What Experiences Are You Creating and How Do You Assess Success?

Core Competencies: Leadership, Marketing, Planning, Student Learning
June 26 – June 30, 2010
Indiana Memorial Union, Bloomington, Ind.

To attract and keep customers, you need to establish a “point of difference” that will separate you from others. You need to create experiences that are unique and that customers will remember. It’s about creating something that stands out from other experiences and has enough meaning that they will share it with others.

In this session we will evaluate what constitutes a unique experience from the customer’s point of view, determine methods to analyze your customers in order to create a unique experience, share examples of “point of difference” ideas, learn how to build experience-making into your marketing strategy and the way you do business, and learn how to assess the experience to determine if it is successful.

Learning outcomes:

At the end of this session, participants will be able to:

  • Identify a “point of difference”
  • Create a “point of difference”
  • Develop an instrument to survey their customers to determine their uniqueness 
  • Evaluate how to build their unique experience into their marketing strategy
  • Create a tool to assess the experience 

About the presenter:

Cheryl Crouch is the executive director of marketing for auxiliary services and programs at Indiana University. She has been in the position since its creation in 1989. Crouch has been in the field of marketing for more than 20 years—working in both the private and nonprofit sectors of business. Her experience includes developing marketing plans, conducting market research, formulating advertising and promotional schedules, providing creative direction, project and special event management. Crouch has an undergraduate degree from Indiana University and an MBA from the University of Missouri. She has been active in NACAS at both the regional and national level since 1989 and is currently serving as president on the NACAS Board of Directors.  

Updated May 20, 2010