It isn't always easy to decide what to do.

How to decide when to stop or push ahead

Marketing is an inexact process that sometimes takes a long time to pay dividends. Which might be why so many CFOs aren’t sure it’s worth the cost. Numbers People usually prefer to track a quick return on a specific investment, with digits they can show on a spreadsheet. But marketing isn’t accounting. That’s not to…

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get a glimpse into what people are thinking about all year round

Does your marketing calendar pass the Google test?

It’s human nature to keep doing the same thing year after year, and Credit Union marketers are no different. CUs tend to push home equity loans in the Spring, car loans in the Fall*, and Visa cards right before the holidays – because they always have. Now if that sounds like your entire Marketing Plan, then you should probably bring in some outside help. In…

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gather your wits, sprout a spine, and point out a few things that your CFO/CEO may have overlooked

Why would anyone join a credit union they have never heard of?

To many credit union CFOs (and CEOs that used to be CFOs), Marketing is just overhead. They don’t understand it, they don’t value it, and it doesn’t connect in their minds with the personnel and facilities it takes to keep branches open. To them, cutting the marketing budget is a quick fix when you need…

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People have more and more ways to disconnect from your marketing

Why rent eyeballs when you can own?

Traditional media is based on buying exposure – how many people will see this newspaper ad, this TV spot, this outdoor board, this trade show booth. As a result, buyers of traditional media calculate what it will cost to rent eyeballs just long enough to get a message across, then pray for a 1% response…

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