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Connexus : Issue 38
banner ads in the local press,” says Anthony Voigt, director of Brighton Consulting, the marketing agency involved. GREAT DEALS! ONE DAY ONLY! COME ON DOWN! Importantly, the credit union matched its brassy approach with genuinely exciting discounts on a range of banking products. The kind of discounts no-one could afford to offer all the time. So what happened? “They were run off their feet,” says Voigt. Novel one-off events can be very effective marketing. But they have to be done right, especially when they are promoting the likes of credit unions and building societies, where gimmickry and silliness can do more harm than good to their image. “Grappling with how to be engaging and arresting while at the same time maintaining brand consistency is a significant issue, especially for smaller organisations which have a particular heritage to protect,” says Voigt. “You can come up with all kinds of zany ideas, but they often have to get corralled back into something less daring.” Humorous stunts may suit Richard Branson’s Virgin airlines brand, says Cecelia Haddad, founder of marketing and public relations agency Marketing Elements. “But if you want to promote a serious or professional image to customers, they may not be the best approach.” connexus www.abacus.org.au 59