The Sriracha Effect

I want to explain in a few short sentences what I call the Sriracha effect. I think there is a marketing lesson there for us. Huy Fong Foods is a hot sauce company based in Irwindale, California. It is named for a Taiwanese freighter, the Huey Fong, that carried founder David Tran and 3,317 other refugees out of Vietnam in December 1978. Huy Fong produces 20 million bottles of hot sauce a year. That’s some 54,000 bottles a day.

Why Aren’t Colleges Doing a Better Job of Recruiting Nontraditional Students?

Why Aren’t Colleges Doing a Better Job of Recruiting Nontraditional Students?

“Randy’s going to tell us all how to fix our problem with nontraditional students…” Thus began the introduction to my presentation, “Innovative Ways to Recruit Nontraditional Students” at a conference of community college enrollment marketers in Biloxi. “No pressure!” I thought. Community colleges, like many four-year institutions, are facing shortfalls in enrollment this year, after seeing record numbers of students not so long ago.

Is Your Content Antisocial?

Is Your Content Antisocial?

Earlier this year, I was working with a client (a mid-sized East Coast university) that had a deep and high wall between its content marketing program and its social media efforts. The content marketing piece, managed by the enrollment division, focused strategically on building awareness and engagement for key majors. Their social media effort, managed by external affairs, focused on pithy “quotes of the day” and photos of students doing whacky things on campus.

Is Your Enrollment Marketing “Creepy Fantastic?”

Is Your Enrollment Marketing “Creepy Fantastic?”

Not so long ago, I was presenting a content marketing plan to a group of enrollment marketing professionals at a struggling law school. As I outlined an approach that included retargeting, geofencing, IP addressing, and a host of other outreach tactics, all designed to get prospects to some really great content, two of the clients looked at each other with mock horror on their faces and commented, “That’s really creepy.” I turned to them and responded, “It’s also fantastic.”

Four Key Ingredients for Marketing Success

Four Key Ingredients for Marketing Success

It is not unusual for chief marketing officers (CMO) to be hired with great fanfare and bold expectations. Too often, however, the marketing initiatives fail to deliver, and the overall marketing effort becomes part of the landscape of failed ideas.

I’ve thought about this scenario quite a bit over the years and have come up with four “must haves” that will increase the likelihood that a new CMO will be successful.