The Experience IS
the Marketing
NAGAP - New York City - 2009
Jeff Kallay Experience Evangelist
Take-away:
The Experience IS the marketing
We’re craving authenticity
Stories render authencity
Great ex...
Remember:
“The experience is
the marketing!”
Your first trip to, or favorite
Walt Disney World or
Disneyland memory?
Are you one of the weekly
40 million that “makes it
your drink” at Starbucks?
Welcome to the
Experience Economy
Pine & Gilmore
Experience Economy WOW
on
Experiences
ssi
...
Experiences = Memories
Experiences are the norm
for Millennials and their parents
-raised on technology and the web
-“want what
they want
whe...
American Girl
Raceline Motorworks
Forth & Towne
JDV Hotels
1154 Lill Studio
Coca-Cola Red Lounge
Cereality
Apple Store
Experience marketing
is about:
1. Repelling commoditization
2. Charging a premium price
3. Persuading consumers t...
The experience is higher
education marketing
Arts & Science Group Student Poll 2004
The experience is higher
education marketing
-84% use the web most heavily in
researching colleges
-71% say the ca...
The experience is higher
education marketing
-84% use the web most heavily in
researching colleges
-71% say the ca...
“College is the new high
school and graduate school
is the new college.”
Adrienne Bartlett, TargetX
Higher Education is the
experience economy: 4 E’s
Absorption
E...
Integrate the four E’s
Higher Education is the experience economy: 4 E’s
Abso...
Craft a mini graduate experience
- Customize the Experience
We all want what we want - accommodate the various
levels of...
Craft a mini graduate experience
- Customize the Experience
We all want what we want - accommodate the various
levels of...
Craft a mini campus experience
- Engage ALL the senses
“83% of marketing appeals to sight, leaving a paltry 17%
to the oth...
Craft a mini graduate experience
- Mix in the memorabilia - “ticket stub”
California Lutheran University
Set the expectation
- Before guests arrive (online, email, & mail)
- Explain route (will and won’t be seen)
...
Spend no money
- Engage the “sense of the butt”
Millsaps College Albright College
Hamps...
Tell stories not statistics
- Stories render authenticity
Hendrix College
Le...
Reveal your school’s nomenclature
Keep it real - do what’s authentic to
your campus and experience
Millsaps Co...
Do you have a signature moment?
Cerritos Public Library Albright College Westmont College
...
Mystery shop your tour
(and your competitors)
The Ohio State University
Remember:
“We’re craving
authenticity”
Brand Analogy
Car
Restaurant
Retailer
Bring Back the Love
Generational
Shift
GI Generation (84-107)
Silent Generation (66-83)
Baby-Boomers (48-65)
Generation X (27-47)
Millennials (7-26)
...
Marketing Immunity
3,000-5,000 Daily Messages
Neurological Blockades
The Persuaders
64%
Believe Advertising is “Dishonest” or “Unrealistic”
Consumers 18-65 years old, Ad Age 2006
Authenticity
The new consumer demand
“We are searching to get a
grip on what counts for
people ...
Availability
Cost
Quality
Authenticity
Quality.
No Longer Differentiates
Difficult to Define in Higher Education
Everyone Looks the Same
Colleges not being true to themselves (inauthentic)
A “me-too” product development philosophy
...
1980’s Marketing
1990’s Branding
2000’s Authenticity
I’m an OK lover, but
afterwards I like to
Me too!
snuggle and talk.
...
Brands are
Mirrors.
Branding only works when it’s authentic.
We purchase on the basis of conforming to self...
“I visited and it
felt right!”
Authenticity
The new consumer demand
“America has toxic levels
of inauthenticity.
Ti...
Inauthenticity
That is the fundamental problem
with advertising: it’s a phoniness
generating machine.
Inauthenticity
The easiest way to be perceived
as phony is to advertise things
you are not.
Inauthenticity
Most higher education marketing
renders inauthenticity!
Honest College Ad - from collegehumor.com
Rendering
Authenticity
“Stop saying what your offerings
are through advertising and start
creating places--perm...
Know who you are
Don’t try to be all things to all people
The Ohio State University
Say who you are
Draw a line in the sand
Baylor University
Keep it real
SACAC 2008 Survey of 200+ high school seniors
“I believe that imperfections show character. That's what...
