Author Archives: Randy Schultz

4 Steps to Earning Your Seat At the Big Table

Yes, I said earning your seat. I talk to marketers every day at conferences, workshops, presentations, and on the phone, and they all ask the same questions, “How do I get the respect I deserve?” Or my favorite, “Why can’t I can’t get anyone to listen to me?” Really? My first thought is if you are worrying about your seat, you’re likely not doing your job. And if you’re not doing your job, you’re never going to see that seat.

“The staff doesn’t even respect us,” one will say. While another adds, “Oh yeah, well my Board just thinks I’m sitting in here talking on the phone and designing statement inserts all day.” My question back to you would be – “What are you doing to change any of this?”

I can tell you from talking to those who you want to be seated with, what the perception of many marketers has been for years, and sadly, it’s changing slower than any of us would like to see.

CLICK THE BLOG TITLE TO READ MORE

Where is the future taking us?

I’ve spent a great deal of time travelling across the country in credit union land past few months. I have talked with credit unions from the Caribbean to Canada, across the Midwest and all points between who do a fabulous job of doing what credit unions do best – building relationships with people.

As I’ve listened, taken notes and absorbed what I’ve seen and heard, I continue to reflect back to when I was much younger guy (some of you may even remember that) in the industry and what has, and hasn’t changed. From a marketing standpoint – wow. The exuberance and challenges held by a handful of us back in the 80′s and 90′s – that we were going to make a difference and break our credit unions out of the box in the process – has now been echoed by an infinite number of brash, young, smart marketers across the country who ARE making that difference. And what a great thing it is to see.

CLICK THE BLOG TITLE TO READ MORE

What does the credit union carrot we’re really dangling look like?

Experts. They all have the answers, right? I think that’s what differentiates those who claim to be experts of the credit union industry from those who merely state that they are “students of branding” for the industry. The latter are the people who know how to ask questions and challenge you. They’re the people who don’t pretend to know who you are and what you should be doing to elevate your message and your experience to members and consumers without asking some smart questions first.

CLICK THE BLOG TITLE TO READ MORE

If you could deliver a single message to the credit union executives reading this story, what would it be?

Yes, I’m asking YOU. The marketer reading this article.

How about this? Just to be careful and think through the importance of keeping the credit union’s story out there – who you are, what your brand is all about, and the kind of relationships you continually strive to build internally, with members, and the communities we have involved ourselves in.

So now you’ve heard mine…what would your message be? For some it might be this one. “Marketing isn’t an expense…it’s as necessary as keeping the lights on…and when done the right way…that’s exactly what it will help you do.” Or, “Marketing is an important part of our management team…make me accountable, make me work for it and I’ll show you some results. My point is that if you want to be noticed – you are the only one that can make it happen.

CLICK THE BLOG TITLE TO READ MORE

Jargon Gymnastics

Why would anyone be confused as to what a credit union actually is – or what it does – when comparing it to a bank? I mean, it’s perfectly clear, right? Or maybe not so much.

How do we learn to differentiate ourselves without confusing the average, younger consumer who isn’t clear on what a credit union really is? Certainly being more public and clear with our basic message makes sense – telling people who we are and aren’t. Explaining to them that we aren’t part of that telephone company, university, or technology giant doesn’t alway work. Oh yes, you can join us. Using language like “we’re a community chartered not-for-profit cooperative financial institution” is a bit complicated. You know, like a bank, but not really like a bank. Wow. Do we ever stop and listen to ourselves? Is more marketing really the answer? Or is a more defined strategy and approach to who we want to be before we continue our marketing the real answer?

CLICK THE BLOG TITLE TO READ MORE

Are we helping people solve their problems?

“Nobody cares about your products… people care about their problems. People do not want a relationship with your credit union, they want the benefits a relationship can offer them.”

Not my words, and I wish I could remember whose they were, but I believe they accurately sum up the divide between what credit union members want – and what our existing members and consumers in general need & expect. As long as we insist on telling them things they don’t care about, you can bet that any measure of success will be difficult to achieve. My opinion…we need to tell them more stories. And by that, I mean true member stories about how we’ve helped someone with their life, or the life of their family. Wow…what a concept. Telling someone a story about people helping people – not about products helping people.

CLICK THE BLOG TITLE TO LEARN MORE

Setting the Credit Union Brand Apart

What’s in a name? And why would I talk about the name when this article’s headline is about brand? Any strategic marketing agency who actually does this for a living will tell you that a credit union, despite the name (full of history and heritage, or new and often with a subtle link that pays homage to its legacy), is as much, if not more, about…yes…wait for it…the credit union’s “brand” than it’s name.

The name is significant for sure. But if you are telling me that members only go to credit unions because of the name on the building, and not because of the people inside – the great staff they have built relationships with, who have helped them in times of need (because that’s what credit unions do, right?), listened to their stories, and helped guide them sometimes more than just financially – well, you need to be in a different line of work.

CLICK THE BLOG TITLE TO READ MORE