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Article: Attracting the affluent. (credit unions) (Marketing to Affluent and Low-Income Households Survey Series)
- Article from:
- Credit Union Executive
- Article date:
- March 1, 1992
- Author:
CopyrightCOPYRIGHT 1992 Credit Union National Association, Inc. (CUNA). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Now that you know where credit unions stand with affluent households, develop your marketing strategy to tap into this market. Marketing to affluent households should focus on three areas: savings and investments, loans, and most important, service. Here's how to develop a strategy:
* Surgery your members. Mary Dahlke, marketing director at the $86 million asset University of Michigan Credit Union, Ann Arbor, advises surveying your membership to find out what they like about your credit union, what they need, and what services they find most valuable.
* Identify affluent prospects. Clues to wealth include income, age, home value, or luxury car ...