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It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
It All Starts With A Story (Focus On Farming)
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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.

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

Published in: Marketing, Business, Technology
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  • 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. Rod Brooks – NW Marketing Guy Twitter Hashtag #Farming10 @NW_Mktg_Guy source | Nielsen study (August 2010)
  • 3. Goat Renter Guy source | Nielsen study (August 2010)
  • 4. P-Patch People source | Nielsen study (August 2010)
  • 5. Wenatchee Apple King source | Nielsen study (August 2010)
  • 6. Walla Walla Wine Wine Woman Woman source | Nielsen study (August 2010)
  • 7. Urban Chicken Farmer source | Nielsen study (August 2010)
  • 8. Northwest Family Farmer source | Nielsen study (August 2010)
  • 9. • Integrity • Responsibility • Courage
  • 10. • Integrity • Responsibility • Courage
  • 11. PEMCO Mutual Insurance • Customer centric • Relationship led • Values based • Hyper-local • Challenger brand • Integrity • Responsibility • Courage
  • 12. PEMCO Mutual Insurance • Integrity • Responsibility • Courage
  • 13. 1 Customer • Integrity • Responsibility • Courage Buying insurance is about as exciting as purchasing prepaid funeral services!
  • 14. 1 Customer I can only win by losing! • Integrity • Responsibility • Courage And I really don’t want to talk about it.
  • 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. Four. Billion. Dollars. source | Advertising Age (2011)
  • 17. 76% of consumers believe companies are untruthful in their advertising.
  • 18. Advertised In Reality
  • 19. Advertised In Reality
  • 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. 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. 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. Voice of the customer trumps voice of the brand source | A.C. Nielsen Report – “Global Trust In Advertising & Brand Messages” (2012)
  • 24. We’ve moved… From the age of interruption to the age of engagement. From a passive consumer to an active consumer.
  • 25. • Integrity • Responsibility • Courage
  • 26. • Integrity • Responsibility • Courage
  • 27. Voice of the customer • Integrity • Responsibility • Courage
  • 28. Voice of the customer • Integrity • Responsibility • Courage
  • 29. “Show me that you know me • Integrity in ways that • Responsibility • Courage others don’t”
  • 30. Act local to be local… Hear and share your stories where they live, work, learn and play.
  • 31. Northwest Profile #38
  • 32. Engage your audience
  • 33. Engage your audience
  • 34. Engage your audience
  • 35. • Integrity • Responsibility • Courage
  • 36. Today’s Objectives: Why: Seven reasons How: Four decisions What: One action
  • 37. • Integrity • Responsibility • Courage
  • 38. “If you don’t know your why, your how and your what don’t matter!” - Simon Sinek
  • 39. 1 source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
  • 40. 2 source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
  • 41. 3 source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
  • 42. 4 source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
  • 43. 5 source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
  • 44. 6 source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
  • 45. 7 source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
  • 46. • Integrity • Responsibility • Courage
  • 47. • Integrity • Responsibility • Courage Important decisions all of us can make
  • 48. 1. Decide to listen • Integrity • Responsibility • Courage
  • 49. 2. Decide to be affected • Integrity • Responsibility • Courage
  • 50. We love our evergreen trees… but we despise telephone trees! Please make • Integrity real people • Responsibility • Courage available to answer your phone!
  • 51. 3. Decide to respond • Integrity • Responsibility • Courage
  • 52. • Integrity • Responsibility • Courage
  • 53. • Integrity • Responsibility • Courage
  • 54. • Integrity • Responsibility • Courage 4. Decide to be engaged
  • 55. 1. 2. 3. 4. Decide to listen Decide to be affected Decide to respond Decide to be engaged • Integrity • Responsibility • Courage
  • 56. • Integrity • Responsibility • Courage
  • 57. • Integrity • Responsibility • Courage “If you see someone without a smile, give them yours!” - Stanley O. McNaughton Former PEMCO C.E.O.
  • 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. 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. Our Mantra: Turning touchpoints into talking points and making the • Integrity routine remarkable! • Responsibility • Courage
  • 61. • Integrity • Responsibility • Courage
  • 62. Remember the basics… Know your talkers… Give them something to • Integrity talk about… • Responsibility • Courage Make it easy to share.
  • 63. • Integrity • Responsibility • Courage
  • 64. • Integrity • Responsibility • Courage
  • 65. Northwest Family Farmer source | Nielsen study (August 2010)
  • 66. Big Family Farmer Thank You To Northwest Artist Guy: www.samday.com source | Nielsen study (August 2010)
  • 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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