The Value of Marketing Techniques in Learning & Development
How many times do you come across an advert for Coca-Cola during your day?
Some say it’s as often as every 5 seconds. And here’s a great fact fromBusiness Insider: The red and white Coca-Cola logo is recognized by 94% of the world’s population. Isn’t that incredible!
During the Superbowl (America’s biggest TV event of the year), brands pay up to $4m for a 30-second advert to get their story in front of viewers. Whilst we may think it’s absurd to spend this amount of money, these advertisers are outsmarting us with their content.
Brands and Marketers spend months planning in preparation for an ad, simply to play in to the hearts of their audience, to sell them a part of their story in the hopes that viewers will remember that 30-second ad for the rest of the year, some, for the rest of their existence.
Whilst we are not suggesting L&D departments use marketing to this grandeur, we are suggesting it’s important to take into account how marketing can be used to relay messages and influence behaviour within your organisation.
There used to be a time when brands used subliminal messaging to ‘encourage’ viewers to ply into what they sell, then, with the digital era, they moved on to a push-based approach, where they sent email upon email to sell us their products, recently though they have touched upon gold, it’s working in their favour, and it’s called emotional branding.
Emotional branding is very much tied in with the traditional and digital marketing mix but thinks about human connection that has previously been lost, or forgotten in the messaging. Why do we think of the Coca-Cola brand before any other when there are hundreds of soda brands on the market? Because the brand has tied their message with the term happiness and that element taps in to our brain every time we have encounter the drink.
It is no longer about a brand’s products as much as it’s about how the user interacts and engages with the product that is key. It’s not about what service you provide it’s about how you provide it.
At the core of emotional branding lies the art of storytelling. Watch any Superbowl ad and the one thing you walk away with is contentment. This is because all the stories told are told to fill you with passion, encouragement and happiness.
And this is largely achieved by using nostalgic, pop culture and iconic references. Why? Because that’s what engages the average American viewer.
What engages your employees? And how will you use that within your story?
Advances in technology allows marketers to tap into data about their target audience before and after they start a branded campaign. And believe us when we say, companies spend quality time and tons of resource understanding and analysing this type information. Marketing departments build apps, QR codes and iBeacons, they send out surveys and questionnaires, they build online communities and then spend hours engaging with people.
One of the techniques we use in Campaign Learning is to track the journey of the learner. From the beginning of the course we take into account how they feel about the course, and how motivated they are to begin, this tells us how much of a success it will achieve within the organisation. At the final stages of the course we look at how learner behaviour has changed and we can pinpoint as to why.
We believe this is the first step to linking performance with motivation within learning.