Currency Marketing | CU Brand Blog

Welcome To North America's Premier Credit Union Marketing Agency

02/08/2010

Thing 23 of 30: hire an Internet celebrity to promote your credit union

By Tim McAlpine

Last September, I attempted to write 30 articles in 30 days detailing the things I would implement or consider implementing at my credit union if I was a credit union leader. I got to 22 and then proceeded to be buried by work for the next few months. I hate leaving things unfinished, so I'm going to get this list done over the next little while!

Thing 23 of 30: hire an Internet celebrity to promote your credit union

The concept of a celebrity spokesperson is one of the oldest marketing concepts. The reason this marketing strategy is still around is because it works. People relate to people not companies or products.

Most credit unions likely haven't considered hiring a celebrity pitchman because of the huge talent cost and the additional high cost of placing ads on TV.

Enter the web celeb and online video. There are powerhouse personlities on YouTube with audiences that dwarf mainstream media. I'll bet you haven't heard of Fred Figglehorn, Lauren Luke, Shane Dawson, Dave Days, Esmee Denters, Jessica Lee Rose, Tay Zonday, Ryan Higa, Justin Bieber and the countless other YouTube celebs, but trust me, your kids have.

Warning: Some of the videos created by the above personalities may not be safe for work and will likely leave you scratching your head, but trust me, these and other popular video creators generate hundreds of millions of video views. And many of these folks have transitioned to promoting companies and products.

I know you are questioning my sanity, but stay with me. I first wrote about my favorite web celebs Rhett and Link almost two years ago when I discovered that they had been hired to promote Alka Seltzer. The Great American Road Trip campaign was awesome, but I think that their latest campaign is even more brilliant. It's called I Love Local Commercials. Microbilt, a technology company specializing in small business software, has hired Rhett and Link to produce free commercials for companies across the US. Read the FAQs for the low down.

Well last week, they debuted their latest creation, a 90-second web commercial for Bucks First Federal Credit Union in Pennsylvania.

After just five days, this video is now the most watched credit-union-related video of all time with more than 160,000 views. In fact, a companion behind-the-scenes video also has more than 130,000 views!

So before you dismiss this idea, why not do some research to see if there is a popular web celeb in your backyard that would be interested in helping you promote your credit union? If I were a credit union leader, I know I would! It could be a very affordable and effective way to get the word out.

Subscribe today + RSS + Blog by E-mail + E-newsletter + Follow me on Twitter

Comments

1) Jeffry Pilcher @ Feb 08, 2010
http://thefinancialbrand.com

Hilary Reed, Bucks First Credit Union's head of marketing, says they are monitoring how many Rhett & Link viewers of this video are eligible for membership.

Do you think it's more than 10%?

2) Tim McAlpine @ Feb 08, 2010

Good question Jeffry. I'd say it's likely less than 10%, but I was just using the Bucks First spot as an example. I am advocating finding a popular online personality in your area and hiring that person as a spokesperson and then exploiting the opportunity with an integrated and strategic marketing plan.

That said, I think Bucks First could still do a ton with this opportunity. So far, Bucks First has spent $0, with the addition of a small amount of money and effort Bucks First could:

• Post the video on the home page of its website

• Buy the rights to actually place it on local TV

• Pitch the whole concept as a media story to the local news

• Play the spot on the in-branch monitors

• Feature the story in its print and online newsletter

• Build a whole promotion around it "Bucks making Bucks"

• Encourage members to spread the link to friends and family by rewarding them to do so

3) Jeffry Pilcher @ Feb 08, 2010
http://thefinancialbrand.com

FYI - Both camps -- Bucks First and Rhett & Link -- were fairly aggressive with their PR efforts and did pick up a decent amount of local/national coverage from it.

Add a comment

BLOG SEARCH

SPEAKING

NCUF Real Solutions Conference
01-21-2010
Orlando, FL
+ Visit site

CUNA Business and Marketing Council Conference
03-23-2010
Washington, DC
+ Visit site

33rd Annual National Directors' Convention
08-06-2010
Las Vegas, NV
+ Visit site

Interested in having Tim McAlpine speak at your next credit union event?
+ Tim's profile (PDF)
+ Visit speaking page
+ Book Tim now!

*Name:
*E-mail:	(Will not display with comments)
Website:
Comments:
	Enter text shown in the image below:

Thing 23 of 30: hire an Internet celebrity to promote your credit union

Thing 23 of 30: hire an Internet celebrity to promote your credit union

Comments

Add a comment

BLOG SEARCH

BLOG CATEGORIES

ARCHIVES

OUR WRITERS

FAVOURITE BLOGS

RECENT POSTS

OUR PODCASTS

SPEAKING

WORTH READING

SITE RANKING