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DEFY THE TRENDS,[object Object],A Webinar for Credit Union Professionals,[object Object]
Today’s Speakers,[object Object],	Kate Dunn,[object Object],President, Digital Innovations Group,[object Object],Business Strategy Chair, PODi Apps Forum 2008 - 2010,[object Object],Board Member Digital Imaging Customer Exchange,[object Object],Faculty, University of Richmond Robins School of Business, Executive Education,[object Object],Review,[object Object]
General Marketing Challenges,[object Object],Communication clutter,[object Object],Typical American is exposed to 5,000 marketing messages a day,[object Object],notice 52,[object Object],remember only 4,[object Object],Four or five generations in play,[object Object],Varied levels of comfort and cynicism with technology, advertising,[object Object],Voluminous amount of information,[object Object],Personal and professional duty overload,[object Object],Loss of personal wealth/employment,[object Object],Anxious and fearful of future,[object Object]
The Impact,[object Object],Clutter increases marketing expenses,[object Object],Mixing the mark increases marketing expenses,[object Object],Ultimate implication is failure of the organization,[object Object],YTD Decline in number of Credit Unions of 110,[object Object],On pace for 252 closings in 2009,[object Object]
Sacrificing the Long Term for the Short Term,[object Object],Only 15% of short term sales are the result of marketing, but today’s marketing initiatives are responsible for 85% of long term sales.,[object Object],Source: What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds, by Rex Briggs, Greg Stuart,[object Object]
Really Good News,[object Object],“19% of advertising fails outright and 67% could achieve significant improvement that would require no additional spending.”,[object Object],What to tweak:,[object Object],Messaging – better understanding of customer’s motivations,[object Object],Marketing Mix – VeriSign found that 10% of spend drove 98% of actions they wanted,[object Object],Qualification - 80% of all deals are lost due to a in adequate or non-existent qualification process.,[object Object],ES Research Group Study,[object Object]
Credit Union Challenges,[object Object],Annual loan growth fell to 3.5% through July 2009; will remain sluggish,[object Object],Increased cost to recruit net, new members,[object Object],As of 2008 the amount stood at $467,[object Object],Increasing rapidly for those with community charters ,[object Object],Failure to grow relationships following ‘best rate’ offers increases marketing costs,[object Object],Minimal differentiation in eyes of potential members,[object Object]
Marketing budgets have been reduced:,[object Object],  Added cost of regulation,[object Object],  NCUA assessment,[object Object],  Corporate credit union bailout,[object Object],Bad PR, marginalizes the differentiation,[object Object],Defying the Trends & Seizing the Opportunity,[object Object]
The marketplace has delivered us opportunity,[object Object],Big Banks continue to shoot themselves in the foot,[object Object],But there are typically less resources to seize the opportunity,[object Object],People,[object Object],Marketing budget,[object Object],Harder task to reach out,[object Object],Today’s Credit Union Trends,[object Object]
Finding New Members:,[object Object],  Where to find them?,[object Object],  Knowing what to say,[object Object],  Expanding the relationship,[object Object],Difficulty lies in your charter,[object Object],SEG more difficult than community,[object Object],New technologies can help,[object Object], Customized URL for Information,[object Object],“CURL”,[object Object],Today’s Credit Union Trends,[object Object]
Where do I get the most bang for my buck?,[object Object],  Low hanging fruit,[object Object],40% of credit union members classify themselves only as “moderately loyal”,[object Object],  Specifically target most likely candidates,[object Object],  Ability to be “granular” evolves once your are   in a conversation,[object Object],  Significantly reduces production cost,[object Object],  Greatest chance to maximize R.O.I.  		,[object Object],	Charter Matters,[object Object]
What do I sell first?,[object Object],Does it vary by segment?,[object Object],Can I reduce my cross selling expenses?,[object Object],Can I reduce customer attrition?,[object Object],Expanding the Relationship,[object Object]
