{"id":18199,"date":"2018-09-04T14:36:48","date_gmt":"2018-09-04T19:36:48","guid":{"rendered":"https:\/\/lern.org\/?post_type=article&#038;p=13298"},"modified":"2021-08-02T12:23:59","modified_gmt":"2021-08-02T17:23:59","slug":"tip-of-the-month","status":"publish","type":"post","link":"https:\/\/lern.com\/lerntest\/tip-of-the-month\/","title":{"rendered":"Tip of the Month"},"content":{"rendered":"<p><em>\u201cWhere did you hear about us? \u201c<\/em><br \/>\nThis is one of the most common, and least valid, questions lifelong learning programs ask of their participants.<br \/>\nIt was also the biggest question in LERN\u2019s webinar last month on Surveys That Work, a free webinar for LERN members.<br \/>\nThe rule is that you don\u2019t ask people what they think when you have data on what they actually did. \u00a0So do not ask \u2018Where did you hear about us?\u2019<br \/>\nHere\u2019s the 5 most important things we know:<br \/>\n<strong>1. They don\u2019t remember.<br \/>\n<\/strong>\u00a0\u00a0 LERN\u2019s Senior VP Julie Coates asked the \u201cWhere did you hear about us?\u201d question in a survey to participants 30 years ago, and intentionally put one answer as being TV, even though the program had never been on TV.<br \/>\nSome 10% responded with TV, making at least 10% of the results wrong.<br \/>\n<strong>2. Print brochure generates 70%.<br \/>\n<\/strong>\u00a0\u00a0 We know, despite what anyone says or thinks, that the print brochure generates 70% of your registrations. That has been proven over and over again by hundreds of lifelong learning programs.<br \/>\n<strong>3. Word of Mouth.<br \/>\n<\/strong>\u00a0\u00a0 Usually one possible response is Word of Mouth or Friend.\u00a0 While word-of-mouth is probably the biggest non-brochure way people hear about you, the data is totally useless.<br \/>\nThere is no actionable way you can target, plan or increase word-of-mouth.<br \/>\n<strong>4. Track instead.<br \/>\n<\/strong>\u00a0\u00a0 Track a promotion technique instead of having people guess, often wrong, how they heard about you.\u00a0 You can track, and test, every promotion technique you use.<br \/>\nAnd you only have to track a promotion technique (social media, email, Facebook ads, etc.) once.\u00a0 If it worked, it will work.\u00a0 If it didn\u2019t work, it won\u2019t work in the future (for at least 2-3 years for sure).<br \/>\nTracking tells you what the person actually did, not what they thought they did.<br \/>\n<strong>5. Resources for you.<br \/>\n<\/strong>\u00a0\u00a0 As a LERN member, here are free resources for you on surveys and tracking promotion.<br \/>\n&#8211; Webinar archive.\u00a0 Listen to the full webinar, Surveys That Work, anytime.\u00a0Just email <a href=\"mailto:info@lern.org\">info@lern.org<\/a> to access the link.<br \/>\n&#8211; To find out how to track a particular promotion technique (social media, email, etc.) just email <a href=\"mailto:info@lern.org\">info@lern.org<\/a> and ask for Technical Assistance. We can personalize our response to your needs.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cWhere did you hear about us? \u201c<\/p>\n","protected":false},"author":5,"featured_media":13518,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-18199","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/lern.com\/lerntest\/wp-json\/wp\/v2\/posts\/18199","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lern.com\/lerntest\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lern.com\/lerntest\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lern.com\/lerntest\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/lern.com\/lerntest\/wp-json\/wp\/v2\/comments?post=18199"}],"version-history":[{"count":1,"href":"https:\/\/lern.com\/lerntest\/wp-json\/wp\/v2\/posts\/18199\/revisions"}],"predecessor-version":[{"id":19219,"href":"https:\/\/lern.com\/lerntest\/wp-json\/wp\/v2\/posts\/18199\/revisions\/19219"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lern.com\/lerntest\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/lern.com\/lerntest\/wp-json\/wp\/v2\/media?parent=18199"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lern.com\/lerntest\/wp-json\/wp\/v2\/categories?post=18199"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lern.com\/lerntest\/wp-json\/wp\/v2\/tags?post=18199"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}