Inside Marketing: What type of message are you sending?

How credit unions can use different categories in their storytelling.

by: Mike Lawson

I recently returned from the 2015 Governmental Affairs Conference in Washington, D.C., where one of the biggest messages for the industry to convey was “credit union advocacy is the priority.” I love this message and hope it’s as infectious as mobile payments, cronuts, and binge watching Game of Thrones. But being the GAC, it is a necessary, political message for CUs to keep their name in front of their representatives. Again, this is a good thing.

From a consumer perspective, however, there’s always been a debate about the credit union message:

  • Are we the underdog?
  • The little guy?
  • The best kept secret?

Fortunately, as of late, we have gotten away from those passive messages and matured to deliver more proactive and confident stories. I mean, really, how can you be taken seriously being a little guy or a secret?

As our industry continues to grow (yet, ironically, is consolidating), the more our message has matured as a prime financial resource for consumers. And, in my opinion, that should be our message: being a prime financial resource for consumers.

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