March 25, 2008

Marketing U

DOTAC (Daughter of the Ad Contrarian) is going to college in September, which means we went shopping for colleges this year.

The best visit we had, and the school DOTAC fell in love with, followed some universal principles of marketing.

First, they treated the customer right. When we arrived, they had DOTAC's schedule for the visit clearly and personally printed for her. She knew exactly what she was going to do and when she was going to do it.

Next, they had the best salesman make the pitch. The info session was conducted by the Dean of Admissions, not a student or an underling. He was articulate, he was knowledgeable, and he was credible.

Finally, the school clearly differentiated itself : here's how we do things and here's why. We know it's different, but there's a reason for it.

You don't have to be a Rhodes scholar to figure this stuff out.


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