On-Site Coverage: Marketing Expert Shares Recipe for CU Ad Success
FISHERS, IND. -- There is a science to creating an effective credit union ad.
At the CU Water Cooler Symposium at FORUM Credit Union on Friday, Maya Bourdeau, partner at marketing firm Attune, shared research insights on how to get consumers to consider leaving their bank.
Bourdeau spoke about her experience working with the California/Nevada Credit Union League to develop a print ad campaign for credit unions in California, Nevada and Arizona. Their sample group for testing comprised 12 people, a mix of gender, income level and age, which Bourdeau explained can be extrapolated to determine the views of 100 people.
Several versions of the ad were evaluated against a control group of statewide campaigns, and one particular iteration was found to be most likely to get people to seek more information about credit unions and most likely to be chosen as their favorite ad.
It carries the slogan, "Credit Unions--For People. Not Profit," and informs viewers they can save $200 a year on average. Each component of the ad was carefully chosen based on insights gleaned from the reactions of the sample group.
Bourdeau found that a simple slogan free of complex concepts such as ownership works best in a print ad. Research and development firm Eureka Ranch, she said, learned by tracking the success of 900 products that there is a 70% greater chance of success if the ad can be understood by a 10-year-old. Additionally, focusing on one number in the ad increases its efficacy by 50%.
Watch a livestream of the conference at CUTimes.com/watercooler.