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Credit union digital marketing lessons from Will Smith

first_img 0SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr,James Robert Lay JAMES ROBERT LAY is one of the world’s leading digital marketing authors, speakers, and advisors for financial brands. As the founder and CEO of the Digital Growth Institute, he … Web: https://www.digitalgrowth.com Details It’s ok to admit it.You love to talk about about how great your credit union is.Don’t be modest.Just take a look at your most recent marketing campaign where you promoted things like your great rates.“1.99% for 36 months!!!*”Your amazing service.“We have the best service west of the Mississippi.”Your awesome product features.“We’ve now launched our latest technology: mobile deposit.”While this narrative may have attracted prospects to your credit union five years ago, things have changed.And when you think about what has changed, you probably think about technology.But that’s not the only thing that has changed.People have changed.You have changed.I have changed.We have changed.The way we communicate.The way we shop.The way we buy.Yes, it’s true this change has in been fueled in part by technology.And because we have changed, your narrative about “great rates” and “amazing service” is falling on deaf ears for one reason.People need help.Not hype.Will Smith understands this.Recently at Cannes Lions, Will Smith recalled his younger years and one of his biggest flops of all time, Wild Wild West. He remarked, “I found myself promoting something because I wanted to win, versus promoting something because I believed it was helpful.”He continued sharing, “Back in the ’80s and ’90s, you put out a trailer with all the explosions, and it took until Wednesday before people realized your movie was shit.”In other words, the emphasis of these trailers (and the overall movie) was on the spectacle of special effects, not on characters that the audience could care about. As a result, audiences rejected many of these movies.Hollywood’s focus was developing a narrative around a product (Will Smith) and not the consumer.And Will Smith knows this when he stated, “You’re going to know right away if your product is meeting its promises. It’s like a new idea that we have to make good movies. If people don’t want it, you’re not going to be able to sell it. It was so explosive in my mind that selling, marketing, creating cannot be about me.”Will’s right.It’s not about you.So take a moment and think about it.What is your credit union selling?And what story are you telling with your digital marketing?Is it about hype?Or is it about help?Help first.Sell second.And you will rise above the commoditized promotion of “great rates” and “amazings service” to grow your credit union in a digital driven economy.last_img read more

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Direct marketing still works in an electronic world

first_imgThere’s no denying that the world has dramatically shifted toward electronic communication, so many people wonder if direct marketing still works.The answer is a resounding yes, mainly because direct mail has an 80 percent-plus open rate!Google, the world’s most popular search engine, regularly uses snail mail marketing to promote coupons for its AdWords programs and other services. Credit unions are also finding that direct snail mail marketing is helping them grow their loan portfolios, including mortgages and home equity loans, as the real estate market continues to gain positive traction.While the huge demand for email marketing services continues, credit unions have seen success from direct marketing mailers, postcards and letters. Credit unions have felt a resurgence of sorts in their return on investment (ROI) when it comes to direct mail marketing.Direct mail response rates took a tremendous leap in 2016 with a 5.3 percent response rate to house lists and 2.9 percent to prospect lists. These are the highest levels the DMA has tracked since 2003. For comparison, in 2015 the rates were 3.7 percent and 1.0 percent respectively. In 2010 it was 3.4 percent and 1.4 percent.“Some people say that direct mail is dead or it doesn’t work, but we’ve seen just the opposite,” said Jackson Hunt, Vice President of Marketing at Ser Technology. “When you customize the direct marketing pieces, members feel they are part of the credit union. We have seen personalization outpace standard direct marketing pieces without any personalization. There’s plenty of research out there on the effectiveness of this.”One advantage of direct mail campaigns is that they can be far more cost-effective than mass marketing initiatives for small and midsize credit unions, allowing them to cross-sell, deepen relationships with members, loan growth and member retention. Almost any type of marketing campaign has two interrelated objectives — produce accounts and balances, and have a positive impact of underlying customer relationship. The credit unions that do manage to track campaigns focus almost exclusively on counting accounts and balances in promoted products. However, without the broader relationship component, they may be missing a material portion of the profit generated by a campaignAccording to the Direct Marketing Association, Industries with the highest use of direct mail are Financial Services — Banks or credit unions at 71 percent, Consumer Packaged Goods at 63 percent, Retail at 55 percent, Travel or Hospitality at 55 percent, and Publishing or Media at 54 percent. Furthermore, 48 percent of people prefer direct mail for receiving marketing from credit unions, and it’s not just the mid-life members who want the information sent to their actual mailbox. A study fielded by Experian shows that nearly every Millennial (ages18-35) owns a smartphone, and 43 percent say that they now access the internet more through their phone than a computer, compared with just 20 percent of adults ages 35 and older. However, despite their hyper-wired digital connectedness, Millennials as a group report that the last time they responded to direct mail campaign was within 2.4 months. That’s less than the average response time for all respondents. Similarly, Millennials open the direct mail they receive at the same high rate of 66 percent as recipients overall. To be successful, your direct marketing campaign should enable a high degree of variability to service end consumer recipients with information that is highly relevant and personalized to their needs, ultimately leading to an improved customer experience. “Direct marketing is an incredible tool that can add tremendously to the advertising plans of most Credit Unions,” Hunt explained. “Today’s world may be more digital than ever, but consumers still very much appreciate having tangible products in their hands.” 415SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr,Shana Richardson Shana Richardson began her career in financial technology with the Texas Credit Union League. Here, she managed the turnkey, pre-screen Auto Loan Recapture™ program, and later assumed broader responsibilities as … Web: www.sertech.com Details Co-authored by; Candice Reed a award-winning journalist, author, and PR consultant. She has written for the Credit Union Times, Credit Union Journal and many more publications.last_img read more

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Community members gather for presentation on Decatur Hills possible expansion site

first_imgGreensburg, IN—A public presentation of information on the Decatur Landfill was held last evening at the Greensburg Community High School.  Present were experts with IDEM as well as Dr. Terry West, a geology professor with Purdue University that discussed the land underneath the landfill in respect to the public concern that the water aquifer could possibly be contaminated by landfill runoff and leach into usable water. “Be assured of the fact that the geology of this site is a very good location and is one that many organizations would like this type of material under their landfill, ” according to Dr. West.    Dr. West specializes in hazardous waste disposal as well as engineering geology. He discussed not only would the liner used be a safe material to block toxins but also, the area’s glacial till and clay acts as nature’s blocker to break down toxins.  Dr. West stated, “Near Bloomington, it is difficult to put in a landfill in the limestone country, because limestone has karst, or leakage problems, but glacial till has the best material to put in landfills in this area of the state.”Several Community members asked questions or expressed concerns during the question-answer portion of the presentation.  There are currently only 33 landfills in the state and the current Decatur Hills Landfill has been in use and permitted since January of 1990.last_img read more

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