This issue of MarketSmarts will discuss a variety of opportunities or trends discovered within the data of the 2011 Products and Services Study.

This issue of MarketSmarts will discuss the results of the 2011 Motivators and Barriers Study conducted by Ipsos ASI for BC and Ontario credit unions. The first section of the report discusses current credit union usage and awareness trends, while the second section discusses brand health of credit unions, bank and virtual bank brands. The third section explores the key motivators of credit union usage among all Canadians and among non-members of credit unions. Finally, the last section identifies opportunities credit unions can capitalize on.

Whether a credit union is working to improve member retention or decrease attrition, the strategies and tactics are likely the same. But, just as there are hundreds of credit unions across Canada, there are bound to be a variety of approaches to tackle member retention and attrition as well as a range of metrics to measure success.

It must be a great time to be a marketer, there are so many new ways to connect with consumers that the possibilities are only constrained by your imagination.

This issue of MarketSmarts will focus on key findings of the research including the impact the financial downturn has had on boomers, the opportunities which credit unions can capitalize upon, and the challenges credit union must overcome.

This issue of MarketSmarts looks at the consumer post-recession and the steps forward-thinking organizations are taking to get their customers back on the road to prosperity.

This issue of MarketSmarts takes a closer look at community investment strategy including several credit union case studies that illustrate new ways of supporting local communities.

This issue of MarketSmarts will discuss how two credit unions are using different communication strategies to address two common communication needs. FirstOntario Credit Union has developed a new member communication strategy to address the important issue of member attrition in the first year of membership. Libro Financial Group is testing Twitter in the high tech region of Kitchener-Waterloo to determine if owners will embrace Twitter as a viable method to receive information from their credit union. MarketSmarts will also discuss how a credit union, without dedicated marketing or communication staff, can complete an in-house communications audit.

This issue of MarketSmarts will review what several financial institutions are doing to attract or retain younger consumers and highlight several service offerings geared specifically to younger members. The report will not discuss the obvious reasons why credit unions need to attract younger members but how credit unions are attracting younger members.

This issue of MarketSmarts will discuss cross selling, the benefits of customer advocacy as well as two case studies resolving problematic sales issues experienced by two US-based financial institutions. MarketSmarts will also highlight how Meridian Credit Union built a culture of service before launching its new pro-active sales program.

This issue of MarketSmarts expands the discussion of loyalty and provides two credit union case studies on how to successfully launch, maintain and measure loyalty programs.

This issue of MarketSmarts will focus on interesting and noteworthy findings from both reports including TFSA deposit intentions, credit union industry myths and misconceptions and the major influencing factors when consumers are choosing to purchase a new financial service.

This issue of marketsmarts addresses how credit union marketers can successfully navigate the economic tumult, capture opportunity, and emerge stronger on the other side.

This issue of marketsmarts will examine how several financial institutions have embraced social media and expanded financial services marketing beyond the traditional and have successfully engaged consumers to think beyond rates and fees.

This issue of MarketSmarts will review Central’s past research with an emphasis on the Motivators & Barriers / Brand Health Study released late 2007. Also included is a report on common themes discovered over the years and identification of perceived strengths and weaknesses of BC credit unions.

This issue of MarketSmarts takes a look at the branch, where it’s been, where it’s going, and the challenges and opportunities that lay ahead.

This issue of MarketSmarts will examine the current mortgage landscape as well as mortgage innovation and how lenders in Canada and from around the world are helping consumers achieve their dream of home ownership.

This issue of MarketSmarts discusses the newest development in card science, the ‘chip’ card, and how banks and credit unions are currently using card marketing programs and technology to help build successful customer relationships.

This issue of MarketSmarts highlights a variety of financial services or internal programs offered by financial service companies that help entrepreneurs build environmentally sensitive businesses, consumers reduce their carbon footprint, and businesses reduce waste and greenhouse gas emissions.

This issue of MarketSmarts brings to light comprehensive research examining consumer perceptions of ATMs, including surcharges, accessibility, functionality, and network brand awareness.

This issue of MarketSmarts looks at the world of sponsorships – how to analyze them and how to manage them – to ensure sponsorships become a valuable tool in the credit union’s marketing mix.

Maximizing the online channel. From walk-in to login, credit union members are switching delivery channels.

This issue of MarketSmarts discusses the rise of the immigrant market and how credit unions can successfully communicate with them. Case studies from Coast Capital Savings and G+F Financial Group are included.

In this new e-version of Credit Union Central of British Columbia’s venerable MarketSmarts newsletter entitled Marketing Marvels, we dissect one credit union’s solid, research-based marketing strategy while poking and prodding another, more freewheeling approach - using the Internet blog as a platform for connecting with hard-to-reach consumers.

In this issue of MarketSmarts, we explore the rise of guerrilla marketing in today’s financial services industry. Find out what credit unions in BC and Canada, as well as financial institutions around the world are doing and why they are doing it. We explore some of the key differences between traditional marketing and guerrilla marketing and also look at measurement techniques.

In this issue of MarketSmarts, we pinpoint some of the personal characteristics that help successful marketers gain buy-in to ideas, along with their strategies and tactics. We also showcase three credit union campaigns that achieved exceptional results through systematically cultivating and sustaining internal enthusiasm for their initiatives.

This issue of MarketSmarts provides an insight into what today’s youth market looks like. We identify issues facing young Canadians and examine programs employed by financial institutions and other industries attempting to attract young customers. Knowledge of existing market conditions is the base on which credit unions can build effective strategies for reaching youth in their communities.

This edition of MarketSmarts examines a line-up of new financial services and alternative suppliers that Canadians wouldn’t have considered a decade ago. The financial services industry has witnessed an explosion of banking alternatives, which has provided Canadians with a wide variety of choice in the way they can conduct their business. Many of these newcomers can be considered mainstream, while some are operating on the fringe and meet the needs of just a few. Payday loan companies are an example of the latter. Payday loan companies are making headlines again as several suits have been filed against these companies. It is important to note that none of the lawsuits has yet been approved as a class action and none of the allegations has been proven in court.

This edition of MarketSmarts examines new trends in developing branching strategies, including branch location and evaluation tools, trends in interior design, in-store branching and shared branching initiatives.

The Internet revolution and globalization have exposed consumers to a myriad of products and services they could only dream of less than a generation ago. The same trends have impacted financial service providers. In this new competitive environment, credit unions are challenged to put forward unique value propositions that attract attention and grow sales. The need to create, grow and sustain a brand position that drives home a relevant message to consumers is becoming vital for profitable growth, and perhaps in the long run, for survival. This edition of Market Smarts examines the challenge of branding the credit union in the 21st century.

This issue of MarketSmarts takes a look at corporate social responsibility — an increasingly important element in credit union business strategy.

This issue of MarketSmarts explores the uses and techniques involved in market segmentation and demonstrates how financial institutions apply segmentation to a wide range of business objectives and activities.

This issue of MarketSmarts examines the evolving role of women as consumers in the financial services marketplace. Ignored by the financial services industry for decades, women have become a significant economic force - one that demands attention. Record work force participation, growing incomes and rising education levels have given women the capacity to create significant value for financial service providers. Apparent is the need to appreciate women as a valuable group of customers who face unique challenges, and have distinct financial needs, attitudes and behaviours.

By 2026, one in five British Columbians will be over 65, a remarkable 120 per cent increase from today. Credit unions have traditionally appealed to older members and in turn have benefited. With people living much longer, the profit potential of this segment continues to escalate - as will the competition to serve it. This issue of MarketSmarts takes a look at the diversity of today’s seniors and the wealth of opportunities for financial service providers.