Marketing to Members Articles

Understanding Trigger Marketing

Understanding Trigger Marketing

Two hundred years ago, Napoleon noted that “war is 90 percent information.” In today’s highly competitive financial services industry, financial institutions must have good data…and know how to use it. Credit unions are realizing the importance of automating their marketing efforts, leveraging their data, so that products and services intersect as efficiently as possible with…

Drive ’18 Lending Conference — It’s a Wrap!

Drive ’18 Lending Conference — It’s a Wrap!

To gain a true advantage in today’s ultra-competitive, ever-changing lending marketplace, credit unions need to embrace (and implement) new strategies and solutions that effectively drive member loans, better engage members and improve loyalty, better manage risk, and ultimately grow portfolios. At CU Direct’s recent Drive ’18 Conference, which took place deep in the heart of…

Lending Strategies That Generate a Quick Return (Part 2 of 2)

Lending Strategies That Generate a Quick Return (Part 2 of 2)

Your credit union has set its 2018 budget, but it has some limited extra funds to invest in the short-term. Where should it invest right now to get the most bang for the ROI? In part one of our two-part article series, we discussed how optimizing existing systems can be a smart lending strategy that…

Generating Loans By the Generation

Generating Loans By the Generation

Does your credit union have the right loan products — and the right marketing message — to appeal to each generation? Regardless of their generation—baby boomer, Gen X or millennial—your members are borrowing and buying much more than previous generations. To craft relevant messaging, credit unions need to understand the behaviors across each generation. Baby…

Lending Strategies That Generate a Quick Return (Part 1 of 2)

Lending Strategies That Generate a Quick Return (Part 1 of 2)

If a credit union finds itself with a budget surplus and ROI is a must, where should it look to invest in the short term?  I’d suggest two primary strategies to produce a quick return. The first would be to optimize existing systems, and the second would be to invest in self-funding initiatives. When optimizing…

Social Media is the Future of All Consumer Decisioning

Social Media is the Future of All Consumer Decisioning

Today, social media is an absolute extension of “self.” But with the coming of functional AI, the future of social media is truly these living breathing reflective cohorts demonstrating, communicating and identifying the deepest reaches of the individual. That is: social media as a “Personality Avatar.” We are coming to the edge of social media…

The Five Building Blocks of the Automotive Industry Disruption

The Five Building Blocks of the Automotive Industry Disruption

As with any concept, to understand disruption, and its power to either help you or damage you, let’s break it down into manageable chunks. In the business marketplace, we see disruption emerging as an increasingly powerful force in five key areas: 1. Increased customer power. People who buy your products have more choices and they’re more involved in…

Connecting, Informing and Engaging with Activity-Based Marketing  (or…. RIP: Spray and Pray)

Connecting, Informing and Engaging with Activity-Based Marketing (or…. RIP: Spray and Pray)

In a recent study on Millennials, the Aimia Institute coined the term “High Volume Sensitive Consumers” for those segments across all generations most likely to permanently disengage with brands if they receive high volumes of generic communications. According to the study, Millennials are most likely to permanently disengage at the highest rate (44%). Most consumers…

Driving the Car Buying Revolution

Driving the Car Buying Revolution

When it comes to digital retail, buying a new car has lagged behind other products and services that can be purchased entirely online. Many would agree that the auto industry as a whole is behind the digital curve when it comes to the car buyer’s experience. However, that is rapidly changing. According to a Google/comScore…

Full-Funnel Marketing: 5 Simple Steps Towards Growth

Full-Funnel Marketing: 5 Simple Steps Towards Growth

Marketing and sales have the same end goal: to drive revenue for your financial institution. However, historically there is often friction between these two departments. Marketing complains that sales isn’t closing the leads they generate. And on the other side, sales laments that marketing isn’t getting them the right leads. But it does not have…