Superheroes of Credit Union Marketing
By Tansley Stearns
It’s a bird, it’s a plane…no, it’s a credit union marketing professional! They may not be able to leap tall buildings in a single bound, but the breadth and depth of the powers needed to navigate the competitive marketplace of financial services is astonishing. Let’s take a look at the components that make up these superheroes.
Creativity is a marketing person’s wheelhouse. As more marketing channels are developed, choosing the best ones for each campaign and each demographic you are trying to reach is a challenge. Creative marketers find the right balance of traditional media, social and online options, and point-of-sale in credit union branches. This is not a one-size-fits-all approach, but it is smart and targeted toward your objectives.
It’s easy to confuse creativity with doing things differently. But a key component is also consistency, particularly when you are talking about building a strong brand. Today’s consumers are looking for value and trust. The marketing campaigns that catch my attention are those where I can immediately recognize the institution. Unfortunately, this is not common in the credit union space, but organizations that do it well really stand out.
Empathy describes the ability to put yourself in someone else’s shoes, relating to and sharing their feelings. With marketing, this refers to understanding your members’ needs and offering appropriate solutions. It’s easy to get caught up in promoting product features, but it’s more likely that benefits such as saving time or money are more relatable to your targeted consumer.
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