How PEMCO activated its distinctive brand strategy and marketing campaign in the “real world” — the communities where people of the Northwest live, work, learn and play. After harnessing local enthusiasm as a challenger brand in a market dominated by national players, and using an unorthodox approach to garner consumer insights, the PEMCO team created a plan for engaging with consumers in a traditional time-tested way: face-to-face.
Social Trends and Word of Mouth - PCEA 2013Rod Brooks
Rod Brooks is the Vice President and Chief Marketing Officer of PEMCO Insurance. He serves on the board of directors for WOMMA. Brooks advocates for word-of-mouth marketing and social engagement. He discusses challenges in the insurance industry and strategies for building brands through socially engaged conversations. Brooks emphasizes the importance of listening to customers, being transparent and trustworthy, and making it easy for positive recommendations to spread.
These are links to a variety of resources regarding personal brand and social media. Some were used in the development of my presentation to Eastlake DECA Founding 54.
Social - A PEMCO story in under 20 minutesRod Brooks
A twenty minute hole appeared in the 2011 Social 301 Conference agenda and I got the call. This short story includes a video case and an example of how PEMCO has entered into social engagement with an integrated, online and offline approach.
Journey to an engaged enterprise with Speakers NotesRod Brooks
Rod Brooks is the Vice President and Chief Marketing Officer of PEMCO Insurance. He oversees PEMCO's marketing strategy, including their "We're A Lot Like You" campaign which uses humor and relatability to differentiate PEMCO and show they understand Northwest customers. PEMCO also focuses on world-class customer experience and driving improvement through service innovation and listening to customer feedback. Brooks' vision is for PEMCO to listen to customers, participate in conversations, encourage sharing, and enable customers to spread positive word of mouth about the company.
Differentiating In An Undifferentiated IndustryRod Brooks
This document discusses the marketing strategy and initiatives of PEMCO Insurance. It notes that PEMCO aims to differentiate itself in an undifferentiated industry by focusing on building strong local community relationships and empowering customers and agents to promote the brand through word-of-mouth marketing. Some key tactics mentioned include sponsoring numerous local events, empowering employees to support local causes, leveraging local retailers and services to promote shared community interests, and facilitating customer and agent engagement through service-oriented initiatives to generate positive conversations about the brand.
It All Starts With A Story (Focus On Farming)Rod Brooks
This keynote address that was given during the Snohomish County Focus On Farming event in November, 2013 stresses the value of differentiation and storytelling.
The document discusses word of mouth marketing and social media engagement. It provides statistics on consumer brand conversations, both offline and online. It also outlines strategies for companies to listen to customer conversations, engage with customers, and empower customer advocacy. The goal is for companies to harness the power of word of mouth by facilitating positive consumer-generated conversations.
Social Trends and Word of Mouth - PCEA 2013Rod Brooks
Rod Brooks is the Vice President and Chief Marketing Officer of PEMCO Insurance. He serves on the board of directors for WOMMA. Brooks advocates for word-of-mouth marketing and social engagement. He discusses challenges in the insurance industry and strategies for building brands through socially engaged conversations. Brooks emphasizes the importance of listening to customers, being transparent and trustworthy, and making it easy for positive recommendations to spread.
These are links to a variety of resources regarding personal brand and social media. Some were used in the development of my presentation to Eastlake DECA Founding 54.
Social - A PEMCO story in under 20 minutesRod Brooks
A twenty minute hole appeared in the 2011 Social 301 Conference agenda and I got the call. This short story includes a video case and an example of how PEMCO has entered into social engagement with an integrated, online and offline approach.
Journey to an engaged enterprise with Speakers NotesRod Brooks
Rod Brooks is the Vice President and Chief Marketing Officer of PEMCO Insurance. He oversees PEMCO's marketing strategy, including their "We're A Lot Like You" campaign which uses humor and relatability to differentiate PEMCO and show they understand Northwest customers. PEMCO also focuses on world-class customer experience and driving improvement through service innovation and listening to customer feedback. Brooks' vision is for PEMCO to listen to customers, participate in conversations, encourage sharing, and enable customers to spread positive word of mouth about the company.
