‘Outrageous Marketing Techniques’ for Credit Unions Offered at Marketers’ Conference

Marketing consultant Ron Rosenberg always stresses to his clients that the key to marketing anything is to “get the right message to the right market, using the right media at the right moment.” He calls it the “Four M Strategy.”

The “business self-defense” expert tells a funny story about the day he dropped his son off to begin his first year of college.

Classes had not started yet, but there was already mail waiting for the young student. It was from a credit card company. And it got Rosenberg’s attention.

“It was great,” Rosenberg recalled—or lamented, rather. “The moment was right. A kid was about to be truly on his own. And the card issuer figured many parents would bail their kids out of any overspending. It was brilliant marketing—morally reprehensible, but brilliant.”

Credit union marketers certainly don’t have to stoop to that level to market their products. The bigger challenge for them these days is finding the time for creativity and execution.

Rosenberg believes he can help with all of that. He will lead three presentations at the Marketers’ Conference offered by the Northwest Credit Union Association (NWCUA) May 9-10 in Seattle.

Rosenberg’s popular workshops at last year’s NWCUA Convention focused on marketing the benefits, not the features of events and products. He will build on those values.

”If you look at most marketing materials, it all talks about the features of the credit union, not about the benefit to the member,” said Rosenberg. “Make it about them, and it turns into revenue.”

Rosenberg knows that philosophy is easy to hear but hard to apply.

“There is too much getting in the way of their success,” he said of busy marketers. “We will help them understand how to position themselves to get their thinking in the right place, how to organize themselves and their teams for implementation.”

Rosenberg’s keynote address May 9 will focus on high-level strategies marketers can employ to put themselves in the right mindset, using their internal and external resources and knowing what to “eliminate, automate or outsource.” The address will help attendees create systems to eliminate unnecessary work and inconsistent results, help them to adapt their strategies to changing times and technology, and send them off with tangible items for their action lists.

His breakout session the next morning will deliver a checklist of 12 specific strategies for successful marketing, and an afternoon breakout will then delve into relationship marketing. That session calls to mind Rosenberg’s work with Ace Hardware, another cooperative business that flourished with increased emphasis on consumer contact.

“The most common feedback I get from these conferences is that the attendees leave thinking in a completely different way that makes them more effective,” Rosenberg said. “If I can accomplish that, it’s more than enough.”

Registration and information about other presenters can be found online.


Questions? Contact Training Programs Coordinator Yuri Jung: 206.340.4817, yjung@nwcua.org.

Posted in Marketing & Communications.