CORVALLIS, Ore. — Brass is doing it again–unveiling a new way for credit unions to reach out to younger members with brass|SHOW.
brass|SHOW (www.brassmedia.com/brassSHOW) is a biweekly online video podcast for young adults, by young adults about money and real world issues. Episode topics cover everything that matters to young adults and range from preparing for a job interview and opening an IRA to finding a cheaper way to do the things they love to do.
"It is our first foray into this, and it represents a significant change in how credit unions go about communicating with their members," said brass Founder/CEO Bryan Sims. "The Internet is no longer just a place to perform tasks such as reading e-mail and checking accounts–most people spend nearly half their online time accessing content and online video is transforming the Web."
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According to market research firm e-Marketer, U.S. online video advertising expenditures of $775 million in 2007 are expected to go up to $1.3 billion in 2008, $2 billion in 2009 and $2.9 billion in 2010.
Sims said those statistics represent an opportunity for credit unions to make their Web sites more of a resource destination where members can find the financial answers and information they want and need in an entertaining format.
"The ongoing challenge for us is to make a topic like investments, for example, entertaining, interesting and engaging while still being educational and informative. We believe online video podcasts are the way," said Sims. "Look at YouTube and even how you search for a new home with online tours instead of just static pictures."
Credit unions subscribing to brass|SHOW will license the right to use the brass video player and embed the brass|SHOW on their Web site. New three to five minute episodes are released biweekly.
"One of the biggest problems members have is that they have no idea the products and services their financial institution offers," said Sims. "Education is the key. Here is the example I use. If you ask someone: Would you like a lower rate? They'll probably say yes. But if they don't know what a good rate is or understand the benefits or compound interest, it doesn't matter. A big piece of this is to educate members and make credit union Web site more dynamic."
According to PewInternet
.org, 76% of young adults age 18-29 report consumption of online video, compared to 57% of those age 30-49. In addition, 57% of online video viewers share links to the videos they find online to others with 75% of video viewers saying that they have received links to online videos.
Sims does caution that before any credit union considers brass|SHOW, it should make sure its Web site is updated.
"It isn't about getting in on the latest trend because you have to be authentic," said Sims. "It doesn't make sense to have video podcasts and yet your members can't do online banking or complete their applications online."
So far credit unions like The Golden One and TruWest are the first to launch brass|SHOW, and preliminary member survey feedback has been positive.
"We're still in the beta stage so we're constantly working on making it better, but we're excited about getting brass|SHOW out to more credit unions," said Sims.
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