Continuing her series focused on how to successfully market learning initiatives internally to maximise learner engagement and return on investment, MicroLearn’s Creative Director, Ali Soper, looks into branding… what it is and why it’s essential for your business!
So, we’ve set our objectives and considered our target audience, now it’s time to start creating our marketing campaign, adopting the often-used marketing model, known as AIDA (Attention, Interest, Desire and Action), to provide us with the tools needed to develop a successful communication plan.
You’re probably thinking, “not another acronym!”, but they can come in really handy, acting as roadmaps to keep us focused and on the right track when we’re creating internal marketing campaigns.
So, what does AIDA mean?
Well, the AIDA model was first established by sales pioneer Elias St. Elmo over a hundred years ago, as he recognised the need to catch the eye of the reader to inform them about products and convert them to customers, slowly evolving his approach to attract attention, awaken interest, persuade individuals and convince customers. An idea which continues to form the basis for today’s AIDA model.
So, there are many ways you can catch the Attention of your consumers, in this case your employees, such as placing adverts in unusual places, shocking your employees with something eye-catching or targeting them individually with a personal approach that goes beyond a direct email!
Once you have their attention, you need to capture their Interest and get them curious about the product or service you’re offering. Think about your messaging, ensuring that even if the subject isn’t exciting, for example Compliance Training, that the approach is entertaining or memorable!
For example, can you think of an advert you’ve seen on the telly for a Comparison site? In fact, you probably think of several, including one with a catchy (if a little irritating) theme song and another starring meerkats… that’s because they’ve found a memorable way to advertise, even though the topic itself is relatively dull.
Now you have their attention and sparked their interest, you need to create a sense of Desire, by thinking about how you can make the message relevant to them, so they just have to buy into your initiatives! Make sure you’re focusing on the benefits, by selling the bells and whistles so that your audience become interested in something they didn’t even know they needed!
Finally, it’s time to take Action! To make sure your hard work creating pull through and generating buzz is successful, you need to convert this into sales, and in the case of internally marketing eLearning, this means actually getting people to engage with the content.
You need to establish a call to action, something which leaves your employees with no doubt as to how they can take advantage of the products and services you’re offering, making the process as seamless as possible.
Before you start any internal marketing campaigns, take some time to think about your organisation, your objectives and your target audience to decide how you’re going to brand your initiative.
By drawing out the ‘personality’ of the brand and taking time to think about what the main features and associated emotions are, you’ll be in a better position to consider options for your campaigns as you can use the information to create targeted communication plans.
Finally, remember to ask your audience about their experience of the product and get feedback on your messaging in order to help develop and improve the process next time around. After all, their opinion is crucial!
12/12/18 • Ali Soper