In a captivating opening keynote at UPCEA MEMS, Michelle Poler shared powerful insights about transforming fear into a catalyst for change. As someone who started a movement centered on overcoming fear, Poler presented a refreshing perspective: what if we viewed fear not as an obstacle, but as a weathervane pointing us toward opportunities for growth?
The Camaro Story: A Lesson in Authentic Marketing
One story particularly stood out. When Poler and her husband needed to sell their Camaro before relocating from Miami to New York City, they initially took the conventional route: pristine photos, emphasis on "barely used" condition, and all the standard selling points. Months passed without success.
Then came the breakthrough moment. Instead of highlighting how little they'd used the car, they decided to celebrate how much they had loved it. They created a video montage capturing real moments: top-down drives, wind-swept adventures, sun-soaked road trips, and genuine laughter from friends and family in the backseat.
The result? Within 24 hours, they found their buyer – an older gentleman who had sold his 1960s Camaro decades ago to accommodate his growing family. The video hadn't just shown him a car; it had transported him back to cherished memories with his wife. He wasn't buying transportation; he was reclaiming a piece of his story.
Beyond Traditional Marketing: Three Critical Insights
Here were the three insights we took away from Michelle’s story that apply to student marketing:
- Embrace the Unpolished – Perfect isn't always better. While polished marketing materials have their place, there's a risk in over-refinement. Sometimes, it's the raw, authentic approach that creates the strongest connection with your audience. Perfection can create distance; authenticity builds bridges.
- Find Your Unique Voice – While understanding your competition is valuable, it shouldn't define your narrative. The real magic happens when you dig deep to uncover what makes your offering truly remarkable. Replicating best practices will fall flat without a distinctive story (and the voices of your students). Finding your niche in a crowded market is an art and a science.
- Stand Out Through Storytelling – In today's crowded marketplace, students face choice-overload. Generic messaging, no matter how well-crafted, risks disappearing into the noise. Your stories need to be inspired, compelling, and genuine to capture attention and create meaningful connections.
Moving Forward
In today's complex marketing landscape, it's easy to forget the power of authentic storytelling. The Camaro story reminds us that sometimes the boldest move is to pause, shift perspective, and try something unexpected.
We'd love to hear your takeaways from Michelle's UPCEA MEMS presentation. What makes your university stand out? What new ideas are you inspired to test? Let's connect and discuss how you're adapting to evolving student needs.