Stop Training, Start Marketing - Jessica Payne

good afternoon everybody I'm Jessica and I'm the marketing director of twisting sharp media we have created awareness campaigns using videos ambient media and the power of comedy so I want to talk to you about doing something different in your training so when I think about the kind of training I received before I came into the security industry this is going back about five years ago now I thought about what kind of how did that make me feel what did I do and one particular memory really sticks out to me I was working at Volvo now-familiar it was two days before the end of the month very busy time all I'm thinking about I need to hit my target I don't

need to think about anything else but hit mine and my team's target I get that dreaded phone call from my management saying you've got to do your training why have you not done it try and argue it out can I just give me a couple of more days I'll do it then it's too late you've got to do it now so I'm forced into doing this annual training that comes around once a year sitting there it's boring straight away I don't want to be doing this right now I'm looking at all this information I'm skimming through it I'm not actually engaged with what I'm reading I'm guessing a lot of the questions I'm thinking about does this really make me

engaged am I remembering any of these points no not really I don't remember anything that I took away from that training back then so when I started thinking about what are people doing out there to get a message that nobody really wants to listen to what people doing to help get that message across so I came across this

300 surely will be winning our way to your next port of call but before we lift off we'd like to give you what we call the bare essentials our safety aboard this flight even if you fly with us quite a lot we'd appreciate it if you take a second look poor baggage shall be tucked away over here or under the seat in front of you we require all passengers to follow a crew member instructions in light of science if we happen to switch on the seatbelt sign please return to your seat and fasten your seat belt not so tight as to lose the feeling in your legs but enough to ensure that it's snug and that's low across your hips we

recommend you keep your seatbelt fastened throughout the flight but if you do need to get up and do the seat belt by lifting the flip the production mass does drop down in front of you don't stop to ask why oh boy if you could have fun in another color simply pull down on the mask face okay noise and mouth in tighten by pulling on both sides of the elastic now did you all see what was going on there they were all completely naked so I remember the first time seeing this video you're looking you're looking again yeah they're naked I'm engaged what's going on what they're trying to say but you're getting the message as well because you're engaging

in it it's something different now the person behind this for the lady called Jody Williams she was a person that launched this big campaign now Air New Zealand were the people that created it it was called bare essentials to safety that got 7 million views in 2009 for a safety video Berryman New Zealand alone only has under five million in population it proves this Gwent a global people went out there looking for something found something different so it wasn't just watching it on a plane it got people engaged I love this quote that she talks about because it wasn't just about having a video it was about marketing a camp doing something different you know in

your teams you're probably working with internal comms communications people that are helping bring out your campaigns internally they're the people you want on your side they're the people that already are doing communications all the time so if you're running training make friends with these people they're going to help your training more engaging so when I think about marketing I think why do we do marketing why is it important well it's about changing behavior it's about stopping and getting people's attention it's about trying to do something different to get the same message across so when I look at this particular picture you've probably seen many of these pictures the recycling pictures they all have changed behavior over time

you know now if you've got a plastic bottle and you're thinking and he's go put that in a bin you go to put that in the general waste somebody probably will stop being so old recycling is just there because people have made a choice you want to be part of that culture and it's the same thing with you guys in your training you're trying to get people to make the right choice but it's how you're making that right choice so again when you're asking your employees to do something different for them you're asking them to come away from their day-to-day job the thing that they're paid to do the thing to them that's the most important thing you're

asking them to do something different they don't see the point they don't see the relevance they don't know why any of this matters to them why security that's not my job that's what I tease therefore I hear that all the time I was one of those naive people that used to say that but going back to my story is because of the kind of training I used to receive I didn't understand it it made no sense to me so when you think thinking about relevance how can we make security relevant to your employees what they really care about well they're thinking about finances family so when you're thinking about their family if you're thinking about keeping their family safe

they're more likely to lean in so if you're doing training and things that they can carry on at home for example if you're trying to find information at home what you're doing what your family members doing they're looking on YouTube most likely they're not reading a manual of loads of information they're doing in a very different way if you're teaching them about how to keep their children safe on social media the likely it is they'll lean into that training but then they also might lean into the other stuff that you're trying to teach them about keeping the company safe it's trying to make that relevance connection as well so they don't just see it as

it's just a work thing now when we talk about lots of information you can see that you're skimming through it now just trying to get that information you're taking all of that information in studies show that you only actually take in 20 percent of what you read what about now if you're remembering key points you're not remembering all of that but whatever I told you if you put a visual in front of somebody same information but a visual way the likely it is you're going to remember it because you remember in ninety percent of visual stuff so looking at that marriage taking ten percent away from it you can still work out what that image

is Rawdon really reading the content that you've previously seen that's a simpler way of seeing it like your brain will just work it out if he was trying to think of a word and some of the words were looked up in the middle your brain would automatically try and work out what that word is rather than lots of information being shown to you so for me we ran campaigns with lots of different organizations and this is some of the feedback if it's done well and they lean into the marketing we had companies doing things with large character k'tau they put posters around the place they showed videos fair enough a huge humor but they did something different and

when they did this this is the kind of feedback that our security date team got from their employees they're talking about fun engagement people have learned something that's what we're here to do the security people you're there to teach them these things you're the experts that make it fun I know that's hard to say in security but try and make it fun make it relatable to them so three things to take away from today I want you to be brave try something different don't give them a manual to read and expect them to remember everything or to care make friends with you internal comms they already market your team already you want them onside they will help you

if you go and speak to them early they will help you get that marketing campaign going and finally just make it relatable think of different ways that you can help them make it relatable and finally if you look at these two images you're saying what would you prefer to do if you're explaining something to somebody in your home life a friend a family and you were telling them something about security how would you do that would you give them a document with lots of information on or would you give them a visual or maybe a video I know which one I choose thank you [Applause] any questions