Ideas to try at your credit union. By Sundeep Kapur 
Some people watch the Super Bowl for football and some people watch it for the ads. One might have expected that the 50th anniversary edition of the big game would have raised the bar on both the sport and the advertising. While the game itself was exciting, the “ad-meter” registered a sub-par performance. Very few ads delivered on giving people goosebumps, making connections, and generating recall. The cost of a 30-second Super Bowl ad this year was a staggering $5 million, so marketers have to ask themselves what could have been done better for all that spend. What does it take to build empathy and convert? Here are five lessons credit unions can draw from as they enhance their own advertising initiatives. Lesson 1: Does the headline grab attention? The first few seconds of a video ad or the headline of a print or digital message should make people stop and take notice. Creating intrigue, offering an incentive, or making a powerful statement are attention grabbers. Here’s an example of this kind of headline your credit union could use: “If I could give you back $500, what would you do?” Lesson 2: Does the ad draw them in? Once you have their attention, you need to create empathy in your target. Strive to make them feel connected to your message. Here’s a credit union version of this idea: “Our average member saved $43 every month by moving their car loan to the credit union.” Lesson 3: Did the ad move the brand needle? Once you’ve gotten their attention, your advertisement should help move your audience toward your brand. Results are measured in many ways and, with digital, you can check things like clicks, shares, and actual conversions. Define your objectives and strive to match these objectives. Be sure to include a call to action, such as: “Connect with us – call our number, visit our branch, or go online.” Lesson 4: Can it get them to live your brand in some way? Credit unions will get more from their ads if they offer members a way to get involved. Offering a branded calculator they can use to compare rates is a good example of leading them down your brand’s path. And don’t underestimate the value of giving them a CU-logo mug from which they can drink their morning coffee at keeping in their minds the idea that you care about them. Lesson 5: Don’t overdo the “brought to you by”? Showcasing what your credit union can do for members (homes, cars, retirement savings) is better than repeating your credit union's name over and over again. Dedicate 80 percent of your advertising efforts to showing members and prospective members your financial solutions and how they have helped others. How do your current ads respond to these lessons learned from Super Bowl 50? Which would be most effective if you applied them at your credit union? Here's to more worthy advertising for Super Bowl 51! Sundeep Kapur is founder of Digital Credence. Kapur will present “Banking in Your Pocket (Mobile and Mobility),” at CUES' Directors Conference, Dec. 11-14 in Maui, Hawaii. Help your credit union learn how to put the strategy in marketing at CUES School of Strategic Marketing l, July 18-20, 2016, and CUES School of Strategic Marketing II, July 21-22 in Seattle. Save $400 when you register before June 3!
