Onsite Coverage: Eloquent Online’s Dias Gets Marketing Confab Going
SAN FRANCISCO — Eloquent Online President Jason Dias kicked off the Marketing Association of Credit Unions’ 2011 Annual Conference on Wednesday by getting the more than 100 attendees on their feet, singing along with musicians Scott Mckenna and Nyke Van Wyk.
It was one of many moments that helped demonstrate what makes a brand memorable, and for Dias it’s music.
“Think about your members. You want them to have their expectations exceeded. Telling others about you and your brand should be like a song they can’t get out of their head,” said Dias. “Get your audience involved, excited and geeked up about your credit union by making your brand memorable.”
Dias also stressed the importance of credit unions talking up the positives of who they are and what they do rather than resorting to bank bashing. He emphasized that rather than talking about the stuff that everyone has such as checking, credit unions need to focus on style to differentiate themselves.
“Forget about your competition. Stop asking members if they know the difference between a bank and a credit union. Just tell them who you are and what you do,” said Dias. “Banking is going through a generational transformation. History is, the choice as credit unions is whether you change with it or get changed by it. You can respect and honor the past without being stuck there.”
The conference runs through Friday at the Westin Market in San Francisco.