SlideShare a Scribd company logo
10 Steps to a Better
College Visit


                        Jeff Kallay
             Experience Evangelist
                          TargetX
Let’s Manage
                        Expectations

-The Theories of the Experience Economy
-How they’re relevant to your campus visit
-Examples (application is relevant)
-Overwhelming amount of information
-Questions and Discussion throughout
-Download PDF of presentation
 http://www.targetx.com/ithink/ or http://www.slideshare.net/targetx
Just one thing…



“Remember the
  Experience is
 the Marketing!”
Research proves it

The Experience is the Marketing




                         2004 Arts & Science Group Student Poll
Drinkin’ Time




http://www.youtube.com/watch?v=avYUL1A-WUM
Theory of Economic
Progression


     - Experiences

     - Services/Information

     - Industrial

     - Agrarian
1. Welcome to the
   Experience Economy
2. Craft a mini experience


Integrate the four E’s
2. Craft a mini experience


Customize the experience
2. Craft a mini experience


Eliminate “Negative Cues”
2. Craft a mini 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.
                         Brand Sense, Martin Lindstrom
2. Craft a mini experience


Engage the senses
2. Craft a mini experience


Mix in the memorabilia
3. Set the expectation


Before online, email and in print and explain route
4. Spend no money
5. Tell stories, not stats

Stories render authenticity
6. Reveal your school’s
   nomenclature

   “Zorbing”
7. Keep it real


Show what’s authentic to your campus
8. Do you have a signature
             moment on campus?

“Throwing a coin in the Fountain Trevi
9. Mystery shop others
10. Tidbits for Tour Guides


1.    Interact as if you’re giving your sibling a tour
2.    Answer questions honestly and directly, but remind them it’s your
      perspective
3.    Watch your pronouns - “we” is exclusive, “you’ll” is inclusive
4.    Tell stories - yours and your friends
5.    When you walk backwards they look at you, not the campus
6.    If you feel negatively about any other school - don’t name names
7.    “Tour Guides” is boring - you’re bright, come up with a memorable name
8.    Find connections with your audience and ask open-ended questions
      Is asking “Do you have any more questions?” the best way to end a tour?
9.
10.   Have Fun!
Recommended Reading

         TargetX iThink Blog
        www.targetx.com.ithink

The Experience Economy and Authenticity
             Pine and Gilmore

             Brand Sense
             Martin Lindstrom

    The Experience Evangelist Blog
10 Steps to a Better
College Visit


                        Jeff Kallay
             Experience Evangelist
                          TargetX

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SEM Community College 10 Steps

  • 1. 10 Steps to a Better College Visit Jeff Kallay Experience Evangelist TargetX
  • 2. Let’s Manage Expectations -The Theories of the Experience Economy -How they’re relevant to your campus visit -Examples (application is relevant) -Overwhelming amount of information -Questions and Discussion throughout -Download PDF of presentation http://www.targetx.com/ithink/ or http://www.slideshare.net/targetx
  • 3. Just one thing… “Remember the Experience is the Marketing!”
  • 4. Research proves it The Experience is the Marketing 2004 Arts & Science Group Student Poll
  • 6. Theory of Economic Progression - Experiences - Services/Information - Industrial - Agrarian
  • 7. 1. Welcome to the Experience Economy
  • 8. 2. Craft a mini experience Integrate the four E’s
  • 9. 2. Craft a mini experience Customize the experience
  • 10. 2. Craft a mini experience Eliminate “Negative Cues”
  • 11. 2. Craft a mini 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. Brand Sense, Martin Lindstrom
  • 12. 2. Craft a mini experience Engage the senses
  • 13. 2. Craft a mini experience Mix in the memorabilia
  • 14. 3. Set the expectation Before online, email and in print and explain route
  • 15. 4. Spend no money
  • 16. 5. Tell stories, not stats Stories render authenticity
  • 17. 6. Reveal your school’s nomenclature “Zorbing”
  • 18. 7. Keep it real Show what’s authentic to your campus
  • 19. 8. Do you have a signature moment on campus? “Throwing a coin in the Fountain Trevi
  • 20. 9. Mystery shop others
  • 21. 10. Tidbits for Tour Guides 1. Interact as if you’re giving your sibling a tour 2. Answer questions honestly and directly, but remind them it’s your perspective 3. Watch your pronouns - “we” is exclusive, “you’ll” is inclusive 4. Tell stories - yours and your friends 5. When you walk backwards they look at you, not the campus 6. If you feel negatively about any other school - don’t name names 7. “Tour Guides” is boring - you’re bright, come up with a memorable name 8. Find connections with your audience and ask open-ended questions Is asking “Do you have any more questions?” the best way to end a tour? 9. 10. Have Fun!
  • 22. Recommended Reading TargetX iThink Blog www.targetx.com.ithink The Experience Economy and Authenticity Pine and Gilmore Brand Sense Martin Lindstrom The Experience Evangelist Blog
  • 23. 10 Steps to a Better College Visit Jeff Kallay Experience Evangelist TargetX