The Experience IS
  the Marketing
  The University of Texas System System Seminar 2008

          Jeff Kallay Experience E...
Take-away:
       We’re craving authenticity
        Stories render authencity
Great experiences are anchored in stories
Buy the book and listen on the web
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)
N...
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
64%
Believe Advertising is “Dishonest” or “Unrealistic”
                  Consumers 18-65 years old, Ad Age 2006
The new consumer demand

        “We are searching to get a
         grip on what counts for
         people in their pers...
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
1980’s   Marketing

1990’s   Branding
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!”
The new consumer demand

          “America has toxic levels
             of inauthenticity.

             Time Magazine R...
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
Authenticity
  “Stop saying what your offerings
  are through advertising and start
   creating places--permanent or
   te...
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
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
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




Send Email   Instant Message             Research a School            Text Me...
Generational Online Activity Differences
100




75




50




25




  0

       12-17       18-28       29-40           ...
Generational Online Activity Differences
100




75




50




25




  0

       12-17       18-28       29-40           ...
Generational Online Activity Differences
100




75




50




25




  0

       12-17       18-28       29-40           ...
Generational Online Activity Differences
100




75




50




25




  0

       12-17       18-28       29-40           ...
Generational Online Activity Differences
100




75




50




25




  0

       12-17       18-28       29-40           ...
Generational Online Activity Differences
100




75




50




25




  0

       12-17       18-28       29-40           ...
Females
Males
Top 10 Web Sites Ages 17-25
                            Youth Trends and eMarketer.com, October 2006




                 ...
Top 10 Web Sites Ages 17-25
                            Youth Trends and eMarketer.com, October 2006




                 ...
Top 10 Web Sites Ages 17-25
                            Youth Trends and eMarketer.com, October 2006




                 ...
High School Students: College Website Activity Discrepancies
         Activity                                            ...
High School Students: College Website Activity Discrepancies
         Activity                                            ...
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
Jeff’s Bookshelf
Find books and download session PDF
      www.targetx.com click “The Knowledge”
Click “Groups” to download PDF
      UT System Seminar 2008 Group
The Experience IS
  the Marketing
   The University of Texas System System Seminar 2008

 Jeff Kallay Experience Evangelis...
UT System "Stories"
UT System "Stories"
UT System "Stories"
UT System "Stories"
UT System "Stories"
UT System "Stories"
UT System "Stories"
UT System "Stories"
UT System "Stories"
UT System "Stories"
UT System "Stories"
UT System "Stories"
UT System "Stories"
Upcoming SlideShare
Loading in...5
×

UT System "Stories"

562

Published on

November 2009 Austin - UT System Seminar

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
562
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
13
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

UT System "Stories"

