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CU Marketing Exec Weighs in on a New Zealand CU Campaign, 'Loans for Ladies'
Friday, November 8, 2013 6:50 AM

Although Staci Alsover, creative marketing director with First Family FCU in Henryetta, Okla., got a good laugh, she can certainly see how a New Zealand credit union’s marketing strategy for its latest campaign – “Loans for Ladies” – could be offensive.

The New Zealand credit union, as Credit Union Journal reported yesterday, has set up a microsite to promote its new “Loans for Ladies” campaign.  The website features two well-dressed "ladies," one of whom has a series of "thoughts" shown in a bubble above her head:

  • "Cinderella is proof a pair of shoes can change your life."
  • "So, I went out to get milk and bread, came home with new boots and a bag."
  • "Money can't buy happiness, but I'd rather cry in an Audi than on the bus."
  • "Money isn't everything... but it ranks right up there with oxygen."

“On one hand, I think it's smart to target women in loans,” Alsover tells the Leaguer. “After all, who does the most shopping in the household? And really, be honest, who controls the budget?”

“But on the other hand, if I were looking at this just as a consumer, personally, it would not make me want to get a loan at that particular credit union,” Alsover continues.

Women, Alsover says, have progressed past the stereotype of "housewives that shop all day.”

“We aren’t just in charge of the accounts. We are also earning what goes into those accounts,” she adds. “Simply put…the campaign is a good concept, but bad execution.”

What do you think? Post your comments on Cornerstone’s Facebook page and/or LinkedIn page.