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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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source | Nielsen study (August 2010)
PEMCO
Insurance: V.P. and CMO
WOMMA: Chairman – 2011
- - - - - - - - - - - Follow Rod on
Twitter: @NW_Mktg_Guy
Rod Brooks Chief Marketing Officer PEMCO Mutual Insurance
source | Nielsen study (August 2010)
PEMCO
Insurance: V.P. and CMO
WOMMA: Chairman – 2011
- - - - - - - - - - - Follow Rod on
Twitter: @NW_Mktg_Guy
Rod Brooks
Here’s four decisions everyone can make!
• Integrity
• Responsibility
• Courage
PEMCO Mutual Insurance Company
• Customer centric
• Relationship led
• Values based
• Challenger brand
• Hyper-local
• Integrity
• Responsibility
• Courage
Our Vision
PEMCO is the Northwest insurance company
that “gets it.” An organization that’s great to do 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.
• Integrity
• Responsibility
• Courage
Challenges: Both old and new
• Highly regulated industry
• Product perceived as a commodity
• Insurance is an unsought product
Industry 1
Environment
2
• Industry ad spending at astronomically high levels
• Heavy influence by peers, friends, and strangers online
• New & unfamiliar channels sustain brand conversations
• Integrity
• Responsibility
• Courage
Dream big!
• Integrity
• Responsibility
• Courage
Dream big!
BIG HAIRY AUDACIOUS GOAL
• Integrity
• Responsibility
• Courage
decisions
every company
and marketer can
(and should) make!
1. Decide to listen
2. Decide to be affected
3. Decide to respond
4. Decide to be engaged
Listening
is a company’s
greatest
opportunity.
Use the
available
search
functions
• Integrity
• Responsibility
• Courage
source | http://www.flickr.com/photos/boudster/3716337113/
Public Displays of Affection
source | http://www.flickr.com/photos/
Public Displays of Aggravation
22% of US consumers have
at least one brand-related
conversation online every
day. Public Displays of Affection
22% of US consumers have
at least one brand-related
conversation online every
day. Public Displays of Aggravation
Customer
reviews and
stories affect
operations.
• Start every meeting with a
customer story!
Create a
place to
welcome
feedback
Create a
place to
welcome
feedback
Use what they say…They
Online ads with review content outperform standard ads by more 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
and
We’re Sorry
Feb 22nd - 3:18 to
Feb 23rd - 4:05 p.m.
24 hours
47 minutes
Sorry!
Use humor
that gives,
not takes!
Use humor
that gives,
not takes!
• Integrity
• Responsibility
• Courage
Social engagement mantra
“PEMCO’s success
depends on the
positive opinion of
people like me.
They listen,
participate,
encourage and
enable me to
share with others.”
“… companies that are both
deeply and widely engaged in
social media surpass their peers in
terms of both revenue and profit performance by a significant
difference.”
• Integrity
• Responsibility
• Courage
Human approach
Social Media Voice of the Company
Top-Down Control
Company-Generated Messages
Infrequently Updated
Socially Engaged Voice of the Customer
Bottom-Up Messaging
Consumer-Generated Messages
Continuously Updated
Engagement…Which way?
Traditional
Experimental
Operational
Measurable
Nirvana - Fully Engaged
1
2
3
4
5
Stage 1: Traditional
Stage 2: Experimental
Stage 3: Operational
Stage 4: Measurable
Stage 5: Nirvana - Fully engaged
• Customer
engagement equally
distributed
• Breakthrough
business results
• Brand dashboard
ties to revenue and
loyalty
• 360 view of the
customer
• Senior executives
leading with
customer
engagement
• Faster to market
with product
improvements
• In depth customer
knowledge
• Better risk
management
• Less requirement for
price differentiation
• Improved talent
• Increased efficiency
• Change customer’s
lives and lifestyles
Business
Outcomes
Organizational
Impact Customer
Evidence
Advocacy Scales:
• “I’m valued &
heard”
• “You anticipate my
needs”
• “You get me”
• “No reason to
guess”
• “I trust you”
• “I recommend you”
• “I’ll be loyal and
defend you”
Company Vision
Social Mantra
Social Goal
“PEMCO Gets It”
Listen, Participate, Encourage & Enable
Fierce Advocates
Building social strategy
360 Degree
View
Content Is Critical
Internal Alignment
Engaging Experience
Operational Excellence
Platform for Success
Six Social Strategies - 2007
• Integrity
• Responsibility
• Courage
Voice of the customer
LOVE THE LOCAL GUY!
Hometown Heros
Local Trumps Large
Personal Trumps Price
“Show me
that you
know me
in ways
that others
don’t”
Engage your audience
First
make it
personal
Thn
make it
professional
23% of people’s time
spent on the Internet is on
Social Media websites
source | 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
• Integrity
• Responsibility
• Courage
More than marketing
“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
Fuel the
Advocacy
Engine with timely
and relevant
content and
conversations.
Awareness To Advocacy
• Integrity
• Responsibility
• Courage
Cogs of “content excellence”
Motivating
Language
Listen
Listen
Listen
Positive Thought
Informative
Interesting
Timely
Relevant
Entertaining
Engaged
• Integrity
• Responsibility
• Courage
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
Social Engagement
Mountains
to Sound
Greenway Trust
• 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
• Integrity
• Responsibility
• Courage
Word of mouth marketing basics
Know your
talkers… Give them
something to
talk about… Make it
easy to share.
• Integrity
• Responsibility
• Courage
Rod Brooks – Lets Connect
Twitter:
@NW_Mktg_Guy
Facebook:
Northwest
Marketing Guy
Linked In:
Rod Brooks
Blog:
www.rodbrooks.com
