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.continue reading »