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
1. PEMCO
Insurance:
V.P. and CMO
WOMMA:
Rod Brooks
Chairman – 2011
Chief Marketing Officer
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PEMCO Mutual Insurance
Follow Rod on
Twitter:
@NW_Mktg_Guy
source | Nielsen study (August 2010)
2. Rod Brooks
PEMCO
Insurance:
V.P. and CMO
Here’s four
WOMMA: decisions
Chairman – 2011 everyone
-----------
Follow Rod on
can make!
Twitter:
@NW_Mktg_Guy
source | Nielsen study (August 2010)
3.
4. PEMCO Mutual Insurance Company
• Customer centric
• Relationship led
• Values based
• Challenger brand
• Hyper-local
• Integrity
• Responsibility
• Courage
5. 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.
6. Challenges: Both old and new
1
Industry
• Highly regulated industry
• Product perceived as a commodity
• Insurance is an unsought product
2
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
31. 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.”
32.
33.
34. “… 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.”
35. 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
36. Engagement…Which way?
1 Traditional
2 Experimental
3 Operational
4 Measurable
5 Nirvana - Fully Engaged
73. 54% of US adults identified
old-fashioned Word of Mouth
as most important influencer
of purchase decisions.
source | “Digital Marketer Report, Experian – 2011
74. Word of mouth marketing basics
Know your
talkers…
Give them
something to
talk about…
• Integrity
• Responsibility
• Courage
Make it
easy to share.
75. Rod Brooks – Lets Connect
Twitter:
@NW_Mktg_Guy
Facebook:
Northwest
Marketing Guy
Linked In: • Integrity
Rod Brooks • Responsibility
• Courage
Blog:
www.rodbrooks.com