My interview with The Financial Brand

I recently sat down (actually exchanged email) with Jeffrey Pilcher of The Financial Brand, an online publication focusing on issues and advice that affect bank and credit union brands. Our virtual discussion focused on youth marketing related to financial services. I always enjoy this type of conversation because it makes me pause and really think about what we’re doing and why we’re doing it. One question he asked that I really liked was: “How does the current economic crisis affect youth programs?” Here’s my response:

As most marketing professionals know, marketing budgets are typically the first to get cut. Programs that don’t immediately contribute to the bottom line are even closer to the axe.

Financial institutions must recognize that this economic crisis has brought the topic of money front and center. Whether kids are hearing stories at school about a friend’s father who lost his job or teens are watching news reporters predict total economic collapse, exposure to the world of finance and the economy among youth is at an all time high. The current situation creates what some may call a “teachable moment.”

You can read the complete interview here.

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