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Aha Moments
Eric Ebbert - Credit Union Marketer & Conference Speaker
Six years building brands for a MadMen-style advertising agency ... 13 years as a leading credit union marketing consultant ... and 9 more years as a credit union Marketing SVP. I've seen a lot, I've learned a ton and I share what I can.
Enjoy the ideas and "Aha Moments" below.
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Personas: Creating a Target Audience of One.
Rather than marketing to “Millennials,” which is far too broad, with personas, you can market to Ashley...
Eric Gagliano
Aug 7, 20193 min read
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Plan for Bold Aspirations
JFK’s bold aspiration to go to the moon led to amazing innovations. When you plan for next year, consider your own bold aspiration.
Eric Gagliano
Aug 6, 20194 min read
6 views
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Don’t Begin Your Next Planning Session Until You Can Do This!
When you can tell a story about your member, you can start to make more strategic decisions.
Eric Gagliano
Aug 5, 20193 min read
1 view
0 comments
Planning Session in a Box
Sometimes, the best thing you can do in a planning session is ask questions. Here are a few to help focus your next planning session.
Eric Gagliano
Aug 4, 20192 min read
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Website Planning
As in any other marketing effort, you need to begin web planning by thinking about where you want to end. What objectives drive success?
Eric Gagliano
Aug 3, 20192 min read
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Refer Madness: A Marketing Department of Thousands
Referred members are more loyal and have a 16% higher lifetime value.
Eric Gagliano
Aug 2, 20195 min read
2 views
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Focus on Your Failures
“When a doctor makes a mistake, they bury it. When a lawyer goofs, they lock it up. But, when a marketer makes a mistake, they publish it."
Eric Gagliano
Aug 2, 20193 min read
3 views
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Capital One Customers … WHO’S in Your Wallet?
Let’s really analyze the 1.5% cash back “deals.”
Eric Gagliano
Aug 1, 20192 min read
0 views
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Is Your Website a Brochure or Resource?
Don't help members learn about your product ... help them use it.
Eric Gagliano
Jul 29, 20192 min read
5 views
0 comments
Good Design Can Cure Cancer – And Sell Stuff
One of our designers turned me onto a brilliant YouTube video by Mike Morrison, a scientist who argues that better design can help to...
Eric Gagliano
Jul 29, 20193 min read
3 views
0 comments
Put Your Money Where Your Member Is
Isn’t it interesting that we “bank” our brand and reputation on third-party core technology that we have little or no control over?
Eric Gagliano
Jul 29, 20193 min read
7 views
0 comments
You Don’t Compete With Wells Fargo’s Customer Experience, You Compete Against Amazon!
With 4,900 banks and 5,700 credit unions in America, you have to work harder to create relevant member-centric experiences.
Eric Gagliano
Jul 27, 20193 min read
2 views
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Intentions and the Brand Foundation
A successful brand is no different than a psychologist helping you to be more balanced. Because your brand is simply your personality.
Eric Gagliano
Jul 27, 20192 min read
3 views
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Why You Smile in Selfies: A Marketing Lesson
How Kodak's urge to sell more film changed how we take pictures.
Eric Gagliano
Jul 27, 20192 min read
4 views
0 comments
Reacquaint Yourself With The Road Less Traveled … Direct Mail
Direct mail can have more impact. Your message competes with less clutter, and it can be more personal.
Eric Gagliano
Jul 24, 20193 min read
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¿Hablas Español? 9 Steps to Hispanic Marketing for Financial Institutions
9 steps to solid Hispanic marketing.
Eric Gagliano
Jul 22, 20193 min read
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Work Your Ass Off to Grow Like a Rock Star
Believe it or not, your credit union is like a rock band. It will succeed or fail for the same reasons.
Eric Gagliano
Jul 17, 20192 min read
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Branding on a Budget
When you’ve detailed your S.W.O.T, differentiated yourself and understand your true personality, you have the foundation of a brand.
Eric Gagliano
Jul 15, 20193 min read
1 view
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You Don’t Sell Personal Loans or Savings Accounts
Do you offer a healthcare loan? A home appliance loan? A veterinary loan?
Sure, you do! But, do you promote it that way?
Eric Gagliano
Jul 8, 20191 min read
34 views
0 comments
Only 13% of Your Members Care: A Cautionary Tale
During a core conversion, after months of communication, only 13% engaged.
Eric Gagliano
Jul 1, 20192 min read
4 views
0 comments
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