Laura shares her lessons from her innovative “Dreams” marketing campaign that gave the members who bank at 1st Financial a voice, how her credit union has become more profitable by avoiding loans that are A credit rated, and why empathy, vulnerability, and a distaste for the word “no” fuel her marketing philosophy.
Cameron’s Top Four Takeaways:
- Give the people who bank here a voice. The banking industry as a whole is almost intentionally intimidating. Generations have felt neglected because they aren’t “shiny happy people.”
- Dreams are the same across economic situations. People want to feel secure, send their kids to college, and be debt-free.
- Empathy is everything. People are more than their credit score – communicate with them on a human level.
- Say yes. Members need to hear, “We’re with you, and we want to say yes.”