Using Learning Management Systems to Enhance Customer Experiences and Nurture Brand Ambassadors

How A Learning Management System can help your outdoor, Fitness or lifestyle brand

Want to learn how to use an e-learning platform, aka a learning management system, to enhance your customer’s experience and nurture brand ambassadors?  Well with the holidays coming, and concerns still looming about the pandemic, you can bet many shoppers will be spending their time online. 

So, in preparation for this, we’ve helped a few of our clients deliver content like videos and education courses in a fun and memorable way, and for viewing in the comfort of their own homes! 

In addition, there are now many affordable and easy-to-use learning management systems that can help you not only educate consumers, but also open up new revenue streams for your business.  

What is a learning management system or LMS?

First, LMS is an acronym for Learning Management System, but you may have heard this called online education, e-learning, virtual classroom, etc.  This system, or software application, allows you to manage and deliver e-learning content like videos, courses and quizzes.

In addition, an LMS will usually include in its functionality:

• e-commerce capabilities to allow for purchasing of courses/memberships
• track student registration and course progression
• ability to message course registrants to share assignments and feedback
• 3rd party tools to extend the LMS’s capability

Before we dive in, if you have a question that can’t wait, let’s chat.

AN Example of an LMS used in the Outdoor Industry

A great example of an LMS begin used in the outdoor industry to create more knowledgeable brand ambassadors?  Expert Voice. 

How does it work?  First, dozens of outdoor and lifestyle brands like Black Diamond, Camp Chef, or DaKine provide content in the form of videos, text, and imagery.  Second, they’ll provide multiple choice questions to test the knowledge of someone that has read through the content or watched the videos.

Next, the content is organized within Expert Voice’s LMS, and once the customer passes all the quizzes, they ‘unlock’ a greater discount on their favorite brands. 

Expert Voice is currently available to outdoor industry professionals such as mountain guides, retail shop employees, ski resort personnel, and brand ambassadors.  And, below is an example of how Mammut is using Expert Voice to create, well, experts.  

Who should be using a learning management system or LMS?

You might be surprised at the types of outdoor, lifestyle, health and wellness brands that can benefit from an LMS.  Therefore, don’t eliminate a learning management system as a digital marketing strategy without doing your research.

Think creatively about the services you offer.  Could all or part of those services be delivered on-line?  If the answer is yes, an online learning tool might be right for you.

We’ve also seen the trend to build online courses, and e-learning resources grow as COVID-19 safety concerns have impacted small businesses.

So, if you are delivering education-based content or want to grow a brand ambassador program, you can benefit from using an LMS.

Case Studies of Outdoors, Health and Wellness Brands that Use an LMS

What benefits does an LMS provide for a small business?

Major benefits to using a learning management system

 Monetization

Most LMS platforms have user registration and payment functionality built into them.  Therefore, as soon as your course or program is ready to go live, you can start registering students and monetizing your services. 

As an example, one of our clients, the American Avalanche Institute (AAI), uses an LMS to provide avalanche education at a rate that’s very cost-effective for the average skier or snowboarder.  $30 compared to an in-person course, which starts at almost $400.  It certainly does not replace the fieldwork you would do in-person, however, it gives AAI customers a great introduction to snow safety. 

In addition, the LMS provides the American Avalanche Institute with potential new customers that may pay for a more extensive course in the future. 

Scalability

If the program you want to create is 100% online, you can scale it quickly.  And, without much additional effort.  Even if your business model requires some hybrid of online and in-person interaction.

Therefore, hosting your services in an e-learning environment allows you to be more efficient.  In addition, you decrease the need for 1:1 interaction with your frontline staff.

Customer & Client Engagement

First, if you use a webpage(s) to deliver your educational content, here’s one of the first challenges you’ll run into: Content organization and flow.

LMS platforms were built with these challenges in mind.  Therefore, e-learning software platforms do an excellent job of providing a framework for you to organize your content and create a great user experience.

Second, an online learning application provides the opportunity to create and manage virtual events.  So if you have thoughts of teaching a virtual fitness class, or hosting an online product demo, using an LMS is beneficial.  Here’s more ideas for what kinds of virtual events you can host through a learning management system.

Third, we love using learning management systems to create more engaged and knowledgeable brand ambassadors.  Read more about our work building brand ambassador programs for athletes and outdoor brands. 

LMS Pricing and time commitment

Learning Management System Platform fees & setup

Costs for a new LMS can vary from a few hundred dollars to a few thousand of dollars.  This would increase significantly for a fully custom LMS solution. 

However, costs to purchase and build out an e-learning tool have come down a lot over the last few years.  And, there are many feature-rich affordable options for the small business owner to choose from.

