Measurement and Marketing: Achieving Real Results

This month, CU Grow will be heading to the MAC Conference in California. We had a chance to chat with one of the session speakers, Anne Legg, VP of Marketing for Cabrillo Credit Union. Anne along with Neil Goldman, President of Member Research, will be discussing the importance of marketing research to achieve better results. Here are a few key points that Anne suggests that credit unions implement to improve engagement with members:

• Analyze member responses from an email campaign and compare to current products that they have with your CU to determine what they might be interested in.
• For Gen Y engagement, take the time to know who and what before developing marketing tactics to reach your specific target market instead of only relying on generalized Gen Y research.
• Email marketing can provide better in-depth knowledge of your members than direct mail for specific campaigns. Understanding more about your members leads to better engagement.

To hear more useful tips from Anne, check out the podcast below:

Thanks for checking out this podcast for useful research tips. If you have a marketing research tip for CUs, shout back and let us know.