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
NAGAP Experiences2009
NAGAP Experiences2009
NAGAP Experiences2009
NAGAP Experiences2009
NAGAP Experiences2009
NAGAP Experiences2009
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NAGAP Experiences2009

  1. 1. The Experience IS the Marketing NAGAP - New York City - 2009 Jeff Kallay Experience Evangelist
  2. 2. Take-away: The Experience IS the marketing We’re craving authenticity Stories render authencity Great experiences are anchored in stories
  3. 3. Remember: “The experience is the marketing!”
  4. 4. Your first trip to, or favorite Walt Disney World or Disneyland memory?
  5. 5. Are you one of the weekly 40 million that “makes it your drink” at Starbucks?
  6. 6. Welcome to the Experience Economy Pine & Gilmore
  7. 7. Experience Economy WOW on Experiences ssi gre ro cP mi Text no Service co fE yo r eo Th Industrial Agrarian
  8. 8. Experiences = Memories
  9. 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. 10. American Girl
  11. 11. Raceline Motorworks
  12. 12. Forth & Towne
  13. 13. JDV Hotels
  14. 14. 1154 Lill Studio
  15. 15. Coca-Cola Red Lounge
  16. 16. Cereality
  17. 17. Apple Store
  18. 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. 19. The experience is higher education marketing Arts & Science Group Student Poll 2004
  20. 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. 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. 22. “College is the new high school and graduate school is the new college.” Adrienne Bartlett, TargetX
  23. 23. Higher Education is the experience economy: 4 E’s Absorption Entertainment Education Passive Participation Active Participation Esthetic Escape Immersion Strategic Horizons, LLP
  24. 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. 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. 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. 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. 28. Craft a mini graduate experience - Mix in the memorabilia - “ticket stub” California Lutheran University
  29. 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. 30. Spend no money - Engage the “sense of the butt” Millsaps College Albright College Hampshire College Saint Joseph’s University
  31. 31. Tell stories not statistics - Stories render authenticity Hendrix College Lenoir-Rhyne College Albright College
  32. 32. Reveal your school’s nomenclature Keep it real - do what’s authentic to your campus and experience Millsaps College California Lutheran University
  33. 33. Do you have a signature moment? Cerritos Public Library Albright College Westmont College Millsaps College Hampshire College Ursuline College
  34. 34. Mystery shop your tour (and your competitors) The Ohio State University
  35. 35. Remember: “We’re craving authenticity”
  36. 36. Brand Analogy Car Restaurant Retailer
  37. 37. Bring Back the Love
  38. 38. Generational Shift
  39. 39. GI Generation (84-107) Silent Generation (66-83) Baby-Boomers (48-65) Generation X (27-47) Millennials (7-26) Homeland? (0-6)
  40. 40. Marketing Immunity 3,000-5,000 Daily Messages Neurological Blockades
  41. 41. The Persuaders
  42. 42. 64% Believe Advertising is “Dishonest” or “Unrealistic” Consumers 18-65 years old, Ad Age 2006
  43. 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. 44. Availability Cost Quality Authenticity
  45. 45. Quality. No Longer Differentiates Difficult to Define in Higher Education
  46. 46. Everyone Looks the Same Colleges not being true to themselves (inauthentic) A “me-too” product development philosophy Leadership not providing clear vision
  47. 47. 1980’s Marketing 1990’s Branding 2000’s Authenticity
  48. 48. I’m an OK lover, but afterwards I like to Me too! snuggle and talk. AUTHENTICITY
  49. 49. Brands are Mirrors. Branding only works when it’s authentic. We purchase on the basis of conforming to self-image.
  50. 50. “I visited and it felt right!”
  51. 51. Authenticity The new consumer demand “America has toxic levels of inauthenticity. Time Magazine Report
  52. 52. Inauthenticity That is the fundamental problem with advertising: it’s a phoniness generating machine.
  53. 53. Inauthenticity The easiest way to be perceived as phony is to advertise things you are not.
  54. 54. Inauthenticity Most higher education marketing renders inauthenticity!
  55. 55. Honest College Ad - from collegehumor.com
  56. 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. 57. Know who you are Don’t try to be all things to all people The Ohio State University
  58. 58. Say who you are Draw a line in the sand Baylor University
  59. 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. 60. Reroute beyond amenities Don’t just show the showcase
  61. 61. If you’re afraid to say (or show) it, say (or show) it
  62. 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. 63. Champion stories (not statistics) St. Edward’s University
  64. 64. Building Brand Recognition Hasn’t Been Harder
  65. 65. Don’t think Branding Think Storytelling
  66. 66. Remember: “Stories render authenticity”
  67. 67. Storytelling is in our blood
  68. 68. “I am a man, and men are animals who tell stories.” Clive Barker
  69. 69. Stories are how most of us learn
  70. 70. Visual (logo) 10% Details (body copy) 20% To the point Story (headline or (photo and chart) caption) 20% 50%
  71. 71. Three type of stories
  72. 72. 1. Discovery and coming of age
  73. 73. 2. Conflict and resolution
  74. 74. “message from ben and matt”
  75. 75. 3. Illustration
  76. 76. Quote
  77. 77. Find your stories by asking questions (and by listening)
  78. 78. Questions that answer the wants not the needs of your various audiences
  79. 79. Needs are practical and objective, wants are irrational and subjective
  80. 80. Tell the truth and keep it real
  81. 81. Remember: “Great experiences are anchored in storytelling”
  82. 82. Buy the book and listen on the web
  83. 83. Story Telling Scale Engagement on 1-10 (highest) 10 our (shared experience) 8 your 6 mine 4 others
  84. 84. Today the most most important conversation is not the marketing monologue but the dialogue between your audience
  85. 85. You have to give people the tools to create their own stories, memories, and experiences
  86. 86. Talk with, not at
  87. 87. Sharing & Connecting Web 2.0 is about making connections & sharing Thoughts. Pictures. Videos. Places. Products.
  88. 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. 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. 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. 91. 99% Join Facebook Groups Before Arriving on Campus Amherst College IT Study, 2008
  92. 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. 93. “Word of Mouse”
  94. 94. The Participation Age Listen and Observe Be Transparent Give up Some Control Participate Yourself
  95. 95. You must design the customer experience or the customer will design it for you. Tom Peters
  96. 96. Jeff’s Bookshelf
  97. 97. Download Session PDF www.targetx.com>click “iThink Blog”>Presentation Slides
  98. 98. The Experience IS the Marketing NAGAP - New York City - 2009 Jeff Kallay Experience Evangelist

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