Differentiating In An Undifferentiated IndustryRod Brooks
This document discusses the marketing strategy and initiatives of PEMCO Insurance. It notes that PEMCO aims to differentiate itself in an undifferentiated industry by focusing on building strong local community relationships and empowering customers and agents to promote the brand through word-of-mouth marketing. Some key tactics mentioned include sponsoring numerous local events, empowering employees to support local causes, leveraging local retailers and services to promote shared community interests, and facilitating customer and agent engagement through service-oriented initiatives to generate positive conversations about the brand.
It All Starts With A Story (Focus On Farming)Rod Brooks
This keynote address that was given during the Snohomish County Focus On Farming event in November, 2013 stresses the value of differentiation and storytelling.
The document discusses word of mouth marketing and social media engagement. It provides statistics on consumer brand conversations, both offline and online. It also outlines strategies for companies to listen to customer conversations, engage with customers, and empower customer advocacy. The goal is for companies to harness the power of word of mouth by facilitating positive consumer-generated conversations.
Branding Playbook: Your Company Or Your AgenciesRod Brooks
Insights from CMO of NW challenger brand, PEMCO Mutual Insurance Company, on topic of branding your company while working closely with partner agency brands.
Includes discussion of brand ladder, brand advocacy, and effective collaboration techniques. Presented at NAMIC Personal Lines Seminar, April 2011 by CMO Rod Brooks
Anatomy of Twitter - Establishing YourselfRod Brooks
The document provides 15 steps to optimize a Twitter profile and account for business purposes. It discusses setting up the profile name, photo, bio, location and website link. It also covers engaging with others on Twitter by following people, favoriting tweets, direct messaging and blocking users if needed. The document emphasizes providing value to followers through regular updates and participating in conversations.
"Taking It Offline" (With Speaker's Notes)Rod Brooks
PDF With Speaker Notes
This PEMCO case study showing how a hyper-local Northwest insurance company took word of mouth marketing offline was chosen to be a featured presentation at the 2011 WOMMA School of WOM.
What the difference between routine and remarkable? How would you turn touch points into talking points? Are you aware of the four key decisions that every marketer can make... or not? This presentation introduces answers to those questions and the five principles of great Word of Mouth Marketing. Enjoy.
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)Rod Brooks
The voice of the customer plays an increasingly important role in the development and use of timely and relevant content – “Content Excellence."
Developing the right content strategy to drive the desired outcome requires, once again, that we exercise new muscles and build new behaviors.
Getting Social. A vision. A commitment. A plan.Rod Brooks
I first gave this presentation at Blogwell Seattle in May of 2010. It summarizes the progress that PEMCO has made on the path to becoming world class in the use of word of mouth marketing and social media tools. I continue to think of myself as a student in this space... a student with a few lessons to share. Thanks for checking it out.
This presentation was prepared for a PR Newswire hosted event in Seattle on October 10, 2012. PEMCO CMO, Rod Brooks, discusses the importance of monitoring customer conversations when developing meaningful brand content.
PEMCO Insurance (where I am the CMO) ran a contest to generate consumer auditions to be the next NW Profile. Many of the submissions were outstanding. This is a deck that I used when share the case study at the Word of Mouth Marketing Association's annual summit meeting in Las Vegas. (11/2012)
Find out how PEMCO tuned in to their customers wants and needs to build relationships and a buzzable hyper-local position in their market. Presented on 12/16/09 at Gaspedal\'s Word of Mouth Supergenius conference.
The document discusses the importance of word-of-mouth marketing and creating remarkable customer touchpoints. It provides statistics on daily brand discussions and emphasizes focusing on customers who will talk about the brand. Businesses are encouraged to give these customers something noteworthy to share and make it easy for them to spread the word. The goal is to convert routine interactions into memorable experiences throughout the customer experience.
The document discusses word of mouth marketing and social media engagement. It provides statistics on consumer brand conversations and social media usage among Fortune 100 companies. It emphasizes the importance of listening to consumers, responding authentically to feedback, and empowering advocates. The goal is to make word of mouth and customer relationships the center of marketing strategy.
