Marketing: Local Outreach, Brand Builders Carry Into 2012
If the marketing call to action for 2011 has been loans, then looking at common challenges through a new lens will be equally important in 2012.
“What hasn’t worked is business as usual strategies. We needed to use fully integrated approaches to [reach] members,” said Paul Stull, senior vice president of strategy and brand at the $1.3 billion Arizona State Credit Union. “Although many are still feeling the recession, others remain in the market for a loan. Letting them know we are lending is a challenge, but when we make that connection, we usually get the loan.”
Bechtel Corp. is a San Francisco-based global engineering, construction and project management firm with 52,700 employees worldwide.
Burns said the credit union has a diverse field of membership. In addition to its other SEGs, which tend to be high-end professionals, employees with Charles Schwab, larger local medical practices and those in underserved communities in San Francisco and Maryland are also members.
“One thing that social media has taught me is that people are looking to their peers more than ever for buying decisions, and with connections to their peers at their fingertips,” McGraw said, adding “quite literally, with Smartphones these peer testimonials will be even more important. Harnessing testimonials communicated on the platforms where people are congregating is the area I’m looking into in 2012.”
Upon joining Tropical Financial, McGraw’s first goal was to find a voice that the community could relate to. She met with several popular radio stations and asked for only one thing – a demo from morning personalities.