COLUMBIA, Md. – Credit union marketers not only need to know how to market services to members, but they also need to market their own value to the institution, according to OSU Federal Director of Community Education Claudine Oriani.
Creating a strong brand, a solid foundation for marketing, is not only about a logo, she emphasized during an educational seminar held by the Maryland & DC Credit Union Association, it is about building a culture from the inside out. Without buy-in and inclusiveness internally, a brand will never fly. Then the credit union must work outward to its branches and ultimately to the members.
"It's everybody's job," Oriani said. "No money, no mission." She acknowledged that other employees at the credit union "like to sweep this under your rug" speaking to the group of mainly credit union marketers.
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But, branding is all about relationships that everyone at the credit union has. "Branding is managing perceptions of who you are, what you do, and who you serve, foremost through your behavior," Oriani explained. While credit unions sometimes keep discussions like branding in the executive offices, it is important to have employee buy-in and that culture with every single member service representative. Even represent this culture at your ATMs and on your Web site, she said.
All of this takes time, Oriani said, which the higher ups are not always so willing to give. Branding research alone should take from six months to a year to complete. Then, it is another 12 months to roll out internally for indoctrination. It can take three years to realize brand equity, she said.
Once it reaches the members, seven to 12 repeats are necessary to put your credit union's name on the tip of their tongues. Consumers take in about 4,000 marketing messages a day and can only take in so much information. Consumers only pay attention to things that stand out so marketing needs to be creative.
"When there are too many choices, the consumers will invariably focus on price," Oriani said, so if that is not your strong suit start taking your marketing outside the box. One marketer attending recalled going to a restaurant that advertised on its urinal cakes.
Consumers also seek what Oriani referred to as "just-in-time" solutions. For example, a member comes in to withdraw $12,000 from a basic savings account. Ask why they're taking it out; if they want to put it in a higher yielding CD, tell them about the certificates your credit union offers. Ask questions before trying to sell a member on your whole menu of products to uncover what would really work for them, she suggested.
Oriani held up Harley Davidson as a company that really understands its product and marketing. People tattoo their brand on any exposed-or unexposed-body part because they have built the image of freedom and power. But she also pointed out, "They're your competition," as they roll out their own branded Visa cards. In the evolving financial services market place, credit unions really need to look into whom they are up against.
When all is said and done and the branding and marketing is in place, its time for evaluation to see what worked, what did not, and what needs some tweaking. [email protected]
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