BROOKFIELD, Wis. - Those who go to Grant Johnson’s educational session at the Credit Union Journal’s Grow Show not only will receive a takeaway of pertinent information to improve their marketing efforts, he also promises attendees a free gift!
Johnson carries the unusual title of president and ambassador of fun for Johnson Direct, which he describes as a full-service, measureable marketing agency that specializes in financial services. Clients have included CUNA and CUES.
For too long, Johnson said, “marketing” has meant a mass media campaign–which is fine for mega-corporations, but smaller companies get left out.
“It works if the company has $150 million, but not everyone has that kind of money,” he said. “Those that do not have to market smarter.”
Johnson’s Grow Show session is titled, “Give Credit Where Credit’s Due: What Works and What Doesn’t in Marketing Today.” He said his presentation will include numerous case studies that will demonstrate both successful and unsuccessful efforts.
“I will focus on segmenting better; how segmentation works today. Even if a credit union has employer groups, it needs to recognize this is not a homogeneous audience. Some members might be older, others younger. It boils down to relevancy to the credit union’s target audiences.”
Yes, Johnson meant “audiences,” plural. That’s because one of his primary points is the fact that credit unions do have more than one, single, homogenous market. He said using real-life examples will help make the lessons pertinent.
In addition, Johnson will discuss how consumers are over-communicated to today. He said the average person regularly receives an incredible number of media impressions–some studies estimate we get 7,500 impressions per day.
“You can imagine what that does to the effectiveness of a marketing campaign. Credit unions have to understand what works and what doesn’t in the marketplace. They have to be able to avoid pitfalls.”
Among other subjects Johnson will cover is how to effectively test and implement e-mail marketing. He said he will examine campaigns that have worked and those that have not worked. In addition, he will look at direct mail, which he said can be effective if done correctly. A section on online advertising will review the use of websites and microsites, and how ads in traditional media should tie in with Web-based efforts.
“People will take away at least seven tips they can implement the next day that will make their marketing more helpful,” he promised. “They will get a special gift for attending. My goal is to have people walk away with an idea that will make their marketing more efficient and more effective. It will not be theory; it will be real-world practices.”
