Authenticity
                          Keep it Real/Real
                          Jeff Kallay, The Experience Evangelist ...
Take-away:
                          We’re craving authenticity
                           Stories render authencity
     ...
“College is the new high school and
                  graduate school is the new college.”
                            Adr...
Remember:
                      “We’re craving
                       authenticity”
Thursday, July 30, 2009
Brand Analogy
                                 Car
                              Restaurant
                              ...
Bring Back the Love


Thursday, July 30, 2009
Thursday, July 30, 2009
Generational
                             Shift

Thursday, July 30, 2009
GI Generation (84-107)
            Silent Generation (66-83)
             Baby-Boomers (48-65)
              Generation X ...
Marketing Immunity
                    3,000-5,000 Daily Messages
                          Neurological Blockades



Thur...
The Persuaders


Thursday, July 30, 2009
64%
                          Believe Advertising is “Dishonest” or “Unrealistic”
                                        ...
Authenticity
                   The new consumer demand



                                 Pine & Gilmore
Thursday, July ...
“We are searching to
                            get a grip on what
                          counts for people in
       ...
Availability
                             Cost
                            Quality
                          Authenticity
...
Quality.
                             No Longer Differentiates
                          Difficult to Define in Higher Edu...
Everyone Looks the Same
            Universities not being true to themselves (inauthentic)
                          A “m...
1980’s   Marketing

                          1990’s    Branding

                          2000’s   Authenticity


Thursd...
Thursday, July 30, 2009
I’m an OK lover, but
                          afterwards I like to
                                                      ...
Brands are
                           Mirrors.
            Branding only works when it’s authentic.
       We purchase on ...
“I visited and it
                        felt right!”

Thursday, July 30, 2009
Authenticity
                   The new consumer demand

                              “America has toxic levels
         ...
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
                   ...
Inauthenticity
     Most higher education marketing
          renders inauthenticity!


Thursday, July 30, 2009
Honest College Ad - from collegehumor.com


Thursday, July 30, 2009
Rendering
                           Authenticity
                             “Stop saying what your offerings
          ...
Know who you are
                          Don’t try to be all things to all people




                                  ...
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...
Reroute beyond amenities
                            Don’t just show the showcase




Thursday, July 30, 2009
If you’re afraid to say (or show) it,
                     say (or show) it




Thursday, July 30, 2009
Hop on the Cluetrain (talk with, not at)
                       "Markets are conversations.
       Markets consist of huma...
Champion stories (not statistics)




                          St. Edward’s University
Thursday, July 30, 2009
Building Brand Recognition
          Hasn’t Been Harder


Thursday, July 30, 2009
Don’t think Branding
                           Think Storytelling


Thursday, July 30, 2009
Remember:
                    “Stories render
                     authenticity”
Thursday, July 30, 2009
Storytelling is in our blood


Thursday, July 30, 2009
“I am a man, and men are
           animals who tell stories.”
                          Clive Barker


Thursday, July 30,...
Stories are how most
                               of us learn


Thursday, July 30, 2009
Thursday, July 30, 2009
Visual
              (logo)
               10%
                            Details
                          (body copy)
 ...
Three type of stories


Thursday, July 30, 2009
1. Discovery and
                           coming of age


Thursday, July 30, 2009
Thursday, July 30, 2009
2. Conflict and
                            resolution


Thursday, July 30, 2009
“message from ben and matt”
Thursday, July 30, 2009
3. Illustration


Thursday, July 30, 2009
Quote


Thursday, July 30, 2009
Find your stories by asking
     questions (and by listening)


Thursday, July 30, 2009
Transparency
                          Differentiation
                           Connections
                            ...
Thursday, July 30, 2009
Thursday, July 30, 2009
Thursday, July 30, 2009
Thursday, July 30, 2009
Ask questions that answer
            the wants not the needs of
              your various audiences

Thursday, July 30, ...
Needs are practical and
                    objective, wants are
                 irrational and subjective

Thursday, Jul...
Tell the truth and
                             keep it real


Thursday, July 30, 2009
Remember:
      “Great experiences
       are anchored in
         storytelling”
Thursday, July 30, 2009
Buy the book and learn more
Thursday, July 30, 2009
Buy the book and listen on the web
Thursday, July 30, 2009
Story Telling Scale
                          Engagement on 1-10 (highest)
                                  10 our
      ...
Today the most most
               important conversation is
                  not the marketing
                  monolog...
Talk with, not at


