Packaging Training for Customers

Over the last several years we’ve seen how various types of social media have had a massive impact on marketing. When this impact is broken down, one of the main components that come to light is the manner in which content is packaged.

Companies spend millions of dollars on marketing campaigns. All of this money spent inorder to gain the attention of a potential consumer. However, gaining this attention is only the first step in the process. The second is selling the product. And the third is training your customer to use that product.

The third step in the process is one of the must underutilized. Too often the entire focus is on marketing and selling the product and not what comes after. This is not to say marketing and selling are not a key components of the process. This is to say that in order to satisfy and retain your customers, they must know how to use your product. And I’m not taking about a plain, boring black and white instruction manual.

When it comes to the third step, instructional material needs to be carefully thoughtout and planned. There are many instructional design tools and techniques that can greatly help with this. To keep this read short, I am only going to mention one, Gange’s 9 Events of Instruction (see below). These events can help serve as a great outline to get started and organize your thoughts, process, and/or plan.

Gagne’s Nine Events of Instruction

  1. Gain attention
  2. Inform learners of objectives
  3. Stimulate recall of prior learning
  4. Present the content
  5. Provide “learning guidance”
  6. Elicit performance (practice)
  7. Provide feedback
  8. Assess performance
  9. Enhance retention and transfer in using the product

Pro Tip: These nine events can be used in stand-alone instruction. What is stand-alone instruction? It is instruction where you cannot give direct feedback. It would be like sending someone a product with a diagram of how to put it together. You’re not there to supervise them. Think about putting together Ikea and how frustrating it can be. Using instructional design tools and techniques can help alleviate this frustration.