Comments on: Charting the ROI on Good Vibes (and Ugly Cars) … The I Love My Hoopty Campaign http://cucommunicator.wordpress.com/2008/03/27/charting-the-roi-on-good-vibes-and-ugly-cars-the-i-love-my-hoopty-campaign/ An exceptionally tiny corner of the WWW dedicated to helping credit unions become the worst kept secret in the world. Wed, 14 May 2008 01:35:29 +0000 http://wordpress.org/?v=MU By: Andy http://cucommunicator.wordpress.com/2008/03/27/charting-the-roi-on-good-vibes-and-ugly-cars-the-i-love-my-hoopty-campaign/#comment-379 Andy Tue, 01 Apr 2008 13:55:28 +0000 http://cucommunicator.wordpress.com/?p=138#comment-379 sorry, wrong link to the internet TV program, it is actually http://www.tvunetworks.com/ sorry, wrong link to the internet TV program, it is actually http://www.tvunetworks.com/

]]> By: Andy http://cucommunicator.wordpress.com/2008/03/27/charting-the-roi-on-good-vibes-and-ugly-cars-the-i-love-my-hoopty-campaign/#comment-378 Andy Tue, 01 Apr 2008 13:53:40 +0000 http://cucommunicator.wordpress.com/?p=138#comment-378 I think its definitely hard to measure an emotional connection. I think in a way, return visits, consistent use, and passing the word along are all ways to verify that somebody has some kind of "emotional" attachment to the brand. Not exactly an accurate metric or useful for determining some kind of bottom line, but I think its at least an indicator. Of course almost the same thing can be said about the ROI measurements for traditional media. How many of those new accounts were actually opened because of that new direct mail or TV ad? How many of those people would have come into the credit union independent of any advertising? I think its really just that people have gotten traditional ROI down to something of a science and we are still struggling to quantify something like emotional connection, if it even can be. On a side note, I saw the "I Love My Hoopty" rap/video on an Internet Hip-Hop channel (was using www.tvu.com) last night. I think its definitely hard to measure an emotional connection. I think in a way, return visits, consistent use, and passing the word along are all ways to verify that somebody has some kind of “emotional” attachment to the brand. Not exactly an accurate metric or useful for determining some kind of bottom line, but I think its at least an indicator.

Of course almost the same thing can be said about the ROI measurements for traditional media. How many of those new accounts were actually opened because of that new direct mail or TV ad? How many of those people would have come into the credit union independent of any advertising?

I think its really just that people have gotten traditional ROI down to something of a science and we are still struggling to quantify something like emotional connection, if it even can be.

On a side note, I saw the “I Love My Hoopty” rap/video on an Internet Hip-Hop channel (was using http://www.tvu.com) last night.

]]> By: CU Communicator http://cucommunicator.wordpress.com/2008/03/27/charting-the-roi-on-good-vibes-and-ugly-cars-the-i-love-my-hoopty-campaign/#comment-377 CU Communicator Sat, 29 Mar 2008 18:49:25 +0000 http://cucommunicator.wordpress.com/?p=138#comment-377 @Chris - thanks for reading, and saying hi. :) @Anthony - it is amazing how a blog can open up doors you did not even know existed. When we created the Team Little Guy blog last year, our primary message target was credit unions in both Carolinas. Imagine our surprise when we got to the Blue Ridge Relay Race and people at the race started asking us about Team Little Guy and complimented the blog. It was a great conversation starter that allowed us to talk about the Little Guy and credit unions - and it was 100% due to the blog. @Jeffry - thanks! Deb does a great job of tracking campaigns (and designing campaigns that members find interesting). @Lori - AMEN! Financial services can be fun - and Hoopty is one sure sign. @Andy - That's the tough part about blogging - it seems hard to measure the direct ROI on them ... but I do think that the feedback and resonance, while hard to put in scientific terms, have a definite return. It seems similar to the warm, fuzzy feeling people get with brands they like - is an emotional connection measurable? @Chris - thanks for reading, and saying hi. :)

@Anthony - it is amazing how a blog can open up doors you did not even know existed. When we created the Team Little Guy blog last year, our primary message target was credit unions in both Carolinas. Imagine our surprise when we got to the Blue Ridge Relay Race and people at the race started asking us about Team Little Guy and complimented the blog. It was a great conversation starter that allowed us to talk about the Little Guy and credit unions - and it was 100% due to the blog.