We recently used the LearnDash WordPress plugin to build engaging learning environments for Catalyst PT & Wellness.  Why?  It is a fraction of the cost of most other tools.  In addition, LearnDash is used by some big names in Higher Education and corporate America.  This provides a huge degree of confidence for our clients.

Regardless of what e-learning technology tools you choose, there will be development and integration requirements.  Let’s hop on a call with you and/or your website manager before you decide on which LMS platform to use.  

 Content Production

Content production will be where you will spend the most time and energy as you start to build out courses.  Even if you already have a ton of great content about your latest snowboard design or mountain bike glove, it will still need to be organized into a comprehensible structure for your users. 

As an example, if you want to use an LMS to teach a class on how to take better photos or videos using a smart phone, you’ll need to create a content library with step-by-step images or videos that relate, and write out the copy and quiz questions to progress the user through your course.

Either way, you should have a very clear outline of what kind of experience you want to create and the expected outcome. 

Marketing and Promotion

Once you have all the pieces in place, you’ll want to share the course offering with your current and potential customers.  So  you’ll need a distribution plan to launch across all of your channels: email, Facebook, YouTube, Instagram, website, industry publications, in-store, events, etc.  

Be sure to set aside some time, and budget, to create a marketing plan to promote this new online offering. 

Next up, what pitfalls and roadblocks you should watch out for.  However, if you have more questions about content production and distribution, check out our digital marketing services and let’s chart a course together!

What are the LMS roadblocks and pitfalls to watch out for?

Be Realistic with your Content Production Needs

Similar to home renovations, take a conservative estimate of the time and effort needed for content production.  Then, add an additional 20%!  Creating great content will require you, someone on your team, or your brand ambassadors to write copy, shoot photo or videos, and then design each step in the course. 

We can’t stress enough how important it is to dedicate a few hours each week to content production.  You and your brand ambassadors should be doing this already to help you generate better leads on your website.  But, if not, here’s a step-by-step guide we wrote to help you generate good content for your website, and in this case your LMS!

Still, no matter how well you plan, things will come up.  So, expect it to happen.  Just like when the contractor says he’ll be done in 2 weeks.  You know it’s gonna be more like 4.  Be prepared.  Experience has taught us a lot about content development.  So, if you’ve never done this before, this is where we’d recommend hiring a content writer. 

Don’t Let Perfection Be the Enemy of the Good

You’ve created an online course.  Developed the content.  And, you are almost ready to go.  But, you can’t seem to launch.  Why? Because every time you present your new e-learning course someone, they have just…one…more..change.  Sound familiar?

We see this type of launch paralysis.  A lot.  And, with all kinds of projects: websites, e-commerce platforms, blog posts, video editing, presentation decks, even social media posts!

Here is one way to get around your stagnation and push your online program live.  Once you have your content produced, have a beta testing phase built into your launch plan.  Beta testing is a big deal for feedback, but it also allows stakeholders or your boss to get used to real people interacting with your business in this new online environment.

After beta testers, create a list of those who will help you promote the new program- your champions.  Offer them VIP access.  Provide a big discount (40-70%) in exchange for them going through the course.  Ask them to provide feedback.  In addition, ask them to share the program with their network.  On social media.  Or, through a review or testimonial.  Be specific in what you expect for the discounted VIP rate, but make sure they are getting value. 

Once you’ve completed both steps, this will usually help everyone get comfortable with the idea of “launching” to a wider audience.

 Define a clear strategy and value proposition

You have to deliver value to your mountain biker, rock climber or skier.  If not, your course, and your brand ambassador program, won’t go anywhere.  Therefore, ensure you define, very clearly, what you are providing for your customers and brand ambassadors as soon as possible in this process.

As an example, the American Avalanche Institute moved most of their in-class training to an online environment due to concerns about COVID-19.  They will still provide field sessions for their students.  However, they can now provide the classroom portion in easily digestible online segments. 

In addition, with sales of backcountry touring equipment up over 300%, we’re predicting a big season for beginner backcountry travelers.  Therefore, AAI’s entry level course, Avalanche Fundamentals, is now completely online, and for just $30 bucks!

So, AAI is addressing concerns about classroom safety well before the start of their season.  And, increasing students’ level of comfort.  That is valuable.

The result?  The kick-off of their 20/21 season was by far their busiest to date!  Several courses were sold-out weeks after releasing the course schedule!

Final thoughts

We believe in the power of learning management tools to help small businesses like gyms, outdoor equipment, and apparel companies expand their offerings, educate their brand ambassadors, and better connect with their consumers.  And, create new revenue streams! 

Taking the steps to produce online courses and programs is a big investment.  Therefore, building out an LMS shouldn’t be done without a clear strategy.

That said, if you’ve done the research, and feel like an LMS might be something that is right for your business, please reach out.

 Let’s map out your e-learning strategy together!