What can you tell them that will work?,[object Object],  Very similar value propositions,[object Object],  Share profits – Treat you like an owner,[object Object],  Safe, Sound & Secure,[object Object],Opportunity lies in understanding the needs of EACH member	,[object Object],WIIFM - Specifically,[object Object],Messaging,[object Object]
Should social media be integrated into the mix to improve results,[object Object],How can social media be integrated,[object Object],Big Question,[object Object]
In Short,[object Object],Must capture the loan opportunity that exists today,[object Object],Cost effectively,[object Object],Efficiently,[object Object],Prioritize your opportunities,[object Object],Existing members – cross selling,[object Object],Family members – grow membership,[object Object],Focus on member loyalty will pay off,[object Object],Strengthen relationships with on-line banking, broader product participation, loyalty and referral initiatives,[object Object],Improve resource utilization with automation, tracking and decision support,[object Object],Improve marketing ROI,[object Object]
Best Practices in Direct Marketing for Credit Unions,[object Object],Replicating Success,[object Object]
Case One: Wallingford Municipal Federal Credit Union,[object Object],Business Problem,[object Object],Low response and conversion rates on new loan offers from statement stuffers and traditional generalized direct mail,[object Object],Solution,[object Object],Personalized direct mail campaign to existing members promoting car loans with attractive rates,[object Object]
Targeted, Simple Personalization with Succinct Messaging,[object Object],Best Practice: Simple offer and call to action “Save Money” & “Get Pre-Approved First!”,[object Object],First Name,[object Object],Personalization,[object Object]
Results,[object Object],Achieved highest monthly loan activity in history of the credit union,[object Object],Exceeded annual loan target after only four months using the program,[object Object],Extended program to other initiatives,[object Object]
Case Two: On-Line Banking,[object Object],Business Problem,[object Object],Low on-line banking participation increased cross selling costs and contributed to member attrition,[object Object],Solution,[object Object],Use best practices developed in loan campaign to convert members to on-line banking,[object Object]
Targeted, Simple Personalization and Succinct Messaging,[object Object],Best Practice: Simple offer and call to action “free On-Line Service” & “Call for an application”,[object Object],First Name Personalization,[object Object]
Results,[object Object],17% of membership signed up for on-line banking within six weeks,[object Object],Cut back on need for multiple mailings,[object Object]
Effective Targeting,[object Object],Custom personalization using gender, age or other demographic information,[object Object],Consider appending data if required,[object Object],Compelling Imagery and Text,[object Object],Keep it Simple,[object Object],Zero in on WIIFM,[object Object],Clear Call to Action,[object Object],Best Practices,[object Object]
Case Two: SEG Member Acquisition,[object Object],Customized URLs,[object Object]
Why Landing Pages,[object Object],Directs respondent to specific content,[object Object],Relevant fosters relationship,[object Object],Streamlines response process,[object Object],Interactive,[object Object],Gain information to improve analytics and nurture the sale,[object Object],Trackable – provides valuable information for decision making,[object Object]
Why Direct Mail Works,[object Object],Add more cost impacting ROI,[object Object],Source: Vertis Communications' Customer Focus® survey ,[object Object]
It’s the Relevance that Counts,[object Object],[object Object],Jupiter research reports:,[object Object],[object Object]
Revenues are improved by an average of 18 times with relevanceRelevant,[object Object],Over 3x higher,[object Object],Personalized,[object Object]
2007 Vertis Communications Customer Focus® ,[object Object],85 percent of women ages 25-44 read printed direct mail marketing pieces,[object Object],53 percent of all women ages 25-44 surveyed who have access to e-mail, read e-mail advertisements,[object Object],63 percent of all adults indicated the have responded to direct mail collateral offering a percentage discount ,[object Object],Women make more than 80% of all consumer purchasing decisions,[object Object],Source: Source: Mindshare/Ogilvy & Mather,[object Object]
