Elizabeth Keserauskis

Building relationships and making connections

Your Customers Telling Your Story

I am sitting here in Clayton Studios working with Dick Ulett and Brenda Bertts Long to record the radio ads for SIUE. Our first campaign about a year and a half ago told the stories of success at SIUE through the eyes of faculty and students. We had such a quick turnaround time that we chose to use professional voice talent.

This year, we decided to tell the stories of success literally through our students and faculty. We asked for nominations from our staff and faculty of students who had great stories of success to tell. We then auditioned everyone, and selected a great pool of students to be the “voices of SIUE”.

I have to admit, I was extremely nervous about the level of talent we would find in the student body. Boy was I pleasantly surprised! We have amazing talent on campus for radio voices! Now we are in the studio today recording the ads with our students. It is amazing. They are so inspiring and have such great stories to tell with such energy and excitement! Talk about authentic—most places strive to bring this out of their actors. We are getting it right out of the gate!

Having your customers tell your story for you (and yes, students are our customers!!) is so powerful. I am excited to also see how this will play out in the rest of our media—billboards, print ads, blogging, and so much more. I really do hope that this strategy will resonate with prospective students and parents—hearing the stories from our students.

And by the way, Brenda Bertts Long, Dick Ulett and Clayton Studios are absolutely amazing and great to work with! I highly recommend them.

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April 26, 2010 Posted by | connecting, higher education, marketing | , , , , | Leave a comment

Tree Pollen Distribution Has Similar Success to Direct Mail

It dawned on me the other day as I was trying without success to get the pollen off my windshield that the pollen distribution strategy of trees in the spring is remarkably similar to the traditional, unsolicited direct mail strategy. My gross overgeneralization of unsolicited direct mail strategy is that you cast a HUGE net over a very loosely targeted area to people who have not tried to start a dialog with your company or about your product/service with your direct mail pieces, hoping you get a response that will eventually turn into a sale.

Trees release a HUGE amount of pollen, over whatever area they can get using wind as the distribution strategy. That area is not necessarily the right area, as much of the pollen lands on concrete, houses, cars, etc. Then the tree has to pray that the seeds can make it into the ground, that rain falls, and then that successful germination occurs. We still haven’t made it to the “sale” part of the equation, because now the tree has to hope that someone doesn’t pull it out of the ground, or mow their grass before it can grow tall, or that some animal doesn’t find it a tasty treat.

See how this is remarkably similar to unsolicited direct mail?? The advantages that the trees have that has allowed this strategy to remain successful are:

  • They have a lot of time to be patient and wait for success. Their life cycle is long. If they don’t have successful germination and growth in one spring, they can try again for likely several hundred more springs.
  • There are a lot of the same trees out there doing the same thing.
  • They have “ambassadors” in that people are actively planting trees in the spaces they would like them to grow.

So can you and your business afford to spray your direct mail once a year, hope something sticks  and if not, just wait until the next spring? I would venture to guess not. Just one more piece of evidence why unsolicited, unqualified direct mail cannot be your only strategy.

April 26, 2010 Posted by | connecting, higher education, marketing, sales | , , , | 2 Comments