The Grandpa Project aims to promote generational love and connected families by celebrating the role of grandfathers. It was started by Rod Brooks after a conversation with his son made him realize he didn't want his grandchildren to not know him like the past three generations. The project informs and inspires about the importance of the grandpa role through sharing stories from grandfathers and children. It also creates experiences like Grandpa Camp to bring generations together and volunteer opportunities for grandfathers to spend time with children. The goal is for every child to have the benefit of experiencing a grandpa.
The Seahawks went to Super Bowl XLVIII and the team at PEMCO Insurance went to work. We created a highly engaging and visible social experience in just 12 days from start to finish and joined the conversation of the Supercharged 12th Man. Supercharged Seahawk Fans... You're One Of Us!
Good morning snohomish county 2014 preso pdfRod Brooks
It all starts with a story! Today's most trusted marketing isn't delivered as you might expect. Today's best marketing are the stories that are shared between friends and neighbors. What are your stories? Who tells them on your behalf? Let's examine "why" stories really matter.
This document contains slides from a presentation given by Rod Brooks, VP and CMO of PEMCO Insurance. The presentation focuses on word-of-mouth marketing and customer engagement. It discusses the power of word-of-mouth recommendations, highlights key decisions and strategies for businesses to implement more effective word-of-mouth marketing, and emphasizes the importance of converting routine customer touchpoints into remarkable experiences.
Rod Brooks is the Vice President and Chief Marketing Officer of PEMCO Insurance. He is also the Chairman of WOMMA (Word of Mouth Marketing Association) in 2011. The document discusses PEMCO's social media strategy and engagement over time, moving from a traditional approach to becoming fully engaged on social media. It outlines PEMCO's vision, social media mantra, and strategies to build advocacy and positive word of mouth by listening to customers and enabling two-way conversations.
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.
Recognizing the importance of the "personal brand" image we project is a critical first step in developing and growing our careers. But conventional thinking on the topic is beginning to shift and the importance of our "personality brand" has become an increasingly important dimension. That, and the rapidly escalating use of social media tools makes the art of presenting ourselves a whole new ballgame!
Word of mouth marketing - Taking it offlineRod Brooks
This PEMCO case study showing how a hyper-local Northwest insurance company took word of mouth marketing offline was chosen to be a featured presentation at the 2011 WOMMA School of WOM.
How a regional challenger brand in the uninteresting insurance business has been repositioned into one of the Northwest's most talked about brands. PEMCO's Playbook.
Branding Playbook: Your Company Or Your AgenciesRod Brooks
Insights from CMO of NW challenger brand, PEMCO Mutual Insurance Company, on topic of branding your company while working closely with partner agency brands.
Includes discussion of brand ladder, brand advocacy, and effective collaboration techniques. Presented at NAMIC Personal Lines Seminar, April 2011 by CMO Rod Brooks
Anatomy of Twitter - Establishing YourselfRod Brooks
The document provides 15 steps to optimize a Twitter profile and account for business purposes. It discusses setting up the profile name, photo, bio, location and website link. It also covers engaging with others on Twitter by following people, favoriting tweets, direct messaging and blocking users if needed. The document emphasizes providing value to followers through regular updates and participating in conversations.
"Taking It Offline" (With Speaker's Notes)Rod Brooks
PDF With Speaker Notes
This PEMCO case study showing how a hyper-local Northwest insurance company took word of mouth marketing offline was chosen to be a featured presentation at the 2011 WOMMA School of WOM.
What the difference between routine and remarkable? How would you turn touch points into talking points? Are you aware of the four key decisions that every marketer can make... or not? This presentation introduces answers to those questions and the five principles of great Word of Mouth Marketing. Enjoy.
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)Rod Brooks
The voice of the customer plays an increasingly important role in the development and use of timely and relevant content – “Content Excellence."
Developing the right content strategy to drive the desired outcome requires, once again, that we exercise new muscles and build new behaviors.
Getting Social. A vision. A commitment. A plan.Rod Brooks
I first gave this presentation at Blogwell Seattle in May of 2010. It summarizes the progress that PEMCO has made on the path to becoming world class in the use of word of mouth marketing and social media tools. I continue to think of myself as a student in this space... a student with a few lessons to share. Thanks for checking it out.
