Lesson 5: Staring at the sun
This title is the first thing that came to my mind when I thought about what I would write for this lesson.
All the lessons were recorded. Great. Editing was doing their part now. The rest of us were uploading questions and other information so that the system could work as a virtual environment designed for learning.
The big boss, Mr. Gestures had his right-hand man. He is a systems engineer called Todd. Yes, that is how I shall name him. He is not very sociable, I believe he is a few years younger than me, but between him and Mr.Gestures, they made all of the important decisions of the project.
And an important part of the project is publicity. This project had a publicity department made up of several receptionists-who answered calls asking for information, and two or three guys that came up with the ideas to promote this new on-line school. None of them(again) had a trained background in marketing or anything close to that. This next paragraph will show you proof of it.
At that moment, when all the lessons were recorded, they decided to begin their ‘master plan’ for promoting the school. They bought these portable and foldable stands-pretty clever, actually- where one could sit with a laptop and a sign above that said ‘High school on-line, when you want, where you want it’ and the name of the school, obviously.
They handed these to us-the teachers, designers and animators- and sent us out to specific points in the city. Maybe I forgot to mention that the school had graphic designers-for obvious reasons-and animators that helped us explain certain topics using images, shapes and characters.
Anyway, I got one of the most remote areas: a small store that sells groceries to the people who live close by. This was in a neighborhood that was near a large, 8 block-market where trailers and trucks go to load up on merchandise and then re-sell to the inner-city supermarkets.
I was there for three days I think. From about 9 o’clock to 3 o’clock in the afternoon.
Might I add that the city where this took place is one of the hottest in our country. We get temperatures of about 45 degrees on average, while in the shade (yes, Celsius) and with a lot of humidity. So I was pretty much sweatin’ to the oldies the whole time.
That’s why I called this lesson ‘staring at the sun’. It was September, which is one of the hottest months of the year in this place. The other one is August. So, yes, it was hot. Really hot.
And maybe it was the heat, but sitting there, waiting for people interested in studying, doing nothing really, an idea came to my mind.
I had the panflet right there, so I looked at it and started to think.
The monthly cost for this virtual school was about $1,200.00 mexican pesos. Now, here is the thing: in Mexico, at the time, the salaries for someone who has a degree, vary from 6 to 10 thousand pesos per month. And this is a person who went through primary school, junior high, high school and at least, 4 years of college.
The product we were offering was aimed at people who had finished junior high, which is the second level of education in my country. The people who have finished this level, usually get jobs that pay lower salaries. I’m talking at about 3 to 4 thousand a month. Maybe less.
So, imagine selling a product that costs about 30% of your target market’s monthly paycheck. It was not cheap.
AND, this was the first on-line school of its kind. People are usually skeptic about new things.
How is a person expected to invest 30% of his paycheck on a new company, that promotes a new product, which has never been sold before? It was not an easy task.
And I’m no expert, but I can be sure that a marketing specialist could have come up with a more efficient plan. The result was that nobody was interested. Not even one person. Oh, wait, yes there was. But they asked if we had any college training available.
They had an entire army of people giving out flyers out on the street, too, but nothing happened.
In short, they spent 3 days worth of salary of ALL their employees (about 80 at the time) to do something that had very little or no chance of working out.
And everyone single one of us knew that. After the first day of doing this, everyone had the same perception ‘this is not going to work, not like this’.
After this period and a tan line on our necks, animators, teachers and designers all learned a valuable lesson. One that, unfortunately didn’t extend to the people who were leading the team. And here it is:
Plan ahead. Think ahead. Not just for the day or the week. It’s difficult to see what the future holds or have the ability to foresee what will happen, but we can always manage probabilities. Anything is possible, nothing is impossible, only improbable.
In this case, the marketing department had no idea of their target client. They specifically told us ‘this is for everyone and anyone’.
But any marketing specialist can tell you that you should always have a target market. If you say ‘anyone who can afford to pay for this service is our client’, you are already filtering your market.
And that’s what they failed to do. They didn’t have a specific user in mind, they didn’t know how much they could pay and they didn’t know where to find these potential clients.
You have to KNOW who your clients are, who can purchase your product, what their needs are, how much they can pay for your product or service. And, if your budget allows it, get a trained person to research and acquire this information. A marketing specialist if possible.
Again, it looks like we repeated the same lesson that we talked about in the first topic: get the right person for the job.
Next: Reported speech.