RANCHO CUCAMONGA, Calif.-Include Co-Op Financial Services among those that feel that marketing should not fall onto the 2010 chopping block.
Caroline Lane, SVP-business development, marketing, reminded that the opportunity to take share from banks may never be greater than today and next year. "Don't stop marketing," Lane said. "Instead, ramp it up. We know credit unions are cutting budgets, but we don't often have these windows of opportunity to tell our story. We need to exploit our foothold and gain market share."
Lane said, though, marketing in 2010 is about sharing subtle messages that the credit union is a strong component of the community, did not cause the economic problems, and is a trusted partner. It's not about attacking banks. "No one wants to come across as opportunistic," Lane said. "It's a friendly message about the credit union being the safe haven to turn to and not about bashing the bank down the street."
Lane warned that the credit union's brand is a "delicate thing-something you build over time. Whatever the message you put out, it should be in keeping with what your voice has been," she said. "So if your brand has not been overly aggressive, to come across as being aggressive now would likely seem hollow."
For info: www.co-opfs.org
