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

5. Drinkin’ Time
http://www.youtube.com/watch?v=avYUL1A-WUM

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