Egg hunts are an iconic part of Easter celebrations across America. Whether you’re the adult sneakily hiding the eggs or the child searching with giddy anticipation, there’s a lot to love about a good egg hunt.
The less fun part of an Easter egg hunt?
Running over one of the plastic little devils with the lawnmower two months later.
This is what life is like for credit unions or community banks who employ an "egg hunt" mentality. Their strategy (if you can call it that) and marketing looks fun in the moment but causes significant setbacks down the road.
It doesn’t have to be this way.
Here are three ways to avoid running over Easter eggs year-round at your credit union or community bank.
1. Be Strategic, Not Random
Does "spray and pray" sound familiar to your credit union or community bank? Like a tired parent tossing eggs over the lawn, you put your marketing message anywhere and everywhere. You say yes to every charity event, every discounted billboard and every poorly produced commercial.
Instead of these random, albeit good intentioned, marketing efforts, be strategic. Create a marketing strategy that supports your overall strategic plan and watch the dollars roll in.
2. Cast a Focused Net, Not a Wide One
When it comes to egg hunts, the bigger the yard the more fun to be had. But when it comes to your target market, bigger is not better. You cannot be all things to all people, as much as you’d like to try.
Instead of casting a wide net, dive deep with the two to three niche groups you are uniquely equipped to serve. Direct your marketing efforts there.
3. Show, Don’t Hide
While as an adult it may be fun to pick the trickiest hiding spots for those eggs, it’s not so fun as a marketer to watch people struggle to find your credit union or community bank.
You can have the most creative brand in the world, but if no one knows about it then it’s not working. People will only know what makes your financial institution great if you tell them, so tell them!
Need help breaking free from year-round egg hunting? Partner with On The Mark Strategies for a marketing assessment. You’ll learn the things you’re doing right and what to cut to produce egg-cellent results (sorry, we couldn’t resist).