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Brighton, United Kingdom, 2005/12/15 - Kineo has been researching the e-learning marketing strategies that work. Drawing on case studies from across the public and private sectors Kineo has produced a briefing paper on the top seven tips for the effective marketing of e-learning.
Like any other product or service, e-learning needs marketing to attract customers. Organisations can’t simply build learning and expect people to use it. To do this risks low take-up rates and a poor return on investment.
- You have to sell the sizzle
- Line managers are your new best friends
- You have to find Elvis
- You have to be a Guerilla
Not convinced about Line Managers, then remember marketing e-learning doesn’t stop with the learner. In a recent survey for E-Skills, staff said that the person who had the most influence on whether they completed e-learning were their line manger. “My boss didn’t say it was important” is all it takes to kill an e-learning initiative. So, how do you get the boss to say “this is great, make the time for it”? Three things you can do:
1. Sell the benefit to the manager
As above, you need to understand what motivates your managers. It is most likely to be team or business unit performance. You need to involve them in making sure the e-learning is a tool to improve that performance – and communicate how it will do so to them.
2. Get them involved
Don’t wait for your development to reach the end stages before you start asking managers what they think. Because they will think “you should have involved me sooner”. Make managers part of your user group. They’re far more likely to champion it, to peers and learners, if they feel part of the solution. There’s a time commitment, and this can slow development, but better that than rapid deployment of e-learning that nobody uses. You’ve also got to get out there and talk to them. Ask for 5 minutes at regional meetings, send them updates on the project, go to internal conferences and tradeshows…you will repeat yourself many, many times. But that’s what it takes to get a marketing message through.
3. Get them really involved
Managers are probably one of your primary sources of subject matter expertise. Get their views, names, pictures, voices, video in your e-learning. Appeal to their egos and make them look good – they will talk up the e-learning as a result. It may sound base, but self-promotion is a very strong motivator – take advantage of it.
Find out about all of the seven top tips and why it is important that you find Elvis and become a Guerrilla by downloading the free briefing paper at kineo.co.uk.
Kineo is a leading consultancy practice providing advisory services, research and niche e-learning products to support learning and development teams in the public and private sectors. Founded in November 2005 by Matthew Fox, Mark Harrison, Steve Rayson and Stephen Walsh, Kineo is a limited liability partnership with offices in Brighton.
Lots of people are asking where the name came from. The word Kineo means to move or to stir up in Greek.
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