One of the issues with which we routinely see organizations struggle is how to compete with free Webinars in their market place, or related, how to justify charging for some Webinars while offering others for free. One of the strategies we often suggest is to make use of the distinction between inform and perform training offered by Ruth Colvin Clark and Richard E. Mayer.
Clark and Mayer define inform programs as those that communicate information while perform programs build specific skills.[1] Using this distinction, “inform” Webinars – like the typical “subject matter expert shares basic information or news” model so common across the Webinar landscape might be offered for little or no charge to members. These can be positioned as a member benefit and as fulfilling the organization’s mission, and in most cases we recommend they carry no credit.
“Perform” Webinars, on the other hand, should offer a richer experience which might include, for example:
- Clearly stated learning objectives
- Increased interactivity through the use of self-checks, Q & A, real-time chat, and other activities
- Potentially, pre- and/or post-session interactions
- Meaningful supporting materials (e.g., job aids, templates)
- Scored assessments
- A trained, expert presenter
- Availability of continuing education credit
Some organizations fall into the distinction between inform and perform intuitively, but we feel it pays to pursue it consciously and overtly for a couple of reasons:
- Both within the organization and in the marketing of the product, the application of research-based terminology – inform and perform – helps make clear the additional value provided by the perform Webinars – value for which the organization should charge accordingly;
- Embracing these terms also ups the stakes for the perform Webinars and encourages the use of effective instructional design principles, meaningful training of speakers, and other elements that contribute to the delivery of consistently high value.
The inform/perform distinction represents one of those serendipitous instances where the language and principles of learning dovetail perfectly with the needs of marketing. If you aren’t already thinking about your Webinars along these lines, we highly recommend giving it a try.
Jeff
See also:
- Inform. Perform. Transform. What do your educational products do?
- If you want to sell it, don’t call it a Webinar
[1] Ruth Colvin Clark and Richard E. Mayer, e-Learning and the Science of Instruction (San Francisco: Pfeiffer, 2008), 17.
This post was originally published on the Tagoras blog on Aug 31, 2011.
Excellent suggestion, Jeff! The format distinctions and their match to the “free-or-fee” decision also align financially. It should cost an organization less to provide an information-driven Webinar than it would to plan and execute a “perform” Webinar.
If we think of the difference as “inform = what” and “perform = how” then there are also opportunities for doing first a free session — the what — followed by a fee-based session on the how. For example, an inform session could cover new regulations; a perform session could cover completing the requisite paperwork associated with it.
Do you agree that the “perform” should be focused on actual tasks that can be performed, rather than examples and case studies presented in a way that keeps the learning more passive than active? — unless the case studies are set up as activities so learners can practice performing the tasks being covered.
Ellen – Apologies for the slow reply. Busy times here at Tagoras central! Yes, I agree that some element of actual tasks should be involved, or at a minimum there should be a clear path for taking the information presented in the Webinar and applying it in the work environment – which I think is what the second part of your question is suggesting. Also, your point that inform Webinars will generally cost less to produce than the perform Webinars is a good addition – there are solid economic drivers for the suggested distinction in pricing.
Thanks for sharing your thoughts on this!
Jeff
I use Cathy Moore’s Action Mapping ™ model for designing PERFORM based courses or webinars. Is there a model that you can recommend for designing courses intended to INFORM an audience? I’ve been looking but can’t seem to find one.