3DDemographics, Diversity

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3-DDemographics, Diversity Delivery Systems

• Its Great To Be With You!!!

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Geriatric vs Pediatric ???
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Whats The MIX

• Traditionalists60
• Boomers..46-59
• Gen X.27-45
• Gen Y9-26

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Call Me Anything-But Not Old

• Senior is out
• Nobody re-tiresthey re-tread
• Counted on for Savings Loyalty
• They have become excited
• (40 have PCs in house /70 spend 2 hours
  per day surfing)

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Empty NestersSub-set 1

• 30 of 78M are or about to become
• 10K Boomers per day turn 50 years old
• Can Be Very Affluent
• They Are Looking For Value
• best member designation
• pre-sale notices
• special newsletter
• handwritten thank you notes

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Nifty Fifty

• 200037 over 50 years old
• 201043 over 50 years old
• Slow borrowingnow what
• Increase savingsbut with whom?
• TOO BIG OF SHIFT TO IGNORE!!!!!!

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How Do I Reach This Group?

• Play To Their Ego (more intelligent, more
  confident, more savvy, superior in every wayor
  so they believe)
• Exploit experience, wisdom, time, and flexibility
• Use relevant music and images

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What Do You Mean Re-tread

• Percentage Of Group That Plan To Do Some Kind
  Of Paid Work In Retirement
• Traditionalists34
• Baby Boom.74
• Gen X.68

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Generation Jones

• Younger Boomers attitudes run similar to those
  typically associated with Gen X.
• 28 of Boomer Population
• Entered workforce in mid-80s
• Older Boomers got better education, housing and
  jobs.

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Marketing Tips

• Keep it young forever
• Not 2nd half of current life1st chapter of new
  life
• E-Savvy
• Maintenance Free

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Future Members?????

• Generation X
• Generation Y

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Who is this group they call X

• 27-46 years old
• 44 Million (16 of population)
• More diverse
• Earn less (adjusted for inflation)
• Marry later
• Own homes later

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The Lost Generation

• We didnt have the right products
• Savings, Loans
• We didnt have the right delivery systems
• technology
• WE DIDNT HAVE THE RIGHT MARKETING!!!!!

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Xers are

• Focused on Retirement and Financial Planning
  (90)
• Tired of Banksin 199483 thought banks were a
  good valuetoday46
• Talking to Financial Planners, Mutual Fund Firms
  and Stock Brokers first

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Talk About Financially Fit

• 54 Have A Financial Plan
• 88 Want Investment Advice
• 46 Already Have Mutual Funds

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WHO IS GEN Y

• 9-26 years old
• 60 millionbig piece of the population
• Massive in sizeyet dont act as 1 group
• Not big readers of papers, mags, newsletters
• Watch TV less than Old People
• Mouse in one hand, baby bottle in the other

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Stuff To RememberX Y

• No Pigeon-holing
• Nick _at_ Nite, Disco Polyester
• Surfin the World
• No Hard Sell
• Attitude Sells

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More StuffX Y

• Fun, Fun, Fun
• Be Pragmatic
• Provide Protection
• Think About Groups in a Group
• Boomerangs
• Skeptical Incredulous

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BY THE s

• Only 8 of members are 18-24
• 66 have savings accounts
• 16 have checking accounts
• 28 save most of their money
• 60 save half
• 94 B spent (own money)
• 100B influenced (mom dads money)

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ONE MORE

• 70 of non-members 18-24 years old dont have a
  clue what a credit union is, what we offer or how
  they join !

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Yers are 3 in 1

• Current Market
• Future Market
• Influence Market
• IF NOT NOWWHEN??

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KIDS ARE

• Visual
• Excited About Surprises
• Stimulated By New Different
• Give-aways Freebies

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HOW TO REACH

• Honesty and Sincerity
• Funny
• Clear (think about all they filter)
• Show Tell (benefits)
• Dont be coolwaddup girliospeace out, psyched

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What Makes a Brand Cool?

• Quality
• Its for people my age
• If friends or peers use it
• Squeeze everything out of lifeevery day, every
  minute.
• Life, Energy, Intelligence

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First In Wins???

• TRUE or FALSE???
• People remember who gives them their first
  loan????

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Gen(der)ational Trends

• 51 Are Credit Union Members
• More Women Than Men
• Open 2X As Many Biz (SOHO)
• 70 Manage HH
• More Apt To Use Technology
• 56 Of On-line Users
• Continued Growth In Workforce (Tripled since
  1950)

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Some More Gender Stuff

• 62 Believe Neglected By FIs
• Control Most of Nations Assets
• 40 of Women Currently Not Married
• Brides Avg. Age is 25-up 5 yrs since 70
• SMARTER???????

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How To Reach Women

• Feminine is still in
• Pictures in various lifestages
• Use of the color purple
• Focus on Edumarketing
• Testimonial Marketing
• Affinity Programs
• Sponsor Participate Women Events

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General Rules of Thumb

• Target Market
• Increase GIMPS
• Develop Brand
• Permission Marketing
• Interactive (direct response to inquiry)
• Bandwidth BabyBandwidth

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Marketing Obstacles

• Funding
• Branding (lack thereof)
• Spray Pray
• Ops vs Mkt (talk is a good thing)
• Sales vs Order-taking
• Changing Mediums (e-members)
• Harnessed Creativity