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Over 30 Maine credit union marketers recently delved into the topics of leadership and innovation at the Strategic Leadership & Target Marketing workshop. Hosted by the Maine Credit Union Marketing Council at the Westbrook Credit Union Service Center, credit union veteran and industry speaker Shari Storm led the day as our Keynote and Innovation Lab Facilitator, while Jake Bennett joined the workshop via web conference from his office at POP in Seattle.
Shari Storm's, whose professional accomplishments include having been named an Innovator of the Decade by Net.Banker, leading the successful Verity Mom Campaign, and developing a financial counseling system that saved Verity Credit Union millions of dollars during The Great Recession, opened the workshop with a session called Victory through Segmented Marketing, a dynamic presentation examining how to best determine a target audience for a segmented marketing campaign. Affiliation, buying power, or specific areas and attributes the audience identifies with, along with selecting the proper communication channel were all key elements discussed. Noteworthy campaigns created by companies both within and outside of the financial services industry. She added that motivating others with measurable goals and finding ways for tasks to be fun aids in building a solid team. Storm advised leaders to, "Articulate. Orchestrate. Celebrate."
Jake Bennett, Chief Technology Officer at POP, shared Emerging Digital Marketing Trends with attendees via web conference from his office in Seattle. A, loyal credit union member for 10 years, he encouraged marketers to "think outside the bank" when approaching new campaigns. Bennett discussed the major demographic shift that is occurring and the opportunity it has created. Millennials now comprise 33% of the population and have shifted banking to the number one rank in the Millennial Disruption Index. Having been raised in an internet world, Millennials seek more social, mobile, and app-based financial services. Bennett advised marketers to look at the intersection of the demographic shift and the technology rollercoaster as an opportunity, not a threat. CUs should seek to align their organizations accordingly, adopt a digital first/mobile first strategy, ensure mobile-responsive design is in-place, and stay agile in the current climate. Seeking tools that get people excited and connected and video marketing also are high priorities for CU marketers.
The Maine Credit Union Marketing Council is an independent network of marketers, funded by dues, to bring networking opportunities together and pay for national speakers to present relevant topics.