Amy Herbig's guest appearances

Amy Herbig

CUES Podcast

Digital Banking Podcast

Nick Coleman

Chris Voss

John Oliver

Laura Thompson

Jonah Berger

Michael Brooks

Bill Handel

Denise Lee Yohn

Kevin Blair

Richard Powers

Geoff Bullock

Sean Martin

Anthony Burnett

Dan Berger

Jerlando Jackson

OwlTail

Digital transformation is more than deploying some new technology. Effective digital transformation requires financial institutions to think differently and act differently. This fundamental shift begins at the brand level. While some institutions may see their brand as chiseled in stone, a brand must constantly evolve. That’s truer now more than ever.In this episode of the Digital Banking Podcast, host Josh DeTar welcomed Amy Herbig, founder and CEO of The BA Group. DeTar and Herbig discussed the importance of preparing credit unions for change, explained why credit unions need to think like they are "running a business," and discussed author, inspirational speaker and marketing expert Simon Sinek's business analysis technique.

Digital transformation is more than deploying some new technology. Effective digital transformation requires financial institutions to think differently and act differently. This fundamental shift begins at the brand level. While some institutions may see their brand as chiseled in stone, a brand must constantly evolve. That’s truer now more than ever.In this episode of the Digital Banking Podcast, host Josh DeTar welcomed Amy Herbig, founder and CEO of The BA Group. DeTar and Herbig discussed the importance of preparing credit unions for change, explained why credit unions need to think like they are "running a business," and discussed author, inspirational speaker and marketing expert Simon Sinek's business analysis technique.

Evolving Your Brand in the Digital Age, with Amy Herbig of The BA Group

 When people think about marketing departments, they often think about a group of people that create ads and brochures. But, according to Amy Herbig, the marketing department is, at its core, the “key communicator” for a credit union. And that is a very central and very important role as credit unions respond to the COVID-19 pandemic.“Everything that is going on right now is being channeled through marketing,” says Herbig, CEO of The BA Group, Northfield, Minnesota, in the show. While every role at the credit union is especially busy right now, “marketing is the catalyst for all that information to be disseminated to the member and to the community at large.”What’s the key message marketers need to be promoting to the credit union’s stakeholders at present? “We are still a strong, solid financial institution.”Marketers are also becoming de facto public relations reps, Herbig says, as they manage all of a credit union’s communications channels—from email to social media to the website.Marketing is always important but it’s currently more critical than ever she says, as it takes care to ensure your information is perceived correctly and to manage any misinformation that is presented to your audience.Most marketing plans and budgets were approved in December 2019 or January 2020. Then marketing had “two good months of really starting to get off the ground” before everything came to a halt due to the pandemic, Herbig says.Rather than following their original plan, marketers are “having to now act more on the fly,” she explains. “A good marketer is more proactive than reactive but ready to be reactive when called upon. Currently we’re in a constant state of reactive.”Indeed, she says that whatever was planned for the marketing focus for a particular month may have to change based on the new landscape. Herbig cites the example of a $210 million credit union that’s managing $7 million coming in from federal stimulus checks. How will that impact its upcoming audit? How will that affect its lending?A credit union’s top marketers need to be brought into the high-level meetings that consider all of these kinds of issues so they are best positioned to get appropriate messages out to members and the community, Herbig emphasizes.The show also gets into:Considerations for copyrighting during this uncertain timeThe importance of making sure the credit union is prepared to deliver on any messages put out to members or the communityExamples of what credit unions are currently doing to reach out to membersThe current effectiveness of the CU philosophy “people helping people”

