It’s a social thing: The why behind the what

People are emotional. We love to feel things (if you don’t think you’re emotional, just watch The Fox & The Hound). That’s why companies like Apple and Under Armour succeed in traditional advertising.

Apple taps into our shared need to have the best and be the best; their 1984 commercial is still one of the most renowned because it connects with our desire to be our own instead of just followers. Their products are no longer necessarily the most high tech on the market, but they’re the only ones that make us feel elite and cutting edge.

Under Armour taps into something every athlete experiences­: perseverance through long hours, and a lot of sweat. It’s not glamorous by any means, but it is relatable. It makes the consumer, “If I wear Under Armour, I can train until I’m the best.”

These traditional campaigns miss something though – the ability to connect, not just relate. Social Media dissolves the fourth wall and allows the humanization of brands, which is a huge marketing opportunity.

How can credit unions benefit from not just traditional advertising, but social ­­­­media as well? By nature, credit unions aren’t about the products and services they offer, as much as they are about helping their members and giving back. You aren’t just selling an auto loan, you’re granting someone transportation to a new job.

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