Due Wednesday, 6-May
Here is your final blog assignment. Note that the length requirement for this one is 1 to 1.5 pages, using the guidelines provided for previous blogs – 12 point, Times New Roman, etc.). For this one, I'd like you to spend some time reflecting on the Insight/Experience Audit & Prototype group project that you have been working on all semester. This blog is fairly structured, so please read and consider this one before completing your blog entry. This is your last one, so enjoy it!
First Paragraph
Pick one main idea, core concept, topic, or skill (or a combined set of any of those) from this course that you believe you understand better as a result of working on this group project. Describe what it is and give a specific example of how the project helped you gain a better understanding of it.
Second Paragraph
Pick another main idea, core concept, topic, or skill (or a combined set of any of those) from this course that you believe you understand better as a result of working on this group project. As above, describe what it is and give a specific example of how the project helped you gain a better understanding of it.
Third Paragraph
Lastly, describe the emotional reactions you had along the way as you worked on this project. Reflect on the experiences you had with your teammates, the instructor (me), and the process of the project. Do you feel like working with your group contributed to your learning and/or enjoyment of this material? Explain why or why not.
Thursday, April 16, 2009
Blog 9
Due Wednesday, 22-Apr (note that I am delaying the due date since I am late getting this one to you)
For this one, I would like for you to read someone else's blog and create a post on your blog commenting on that topic and the blogger's perspective (i.e., critique their comments). You have two choices on the kinds of blogs you can read and write about:
- A blog by another student in our class (the list can be found on our own class blog page)
* http://mccombs-customerinsights-2009spring.blogspot.com/
- A marketing blog written by a marketing "professional," from the list below
* http://sethgodin.typepad.com/
* http://www.ducttapemarketing.com/blog/
* http://customerevangelists.typepad.com/
* http://www.cheskin.com/blog/
* http://trendwatching.com/briefing/ (look at current briefing and previous briefings)
If you have another blog you want to use, just send me the link for approval.
Do not forget the guidelines for length! Have fun with it!
For this one, I would like for you to read someone else's blog and create a post on your blog commenting on that topic and the blogger's perspective (i.e., critique their comments). You have two choices on the kinds of blogs you can read and write about:
- A blog by another student in our class (the list can be found on our own class blog page)
* http://mccombs-customerinsights-2009spring.blogspot.com/
- A marketing blog written by a marketing "professional," from the list below
* http://sethgodin.typepad.com/
* http://www.ducttapemarketing.com/blog/
* http://customerevangelists.typepad.com/
* http://www.cheskin.com/blog/
* http://trendwatching.com/briefing/ (look at current briefing and previous briefings)
If you have another blog you want to use, just send me the link for approval.
Do not forget the guidelines for length! Have fun with it!
Wednesday, April 1, 2009
Blog 8
Due Monday, 13-Apr
This blog will be a semi-extended outline for your paper. I really want you to use this opportunity to develop some structure to your paper and identify most of the content you will be including (at a high-level of course).
I will review everyone's outline and will provide some feedback. In beginning your blog post, you should include any specific concerns you have that you want me to address in my comments. Otherwise, I may end up just stating that, 'everything looks great,' if I don't have any particular concerns for you.
I am including an example of the kind of outline I am expecting below to give you an idea of what to strive for in creating this post. Your outline does not have to be quite this long, but the more you include in your outline, the easier it will be for you to write your paper. Let me know in class if you have any questions or concerns about creating this outline.
