A Challenger Brands Winning Game Plan

Rod BrooksVP & Chief Marketing Officer, PEMCO InsurancePresident: Word of Mouth Marketing Association

Northwest Profile #38

PEMCO’s Playbook:A Challenger Brands Winning Game Plan

Who is PEMCO?• Personal-lines mutual insurance company founded in 1949• Serves niche market of preferred risk policyholders• Provides coverage to ~200k Washington households• Historically conservative and legacy oriented• Leads with relationship

Challenges: Old and New.1 Industry• Highly regulated industry• Product perceived as a commodity• Insurance is an unsought product2 Environment• Consumers heavily influenced by peers, friends, even strangers online• New & unfamiliar channels are sustaining brand conversations

PEMCO’s “WHY” Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why?We enable and Why? Why? Why? Why? Why? Why? Why? Why?protect the dreams Why? Why? Why? Why? Why? Why? Why? Why?of responsible Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why?Northwest people. Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why?

Insurance is … The law Not valued Not trustedNot well understood

Can only“win” by“losing”

The BHAG: Our Big Hairy Audacious Goal “Never have to advertise for a lead again” PEMCO customers can’t stand the thought of friends & family doing business with anyone else.

Awareness To Advocacy Transaction StageIdentify, Engage, Enable, Encourage Advocates

Extensive Research Initiative Consumer • 100 In-home Ethnographic Interviews • Important aspects of consideration Research • Key influences of decisions they make Internal • Cross Functional & Multi-level Conversations • Culture, Values, and Challenges Reviews • Strengths and Opportunities Competitive • Studied Top Twelve Companies – S.W.O.T. • Product, Price and Brand Positioning Assessment • Advertising, Messaging, Distribution and P.R.

We talked topeople like these.

FIERCELYINDEPENDENT

Leaders in Innovation – Proud!

Incredibly GREEN

LOVE THE LOCAL GUY Hometown Heros Local Trumps Large Personal Trumps Price

Unique, Quirky

Unique, Quirky and COLORFUL

Our Vision“PEMCO gets it!” – Voice of the CustomerPEMCO is the Northwest insurance company that“gets it.” An organization that’s great to dobusiness with, one that shares the values of thosewho live here, one that’s genuinely likeable.It’s the first choice of responsible people.

PEMCO’s Winning Strategy Different because we live, work, Differentiate on learn and play in the same hyper local communities. Invest in long-term Deliver world class customer experience relationships with consumers through consistent engagement Extend responsibility to buildDrive improvement through service innovation customer relationships & heed VOC across organization

PEMCO’s success depends on the positive opinion of people like me.They listen, participate, encourage and enable me to share with others. Listen Enable + Participate Partnership Encourage

Integrated – From D.M. to Event Badges

Local & Relevant Partnerships PEMCO, Tully’s Coffee & Children’s Hospital

Local & Relevant Partnerships PEMCO, Seahawks & Sounders FC

Act Local - To Be Local!Where they live, work, learn and play.

In 2010, PEMCO sponsored orparticipated in more than 100events across Washington.

PEMCO Brand Ambassadors

W.A.L.L.Y. Is On The Move

The BHAG: Our Big Hairy Audacious Goal “Never have to advertise for a lead again” PEMCO customers can’t stand the thought of friends & family doing business with anyone else.

BHAG Sounds Great: But How? Build engagement opportunities by enabling audiences to:1 2 3 Do Something Share Something Get Something

Develop A Game Plan: Empowering Guidelines Boot Camps Familiar Tools Access To Voice

Social Media Guidelines Appease reluctant stakeholders and empower employees • Clear statement of purpose • Inform and reassure reluctant stakeholders • Establish engagement expectations • Educate employees on best practices

Boot Camps Increase familiarity & comfort of employees• Explain guidelines• Tutorials provide a step-by-step how-to approach• Examples demonstrate consumer use• Case studies explore social media engagement and suggested responses

Finding The Right Tools Reduce communication barriers with employee networking tools1Share Voice of the Customer

Empowering Employees Reduce communication barriers with employee networking tools2Share Business Ideas

Real Time News Updates Reduce communication barriers with employee networking tools3Share News and Updates

It’s Not ALL Business Reduce communication barriers with employee networking tools4Foster Employee Community

Ratings and ReviewsIncrease customer-focus through directaccess to Voice of the Customer• Give back office employees access to customer voice• Celebrate & share your success stories• Learn from mistakes and consistently improve• Own the results • Start every meeting with a customer story!

When Paul learned that his dream home had beenburglarized and stripped of $10,000 of new hardware, hedidn’t know where to turn. Though a unfortunate setback tothe project, Shelly from PEMCO helped make a quickdecision and the project moved forward on time.

Getting hit by another driver is never a pleasant experience,but when it’s Memorial Day weekend, during rush hour traffic whileyou’re on your way to a job interview the experience can be downrighttraumatic. Though Carole hopes to never be involved in accident like thisagain, she knows if she is, PEMCO has her covered.

Thanks to our partners for their many contributions to our success! EVERGREEN MEDIA, INC. 77

A Shameless Plug “To advance the discipline of credibleword of mouth marketing – both online and offline.”Case Studies: Helping you become a better WOM marketer. Ethical Leadership - Best Practices – Measurable ROI Community: Enthusiasts – Brands – Service Providers School of WOM – May 9 thru 11 Swissotel, Chicago www.womma.org

Let’s ConnectTwitter: @NW_Mktg_GuyFacebook: Rod BrooksBlog: www.rodbrooks.com

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A Challenger Brands Winning Game Plan

by Rod Brooks

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