What is the simplest, low cost way of getting teachers to recommend your products to other teachers?
It’s fairly obvious that having one teacher say to his/her colleagues, “you ought to have a look at this,” is a good thing. It is a way of spreading awareness to teachers whoM your advertising might otherwise not reach and of adding credibility to your message.
Suddenly you are no longer at the mercy of a school administrator who might or might not put letters into pigeon holes or dependent upon the vagaries of the school email systems. Instead you have teachers talking to teachers on your behalf.
What’s more, the message of a teacher – a practitioner in the classroom who is actually engaged with pupils and students day by day – is always much more powerful than the message of an advertiser, no matter how good the advertising material.
This is, of course, because teachers tend to believe teachers rather than outsiders. There is still the view that if you are not in the classroom day after day you can’t possibly know what works when you are faced by a class full of pupils or students. But if a teacher says, “this is worth looking at,” that is a different matter.
So the question is simple: how can you get teachers to recommend and promote your products to other teachers?
We’ve been working on this for a long time, and now we have the answer. For in a test in the last week (and let me emphasise this is a test which has been carried out during the school summer holidays, when the traditional view is that one cannot advertise to teachers at all) we sent an email on behalf of a client to 5,500 teachers.
And as a result it actually reached 7,500 teachers.
This happened because a number of the initial group of 5,500 teachers took the email and passed it on to 2,000 colleagues.
Now that doesn’t mean that this was the equivalent of just emailing 2,000 more teachers. The point is that these 2000 additional teachers received the information from colleagues, and thus to them the information undoubtedly had a very high level of credibility.
Because, as we’ve noted, what is sent by a teacher to a teacher is always read with more interest than an advert put out by a company.
The mechanism we used for this extraordinary experiment was a combination of Facebook and email, and it came as a result of our two long term research projects into advertising to teachers during the school holidays and promoting to teachers via social media and email together.
Companies that are part of our Velocity programme can now benefit from these extraordinary findings free of charge, within Velocity. We can either work with your existing accounts or set up new Facebook and Twitter accounts without any additional cost.
If you are not part of Velocity you can still benefit from these findings and we can set up Twitter and Facebook accounts for you and develop your social media presence for just £25 a week.
To find out more please do call us on 01536 399 000 and ask for a member of the Social Media team or a member of the Velocity team and we’ll be pleased to talk things through. There is more about Velocity here, you can follow us on Twitter here and on Facebook here.