Marketing

Member Potential

May 20, 2009
Ann Hayes Peterson What do nonmembers want from CUs? National research offers insights. Hard to imagine the Great Recession could offer credit unions a great opportunity to bring in new members. But that’s Jon Haller’s view. To credit unions faced with stagnant member growth, he has this advice: Carpe diem,... READ MORE

Marketing: Do More With Less

April 27, 2009
LEAD STORY Take these steps to get more from your marketing budget, advises Anne Legg, vice president of marketing for $168 million asset Cabrillo Credit Union, San Diego, and chair of the CUNA Mar-keting & Business Development Council Executive Committee: Evaluate processes. Map out your marketing activities and “sculpt” away... READ MORE

A Matter of Time

April 27, 2009
LEAD STORY Promotional messages emphasizing a person’s time and experiences with a product lead to more favorable attitudes and more purchases, according to Stanford Knowledgebase . Researchers Jennifer Aaker and Cassie Mogilner cite MillerCoors’ “It’s Miller Time” and Citigroup’s “Live Richly” as effective campaigns because they focus on the consumer... READ MORE

The Ultimate Question

April 24, 2009
What can marketers learn about member loyalty from a "rubber chicken" dinner? READ MORE

Aces of Diamonds

April 24, 2009
From left: Nancy Hutchinson, Kathryn Davis, Mary Olson Dianne Molvig Top award winners share their perspectives on marketing and business development. Top award winners at this year’s CUNA Marketing & Business Development Council Conference in San Diego were: Mary Olson , Hall of Fame inductee. Olson is vice president of... READ MORE

Hispanic Outreach: Mind the Four P's

February 20, 2009
Miriam De Dios, emerging markets director for Coopera Consulting , Des Moines, Iowa, cites four key areas credit unions must address in serving Hispanics: 1. Personnel. Hire people who are bilingual and already are connected to the Hispanic community. Train all staff about cultural differences. 2. Products . Be sure... READ MORE

Set the Stage for Sales

January 23, 2009
Carolyn Jordan Efficient, effective operations underlie sales success. A sales culture is the star of the show in today’s credit unions. Credit union professionals talk about achieving more sales and enhancing their sales culture. Yet they often fail to realize successful sales cultures are built on effective, efficient operational structures that... READ MORE

Member Service: Remote & Personal

January 23, 2009
Dianne Molvig   A remote sales force—a.k.a. relationship managers—can bring you closer to members. Time was, building relationships with members meant drawing them into your credit union to do business and then showing them what else you could do. The idea was to leverage branch traffic to generate more business.... READ MORE

Tough Times for (Small) CUs

December 23, 2008
Mike Schenk There’s no silver bullet for the current economic turmoil. Even in good times, small credit unions face unique challenges. Today’s economic mess is causing big financial and operational problems for many credit unions, but particularly for the smallest ones. National Credit Union Administration data show U.S. credit unions... READ MORE

Spotlight: Robert Cashman

December 23, 2008
‘My grandfather started as a CU volunteer in the 1940s.’ Who : Robert Cashman What : President/CEO Where : Metro CU, Chelsea, Mass. On being a third-generation CU executive: My grandfather and father preceded me at Metro. Intrigued by the idea of helping people, my grandfather started as a credit... READ MORE

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