PHOENIX - Looking for a new way to market home equity loans? Want a fresh approach to promoting Visa cards? For some 25 credit unions, ideas arrive in the mail every three months through a Marketing Exchange started about five years ago by Arizona credit unions. The program now involves credit unions around the country. Kimberly Martineau, marketing director at Salt River Project Credit Union, recalls how the exchange began. "A group of marketing people got together at an affinity luncheon during one of our league events. We decided it would be nice to have a way to share samples of marketing materials," Martineau says. "It's a way to swap examples of what you're promoting and how you're promoting it." The exchange started with about 15 or 16 credit unions, and another 10 have since joined the effort. The list has grown simply through casual networking by the marketing staffs of the credit unions involved. "Credit unions are very different than banks," Martineau notes. "I came from a banking environment, and you would never go over to Wells Fargo across the street and say, `Here's how we're marketing our checking accounts.' " Martineau personally recalls drawing ideas from the Marketing Exchange a few years ago when SRPCU wanted to update its newsletter. "There were so many wonderful examples of credit unions putting out great publications," she says. "We had used the same format for quite a few years. We saw many formats being used. "Another thing we noticed was so many credit unions were going from large, oversized direct mail pieces to smaller, shorter postcard series. It's a better use of printing dollars." It was really very easy to start the Idea Exchange, Martineau says. Most people already have contacts at other credit unions, and credit union people are very open to sharing. An exchange may focus on credit unions of a similar size or field of membership. The most difficult part? Martineau laughs. "Licking the envelopes," she answers. "That glue does not taste good." -
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