Michelle Hunter, chief communications and experience officer, $1.5 billion-asset Credit Union of Southern California in Anaheim, Calif.
The four Ps of marketing are completely different. They used to be: Product, price, promotion and placement. Today, product has become solutions, price is value, promotion is educate and inform, while placement is accessibility. You have to know your individual members, and you have to address their needs and wants. Marketers have to be savvy in the data we use. We are becoming more scientific than creative.