The holiday season may feel far away, but when it comes to credit union marketing, now is the time to get ready. Especially if you're looking to deepen relationships, attract new members… stand out amid the seasonal noise.
Each year, the competition heats up. Brands go all-in, deals flood every channel, and consumers – well, they’re excited, but also more cautious than ever. Inflation, rising costs, economic uncertainty – this mean people are deal-hunting and comparison-shopping. In fact, 72% of consumers say they are concerned about rising costs.
Let’s take “Lisa,” a mom in her 30s scrolling through Pinterest for gift inspiration. Did you know that during the holidays, 10 new boards pop up every second? She’s not just browsing – she’s opening herself to discovery. And that is your window, too.
So... how can your credit union be better at market itself during the holidays this year? Let's break a few things down.
First up, segment smarter. Personalization always wins more attention. Also, go ahead and build out your A/B tests now. Try different creative angles – emotion vs logic, savings vs experience.
How about creating re-engagement automations. Maybe it’s time to say hi to those dormant contacts. It’s also time to show appreciation to your best members. In the season of giving, this is your opportunity to connect at a deeper level with your members.
Speaking of your members, it’s also important to realize that not everyone’s traveling. For the first time since 2021, fewer Americans plan to hit the road at just 34%. Now that you know this, how do you think that plays into the psyche of your ideal member? How might you position the credit union as warm, approachable, and helpful?
And where might you find your members this holiday season. Streaming video. Streaming viewership rises during the holidays. Yes. Did you know that viewers spend 8% more time watching streaming programming in the fourth quarter compared to the rest of the year. So make sure your message lands where your audience is already relaxing during the holiday season.
Finally, highlight deals with purpose. One study suggests 85% of U.S. shoppers plan to take part in significant sales events this year. Now, do you need a special low rate for the holidays? No, not necessarily. You can tap into urgency and excitement, the sense of belonging, curiosity and tradition without a rate special. It's all in how you package it.
Be clear, be timely, and show value.
Holiday success isn’t about shouting louder; it’s about connecting better. Start planning early, and your credit union won’t just compete.... you’ll shine. And as always, remember: Ideas spark change, actions ignite them.