My head is full of ideas!

Author: Debra  //  Category: General, Marketing

On website improvements:
I am currently writing a web survey that will allow me to ask the people who visit our site what they like, dermatologist dislike, patient need, click and use.   When I started writing it I thought “Grand!  Input is a wonderful tool!” and then I started realizing what an incredible can of worms I was opening up.  Asking for hundreds of people to tell me what they want, what they like, what they dislike.  It nearly took my breath away.  But I’m ready for it.  I’m thickening my skin and I’m going to listen to all the comments I get through August and see if I can’t make something from the input that is even better than what I think I can do right now.

On assuring our members
I have been reading about the ways other credit unions have addressed the topic of the recent bank failures.  Yesterday I had an idea and created a poster for the branches to let our members know that they don’t need to take to stuffing their mattresses with their savings to feel secure.  I have buy-in from our CEO to write something I can put up on the web to help our members realize their in good shape.  It shocked me to discover that everythingCU is reporting that 66% of CU members don’t realize their money is insured, and insured with a fund that’s as strong or stronger than FDIC.

On marketing ideas
I’ve been out looking at other websites for inspiration.  I saw a program that used a drawing for a really cool prize to get people to refer friends and family.  We’ve offered money in a tiered program before with decent results, but nothing that would have inspired me.  I think that I’m a pretty decent representation of a member.  I’m not saying I’m ‘every member’ by any stretch of the imagination, but I’m in my mid 40’s with some disposable income, a retirement date in mind, a regular income, female, middle class and interested things that I might not actually purchase, but would enjoy.  The prize was a Fruit of the Month club subscription.  I would love that!  And I bet others would as well.  I am not that motivated by $5 or $10 or even $25 for a referral.  I can’t say why for certain, but I know I wouldn’t go out of my way to nudge friends and family to open an account with us for money.   But hands down I would for the chance to get a Harry & David fruit box for a few months!

I am also going to really push that we have something in place for graduating members in the spring of 2009.  I didn’t do an adequate job of selling this idea to management so that it was acted upon this year, but the more I think about it and the more I talk to people in other departments who would offer it, the more I am convinced that we have a need in our membership for this.  Right now I’m thinking of packaging a Visa and a First Car Loan along with a e.Rewards checking account.  I need to put together a sample package to take to management.

Lots of stuff rattling around up here!  Time to put it to use.

New Places to Touch our Audience

Author: Debra  //  Category: Marketing, Technology

I am thrilled that our Board of Directors accepted the proposal to turn our plain jane ATMs into marketing tools.

Sometime in the next few weeks I will be adding a new line item to the ever growing list of marketing touch points I manage.   Thanks to a product called Campaign Manager, malady the screens on our ATMs will never be boring again.  The welcome screen will have rotating messages, information pills and I will be able to customize the “please wait” and “thank you” screens to communicate messages to our members, and different messages to non-members using our ATMs.  I can also ask if they want additional info or to be contacted.  They get to choose.  I like that bit as it means this won’t be annoying, just informative!

Doing the ROI on this was fascinating for me, because I hadn’t seen just how many member and non-member transactions were done on our ATMs in a month’s time.   The cost ends up being about 4 cents for every transaction.  I can’t think of a lot of ways I can tell folks about what we can do to help them financially for so little money!

I love doing a coordinated marketing campaign where we can put our message out with a cohesive look at all touch points.  I don’t do the literature or TV ads, but I do the animated flat screen ads in the branches, the LED signs on the street, posters in-house, and the web pages and banner ads.  Now I get to add our ATMs to that mix!

Is this earth shattering? No.  But I do think it will be a fun and fascinating item to track and see if we can generate more members from non-members, and engagement from current members.