Promotional Techniques

Transcription

1 Promotional Techniques Technique Description Notes 1 Advertising (I) Display ads like those seen in newspapers and magazines. Ads should be unique and stand out, such as the Yellow Pages ad you created. Ads for programs can be placed in training department or company newsletters and bulletins. 2 Advertorial (I) An advertisement that resembles a news story. These articles may have more credibility than advertisements alone. Place a notation on the top of the article stating its an advertisement. 3 Advisory Groups (P) A group of influential clients who will provide advice on training direction and policy, and who will represent their functional area. 4 Announcements (I) Short paper-based or announcements used to inform and remind groups about programs and services. Announcements fill the gap between annual catalogs and newsletters. 5 Articles (I) Brief articles on current topics designed to increase credibility in the minds of your customers. Try to get articles published in trade journals, newsletters, and wherever else your target audience will read them. 6 Awards (P) Training department awards for your clients, customers, and consumers. Awards can be based on training successes. Present certificates, trophies, and plaques. Publish the names of award winners. 7 Bill of Rights (I) A list of what participants can expect from every training program. In other words, a guarantee of quality. Post the list in every classroom, include it in your training materials, and promote it on your website. 8 Blog (I) An online journal (or newsletter) that is frequently updated with the latest training department information. Blog is short for weblog. 9 Branding (I) The "brand" image for the training department. Create a consistent "look and feel'' for all training materials and documentation.

2 10 Brochures (I) Informational pamphlets for specific training areas and curricula (e.g. Management Training or Sales Training). Convey your headline, image, benefits, and value. Tell the target group how you w ll help them solve a problem and ask the client to take action. 11 Brown-bag Lunch (P) Lunch time presentations on specific topics where participants bring their own lunch; you supply the beverages. An informal way of reaching customers. Schedule them regularly. 12 Bulletin Boards (I) Flyers, brochures, and announcements are placed on company bulletin boards and electronic bulletin boards. They are highly visible and, best of all, free! Catch people s attention with photographs of employees participating in training activities. 13 Business Cards (P) A card which carries your business message. Give business cards out every chance you have. Provide business cards to support staff as well. You may or may not have control over the format of business cards, but give them out anyway. 14 Business Meals (P) Clients, customers, and consumers are invited to lunch. It helps you and the other people relax and get to know each other. It also helps you learn about their training needs and provide solutions. 15 Business Meetings (P) A group of associates gather together to discuss training. Meetings provide an opportunity to deliver information regarding training, encourage business relationships, and gain insight into important company issues and topics. 16 Calendars (I) A schedule of the dates of programs provided to your target market on a monthly basis. Calendars inform and remind people. Without a calendar of dates, prospective participants may not even consider attending training. 17 Catalogs (I) An annual or semi-annual compilation of courses and services. It allows long-range planning for clients, customers, and consumers, provides the curriculum for programs, and creates awareness for a range of services.

3 18 Case Studies (I) Training-related success stories from clients and customers which focus on how training solutions have improved performance and results. Document these success st01ies in the form of short case studies and promote them in your materials and on your website. 19 Certificates (P) Certificates provide recognition of accomplishment when participants complete training programs. It also says "Thank you" to the participants, provides a permanent reminder of the program, and advertises the accomplishment to those who see it. 20 Class Pictures (P) A class picture of every course placed in an album in the lounge provides a record of past programs and encourages positive memories of training. 21 Client Coordinators (P) Specific members of the training staff can be assigned as coordinators to specific target market groups. The staff person begins to develop a thorough understanding of the business and its concerns. Also ensures a training expert is always available. 22 Conferences (P) Internal conferences highlighting current training issues and initiatives. You bring the people and information together. Consultants will usually speak for free; the only expenses are flyers and refreshments. 23 Confirmation Calls (P) Registered participants receive a call before the course to remind them of their registration. The call makes them feel special and shows you care. Confirmation calls also help eliminate no-shows at courses. 24 Confirmation Letters/ s (I) A letter/ sent to participants and managers that includes course registration information. Include not only logistics, but details of what to expect. Makes participants feel welcome, safe, and understood. Informs managers about program content and how they can help ensure success. 25 Contests (I) Sweepstakes, lotteries, giveaways - anything that requires people to participate and win a prize. Contests generate visibility and the selection of winners is a newsworthy event. Consider a contest for improvements made as a result of training.

