Effective Marketing Strategies and Campaigns During a Recession Save Money, Enhance Your Exposure
Cost-Effective Tools <ul><li>Press releases </li></ul><ul><li>Articles </li></ul><ul><li>Newsletters (HTML or PDF) </li></...
Press release uses <ul><li>Work with the media for placements </li></ul><ul><ul><li>Leadership (positions) </li></ul></ul>...
Article Advantages <ul><li>Work with the media for placements </li></ul><ul><ul><li>Positions as leader </li></ul></ul><ul...
Newsletter Benefits <ul><li>Create a community with members </li></ul><ul><li>Become an educator (resource) </li></ul><ul>...
Website Activity <ul><li>Leverage cost-effective online presence </li></ul><ul><li>Push message out to members, pull ‘em b...
Social Media Tools <ul><li>What is social media? (Not just blogs!) </li></ul><ul><ul><li>Twitter (grown 1,989% in 1 year -...
Email Strategies <ul><li>Be relevant </li></ul><ul><li>Design for the preview pane </li></ul><ul><li>Show me you know me <...
Online Audio/Video <ul><li>Adds another dimension to website </li></ul><ul><li>Creates interest </li></ul><ul><li>Keep rec...
Advertising Possibilities <ul><li>Don’t quit, be smart! </li></ul><ul><li>SEG publication </li></ul><ul><li>SEG website </...
Putting it all together <ul><li>Find out where your members are </li></ul><ul><li>Use a multi-pronged approach to hit your...
Campaign <ul><li>Announce new service or product: </li></ul><ul><ul><li>Press release to local press </li></ul></ul><ul><u...
Tracking Results <ul><li>Website </li></ul><ul><li>Social Media sites </li></ul><ul><ul><li>Google Alerts, Technorati, Jod...
Questions? <ul><li>Mike Lawson </li></ul><ul><li>DML Communications </li></ul><ul><li>760/845-8146 </li></ul><ul><li>[emai...
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South Carolina/North Carolina Credit Union Leagues Effective Marketing Practices

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Effective Marketing for Credit Unions during a Recession

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South Carolina/North Carolina Credit Union Leagues Effective Marketing Practices

