November 2009 Austin - UT System Seminar

1. The Experience IS
the Marketing
The University of Texas System System Seminar 2008
Jeff Kallay Experience Evangelist

2. Take-away:
We’re craving authenticity
Stories render authencity
Great experiences are anchored in stories

3. Buy the book and listen on the web

5. Brand Analogy
Car
Restaurant
Retailer

6. Bring Back the Love

9. Generational
Shift

11. GI Generation (84-107)
Silent Generation (66-83)
Baby-Boomers (48-65)
Generation X (27-47)
Millennials (7-26)
New Adaptive Generation (0-6)

12. Marketing Immunity
3,000-5,000 Daily Messages
Neurological Blockades

13. The Persuaders

14. 64%
Believe Advertising is “Dishonest” or “Unrealistic”
Consumers 18-65 years old, Ad Age 2006

15. 64%
Believe Advertising is “Dishonest” or “Unrealistic”
Consumers 18-65 years old, Ad Age 2006

16. 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

17. 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

18. Availability
Cost
Quality
Authenticity

19. Quality.
No Longer Differentiates
Difficult to Define in Higher Education

20. Everyone Looks the Same
Colleges not being true to themselves (inauthentic)
A “me-too” product development philosophy
Leadership not providing clear vision

22. 1980’s Marketing

23. 1980’s Marketing
1990’s Branding

24. 1980’s Marketing
1990’s Branding
2000’s Authenticity

26. I’m an OK lover, but
afterwards I like to
Me too!
snuggle and talk.
AUTHENTICITY

27. Brands are
Mirrors.
Branding only works when it’s authentic.
We purchase on the basis of conforming to self-image.

28. “I visited and it
felt right!”

29. The new consumer demand
“America has toxic levels
of inauthenticity.
Time Magazine Report

30. Authenticity
The new consumer demand
“America has toxic levels
of inauthenticity.
Time Magazine Report

31. Inauthenticity
That is the fundamental problem
with advertising: it’s a phoniness
generating machine.

32. Inauthenticity
The easiest way to be perceived
as phony is to advertise things
you are not.

33. Inauthenticity
Most higher education marketing
renders inauthenticity!

34. Honest College Ad - from collegehumor.com

35. 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.”

36. 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.”

37. Know who you are
Don’t try to be all things to all people
The Ohio State University

38. Say who you are
Draw a line in the sand
Baylor University

39. 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

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

41. If you’re afraid to say (or show) it,
say (or show) it

42. 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

43. Champion stories (not statistics)
St. Edward’s University

44. Building Brand Recognition
Hasn’t Been Harder

45. Don’t think Branding
Think Storytelling

46. Storytelling is in our blood

47. “I am a man, and men are
animals who tell stories.”
Clive Barker

48. Stories are how most
of us learn

50. Visual
(logo)
10% Details
(body copy)
20%
To the point Story
(headline or (photo and
chart) caption)
20% 50%

51. Three type of stories

52. 1. Discovery and
coming of age

54. 2. Conflict and
resolution

55. “message from ben and matt”

56. 3. Illustration

57. Quote

58. Find your stories by asking
questions (and by listening)

64. Questions that answer the
wants not the needs of your
various audiences

65. Needs are practical and
objective, wants are
irrational and subjective

66. Tell the truth and
keep it real

67. Story Telling Scale
Engagement on 1-10 (highest)
10 our
(shared experience)
8 your
6 mine
4 others

68. Today the most most
important conversation is
not the marketing
monologue but the
dialogue between your
audience

69. You have to give people the
tools to create their own
stories, memories, and
experiences

70. Talk with, not at

71. Sharing & Connecting
Web 2.0 is about making connections & sharing
Thoughts. Pictures. Videos. Places. Products.

72. Generational Online Activity Differences
Send Email Instant Message Research a School Text Message Read Blogs
Pew Internet and American Life, 2005

73. 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

74. 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

75. 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

76. 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

77. 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

78. 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

79. Females
Males

80. 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

81. 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

82. 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

83. 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.

84. 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.

85. 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.

86. 99%
Join Facebook Groups Before Arriving on Campus
Amherst College IT Study, 2008

87. “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

88. “Word of Mouse”

89. The Participation Age
Listen and Observe
Be Transparent
Give up Some Control
Participate Yourself

90. You must design the customer experience
or the customer will design it for you.
Tom Peters

91. Jeff’s Bookshelf

92. Jeff’s Bookshelf

93. Find books and download session PDF
www.targetx.com click “The Knowledge”

94. Click “Groups” to download PDF
UT System Seminar 2008 Group

95. The Experience IS
the Marketing
The University of Texas System System Seminar 2008
Jeff Kallay Experience Evangelist kallay@targetx.com