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Articles by Kenna Smith
What to consider for your 2023 marketing budget plan
It’s that time of year when marketing teams begin reviewing how to develop the budget ask for the upcoming year. It can be a hard needle to thread, as you must consider the balance between what works every year with the need for your financial institution to stay competitive in the market. Often, when organizations work on marketing budget decisions, they look at what is a “must-have” versus a “nice to have” and plan accordingly.
Leveraging analytics in your promotional campaigns
During the last few years, the buzz about data analysis for financial institutions has been around predictive analytics. This trend accelerated when the country was shut down and it became increasingly necessary for cardholders to interact digitally.
Campaigns to help your cardholders after the holiday spending season
Despite another pandemic-impacted holiday shopping season that was accompanied by supply chain challenges, 2021 saw another year of high-volume holiday spending. As we have now reached the time of year when consumers look at the aftermath of their spending over the holidays, higher spending by consumers during this time of year means higher credit card balances – and trying to figure out how to pay off bills.
CUInsight Minute with Linda Lafortune - September 3, 2021
Our favorites from the week in sixty seconds Welcome to the CUInsight Minute, sixty seconds from our Director of Learning & Client Support Linda Lafortune with our favorite reads from the week. Mentioned: How credit unions can prepare for the upcoming holidays by Kenna Smith, DELIVERING POSSIBILITIES With many stores already stocking their fall décor and winter holidays not far behind, it is – once again – time to gear up for the holiday shopping season.
How credit unions can prepare for the upcoming holidays
With many stores already stocking their fall décor and winter holidays not far behind, it is – once again – time to gear up for the holiday shopping season. While the forecast for holiday spend is projected to increase across both brick-and-mortar and e-commerce, online is predicted to be the go-to channel for this year’s holiday purchases. In the past, many credit unions focused on ways to drive spending during the 45- to 60-day timeframe before the holidays.
Preparing your marketing strategy for consumer spending changes
Now that U.S. consumers are coming out of their COVID-19 cocoons and the new term “revenge spending” is in motion, financial institutions may be wondering what categories they should focus on when it comes to promoting cardholder spend. This can be difficult to pinpoint, as the consumer’s return to pre-pandemic activities is multi-faceted and will vary based on geographical area and continued market shifts. Discretionary spend will accelerate this summer.
Understanding marketing delivery channels to provide the optimal cardholder experience
Times are changing quickly in B2C marketing for the financial industry. New approaches and terms are surfacing on a regular basis. Over the past year, the drive has been even greater as financial institutions (FIs) look to service their cardholders safely and consistently across all cardholder-facing channels. As the industry shifts, so does the terminology, which is key to understanding which channel your FI occupies today so you can effectively plan for the future.
Marketing campaign planning tips for credit unions in 2021
With business operations drastically changed for many credit unions throughout the past year, many are finding it challenging to adapt their marketing budget and strategy to stay relevant in the market – and to cardholders, who are each dealing with their own specific life circumstances. As 2020 comes to a close and the campaign season changes, now is the time for credit unions to step back and consider their marketing planning approach – and how different it could look in the upcoming year.
Letter: Beautiful images
Letter: Beautiful images Thank you to Star photographers Kelly Presnell, Mamta Popta, Josh Galemore and Rebecca Sasnett for their beautifully crafted images that accompany the profiles of Southern Arizona high school athletes. I generally don't turn to the Sports section first, but these revealing athlete portraits are drawing me in. Kenna Smith North side Disclaimer: As submitted to the Arizona Daily Star.
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