Author and Marketing Professor Jonah Berger Talks About What Catches on with Consumers at MAXX 2018

Hear about harnessing the power of word-of-mouth and turning members into brand advocates.

10/2/18

Jonah Berger headshot

Jonah Berger

Jonah Berger knows what catches on and what doesn’t. He studies the behavioral science behind why people make the decisions they do and how social influence shapes their choices.

He’ll bring that expertise to MAXX 2018, where he will give credit unions a first-hand look at the power of word-of-mouth and how they can harness it.

“Given that the National Brand Awareness initiative will launch in January, Jonah’s expertise is very timely, and will be helpful as we support the Open Your Eyes campaign in the Northwest,” Northwest Credit Union Association Vice President of Marketing and Communications Danielle Sittu said. “Through the Open Your Eyes campaign, we have a tremendous opportunity to unify our voices nationally, and share, with consumers who are not credit union members, why credit unions are the better choice. Jonah’s presentation will serve as a great complement to the research CUNA and the NWCUA has conducted.”

By understanding the science that drives word-of-mouth, credit unions can get people to talk about their products and services and attract new customers to credit unions.

“Credit unions are facing an onslaught of different alternatives, whether it’s the big banks or whether online banking and technology is changing that space,” Berger said. “The question is, how do we compete in this new reality, and how can we be successful at attracting new customers and growing our businesses?”

Berger added, “We know credit unions have a lot to offer. I, in fact, am myself a credit union member. We need to be clear about what a credit union’s value is. We all know that word-of-mouth is 10 times more effective than advertising. The only question is, how do we get it? How do we get more people to talk about our brands, our products, and our services?”

Make plans to attend Berger’s talk, “What’s the Big Idea,” on Oct. 18 from 9 to 10 a.m. during the General Session. To find out more about him, visit the MAXX 2018 website.