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Apr 22

choozlechat: Digital advertising for the financial services industry with Terrill Herbig at The BA Group

Megan Sullivan-Jenks, Senior Director of Marketing, Choozle: Before we dig in, I’d like to tackle a serious question inspired by your clients in the financial services industry–do you always carry some cash or are you a plastic-only type person?

Terrill Herbig, President at The BA Group: I try to carry cash, but as a dad of two teenage boys, that cash invariably seems to disappear…


MSJ: Let’s start with an explanation of what you do at The BA Group.

TH: I’m the President of The BA Group, a credit union marketing agency based in Northfield, Minnesota. As president, I wear many hats, but when I have my client hat on, I’m focusing on finding the right media solution for our partnering credit unions. Along with our digital marketing managers, I strategize, plan, and execute media plans designed to increase growth in membership, accounts, and loan balances.


MSJ: From your point of view, what is the benefit of having an in-house digital advertising solution?

TH: Choozle’s in-house capabilities have been instrumental in allowing us to expand our strategic digital marketing solutions for our credit unions around the nation. Years ago, we tried outsourcing our programmatic efforts, which wasn’t ideal for many reasons. No one cares for our clients more than we do, so we place a lot of value on having control over our creative, targeting, bids, data, reports, everything!


MSJ: How does Choozle enable The BA Group with the tactics you need for your clients?

TH: Choozle’s wide array of targeting capabilities and agile platform have allowed our credit unions’ marketing plans to really come to life. As we are an industry-specific agency, it allows us to truly hone in on those tactics that provide high-efficiency campaigns.


MSJ: What are some of the challenges you face when implementing digital advertising for your clients in the financial services industry?

TH: As with any campaign, finding the right audience is key. Campaigns that are focused on credit-worthiness present challenges that your “typical” campaign doesn’t possess. Knowing how to navigate data providers and alternative targeting tactics is always interesting, providing learning opportunities and knowledge growth. There’s always a way to reach your TA!


MSJ: What strategies or tactics have been successful for your clients in the financial services industry?

TH: No peeking in our playbook! Seriously though, we have seen great success with our Select Employee Group (SEG) or closed membership credit unions utilizing the first-party data tactic in conjunction with retargeting. We’re able to reach their membership on a channel previously unattainable to them. These credit unions have seen site activity increase dramatically as well as positive campaign engagement.


MSJ: What do you wish you knew when you first started with Choozle?

TH: To be honest, everyone from the CEO to my Strategic Account Managers has been incredibly available to the point where I don’t feel like I’ve been left out on anything.


MSJ: Do you have any words of wisdom for someone considering Choozle as their in-house digital advertising solution?

TH: Don’t be shy with your Choozle team, lean on them for the most up-to-date targeting capabilities, specialized audience building, and more. They love to help!


MSJ: Any final thoughts?

TH: I really love how approachable Choozle’s platform and team is–it makes our job that much easier having a partner that invests themselves into our success.

Terrill Herbig, President at The BA Group

Terrill cut his teeth in the marketing world as a PSYOP Specialist (aka “combat marketer”) in the US Army in the early 2000’s, where he was able to develop a deep understanding of the relationship between strategy, planning, execution and reporting which he now brings to each of his credit union clients’ digital marketing efforts. Outside the office you can find Terrill on his fishing boat, watching his sons’ lacrosse games and playing cribbage in as many breweries as possible.

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