4 26 Coupons (I) Coupons are one of the best ways to get customers to try a new product or service. Print the coupon in newsletters, flyers, or catalogs. Give away a free service, consultation, job aid, etc. 27 Course Descriptions (I) 28 Course Material Package (I) 29 Customer of the Month (P) Short, informative, and persuasive descriptions of all the courses you offer. A package containing course materials and supplies with promotional material noted on the envelope. Include job aids, giveaways, etc. Recognition of a customer who has improved their work unit as a result of training. Success stories can be the basis of selection. Shows that training really does make a difference. 30 Customer Survey (I) Information gathered from customers on what they think of your department and programs. Put the survey in the yearly catalog and hand it out to participants. Publish the results and what you have done about the suggestions. 31 Development Plan (I) A recommended sequence of programs for various occupations, their prerequisites, and recommended timing for enrolling in the programs. Show the progression of skills and the expected end result of the sequence of courses. 32 Demonstrations (P) A skills presentation given to a work unit, team, or any group of employees. Don 't just talk to them, teach them something valuable. This makes training easier to schedule for managers and supervisors. 33 Databases (I) An up-to-date summary of everyone who attends training as well as managers, supervisors, and sponsors. Send them periodic information, updates, and announcements. 34 Displays (P) An exhibit of programs, services, and materials that can be shov.rr1 at major meetings, in the cafeteria. or in hallways. Make it eye-catching and informative. Include a list of commonly asked questions and answers about training.

5 35 Edit Service (P) A critique of participants' work samples once they have had a chance to try the new skills. Provide this follow-up service as a way of assisting with the transfer of learning and evaluating the effectiveness of your program. 36 (I) An electronic message sent to past and potential learners with updates on new products or upcoming courses. This technique al so helps enhance relationships with learners, managers, and executives. 37 Expanded Business Hours (P) 38 Executive-level Briefing (P) Flexible operating hours which make training more convenient and accessible (i.e. earlier or later progran1s, lunch-hour programs, or modularized programs). Extend business hours once a month for those who have difficulty getting away from the office. An update from higher level management regarding mission critical programs. Creates buy-in throughout the organization. 39 5/15 Briefing (I) A brief monthly update on training department activities and results that can be distributed to clients and customers. The briefing should take no more than five minutes to read and 15 minutes to write. 40 Flyer/eFlyers (I) Electronic or paper-based circulars used to inform your target market about the training department, special events, new programs, and services. Flyers/eF!yers can be customized to specific programs using photographs and graphics. Include a description, agenda, benefits, target audience, cost, time, dates, and how to register. 41 Focus Groups (P) Small groups of clients, customers, and consumers who assist in assessing training needs, and designing and evaluating programs. These groups will then assist in promoting the program and ensure i t's tied to business needs.

6 43 Formal Reports (I) Semi-annual or annual reports that include training department accomplishments, objectives, comparisons to industry standards, and results. Combine this with a "state of the department" message to your target markets. 43 Guarantee (P) A l00% satisfaction guarantee for training participants. A guarantee shows you are confident of your product and you stand behind the value of training. 44 Headline (I) An important message is portrayed with the title you give to courses and programs (e.g. Presentation Skills vs. Persuasive Presentations, Managing Training vs. The Successful Training Manager). Make titles businessoriented, intriguing, functional, and active. 45 Help Lin e (P) Live or online training help to answer questions about courses/registration and to provide support for the application of new knowledge and skill. 46 House Calls (P) Regular calls to work teams, business units, or branch locations to talk about questions, concerns, or problems that may be training-related. Show up with a new idea every time to break the ice and encourage discussion and questions. 47 Individual Meetings (P) A meeting with a manager or supervisor to learn about day-to-day issues problems, and opportunities. Meetings provide an opportunity to show how training can help and how you can individualize the solutions. 48 Inserts (I) Flyers, announcements, or brochures can be inserted into newsletters, catalogs, and manuals. Inserts attract attention to special programs, events, and services. 49 Job Aids (I) Quick reference cards, checklists, decision tables, or step-by-step procedures referred to while an employee perfom1s a task. Put the training department name and logo on each one as a memory jogger. 50 Kick-off Session (P) An unveiling of new programs, services, or facilities with the program sponsor as well as current and prospective customers.

7 51 Letters to Managers (I) A letter to inform managers of your role to improve performance and what they can do to help. Inform them of their employees' training experience and how their support is critical to achieve "bottom -line results." Refer to managers as "transfer agents" because of their influence on how well training "transfers" back to the job. 52 Letters to Editors (I) A letter written in response to articles, columns, or issues expressed in the company newsletter or trade publications. Give your opinion, state a position, and write about what happens in your organization. Increases your visibility and credibility. 53 Logo (I) A logo creates an immediate, identifiable association with the training department. A logo identifies you to your target markets and conveys the message you wish to promote. 54 Manager Planning Guide (I) Managers are given tool s to plan their employees training program, including curriculum sequence, course descriptions, calendars, pre-course and post-course briefing questions, follow-up sessions, and coaching recommendations. Provide all items that will make the managers' job of reinforcing training easier. 55 Media Bundle (I) A folder or kit containing all the key information about the training department. Bundle information such as course schedule, course descriptions, bill of rights, services, mission statement, etc. 56 Mentoring (I) A relationship developed with a respected figure in the marketing department to receive feedback on your efforts, suggestions, and direction. Make your marketing efforts accountable to someone who can challenge your ideas and who understands your objectives. 57 Mission Statement (I) Your mission statement describes the reason for the existence of the training department. It should include the basic product or service provided, markets served, and functions performed. Include your mission statement in all relevant training and promotional materials.

