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Tireless and Talkable Campaigns

Tireless and Talkable Campaigns



How did this conservative brand reverse declining trends in sales and marketing and experience double digit growth within six months? They dared to be different and found new and meaningful ways to ...

How did this conservative brand reverse declining trends in sales and marketing and experience double digit growth within six months? They dared to be different and found new and meaningful ways to engage with customers. PEMCO's "We're A Lot Like You. A Little Different" campaign has been one of the companies most successful campaigns moving them into first place for brands most likely to be shopped in their category. In this session you'll hear how PEMCO developed a detailed branding strategy rooted in a series of decisions all brands can (and the smart ones do) make, which have helped pave the way for their brands success.



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    Tireless and Talkable Campaigns Tireless and Talkable Campaigns Presentation Transcript

    • PEMCOInsurance:V.P. and CMOWOMMA:Rod Brooks Chairman – 2011Chief Marketing Officer -----------PEMCO Mutual InsuranceFollow Rod onTwitter:@NW_Mktg_Guy source | Nielsen study (August 2010)
    • Rod BrooksPEMCOInsurance:V.P. and CMO Here’s fourWOMMA: decisionsChairman – 2011 everyone -----------Follow Rod on can make!Twitter:@NW_Mktg_Guy source | Nielsen study (August 2010)
    • PEMCO Mutual Insurance Company • Customer centric • Relationship led • Values based • Challenger brand • Hyper-local • Integrity • Responsibility • Courage
    • Our Vision • Integrity PEMCO is the Northwest insurance company • Responsibility that “gets it.” An organization that’s great to do • Courage business with, one that shares the values of those who live here, one that’s genuinely likeable. It’s the first choice of responsible people.
    • Challenges: Both old and new1 Industry • Highly regulated industry • Product perceived as a commodity • Insurance is an unsought product2 Environment • Integrity • Responsibility • Industry ad spending at astronomically • Courage high levels • Heavy influence by peers, friends, and strangers online • New & unfamiliar channels sustain brand conversations
    • Dream big! • Integrity • Responsibility • Courage
    • Dream big! • Integrity • Responsibility • Courage BIG HAIRY AUDACIOUS GOAL
    • decisions every company and marketer can• Integrity (and should) make!• Responsibility• Courage
    • 1. Decide to listen2. Decide to be affected3. Decide to respond4. Decide to be engaged
    • Listeningis a company’sgreatestopportunity.
    • Use theavailable searchfunctions
    • • Integrity• Responsibility• Courage
    • Public Displays of Affectionsource | http://www.flickr.com/photos/boudster/3716337113/
    • Public Displays of Aggravationsource | http://www.flickr.com/photos/
    • 22% of US consumers haveat least one brand-relatedconversation online every day.Public Displays of Affection
    • 22% of US consumers haveat least one brand-relatedconversation online every day.Public Displays of Aggravation
    • Customerreviews andstories affect operations. • Start every meeting with a customer story!
    • Create a place towelcomefeedback
    • Create a place towelcomefeedback
    • Use whatthey say…TheyOnline ads withreview contentoutperformstandard ads bymore than 13%.
    • Respond with timely appreciation, empathy,sincerity and authenticity.
    • “When you hit a wrong note, it’s the next note that makes it good or bad.”source | Slide used with permission of John Moore, BrandAutopsy
    • Two great ways to respond to even the most challenging assertions.
    • Thank You andWe’re Sorry
    • Sorry! 24 hours 47 minutes Feb 22nd - 3:18 toFeb 23rd - 4:05 p.m.
    • Use humorthat gives, not takes!
    • Use humorthat gives, not takes!
    • Social engagement mantra “PEMCO’s success depends on the positive opinion of people like me. They listen, participate, • Integrity • Responsibility encourage and • Courage enable me to share with others.”
    • “… companies that are both deeply and widely engaged insocial media surpass their peers interms of both revenue and profit performance by a significant difference.”
    • Human approach Social Media Socially Engaged Voice of the Company Voice of the Customer Top-Down Control Bottom-Up Messaging • Integrity Company-Generated Consumer-Generated • Responsibility Messages • Courage Messages Infrequently Updated Continuously Updated
    • Engagement…Which way? 1 Traditional 2 Experimental 3 Operational 4 Measurable 5 Nirvana - Fully Engaged
    • Stage 1: Traditional
    • Stage 2: Experimental
    • Stage 3: Operational
    • Stage 4: Measurable
    • Stage 5: Nirvana - Fully engaged Business Organizational Customer Outcomes Impact Evidence • Faster to market • Customer Advocacy Scales: with product engagement equally • “I’m valued & improvements distributed heard” • In depth customer • Breakthrough • “You anticipate my knowledge business results needs” • Better risk • Brand dashboard • “You get me” management ties to revenue and loyalty • “No reason to • Less requirement for guess” price differentiation • 360 view of the customer • “I trust you” • Improved talent • Senior executives • “I recommend you” • Increased efficiency leading with • “I’ll be loyal and • Change customer’s customer defend you” lives and lifestyles engagement
    • Building social strategy Company “PEMCO Gets It” Vision Social Listen, Participate, Mantra Encourage & Enable Social Fierce Advocates Goal
    • Six Social Strategies - 2007 360 Content Is Internal Degree Critical Alignment View Engaging Operational Platform Experience Excellence for Success
    • Voice of the customer • Integrity • Responsibility • Courage
    • LOVE THE LOCAL GUY! Hometown Heros Local Trumps Large Personal Trumps Price
    • Engage your audience “Show me that you know me in ways that others don’t”
    • Firstmake itpersonal
    • Thn make itprofessional
    • 23% of people’s time spent on the Internet is on Social Media websitessource | Nielsen study (August 2010)
    • Don’t let your first day of social be “not so good”source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10
    • More than marketing • Integrity • Responsibility • Courage
    • “I know you”Awareness to Advocacy
    • “I like you”Awareness to Advocacy
    • “I like you”Awareness to Advocacy
    • “I love you”Awareness to Advocacy
    • “I defend you”Awareness to Advocacy
    • Awareness To Advocacy Fuel the Advocacy Engine with timely and relevant content and conversations.
    • Cogs of “content excellence”InformativeInteresting Positive Entertaining Thought Engaged Listen Listen Listen • Integrity • Responsibility Motivating Timely • Courage Language Relevant
    • The content continuum Selfless+ Inspiring + Compassionate = HUMAN • Integrity • Responsibility • Courage
    • Heading into year number five • Integrity • Responsibility • Courage
    • Five new Northwest Profile trading cards• Integrity• Responsibility• Courage
    • Mountains to Sound Greenway Trust • Integrity • Responsibility • CourageSocial Engagement
    • • Integrity• Responsibility• Courage
    • • Integrity• Responsibility• Courage
    • • Integrity• Responsibility• Courage
    • 54% of US adults identified old-fashioned Word of Mouth as most important influencer of purchase decisions.source | “Digital Marketer Report, Experian – 2011
    • Word of mouth marketing basics Know your talkers… Give them something to talk about… • Integrity • Responsibility • Courage Make it easy to share.
    • Rod Brooks – Lets Connect Twitter: @NW_Mktg_Guy Facebook: Northwest Marketing Guy Linked In: • Integrity Rod Brooks • Responsibility • Courage Blog: www.rodbrooks.com