Planting Awareness Seeds Helps Marketing Efforts Grow
A common thread among this year’s CUNA Diamond Award Winners has been their ability to dig deep to identify and address challenges unique to their organizations.
According to Stephen Black, vice president of marketing and community affairs at Seattle-based BECU since 2005 and 2006 there has been a strong commitment to build awareness, consideration and preference for the credit union. He said the $10 billion credit union has had a lot of success in doing so and doubled its market share in that time among those who consider BECU their primary institution.
That shift in focus of taking its marketing efforts to mirror those of Fortune 500 organizations a little over a year ago, pushed GFCU to post online ratings and reviews on its website through Bazaarvoice, a social software and data analytics company.
“We’ve been encouraging our members to go on our site and share their thoughts-unfiltered,” Harris said. “It’s been awesome for us and we use their reviews in collateral materials. The usual concern with inviting members to review and rate your services is that you’re providing an outlet for people who just have a bone to pick with your organization, yet that has not at all been our experience. The old way of doing things wasn’t working for us so we had to take it to the next level to remain competitive and distinguish ourselves.”