Holiday Marketing Thoughts

Not too sure what to make of it, but I feel that I've been put through an election year media blitz with this year's holiday advertising cycle. Yes, it's obvious that we're in a recession and every sale counts, but retailers have just about worn me out ... similar to the days leading to an election. In addition to this, it appears that we as a digital society have overcome resistance to Facebook advertising and accepted Cyber Monday as to the alternative to Black Friday. IBM reported that Cyber Monday sales were up 19% from 2009 and that the average purchase online on Cyber Monday was a whopping $195. What might the insights be to higher education and marketing?

1. Facebook Ads are still a tool and not a one size shoe that fits all. I will admit my resistance to Facebook Ads and gadgetry prior to 2010, but there are appropriate times and circumstances for universities to embrace them, such as targeting traditional students or audiences with defined demographics or geographics, as well as with a propensity to buy a product or service online.
2. Facebook Fan Pages have become more of conversion or advising tool for universities. In the past, many academic leaders and marketers looked at this social networking tool as a lead generation tool. It's still not true, but with other upstream advertising, a Facebook Fan or Group page can assist in converting a prospect into an applicant. As I've witnessed a number of times, a potential student will receive traditional or electronic advertising on University X and in his or her search for information, they find themselves on University X's fan page asking questions such as "What's it like to be a student at University X?" or "What kind of job can I get when I graduate University X" or even "Who can I talk to about financial aid at University X?" For universities, they must acknowledge the effort as a conversion and advising opportunity and not lead generation and in doing so create processes that first allow students and alumni to answer the question. If the response needs to be more official, then a representative of the university should step in. As you can see, planning and strategizing well in advance can have a significant return in the enrollment management process.
3. Creating value and trust. My inbox has been flooded with special offers or exclusive member shopping day offers from Radio Shack, Best Buy, Borders, Staples, CVS, Omaha Steaks and more. Quite frankly, I don't mind. In December, I've received a total of 34 messages from these companies ... but I like these companies. I trust them. I see future value in being informed by them. If I see no short term value, then I delete the message. No biggie. What I don't like is the unsolicited and untargeted vendor. So, what's the message for higher education? It's about the relationship and the strength of the brand, but it's also about delivering value.
4. What's in it for me and promotion. Last point is that these vendors are delivering something that attracts my attention. It's not long and boring information. There's usually something in it for me or something that I at least need to review to see if there is something of interest. For colleges and universities, don't just talk about yourself. Focus on the prospect and what their needs might be. Nothing worse than getting the monthly e-newsletter that says nothing or reading the boring, personality-less Facebook postings reminding adults when to register or how to buy their books.

Enough rambling. I knew some higher education marketing message was in the mix of the holiday blitz. I just had to blog it to coax it out. Sounds kind of gross, but it worked.

Merry Christmas and Happy Holidays. I hope 2010 was good to you and wishing you nothing but the best for 2011. Time to start wrapping presents.