Conference Recap – MarketMatch Sessions from the Ohio CU League

This past week, MarketMatch had the pleasure of presenting two sessions at the Ohio Credit Union League Marketing and Business Development Conference on some trending topics in the financial industry.

This past week, MarketMatch had the pleasure of presenting two sessions at the Ohio Credit Union League Marketing and Business Development Conference on some trending topics in the financial industry.

In case you missed the conference, or are interested in what kind of knowledge we like to throw down at our conference presentations, we’ve recapped the presentations below.

Session 1 –Data Analytics and ROI

Big data has been a popular buzzword in the financial industry for the past few years now. It seems like everyone wants to get into big data, but there aren’t a lot of people who know where to start.

It’s clear that changing consumer sentiments and the desire to have as close to true 1:1 marketing as we can are driving financials to a data-driven, right-place-at-the-right-time, content marketing solution.

During the session, we laid out the argument for enhancing your data analytics program at your credit union – all the while being careful about how much you’re biting off to chew.

Our nuggets of wisdom during the session included:

• Understanding where your data is coming from. (Map it all out.)
• Find a way to tie all of your systems together. (This might include making friends with your IT department.)
• Look for solid business-use cases that can use your existing data analytics to enhance your marketing campaigns. (And heighten your target marketing and ROI.)
• Step up your analytics and marketing strategy by adding in propensity to your target marketing and modeling that out into a content and channel-specific plan for your campaign. (Measuring propensity can be easier than you think!)

Session 2 – Community Business Development

Credit unions and community banks alike are finding that the landscape of business development has changed over the past decade or so. Public trust levels concerning financials are only making Business Development professional’s jobs harder.

Our take is this: business development teams must start thinking about their strategy and practices in a two-fold approach. First, think about business development from a marketing perspective. For instance, how people contacted at business development events are driven through the sales funnel from awareness to conversion.

Second, appeal to prospective members and customers in a new way. If your brand is associated with goodwill and positive influence in the community, awareness and positive PR goes much further.

Our nuggets of wisdom from this session included:

• Identify what community means to your credit union and how it applies to your business development. (You don’t need to have a community charter to have community!)
• Pair your business development with your brand. (Get engrained with the marketing department and find your organization’s unique flair.)
• Put the right people on the business development bus. (The right team will make or break your success!)
• Make it about the community. Find events to sponsor, organizations to partner with and people to help. (And follow up with strong PR.)

There’s definitely more where all of this came from – and we’d love to share it. Drop us a line for more information, or better yet, bring MarketMatch to an upcoming conference!

Want to know more about what makes MarketMatch tick? Check out our YouTube Channel for short video blogs about financial marketing.