ALBANY, N.Y. (11/19/14)--Credit union marketers shared ideas and were encouraged to try new strategies during the Credit Union Association of New York's (CUANY) 2014 Marketing Conference recently in Saratoga Springs, N.Y.
The conference kicked off with a panel discussion facilitated by Eric Gagliano, executive vice president of the Market Match marketing firm. During the discussion, several credit union marketers were given an opportunity to share their marketing campaigns with attendees and receive payback.
"I thought the panel was a great addition to this year's marketing conference," said panelist Meg McGee-Pelkey, marketing specialist at UFirst FCU, Plattsburgh, N.Y., with $57 million in assets, and a member of the CUANY's young professionals commission. "Having the ability to bring in some of your work, show it around and have everybody talk about it is really beneficial. Being able to see what other credit unions of different asset sizes are doing and how they're budgeting their marketing resources sparked a ton of conversation."
Following the discussion, attendees heard updates from Mark Baxter, sales specialist manager at CUNA Mutual Group; Allison Barna, league vice president; Ron McLean, league senior vice president; and Mike Carter, league director of compliance.
The first session ended with a presentation from Gagliano that focused on secret shopping tips and strategies. Gagliano shared several techniques that credit unions and community banks are using to conduct their secret shops. He also encouraged the group to take a more retail-style approach to selling financial products and services.
Day 2 of the conference began with a group activity that allowed attendees to discuss different generational segments and life stages that members are likely to experience. Gagliano then asked the group to come up with a list of financial products--and ideas for marketing them--that members would need when navigating each life stage.
"I thought the group marketing exercise was extremely valuable," said Edward Behan, assistant vice president of marketing and communications at Hudson River Community CU, Corinth, N.Y., with $184 million in assets. "It was great to see what we can do and how we can reach members during their different life stages, and also begin developing some possible programs for the future."
The conference concluded with another presentation from Gagliano, who focused on credit union branding and aligning the brand with members' needs. He encouraged the group to sell the credit union experience while also staying true to the roots of the credit union movement.