  1. 1. The Experience IS the Marketing The University of Texas System System Seminar 2008 Jeff Kallay Experience Evangelist
  2. 2. Take-away: We’re craving authenticity Stories render authencity Great experiences are anchored in stories
  3. 3. Buy the book and listen on the web
  4. 4. Brand Analogy Car Restaurant Retailer
  5. 5. Bring Back the Love
  6. 6. Generational Shift
  7. 7. GI Generation (84-107) Silent Generation (66-83) Baby-Boomers (48-65) Generation X (27-47) Millennials (7-26) New Adaptive Generation (0-6)
  8. 8. Marketing Immunity 3,000-5,000 Daily Messages Neurological Blockades
  9. 9. The Persuaders
  10. 10. 64% Believe Advertising is “Dishonest” or “Unrealistic” Consumers 18-65 years old, Ad Age 2006
  11. 11. 64% Believe Advertising is “Dishonest” or “Unrealistic” Consumers 18-65 years old, Ad Age 2006
  12. 12. 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
  13. 13. 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
  14. 14. Availability Cost Quality Authenticity
  15. 15. Quality. No Longer Differentiates Difficult to Define in Higher Education
  16. 16. Everyone Looks the Same Colleges not being true to themselves (inauthentic) A “me-too” product development philosophy Leadership not providing clear vision
  17. 17. 1980’s Marketing
  18. 18. 1980’s Marketing 1990’s Branding
  19. 19. 1980’s Marketing 1990’s Branding 2000’s Authenticity
  20. 20. I’m an OK lover, but afterwards I like to Me too! snuggle and talk. AUTHENTICITY
  21. 21. Brands are Mirrors. Branding only works when it’s authentic. We purchase on the basis of conforming to self-image.
  22. 22. “I visited and it felt right!”
  23. 23. The new consumer demand “America has toxic levels of inauthenticity. Time Magazine Report
  24. 24. Authenticity The new consumer demand “America has toxic levels of inauthenticity. Time Magazine Report
  25. 25. Inauthenticity That is the fundamental problem with advertising: it’s a phoniness generating machine.
  26. 26. Inauthenticity The easiest way to be perceived as phony is to advertise things you are not.
  27. 27. Inauthenticity Most higher education marketing renders inauthenticity!
  28. 28. Honest College Ad - from collegehumor.com
  29. 29. 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.”
  30. 30. 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.”
  31. 31. Know who you are Don’t try to be all things to all people The Ohio State University
  32. 32. Say who you are Draw a line in the sand Baylor University
  33. 33. 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
  34. 34. Reroute beyond amenities Don’t just show the showcase
  35. 35. If you’re afraid to say (or show) it, say (or show) it
  36. 36. 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
  37. 37. Champion stories (not statistics) St. Edward’s University
  38. 38. Building Brand Recognition Hasn’t Been Harder
  39. 39. Don’t think Branding Think Storytelling
  40. 40. Storytelling is in our blood
  41. 41. “I am a man, and men are animals who tell stories.” Clive Barker
  42. 42. Stories are how most of us learn
  43. 43. Visual (logo) 10% Details (body copy) 20% To the point Story (headline or (photo and chart) caption) 20% 50%
  44. 44. Three type of stories
  45. 45. 1. Discovery and coming of age
  46. 46. 2. Conflict and resolution
  47. 47. “message from ben and matt”
  48. 48. 3. Illustration
  49. 49. Quote
  50. 50. Find your stories by asking questions (and by listening)
  51. 51. Questions that answer the wants not the needs of your various audiences
  52. 52. Needs are practical and objective, wants are irrational and subjective
  53. 53. Tell the truth and keep it real
  54. 54. Story Telling Scale Engagement on 1-10 (highest) 10 our (shared experience) 8 your 6 mine 4 others
  55. 55. Today the most most important conversation is not the marketing monologue but the dialogue between your audience
  56. 56. You have to give people the tools to create their own stories, memories, and experiences
  57. 57. Talk with, not at
  58. 58. Sharing & Connecting Web 2.0 is about making connections & sharing Thoughts. Pictures. Videos. Places. Products.
  59. 59. Generational Online Activity Differences Send Email Instant Message Research a School Text Message Read Blogs Pew Internet and American Life, 2005
  60. 60. 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
  61. 61. 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
  62. 62. 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
  63. 63. 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
  64. 64. 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
  65. 65. 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
  66. 66. Females Males
  67. 67. 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
  68. 68. 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
  69. 69. 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
  70. 70. 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.
  71. 71. 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.
  72. 72. 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.
  73. 73. 99% Join Facebook Groups Before Arriving on Campus Amherst College IT Study, 2008
  74. 74. “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
  75. 75. “Word of Mouse”
  76. 76. The Participation Age Listen and Observe Be Transparent Give up Some Control Participate Yourself
  77. 77. You must design the customer experience or the customer will design it for you. Tom Peters
  78. 78. Jeff’s Bookshelf
  79. 79. Jeff’s Bookshelf
  80. 80. Find books and download session PDF www.targetx.com click “The Knowledge”
  81. 81. Click “Groups” to download PDF UT System Seminar 2008 Group
  82. 82. The Experience IS the Marketing The University of Texas System System Seminar 2008 Jeff Kallay Experience Evangelist kallay@targetx.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×