Dry. Dull. Blah. All words to leave behind.
Too often, you end up doing the same things with your strategy, branding, marketing and training. You did it in 2022, so you did it in 2023 and again in 2024. And if it’s working spectacularly…keep going. But if it’s harming your organization, tradition is a bad reason to continue.
Try something new. Refresh yourself. Here are some suggestions to be adventurous with your bank or credit union marketing, strategy and training.
The New Office Pet: Your Strategic Plan
The best strategic plan is the one that gets implemented. But implementation is easier to say than it is to do. You know you should implement the plan…but things just get in the way. That’s why you need to make the plan your new pet project (literally).
Treat the plan like it’s a new dog. Even give it a name you use when discussing it (imagine asking your team how “Tomagachi” is doing). Schedule its “feedings” so someone is always making progress on the plan. You wouldn’t forget to take of your dog, would you?
Yes, this is a bit silly. But fun is a great motivator. Plans can be boring; pets are fun. Treating your bank or credit union strategic plan like a living thing instills urgency to get things done.
Your Excel Workbook Brand
This subpoint just thrilled the accounting folks. For everyone else, please don’t tune out yet. An Excel Workbook Brand doesn’t mean performing a bunch of complex equations. However, it does mean thoughtful use of brand formulas. What does this mean?
Don’t toss your brand around willy-nilly. It’s your identity. It’s important. Wisely employ your brand capital.
Devise if/then formulas for bank or credit union brand usage. If the business posting on social media is local, then you comment. If the event attracts 20-to-40-year-old consumers, then you go. You get the gist.
Market Like a Human
In an era of deepfakes and AI hallucinations, human authenticity is more appreciated than before. But bank and credit union marketing (even if untouched by a robot) frequently sounds too pretty and polished. You’re talking to the polished people in the website stock photo gallery...not real consumers.
Real people respond to real-sounding messages. That means casual, homey or even imperfect. It means toning down the lingo (e.g. a lot of people don’t know what a CD is without explanation). It means knowing your audience deeply.
AI programs are fantastic generalists. But you’re the specialist. You’re the human. Market like one.
Stop Skynet’s Training Takeover
The “Terminator” franchise shows an AI program called Skynet become self-aware and take control of military systems. And while your learning management system isn’t outright dangerous like Skynet, it probably isn’t super engaging.
A human trainer is more effective at educating, engaging and entertaining others. Plus, he or she draws on real emotional experiences to develop audiences. Teaching leadership principles necessitates advice from true leaders. Learning how to deal with members or customers requires a personal touch.
Take back control of your training. Have a bank or credit union training program your staff remembers and puts into practice.
So, there are a lot of new things to do. But where do you start? A marketing assessment is a good place to review the good, bad and ugly about your messaging before moving onto other projects. Book a free consultation today and start your assessment.
