Dec. 17, 2008 at 1:30pm

Hitting a topical mark

Posted by Guest Blogger in Differentiation is Key, Strategic Communications, What We're Up To
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What does a jewelry store ad have to do with credit unions? Read on and I'll explain.

LeRoy Jewelers put up a billboard (shown below) in November in response to Russell Investments’ consideration of moving its international headquarters in Tacoma 30 miles north to Seattle. The response was immediate. People began blogging on Exit 133, e-mailing each other and Dan Voelpel of the Tacoma News Tribune wrote a newspaper article discussing the billboard.

For this ad, it’s all about location and timeliness. The billboard is right next to Russell’s headquarters, which you can see in the far right background in this photo:

It’s not only speaking to the people on the street driving and walking by, it’s shouting at Russell.

What does this have to do with credit unions?
"Be who you are and say what you feel, because those who mind don't matter and those who matter don't mind." –  My mum is a fan of inspirational calendars. This quote is by Theodor Seuss Geisel, a.k.a. Dr. Suess. It’s the essence of what this blog is about – when it comes to advertising, be yourself and have fun. Those who don’t like your credit union aren’t going to like it regardless of what you do.

Credit union ads, on a whole, are pretty predictable. We’re safe, we’re local and we’ll take care of you; it’s a well known message. Do something different – something bold like the LeRoy billboard that will get people talking and your credit union noticed. And not in the usual way.

Decide who your target audience is and speak to them. People will respond to you more if you’re different and genuine, not fake and run-of-the-mill.

Look for things that are timely. Local. Topical. Something that will cause a little stir. Play up on another organization or news topic. But most of all don’t be afraid to do something out of the ordinary.

Jesse Guite is a JayRay intern.

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