Case Three: Alerus Financial ,[object Object],Business Problem,[object Object],Declining credit consolidation loan applications,[object Object],Low return from static mailings,[object Object],Solution,[object Object],Test the use of a personalized and relevant cross channel campaign against static mailings,[object Object],Age Groups:,[object Object],25 – 35,[object Object],36 – 45,[object Object],46 - 55,[object Object]
Multiple Channels: Direct Mail, Email and Personalized Landing Pages,[object Object],Step One: Direct Mail,[object Object],Personalized,[object Object],Personalized Response Mechanism,[object Object],Provides Tracking,[object Object],Relevant Copy & Images for each age group,[object Object]
Relevance continued,[object Object],Messaging Real Estate Expanded,[object Object],Minimizing cost of mailing,[object Object],Interactive conversation with prospect,[object Object],Questions capture additional information,[object Object],Thank you structure used to nurture interest,[object Object],Step Two: Personalized Landing Page,[object Object]
3.67% responded to multi-channel version of campaign,[object Object],60% of applicants were new to the institution,[object Object],Response Rates by segment for multi-channel,[object Object],25 – 35			3.98%,[object Object],36 – 45			3.23%,[object Object],46 – 55			2.64%,[object Object],Response rate from static mailer < 1%,[object Object],Results,[object Object],Highest ROI,[object Object]
The Power of Multiple Channels,[object Object],Researchers estimate that 25%-30% of total media time is spent multitasking, and that the more media a person consumes, the more likely they will consume several channels at once,[object Object],Seeing a message in more than two channels increases response  by 10% to 15%.,[object Object],Sources: eMarketer Multi-tasking Consumers January 2007; DMA Study,[object Object]
Why Personalized Landing Pages?,[object Object],46% of Americans prefer to respond to direct mail on-line.,[object Object],PURLs:,[object Object],increase response by up to 400%,[object Object],provide automated response tracking,[object Object],provide interactive communication with prospect,[object Object],automate integration with sales channels,[object Object],Campaign changes are affordable,[object Object],Electronic messaging real estate is cheaper than print.,[object Object],Source: DMA Study,[object Object]
Why Email as a Channel,[object Object],Links included in emails facilitate response,[object Object],50% of those receiving permission based  e-mail say they are more likely to buy products from the sender in the future regardless of the channel,[object Object],Source: Jupiter Research and Indivia, Epsilon,[object Object]
Why Social Media?,[object Object],1/3 of all American have profiles on social networking sites,[object Object],The average LinkedIn user is 40 years old,[object Object],Most Twitter users are now 35 and older,[object Object],People from 35 to 54 now represent the biggest group of users on Facebook.,[object Object],LinkedIn - business-only has 43 million members in more than 200 countries,[object Object],Sources: LinkedIn: Connecting with Success and Timothy J. Wood, Montgomery County Group Leader of Business Development at
OBA Bank, contributed to this article,[object Object]
Why Social Media?,[object Object],US Population,[object Object],18% create content,[object Object],25% critique content,[object Object],12% collect information posted by others,[object Object],25% join on-line communities,[object Object],48% are considered spectators,[object Object],44% are currently inactive,[object Object],Source: Groundswell by Charlene Li and Josh Bernoff ,[object Object]
The Future of Social Networking,[object Object],People from 35 to 54 now represent the biggest group of users on Facebook,[object Object],99% of Gen Y have one or more active profiles on social networks such as Facebook or MySpace,[object Object],Source: strategy Labs; PMN together with the Interactive and Direct Marketing lab at Pace University’s Lubin School of Business, May,[object Object]
Case Four: Tinker Federal Credit Union,[object Object],Business Problem,[object Object],Low enrollment of Gen Y customers,[object Object],Business Solution,[object Object],Created a multi-channel campaign “Buck the Norm” as a rallying cry for young people to get over what everyone else was doing and to get smart with their money. ,[object Object]
