Post on 22-Nov-2014
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Kathy HagensDirector, MBA Programs, Marketing, Communications and BrandingUniversity of Wisconsin - Oshkosh
Barbara CowardVP of Innovation and DevelopmentConverge Consulting
Strike the Right Chord with Prospects: Lessons from Country Music
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This song had 6 million views on YouTube!
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Why are Country Music Songs so Popular?
1. Simple2. Short and Sweet3. Emotional4. Understandable5. Meaningful stories
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Country music surpassed classic rock, to become America’s most popular music genre.
Country
Classic Rock ('60s-'80s)
Pop/Top 40/Current Hits
80s-'90s Hits
Alternative/Modern/Indie Rock
Oldies ('50s-'70s)
Rap/Hip Hop
R&B (Rhythm & Blues)
Soft/Adult Pop/Rock
Hard Rock/Metal/Hardcore
27.6%
26.7%
18.8%
17.4%
16.3%
15.7%
13.1%
12.4%
10.7%
10.2%
26.6%
28.2%
19.1%
16.4%
18.7%
17.2%
14.7%
13.6%
11.3%
9.5%
2011
2012
+1.0%
-1.5%
-0.3%
+1.0%
-2.4%
-1.5%
-1.6%
-1.2%
-0.6%
+0.7%
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What Can We Learn From Carrie, Tim & Taylor?
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Marketing Lessons for Higher Ed1. Simple2. Short and Sweet3. Emotional4. Understandable5. Meaningful stories
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Strong emotional connection can:• Increase sales volumes (or new students)• Increase customer loyalty (or current students)• Allow brands (schools) to charge up to 200% more than competitors
Why Emotional Messaging?
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The Power of Emotional Messaging• 50% of every buying decision is driven by emotion.• The more frequently and consistently a brand can connect with a customer on an emotional level the stronger and deeper the customer becomes engaged with the brand.
• Memorable experiences can be large or small.
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Characteristics of Emotional Messaging• More psychological than logical• More conscious than unconscious• More irrational than rational• Intangible
Wheel of Emotion
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So why does a prospective student want a degree?
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Emotional Triggers for Higher Ed “Sales”
1. Pride2. Helping3. Belonging4. Fear5. Control
6. Insecurity7. Guilt8. Competition9. Envy10.Boredom
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How to Begin Strategically• What emotion can we own?• How much emotional intensity can our program
and our university merit?• What’s our purpose?• What inspires students and potential students?• How can we improve their life?• Engages and motivates action?
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Higher Ed ExampleBasic marketing• “Get an MBA degree from UW Oshkosh”
Improved marketing• “Get smarter and make more money with an MBA degree from UW Oshkosh”
Emotional experience model marketing• “Be someone others aspire to be. Lead your organization to new heights.”
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Getting Started• Develop distinct personas in potential
student minds. • Project an image that potential students
want to fit into.• Make them feel smart, affluent or
sophisticated.• Help them to develop a positive or
aspirational image of themselves.
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Keep in Mind• Use real words that resonate• Create something that others want to be part of• Stay true to your mission and what your program really
represents• Let your audience be your hero• Showcase the people whose lives you’re improving• Give your audience a face, a voice, a platform to be heard
Observe Listen
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“Buying decisions are always the result of a change in the customer’s emotional state. While information may help change that emotional state, it’s the emotion that’s important, not the information.”
Source: Forbes’ article, “6 Emotions That Make Customers Buy”
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Product/Service It’s Not About … It’s About…
Banking Rates Freedom
Community Donations Guilt or helping others Acting on your beliefs
Convention Center Meeting facilities Inspiring employees
Music Creation Software The latest technology Being an artist
Date Rape Prevention Right and wrong Punishment
Hotel Resort Amenities, facilities, activities Connecting with loved ones
Micro-brewed Beer Taste, price, quality Showing off your knowledge and taste
Source: Hiebing. (2006). Emotional Connection Can Build Strong Brands Seven Ways. White Paper retrieved from https://www.hiebing.com/white-papers/emotional-connections/
Reframing Messaging
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Keep Asking WhyWhy do homeowners take out home equity loans? To fix their houses.
Why do they fix their houses? They are tired of living with a kitchen that doesn’t function and an old worn out, ugly bathroom.
Why are they tired of this? Because it bugs them every day.
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Reframe with WhyPast“Great loan rates on home equity loans!”
New“Fix the things that bug you.”
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Best Practice Examples from Higher Ed
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Making an Emotional Connection• Reach prospects• Resonate with prospects• “Feel” your brand• “Connect” with your program• Know that you “understand” their
dreams and challenges
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Source: HBR article, “The Emotions that Make Marketing Campaigns Go Viral”
Top Emotions for Highly Viral Content1. Curiosity2. Amazement3. Interest4. Astonishment5. Uncertainty
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Higher Education Marketing TacticsWebsiteDigital MarketingSocial Media
FacebookLinkedInTwitterInstagramPinterestVineBlogs
Career ServicesEnrollmentFront Desk ReceptionistAdvisorsCareer ExposLettersCommunicationsNewsletters
AdvertisementsPrintDigitalTelevisionRadio
Information SessionsBillboardsPublic RelationsRecruiters
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Buying (Recruitment) Stage
Trigger Emotion Messaging Content
Lead Generation ExcitementFear of missing outFeel like something’s missingEnvySelf-doubt/Need to Prove Myself
• Get my attention• Show how status quo is no longer
acceptable• Worse to NOT take action than to
take action• Show what “can be”
WebsiteBlogsSocial MediaVideosEbooksWebinars
Influencing Application UncertaintyStressedFear of being rejected
• Justify interest• Why now?• ROI
EmailPPCVideosTestimonialsWebinars
Evaluating Offers HappyOverwhelmedWorried about making “wrong” decision
• Needs Reassurance• Proof points• Belonging
EmailAlumni/student outreachTestimonials
Accepted RelievedHappyUnexpected “shocks”
• Build excitement of what is to come WebsiteEmailsPersonal outreach
Emotional “Temperature” at Each Stage in the Admissions Pipeline