Thursday, July 30, 2009
You have to give people the
          tools to create their own
           stories, memories, and
                 experie...
Sharing & Connecting
                     Web 2.0 is about making connections & sharing
                    Thoughts. Pict...
Generational Online Activity Differences
               100




                75




                50




            ...
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


Thursday...
“In the era of social media, people use technologies
    to get what they need from each other, not
               traditi...
“Word of Mouse”




Thursday, July 30, 2009
The Participation Age
                                Listen and Observe
                                  Be Transparent
...
You must design the customer experience
                      or the customer will design it for you.
                    ...
You have to give people the
          tools to create their own
           stories, memories, and
                 experie...
Take-away:
                          The Experience IS the marketing
                             We’re craving authentici...
Jeff’s Bookshelf




Thursday, July 30, 2009
Download Session PDF
   www.targetx.com>click “iThink Blog”>Presentation Slides




Thursday, July 30, 2009
Authenticity
                          Keep it Real/Real
                          Jeff Kallay, The Experience Evangelist ...
Upcoming SlideShare
Loading in …5
×

Authenticity - Concordia System

1,287 views

Published on

From the 2009 Concordia System admissions conference

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

No Downloads
Views
Total views
1,287
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
31
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Authenticity - Concordia System

  1. 1. Authenticity Keep it Real/Real Jeff Kallay, The Experience Evangelist @targetx.com Thursday, July 30, 2009
  2. 2. Take-away: We’re craving authenticity Stories render authencity Great experiences are anchored in stories Thursday, July 30, 2009
  3. 3. “College is the new high school and graduate school is the new college.” Adrienne Bartlett, TargetX Thursday, July 30, 2009
  4. 4. Remember: “We’re craving authenticity” Thursday, July 30, 2009
  5. 5. Brand Analogy Car Restaurant Retailer Thursday, July 30, 2009
  6. 6. Bring Back the Love Thursday, July 30, 2009
  7. 7. Thursday, July 30, 2009
  8. 8. Generational Shift Thursday, July 30, 2009
  9. 9. GI Generation (84-107) Silent Generation (66-83) Baby-Boomers (48-65) Generation X (27-47) Millennials (7-26) Homeland? (0-6) Thursday, July 30, 2009
  10. 10. Marketing Immunity 3,000-5,000 Daily Messages Neurological Blockades Thursday, July 30, 2009
  11. 11. The Persuaders Thursday, July 30, 2009
  12. 12. 64% Believe Advertising is “Dishonest” or “Unrealistic” Consumers 18-65 years old, Ad Age 2006 Thursday, July 30, 2009
  13. 13. Authenticity The new consumer demand Pine & Gilmore Thursday, July 30, 2009
  14. 14. “We are searching to get a grip on what counts for people in their personal and business lives.” Pine and Gilmore’s website Thursday, July 30, 2009
  15. 15. Availability Cost Quality Authenticity Thursday, July 30, 2009
  16. 16. Quality. No Longer Differentiates Difficult to Define in Higher Education Thursday, July 30, 2009
  17. 17. Everyone Looks the Same Universities not being true to themselves (inauthentic) A “me-too” product development philosophy Leadership not providing clear vision Thursday, July 30, 2009
  18. 18. 1980’s Marketing 1990’s Branding 2000’s Authenticity Thursday, July 30, 2009
  19. 19. Thursday, July 30, 2009
  20. 20. I’m an OK lover, but afterwards I like to Me too! snuggle and talk. AUTHENTICITY Thursday, July 30, 2009
  21. 21. Brands are Mirrors. Branding only works when it’s authentic. We purchase on the basis of conforming to self-image. Thursday, July 30, 2009
  22. 22. “I visited and it felt right!” Thursday, July 30, 2009
  23. 23. Authenticity The new consumer demand “America has toxic levels of inauthenticity. Time Magazine Report Thursday, July 30, 2009
  24. 24. Inauthenticity That is the fundamental problem with advertising: it’s a phoniness generating machine. Thursday, July 30, 2009
  25. 25. Inauthenticity The easiest way to be perceived as phony is to advertise things you are not. Thursday, July 30, 2009
  26. 26. Inauthenticity Most higher education marketing renders inauthenticity! Thursday, July 30, 2009
  27. 27. Honest College Ad - from collegehumor.com Thursday, July 30, 2009
