CU Insight

by: Jay Kassing, President, MARQUIS

Are you having the right conversations with your members and prospects, fast enough?

Marketers are fascinated by mobile, social media, and other new technologies that promise to extend their reach to engage members.  However, these new toys require a heavy demand on capturing exceptional analytics, stronger targeting, and personalized messaging… along with real-time fulfillment.  Do you have the member intelligence, the analytical skills, and/or the engine to respond and market daily?

The best marketers are searching for better tools. Smart targeting, intelligent messaging and real-time fulfillment should be the goal of every marketer today.  Check that – measurable results are always the most important thing.  You know…real revenue and profit that can be proven to be the result of your specific marketing efforts.  Marketing is nothing without measurement.

In a recent survey we did, two-thirds of marketers stated that they are not expected to present proof to management that their marketing delivered any ROI.  Really?  75% of the marketers who do measure their results and present it to management are members of their Credit Union’s senior staff.  No surprise.

Hey, I’m off topic…we were talking a la the movie Top Gun and the “need for speed!”  Are you driving your marketing campaigns every day…or every month?  Historically speaking, daily trigger based marketing has only been done by the largest banks in the country.  When you spend $450,000 every hour on marketing, like they do…you can do some cool stuff.  Many of you would simply like $450K in the budget for the year…

Your members are being inundated with messages every hour of every day.  You need to know when each of them is applying for credit elsewhere (today) and where each member has loans (and for what) NOT at your Credit Union.  This is easy information to get.  Daily.  The speed of marketing is changing.  You cannot be passive.  “You have the need, the need for speed.”  Thanks Maverick!  Or was it Goose?

French Writer Gustav Flaubert was fond of perfection and in using “The Right Word.”  In French this is, “le mot juste.”  I would argue that the right word in marketing today is “speed.”  But you could get me to agree with “daily.”

Jay Kassing is President of MARQUIS, a Texas based provider of marketing solutions including MCIF/CRM software, MCIF services, consulting and direct mail creative/fulfillment.  He makes his latest book, “Change Your Marketing, Change Your Results,” available for free at his website.  He can be reached at jayk@gomarquis.com. www.gomarquis.com