When people think about marketing departments, they often think about a group of people that create ads and brochures. But, according to Amy Herbig, the marketing department is, at its core, the “key communicator” for a credit union. And that is a very central and very important role as credit unions respond to the COVID-19 pandemic.“Everything that is going on right now is being channeled through marketing,” says Herbig, CEO of <a href="https://www.thebagroup.com/" rel="nofollow" target="_blank">The BA Group</a>, Northfield, Minnesota, in the show. While every role at the credit union is especially busy right now, “marketing is the catalyst for all that information to be disseminated to the member and to the community at large.”What’s the key message marketers need to be promoting to the credit union’s stakeholders at present? “We are still a strong, solid financial institution.”Marketers are also becoming de facto public relations reps, Herbig says, as they manage all of a credit union’s communications channels—from email to social media to the website.Marketing is always important but it’s currently more critical than ever she says, as it takes care to ensure your information is perceived correctly and to manage any misinformation that is presented to your audience.Most marketing plans and budgets were approved in December 2019 or January 2020. Then marketing had “two good months of really starting to get off the ground” before everything came to a halt due to the pandemic, Herbig says.Rather than following their original plan, marketers are “having to now act more on the fly,” she explains. “A good marketer is more proactive than reactive but ready to be reactive when called upon. Currently we’re in a constant state of reactive.”Indeed, she says that whatever was planned for the marketing focus for a particular month may have to change based on the new landscape. Herbig cites the example of a $210 million credit union that’s managing $7 million coming in from federal stimulus checks. How will that impact its upcoming audit? How will that affect its lending?A credit union’s top marketers need to be brought into the high-level meetings that consider all of these kinds of issues so they are best positioned to get appropriate messages out to members and the community, Herbig emphasizes.The show also gets into:<ul><li>Considerations for copyrighting during this uncertain time</li><li>The importance of making sure the credit union is prepared to deliver on any messages put out to members or the community</li><li>Examples of what credit unions are currently doing to reach out to members</li><li>The current effectiveness of the CU philosophy “people helping people”</li></ul>

CUES Podcast 91: The Role Of Marketing During the Crisis and Beyond—an Interview With Amy Herbig

James Robert Lay

The lead faculty of the 2019 CUES School of Strategic Marketing joined the CUES Podcast recently to discuss marketing through the lens of their specialties. In this episode, Amy Herbig, Anthony Burnett and James Robert Lay talk about everything from paper brochures to physical branches to digital delivery. They respond to host James Lenz’s “outrageous” statements; offer up best practices grounded in many years of experience; and give a preview of what they’ll cover during the school, slated for July 15-18 in Cleveland. Herbig is CEO of The BA Group; Burnett is customer experience director with Level5; and James Robert Lay is founder/CEO of the Digital Growth Institute. To pique your interest for listening to the full show, here is an excerpt of the discussion surrounding the first exaggerated statement: “Transformation at credit unions is only possible through technology delivery.” Listen to episode 69 to hear the rest.Herbig says that for a CU to successfully transform, it must have technology delivery capabilities. In working with credit unions of all sizes, she has found many that are struggling to get a handle on their technology.“Credit unions have to always remember their members have the option to bank not just elsewhere, but pretty much anywhere they want these days,” she says. “If we cannot leverage the loyalty in those relationships from a data standpoint, … we will be even more significantly behind other financial institutions who are stealing our members away.”Burnett responds next. “Right up there at the top is that convenience of a digital channels,” he notes. “You just can’t put branches … in every location. There’s a scalability in digital that you just can’t get with the branch … . There’s also a big business case around mobile transaction cost,” 10 cents per digital transaction versus $4 every time a member comes to the branch. Lay says technology is only a part of the entire digital transformation equation when used correctly and in proper context within the consumer buying journey. “I believe technology should be one of the last things we talk about when discussing digital transformation because it’s so easy to get lost and overwhelmed and lose sight of where we’re going with all of this technology talk. … what good is the latest tech when we lack the most important element of digital transformation—and that is a digital growth mindset?”And that’s just the first bit of this awesome show. Tune in to hear more, including:The three guests’ responses to Lenz’s two other outrageous statements: “Credit unions should never print another paper brochure” and “Credit union marketers will never be able to truly measure the results of their efforts.Each guest’s reflection on a best practice that they’ve seen borne out in their work with credit unions. The guests’ one-minute run-down of what will be covered in the sessions at School of Strategic Marketing. LinksCUES School of Strategic MarketingThe CUES PodcastCUES’ CU Management magazineAmy Herbig, The BA Group and search for “thebagroup” on social mediaAnthony Burnett, Level5 and search for “level5” and “anthony burnett” on social mediaJames Robert Lay, Digital Growth Institute