This presentation was prepared for a PR Newswire hosted event in Seattle on October 10, 2012. PEMCO CMO, Rod Brooks, discusses the importance of monitoring customer conversations when developing meaningful brand content.
PEMCO Insurance (where I am the CMO) ran a contest to generate consumer auditions to be the next NW Profile. Many of the submissions were outstanding. This is a deck that I used when share the case study at the Word of Mouth Marketing Association's annual summit meeting in Las Vegas. (11/2012)
Find out how PEMCO tuned in to their customers wants and needs to build relationships and a buzzable hyper-local position in their market. Presented on 12/16/09 at Gaspedal\'s Word of Mouth Supergenius conference.
The document discusses the importance of word-of-mouth marketing and creating remarkable customer touchpoints. It provides statistics on daily brand discussions and emphasizes focusing on customers who will talk about the brand. Businesses are encouraged to give these customers something noteworthy to share and make it easy for them to spread the word. The goal is to convert routine interactions into memorable experiences throughout the customer experience.
The document discusses word of mouth marketing and social media engagement. It provides statistics on consumer brand conversations and social media usage among Fortune 100 companies. It emphasizes the importance of listening to consumers, responding authentically to feedback, and empowering advocates. The goal is to make word of mouth and customer relationships the center of marketing strategy.
The Grandpa Project aims to promote generational love and connected families by celebrating the role of grandfathers. It was started by Rod Brooks after a conversation with his son made him realize he didn't want his grandchildren to not know him like the past three generations. The project informs and inspires about the importance of the grandpa role through sharing stories from grandfathers and children. It also creates experiences like Grandpa Camp to bring generations together and volunteer opportunities for grandfathers to spend time with children. The goal is for every child to have the benefit of experiencing a grandpa.
The Seahawks went to Super Bowl XLVIII and the team at PEMCO Insurance went to work. We created a highly engaging and visible social experience in just 12 days from start to finish and joined the conversation of the Supercharged 12th Man. Supercharged Seahawk Fans... You're One Of Us!
Good morning snohomish county 2014 preso pdfRod Brooks
It all starts with a story! Today's most trusted marketing isn't delivered as you might expect. Today's best marketing are the stories that are shared between friends and neighbors. What are your stories? Who tells them on your behalf? Let's examine "why" stories really matter.
This document contains slides from a presentation given by Rod Brooks, VP and CMO of PEMCO Insurance. The presentation focuses on word-of-mouth marketing and customer engagement. It discusses the power of word-of-mouth recommendations, highlights key decisions and strategies for businesses to implement more effective word-of-mouth marketing, and emphasizes the importance of converting routine customer touchpoints into remarkable experiences.
Rod Brooks is the Vice President and Chief Marketing Officer of PEMCO Insurance. He is also the Chairman of WOMMA (Word of Mouth Marketing Association) in 2011. The document discusses PEMCO's social media strategy and engagement over time, moving from a traditional approach to becoming fully engaged on social media. It outlines PEMCO's vision, social media mantra, and strategies to build advocacy and positive word of mouth by listening to customers and enabling two-way conversations.
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.
Recognizing the importance of the "personal brand" image we project is a critical first step in developing and growing our careers. But conventional thinking on the topic is beginning to shift and the importance of our "personality brand" has become an increasingly important dimension. That, and the rapidly escalating use of social media tools makes the art of presenting ourselves a whole new ballgame!
Word of mouth marketing - Taking it offlineRod Brooks
This PEMCO case study showing how a hyper-local Northwest insurance company took word of mouth marketing offline was chosen to be a featured presentation at the 2011 WOMMA School of WOM.
How a regional challenger brand in the uninteresting insurance business has been repositioned into one of the Northwest's most talked about brands. PEMCO's Playbook.
What lawyers need to know about social engagementRod Brooks
I was recently invited to share some of the socal engagement basics to a division of the King County Bar Association. It's surprising how few of the attorneys in attendance were taking the use of social media seriously.
