Why your credit union marketing strategy is failing – or is It?

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Oh, the frustration! An increased budget. An innovative strategy. Hopeful execution. And then… nothing. Sometimes, it results in denial, and other times, it results in doubling down on the failing strategy, hoping a little more elbow grease will make an impact.

I see this often with credit union leaders who reach out about their marketing. It’s just not working! And yes, sometimes we even see this with our clients. After 15 years of perspective, I’ve found three common reasons for a failed marketing strategy. Perhaps one or all of these sound familiar to you?

1.     Watching paint and boiling water. “Where are the new members?” “Where are the new loans?” Wait, this thing just launched two days ago! Much like you wouldn’t plant a seed and pull it up every few days to check the roots, you shouldn’t do that with your marketing. You implement an excellent credit union marketing strategy, and in no time, the post-mortems begin. You start tinkering with strategy (pulling up that seed to check the root), and then it becomes a certainty that nothing will grow.

Sometimes, we DO get it wrong and need to fail fast and fail cheaply, but if you’ve done your homework, have a sound strategy, and are starting to see results, leave well enough alone. Wouldn’t you rather “fail” for six weeks and see success over the course of the year?

2.     Right strategy. Wrong tactics. As mentioned above, strategy should be rooted in good, strong data. Perhaps your strategy is sound, but your tactics need to be revisited. Think back to 2011 when Netflix bungled its pricing change. Research analysts calculated that Netflix could have lost up to 30% of its recurring income because of the way it tried to split up its subscriber plans between DVD rentals and streaming downloads. Splitting the physical DVD rental business from the streaming download market made a lot of sense. The problem wasn’t with the strategy but with the not-so-well-thought-out tactics used (which, yes, the company did fix.)

3.     The dogs don’t like the taste of your dog food. What?!? We’re a credit union! What does dog food have to do with anything? Stick with me.

There’s an old story about a dog food company where sales were down, profits were down, income was down, and the people were down because of that. Marketing experts were called in. Every facet of marketing was considered and reworked. Packaging. Distribution. Ads.

Then, nothing. Sales were still down. Because the problem was related to sales, they hired some sales trainers. The top sales trainers from across the nation were hired and paid big bucks to train the sales force in advanced sales strategies. At one of these sales meetings, a junior salesman raised his hand. The expert sales trainer called on him.

“I know why sales are down.”

“You?” questioned the sales trainer. “You know why sales are down?”

“Yes. I know why sales are down.”

“We have had the top consultants in the country working on this, and they couldn’t figure it out, and you, Junior John, know why sales are down.”

“Yes, I know why sales are down.”

“Well, tell us then! Why are sales down? Enlighten us!”

“Dogs don’t like it.”

“What?”

“Dogs don’t like it.”

“Excuse me? What do you mean dogs don’t like it?”

“Dogs don’t like it.”

“We have had some of the top scientists in the world developing this dog food formula. How can you criticize our dog food?”

“Dogs don’t like it.”

Why do your credit union marketing efforts seem to fall short? In our onboarding process with a new marketing client, we often find the real reason for stunted growth: Loan apps are clunky. Response times are too slow. Offerings are not relevant. The list can go on.

Out of the many reasons your marketing may not be working, a common one is that members simply don’t like what you have to offer.

For more than 15 years, we’ve been using a time-tested process to walk clients through achieving next-level growth opportunities before spending even one cent on marketing. Perhaps we can help you, too?

If the answer is yes, let’s talk!

Let's Get Started!

Robb Cribb

Marketing Strategist

Initially from the client side of YMC, Robb has taken the plunge into the world of marketing to provide his expertise as your strategist. With years of experience in the financial sector – both credit unions and banks – he says, “I didn’t pick the financial space. It picked me.” But what brings him to YMC is the same motivation that drew him to the credit union industry: making a difference in people’s lives and helping them achieve what they never imagined. Possessing a fighter’s spirit, he lives his life by the words of the Italian Stallion himself, Rocky Balboa, “You, me, or nobody is gonna hit as hard as life. But it ain’t about how hard you hit. It’s about how hard you can get hit and keep moving forward.”
 
Whether he’s talking shop over a client dinner or unwinding at the end of the week, Robb enjoys a nice cut of steak and a nicer pour of bourbon to wash it down. A straightforward yet no less refined pairing, this combination perfectly reflects his marketing philosophy that, sometimes, simple is much more impactful.

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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