Sample Semi-Extended Outline
I. Introduction
a. Thesis – University of Texas Athletics utilizes marketing programs to maximize the experience of students, alumni and local residents at athletic events in an effort to build a strong and favorable connection to the University.
i. Free Content
ii. Traditional in-game promotions
iii. Accessibility to athletes
iv. Special programs
v. New initiatives/My insights
II. Body
a. The free content provided for attendees allows fans to get closer to and more familiar with teams and players and promotes repeat purchases.
i. Marketing tables set-up at each event with programs, posters, trading cards, schedules, group ticket discounts – all free
1. Marketing also rewards its corporate sponsors by setting up tables featuring game sponsors and their products
2. Research about the number of these materials distributed at athletic events, the cost of printing these (or lack thereof due to sponsorships) and number of season tickets and group packages purchased over the course of a season
ii. Season ticket holders get special privileges, discounts and incentives to keep coming to Texas athletic events.
b. Traditional in-game promotions get fans excited about being at the games.
i. Contestants can either be drawn at the sponsor’s location or selected at the game.
1. By drawing a contestant who has entered their name in a drawing at a sponsor location, you are enhancing sponsor relationships and driving more fans to the games.
2. By finding contestants at the game, you can encourage the behavior of showing up early and staying at the game longer.
ii. Creates camaraderie amongst fans – fans will “cheer for” the contestant participating in the promotion
iii. Research support regarding how sponsors and universities come up with their promotional contests
c. One unique aspect of University athletic programs vs. professional sports franchises is that fans can be much closer to the athletes and coaches.
i. There are often autograph-signing sessions after games, in which the athletes are available to sign spirit items for fans.
ii. Teams have “media days” and different events so that fans can “get to know” the players.
1. Because the team changes every year (with players getting older and graduating) it is very important to have these types of events.
2. Last year, had inaugural Round Ball Round-Up for UT students with both men’s and women’s basketball teams
d. Special Programs
i. Longhorn All-Sports Package provides affordable way for students to attend all UT athletic events
ii. Longhorn Kids Club was developed to encourage more kids and families to attend UT athletic events
1. By allowing parents to sign their kids up for the Longhorn Kids Club for a one-time fee, kids get free admission to many athletic events
2. This drives attendance (especially to less-attended sporting events) and ultimately revenue because the parents pay for tickets to take their children for free
3. It also creates a strong connection to the University at a young age
4. Research regarding correlation between promotions geared toward families where kids get in free
iii. Cans for Crocs, Volley for the Cure, Neighborhood Longhorns, and other community-geared events and programs improve the image of University Athletics
1. These community-service oriented programs allow the University and Athletic program to serve the community, as well as encourage fans to serve the community and support good causes
2. Quantitative evidence on positive impact on community (i.e. money raised at Volley for the Cure, number of cans donated for cans for crocs, etc.)
e. New Initiatives and sponsorships allow for increased opportunities to enhance customer experience
i. New Varsity Rewards program at basketball games allow students to earn rewards by attending both men’s and women’s basketball games
1. Utilizes sponsorships to provide rewards for students.
2. Drives attendance, which ultimately increases revenue because when people are in the seats, the venue sells more concessions and spirit memorabilia
ii. New sponsor – Jet Blue introduces new promotions at games.
iii. My insights and recommendations, having worked for University of Texas Athletics
1. Students don’t purchase concessions as much as they could: how to mitigate this issue?
a. Offer student discounts
b. Allow students to use Bevo Bucks
2. How can more revenue be generated beyond ticket sales that will also enhance customer experience?
a. Serve alcohol
III. Conclusion
a. The University of Texas has a strong marketing program that effectively enhances the customer experience, increases repeat purchase behavior, and generates customer loyalty to University athletic teams.
b. What I have learned from this study
i. Revisit key research findings
ii. UT athletics’ marketing efforts through free content, in-game promotions, accessibility to athletes and coaches, special programs within the community, and new initiatives and sponsorships have proven successful.
c. Application to customer insights – how understanding the needs of students, alumni, and local Austin residents means being able to provide a better customer experience.
This blog will be a semi-extended outline for your paper. I really want you to use this opportunity to develop some structure to your paper and identify most of the content you will be including (at a high-level of course).
I will review everyone's outline and will provide some feedback. In beginning your blog post, you should include any specific concerns you have that you want me to address in my comments. Otherwise, I may end up just stating that, 'everything looks great,' if I don't have any particular concerns for you.
