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Beyond Free Coffee and Donuts

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Beyond Free Coffee and Donuts

Marketing Training and Development

ASTD Publications,

15 min read
10 take-aways
Text available

What's inside?

Once, you could promote your training program by offering pastries at the seminars. Now you need marketing, not cookies.

Editorial Rating

6

Qualities

  • Well Structured
  • For Beginners

Recommendation

Employee development manager Sophie Oberstein and marketer Jan Alleman show why and how training programmers need to become marketers. To help you meet that demand, their workbook explains to trainers how to create and implement a marketing strategy that proves training programs boost the bottom line. They also spend time on the critical area of motivation. The authors provide a useful tool-kit for designing a marketing plan, including instructions on writing and designing promotional materials. The book serves as a good introduction to marketing for its primary target market, so getAbstract.com can recommend it confidently to professionals involved in training and development. One caution: the workshop format of the book is great if you are learning, and want to stop to answer questions or fill in the blanks, but it doesn’t make for smooth reading.

Summary

Why Trainers Need to be Marketers

When you are offering training and development programs, you must be a marketer, too. Beyond providing training presentations, you have to convince supervisors, top executives or external corporate clients that your program has value by demonstrating bottom line results. Start by developing an understanding of the motives that drive your learners and buyers, and their overall organizations. Then, assemble a marketing campaign, based on strategic thinking and good writing and design.

Motivating Yourself and Others

As the title suggests, you must go beyond providing free snacks and beverages at your workshops and seminars. Appeal to your target audience with specific motivational techniques. Whether you are marketing internally or reaching out to external clients, first make your prospective customers aware of your program. Teach them how you can make a difference in ways that matter to them.

  • As an internal trainer, show learners in your organization what resources you offer and how they contribute value. Market your training package three ways: as a single training program, as a series of training programs and as ...

About the Authors

Sophie Oberstein is the employee development manager for the City of Redwood City, California. She is a former instructor at Drexel University and Mercer County Community College. Jan Alleman has more than 25 years of experience in marketing. Her organization, London Road Design, was founded in 1992 and has won numerous design awards.

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