Ashley D. Su 
As I write this, there are only 134 days left until we are all welcomed back in 2018 with a chorus of “Auld Lang Syne” and clinking glasses of champagne.
… That’s right – we have about 19 Saturdays left until we are in January.
I’m not saying this to spoil your last weeks of summer, or to cover up the splendor of the pumpkin-flavored season; consider this a friendly reminder that we’ve reached the exciting point in the credit union lifecycle where we’re reviewing how our marketing efforts resonated in 2017 and assessing what changes we’ll be making for next year. As you begin this process and look for fun initiatives that could bring success to your credit union in 2018, here are three statistics to get you thinking critically about your marketing mix.
Stat #1: By 2019, video will account for 80% of online traffic.
That number climbs even higher for the US at 85%, and not surprising in a world where we are (unfortunately) increasingly glued to the screens in front of us. Video is a powerful medium your credit union can explore if they aren’t already; it’s engaging, shareable, educational and persuasive… all good things if your goals for 2018 include retaining your existing members or increasing brand awareness for potential members. Video marketing doesn’t have to be prohibitive either. An easy way to get started is to use platforms like Facebook Live where your audience doesn’t expect professional quality video, or watch tutorials to learn more about free tools like Adobe Spark.
Stat #2: 70% of people would rather learn about a company through articles than through traditional advertising. Consumers are increasingly wary of brands, which means an investment in developing useful and informative content goes a long way to positioning your institution as a credible resource in a sea of sales pitches. Consider exploring more content marketing next year to better connect with your audience.
Stat #3: 98% of people check their mail every day. It seems like every day there’s a new article about millennials killing something, but direct mail isn’t one of them. While digital communication is certainly on the rise, traditional advertising continues to be effective across generations. If you’re hoping to increase the effectiveness of your direct mail strategy, try incorporating personalization techniques into the mix for 2018.
Above all, don’t leave out the most critical part of this process – tap into your own expertise! Measuring the success of your marketing gives you the advantage of knowing what drives your membership and/or your unique community. Carefully check any new channels or strategies against this prospect and you’re set for a successful 2018…134 days and counting.
