Persona Shift - Evok

***“Start simple and stay curious.” - Larry Meador*** Thank you for tuning in to The CUInsight Network, with your host, Robbie Young, Vice President of Strategic Growth at CUInsight. In The CUInsight Network, we take a deeper dive with the thought leaders who support the credit union community. We discuss issues and challenges facing credit unions and identify best practices to learn and grow together. My guest on today’s show is Larry Meador, CEO of Evok Advertising. Our conversation goes far beyond marketing buzzwords and demographic charts, with Larry sharing how a kid obsessed with commercials and creativity eventually found his way into advertising and the credit union world. Along the way, hear the wildly scrappy origin story behind Evok! Throughout our conversation, Larry explains why demographics alone don’t tell the full story and why understanding motivations, anxieties, habits, and emotional triggers matters so much more than simply targeting “women 35 to 54.” We talk about the difference between target audiences and personas, how digital personalization has completely changed member expectations, and why credit unions can’t afford to sound generic anymore. Larry also breaks down how his team helps credit unions identify who they’re already connecting with, where future opportunities exist, and how behavior-driven marketing can help strengthen loyalty in an era when consumers can move money with simply a few taps on their phones. As we wrap up the episode, Larry talks about why travel makes him a better marketer, the lessons that he has learned from coaches and family members, and why communication sits at the center of great leadership. Enjoy my conversation with Larry Meador! **Find the full show notes on** cuinsight.com. **Connect with Larry:** Larry Meador, CEO of Evok Advertising evokad.com Larry: LinkedIn Evok: LinkedIn | Facebook | Instagram | X Film mentioned: Jerry Maguire Film mentioned: Other People’s Money Book mentioned: The Art of Client Service by Robert Solomon Book mentioned: What Drives Winning: Building Character Gets Results. Here's How. by Brett Ledbetter Book mentioned: Meditations by Marcus Aurelius **In this episode:** \[0:58] - Hear how childhood creativity and fascination with commercials eventually led Larry into marketing and storytelling. \[2:38] - Larry reflects on how a nontraditional career path and guerrilla marketing tactics helped launch Evok. \[4:33] - Evok blends creativity and analytics to uncover members’ emotional financial decision-making drivers. \[6:47] - Larry argues that personas reveal behavioral motivations, enabling more personalized member communication. \[8:31] - Larry believes that personalized, relevant messaging helps credit unions compete through stronger member connection and loyalty. \[10:37] - Effective persona development starts by understanding your existing members and opportunities for growth. \[12:56] - Larry argues that persona-driven messaging strengthens relationships by anticipating members’ needs and life stages. \[15:48] - What is Evok’s focus for the future? \[17:42] - Hear how travel broadens Larry’s cultural understanding, creativity, and perspective as a marketer! \[19:42] - Larry mentions several books that he thinks everyone should read. \[20:24] - Larry asserts that entrepreneurial “balance” comes via integrating family, fitness, reading, and creative recovery time. \[21:21] - In closing, authenticity and human connection give credit unions opportunities to compete beyond size and technology.