your customers are in the market; both physically and digitally. For example, do they shop at Family Dollar, JCPenny or Saks Fifth Avenue? Do they use Twitter, Facebook or LinkedIn? Do they live in the suburbs or inner city? Do they watch sports or do they watch cooking programs?

S

Strategy = Develop a (Strategy) to introduce your product to your market.

Attributes of Product or Service

Identify the positive (Attributes) or benefits of your product or service.

What problem are you solving?

physiological, safety, love, belonging, esteem, self-actualization, prestige, sex, convenience, health, vanity, money, etc?

Impact: Demographic Answers Who

AIMS Impact - Demographic Answers Who

1. Age
2. Gender
3. Income
4. Education
5. Occupation
6. Location
7. Family Status
8. Race

Impact: Psychographic Answers Why

Goals, ambitions, wants, needs, motivations, hopes, dreams, aspirations, fears, doubts, worries, problems to be solved…

Market: Where Are Your Customers in the Physical World?

Market: Where Are Your Customers in the Digital World?

Use of different online platforms by demographic groups.
% of U.S. adults who say they ever use the following online platforms of messaging apps

Demographics Across Social Networks

Note: Respondents who did not give an answer are not shown. Whites and blacks include only non-Hispanics. Hispanics are of any race.
Source: Survey conducted Jan. 8-Feb. 7, 2019.
PEW RESEARCH CENTER

Strategy: Focus and AIM

What are the best channels to reach your customers?

TV, Print, Radio, Flyers, Social Media.

What message resonates with them?

Love, vanity, sex, prestige, safety, cost.
Develop the marketing strategy.

AIMS - Market Segmentation