Page 26 - Michigan Credit Union League: 2018 Contact Q2

CUSG’S DAVID DEAN ON
SPEAKING TO YOUR AUDIENCE,
NOT AT THEM

David Dean, senior vice president of marketing solu- Today’s discerning audience is looking for personal-

tions and business development at CU Solutions Group® ized, relevant messages that will improve and impact

(CUSG), spoke at this year’s MCUL & Affiliates Lending & their life directly. The days of shouting our messages to

Marketing Conference about digital trends and how credit whoever happens to be listening are over. When devel-

unions can build their marketing plans in an ever-chang- oping a marketing strategy, it’s important to develop

ing landscape. Following his presentation, we asked personas — fictitious characters with families, jobs,

him about how credit unions should move forward in a cars, student loans, houses or apartments, problems

constantly shifting digital world. and dreams. This way, you’re certain you’re speaking to

your audience, not at them.

Your presentations talked about strategies that credit

unions can apply to their marketing plans. But what are Sometimes credit unions take a one-size-fits-all approach

some things that credit unions are doing wrong right to their marketing messages: ‘We have great rates, come

now regarding digital marketing? get a loan from us.’ The message to a potential mem-

ber and an existing member needs to be unique. Being

I’m not sure I’m in a position to say what anyone is doing a member of anything makes us feel special and that

right or wrong, but I can say that I think credit unions tend feeling translates through the tone of our communica-

to forget that they often have untapped creativity right tions. The opportunity and invitation to become a mem-

in their own offices. Video shot on an iPhone distributed ber takes a very different tone. Once the unique voice

via organic social media is free and can and messaging have been developed, the

be incredibly powerful when met with channels through which you reach the two

creativity. It’s why a cat playing a piano audiences will also be impacted. This is

can get more than 100 million views. why knowing who you’re trying to connect

with is so important.

I also think that credit unions underesti-

mate the importance of carefully crafting You also spoke of getting content in front

and refreshing messaging that speaks to of audiences without interrupting them.

what their membership really wants, not This seems like a monumental task at a

what they think they want. The only way time when a la carte programming has

to know the difference is to consistently put the control in the hands of the audi-

be connecting with their members through ence. How can credit unions approach

the touchpoints they want to communi- David Dean this in their marketing strategies?

cate through, which is generally mobile.

That’s why CUSG created LifeSteps™ Wallet, a free mobile More than 50 percent of customer interactions happen

touchpoint that offers significant member value, driving during a multi-event, multichannel journey. A journey

daily engagement and enabling credit unions to communi- is an event that marks the defining experience of key

cate with members where and how they want to connect. life cycles of a customer, and it is increasingly the way

customers interact with companies. Journeys represent

You brought up the importance of making sure market- an evolution in thinking over traditional touchpoint (or

ing plans address the difference between marketing ‘moment’) approaches because they are anchored in how

to members and potential members. Why is this so members think about things, not the way credit union

important and what is the downside of not addressing functional silos do. Credit unions need to connect with

these two audiences? members at the exact moment in their life when they

want to be connected with, when there is something to

offer them that holds real value.

26 SECOND QUARTER 2018 I CONTACT