Market: Where Are Your Customers in the Physical World?
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 2x2 matrix as shown above. The following steps should be completed in order.
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 Digital World?
What is an A.I.M.S. Analysis
Impact: Demographic answers who
7. Family Status
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?
1. 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?
2. 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?
3. 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?
4. Strategy = Develop a (Strategy) to introduce your product to your market.
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.