Word of Mouth Marketing: Blending online and offline approches.
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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.
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Word of Mouth Marketing: Blending online and offline approches.
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- 2. <?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> Rod BrooksVP & Chief Marketing OfficerPEMCO InsuranceSeattle, Washington
- 4. <?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> Word of Mouth Marketing: Blending an online and offline approach. Rod Brooks VP & Chief Marketing Officer PEMCO Insurance
- 6. Property & Casualty
- 8. CONSUMER MINDSET Insurance isn’t … Often thought about Sexy or fashionable Highly regarded Well liked
- 9. CONSUMER MINDSET Can only “win” by “losing”
- 10. Understand What’s Possible Operational Efficiency Customer Intimacy Product Innovation
- 12. Important aspects of consideration
- 14. Culture, Values, and Challenges
- 16. Product, Price and Brand Positioning
- 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)
- 18. Into the homes of NW neighbors!
- 20. <?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> Leaders in Innovation – Proud!
- 21. Incredibly GREEN
- 22. LOVE THE LOCAL GUY Hometown Heros Local Trumps Large Personal Trumps Price
- 23. Odd, Quirky and Proud
- 24. Odd, Quirky and Proud. . . COLORFUL
- 25. ConnectNorthwest Values To PEMCO andOwn Local
- 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
- 29. Our Strategy = Hyper-Local
- 30. 23
- 32. Integrated – From D.M. to Event Badges
- 33. Act Local - To Be Local! Where they live, work, learn and play.
- 34. In 2009, PEMCO sponsored more than 50 events across Washington state.
- 36. Establish criteria & award score
- 37. Alignment with company core values
- 40. Ties to WALLY campaign
- 41. Event location
- 42. Year-round schedule of top-scoring events
- 44. Develop on-site promotional activities
- 45. Invite event attendees to engage PEMCO Brand Ambassadors in conversations offline and onlineLove the way PEMCO does this local stuff. Keep it up!
- 47. Local & Relevant Partnerships PEMCO, Tully’s Coffee & Children’s Hospital
- 48. Local & Relevant Partnerships PEMCO, Seahawks & Sounders FC
- 49. W.A.L.L.Y. Is On The Move
- 50. W.A.L.L.Y. Wheel – Spin to Win!
- 52. 43% Weekend fairs & festivals
- 53. 20 Sounders FC home games
- 54. 8 Seahawks home games
- 56. Next Steps @PEMCO @PEMCO_NW
- 65. 4-WAY STOP. NO YOU GO, NO YOU GO, NO YOU GO GUY.
- 66. 47 Thanks to our partners for the many contributions to our initial success!
- 67. <?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
- 69. Ethical Leadership: Protect consumers. Protect your brand.
- 70. Best Practices: Helping you become a better WOM marketer.
- 71. Measurable ROI: Standards that improve impact and accountability.
- 72. Community: Enthusiasts – Brands – Service Providers www.womma.org
- 73. <?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>
- 75. Ethical Leadership: Protect consumers. Protect your brand.
- 76. Best Practices: Helping you become a better WOM marketer.
- 77. Measurable ROI: Standards that improve impact and accountability.
- 78. Community: Enthusiasts – Brands – Service Providers www.womma.org
- 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
Notas del editor
- 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)
- Let’s stay in touch.Any questions.