3 Lessons For Credit Union Marketing From A World-Class Fisherman

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orange fish on a line with teal water drops

“The fishing was good; it was the catching that was bad!” – A.K. Best

On a recent beach trip, I saw charter fishing boats move almost in unison from one spot to another. It was obvious why they were doing this. With their high-tech gadgets and vantage points, they were following a school of fish while ensuring their paying customers a guaranteed successful outing.

It got me thinking, with all the beautiful ocean, how much more successful would they have been if they ventured off on their own without the chaos and fish deterrents of the other boats around? Surely more schools of fish were swimming around within just a few miles.

Parallels between fishing and problems we face in the credit union community came to mind. With so many lenders, banks, and fintechs competing with credit unions, we can sometimes feel like those charter boats, trying to land the same people and scaring or annoying many people off in the process. After all, from the bottom looking up it would probably appear that each boater (financial institution) is the same. We even dangle the same bait in front of them in this line tangling contest.

How can credit union marketing and business improve? For that, I look to my father and his advice on fishing. No, he’s not a world-class business leader or credit union savant, but he is a world-class angler and has fished with (and beat) the best. Years ago, he shared with me his knowledge of what makes someone a professional and how to best compete in a tournament. Here are my three key takeaways:

  1. Data – His tournament started months or years before the day it began. Every lake, every single day fishing, every spot fished on the water, the time of year, every lure, watercolor, water temperature, weather conditions, I could go on and on. He documented the variables and, equally as important, the results. When the tournament began, he eliminated chance and used strategy. Why use a lure that failed under similar conditions before? He would prepare to use the ones that proved to be most successful.
  2. Preparation – In business, time is money. For a fisherman, time is fish. Would you rather use it casting and replacing lures or other work you could have prepped ahead of time? He used his data to gain insights and set up a number of rods and reels with the most strategic lures. His goal was to maximize his time with a line in the water and not in the boat.
  3. Distance – Unlike those sea charters wrangling for the same school of fish, he would make a point to do the opposite of his competitors. At the start of a tournament, all his competitors would accelerate and push to the farthest ends of the lake. He recognized the wasted time and the disadvantage of fishing with competitors around his boat. Instead, he took a moment to relax and wait. Once his competition was all headed in another direction, he would pull the boat to the bank and start casting. He figured he could land a nice-sized bass or two before they even started fishing so he would start the tournament in the lead. Give your credit union some space by finding your niche.

If you’re wondering why you aren’t growing members or loans even though you have a great team and products, it’s time to review your data, prepare a new strategy, and distance yourself from your competition. After all, it doesn’t matter if the fishing (your credit union marketing) is great if the catching is not.

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Sara Breckbill

Social Media Manager

Sara is YMC’s very own Social Media Manager, and she has the experience and know-how to take your social media presence to new heights. Since her first college course on social media marketing, she’s known, “This is something I could do, and be happy doing it!” Her three guiding principles in branding: consistency, relatability, and humor. She knows people remember things that make them laugh or make them feel seen, so it’s no surprise she excels at crafting strategic and engaging social media content. Her advice to young marketers is the same motto she lives her life by: Enjoy the journey! Collaborative and creative, she feels right at home at YMC.
 
In her downtime, Sara enjoys Japanese food, hot or iced coffee, and listening to her favorite singer-songwriters. Some day, she hopes to visit Niagara Falls in person, but in the meantime, she’s happy to enjoy the journey.
Mandy Garman headshot

Mandy Garman

Graphic Designer

Meet Mandy, one of YMC’s in-house Graphic Designer phenoms! Honing her craft from an early age, Mandy constantly strives to innovate design and refine her artistic techniques. An avid believer in “quality over quantity,” she feels right at home with YMC’s focus on details and dedication to providing unique strategies. In fact, her marketing philosophy reflects this drive for excellence and commitment to substantial work, “Brand consistency is key for all marketing materials. Also, I believe less is more in graphic design. White space is your friend, and the logo does not always need to be the main focal point.”

A Nashville native, Mandy is intimately familiar with the profound effects of great art and stellar design. Especially influenced by the city’s music scene, one of her lifelong ambitions – besides trips to Italy and Japan – is to professionally create album covers. When she isn’t practicing her craft, you might catch her out and about enjoying matcha boba tea or at her favorite dining establishment: Mas Tacos. That, or obsessing over her Persian cat, Benny!

