E-Scan Offers Marketing Tips

MADISON, Wis. – With only 26% of young adults age 18 to 24 as credit union members, the CUNA 2003-2004 Environmental Scan advises credit unions to be the first financial institution this group uses or the first one to offer a particular financial service. The report finds that “unlike checking, debit, and credit card accounts, savings account penetration does not increase with age. That said, if teenagers are going to own a savings account, it’s important for credit unions to secure that business before children reach their teen years,” According to E-Scan the following 10 marketing tips can help credit unions attract young adult members: * Emphasize product attributes instead of image only. * Be true to your brand; be honest and deliver on promises. * Be where they are. Use wild postings and guerrilla marketing. Give away t-shirts at concerts and sporting events. * Tie in with characters from TV, film, and sports who are highly identifiable with young people. * Keep it fresh. * Find the thought leaders and benefit from word-of-mouth. * Inform and empower them. Help them make their own decisions. * Show them the benefits. * Use humor and irony. * Include information on other “cool” stuff. For more information about the CUNA 2003-2004 E-Scan visit www.cuna.org