Speaking Topics
Eric is the author of “Aha Moments” and “More Aha Moments.” He is a leading credit union marketer with 25 years of experience.
Originally from the advertising agency world, focused on strategic planning, branding, market research and product promotion, Eric joined the credit union movement in 2002 as the Vice President of Marketing at River Valley Credit Union.
After 13 years as a credit union marketing consultant, Eric is now back at River Valley and ready to share his expertise.
“I’ve been in the industry for 37 years and I’ve been to every conference imaginable.
I’ve seen it all … but I’ve never seen that. And it was great!”
~ Michigan Credit Union League, Lending & Marketing Conference Attendee, March 21, 2018
“Eric always delivers real-world tips that you can use immediately.”
The Daffodil Principle and Your Office Environment
Seeing the World Through Your Member's Eyes
Key Note
Some people simply see a field of flowers, some see a woman with too much time on her hands and yet some see that dedication and patience can change the world.
You have an impact on everyone in your building, co-worker and member alike. You can change the world.
What bulbs are you planting? What vibrations are you sending out?
Key Note or Breakout
Perception is reality. This session demonstrates how to view your financial institution through your CUs member’s eyes.
How is your branch experience? Do members understand what you are saying? Are you telling them what they want to hear?
In this session, you will: Be reminded how important our industry is; Learn how to gauge member perception; Learn the 11 Steps to the Perfect Member Experience; Learn how to facilitate more meaningful member communication; Learn about member life stages; Receive ideas for tools and training that you can use immediately in your branches; Learn how NOT to do it from 2 out-of-industry examples; Experience the Disney way to provide an experience
Gagliano's Six Laws of Marketing
How to Have an Authentic Brand
Breakout
Newton has his Laws of Motion, Archimedes has his principle. Now, I have Gagliano’s 6 Laws of Marketing.
Like the laws of science, these describe, predict or explain why things happen in the marketing world. As “laws,” these have been tested and re-tested … proven over time. In this session, you will learn: The ...
1. Law of Action
2. The Law of Consistency
3. The Law of Differentiation
4. The Law of Perception
5. The Law of Need
6. The Law of Measurement
Breakout
A brand isn’t what you say you are – it’s what you actually do – every day – in every single member interaction. This session will focus on identifying your existing brand and determining if it is aligned with your member needs, market expectations and credit union’s personality. When your brand is aligned, you will have happier employees, more satisfied members and overall better retention and share of wallet. In this session, you will: Learn the 4 pillars of authenticity; Walk through the steps to review, define or create your brand; Discuss how to have Disney-style service in your branch.
Lifestage Workshop
ROI - Speaking the CEO's Language
Interactive Breakout Workshop
Your most profitable and loyal members are the ones who turn to your credit union during life’s milestones. Those times when everything is changing. This workshop will define those Life Stages, what needs members have during them and how those needs translate to financial products and services. At the end of this session, you’ll have everything you need to create your own Life Stage sales and marketing plan.
Breakout
The importance of measuring ROI and how to do it with a variety of real-life examples.
Is Your Website an E-Brochure or Digital Resource?
Breakout
Your website is the alpha and omega of your member’s buying journey. It is their first impression and it’s where they open accounts online. It is arguably your most important marketing resource.
In this session, you will learn:
Strategic planning and your site
Mobile optimization
From brochure to sales: Making your site engaging
Analytics and measurement
ADA basics