I was a speaker for the National Association of Career Colleges Convention last week and learned that the leaders of career colleges are a very discerning crowd.
John Young was the other morning plenary marketing motivational speaker for the career colleges, speaking about creating the customer experience.
His basic premise is that marketing and selling are no longer soley about features and benefits, instead they are about creating a customer buying experience. John, the plenary speaker, drew the analogy that we are motivated to pay $4 for a coffee at Starbucks because it is a place to go and soak up the surroundings, not just coffee. Starbucks can charge a premium because they create a fun, vibrant, hip community. It is cool to drink Starbucks coffee. Some people thrive on this experience. They will go out of their way to get their caffeine fix, but it's not just the coffee, it's the experience you have while consuming the coffee. When you walk into Starbucks there is a certain familiar feeling that compels people to want to be a part of it.
As the plenary speaker suggested to the educators, create the will to buy and you never have to sell again. John compelled his audience to think of novel ways to differentiate from the rest. Throughout all the service stages, what feeling and overall experience do you create?
If this experience is congruent and transparent through the entire sales cycle, you create a winning career college customer experience.
The other motivational speaker for the educators was Bob Koehler. I did not get the opportunity to hear Bob speak, but it was a true joy to meet him. He is the kind of person who makes you feel like you are the most important person in the room. He radiates loads of energy and spirit.
How do you create an experience when marketing an event? Other Meeting Planner Conference Resources Can be Found Here
I was a motivational speaker for the educators on Managing Millenials, Find out the Ground Rules Generation Y Need to Know