Taking a Marketing Deep Dive into Data – 3 Must Have Reports

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For most marketers, looking at “the numbers” is not their favorite part of their jobs!  Having learned through the years how often I had to justify marketing expenditures and strategies to CFOs and CEOs, “the numbers” became my friends! Here are three reports that provide the initial insights: What do we have to work with this year? Report: Distribution of Members by Age Segment, overlaying loans and deposit dollars by the age segments. This report offers insights into what segments are …

Working the Opportunities with a Personal Marketing Plan

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If you have been in marketing for several years, one thing that can happen is that your creative muscle gets worked hard during office hours. That may leave little creative energy for later, when you are considering new ideas or work on fun personal projects that excite you. Very important is to have a focus on creating marketing for “You, Inc.”  And, you may be rolling your eyes as you read this, thinking that you’re not an entrepreneur, but you’re …

To Grow, Do You Focus on Lifetime Value or One-Offs?

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There are three dangers that come from setting growth goals in a strategic plan each year that not only may not be attainable, but more importantly are not grounded in developing new members once they join. First, there is the danger of being self-defeating by making up a number, like; “Grow membership by10%” after a year of attracting 3% growth. The second danger is not having a strategy for attracting members in the age segments necessary to bring in loans and/or …

What’s Your Growth Strategy? Creating Your Lifetime Value

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In his book, Outliers, Malcolm Gladwell states that to achieve mastery in a sport, music, or other field of work takes 10,000 hours. While it is easy to joke that you have accrued “10,000” hours in your 5-year career of 8-hour days, you can’t stop adding value to “you” as a business. By updating, re-educating, gaining experience and practicing, we are never fully cooked or “done” improving. Think of how many books you have read in the last month, whether fiction, …

Remember “People Helping People”

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As a newbie marketing director,  I was told the foundation of a credit union was “People Helping People”.  It was the statement of pride for each credit union about why they were in business and added to it was, “Not for Profit but for Service”. For a credit union, it really was a great foundation for talking about why someone should become a member. Whether the credit union was a single sponsor charter or had a large list of Select …

Ready to Talk about Brand “You”?

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So often, marketers are not as good about marketing themselves as they are for their organization. Yet, building your own personal brand is key to more opportunities and better career moves, even within your current organization. Here are three things that are the building blocks to your personal brand: Your Competitive Advantage – why should someone hire you, promote you, want you on their team or to be a friend? Is it experience, expertise, knowledge, or education that makes you …

3 Ways to Make Your Marketing Matter – Starting Now

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The New Year enables a fresh perspective on achieving goals across the coming months, and yet the time seems to fly by because of busy schedules, so many people asking you for things and shifts or changes in your marketing plan from senior management. Want a few great ways to stay focused and efficient even when senior managers are throwing wrenches into your nicely laid out plan?  Here are my three “go to” solutions: Create a Swipe File – Set …

Let’s Get Personal

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When was the last time you were able to take the time to step away and plan for your career or develop personal goals or dreams about what’s next for you?  We’re all so busy that often our own personal marketing falls to happenstance. Here are 3 hacks to help you sharpen your focus and improve efficiency in your personal marketing to capture those amazing opportunities that you dream about! Simple Personal Marketing Plan – There are 3 quick things …

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 …