  28. 28. 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.” Thursday, July 30, 2009
  29. 29. Know who you are Don’t try to be all things to all people The Ohio State University Thursday, July 30, 2009
  30. 30. Say who you are Draw a line in the sand Baylor University Thursday, July 30, 2009
  31. 31. 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 Thursday, July 30, 2009
  32. 32. Reroute beyond amenities Don’t just show the showcase Thursday, July 30, 2009
  33. 33. If you’re afraid to say (or show) it, say (or show) it Thursday, July 30, 2009
  34. 34. Hop on the Cluetrain (talk with, not at) "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 Thursday, July 30, 2009
  35. 35. Champion stories (not statistics) St. Edward’s University Thursday, July 30, 2009
  36. 36. Building Brand Recognition Hasn’t Been Harder Thursday, July 30, 2009
  37. 37. Don’t think Branding Think Storytelling Thursday, July 30, 2009
  38. 38. Remember: “Stories render authenticity” Thursday, July 30, 2009
  39. 39. Storytelling is in our blood Thursday, July 30, 2009
  40. 40. “I am a man, and men are animals who tell stories.” Clive Barker Thursday, July 30, 2009
  41. 41. Stories are how most of us learn Thursday, July 30, 2009
  42. 42. Thursday, July 30, 2009
  43. 43. Visual (logo) 10% Details (body copy) To the point 20% (headline or chart) Story 20% (photo and caption) 50% Thursday, July 30, 2009
  44. 44. Three type of stories Thursday, July 30, 2009
  45. 45. 1. Discovery and coming of age Thursday, July 30, 2009
  46. 46. Thursday, July 30, 2009
  47. 47. 2. Conflict and resolution Thursday, July 30, 2009
  48. 48. “message from ben and matt” Thursday, July 30, 2009
  49. 49. 3. Illustration Thursday, July 30, 2009
  50. 50. Quote Thursday, July 30, 2009
  51. 51. Find your stories by asking questions (and by listening) Thursday, July 30, 2009
  52. 52. Transparency Differentiation Connections Stories Profiles Thursday, July 30, 2009
  53. 53. Thursday, July 30, 2009
  54. 54. Thursday, July 30, 2009
  55. 55. Thursday, July 30, 2009
  56. 56. Thursday, July 30, 2009
  57. 57. Ask questions that answer the wants not the needs of your various audiences Thursday, July 30, 2009
  58. 58. Needs are practical and objective, wants are irrational and subjective Thursday, July 30, 2009
  59. 59. Tell the truth and keep it real Thursday, July 30, 2009
  60. 60. Remember: “Great experiences are anchored in storytelling” Thursday, July 30, 2009
  61. 61. Buy the book and learn more Thursday, July 30, 2009
  62. 62. Buy the book and listen on the web Thursday, July 30, 2009
  63. 63. Story Telling Scale Engagement on 1-10 (highest) 10 our (shared experience) 8 your 6 mine 4 others Thursday, July 30, 2009
  64. 64. Today the most most important conversation is not the marketing monologue but the dialogue between your audience Thursday, July 30, 2009
  65. 65. Talk with, not at Thursday, July 30, 2009
  66. 66. You have to give people the tools to create their own stories, memories, and experiences Thursday, July 30, 2009
  67. 67. Sharing & Connecting Web 2.0 is about making connections & sharing Thoughts. Pictures. Videos. Places. Products. Thursday, July 30, 2009
  68. 68. 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 Thursday, July 30, 2009
  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 Thursday, July 30, 2009
  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. Thursday, July 30, 2009
  71. 71. 99% Join Facebook Groups Before Arriving on Campus Amherst College IT Study, 2008 Thursday, July 30, 2009
  72. 72. “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 Thursday, July 30, 2009
  73. 73. “Word of Mouse” Thursday, July 30, 2009
  74. 74. The Participation Age Listen and Observe Be Transparent Give up Some Control Participate Yourself Thursday, July 30, 2009
  75. 75. You must design the customer experience or the customer will design it for you. Tom Peters Thursday, July 30, 2009
  76. 76. You have to give people the tools to create their own stories, memories, and experiences Thursday, July 30, 2009
  77. 77. Take-away: The Experience IS the marketing We’re craving authenticity Stories render authencity Great experiences are anchored in stories Thursday, July 30, 2009
  78. 78. Jeff’s Bookshelf Thursday, July 30, 2009
  79. 79. Download Session PDF www.targetx.com>click “iThink Blog”>Presentation Slides Thursday, July 30, 2009
  80. 80. Authenticity Keep it Real/Real Jeff Kallay, The Experience Evangelist @targetx.com Thursday, July 30, 2009

×