Jun. 4, 2009 at 10:21am

Steal this campaign and create talk

Posted by Kurt Jacobson in Integrated Marketing, Strategic Communications, The Power of Creativity
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Here's why it could work for your credit union:

Many people use the phrase, "famous last words.” As we have predicted, it creates a dialog with customers and prospects as people submit their own ideas. If advertising can engage target audiences and get them to participate in your idea, you have established a relationship.

Credit unions promote financial literacy and help members avoid financial pitfalls like payday loans and highly unfair credit card rates. A few famous last words to get you started:

"Yep, I'll start saving. Next week."

"I can pay off all my credit cards with a new one."

"My payday lender makes it so easy to get money."

Put this in on the Web. Use it in your business development sessions with your SEGs. Pitch your newspaper or television station to play the game. We did and the local business columnist wrote about the campaign. Put it on your Facebook page. Get people tweeting famous last words. Put it on lobby posters. Have fun with it.

I know this kind of advertising that creates buzz works. Advertising Age wrote:

A study co-authored by one of the biggest proponents of word-of-mouth marketing, Ed Keller of the Keller Fay group and co-author of seminal tome "The Influentials," finds 22% of word-of-mouth conversations were sparked directly by advertising. Moreover, those 22% are much more likely to include brand recommendations than the remaining 78% of brand-related conversations that weren't spurred directly by an ad.

What's more, the study, based on interviews of more than 3,000 consumers to capture content of face-to-face conversations, finds an even higher proportion of online buzz -- 30% -- generated by ads. Those numbers probably understate advertising's impact, according to the study, because they don't account for indirect influence from ads.

More effective advertising, or ads for new products, produce as much as 250% greater lift than average and justify correspondingly larger outlays.

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