Do as Marketing Does – Part 5 Action

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It is very clear that the changes that will impact learning and development in 2017 and beyond will require very different skills than what we depended upon in the past.   We need to look to other fields for practices we can borrow.  Learning from our colleagues will not only accelerate our abilities to serve our learners and organizations better, but the collaboration will enhance our efforts to integrate with the businesses we serve.

In 6 Things That Learning Professionals Can Learn from Marketers, Todd Kasenberg provides ideas that we can learn from our colleagues in Marketing.  I think he’s dead on with these suggestions.  The 6 things are:

  1. Address learner motivations to get engagement
  2. Be relevant
  3. Get your channels right
  4. Manage cognitive load
  5. Get then trying out (“trialling”) behaviors quickly
  6. Anticipate and handle the objections

Over the next six days, I’m going to flesh out each of these topics and how they fit into the work we do in Learning and Development.

Get them trying out (“trialling”) behaviors quickly

In marketing, one of the most important practices is the implementation of a carefully-crafted Call to Action. To understand, go to an effective (and gorgeous! Get the aesthetics right!) website like Nike, and note the buttons inviting you to do something right now.

In marketing, you never leave the customer with a question about what they are to do – “Be one of the next 25 callers and we’ll…”, “register to our website to a free download of the ebook”.  The best Calls to Action have an intimate or emotional.  Registering for a website, we have to agree to give our personal information to that organization.  Being “one of the next 25 callers” makes me a winner and special.  Everything in marketing builds to the call to action.

Building in Calls to Action in all our experiences and communication would assist us in two critical areas – knowledge retention and expansion and promotion of a learning culture and a curious mindset.

How about these ideas:

  • The first 25 participants from this course to register to Slack and answer the three questions in the Welcome room, will receive …….
  • if you enjoyed this course/activity/simulation, then you’ll want to register for this course/activity/simulation.
  • You’ve passed the final evaluation, click here to register your score and activate your badge on the company intranet to let everyone know about it.
  • Text LEARN to 222-222-2222 to receive a weekly reminder about…….

In the same vein, L&D professionals are already incorporating serious games and gamification of curricula to provide more realistic practice of desired behaviors.

Learning booster activities intended to help offset the forgetting curve effects on performance and knowledge can be used to assure more practice of the desired behaviors.

Build a culture of follow-up.  Whether through learning booster activities, manager/employee review, targeted special projects, or traditional Kirkpatrick level 3 and 4 evaluations, Build an expectation that employees will be expected to be applying the new knowledge and skills learned in training to their work.

Too often, one a learning experience has been completed, we assume that our learners will have learned what we were planning they would and applying it accurately in their daily work.  Yet data shows that this is not the case.  We need to look at new ways to drive application of learning.

Next: Do as Marketing Does – Part 6  Objections

What do you think?

  • What “Calls to Action” do you think could work with your learners?
  • Are you currently, or exploring, implementing follow-up activities to assure application of concepts?

Please share your thoughts and ideas in the comments below.

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