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Have you heard of the bundle principle?

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What does it mean? It is a technique combining training and marketing. Above all, it targets freelance trainers and people offering training but who are not (yet) certified. Discover an effective launchpad, both low-cost and easy to use: the bundle.

What is a bundle?

The principle of a bundle is quite simple: several professionals get together to share their knowledge and propose a unique experience.

In the training world, a bundle corresponds to a group of trainers and/or experts who all intervene on a single specific subject. Each one contributes their experience and specific approach to together create exceptional content that is very rich.

The bundle can last for a session or can extend over several days. The format varies depending on the bundle creator: either the videos are pre-recorded or everyone discusses at the same time. Whatever the case, the bundle respects a guiding thread and the experts have prepared their presentations. Discussions with the public are facilitated via a chat or questions in the help section. The person at the origin of the bundle must remain available and concentrated on this project throughout its entire duration.

A bundle can exist alone or can be integrated into a training course. It can easily be conducted online thanks to videoconferencing software and the sharing of electronic documents.

As a learner, why follow a bundle?

Because it brings together lots of professionals from different backgrounds, a bundle is a veritable mine of diverse knowledge hard to find elsewhere. As well as sharing their own experience, the speakers can compare their points of view and give an overall picture of the subject.

The multidisciplinary nature of a bundle is useful for really addressing every aspect of a theme. Let’s take the example of a bundle on social media advertising. While trainers are, of course, very competent to deal with the subject, bringing together in the same room copywriters, experts in growth hacking, social network specialists and graphic designers is undeniably more interesting.

What is more, most of the speakers are unknown to the learner. What could be more valuable than stepping out of one’s close-knit circle to get another opinion, challenge one’s own practices and test other ways of working? A bundle also enables learners to discover new people and practices.

Financially, the bundle is a good opportunity. In most cases, a bundle offers a reasonable price for presentations that would individually be a lot more expensive. Bundles make knowledge more accessible.

Depending on the technical settings, some videos remain accessible for a long time, even for life. If the topic is very technical or if the learner jumped at the chance before being able to apply what they have learned, they will have access to the content for a long time after.

As a trainer, why take part in or launch a bundle?

Technically, a bundle is quick to create. You just need videoconferencing or video recording software. The bundle is not supposed to be a cinematographic work of art and does not require much visual preparation. As it is live, this concept makes great use of spontaneity; not everything needs to be written in advance.

As it is quick to run, a bundle is not very costly. The main investment is the software subscription. To save even more money, check if one of the speakers already has a license!

In reality, when used as an introduction to a course or in beta version, the bundle is a full-scale test. It enables you to fine-tune your arguments, adjust your content, enrich your examples and validate your community’s interest in it. It enables you to announce or prepare the launch of your new offer in a more convincing and accessible manner.

Sometimes, the bundle is an excellent way of addressing a subject that does not merit a full course: a particular technical aspect, getting started with a software program or focusing on a specific practice, for example. In a one-hour slot, you have time to delve into the subject without having to bring out the heavy marketing machinery.

If there is a seasonal aspect to your business, you no doubt need to fill in a few holes in your schedule or in your turnover. A bundle can help you jump-start a sluggish business. It requires little effort and enables you to reach new people: the winning formula for getting back up to speed.

The last advantage lies in the creation of a network via the bundle. When choosing your speakers, nothing prevents you from bringing in people from outside your circle: an expert you have been following, a professional that intrigues you or a colleague who has been recommended to you. This engaging communal experience can create real links and expand your world.

Similarly, your world also opens up to communities of learners. The marketing goal of a bundle is to enable everyone to reach more learners. When each expert promotes their participation, you attract more people and therefore more new people. If they are satisfied with your presentation, these new people then become prospects.

The rules of a bundle

A bundle that converts is a bundle that takes 3 points into account:

  • The homogeneous nature of the speakers. The speakers must be experts on the theme in question but not direct competitors. No-one wants to hear the same argument twice or empty content;
  • Preparation of the presentations. Yes to spontaneity, but don’t forget why you have all come together. Without a guiding thread, the presentation risks going off in all directions;
  • Communication. For a really interesting bundle, it is essential to provide a space for discussion between the learners and the speakers. When live, consider a chat. When using an asynchronous format, a group on social media or a special email address are effective.

The bundle can be a practical tool to use between two busy periods and is effective for announcing or launching a new course. Does the idea of organizing a bundle scare you? Try to take part in one first by keeping your ears open among peers and within your network. This will give you an idea of the format and the organizer will probably be thrilled to share their tips with you.


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