@Jeffry - thanks! Deb does a great job of tracking campaigns (and designing campaigns that members find interesting).

@Lori - AMEN! Financial services can be fun - and Hoopty is one sure sign.

@Andy - That’s the tough part about blogging - it seems hard to measure the direct ROI on them … but I do think that the feedback and resonance, while hard to put in scientific terms, have a definite return. It seems similar to the warm, fuzzy feeling people get with brands they like - is an emotional connection measurable?

]]> By: Andy http://cucommunicator.wordpress.com/2008/03/27/charting-the-roi-on-good-vibes-and-ugly-cars-the-i-love-my-hoopty-campaign/#comment-373 Andy Fri, 28 Mar 2008 13:25:50 +0000 http://cucommunicator.wordpress.com/?p=138#comment-373 CPCU definitely has a very creative program with this one. The I Love My Hoopty campaign succeeded in grabbing peoples attention, getting them engaged, and offering content that was humorous and also dedicated to a good cause as well. I wish we could see what the ROI would have been if the campaign had used traditional media only, just to see the comparison. CPCU definitely has a very creative program with this one. The I Love My Hoopty campaign succeeded in grabbing peoples attention, getting them engaged, and offering content that was humorous and also dedicated to a good cause as well.

I wish we could see what the ROI would have been if the campaign had used traditional media only, just to see the comparison.

]]> By: Lori Kawulok http://cucommunicator.wordpress.com/2008/03/27/charting-the-roi-on-good-vibes-and-ugly-cars-the-i-love-my-hoopty-campaign/#comment-372 Lori Kawulok Fri, 28 Mar 2008 12:00:52 +0000 http://cucommunicator.wordpress.com/?p=138#comment-372 I'll tell you what I love about the Hoopty campaign! It's genuis in that they didn't have to create a new product, processes or forms. It's a repackage of existing loan products with an attention getting new twist. That's the thing I've taken away from this! Take what you have, and put a fun, attention grabbing new twist on it and you've got GOLD! I’ll tell you what I love about the Hoopty campaign! It’s genuis in that they didn’t have to create a new product, processes or forms. It’s a repackage of existing loan products with an attention getting new twist. That’s the thing I’ve taken away from this! Take what you have, and put a fun, attention grabbing new twist on it and you’ve got GOLD!

]]> By: Jeffry Pilcher http://cucommunicator.wordpress.com/2008/03/27/charting-the-roi-on-good-vibes-and-ugly-cars-the-i-love-my-hoopty-campaign/#comment-370 Jeffry Pilcher Fri, 28 Mar 2008 01:27:33 +0000 http://cucommunicator.wordpress.com/?p=138#comment-370 Nice write-up with good stuff. Offline/traditional media. Measurement/ROI. Self-reinforcing feedback loop. Nice write-up with good stuff. Offline/traditional media. Measurement/ROI. Self-reinforcing feedback loop.

]]> By: Anthony Demangone http://cucommunicator.wordpress.com/2008/03/27/charting-the-roi-on-good-vibes-and-ugly-cars-the-i-love-my-hoopty-campaign/#comment-369 Anthony Demangone Thu, 27 Mar 2008 20:53:24 +0000 http://cucommunicator.wordpress.com/?p=138#comment-369 Great post. In a way, I sell a product over here at NAFCU. How many members use my services? How many call us? Since I started blogging on compliance, more and more members have been contacting us. But I think Ms. McClean is right - you have to give consumers something they want or need. That's where it gets tough - how does a credit union put content on the web that members will go to every single day and find value - something that will bring them back? That's the million dollar question. Great post. In a way, I sell a product over here at NAFCU. How many members use my services? How many call us? Since I started blogging on compliance, more and more members have been contacting us. But I think Ms. McClean is right - you have to give consumers something they want or need. That’s where it gets tough - how does a credit union put content on the web that members will go to every single day and find value - something that will bring them back? That’s the million dollar question.

]]> By: Chris Tackett http://cucommunicator.wordpress.com/2008/03/27/charting-the-roi-on-good-vibes-and-ugly-cars-the-i-love-my-hoopty-campaign/#comment-368 Chris Tackett Thu, 27 Mar 2008 17:37:02 +0000 http://cucommunicator.wordpress.com/?p=138#comment-368 Been reading for a while now. Just wanted to say good job. Chris Tackett Been reading for a while now. Just wanted to say good job.

Chris Tackett

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