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CREDIT UNION TRIGGERS
“From Conversation to Conversion”
A TRIGGER LEADS TO A CHAIN OF DESIRED BEHAVIORS.
CALL TO ACTION
We guide your credit union in delivering industryleading, one-of-a-kind marketing driven by credit
data to secure prime prospects for your HELOC,
refinancing and auto loan programs.
New Mortgage Rates
Educate Your Customers
Because a trigger sparks action and
urges people to “act now!”
Tri-Bureau Credit Platform
Are your new member acquisition and
Are your retention efforts failing to increase
DME has partnered with the only tri-bureau prescreen credit data solution in the industry. Our
growth programs falling short of your
product penetration and the number of
partnership allows us to integrate multi-sourced data with information from all three major credit
accounts per member?
bureaus and use that data in a trigger-based marketing program. This means you no longer have
to resort to lowering underwriting criteria to achieve scale in your marketing campaigns. Our
Our Credit Union Trigger program uses complex data modeling to create relevant messaging
Trigger program will boost your credit union marketing strategies with the following important
that produces results. Triggers identifies those most likely to be in immediate need of your
financial services and gives you the opportunity to talk with them before your competition does.
Detailed data should drive every message you send. Triggers goes far beyond demographic
Use data-driven insights to
Improve risk assessment by
and geographic information. Using multiple data sources, we append up to 50 different
customer acquisition and
improve your credit union
evaluating demographic and
psychographic and behavioral attributes to each prospect to create an identifiable, and
retention opportunities by
marketing strategies by
psychographic criteria across
marketable, persona. Triggers then uses these various personas to create highly-targeted,
expanding the universe of
maximizing your onboarding,
the multiple credit bureaus.
relevant messaging via multiple communication channels. These include direct mail, email and
qualified prospects by up to
cross-selling and retention
telemarketing. Each and every individual will feel their communication was written specifically to
him or her.
A UNIQUE DATA MODEL
DME has developed a data modeling process that leverages
demographic and behavioral information to infer an
ALLAN – Age 60
individual’s persona. Our behavioral model represents the
PASQUAL – Age 36
four primary personas that we incorporate into your marketing
Home life: Married without children
communications. The persona drives the tone used to
communicate to the respective customer or prospect via words
Hobbies: Outdoor activities like
hiking and biking
Favorite TV Show: None
Opportunity: Allan is in the market
Aggressive | Extroverted
Determined, Demanding, Domineering,
Controlling, Practical, Self-reliant, Decisive
Home life: Married with children
Interest: Listening and discovering
Hobbies: Attending live concerts
Favorite TV Show: Dancing with the
for a new mountain bike and
Opportunity: His wife recently
planning a trip to the Blue Ridge
became a stay-at-home mom, and is
Mountains. He’s a great candidate
for a HELOC.
Personality: Aggressive – Likes
bottom-line solutions and responds
Expressive | Extroverted
Enthusiastic, Emotional, Sociable, Impulsive,
Optimistic, Persuasive and Unorganized.
well to techniques enforcing what
looking to refinance the family home
to save on monthly payments.
Personality: Passive – Both value
service initiatives and respond well
to detailed solutions with statistics.
they already know.
Analytical | Introverted
Thoughtful, Organized, Critical, Shy,
Detailed, Pessimistic and Introspective.
ANGELA – Age 51
Home life: Divorced with older
Interest: Learning new things
Hobbies: Reading non-fiction books
Favorite TV Show: How it’s Made
EMMA – Age 28
Passive | Introverted
Accommodating, Harmonious, Indecisive,
Patient, Polite, Uninvolved, Friendly and
Home life: Single
Interest: Learning about new
Favorite TV Show: Anthony
Opportunity: Her twin daughters
Bourdain: Parts Unknown
are heading off to college, and
Opportunity: Emma landed her first
Angela is looking at different
job in her career field, to celebrate
financial solutions to pay for it, like a
she wants to buy a new car and
needs to secure a loan.
Personality: Analytical – Likes
Personality: Expressive – Values
testimonials and appreciates
fresh, fast-paced explanations
detailed and accurate answers with
and appreciates images as well as
CUSTOMER LIFE CYCLE STRATEGIES
Marketing as usual is no longer an option. Prospects and customers are overwhelmed
by thousands of competing messages, resulting in information overload. As marketing
professionals it is our job to cut through the noise with the right offer, to the right person,
via the right channel at the right time.
DME’s Trigger program puts the power of predictive analytics to work for you to create
more targeted, effective campaigns. Our solutions will help you to develop insight into
customer lifetime value, customer preferences and affinity towards offers.
Your customer database is a treasure trove of information that can be used to more
effectively market and cross-sell on an ongoing basis. The Trigger program takes
your current data and runs it up against a variety of attributes, both demographic and
behavioral, and then appends these extended attributes to your customer records. The
next step is to then assign a persona to each current customer based on the updated
customer information. Ongoing communications are then designed to reinforce current
spend as well as predict the propensity for cross-sell opportunities while using the
Your best customers are the key to finding new ones. As noted in the retention strategy,
we start with your newly detailed customer database. The common attributes that make up
your best customers are overlaid on the general population to identify the target audience
for your specific Credit Union product or service. Messaging strategies to your best
prospects are then based on the persona model assigned to each prospect.
WHO IS YOUR TARGET?
The biggest deciding factor in movers
choosing a particular neighborhood is
convenient proximity to their workplace.
THE NEW MOVER PROGRAM
“I don’t see the difference between
my banks and all the others.”
1 in 3 consumers would be open to switching
banks in the next 90 days
Our New Mover Program targets people who recently moved or are preparing for a move in
WHY DO PEOPLE MOVE?
your area. A life event, such as a move, is a great opportunity to establish your credit union
to new prospects or reintroduce yourself to already existing ones. Our program provides
recipients with individualized, relevant messaging depending on whichever stage they fit at
46% of moves are job-related
the time. Follow up communications are then scheduled to reinforce your services.
32% moves are due to retirement
22% of moves are because of other personal reasons
These people recently purchased or are renting a home/condo in your
target market area.
Consumer confidence is on the rise:
Pre-movers are individuals who have recently listed a property for sale.
Targeting these individuals, new or old
customers, results in a 5% uptick in customer
Pre-Movers with Contract Pending
loyalty. This leads to an increase in revenue of
These individuals are sellers who have contract pending on a listed
property with a closing date estimated at 45 days.
New movers spend more on goods
and services in their first 6 months than
established residents spend in 2 years!
WHAT ARE YOU WAITING FOR?
Simply put, at our core we are marketers who look to work as partners with our customers.
We take the time to fully understand your needs. We are driven daily to find smarter ways
to utilize complex data to solve your problems and generate positive results. Our focus
is bringing our clients relevance, relationships and revenue. Relevant data provides the
opportunity for dialog to create lasting relationships that generate profitable revenue.