The Story

I just learned about a new tool for credit unions on the Co-Op ATM Network where users can find their nearest ATM by sending a text message. You just text your location (address, intersection, or zip code) to MYCOOP (692667) and they’ll send you a text with the address of the nearest Co-Op Network ATM is. How cool is that!?

Cool factor aside, my question is, how will credit unions market this new free service? Or more accurately, how WELL will credit unions market this service?

Will they send out a mass communication to their entire membership, or just to their 12-30 year old members? Will they tell members about it through a printed statement stuffer or newsletter, or via their website or an email? How about texting the information?

I am really impressed by this benefit and think of it as an added convenience, but I bet my Dad (who doesn’t even have a cell phone!) could care less about this feature.

Not all benefits actually benefit all customers. Some services will benefit certain demographics much more than others. Even services that seem to be equally useful for everyone will have target markets. Credit union and bank marketing folks would be smart to tailor the promotion of specific benefits to the audiences most directly affected and impacted.

This entry was posted on Tuesday, September 2nd, 2008 at 4:50 pm and is filed under Bank Branding, Credit Union Branding, Bank Marketing, Credit Union Marketing, Bank marketing plan. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.