Love the Ones You’re With

By Adam Mertz02.07.2018

Most of what Scott Stratten learned about marketing stems from his days in the music business in Toronto nearly two decades ago.

“I managed a bunch of unknown bands,” he says, “which is why I’m not doing it now.”

Stratten will address the 2018 CUNA Governmental Affairs Conference, Feb. 25 to March 1 in Washington, D.C.

But he learned a valuable lesson before the gigs ran out. Lacking a budget to promote his musicians to the masses, Stratten focused his attention on turning the bands’ current fans into fanatics. They became human marketers, their passion drawing additional people into the fold.

The lesson for credit unions? Never undervalue your loyal base, says Stratten, president of the unconventional firm UnMarketing. Fully engage with the people already coming through your doors so they’ll tell your story to their family and friends.

“Sometimes, the best way to get new members or even younger members is to treat the current members as best as possible,” he says.

Strive to turn “static” or unengaged members into “ecstatic” members by excelling during every interaction, whether it occurs in the branch, during a conversation at a community event, or while fielding complaints over social media.