Solution Components,[object Object],New web site relevant to Gen Y audience,[object Object],Video Scholarship Contest for Engagement,[object Object],Ringtone, Wallpaper, Buddy Icon downloads,[object Object],TV and Direct Mail Marketing,[object Object],Reinforce with social media using Facebook, IM, Twitter, online voting, local bands music players, and contests,[object Object],“Save the Buck” promotional cards given out at college hangouts and coffee shops that would cover their bill,[object Object],Attendance in community events geared toward young adults,[object Object]
Multiple Channels: Direct Mail, Web Site, TV, Video, Social Media,[object Object]
Results,[object Object],35,000 web site visitors,[object Object],Average of almost 4 pages viewed per visit,[object Object],‘Buck the Norm’ video on YouTube viewed by almost 1,500 people,[object Object],Facebook event page for the scholarship contest visited over 3,000 times,[object Object]
Traditional Sales Funnel,[object Object]
Why Social Media?,[object Object]
Case Five: 5,000 Member Credit Union in Northeastern US,[object Object],Business Problem,[object Object],Statements which were labor intensive, inflexible, and prone to quality errors,[object Object],Call center activity disproportionately high due to errors  and the confusing statement,[object Object],Business Solution,[object Object],Redesign of statement with highlight color to improve readability and incorporate cross channel tracking in promotional messaging ,[object Object]
Solution Components,[object Object],Highlight color statement,[object Object],Targeted promotional messaging based on member’s existing relationship,[object Object],Reinforcement from social media using blogs, facebook page and tweets,[object Object]
Results,[object Object],30% of customer base converted to electronic statements saving the credit union $30 per member,[object Object],Approximately $45,000 per year initially,[object Object],18% of members are following credit union’s tweets,[object Object],Estimated reduction in other marketing expenses of  $30,000 per year,[object Object]
Review,[object Object],New technologies exist to improve the efficiency and effectiveness of marketing efforts,[object Object],67% of what you are currently spending could generate better results by modifying the tactics,[object Object],19% of what you do fails outright,[object Object],Opportunity exists to capture opportunity without increasing spend,[object Object]
Combine direct mail or statements with targeted messaging relevant to the member,[object Object],Reinforce direct or statement marketing with email,[object Object],Use links to relevant services to track changes in behavior,[object Object],Reinforce strategy and social media presence,[object Object],Encourage members to share reasons for their satisfaction turning them into ‘promoters’,[object Object],Email and landing page tracking allows you to capture and integrate best practices quickly for maximum ROI,[object Object],Review,[object Object]
Review your current member data,[object Object],% of emails and current baseline deliverability statistics,[object Object],Opens,[object Object],Bounces (hard and soft),[object Object],Click Throughs,[object Object],Develop a fun way to capture emails from members,[object Object],Determine best segments given current economic climate,[object Object],Start thinking about right social media to use,[object Object],Community,[object Object],Blog,[object Object],Etc.,[object Object],Read Groundswell by Charlene Li and Josh Bernoff,[object Object],First Steps,[object Object]
Immediately following the webinar you will receive an email so you can download a copy of today’s presentation and a white paper called Beating the Odds: Credit Union Marketing,[object Object],Questions?,[object Object]

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Defying the Trends: Grow in 2010

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Notes de l'éditeur

  1. 67 pages of Google Hits when Credit Union Connecticut was googled. 16 – 30% of consumers change brands based on one night of watching commercials.
  2. 266 credit unions closed in 2007.Failed Banks and Credit Unions, 2009Interactive Map: See Exactly Where Institutions Have Closed or Been Acquired September 21, 2009 - Linda McGlasson, Managing Editor8% of credit unions, or roughly 800 have sub-prime exposure, carrying a total of $18 billion in exotic mortgages on their books.
  3. Total US Ad Spend in $300 Billion
  4. Amount to recruit has grown as those converted to community charters use mass media to create awareness and expand their audience. This is especially important if your credit union has converted to a community charter. You certainly have a larger pool. SEG Cus can reach out to a single sponsors or multiple SEG relationships.