Having your corporate logo, your product merchandising, your marketing materials, and your advertising is just the beginning when it comes to brand management today. At the most fundamental level our corporate brand positioning comes to life at the touchpoint between employees and customers. After all, your brand isn't what you say it is, it's what your customers say it is. This presentation was originally created and shared by Watson Wyatt. It has been shared several times with audiences ranging from PEMCO Insurance's board members to front line staff. Hope you enjoy it.
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Explore the details in our newly released product manual, which showcases NEWNTIDE's advanced heat pump technologies. Delve into our energy-efficient and eco-friendly solutions tailored for diverse global markets.
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Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
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Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
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On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
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The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
Starting a business is like embarking on an unpredictable adventure. It’s a journey filled with highs and lows, victories and defeats. But what if I told you that those setbacks and failures could be the very stepping stones that lead you to fortune? Let’s explore how resilience, adaptability, and strategic thinking can transform adversity into opportunity.
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This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
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6. Doblin’s Ten Types of Innovation
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To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
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This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
17. Advertising, Messaging, Distribution and P.R. Consolidate three prior slides into one that simply depicts the magnitude of the three research efforts (Employee, Agents, Consumers)
27. The Perfect Storm – Convergence of Forces BHAG: Never have to pay for a lead again Culture: Lead with relationship VOC: Stand in the customer’s shoes
28. PEMCO’s success depends on the positive opinion of people like me. They listen, participate, encourage and enable me to share with others. + 21 Partnership
79. <?xml version="1.0"?><AllQuestions /> <?xml version="1.0"?><AllAnswers /> <?xml version="1.0"?><AllResponses /> <?xml version="1.0"?><Settings><answerBulletFormat>Numeric</answerBulletFormat><answerNowAutoInsert>No</answerNowAutoInsert><answerNowStyle>Explosion</answerNowStyle><answerNowText>Answer Now</answerNowText><chartColors>Use PowerPoint Color Scheme</chartColors><chartType>Horizontal</chartType><correctAnswerIndicator>Checkmark</correctAnswerIndicator><countdownAutoInsert>No</countdownAutoInsert><countdownSeconds>10</countdownSeconds><countdownSound>TicToc.wav</countdownSound><countdownStyle>Box</countdownStyle><gridAutoInsert>No</gridAutoInsert><gridFillStyle>Answered</gridFillStyle><gridFillColor>255,255,0</gridFillColor><gridOpacity>50%</gridOpacity><gridTextStyle>Keypad #</gridTextStyle><inputSource>Response Devices</inputSource><multipleResponseDivisor># of Responses</multipleResponseDivisor><participantsLeaderBoard>5</participantsLeaderBoard><percentageDecimalPlaces>0</percentageDecimalPlaces><responseCounterAutoInsert>No</responseCounterAutoInsert><responseCounterStyle>Oval</responseCounterStyle><responseCounterDisplayValue># of Votes Received</responseCounterDisplayValue><insertObjectUsingColor>Red</insertObjectUsingColor><showResults>Yes</showResults><teamColors>Use PowerPoint Color Scheme</teamColors><teamIdentificationType>None</teamIdentificationType><teamScoringType>Voting pads only</teamScoringType><teamScoringDecimalPlaces>1</teamScoringDecimalPlaces><teamIdentificationItem></teamIdentificationItem><teamsLeaderBoard>5</teamsLeaderBoard><teamName1></teamName1><teamName2></teamName2><teamName3></teamName3><teamName4></teamName4><teamName5></teamName5><teamName6></teamName6><teamName7></teamName7><teamName8></teamName8><teamName9></teamName9><teamName10></teamName10><showControlBar>All