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CreditUnion universal Flat 12 .pdf



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Delivers

CREDIT UNION TRIGGERS
“From Conversation to Conversion”

FROM
CONVERSATION
TO CONVERSION

A TRIGGER LEADS TO A CHAIN OF DESIRED BEHAVIORS.
PROMPT

CALL TO ACTION

Consider HELOC

REFI Now

TRIGGER

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.

REQUEST
OFFER

New Mortgage Rates

Auto Loan

CUE
Educate Your Customers

WHY TRIGGERS?
Because a trigger sparks action and
urges people to “act now!”

Acquisition

Retention

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

stated goals?

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

benefits:

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

Generate incremental

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

75%.

opportunities.

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

Interest: Sports

communicate to the respective customer or prospect via words

Hobbies: Outdoor activities like

and imagery.

hiking and biking
Favorite TV Show: None
Opportunity: Allan is in the market

Aggressive | Extroverted
Determined, Demanding, Domineering,
Controlling, Practical, Self-reliant, Decisive
and Insensitive.

Home life: Married with children
Interest: Listening and discovering
new music
Hobbies: Attending live concerts
Favorite TV Show: Dancing with the
Stars

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
children
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
Sympathetic.

Home life: Single
Interest: Learning about new
cultures
Hobbies: Traveling
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

HELOC.

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

low-pressure sales.

emotional marketing.

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.

THE
TRIGGER
PROGRAM

MARKETING OPTIMIZATION

Retention
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
persona approach.

Acquisition
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

New Movers
These people recently purchased or are renting a home/condo in your
target market area.

Consumer confidence is on the rise:

Pre-Movers
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!

25

% to

85

%

WHAT ARE YOU WAITING FOR?

WHY DME?
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.

Visit Me

Call Me

Email Me

www.DMEdelivers.com

888.618.2779

CreditUnions@DMEdelivers.com


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