Week 2: A Conversation with Matt Meeks by Erika Singletary
By UCLA X469.21 Student Erika Singletary
Matt Meeks, Co-founder & CEO of Catholic Ventures, was the guest speaker for our week 2 discussion. Matt shared the different stages of the marketing funnel along with an example at each stage using the Subaru Forester commercials.
At the top of the funnel is the “Awareness” stage illustrated by Subaru’s “dog-approved” commercial. Matt explained that at this stage, the message is focused on ensuring that the brand/product becomes memorable for the audience. Product specs are not shared; rather, the commercial evokes emotion (it’s fun, comfortable, cute) by showing the dog family enjoying the vehicle.
For the next stage, “Consideration/Conversion,” the campaign shares the specs for the vehicle, emphasizing safety, durability, accessories, new technology and value. Another commercial shared by Matt was from a local dealership offering “super deals” on their Subaru inventory.
For the final stage, “Loyalty/Advocacy,” Matt shared a video by Donald Miller about storytelling explaining the importance of making the customer the hero and making the brand the “Yoda to your Skywalker (customer).” This stage focuses on the brand as the solution(s) to the customers’ problem.
Matt also shared his insights and expertise in real-life scenarios. I contributed to the discussion by asking him his thoughts on strategy for my work, which involves a county office of education marketing challenge targeting the recruitment of teachers and administrators to our programs for clearing their credentials. Matt suggested recording interviews with teachers discussing the positive impact our programs have made in their practice and for their students. He went on to explain how interviews could be expanded to include students sharing their experience with a teacher, and parents sharing their experience with both their child and the teacher. Such interviews could be a great tool to tell stories about how our programs are a solution for recruiting and retaining highly qualified teachers.
I am grateful to Matt for his informal delivery of key concepts and his willingness to share his expertise with our class. I am excited to share these ideas with my department.