Slides</showControlBar><defaultCorrectPointValue>0</defaultCorrectPointValue><defaultIncorrectPointValue>0</defaultIncorrectPointValue><chartColor1>187,224,227</chartColor1><chartColor2>51,51,153</chartColor2><chartColor3>0,153,153</chartColor3><chartColor4>153,204,0</chartColor4><chartColor5>128,128,128</chartColor5><chartColor6>0,0,0</chartColor6><chartColor7>0,102,204</chartColor7><chartColor8>204,204,255</chartColor8><chartColor9>255,0,0</chartColor9><chartColor10>255,255,0</chartColor10><teamColor1>187,224,227</teamColor1><teamColor2>51,51,153</teamColor2><teamColor3>0,153,153</teamColor3><teamColor4>153,204,0</teamColor4><teamColor5>128,128,128</teamColor5><teamColor6>0,0,0</teamColor6><teamColor7>0,102,204</teamColor7><teamColor8>204,204,255</teamColor8><teamColor9>255,0,0</teamColor9><teamColor10>255,255,0</teamColor10><displayAnswerImagesDuringVote>Yes</displayAnswerImagesDuringVote><displayAnswerImagesWithResponses>Yes</displayAnswerImagesWithResponses><displayAnswerTextDuringVote>Yes</displayAnswerTextDuringVote><displayAnswerTextWithResponses>Yes</displayAnswerTextWithResponses><questionSlideID></questionSlideID><controlBarState>Expanded</controlBarState><isGridColorKnownColor>True</isGridColorKnownColor><gridColorName>Yellow</gridColorName></Settings> Let’s ConnectTwitter: @NW_Mktg_GuyRod.Brooks@PEMCO.comBlog: www.PEMCOnorthwest.com 52
Editor's Notes
Self introduction:Rod BrooksVice President and Chief Marketing Officer, PEMCO Insurance, Seattle, WashingtonBoard Member and President-elect of Word of Mouth Marketing Association (WOMMA)
Self introduction:Rod BrooksVice President and Chief Marketing Officer, PEMCO Insurance, Seattle, WashingtonBoard Member and President-elect of Word of Mouth Marketing Association (WOMMA)
This short video was produced by the NBC affiliate in Seattle for Evening Magazine as a result of the buzz that the PEMCO campaign had created over the prior 18 months.This was to document the “making of” a PEMCO Profile Commercial.PEMCO aired it live at a Space Needle Tweet-up. That event created a new wave of buzz locally, regionally, and even nationally.
Seeingthe edge…How to differentiate what others see as the sameLooking beyond the obviousConnecting unconnected dots in a way that completes the picture
PEMCO Mutual Insurance Company is just one of two Washington-based insurers after the sale of once-local SAFECO Insurance among other industry consolidations.Founded 60 years ago, it offers auto, home, boat, life and umbrella policies. PEMCO sells a highly regulated, commoditized product in a product category with very low customer involvement – all the while outspent by national competitors eight-to-one. PEMCO’s business model leads with relationship and keeps the customer “out front” and “in focus” in our decision making.We strive to provide a truly “world class customer experience” regardless of industry.We are governed by our core values of “Integrity, Responsibility, and Courage”
To consumers… insurance is pretty black and white.The law says they have to have it. It’s not valued at the time of purchase. It’s considered an expense. Insurance providers are scrutinized and often not trusted (industry). And it’s definitely not well understood. (What did I buy?)
To consumers… insurance is pretty black and white.Consumer Research Don’t like to think about insurance Don’t like or understand how it works Don’t want to learn more Don’t like the insurance companies Can only “win” by “losing”
To consumers… insurance is pretty black and white.Can only “win” by “losing”I only get value when I have a loss.Doesn’t this sound like a marketers dream job? Well…. Maybe more than you might think.
Here’s what some of those customers looked like. A lot like you. A little different.Conducted ethnographic research inside homes of people like these. Blind at first. Identified PEMCO at end.Observed their life style. Heard their stories. What they worried about. What they celebrated. What they honored. And what they were proud of.
Northwest residents… Since Lewis & Clark days… have been a fiercely independent group.They blaze their own trails, rail at the east coast establishment, and don’t have a lot of love lost for Californian’s to the south (even though many used to be one themselves).
We consider ourselves innovative… and proud leaders in all things good.In fact… if it’s really good, it probably was invented here. And even though most of us had nothing to do with the creation of these companies, we proudly claim them as if they were our own.
We are incredibly green (but not with envy) and we might even claim to have invented recycling.
