Delta Sky Magazine had an interesting articled called Advertising’s New Attitude. It talks about which consumer product companies have successfully (or not-so-successfully) adapted their advertising messages to target the increasingly elusive consumer dollar.
The article states :
“The impact of the recession on consumption and advertising isn’t just altering the way brands advertise, it’s purging the marketplace of brands that weren’t creating lasting relationships with consumers and sustainable goods in the first place”.
Says Piers Fawkes, co-founder of PSFK, a trends and innovation firm with clients including Apple, Target, and BMW :
“When you think about the companies that are closing – how many of them do you think, "That was such a great company, how unlucky?" Most of the companies in trouble had so-so products, so-so service and even the best of these were only ‘good enough’. We should remember that many of the powerful companies that we know of today rose in the ‘30s despite the Depression.”
How This Applies to You
Apply this thinking to your own company, department, and self. Consider the strength of your own “brand”, if you will. With significant numbers of learning professionals losing their jobs, some practical, quick, and easy ideas for how to increase your brand equity seem in order.
The following ideas will focus on Level 1 in the Kirkpatrick Model – reaction to training. The reason is that according to the ASTD 2007 State of the Industry Report, 91 percent of all learning events are evaluated at Level 1. The ubiquitous Level 1 Reaction measurement has earned names like “smile sheet” and “happy sheet” over the years, in part because it often lacks substance and only sometimes results in follow-through.
Take a look at some of your own Level 1 evaluation forms for a moment.
- Do they embody the “brand image” you wish training participants to remember?
- Do they show professionalism, practicality, and concern for the learner?
- Are they part of your plan for solidifying lasting relationships with attendees?
Level 1 Effectiveness
To maximize the impact and effectiveness of your Level 1 evaluations, read and then check your form against the Eight Tips On Developing Valid Level 1 Evaluation Forms by Ken Phillips. He offers solid ideas for building Level 1 tools that obtain meaningful feedback to help you to continually improve your “brand image” and secure a sustainable position for the future.
Everyone wants to be heard, and your training participants are no different. Offer them a well-designed evaluation form so they can speak, and you can listen and implement their ideas. Now that’s a real relationship and brand builder!