Reroute beyond amenities
Don’t just show the showcase
If you’re afraid to say (or show) it,
say (or show) it
Hop on the Cluetrain (talk with, not at)
quot;Markets are conversations.
Markets consist of human beings, ...
Champion stories (not statistics)
St. Edward’s University
Building Brand Recognition
Hasn’t Been Harder
Don’t think Branding
Think Storytelling
Remember:
“Stories render
authenticity”
Storytelling is in our blood
“I am a man, and men are
animals who tell stories.”
Clive Barker
Stories are how most
of us learn
Visual
(logo)
10% Details
(body copy)
20%
To the point Story
(headl...
Three type of stories
1. Discovery and
coming of age
2. Conflict and
resolution
“message from ben and matt”
3. Illustration
Quote
Find your stories by asking
questions (and by listening)
Questions that answer the
wants not the needs of your
various audiences
Needs are practical and
objective, wants are
irrational and subjective
Tell the truth and
keep it real
Remember:
“Great experiences
are anchored in
storytelling”
Buy the book and listen on the web
Story Telling Scale
Engagement on 1-10 (highest)
10 our
(shared experience)
8 your
6 mine
4...
Today the most most
important conversation is
not the marketing
monologue but the
dialogue between your
aud...
You have to give people the
tools to create their own
stories, memories, and
experiences
Talk with, not at
Sharing & Connecting
Web 2.0 is about making connections & sharing
Thoughts. Pictures. Videos. Places. Products.
Generational Online Activity Differences
100
75
50
25
0
12-17 18-28 29-40 ...
Top 10 Web Sites Ages 17-25
Youth Trends and eMarketer.com, October 2006
...
High School Students: College Website Activity Discrepancies
Activity ...
99%
Join Facebook Groups Before Arriving on Campus
Amherst College IT Study, 2008
“In the era of social media, people use technologies
to get what they need from each other, not
traditi...
“Word of Mouse”
The Participation Age
Listen and Observe
Be Transparent
Give up Some Control
Participate Yourself
You must design the customer experience
or the customer will design it for you.
Tom Peters
Jeff’s Bookshelf
Download Session PDF
www.targetx.com>click “iThink Blog”>Presentation Slides
The Experience IS
the Marketing
NAGAP - New York City - 2009
Jeff Kallay Experience Evangelist
NAGAP Experiences2009
NAGAP Experiences2009
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NAGAP Experiences2009

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Published on: Mar 3, 2016
Published in: Education      
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Transcripts - NAGAP Experiences2009

  • 1. The Experience IS the Marketing NAGAP - New York City - 2009 Jeff Kallay Experience Evangelist
  • 2. Take-away: The Experience IS the marketing We’re craving authenticity Stories render authencity Great experiences are anchored in stories
  • 3. Remember: “The experience is the marketing!”
  • 4. Your first trip to, or favorite Walt Disney World or Disneyland memory?
  • 5. Are you one of the weekly 40 million that “makes it your drink” at Starbucks?
