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Photography Education Courses sponsored by Sony
Nic Rossmüller : May 28th 2006 - 14:05 CET
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 Photography Education Courses sponsored by Sony : Powered, Inc., the leading provider of online consumer education programs for Global 2000 brands, today announced the successful completion of a series of ten online educational courses for iVillage. In three months, the free, instructor-led courses attracted nearly 100,000 visitors eager to learn about such topics as digital photography, scrapbooking, and keeping your kids safe on the Internet. Upon completion, over 90% of students stated they would enroll in another course, and 91% would recommend iVillage online courses to a friend. The free courses were a boon for consumers, which Sony Electronics underwrote as part of its educational outreach for women and technology.
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 Sony email program
Also, it made relevant products available for purchase throughout the duration of the course. Some 70% of site users elected to opt into Sony's email program upon registration, and more than a quarter of all students clicked through from a course to various Sony Electronics micro-sites. Nearly one-third of users stated completing the courses increased their purchase consideration of Sony products, and more than 15% purchased a product as a result.
Dave Ellet about advertising
"Online consumer education is a new channel for marketers and allows global companies like Sony to increase brand loyalty and market their products in a positive way," said Dave Ellett, Chairman and CEO of Powered. "Our success with Sony and iVillage is proof that consumers prefer, and respond to, less intrusive forms of advertising. Leaders like Sony are paving the way in this new and exciting form of marketing, and the results have far exceeded expectations."
Consumer buying behavior
The program was designed, developed and hosted in partnership with Powered. Lessons were posted twice a week, on Mondays and Thursdays, and remained accessible 24 / 7 until the course end date. Students could interact with expert instructors to answer questions while taking the courses. Powered also delivered a comprehensive set of insights on user activity, giving both Sony and iVillage access to a wealth of information about consumer buying behavior.
Scrapbooking and digital photography
"Through our partnership with Sony and Powered, we were able to offer our community members instructional information about popular topics like digital photography and scrapbooking," said Peter Naylor, senior vice president of sales at iVillage. "We were happy to provide a valued service to our community, while at the same time allowing our sponsor Sony to educate potential buyers about their products in a manner that was beneficial to the consumer."
About Powered
We build and manage destination sites that use education as a means to acquire, drive revenue from, and build loyalty with end customers. We've helped our clients reach a substantial audience, deliver hundreds of millions of permission-based marketing impressions, and drive tens of millions in product sales.
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