  1. 1. Effective Marketing Strategies and Campaigns During a Recession Save Money, Enhance Your Exposure
  2. 2. Cost-Effective Tools <ul><li>Press releases </li></ul><ul><li>Articles </li></ul><ul><li>Newsletters (HTML or PDF) </li></ul><ul><li>Website </li></ul><ul><li>Social media </li></ul><ul><li>Email </li></ul><ul><li>Video/Audio </li></ul><ul><li>Advertising </li></ul>
  3. 3. Press release uses <ul><li>Work with the media for placements </li></ul><ul><ul><li>Leadership (positions) </li></ul></ul><ul><ul><li>Credibility (builds) </li></ul></ul><ul><li>Create story ideas for feature articles </li></ul><ul><li>Create testimonials </li></ul><ul><li>Create newsletter content </li></ul><ul><li>Create website content (press section) </li></ul><ul><li>Create content for social media channels </li></ul>
  4. 4. Article Advantages <ul><li>Work with the media for placements </li></ul><ul><ul><li>Positions as leader </li></ul></ul><ul><ul><li>Enhances credibility </li></ul></ul><ul><li>Member case studies (educate) </li></ul><ul><li>How to… (educate) </li></ul><ul><li>Features (prominence) </li></ul><ul><li>Profiles (prominence) </li></ul><ul><li>Q&A (educate) </li></ul><ul><li>Opinion/Editorial (educate) </li></ul>
  5. 5. Newsletter Benefits <ul><li>Create a community with members </li></ul><ul><li>Become an educator (resource) </li></ul><ul><li>Creates conversation with members </li></ul><ul><li>Enhances brand </li></ul><ul><ul><li>Adhere to consistent release dates </li></ul></ul><ul><li>Rewrite press releases and articles for content </li></ul><ul><li>Leverage online technology for distribution </li></ul><ul><ul><li>HTML (email) </li></ul></ul><ul><ul><li>PDF (post to website to download) </li></ul></ul><ul><ul><ul><li>To enhance member interactivity, be sure to include links to videos, podcasts, blogs, Twitter, graphics, etc. </li></ul></ul></ul>
  6. 6. Website Activity <ul><li>Leverage cost-effective online presence </li></ul><ul><li>Push message out to members, pull ‘em back! </li></ul><ul><li>Keep it fresh! </li></ul><ul><ul><li>Post member/staff testimonial videos weekly </li></ul></ul><ul><ul><li>Post member/staff testimonial podcasts weekly </li></ul></ul><ul><ul><li>Post news and educational articles weekly </li></ul></ul><ul><ul><li>Post educational and member service blogs daily (try!) </li></ul></ul><ul><ul><li>Tweet about events, product benefits, milestones, etc. and link to website (use www.tinyurl.com) </li></ul></ul><ul><li>Updating site and blogging frequently enhances search engine performance </li></ul>
  7. 7. Social Media Tools <ul><li>What is social media? (Not just blogs!) </li></ul><ul><ul><li>Twitter (grown 1,989% in 1 year - 1 mil to 21 mil) </li></ul></ul><ul><ul><li>Facebook (#1 social networking site - 87 mil June) </li></ul></ul><ul><ul><li>My Space (Gen Y audience) </li></ul></ul><ul><ul><li>YouTube (post videos and embed to website) </li></ul></ul><ul><li>Two-way communication with members — immediate! </li></ul><ul><li>“ It’s not a campaign, it’s a relationship.” </li></ul>
  8. 8. Email Strategies <ul><li>Be relevant </li></ul><ul><li>Design for the preview pane </li></ul><ul><li>Show me you know me </li></ul><ul><li>Don’t be HTML-centric </li></ul><ul><li>Be free from attachments </li></ul><ul><li>Go mobile </li></ul><ul><li>DON’T SCREAM!!! </li></ul><ul><li>Shorter is better (for subject lines) </li></ul><ul><li>Get permission! </li></ul><ul><li>Segmentation sells </li></ul><ul><li>( And don’t forget to test!) </li></ul>
  9. 9. Online Audio/Video <ul><li>Adds another dimension to website </li></ul><ul><li>Creates interest </li></ul><ul><li>Keep recordings short (2-minute rule) </li></ul><ul><li>Be consistent about posting new pieces </li></ul><ul><li>Production steps for Audio/Video pieces </li></ul>
  10. 10. Advertising Possibilities <ul><li>Don’t quit, be smart! </li></ul><ul><li>SEG publication </li></ul><ul><li>SEG website </li></ul><ul><li>Community newspapers </li></ul><ul><li>Sponsor charity events (give back!) </li></ul><ul><li>T-shirt </li></ul><ul><li>Leverage an education message in ad </li></ul><ul><li>Use anecdotes </li></ul><ul><li>Remove “salesy” talk </li></ul>
  11. 11. Putting it all together <ul><li>Find out where your members are </li></ul><ul><li>Use a multi-pronged approach to hit your targets </li></ul><ul><ul><li>Not every member will see your message in one channel, so leverage each one with the same message </li></ul></ul><ul><ul><li>Retain the same message in each channel, but tailor it according to the channel </li></ul></ul><ul><ul><li>Cross-market your channels </li></ul></ul><ul><ul><ul><li>Encourages audience to discover and see same message in different channels </li></ul></ul></ul><ul><ul><ul><li>Enhances usage and/or visibility of other channels </li></ul></ul></ul><ul><ul><ul><li>Ultimately enhances opportunity for increased product or service adoption from members </li></ul></ul></ul><ul><ul><ul><li>Get members to become your ambassadors! </li></ul></ul></ul>
  12. 12. Campaign <ul><li>Announce new service or product: </li></ul><ul><ul><li>Press release to local press </li></ul></ul><ul><ul><li>Educational article placed in local publication (post on website) </li></ul></ul><ul><ul><li>Blog about it and encourage feedback from members </li></ul></ul><ul><ul><li>Tweet about it (include link) </li></ul></ul><ul><ul><li>Produce audio or video member usage testimonials </li></ul></ul><ul><ul><li>Post on website </li></ul></ul><ul><ul><li>Place in credit union newsletter (email) </li></ul></ul><ul><ul><li>Ad in SEG publication, statement, community newspaper, etc. </li></ul></ul><ul><ul><li>Don’t forget to cross-market message in each channel! </li></ul></ul>
  13. 13. Tracking Results <ul><li>Website </li></ul><ul><li>Social Media sites </li></ul><ul><ul><li>Google Alerts, Technorati, Jodange, Trendrr, Lexicon, etc. </li></ul></ul><ul><li>Media placements </li></ul><ul><li>Email responses (clicked on links) </li></ul><ul><li>Inbound calls (“Where did you hear about this product?”) </li></ul>
  14. 14. Questions? <ul><li>Mike Lawson </li></ul><ul><li>DML Communications </li></ul><ul><li>760/845-8146 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.dmlcommunications.com </li></ul><ul><li>www.twitter.com/dmlcomm </li></ul><ul><li>http://dmlcomm.blogspot.com </li></ul>

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