I’m a car guy.
Back in 6th grade I had subscriptions to Road & Track and Car and Driver. My father sold cars and managed dealerships. He used to quiz me on the year, make, and model of cars we passed while driving – by day and by night (Yes, I can identify a car based upon its headlights).
Take a look at the Global Fortune 500 top 25 companies list. It’s inundated with oil and car companies.
So what does all this mean to you in admissions? At TargetX, we always encourage you to look beyond the school up the road for best practices and to look outside of admissions. Car companies are a great place to look for best practices. Why? Because they spend billions of dollars in research, marketing, advertising, and the brand experience.
Outside of driving your car, the second place you experience the manufacturer brand is at the dealership. In addition to their websites and actual product, the buying and service brand experience is one of the many experiences the auto industry must stage. USA Today recently featured this great article: Auto dealers pressured to spiff up showrooms. An auto dealership is much like your admissions office or visitor center; it’s the first, often the longest, and the last brand impression you’ll make.
As quoted in the article:
“To get loyalty, you’ve got to give them a good experience,” says Nickelsen. It starts with the basics. “No one wants to sit in a ratty chair.”
The basics matter. That’s why our campus visit consults often start with a hard look and review of your parking, bathrooms, and admissions space.
What brand message and experience is your admissions office or visitor center rendering?
Need inspiration? Go car shopping!
Read more about our authors. Jeff is the VP of the Consulting Division and also known as the “Apostle of Authenticity.” He crisscrosses the country speaking at conferences and working with our clients. He’s driven by a mission to inspire higher education executives and admissions offices to overthrow dead culture, embrace their authentic “DNA” and render engaging experiences.
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About the Author:
Jeff is the VP of the Consulting Division and also known as the “Apostle of Authenticity.” He crisscrosses the country speaking at conferences and working with our clients. He’s driven by a mission to inspire higher education executives and admissions offices to overthrow dead culture, embrace their authentic “DNA” and render engaging experiences.