We love the local guy.When all things are equal… and often even when price is a bit higher…- Local trumps Large- Personal trumps price.
Oh… and did I mention that we can be a bit unusual…Odd.QuirkyProud
And Colorful
So what does that information do for a local insurance company that wants to compete with the big guys.It guides us.It helped us understand how best to differentiate ourselves from the rest of the insurance providers.We would look for opportunities to connect ourselves to those unique values that the people of the NW hold so dear.The big guys can spend more, but no one can be “more local” in the northwest than PEMCO.
PEMCO PersonasHere’s a helpful guide to the people of the northwest. We call thismicrosite WALLY… an acronym for Were A Lot Like YouOur initial objective was to show people that we really knew them. And of course…make people smile. While social media is NOT a campaign, it can be a launch platform for making your brand “talkable” on the social web.How? Starting with the PEMCO We’re A Lot Like You. A Little Different ad campaign.Campaign highlights the quirky, yet identifiable characteristics of Northwest residents. Resulted in hundreds of organic blog mentions.Introduce these characters …. In order…First Snowflake Freak-out LadySandals and Socks Guy50 Degrees Shirts Off GuyPonytailed Software GeekGoat Renter GuyRoadside Chainsaw WoodcarverDesperately Seeking SasquatchOff Leash Dog Lady
Let’s talk for a minute about the climate at PEMCO….I like to think of it as a Perfect Storm. A time with there is a convergence of forces that can truly change the landscape.BHAG. Instead of focusing on the newest tools or channels, PEMCO started with our big hairy audacious goal in mind. “Never have to pay for a lead again”. As such, we’ve found social engagements and channels that have helped us organize and engage the customer in meaningful conversations. Culture For more than 60 years PEMCO has “lead with relationship” putting customer wants and needs first. We start all of our executive meetings and board meetings with a customer story. We lead with trust when settling a claim. Our mantra… “Our customers came to us voluntarily one at a time. And they can leave the same way if we break their trust” and “There’s no right way to do the wrong thing” Voice of the Customer: We have two ears and one mouth. We should listen twice as much as we talk. Over the past two years PEMCO has embarked on an aggressive approach to integrate the voice of the customer into the PEMCO corporate culture and business practices. We regularly measure all of our customer touch points, and report findings with actions identified to improve. We have recently focused on improving our ability to segment our customers and will endeavor to improve our products and services depending on their unique wants and needs. We are even currently assessing the most practical and effective way to reorganize the operations of the company around the voice of the customer.
Our vision for WOM and social media is simple and aligns with PEMCO’s world class customer experience objectives: Our Social Media Mantra…“PEMCO’s success depends on the opinion of people like me. They listen, participate, encourage and enable me to share with others.”Listen.ParticipateEncourageEnable
We looked for a variety of ways, some new and some traditional, that could put the local feel of our campaign in front of our NW neighbors.Trading CardsTransit CardsBanner DisplaysSurprise Appearances
High impact bus wraps were at the time of our campaign launch.Got people beyond seeing…. To include talking.
We ensure that our campaigns are consistent at every touch point.From Direct mail to the photo giveaways that we give away at tweet-ups and local events.
And we knew that just displaying and sharing our campaign wouldn’t be enough.We needed to take the campaign into the communities where are customers lived, worked, learned and played.To be considered local, we had to act and show up locally.
Reportedly, 90% of all WOM is face to face… or at least, NOT digitally driven.PEMCO made sure we walked the talk and showed up in the communities where our customers and prospects live, work, learn and play.This integrated program capitalized on a set of opportunities that best reinforce PEMCO’s brand position including:1. An array of local grassroots-level events – Fremont Fair, Seafair, Issaquah Salmon Days, Taste Washington, etc.2. The creation of a fully-modular, branded, motorized vehicle (WALLY1)3. A set of activities that foster meaningful interaction and Brand Ambassadors to serve as the face of the company within the community. The program’s goal is to increase positive touch points – both online and offline – between PEMCO and the local Northwest community.
