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Toni Salter The Veggie Lady
Case Study
Workshops on
• How to grow your own organic vegetables
• Gardening therapy for the aged and disabled
Industry Recognition Exemplary Mobile & Digital Marketing Leadership Award
World Brand Congress 2013 Mumbai
Director of Entrepreneurship, International and Engagement (SCEM)
Our experience Selling online workshops to a global audience
We found that marketing concepts can be used not only for promotion, but also delivery of education
The AIDA Model sales letters, video promotions, classified ads etc …
http://www.thecroguy.com/learning/what-is-cro/
Getting Attention A headline, picture or video that might …
• highlight a problem • paint a picture • set a challenge • ask a question • create a cliffhanger
In higher education There are many ways to introduce a topic but the ability to capture attention can vary …
Your choice … 1. Bottom falls first 2. Top falls first 3. Both ends fall together 4. Ends approach each other
Let’s see a show of hands
Challenge solution Would you like to know the answer?
I’ll tell you at the next forum
Example of a cliffhanger
Want to know a secret? One secret for getting attention
Have you heard WiiFM?
What’s In It For Me
Highlight benefits rather than features
Benefits not features Benefits highlighted … Help you to become an electrician and be able to troubleshoot electrical problems out in the field
Benefits not features Benefits highlighted …
Learn how to avoid type 2 diabetes so that you can live a longer and healthier life
An example Rather than say • Watch this video • watch this video and then … (some action) • or even embed the action into the video!
Time Saving Tip 1 Online tutorials for Intro to IT developed in 2009
http://graemesalter.com/portfolio/player.html
Readily available tools Tools required –
• PowerPoint • Microphone • Captivate • Optional – Creative commons sound effects or music
An example To make a mobile app you need two of the
most sophisticated tools ever made
Any suggestions?