Credit Unions Need to Follow What Works for 'Other Guys'

In response to your latest online voting poll regarding lack of membership growth, credit unions need to learn to market like the successful “other guys” who are growing their customer base. My brother is CEO of a credit union in California and my wife worked at a credit union here in Texas. I love the credit union business, but as an outside observer, I don’t see many credit unions paying attention to the marketing strategies of those “other guys,” i.e. community and regional banks, that have been successful growing their customer base. Most of these successful companies use sophisticated, targeted direct marketing tactics with offers that provide a significant lift in account openings at efficient acquisition costs. Study after study shows households change financial institutions often. These potential new members are going somewhere. A credit union interested in growing its member base does not have to reinvent the wheel. Taking a cue from companies that are successful in getting an unfair share of the households up for grabs is smart. Paul Ott Senior Product Manager, Rewards Programs RMS-Rennhack Marketing Services Grapevine, Texas