What is an A.I.M.S. 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.
Four Elements of the Aims Analysis
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.
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
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
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.
