Where does your financial institution belong?

Where does your credit union or community bank belong? Hopefully the answer is not “in the toilet,” but if you answered, “in the bathroom,” then you would be correct. Let me explain.

When we market our community financial institutions, we often place too much of an emphasis on our own story. We are a place of extraordinary service, excellent convenience and the most up-to-date technology. This, however, is not the story of our customers or members.

This is the equivalent of Coca-Cola marketing the chemistry of fizz. Soda is fizzy because of carbon dioxide, but do you really care? You expect your Coke will deliver the sensation of bubbles popping on your tongue. It is an absolute for your purchase, just as consumers expect great rates and great service from your organization.

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