Marketing Fail – Automated Personalization

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A benefit of big data is the ability to use pieces of information that is collected to personalize e-marketing or direct mail. Case studies have shown that people will respond better when the message is tailored to them rather than generic. It is especially effective when trying to make an emotional connection with the target. However, it is very important not to rely on automated personalization straight from your data pull. For example, social media platforms and vendors who allow …

Connecting the Dots

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When sending an email or a letter to someone in your network, applying for a new position, or corresponding with a senior manager, make sure to connect the dots. It’s amazing how often people forget to give the reader the context of your message. For example, explain the reason for contacting them: Following up from a past meeting Passing along a new piece of information that is of value from past conversations Saw him/her speak A mutual friend that you have A …

Brand Message in 8 Seconds

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What…8 seconds? Yes, it seems that we now have less of an attention span than a goldfish! While it used to be 12 seconds 7 years ago*, with the cacophony of images, media and messages flowing at us at a faster pace from our mobile devices, our brain has mastered more flitting! How do you even get your marketing messages into 8 seconds with comprehension? Your brand story and any marketing message has to be so clear that it can …

Your Personal Brand in 8 Seconds

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It is always important to have an elevator speech that is 30 seconds or less about you as a business and what you do. Yet, if our attention spans are getting shorter, it is even more important to have one that grabs interest and plants your brand in the other person’s mind. To grab attention during a quick attention span, consider these key things to include in your personal brand message: Benefit – What problem do you solve for someone …

Plan Ahead for 2017 with These 3 Steps to Your Story

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Recently, I was asked to share my thoughts by a Credit Union Journal reporter about the problems at Wells Fargo with their cross-selling goals fiasco. The questions were about the opportunity for credit unions to attract prospective members from the negative media coverage. Having worked with credit unions for many years, here is what I said about positioning themselves as an option. Whenever there is a concern over banking, trust or financial security; credit unions can gain momentum if they …

Building Your Story for Enhancing Success

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Aren’t we all suckers for a great story? If a story touches our heart, our emotions, we are also more likely to remember it. So what is your story? Here are three ways to get started: Create a compelling mission that includes what you want to accomplish, the difference you want to make, and the ways you are making people lives, relationships, and/or businesses better. Describe a situation that illustrates how you came to understand your mission that made it …

The 5 Key Questions to Jumpstart 4Q Ideas to Reach Goals

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Seems by the end of summer, everyone starts to get back to business much like kids go back to school! There is a lot of flurry to do strategic planning and revisit goals to determine 2017 goals. It can really start to build an overwhelmed feeling, so here are 5 questions to focus attention on the last push for achieving credit union success for 2016: 1. In what age groups, geographic areas, or product types are we not growing? Reviewing your …

Battle That Laissez Faire of Summer

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5 Ways to Jumpstart Your Creativity When you are distracted, stressed or just busy up to your eyeballs, it is often hard to be the most creative. In marketing, being able to come up with that next promotion theme or offer is usually on demand. As Albert Einstein said, “Creativity is intelligence having fun!” So, one of the best things to jumpstart yours is by using humor. One of my favorite tools is a pack of cards called the Creative …

3 Tools to Analyze and Report Your Marketing Success

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What Did We Get for the Marketing Dollars Spent?  In today’s competitive marketplace, every marketing dollar must work hard to provide results. When you are tasked with planning a promotion, it is helpful to determine what it will take to recover the marketing costs you plan to expend. Marketing Cost Recovery – As you plan the marketing promotion or campaign, determine how many products must be sold to recover the marketing costs. For example, if you plan a loan promotion, …

5 Writing Tips for Marketers (& Non-Marketers)

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1. Try the One Question Format. Attention spans are short today, especially because of the online byte-size news and information.  So, a great way to make it easy to attract attention and engage a member is to present one question that members ask with the quick answer!  This is also an easy way for you to get started with an email, a newsletter article, or a promotion theme.  Discuss industry news, take a stand, ask and answer questions, include a …