They may have a cheapo website and overly aggressive radio spots, but you have to hand it to DCU (Digital Federal Credit Union) for their willingness to try new things when it comes to marketing.
Today DCU sponsored a promotion in Worcester, MA offering gasoline at $1.99 a gallon. The promotion, offered in partnership with a local Gulf station, lasted from 7am to 1pm and was open to anyone.
It may come as no surprise that the event drew big, big crowds. According to news reports, the line of cars stretched a quarter mile, with some drivers waiting as much as two hours to fill up on discount fuel.
Presumably, DCU reps took advantage of the idle time to get to know their customer base a little better, perhaps handing out some free literature, maybe even writing up a few new accounts.
DCU is no stranger to thinking outside the box when it comes to marketing. Their website features a “classified” section where members can buy and sell goods and services ala Craigslist. And their decision to move away from the outdated “credit union” nomenclature, and foster a nimble, technologically savvy persona, has proven wise indeed.
DCU’s marketing isn’t faultless by any means. But you have to hand it to them when it comes to inventiveness and tenacity—particularly in this down market, when the status quo among most regional banks is to lay low, play it safe, and hope that their deposits somehow multiply.
Posted by Simon on July 22nd, 2008
Filed under Banking, Marketing | No Comments »
