It All Starts With A Story (Focus On Farming)

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This keynote address that was given during the Snohomish County Focus On Farming event in November, 2013 stresses the value of differentiation and storytelling.

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It All Starts With A Story (Focus On Farming)

  1. 1. Rod Brooks – NW Marketing Guy VP & CMO PEMCO Mutual Insurance Seattle, Washington Past Chairman & Current Board Member WOMMA Word of Mouth Marketing Assn source | Nielsen study (August 2010)
  2. 2. Rod Brooks – NW Marketing Guy Twitter Hashtag #Farming10 @NW_Mktg_Guy source | Nielsen study (August 2010)
  3. 3. Goat Renter Guy source | Nielsen study (August 2010)
  4. 4. P-Patch People source | Nielsen study (August 2010)
  5. 5. Wenatchee Apple King source | Nielsen study (August 2010)
  6. 6. Walla Walla Wine Wine Woman Woman source | Nielsen study (August 2010)
  7. 7. Urban Chicken Farmer source | Nielsen study (August 2010)
  8. 8. Northwest Family Farmer source | Nielsen study (August 2010)
  9. 9. • Integrity • Responsibility • Courage
  10. 10. • Integrity • Responsibility • Courage
  11. 11. PEMCO Mutual Insurance • Customer centric • Relationship led • Values based • Hyper-local • Challenger brand • Integrity • Responsibility • Courage
  12. 12. PEMCO Mutual Insurance • Integrity • Responsibility • Courage
  13. 13. 1 Customer • Integrity • Responsibility • Courage Buying insurance is about as exciting as purchasing prepaid funeral services!
  14. 14. 1 Customer I can only win by losing! • Integrity • Responsibility • Courage And I really don’t want to talk about it.
  15. 15. 2 Industry • Highly regulated industry • Product perceived as a commodity, little innovation • Occasionally sought, seldom talked about product • Industry ad spending at astronomically high levels 3 Environment • Integrity • Responsibility • Courage • New Influence by peers, friends, and strangers online • New & unfamiliar channels sustain brand conversations
  16. 16. Four. Billion. Dollars. source | Advertising Age (2011)
  17. 17. 76% of consumers believe companies are untruthful in their advertising.
  18. 18. Advertised In Reality
  19. 19. Advertised In Reality
  20. 20. 92% of global consumers say they trust recommendations above all other forms of advertising source | A.C. Nielsen Report – “Global Trust In Advertising & Brand Messages” (2012)
  21. 21. Reason Price Referral and/or Recommend source | PEMCO Market Metrics (2011) 2001 2002 2005 2007 2008 2009 2010 60% 62% 50% 50% 36% 40% 33% 10% 12% 17% 20% 22% 22% 32%
  22. 22. 70% of global consumers say they trust ratings and reviews found on online platforms and websites. source | A.C. Nielsen Report – “Global Trust In Advertising & Brand Messages” (2012)
  23. 23. Voice of the customer trumps voice of the brand source | A.C. Nielsen Report – “Global Trust In Advertising & Brand Messages” (2012)
  24. 24. We’ve moved… From the age of interruption to the age of engagement. From a passive consumer to an active consumer.
  25. 25. • Integrity • Responsibility • Courage
  26. 26. • Integrity • Responsibility • Courage
  27. 27. Voice of the customer • Integrity • Responsibility • Courage
  28. 28. Voice of the customer • Integrity • Responsibility • Courage
  29. 29. “Show me that you know me • Integrity in ways that • Responsibility • Courage others don’t”
  30. 30. Act local to be local… Hear and share your stories where they live, work, learn and play.
  31. 31. Northwest Profile #38
  32. 32. Engage your audience
  33. 33. Engage your audience
  34. 34. Engage your audience
  35. 35. • Integrity • Responsibility • Courage
  36. 36. Today’s Objectives: Why: Seven reasons How: Four decisions What: One action
  37. 37. • Integrity • Responsibility • Courage
  38. 38. “If you don’t know your why, your how and your what don’t matter!” - Simon Sinek
  39. 39. 1 source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
  40. 40. 2 source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
  41. 41. 3 source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
  42. 42. 4 source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
  43. 43. 5 source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
  44. 44. 6 source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
  45. 45. 7 source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
  46. 46. • Integrity • Responsibility • Courage
  47. 47. • Integrity • Responsibility • Courage Important decisions all of us can make
  48. 48. 1. Decide to listen • Integrity • Responsibility • Courage
  49. 49. 2. Decide to be affected • Integrity • Responsibility • Courage
  50. 50. We love our evergreen trees… but we despise telephone trees! Please make • Integrity real people • Responsibility • Courage available to answer your phone!
  51. 51. 3. Decide to respond • Integrity • Responsibility • Courage
  52. 52. • Integrity • Responsibility • Courage
  53. 53. • Integrity • Responsibility • Courage
  54. 54. • Integrity • Responsibility • Courage 4. Decide to be engaged
  55. 55. 1. 2. 3. 4. Decide to listen Decide to be affected Decide to respond Decide to be engaged • Integrity • Responsibility • Courage
  56. 56. • Integrity • Responsibility • Courage
  57. 57. • Integrity • Responsibility • Courage “If you see someone without a smile, give them yours!” - Stanley O. McNaughton Former PEMCO C.E.O.
  58. 58. fas·ci·nat·ing captivating: inspiring a great interest or attraction • Integrity • Responsibility • Courage source | Sally Hogshead– “HowToFascinate.com” (2013) budg·et what the big guys have that makes a lot of noise!
  59. 59. Our Belief: There is no such thing as a commodity. All products and • Integrity services can be made to be • Responsibility • Courage differentiated, remarkable and talkable!
  60. 60. Our Mantra: Turning touchpoints into talking points and making the • Integrity routine remarkable! • Responsibility • Courage
  61. 61. • Integrity • Responsibility • Courage
  62. 62. Remember the basics… Know your talkers… Give them something to • Integrity talk about… • Responsibility • Courage Make it easy to share.
  63. 63. • Integrity • Responsibility • Courage
  64. 64. • Integrity • Responsibility • Courage
  65. 65. Northwest Family Farmer source | Nielsen study (August 2010)
  66. 66. Big Family Farmer Thank You To Northwest Artist Guy: www.samday.com source | Nielsen study (August 2010)
  67. 67. Rod Brooks – NW Marketing Guy PEMCO Insurance: V.P. and CMO ----------Follow Rod on Twitter: @NW_Mktg_Guy Facebook: Northwest Marketing Guy Blog: www.SeeingTheEdge.com source | Nielsen study (August 2010)

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