  • 6. Welcome to the Experience Economy Pine & Gilmore
  • 7. Experience Economy WOW on Experiences ssi gre ro cP mi Text no Service co fE yo r eo Th Industrial Agrarian
  • 8. Experiences = Memories
  • 9. Experiences are the norm for Millennials and their parents -raised on technology and the web -“want what they want when they want it”
  • 10. American Girl
  • 11. Raceline Motorworks
  • 12. Forth & Towne
  • 13. JDV Hotels
  • 14. 1154 Lill Studio
  • 15. Coca-Cola Red Lounge
  • 16. Cereality
  • 17. Apple Store
  • 18. Experience marketing is about: 1. Repelling commoditization 2. Charging a premium price 3. Persuading consumers to pay when they never did before 4. Selling “Memories”
  • 19. The experience is higher education marketing Arts & Science Group Student Poll 2004
  • 20. The experience is higher education marketing -84% use the web most heavily in researching colleges -71% say the campus visit is the most trusted source of information Eduventures 2007 Survey of 7,867 High school junior and seniors. Reported in The Chronicle of Higher Education “Prospective Students Rely on Campus Visits and Web Sites to Learn About Colleges, Report Says”
  • 21. The experience is higher education marketing -84% use the web most heavily in researching colleges -71% say the campus visit is the most trusted source of information Eduventures 2007 Survey of 7,867 High school junior and seniors. Reported in The Chronicle of Higher Education “Prospective Students Rely on Campus Visits and Web Sites to Learn About Colleges, Report Says”
  • 22. “College is the new high school and graduate school is the new college.” Adrienne Bartlett, TargetX
  • 23. Higher Education is the experience economy: 4 E’s Absorption Entertainment Education Passive Participation Active Participation Esthetic Escape Immersion Strategic Horizons, LLP
  • 24. Integrate the four E’s Higher Education is the experience economy: 4 E’s Absorption Entertainment Education Passive Participation Active Participation Esthetic Escape Immersion Strategic Horizons, LLP
  • 25. Craft a mini graduate experience - Customize the Experience We all want what we want - accommodate the various levels of interest of guests to your campus - Eliminate negative cues - Accent positive cues - Look for missed cues Elon University
  • 26. Craft a mini graduate experience - Customize the Experience We all want what we want - accommodate the various levels of interest of guests to your campus - Eliminate negative cues - Accent positive cues - Look for missed cues Elon University
  • 27. Craft a mini campus experience - Engage ALL the senses “83% of marketing appeals to sight, leaving a paltry 17% to the other senses. Surprisingly, smell is the second most important sense after sight, and not sound. In fact, 75% of all emotional connections are based on smell.” Adweek review of Brand Sense Centre College The Ohio State University
  • 28. Craft a mini graduate experience - Mix in the memorabilia - “ticket stub” California Lutheran University
  • 29. Set the expectation - Before guests arrive (online, email, & mail) - Explain route (will and won’t be seen) Map courtesy of Lenoir-Rhyne College and Sketches
  • 30. Spend no money - Engage the “sense of the butt” Millsaps College Albright College Hampshire College Saint Joseph’s University
  • 31. Tell stories not statistics - Stories render authenticity Hendrix College Lenoir-Rhyne College Albright College
  • 32. Reveal your school’s nomenclature Keep it real - do what’s authentic to your campus and experience Millsaps College California Lutheran University
  • 33. Do you have a signature moment? Cerritos Public Library Albright College Westmont College Millsaps College Hampshire College Ursuline College
  • 34. Mystery shop your tour (and your competitors) The Ohio State University
  • 35. Remember: “We’re craving authenticity”
  • 36. Brand Analogy Car Restaurant Retailer
  • 37. Bring Back the Love
  • 38. Generational Shift
  • 39. GI Generation (84-107) Silent Generation (66-83) Baby-Boomers (48-65) Generation X (27-47) Millennials (7-26) Homeland? (0-6)
  • 40. Marketing Immunity 3,000-5,000 Daily Messages Neurological Blockades
  • 41. The Persuaders
  • 42. 64% Believe Advertising is “Dishonest” or “Unrealistic” Consumers 18-65 years old, Ad Age 2006
  • 43. Authenticity The new consumer demand “We are searching to get a grip on what counts for people in their personal and business lives.” Pine and Gilmore’s website
  • 44. Availability Cost Quality Authenticity
  • 45. Quality. No Longer Differentiates Difficult to Define in Higher Education
  • 46. Everyone Looks the Same Colleges not being true to themselves (inauthentic) A “me-too” product development philosophy Leadership not providing clear vision
  • 47. 1980’s Marketing 1990’s Branding 2000’s Authenticity
  • 48. I’m an OK lover, but afterwards I like to Me too! snuggle and talk. AUTHENTICITY
  • 49. Brands are Mirrors. Branding only works when it’s authentic. We purchase on the basis of conforming to self-image.
  • 50. “I visited and it felt right!”
  • 51. Authenticity The new consumer demand “America has toxic levels of inauthenticity. Time Magazine Report
  • 52. Inauthenticity That is the fundamental problem with advertising: it’s a phoniness generating machine.
  • 53. Inauthenticity The easiest way to be perceived as phony is to advertise things you are not.
  • 54. Inauthenticity Most higher education marketing renders inauthenticity!