I am including an example of the kind of outline I am expecting below to give you an idea of what to strive for in creating this post. Your outline does not have to be quite this long, but the more you include in your outline, the easier it will be for you to write your paper. Let me know in class if you have any questions or concerns about creating this outline.
Sample Semi-Extended Outline
I. Introduction
a. Thesis – University of Texas Athletics utilizes marketing programs to maximize the experience of students, alumni and local residents at athletic events in an effort to build a strong and favorable connection to the University.
i. Free Content
ii. Traditional in-game promotions
iii. Accessibility to athletes
iv. Special programs
v. New initiatives/My insights
II. Body
a. The free content provided for attendees allows fans to get closer to and more familiar with teams and players and promotes repeat purchases.
i. Marketing tables set-up at each event with programs, posters, trading cards, schedules, group ticket discounts – all free
1. Marketing also rewards its corporate sponsors by setting up tables featuring game sponsors and their products
2. Research about the number of these materials distributed at athletic events, the cost of printing these (or lack thereof due to sponsorships) and number of season tickets and group packages purchased over the course of a season
ii. Season ticket holders get special privileges, discounts and incentives to keep coming to Texas athletic events.
b. Traditional in-game promotions get fans excited about being at the games.
i. Contestants can either be drawn at the sponsor’s location or selected at the game.
1. By drawing a contestant who has entered their name in a drawing at a sponsor location, you are enhancing sponsor relationships and driving more fans to the games.
2. By finding contestants at the game, you can encourage the behavior of showing up early and staying at the game longer.
ii. Creates camaraderie amongst fans – fans will “cheer for” the contestant participating in the promotion
iii. Research support regarding how sponsors and universities come up with their promotional contests
c. One unique aspect of University athletic programs vs. professional sports franchises is that fans can be much closer to the athletes and coaches.
i. There are often autograph-signing sessions after games, in which the athletes are available to sign spirit items for fans.
ii. Teams have “media days” and different events so that fans can “get to know” the players.
1. Because the team changes every year (with players getting older and graduating) it is very important to have these types of events.
2. Last year, had inaugural Round Ball Round-Up for UT students with both men’s and women’s basketball teams
d. Special Programs
i. Longhorn All-Sports Package provides affordable way for students to attend all UT athletic events
ii. Longhorn Kids Club was developed to encourage more kids and families to attend UT athletic events
1. By allowing parents to sign their kids up for the Longhorn Kids Club for a one-time fee, kids get free admission to many athletic events
2. This drives attendance (especially to less-attended sporting events) and ultimately revenue because the parents pay for tickets to take their children for free
3. It also creates a strong connection to the University at a young age
4. Research regarding correlation between promotions geared toward families where kids get in free
iii. Cans for Crocs, Volley for the Cure, Neighborhood Longhorns, and other community-geared events and programs improve the image of University Athletics
1. These community-service oriented programs allow the University and Athletic program to serve the community, as well as encourage fans to serve the community and support good causes
2. Quantitative evidence on positive impact on community (i.e. money raised at Volley for the Cure, number of cans donated for cans for crocs, etc.)
e. New Initiatives and sponsorships allow for increased opportunities to enhance customer experience
i. New Varsity Rewards program at basketball games allow students to earn rewards by attending both men’s and women’s basketball games
1. Utilizes sponsorships to provide rewards for students.
2. Drives attendance, which ultimately increases revenue because when people are in the seats, the venue sells more concessions and spirit memorabilia
ii. New sponsor – Jet Blue introduces new promotions at games.
iii. My insights and recommendations, having worked for University of Texas Athletics
1. Students don’t purchase concessions as much as they could: how to mitigate this issue?
a. Offer student discounts
b. Allow students to use Bevo Bucks
2. How can more revenue be generated beyond ticket sales that will also enhance customer experience?
a. Serve alcohol
III. Conclusion
a. The University of Texas has a strong marketing program that effectively enhances the customer experience, increases repeat purchase behavior, and generates customer loyalty to University athletic teams.
b. What I have learned from this study
i. Revisit key research findings
ii. UT athletics’ marketing efforts through free content, in-game promotions, accessibility to athletes and coaches, special programs within the community, and new initiatives and sponsorships have proven successful.
c. Application to customer insights – how understanding the needs of students, alumni, and local Austin residents means being able to provide a better customer experience.
