by Bob Topor
Senior Consultant, Topor Consulting Group International
 

I always get a bit nervous when I start talking about the less testable theories of marketing. I call this "touchy-feely" marketing. I'm a real "show me" kind of guy, and I will rarely make a statement about marketing without having tested a theory.

This is one exception. It would be quite difficult to test some of the ideas I'm about to put forth here. Nonetheless, it's an important concept that may change the way you think about your academy's web promotion efforts.

For years it has been believed that for a college or university to succeed, it must "position" itself properly in the mind of the consumer. Ries and Trout (the best known spokesmen of this theory with their book "Positioning: the Battle for your Mind") make a powerful case. They claim that the overall mass of information with which a consumer is bombarded every day makes it hard for her /him to remember any information at all.

However, the way our brain categorizes and stores information helps to determine which of these bits of information are remembered. The Law of Primacy, for example, states that it is easier to remember the first of, any list.

For example, can you name the following:

1. Your first lover.
2. The first President of the United States.
3. Your first day in your current home.
4. Your first day at your job.
5. Your first college class.

Now, try to recall your second (or third) kiss, the second or third President, the second or third day... Do you follow? It's obviously much easier to remember the first. It almost goes without saying.

According to Ries and Trout, this phenomenon accounts for the success of many of today's continued successes. Coca-Cola, Kodak, Xerox.... I think Harvard, Yale, Princeton, Brown, etc. have the top of mind positions. These companies and academies have a primary position in the minds of the consumer because they got there first (in most cases).

Now, there is more to it than that (there are a great many other psychological factors that affect the position of a product or academy in one's mind- see "1,001 Killer Internet Marketing Tactics" for more details), but you get the general idea. This concept has been a decisive one in shaping the ad campaigns of the last 20 years. The only problem is, the whole field of marketing and advertising itself has been, turned on its head by the burgeoning Internet. The rules have changed. We have had the great privilege of witnessing a "paradigm shift" (see my article on higher education Paradigm shifts in this newsletter's archives, Vol. XII, number 4, April 1998).

A paradigm shift occurs when a new invention or discovery completely changes the way we look at the world. The Internet has not only caused a paradigm shift itself, but it is the catalyst of other paradigm shifts by increasing the rate at which we exchange information. So, we have to be willing to let go of certain beliefs when this occurs.

The million dollar question is, is Positioning one of these concepts which we will have to discard?

My answer is a resounding "no", but there is a new concept that will greatly affect the importance positioning will play in determining who buys (or attends). The position of a product in one's mind will always have a great impact on whether or not one chooses to purchase that product, but, I propose that on the Internet, there is one single factor that is of even greater importance:

 
eTIMING!

This states that the marketer (you) must deliver the Right Message to the Right Consumer at the Right Time.

These days, when your average net consumer (i.e., potential student) wants something, she or he wants it fast. For years, I have conducted "admission audits" where I evaluate admissions marketing criteria including response times. I know that the schools that answer promptly have the marketing edge.

If you spend a few moments thinking about this, you'll surely find a few examples in your past experience where this theory has held true.

Now, here are a few ways that you can apply this principle to your online web activities:

1. Offer Speedy (If Not Instant) Fulfillment

Have you ever had to make a decision between two similar offerings - one that could get it to you right away and another that would take a few days? Personally, I've chosen offerings of equivalent or lower quality based on their delivery times. (OK, now you know. I'm very impatient... type "A" personality). But, you'd better listen to me. I represent your average online consumer.)

2. Find the Right Users in the right place

There are places online where people are ripe for your offering. They are hanging out right now. Seek those places out and get your message there one way or another. An obvious example would be someone searching for your type of academy on a search engine. You want to get your message seen.

3. Create the Right Time

Sometimes you get the Right Message to the Right Consumer, but at the wrong time. Maybe the consumer just isn't ready to "buy" right now. That's no problem. Create a sense of urgency by explaining what would happen if the consumer didn't select your academy today. What would they stand to lose? Do this and it will become clearer to them that the right time is now. Plant your name in their mind for their future reference.

 
      Bob Topor
      Higher Education Marketing Senior Consultant,
      Author, Lecturer, Publisher

This mini survey is confidential. Your name and institution will NOT be identified. Summaries of your answers will be published in a future issue of this newsletter.

1.	Do you believe your school offers any bad products?
2.	Does your school have any methods of checking quality of offerings?
3.	On a scale of one to ten (one being low; ten high) How do you rate the quality of your schools offerings (overall)?
4.	Do you think the "best way to kill a bad product is to market it?" (Yes, no or don't know)

E-MAIL your response to Bob Topor at: topor@marketinged.com No need to identify yourself or your institution. All responses are confidential. Thank you.

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