PEMCO uses a mix of objective and subjective evaluation tools to determine the community events in which the company will participate. Here’s a look into our selection process:Once a year, PEMCO and its partners conduct a statewide audit of events happening in communities across Washington state throughout the yearSponsorships are researched with an eye toward grass-roots, community level events Each event is evaluated using a set of criteria that helps us meet our goals. Events are scored against the following criteria:Alignment with PEMCO Core Values. Does the event fit within PEMCO’s historic areas of support and company values? Ability for Meaningful Interaction or Message Delivery. Does the event or sponsorship allow for Brand Ambassadors or other representatives to engage in meaningful interaction with community members? Sponsorship Placement/Compatibility. Will PEMCO receive high enough billing amid other sponsors to be visible? Are other sponsors compatible with PEMCO? Opportunity for Community Agent Participation. Does the event allow for local or regional Community Agents to drive or extend PEMCO presence through participation? Tie-ins to “We’re A Lot Like You” campaign. Does the event or sponsorship allow for cross-promotion of the WALLY campaign, extending the impact and/or creating word-of-mouth marketing opportunities? Within Designated Market Areas. Does the event or sponsorship fit within PEMCO’s designated market areas? A year-long events calendar is compiled with the top-scoring events. Special consideration is given to ensuring a balance of frequency and geographic reach (Western v. Eastern Washington).
We looked for high leverage ways to bring recognized NW Challenger Brands together.PEMCOTully’s CoffeeChildren’s Hospital
Showed up where large crowds were already forming… and had a common interestPEMCOSeahawksSounders FC
The WALLY van and outreach program has been a tremendous addition to our campaign mixWe are holding traditional face to face conversations at the point of community that our customers and neighbors appreciateAnd it fuels our on-line communication as well.
Spin to win:PEMCO floating key chains, coffee scoops “Goat Renter Guy Goats”
2009 in review.
In all our endeavors, PEMCO has worked to lead on relationships. We look forward to building a relationship with you and encourage you to return back to www.werealotlikeyou.com for new updates coming soon. Next steps. Stop: Learn and listen. But don’t be afraid to learn while doing too! We walked away with a lot of to-do’s as a result of what we learned from having our Tweet-up.Invest further in social mediaCreate listening out postsEngage & train PEMCO employees about social mediaCreate corporate Twitter handles @PEMCO & @PEMCO_NWBe attentive to new opportunities to create additional buzzImprove / expand the WALLY micro-website to allow for more participation / engagement
Fresh new carrousel of NW profilesIntegrated Twitter, You Tube, Brand Ambassador BlogEnabled NW Profile Location Sighting Made content easy to share
Able to produce their own profileExpanded Detail… Amusing facts Order the trading cards Purchase a tee-shirt
And of course… see the suite of commercials
All new website launched in January.Improved brand presence, but even more importantly will better incorporate the Voice of the CustomerTestimonials and responses to lettersTwitter feedCustomer reviews….. (more)
Most asked for information…Info about coverage's in customer speak not insurance lingoExplanations about available discountsTips… (more)
Current news releasesPEMCO TVNorthwest consumer polls… (more)
And of course….Twitter….With clarity about the face behind the tweet
And You TubeWhich brings us back to that commercial we were making at the beginning of this presentation.Let’s take a look to wrap up.Meet 4 Way Stop. You go. No You Go. No You Go Guy.
Reportedly, 90% of all WOM is face to face… or at least, NOT digitally driven.PEMCO made sure we walked the talk and showed up in the communities where our customers and prospects live, work, learn and play.This integrated program capitalized on a set of opportunities that best reinforce PEMCO’s brand position including:1. An array of local grassroots-level events – Fremont Fair, Seafair, Issaquah Salmon Days, Taste Washington, etc.2. The creation of a fully-modular, branded, motorized vehicle (WALLY1)3. A set of activities that foster meaningful interaction and Brand Ambassadors to serve as the face of the company within the community. The program’s goal is to increase positive touchpoints – both online and offline – between PEMCO and the local Northwest community.
Let’s stay in touch.Any questions.
Self introduction:Rod BrooksVice President and Chief Marketing Officer, PEMCO Insurance, Seattle, WashingtonBoard Member and President-elect of Word of Mouth Marketing Association (WOMMA)