Question

Topic: Strategy

Promoting Video Based Lectures For Engg Students

Posted by Anonymous on 9/18/2015 at 2:54 AM ET 500 Points
We have developed a video based lecture series for graduating engineers that has been prepared according to university syllabus. The portal having series of this lectures can be accessed from anywhere and at anytime. Students needs to access through their login credentials.

We did promotional activities like Radio jingles, Ads on moving vehicle, etc. Called on each potential college personally and offered either free or evaluation licenses to teaching faculty and students.

Surprisingly there are no takers for this product. Our attempts are doing the unproductive.

I would invite your expert advises on selling this product effectively.

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RESPONSES

  • Posted on 9/18/2015 at 7:26 AM Accepted
    Another example of the importance of starting with the marketing environment and not the product. This often happens when you start by developing a product before assessing the needs, values and attitudes of your target audience.

    It's likely your target audience doesn't see a pressing need for what you are offering. What's the compelling benefit for them? WHY might they want what you have?

    You may be selling a solution to a non-problem. If I'm wrong, you need to demonstrate why your product is so important to the target audience, instead of simply telling them what it is. Answer the question, "What's in it for me?" (WIIFM?)

    <sarcasm> "Oh good! An online lecture series. Just what I always wanted!" </sarcasm>
  • Posted by Jay Hamilton-Roth on 9/18/2015 at 8:31 AM Accepted
    How do you explain the value of watching the videos? How do you know this is true?
    If the videos share engineering knowledge, then by offering the knowledge to other schools - you're saying to them that their syllabus is inadequate. If the videos share job placement information, then you're saying their college placement department is inadequate. How can you work with the educators to enhance their work - and make them look better?
  • Posted by Peter (henna gaijin) on 9/18/2015 at 11:42 AM Accepted
    Can you describe better who would use this service and what they get out of it? It sounds like you are targeting current students at one or more schools. Aren't they currently getting this information from a class and text books? So why would they want to pay for a video lecture?
  • Posted by Gary Bloomer on 9/19/2015 at 12:55 PM Member
    Your course may be better off on a site such as udemy. https://www.udemy.com
  • Posted by Gary Bloomer on 9/19/2015 at 4:50 PM Accepted
    Are students listening to radio and looking at vehicle based ads? Possibly not. What about social media and offering short clips of training video via Facebook, SnapChat, Vine, Instagram, and WhatsApp? Each college you visited? Did you also visit their Facebook pages or look for student-based pages? Placing content where you hope the audience will be won't work. Place your content where the audience is, THEN, be sure you track your lead-in messaging, content types, and click through rates.
  • Posted by Jay Hamilton-Roth on 9/20/2015 at 8:59 AM Accepted
    Can you prove that watching your lectures actually translates into a better grade? If so, promote that.
    If the videos are an efficient way to study for finals, promote that.
    If the videos are great for people with poor language skills (and perhaps are subtitled), promoted that.
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