8 58 Newsletters/ enewsletters (I) 59 One-minute Marketing (P) A monthly or quarterly vehicle to showcase training. Used to inform customers, update schedules, introduce new courses, programs, initiatives and ideas, as well as to communicate improvements made from learner feedback, etc. A one-minute message via telephone calls, s, face-to-face meetings, or mentioned during courses, to tell customers about something new in training that is of interest to them. 60 Online Community (P) An online discussion forum where learners can ask questions, share information about how to apply new knowledge and skills, resolve issues, and discuss successes. 61 Open House (P) An annual gathering or special event to feature what's new in training. Make it a fun and festive event. 62 Phone-hold Message (P) A message played during holding time. Create a message about new training programs and services or updates and special events. Change the message once a week. 63 Policies (I) Training Department policy is the mandate under which the department operates. Policies give direction, inform employees, define standards, and provide guidance. Communication of policies enhances the professionalism and credibility of the training department. 64 Posters (I) A visual message used to publicize programs or events. Posters can be expensive to produce but create high impact and visibility wi1en widely distributed. 65 Referrals (P) Also known as word-of-mouth referrals, they are the least expensive and the most successful of all marketing techniques. Ask participants, "Who else could benefit from this training?" or "Who else should attend?" Send a personalized invitation to that person or offer an individual consultation.

9 66 Resource Library (I) A physical and/or online collection of manuals, periodicals, job aids, references, and up-to-date operational or management resources that can be accessed by employees at any time. 67 Sales Letters (I) A personalized letter written to referrals offering them programs and services from the training department. State why they should use your service rather than alternative performance -improvement options. 68 Scorecards (I) A balanced approach to measuring, documenting, and communicating the key success measures of the training department. Post and distribute a performance scorecard to promote the results of the training department and its programs. 69 Serial Appointments (P) When meeting with customers, schedule a follow-up meeting at the end of the first meeting. This commits both you and the customer to continuing the relationship. 70 Signage (I) Visible signs outside and around your training facility designed to let people know that an important activity is occurring at that location. 71 Speeches (P) Opportunities to speak or facilitate at different meetings, conferences, briefings, or team sessions. Speak on how training can help with current problems and Initiatives. 72 Suggestion Box (I) A comment box in the training facility which allows participants to make comments or suggestions regarding any aspect of the training experience. This becomes excellent material for newsletter stories when the suggestions are implemented. 73 Tag Line (I) Tag lines are free marketing. Place a one- line message that defines the training department or philosophy on the bottom of letters, memos, and brochures. This technique helps to continuously present a consistent training message.

10 74 Take-one Display (I) Stand-up or wall-mounted cases containing flyers and brochures that say 'Take One." Place these displays in high-traffic areas for maximum visibility (e.g. reception area, hallways, outside the training room, etc.). 75 Telemarketing (P) Marketing programs and services by phone to potential participants. Create a short script on the objective of the call and what you will say. The key is to be prepared. 76 Testimonials (I) The endorsements and comments from course evaluation forms and from positive remarks made by participants after training. Short quotations can be used in flyers, brochures, and catalogues. A testimonial from a satisfied customer is one of the best ways to add credibility to your department rd Party Preview (P) A program preview (e.g. half-day) offered by vendors and consultants where you are given the opportunity to evaluate the program. Invite the target market to the preview. They will learn new skills and have buy-in to the decision-making process. Shows you are customer-focused. 78 T-shirts (P) T-shirts (or other apparel such as baseball caps) adorned with your training message. Team -building activities and sporting events (e.g. company baseball tournament ) are examples of where this can be used 79 Tracking (P) A code printed on every piece of marketing material to track how participants heard about particular programs. Include codes for word of mouth, speeches, articles, etc. Tracking will evaluate the effectiveness of the marketing materials. 80 Volunteering (P) Training staff volunteer for special committee work, task forces, charitable organizations, or help organize company events. Clients will view you in a favorable light when you increase your visibility

11 81 Walk-in Center (P) An area where employees can come to the training department anytime without an appointment for one-on-one coaching, counseling, instruction, or extra practice. 82 Webinar (I) An online seminar used to make promotional presentations, give briefings, demonstrate products, etc. 83 Website (I) A departmental website and/or Learning Management System (LMS) used as the major access point for your training products and services (i.e. a learning portal). Include course information, online registration capability, access to tools and job aids, access to the online community, web-based training (WBT) modules, useful links, etc. 84 Welcome Wagon (P) A welcoming letter with some training materials given to as many new employees as possible, especially during orientation programs. Try to meet new employees who may not come into contact with training for some time. 85 Work Groups (P) Work groups formed with other training professionals in your organization to allow for the exchange of ideas as well as improvements to products and services.