Credit Unions Have to Speak Young People's Language to Win their Business

In the Nov. 16 issue, Myriam DiGiovanni's article entitled, "brass|Media Founder/CEO Bryan Sims Speaks About Younger Market," discussed the elusive young adult market with brass|Media, Inc. CEO Bryan Sims. Indeed this market segment is tuning out traditional (TV, radio, major sporting event sponsorship) marketing in favor of social networking; sadly, this market is also the one which credit unions have the most trouble reaching. The article mentioned, "Given advances like TiVo, satellite radio, iPods, (and) streaming video, the greatest credit union advocacy message via television commercials or radio spots may not be seen or heard by this group." If you look at the technological advances cited above, they're all examples of on-demand media. Technology has led us to the age of the empowered consumer and marketers are confounded about reaching them: the consumer, not the marketer, now controls the message that reaches the target market! Moreover, the success of social networks such as consumer blogs and Web sites like Flickr, Wikipedia, and Upcoming.org are indicative of today's consumer's global voice – one that can praise or punish companies and products at will. Bryan offered some great advice on taking a proactive approach to reach the young adult market – it's dangerous to assume that adults under 34 will automatically be passionate about non-profits, or that they know the difference between credit unions and banks in the first place. The article was a great read, and pieces like this make our subscription well worth it. Trey Reeme EVP Trabian Technology, Inc. Plano, Texas