The lead faculty of the 2019 <a href="https://www.cues.org/professional-development/training-education/schools/school-of-strategic-marketing-i" rel="nofollow" target="_blank">CUES School of Strategic Marketing</a> joined the CUES Podcast recently to discuss marketing through the lens of their specialties. In this episode, Amy Herbig, Anthony Burnett and James Robert Lay talk about everything from paper brochures to physical branches to digital delivery. They respond to host James Lenz’s “outrageous” statements; offer up best practices grounded in many years of experience; and give a preview of what they’ll cover during the school, slated for July 15-18 in Cleveland. Herbig is CEO of <a href="http://www.thebagroup.com/" rel="nofollow" target="_blank">The BA Group</a>; Burnett is customer experience director with <a href="http://www.level5.com/" rel="nofollow" target="_blank">Level5</a>; and James Robert Lay is founder/CEO of the <a href="http://www.digitalgrowth.com/" rel="nofollow" target="_blank">Digital Growth Institute</a>. To pique your interest for listening to the full show, here is an excerpt of the discussion surrounding the first exaggerated statement: “Transformation at credit unions is only possible through technology delivery.” Listen to episode 69 to hear the rest.Herbig says that for a CU to successfully transform, it must have technology delivery capabilities. In working with credit unions of all sizes, she has found many that are struggling to get a handle on their technology.“Credit unions have to always remember their members have the option to bank not just elsewhere, but pretty much anywhere they want these days,” she says. “If we cannot leverage the loyalty in those relationships from a data standpoint, … we will be even more significantly behind other financial institutions who are stealing our members away.”Burnett responds next. “Right up there at the top is that convenience of a digital channels,” he notes. “You just can’t put branches … in every location. There’s a scalability in digital that you just can’t get with the branch … . There’s also a big business case around mobile transaction cost,” 10 cents per digital transaction versus $4 every time a member comes to the branch. Lay says technology is only a part of the entire digital transformation equation when used correctly and in proper context within the consumer buying journey. “I believe technology should be one of the last things we talk about when discussing digital transformation because it’s so easy to get lost and overwhelmed and lose sight of where we’re going with all of this technology talk. … what good is the latest tech when we lack the most important element of digital transformation—and that is a digital growth mindset?”And that’s just the first bit of this awesome show. Tune in to hear more, including:<ul><li>The three guests’ responses to Lenz’s two other outrageous statements: “Credit unions should never print another paper brochure” and “Credit union marketers will never be able to truly measure the results of their efforts.</li><li>Each guest’s reflection on a best practice that they’ve seen borne out in their work with credit unions. </li><li>The guests’ one-minute run-down of what will be covered in the sessions at School of Strategic Marketing. </li></ul>Links<ul><li><a href="https://www.cues.org/professional-development/training-education/schools/school-of-strategic-marketing-i?page=overview" rel="nofollow" target="_blank">CUES School of Strategic Marketing</a></li><li>The <a href="http://www.cumanagement.com/podcasts" rel="nofollow" target="_blank">CUES Podcast</a></li><li>CUES’ <a href="http://www.cumanagement.com/" rel="nofollow" target="_blank">CU Management</a> magazine</li><li>Amy Herbig, <a href="http://www.thebagroup.com/" rel="nofollow" target="_blank">The BA Group</a> and search for “thebagroup” on social media</li><li>Anthony Burnett, <a href="http://www.level5.com/" rel="nofollow" target="_blank">Level5</a> and search for “level5” and “anthony burnett” on social media</li><li>James Robert Lay, <a href="http://www.digitalgrowth.com/" rel="nofollow" target="_blank">Digital Growth Institute</a></li></ul>

CUES 69: Marketing Tactics and Strategies From Three Experts’ Perspectives, An Interview With Amy Herbig, Anthony Burnett and James Robert Lay