Marketing Budgets Call for Pinpoint Priorities
How credit unions spend their marketing dollars is not entirely based on targeting specific demographics, analyzing reams of data or interviewing focus groups.
For Charlotte Metro Credit Union, Affinity Federal Credit Union and Redwood Credit Union, their budgets support marketing objectives that never sleep, require sophistication and crash through the clutter.
“If you are going to have that sophistication in your products and services, your marketing also needs to reflect that sophistication,” said Jean-Albert Maisonneuve, Affinity vice president of marketing and eCommerce.
Affinity increased its marketing budget to appear on local cable TV to give the credit union a much broader exposure to its highly diversified markets, Maisonneuve said.