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Succeeding with eLearning Jay Cross & Lance Dublin Questions Customers Change Management The Marathon Effect William Bridges Change models go here Marketing Concepts Dilbert cartoon far too important “Marketing is far too important to be left only to the marketing department.” David Packard Process The MarketingInstructional Process Design Marketing • • • • • Market research Segment and position Develop marketing mix* Implementation Feedback = Analyze = Design = Develop = Implement = Evaluate *product, price, promotion, place Traditional Marketing Model Kotler, “Neanderthal marketing” • Equating marketing with selling. • Getting new customers more important than caring for existing customers. • Trying to profit from each transaction rather than managing customer lifetime value. Philip Kotler Product • The form of a product is a variable, not a given. • Perceived products need not be commodities “Commodities” • Water • Salt Perceived product/tank car Build Relationships • One-time sales are costly. • Repeat sales are lucrative. • Goal = form lasting relationships with customers. Brand Marketing eLearning Important market segments…? q Tenure: Novice, apprentice, old hand q Rank: Employee, supervisor, executive q Role: Customer, supplier, channel partner, employee q Personal transportation: bicycle, motorcycle, car, SUV, truck q Learning style: aural, oral, kinesthetic q Myers-Briggs score: I/E, N/ , S/T , P/J q Performance: average or superstar q Personality: Inquisitive, outgoing, reserved Generation: Mature, boomer, GenX, GenY Marketing eLearning Plan Culture Offer Research Priority Improve Demographics Infrastructure Decide Target Learner Promotion Monitor Execute Design Delivery Roll out Resources Marketing Mix Company Viewpoint: The Ps Customer Viewpoint: The Cs Product Customer needs & wants Price Cost to the customer Place Convenience Promotion Communication Marketing Mix for eLearning Company Viewpoint: The Ps eLearning Marketing Product Offer, learning environment Price Priority Place Delivery Promotion Promotion Marketing eLearning eLearning Marketing issues Offer, learning environment Co-creation Priority Build a brand Delivery Position as can-do Promotion Push vs. Pull What’s your brand? • TOP 10 SLOGANS OF THE CENTURY 1. Diamonds are forever (DeBeers) 2. Just do it (Nike) 3. The pause that refreshes (Coca-Cola) 4. Tastes great, less filling (Miller Lite) 5. We try harder (Avis) 6. Good to the last drop (Maxwell House) 7. Breakfast of champions (Wheaties) 8. Does she ... or doesn't she? (Clairol) 9. When it rains it pours (Morton Salt) 10.Where's the beef? (Wendy's) Characteristics of your eLearning • • • • What brand of car? What brand of beer? What brand of stockbroker? What brand of computer? Sources • • • • • • • • Advertising Age, www.adage.com/ The Marketing Imagination, Ted Levitt Kotler on Marketing, Philip Kotler Principles of Marketing, Philip Kotler The Cluetrain Manifesto, Chris Lock et alia Gonzo Marketing, Chris Locke Real Time, Regis McKenna Blur, Stan Davis and Chris Meyer