LAS VEGAS-As traditional avenues of marketing either decline or change, Kelley Parks says credit unions should seize the power of word-of-mouth advertising.

Parks, formerly VP of marketing and business development for Call FCU, Richmond, Va., is the founder of Henrico, Va.-based credit union consultancy gira{ph}. She noted trust in consumer advertising has dropped 41% in the last three years and 92% of people who own DVRs fast forward through commercials, both of which tend to limit the impact of general marketing spending.

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