It still amazes me how quickly technology changes. In 2014, we produced a series of videos for LearningBook introducing the idea of using tablets and digital learning journeys in early years education.
After initial scepticism from a traditionally technophobic sector, by the end of the year tablets were used in 68% of primary schools.
Fast forward to today and the conversation has moved on. The market for tablets in education has matured to the point that they have become commonplace in the classroom. The next step is convincing teachers why your app is the remedy to their teaching woes.
LearningBook had little to worry about because their product was already ahead of their competitors. Not only do they provide easy-to-use software, they also give a dedicated tablet to run it on for added security. Their competitors were developing apps and portals too quickly to offer this peace of mind.
But it did mean that their sales and marketing strategy needed a rethink.
The traditional sales route for LearningBook was to send their founder James Huntington to primary schools in their region to give a presentation to groups of teachers and nursery workers.
The team are aiming to put LearningBook into classrooms and nurseries across the country. The conversion rate from these presentations is impressive, but the approach wasn’t efficient or scalable.
Beyond the impressive product features, James is also a key selling point. It’s a big decision for education providers to introduce new technologies like LearningBook into their classrooms, given the sensitive data that will be generated.
James’ background in computer science, his vast experience in early years education and his friendly, engaging demeanour has earned him the trust of virtually every education provider he’s pitched to.
Brochures and leaflets weren’t going to cut it. Phone and Skype conversations would lose the tactile nature of the presentations as teachers hold the tablets in their hands and are guided through features face-to-face. Website copy could explain the product, but it would take a long time to read and leaves no room for questions.
So, LearningBook needed a technique that:
After considering the options, it was decided that video was the best way forward.
“We have noticed an increase in the number of trials since the videos went live and those on trial have noted how the videos have helped them get started with the all the features very quickly.” - Liz Jones, Marketing Coordinator, LearningBook
The team at LearningBook commissioned a series of videos, breaking down James’ presentation into short bite-sized sections.
LearningBook has a number of target user groups including headteachers, teachers, nursery assistants and parents. Audiences can either watch it in one sitting using the YouTube playlist or choose the part that’s relevant to them.
For example, parents can watch the introduction and then skip to the final part, “engage with every step of your child’s learning”, which is tailored for them.
The videos are a combination of James speaking to the camera in a studio and a presentation he gave to nursery professionals. This way, it retained the personal nature of addressing the viewer while showing the product being used by peers. It also allowed us to capture the audience responses to using the tablet, and the questions that they asked.
We used the time in the studio to record a brief introduction to the videos, which is used as a YouTube channel trailer. It’s ideal for sharing on social media and promoting the series because it’s shorter than the longer presentations.
The trailer has been annotated on YouTube, presenting viewers with a menu at the end that links to the other parts in the series. It introduces the product and shows it in action, hooking the viewer in to explore the rest of the presentation. This method will lead to more views than a single, longer video.
LearningBook have already started to see results, with an increase in the number of product trials since the videos went live.
If presentations and personalities are key to winning new business then looking to video content can be an effective way of reaching and growing your target audience. It’s cost-effective, efficient, scalable, future-proof and a great way to start conversations.
Of course, developments in technology aren’t going to slow down anytime soon. Whatever happens, though, it’s going to be intriguing to see where this digital learning journey will take us next.