If you think about your career in training, I'll bet you can come up with a lot of ways that training is just like marketing. It all boils down to changing people's behavior--whether you're trying to get them to sell something or buy something (or do something, or not do something, or any variation thereof).
If you're designing e-learning that changes people's behavior, congratulations. You understand basic principles of marketing, too. So why is it that so many people get that deer-in-the-headlights look when we talk about marketing e-learning to your learners? A few reasons come to mind:
- The course is required.
- They think they don't know how to create a good marketing campaign.
- It simply never crossed their minds.
Whatever the reason, the general perception is that taking training is part of people's jobs, so we really don't need to go to the trouble of getting them excited about it. And that makes sense, because why should anybody be excited about anything at work? You're paying them to listen, read, and click the next button. What more do they need?
Well, in a way this falls under, "If you have to ask the question, you're not going to understand the answer." But the answer is simple: Engagement. It's not just a buzz word! It's what drives behavior change and business results, and it starts long before your learners launch the LMS on training day.
E-LEARNING TRAILERS: YES, REALLY.
One relatively easy and inexpensive way to build excitement about a course is to create a trailer. Yes, like a movie trailer, but without the huge budget. Put together some clips or screenshots from the course, throw in some stock photos of your brand, and add a little music. Get a voice-over narration on top, preferably one with a deep, sonorous voice. And send that video out to your learners.
For inspiration, check out a couple of examples of e-learning trailers from our portfolio. First, a leadership training program for Buffalo Wild Wings:
Another favorite: Delta Air Lines. This trailer is for a course that Delta employees take off the clock, so engagement was absolutely critical.
As you can see, there are lots of fun and simple ways to create e-learning trailers, using assets you already have at your fingertips. Next time you get ready to launch a new course, think about how you can start a buzz around the office, even for courses people are required to take. In fact, send us your best e-learning trailers. We might even feature you in a future blog post.