Reh Harvey

Vice President of Digital Strategy

Reh Harvey, our Vice President of Digital Strategy, leads with diligence and fervor. Having previously been a member of Team YMC, he is excited to return to such an amazing culture and even more amazing people (his words)! Through his experience in the marketing world, he’s found the key to success is to stay on the cutting edge and to always keep evolving.
 
Although originally drawn to marketing for its lack of math, Reh now finds himself doing more math than he would’ve bargained for. But his self discipline and positive attitude make it easy for him to laugh and take it in stride. Hoping to one day visit Japan and enjoy some premium Sushi, Reh lives life by his creed: Be a good human. Do good work. And above all, just keep going.

Hailey Madej

Graphic Designer

As YMC’s in-house Graphic Designer, Hailey possesses an eye for detail and a drive to innovate. It’s no surprise though since being creative runs in the family! Inspired from an early age by her mom’s work as a Graphic Designer, Hailey is a seasoned expert whose talents bring vitality and accessibility to every project. As a UX/UI designer, she expertly blends the intuitive and the creative for all to enjoy.
 
In addition to the occasional freelance project, Hailey also lends her abilities to supporting art initiatives within her community, such as the Belleville Mural Project. Her favorite aspect of joining the YMC team is the friendly, uplifting culture and breadth of design tasks. When it comes to marketing, she believes in pushing boundaries and maybe breaking some rules to capture her audience’s attention. Her advice to those just starting out? “Always seek quality over quantity.”

Dexter Ochoa

Development Assistant

When it comes to blending logical thinking and creative problem solving, Dexter’s abilities are undeniable! Beginning his career as a Web Developer, he’s no stranger to the wide world of Marketing and Advertising. Calling Biñan City in the Philippines home, Dexter has a burning desire to visit the Alpine peaks and valleys of Switzerland. While that journey may be far off, he is still no stranger to international travel. While visiting Japan, he was able to enjoy his favorite delicacy: Sushi and Sashimi. He also learned unexpected facts about Japanese Yen, specifically that it has special markings for the blind to know its value!

Whether he’s enjoying a cup of coffee in the morning or the occasional Pale Pilsen in the evening, Dexter is eager to work with the talented professionals of YMC, and we’re just as eager to add his talent to the team as well! His marketing words of wisdom? “Be creative, and just do what you want!”

Andrew Wyche

Copywriter

Hailing from the NC state capital (that’s Raleigh if you didn’t know), Andrew is YMC’s Copywriter extraordinaire. That’s why he knows that “The verb form of ‘reconnaissance’ is ‘reconnoiter.’ The former is, strictly speaking, a noun.” Seriously, he knows his words and he’ll use those words to get bold and weird (in a good way) with his copy. Fuelled by a love for pasta, shellfish, a good single malt, or a meal consisting of all three, Andrew navigates life with a motto engraved in his heart: “Choose kindness. Always.” It is this guiding principle that has led him to explore the realm of marketing, driven by a desire to connect with people in meaningful ways. As he continues to chase his dreams, one bucket list item stands out above the rest – a pilgrimage to Scotland. With his heart set on adventure and his pen poised for creativity, Andrew’s journey is far from over.

Alex VanHaasteren

Senior Web Developer

Alex is YMC’s Senior Web Developer and, as the title suggests, she is an absolute pro! While she initially started in graphic design – working long and hard to expertly bring concepts to life – she also felt drawn to technology and applying her natural ability to problem solve. Web Development proved the perfect blend of her creative passion and technical savvy.

When Alex is out with friends – including her YMC colleagues – she’s up for Greek cuisine or some good pulled pork BBQ washed down with Diet Coke. Or an Old Fashioned, if the occasion demands. Someday, she hopes to go to Africa on a safari. Hopefully she’ll see a giraffe in the wild, because – as she’s pointed out – its neck is too short to reach the ground!

When she isn’t jamming out to T-Swift, she’s happy to impart some marketing words of wisdom, “Aim to create something unforgettable.” For day-to-day inspiration, she would remind you of two fundamental truths: You decide your happiness, and Ice cream is its own food group—not just a dessert.

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