HOLLYWOOD, Calif.-What is one of the best ways for a credit union to create a successful marketing campaign? Simply take one that already worked for another CU!
That is the only-somewhat-tongue-in-cheek advice from a pair of experienced marketers and branding experts Credit Union Journal will be featuring at its upcoming Grow Show, April 27-29 in San Diego. Paul Lucas is Virginia-based marketing and branding consultant who works with credit unions and CUSOs, in addition to being a columnist for Credit Union Journal, while Roy MacKinnon is vice president of marketing for First Entertainment CU in Hollywood.
The session description concocted by Lucas and MacKinnon focuses on the fact both the West and East Coasts are represented, and it mentions the word "steal" three times. Asked about this apparent encouragement of theft, MacKinnon replied with a laugh, "We want them to steal ideas!"
"It is a unique thing that credit unions will share a lot of stuff," MacKinnon noted. "Every once in a while there is something they don't want to share, but I've used a variety of ideas over the years that other people have given me because we don't usually compete with each other."
Attention Idea 'Pimps!'
To add even more to their presentation, Paul Lucas and Roy MacKinnon will be spending the next two months looking for examples of excellent and innovative credit union marketing efforts from 2008 that produced high-double-digit growth or ROI. To that end, they are requesting CU marketers from across the country to submit entries in four categories: checking account promotions, membership or SEG development growth, auto loans, and "M.O.M." which stands for "Most Outrageous Marketing campaign that actually worked."
"We will give the MOM Award for this," Lucas promised.
MacKinnon said he and Lucas are looking for something that was "outside the box and outrageous and had great returns."
"They don't have to submit an awards-show presentation, but we are going to highlight these campaigns - and they have to be willing to let people steal the ideas," MacKinnon said.
Submit ideas by e-mail, with samples and a one- or two-paragraph write-up to MacKinnon at: rmack@firstent.org.
"What we hope to do is show products or marketing that have double-digit growth and might be outside the norm at credit unions," MacKinnon explained. "A few years back I did ok a campaign called 'Pimp My Auto Loan.' It was our most successful auto loan campaign ever, despite a small number of members complaining about the use of the word 'pimp.'"
In The Know To Grow
What: Credit Union Journal's Grow Show.
When: April 27-29
Where: Hotel del Coronado, San Diego
Who: For CU professionals desiring to grow their operations
Why: Because if you don't grow, well...
For More Info: Go to www.cujournal.com for details on the full agenda.
