By Barbara Millicent Roberts
Perhaps you know me. Or perhaps you know my sometimes partner, Ken. Or maybe you just know me by what everyone calls me, Barbie, and while my last name is actually Roberts, it’s often mistaken as Doll. Sometimes when I stop in my credit union’s branch, even they still call me that.
Speaking of my credit union, I’ve got something going on that should have every CU pink with envy when it comes with how to do marketing just right. As I like to say, wake up and see the sparkle!
As you should know by now, I have a new movie coming out July 21. It’s not the first time I’ve been a movie star, but it’s my biggest movie to date, and while I’ve had a lot of other careers—as an astronaut, a ballerina, a chef, a CEO, a circus performer, musician, TV newscaster, and, well, more than 250 in all—whatever the job, the one thing I’ve always been about has been marketing and branding. I mean, hey, a girl doesn’t get her own Dreamhouse without putting in the work, and I’ve sold more than a billion toys based on me!
I’m proud of the recent marketing campaign for my upcoming movie—named for me, of course!—and of all the excitement and buzz it has created.
Don’t believe the marketing is working? Well, admit it: you may never have played with a Barbie in your life and yet you know about my movie, don’t you? Don’t be embarrassed: As I like to say, “Listen to the best of your heart and keep on dancing.”
Three Tips
In one of my prior careers I was professional Barbie, and that’s where I learned three tips I’m using to promote my movie and that I’d also like to share with my credit union friends.
- Join the conversation on social media. Having a social media presence isn’t enough. To gain brand awareness and attract the attention of Gen Z and the generations that follow, credit unions can learn from my movie’s marketing campaign by being edgy and entertaining (and, of course, informative) on all the platforms, such as Twitter, Instagram, and TikTok. On Tik Tok alone there are currently two-billion hashtags for the #BarbieMovie. Now you may be thinking, “How can my credit union get involved in this conversation?” Think about ways you can relate your product offerings back to me. One example might be a tweet like, “Barbie's dream house is sweet! If you are also looking for your dream home, check our mortgage rates and let #YourCredit Union turn your dream into reality.”
- Highlight cash-back incentives and rewards at movie theaters and retail stores. With my movie less than two weeks away, thousands of people online have already placed orders for tickets so they can attend the premiere where they live. Your credit union can promote the advantages of using your payments cards--such as cashback, points, or exclusive offers, or partner to offer ticket prize packages with local theaters or retailers.
- Be a Good Listener. Sometimes Ken doesn’t listen like he should, but your credit union ought to. In the digital era, CUs should monitor conversations and identify relevant trends that offer marketing opportunities—or just the opportunity to help members. I listen to my friends, and I can tell you there is a lot of talk about money—including a lot of people worrying.
You should also find creative ways to join conversations outside the traditional financial space, too. By sharing insights, tips, or engaging content related to trending topics, you can position yourself as a forward-thinking and relevant CU, and do some good at the same time.
I often say “Together, we are strong,” and that’s what credit unions are all about, right?--members coming together to live their dreams. Now, go rock your own story.
Barbara Millicent Roberts is a CUToday.info reader who is about to be featured in a major motion picture and who filed this report while working remotely from her pop-up camper somewhere near her birthplace in Willows, Wis.