Thursday, March 26, 2009
Blog 7
Due Wednesday, 1-Apr
This is another free blog. You get to choose your topic. You can choose anything out there in the world that grabs your attention and is somehow related to the world of customer insights and experiences.
I would prefer that you not use this one to explore your paper topic since you'll be doing that extensively in Blog 8.
If you would like, you can spend more time discussing the Michael Shermer podcast that was assigned for last class - just be sure that it is not a repeat or summarization of our conversation from yesterday. You need to add something new to the conversation.
However, as I said first, you are free to talk about any topic you'd like. Just keep the guidelines in mind.
This is another free blog. You get to choose your topic. You can choose anything out there in the world that grabs your attention and is somehow related to the world of customer insights and experiences.
I would prefer that you not use this one to explore your paper topic since you'll be doing that extensively in Blog 8.
If you would like, you can spend more time discussing the Michael Shermer podcast that was assigned for last class - just be sure that it is not a repeat or summarization of our conversation from yesterday. You need to add something new to the conversation.
However, as I said first, you are free to talk about any topic you'd like. Just keep the guidelines in mind.
Blog 6
Due Wednesday, 25-Mar
As you know, for this blog you should watch the film The Persuaders.
http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/
For your blog, describe the 3-stage technique used by Dr. Rapaille. Also, give an example of at least one of us findings (i.e., the underlying or reptilian code for a given product or product category).
The other thing I want you to comment on for this blog is what you think about the experience that Song airlines is trying to create. Good idea? Bad idea? Parts about it that are good? Parts about it that good be better? This doesn't have to be very long, but certainly keep the minimum guidelines in mind when writing this one.
See you all soon (but not too soon)!
stephen walls
As you know, for this blog you should watch the film The Persuaders.
http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/
For your blog, describe the 3-stage technique used by Dr. Rapaille. Also, give an example of at least one of us findings (i.e., the underlying or reptilian code for a given product or product category).
The other thing I want you to comment on for this blog is what you think about the experience that Song airlines is trying to create. Good idea? Bad idea? Parts about it that are good? Parts about it that good be better? This doesn't have to be very long, but certainly keep the minimum guidelines in mind when writing this one.
See you all soon (but not too soon)!
stephen walls
Monday, March 2, 2009
Blog 5
Due Monday, 9-Mar
Well, this is your last dose of Malcolm Gladwell, so enjoy it. :-) After reading the "Kenna's Dilemma" chapter (from Blink), cite and discuss 2 lessons that you think are the most instructive or helpful for a marketer trying to gain insight from current or potential customers. He offers a number of examples, and you can mention those, but I would also really like to see your thoughts on how this would be particularly important. If you can, provide a specific and detailed example for each of how this lesson might be applied in a gaining insight context (obviously, do not just repeat what he has - come up with an example in your own words).
Don't forget the guidelines and have fun with it!
Wednesday, February 18, 2009
Blog 4
Due Monday, 23-Feb
So, as we've been discussing in class, this next blog is an opportunity for you to explore your paper topic. Here's what I want to see:
- Idea for the topic, fleshed out as much as possible - this can also include all the questions you have about the topic at this point. Just use it as a brainstorming session for yourself.
- Why is this topic interesting to you (remember: this is a big goal for the assignment).
- What is the connection to customer insights and/or customer experiences? (at least, as you see it right now)
- Cite and briefly describe at least one article that is related to your topic (this can be either an academic article or trade article, at this point).
Have fun with it. And don't forget the length guidelines (and, yes, try NOT to write in sentence fragments, although a list here and there is fine).
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