Although today's credit unions continue to thrive in an atmosphere of strong competition from banks and other financial service providers, they face issues ranging from electronic check conversions to bank attacks.

To succeed, credit unions need to find a unified voice that breaks through the clutter of mass marketing messages. It's critical for credit unions to effectively market their services and communicate their messages to all critical audiences, including existing and potential members, legislators, and other industry officials. Credit union executives increasingly are realizing the need to connect with members rather than sell to them. Through the use of customized media and publications, credit unions can connect with their audiences on a deeper level.

The problem with traditional marketing such as advertising and direct mail is that audiences today have become almost immune to the bevy of messages being tossed at them. And because of the significant fragmentation of the media, people are getting smarter and more discriminating. For example, years ago people had just three stations to choose from for television entertainment. Today they have hundreds of channels to choose from, as well as the ability to avoid commercials entirely.

Everything now boils down to one strategy: Find new ways to break through the clutter. You have to do more than just place an advertisement to attract potential members. You have to extend your message in a way that captivates your audience and reaches them on an emotional level to evoke an unmatched level of loyalty. And because banks are always interested in grabbing a share of credit union members, loyalty must be strengthened and preserved.

Tapping into this emotional level can only be achieved by delivering a message that uniquely speaks to each individual in your target audience. Customized marketing helps you engage with members and build strong relationships because it provides the ability to control your message and focus on your audience with content that appeals directly to their interests and concerns. Whether through customized magazines, newsletters, or contentspecific Web sites, customized media lets organizations build loyalty with customers by providing information that is specific to their needs, special offers or promotions, and feedback mechanisms to create an environment that appreciates them rather than sells them.