“From the credit union perspective, it’s the philosophy of us putting our members first,” [John LaHair, DCU public relations manager,] said. “When the opportunity presented itself, we realized we could have a one-on-one connection with members, non-members and potential members. It was a captive audience. When people wait one to two hours in line for gas, we can tell the DCU story and be able to show we understand what people are going through.

“It’s an opportunity to educate once you get their attention. So we can talk about the products and services we offer and make a difference in people’s lives. We will look at similar strategies in other communities, because this time everything came together–the people, the media and the credit union industry,” LaHair added.

Worcester Telegram & Gazette video (2:15)

Worcester Telegram & Gazette article (with bizarre comments)

MSNBC article

WCVB Channel 5 article (also ran on TV)

WHDH Channel 7 article (also ran on TV)

New England Cable News video (:30)

WBZ News Radio 1030 audio (1:33)

CU Times article (perhaps the shortest article they’ve ever published)

1). The promotion is pointed specifically at members. They kept the promotion back in 2006 low-key by only e-mailing 2,000 of its members who lived within a two-mile radius of the gas station.

2.) DCU had 10-12 staffers at the gas station. They even had off-duty, uniformed policemen directing traffic. To address the long line for gas, one of the cops yelled, “Free checking, no waiting.”

3.) They had DCU signage at the gas station.

4.) They were giving stuff away, like t-shirts, at the event.

5.) Most poignant, it took DCU nearly two months to plan the promotion back in 2006. I’m guessing they learned some stuff.

Worth noting: The article says, “It’s still too early to tell whether DCU signed up any new members as a result of the gas nearly free-for-all, but [DCU] said they will be monitoring the numbers over the next few weeks.”

They got 875 people getting gas back in 2006. I was estimating 900 over the same six-hour period this year. That places the cost (as previously estimated) around $20,000. It would have been about half that in 2006.

Also note: The motivation for the 2006 promo was different. “DCU wanted to thank the community for frequenting its two new area branches.” Although I think we all know what the *real* reason was.

Two credit unions can have grand openings that look – on the surface – identical. You have a grand opening with the mayor, local chamber of commerce, prizes for the kids, and tea with cookies. Hundreds of people show up.

CREDIT UNION #1 took advantage of the selling opportunities – before, during and after the promotion – and yielded a nice uptick in new members and new money. It looked like a one-day event, but really it involved marketing to both members and non-members over a multi-week period.

CREDIT UNION #2 wakes up the next day, looks at the ribbon-cutting photo in the local paper with great pride, then realizes, “Gosh, I should have been selling products and getting all those people to open accounts.”

I’m giving DCU credit here. If you’re smart enough to hatch this idea, you’re smart enough to maximize the opportunities.

Re: DCU’s motivations. Marketers market for one reason: To get your money. It’s implicit, isn’t it? Even “Corporate Social Responsibility” programs are for this purpose.

If every ad, press release, sponsorship and promotion had to reveal the *real* motivation behind them – “We want new accounts and more money!” – I don’t think anyone would be surprised.

http://www.cutimes.com/article.php?article=2840

As a side note, DCU bought the naming rights to the Worcester civic center. It was a 10 year contract that is costing DCU about $1 million per year.

http://www.allbusiness.com/services/amusement-recreation-services/4558407-1.html

If you drive through Worcester, you will see signs for the DCU Center sprinkled throughout the city. Whether or not that makes people think “aha, I should move my accounts there” is open for debate.

Maybe this publicity stunt helps with that? Maybe not. But it certainly wasn’t ill-advised (except, again, the whole website thing). I also don’t think it was the credit union manifesting status quo. I don’t know of any banks that are pumping gas for customers.

One thing I’ll definitely agree with you on here, Ron, is the whole “easing the pain” statement. You’re exactly right – the credit union should be a little more transparent. “Look, we’re doing this so you can learn a little bit about DCU.” What are the chances that gets on the news, though? Not sure.

We do need to redefine the marketing rules for credit unions. Too often, we try to try the same worn-out tools that have “bank” written all over them. Not sure if that’s what I’m seeing here, though.

I still can’t get past the website thing….

First off, it strikes me as not being 100% authentic. Even JP says “Yeah, that, and to reach out to hundred of potential new members” So is it REALLY to ease the pain? If so, why don’t give vouchers to the economically needy?

Second, it hits me as “CUs playing by the big banks’ rules”. Matt, I fundamentally believe that CUs really need to redefine the game and redefine what it means to develop and cultivate member relationships and, with it, the marketing efforts that go along with that. So when I hear about something like this, it strikes me as not only tactical, but short sighted. What longer term effect does this move have in building DCU’s brand? Beyond the 24-hour bump in awareness, I think the answer is “little”.

Does DCU have an awareness problem in Worcester? Sure, they’ll get on the news tonight. Big deal — it’s like the Citi sponsorship deal. The real question is how many people who hadn’t already heard of DCU will know of them tomorrow? Betcha $5 that not only will they not be able to answer that, but that they won’t even care — they’ll just be high fiving each other tomorrow morning for their efforts.

Do you think that they’ve thought through WHO they’ll be reaching with this stunt? I betcha not.

I could keep going. If I were DCU’s CEO, I’d call my mktg dept in and ask them how this fits in with the overall marketing strategy.

p.s. To DCU: You may very well have thought all this thru — if so, sorry for the critique. What I was reacting to is JP’s consideration of this effort as “brilliant” without having any of the answers to the questions I raised.

Instead, this credit union now has happy members (the ones who took part), a happy community, and thousands of dollars worth of positive press (presumably). Since we have very few details about the execution of this promotion, I think it’s odd that all of your assumptions were bred out of cynicism. Most credit union promotions that I’ve seen eliminate employees from prize eligibility. I’d bet DCU did the same. Existing members were likely told about this event (again, don’t know…but I would assume). To me, that means everyone had a fair chance.

If I approached this post full of piss, vinegar, and cynicism, I may have had the same reaction as you. Instead, I viewed it as a smart PR move with a timely message and an excellent chance to improve the CU’s brand awareness.

…but not putting it on their website?!?! Come on!

Second, “stunt” vs. “opportunity?” Semantics. It’s each person’s choice what label to put on this promotion, and that is based on their perspective.

I can’t account for what the credit union did or didn’t do during the promotion. Did they have signage? Posters? People handing stuff out (schwag, brochures)? Nor can I say how they promoted this (or didn’t) to their existing members.

If the DCU did nothing more than send a check down to the gas station and hoped they’d get press coverage and a few curious parties stopping by their website, then they missed the opportunity.

How is this any different than a branch grand opening where non-members (as well as members) are invited to come have a hotdog, get a special CD rate and enter to win X?

Second, please explain how you equate “WOM stunt” with “marketing opportunity”. Exactly what “opportunity” is the CU “exploiting” here?

Here’s my bet: It was the CU’s employees that were first in line.