For Immediate Release
Beyond Marketing, LLC
(913) 541-1255 ext. 5540
CUSO Recommends New Tracking Mechanisms to Save Marketing Dollars
Beyond Marketing offers tracking for data-driven marketing decisions
Lenexa, Kan. (June 14, 2012) — Beyond Marketing, LLC can now provide clients with tracking strategies that allow credit unions and CUSOs to capture prospect data when target audiences respond to their marketing communications. This helps gauge the effectiveness of marketing initiatives, allowing credit unions and CUSOs to make faster and smarter decisions.
“Once clients are introduced to the idea and experience how simple and cost-effective it is to gather usable marketing data, they can’t imagine not having it,” said Kat Vorkink, Beyond Marketing account supervisor. “Historically, many marketing and media decisions were being made by clients based on gut feelings. It was apparent we needed to be able to show how many prospects were responding to specific ads, through a specific medium. For example, a credit union marketer may think that most new member prospects call for promotional details, while tracking data may prove that seventy-five percent went online for more information. This indicates that future efforts need to be highly interactive. The overall goal is to quickly eliminate what is not working, and shift marketing dollars to what
The three major tracking components are unique URLs, landing pages, and dedicated phone lines. By “tagging” marketing materials with unique URL’s and dedicated phone numbers per media vehicle, prospects are directed to website landing pages or to phone lines that capture caller information. The data from respondents is tracked and reported, which takes the guesswork out of the effectiveness of the communications efforts, making the most of the marketing budget. Credit unions can then become aware of the best placement and advertising medium, e.g., outdoor board, radio, print, or online banner.
Tracking also makes testing campaigns and promotions easier by varying the message, design, and placement, then “tagging” them. The marketer can receive data showing how audience segments prefer to receive information and to respond to the marketing message. Sending different promotional pieces to the same audience can quantify which designs and messages evoke the highest response, providing information that saves time and expense when producing the next promotion’s materials.
“Naturally, the better you understand your audience’s preferences, the more effective and cost-effective your marketing efforts can become. Testing and tracking results will help a credit union create strategies that increase conversion rates, improve ROI, and/or boost member satisfaction. The benefits of data-driven decisions and budget savings far outweigh the old method of gut feelings,” added Vorkink.
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About Beyond Marketing, LLC
Founded by credit unions for credit unions in 2003, Beyond Marketing, LLC became the first full-service U.S. marketing CUSO and remains the nation’s only CUSO specializing in full-service marketing for the financial services industry. Its focus centers on providing clients with revenue and results based on ROI. Beyond Marketing offers an array of marketing services to fit its clients’ needs. Capabilities include strategic planning, market research, brand identity development, interactive Web design, print design and production, public relations management, advertising and promotion implementation, media buying, direct marketing, and broadcast production. Beyond Marketing’s investors include CU Holding Company and The Veridian Group, Inc., a wholly-owned CUSO of Veridian Credit Union, Waterloo, Iowa. For more information, visit www.beyondmarketingllc.com or @BYMarketing on Twitter.