  • 55. Honest College Ad - from collegehumor.com
  • 56. Rendering Authenticity “Stop saying what your offerings are through advertising and start creating places--permanent or temporary, physical or virtual, fee-based or free--where people can experience what those offerings, as well as your enterprise, actually are.”
  • 57. Know who you are Don’t try to be all things to all people The Ohio State University
  • 58. Say who you are Draw a line in the sand Baylor University
  • 59. Keep it real SACAC 2008 Survey of 200+ high school seniors “I believe that imperfections show character. That's what I was looking for in a college. A school that seemingly has no flaws during a one hour information session (or tour) not only stands out negatively, but it comes off as bland and ordinary.” Read the complete survey results Password: sacac
  • 60. Reroute beyond amenities Don’t just show the showcase
  • 61. If you’re afraid to say (or show) it, say (or show) it
  • 62. Hop on the Cluetrain (talk with, not at) quot;Markets are conversations. Markets consist of human beings, not demographic sectors. Conversations among human beings sound human. They are conducted in a human voice. University of Texas American University
  • 63. Champion stories (not statistics) St. Edward’s University
  • 64. Building Brand Recognition Hasn’t Been Harder
  • 65. Don’t think Branding Think Storytelling
  • 66. Remember: “Stories render authenticity”
  • 67. Storytelling is in our blood
  • 68. “I am a man, and men are animals who tell stories.” Clive Barker
  • 69. Stories are how most of us learn
  • 70. Visual (logo) 10% Details (body copy) 20% To the point Story (headline or (photo and chart) caption) 20% 50%
  • 71. Three type of stories
  • 72. 1. Discovery and coming of age
  • 73. 2. Conflict and resolution
  • 74. “message from ben and matt”
  • 75. 3. Illustration
  • 76. Quote
  • 77. Find your stories by asking questions (and by listening)
  • 78. Questions that answer the wants not the needs of your various audiences
  • 79. Needs are practical and objective, wants are irrational and subjective
  • 80. Tell the truth and keep it real
  • 81. Remember: “Great experiences are anchored in storytelling”
  • 82. Buy the book and listen on the web
  • 83. Story Telling Scale Engagement on 1-10 (highest) 10 our (shared experience) 8 your 6 mine 4 others
  • 84. Today the most most important conversation is not the marketing monologue but the dialogue between your audience
  • 85. You have to give people the tools to create their own stories, memories, and experiences
  • 86. Talk with, not at
  • 87. Sharing & Connecting Web 2.0 is about making connections & sharing Thoughts. Pictures. Videos. Places. Products.
  • 88. Generational Online Activity Differences 100 75 50 25 0 12-17 18-28 29-40 41-50 51-59 60-69 70+ Send Email Instant Message Research a School Text Message Read Blogs Pew Internet and American Life, 2005
  • 89. Top 10 Web Sites Ages 17-25 Youth Trends and eMarketer.com, October 2006 Females Males Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN
  • 90. High School Students: College Website Activity Discrepancies Activity Do Want Financial Aid Estimator 24% 90% Online Application 22% 86% IM with Counselor 6% 70% Campus Visit Request 25% 84% Tuition Calculator 33% 88% Faculty Profile 26% 69% Student Profile 31% 63% Forwarded Page 34% 63% Online Survey 50% 72% Personalize Site 39% 58% Inquiry Form 72% 73% Navigating Toward E-Recruitment, Noel-Levitz, Inc.
  • 91. 99% Join Facebook Groups Before Arriving on Campus Amherst College IT Study, 2008
  • 92. “In the era of social media, people use technologies to get what they need from each other, not traditional institutions.” Groundswell: Winning in a World Transformed by Social Technologies ,2008, Harvard UP Charlene Li & Josh Bernoff
  • 93. “Word of Mouse”
  • 94. The Participation Age Listen and Observe Be Transparent Give up Some Control Participate Yourself
  • 95. You must design the customer experience or the customer will design it for you. Tom Peters
  • 96. Jeff’s Bookshelf
  • 97. Download Session PDF www.targetx.com>click “iThink Blog”>Presentation Slides
  • 98. The Experience IS the Marketing NAGAP - New York City - 2009 Jeff Kallay Experience Evangelist